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About Better Bike

Mark Elliot headshotMark Elliot is a Beverly Hills resident and cyclist who created Better Bike in early 2010 to spark a conversation about road safety and how to make city streets welcoming to those who choose to ride a bicycle. Educated as a city planner, Mark he knows that Beverly Hills must change our policies in order to reflect our plans’ noble language about encouraging non-motor mobility. We talk the talk but don’t walk the walk. After a couple of near-misses on our streets underscored the perils of riding in Beverly Hills, Mark made himself a fixture at city meetings to make the change happen. He always wants to hear from riders about their experience on the streets of Beverly Hills.

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Recent Posts

The Wrong Signal to Send

It’s bad enough that drugstore chains like Rite Aid, Walgreens and CVS long have turned their back on the community. As in literally turning their back on the public sphere by building impenetrable facades at the sidewalk but facing entrances toward a parking lot. Yet many communities have gotten wise to that kind of defacement and today demand sidewalk entrances and real windows. Regardless, the chains, often headquartered out of the cities and off the coasts, maintain a suburban-style mindset.

That mindset pushes back against public health efforts to get folks moving under their own power. For example, behold another misguided Rite Aid newspaper promotion that goes out of its way to encourage people to drive instead of walk a few blocks to the drug store:

Rite aid promomotion adNow Rite Aid is not a big-box retailer but a neighborhood drug store; people who shop there often leave with a single item or a few in a small bag. It’s the perfect bike errand! Yet this ad plays to our default behavior of reaching for the car keys, even though it might be more of a hassle to drive the few blocks to a Rite Aid.

At Rite Aid, we strive to deliver the products and services that you, our valued customer, need to lead a healthier, happier life.

Well, if we’re to get beyond our record levels of obesity and diabetes we’ll have to forgo our auto-dominated, sedentary lifestyles. But keeping us locked in the default mode is good for business. It probably moves the blood-sugar analyzers and blood pressure monitors. And they offer fatter margins than do prescription drugs. (That’s why the pharmacy is at the ass-end of the store, right?)

Rite Aid specialitiesWould encouraging walking or cycling to the store nibble at the bottom line? Perhaps. Maybe it is it simply another case of blinkered vision. Not recognizing the changing nature of urban mobility. Or maybe it is path dependency by another corporate chain no more in tune with the local population that, say, General Motors or Ford?

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