1. Who are the key stakeholders and how will you manage them, what are the sequences of change that have to happen, and what do you see as the key activities and initiatives?

MANAGING CHANGE: ACTION PLANNING FOR THE VLO V PROJECT IN LYON, FRANCE Of Lyon is located in the central part of time was that commuters and pede IGV. It has a long and rich history as the cap- aur in the Roman Empire, a world er of silk production, and a muters and pedestrians icycle at installations around The city of Lyon is located in France, about two hours s the city-near metro stops, businesses od use it to shop, go to large public venues and use it to shop mone part of town to the ital of Gaul in the Roman Empire, a work, or simply get from one part of town wide center of silk producto other more conveniently than a car or the bu hold of the French resistance during metro, or light-rail system. The orginal idea was World War II. Today, Lyon is the third largest metro, oring that the bike could be used for free for less than in France, has a thriving high tech and phar- an hour and at very low prices it used for longe aceutical industry, and is considered the gas- its periods. periods. (To get a picture of the system and tronomical capital of a country known for its its different parts today, go to www.velov cuisine and wine. Unfortunately, with size and grandlyon.com.) "It is our intent to turn bicycles try came pollution, overcrowding, and traf- into a mode of daily travel for workers in the ams. In the mid-1990s, only 18% of its citi- city," said one government official had easy access to public transportation versus 30% in other towns of equivalent size. An initial bu An initial budget of 2 million per year was By 2000, Lyon's city government had con- estimated to invest in bikes, registration SVS- structed an above-ground light rail system to tems, installations, and support operations complement the existing underground metro until about 2007. To support the project, the and bus network in an effort to extend public city also envisioned construction or remodeling transportation to more people. However, the of several parking garages to encourage people outdoor station's stops needed shelters to pro- to park their cars on the outskirts of town and tect waiting passengers from the wind, rain, and then pick up a bike to finish the commute. Two snow. In an innovative program, the marketing parking garages in the downtown area had and advertising firm, JCDecaux, in cooperation already begun offering free bicycles for those with Lyon's development office, created "street who parked their vehicle there. furniture" to house the benches, ticket vend- The project-named Vlo V-was pre- ing machines, route maps, and time tables. sented by the city's mayor before the second JCDecaux constructed and maintained the annual "day without a car" festival. Vlo V sites in exchange for the revenue from adver- would be managed by JCDecaux. They would tisements placed on the shelters. The program own and maintain the bikes and finance opera- was a win-win for both organizations. The success of the cooperative tram and tions through advertising receipts. The head of bus shelter project, and the city's continued inter- the city's development function suggested that est in easing pollution and traffic jams in the it was a bold attempt to "effect a radical change commercial center of the city, led them to seek in the philosophy" of the urban community. At the time, less than 3% of the people in Lyon out additional change. They asked JCDecaux for input. JCDecaux had been testing the idea of a self-service bicycle program in Vienna, Austria and Crdobo and Gijon, Spain and they proposed adopting and implementing a "bike exchange" network in and around Lyon in mid-2002. For Lyon and its neighboring city of Villeurbanne, it was a risky and large-scale proposal. The vision-common now in many European ciues, but completely novel at the used a bicycle, against 10% in Strasbourg and other cities. The proposal was supported by Les Verts, France's Green political party, but the president of the local nongovernmental transpor- tation union was upset that there had been little dialogue with various concerned organizations The goal was to launch a 24 hours/day operation in May 2005 with 1,200 bicycles in 120 stations. According to a JCDecaux regional manager. they expected 2.000 DIES MANAGING CHANGE: ACTION PLANNING FOR THE VLO V PROJECT IN LYON, FRANCE Of Lyon is located in the central part of time was that commuters and pede IGV. It has a long and rich history as the cap- aur in the Roman Empire, a world er of silk production, and a muters and pedestrians icycle at installations around The city of Lyon is located in France, about two hours s the city-near metro stops, businesses od use it to shop, go to large public venues and use it to shop mone part of town to the ital of Gaul in the Roman Empire, a work, or simply get from one part of town wide center of silk producto other more conveniently than a car or the bu hold of the French resistance during metro, or light-rail system. The orginal idea was World War II. Today, Lyon is the third largest metro, oring that the bike could be used for free for less than in France, has a thriving high tech and phar- an hour and at very low prices it used for longe aceutical industry, and is considered the gas- its periods. periods. (To get a picture of the system and tronomical capital of a country known for its its different parts today, go to www.velov cuisine and wine. Unfortunately, with size and grandlyon.com.) "It is our intent to turn bicycles try came pollution, overcrowding, and traf- into a mode of daily travel for workers in the ams. In the mid-1990s, only 18% of its citi- city," said one government official had easy access to public transportation versus 30% in other towns of equivalent size. An initial bu An initial budget of 2 million per year was By 2000, Lyon's city government had con- estimated to invest in bikes, registration SVS- structed an above-ground light rail system to tems, installations, and support operations complement the existing underground metro until about 2007. To support the project, the and bus network in an effort to extend public city also envisioned construction or remodeling transportation to more people. However, the of several parking garages to encourage people outdoor station's stops needed shelters to pro- to park their cars on the outskirts of town and tect waiting passengers from the wind, rain, and then pick up a bike to finish the commute. Two snow. In an innovative program, the marketing parking garages in the downtown area had and advertising firm, JCDecaux, in cooperation already begun offering free bicycles for those with Lyon's development office, created "street who parked their vehicle there. furniture" to house the benches, ticket vend- The project-named Vlo V-was pre- ing machines, route maps, and time tables. sented by the city's mayor before the second JCDecaux constructed and maintained the annual "day without a car" festival. Vlo V sites in exchange for the revenue from adver- would be managed by JCDecaux. They would tisements placed on the shelters. The program own and maintain the bikes and finance opera- was a win-win for both organizations. The success of the cooperative tram and tions through advertising receipts. The head of bus shelter project, and the city's continued inter- the city's development function suggested that est in easing pollution and traffic jams in the it was a bold attempt to "effect a radical change commercial center of the city, led them to seek in the philosophy" of the urban community. At the time, less than 3% of the people in Lyon out additional change. They asked JCDecaux for input. JCDecaux had been testing the idea of a self-service bicycle program in Vienna, Austria and Crdobo and Gijon, Spain and they proposed adopting and implementing a "bike exchange" network in and around Lyon in mid-2002. For Lyon and its neighboring city of Villeurbanne, it was a risky and large-scale proposal. The vision-common now in many European ciues, but completely novel at the used a bicycle, against 10% in Strasbourg and other cities. The proposal was supported by Les Verts, France's Green political party, but the president of the local nongovernmental transpor- tation union was upset that there had been little dialogue with various concerned organizations The goal was to launch a 24 hours/day operation in May 2005 with 1,200 bicycles in 120 stations. According to a JCDecaux regional manager. they expected 2.000 DIES