BIKE RENT NYC CASE STUDY

 When Mark Derho was hired in 2015 to build websites for Sayat Bike Rental’s two stores, no one even imagined the possibility of winning the $60M / 6-year RFP-contract with NYC Parks for exclusive rights to bike rental inside Central Park and all Manhattan, NYC Parks. BIKE RENT NYC is the largest bike rental business in New York with three locations inside Central Park and sixteen more throughout Manhattan NYC.

 
mark derho

In the picture above you see Mark Derho preparing to open one of the two newly remodeled kiosks inside Central Park at 59th Street and Columbus Circle, another Bike Rent NYC project Mark led. 

Bike Rent NYC: Mark Derho Executive Consultant: operational and marketing leadership, website design, #1 Google Organic SEO, CMS software development, and content marketing grew Bike Rent NYC from two (2) stores to sixteen (16).

Bike Rent NYC is now the largest bike rental business in New York City, and is still currently the official exclusive bike rental concessionaire inside Central Park and all Manhattan, NYC Parks. This is a result of winning the Request For Proposal (RFP) with the city of New York and NYC Parks for exclusive rights to bike rental inside Central Park and all Manhattan, NYC Parks. This contract was valued at $60 Million USD. In the picture above you see Mark Derho preparing to open one of the three newly remodeled kiosks inside Central Park, another project Mark led. 

 
Website & Digital Marketing Performance
  • Top Google SERP ranking for most relevant high-value ($) keywords
  • +750% increase in website revenue EOY-1
  • +80% increase in website revenue from EOY-1 to EOY-2
  • +240,000 unique visitors in 2015
  • +410,000 unique visitors in 2016,
  • +70% increase

 

Mark Derho & Team -VS- CENTRAL PARK BIKE HUSTLERS

Mark Derho and team took on the violent and aggressive mob that is the CENTRAL PARK BIKE HUSTLERS! In 2015 if you walked through Columbus Circle at Central Park you would see roughly 50-60 CENTRAL PARK BIKE HUSTLERS throughout the space. Their goals is to offer a discounted bike rental to tourists before they step into the park and see the legitimate bike rental vendor. They will then attempt to walk the prospect to one of the three competing bike rental stores. They will even go so far as to aggressively attempt to engage people in line at the legitimate bike rental vendor and offering cheaper prices to lead them away to stores blocks away. On average each hustler is making between $350-$500 a day in cash. 

"We share twenty percent of our revenue with the city so they're stealing from tax payers like you and me. It's not fair. We estimate losing between $1.5 and $2 million dollars this year alone just to illegal bike vendors," Derho says.

Mark Derho, Video on ABC News Channel 7 NYC

Another very effective strategy in the Central Park Bike Wars was Mark’s idea of hiring 100 J1 Exchange Students from Ireland as a street team to compete against the hustlers, and, adding commissions to incentivize them. No matter how threatening you are you are likely to avoid confrontation with 10 or more angry Irish twenty-somethings. Furthermore any exchange between the hustlers and the Irish kids became immediately high-profile and resulted in a greater likelihood of the arrest of the hustler who does not have the legal right to hustle in the park. 

bike rent nyc mark derho CPBT Our Green Team

In the picture above you see a few of the Irish J1 Visa employees with signage representing the partnerships formed with Big Bus NY and New York Pass, inside Central Park at 59th Street and Columbus Circle, another Bike Rent NYC project Mark led. 

bike rent nyc by mark derho

The “BIKE RENT NYC” brand was created, designed and implemented by Mark Derho.