CUBIC attains financing via sponsorship, conventional outdoor advertising, and/or a licensing fee paid by city or community partner.
Bikeshare systems have attracted sponsors in New York, Boston and San Fransisco. Our Pods will have the ability to leverage the same sponsorship opportunity as well, while giving sponsors a larger canvass to activate with branding. Environmentally friendly bicycle infrastructure has proven to be very attractive to a wide array of corporate partners, especially in larger markets.
Outdoor advertising has been used to fund and maintain street furniture projects in cities like New York for years. Under this model, each Pod would be wrapped in branding from different advertisers. The advertisements would fund the maintenance and upkeep of the units, in addition to providing a revenue share to the local partner.
Under this model CUBIC would receive a fee from the community organization or government for the installation and upkeep of the units. Under this model, the community partner would retain creative control over the branding and messaging on the exterior. The city could also contribute towards the license fee by granting CUBIC the right to advertise in other lucrative locations. This is the scheme that funds the Paris bikeshare system
Each funding option has the ability to function in tandem with another; we can work with a government or community organization to find the optimal financing solution. For example, this approach is leveraged in Boston, where New Balance sponsors the city's Hubway bikeshare system, but the city still funds a large share of the program through operating subsidies.
Typically, these types of arrangements can be used to allow a community organization or city government to retain a large degree of control over the look of the streetscape Pods, while not shouldering the burden for the entire operating cost.