Portland's cycling future is at a crossroads, and a bold new strategy is emerging. But will it spark a revolution or divide opinions?
A proposal to reinvigorate cycling in Portland is gaining traction among city officials and advocates. The plan aims to utilize existing infrastructure by organizing group rides and launching a marketing blitz to promote cycling. This strategy, if implemented, could potentially transform the city's cycling landscape, but it's also sparking curiosity and debate.
The $15 million climate tax revenue allocation is at the heart of this discussion. As the Bureau of Planning and Sustainability adjusts the Portland Clean Energy Community Benefits Fund (PCEF) Climate Investment Plan (CIP), a debate has emerged. While the PCEF Committee suggests shifting funds from electric vehicle subsidies to home energy retrofits, some councilors envision an alternative.
Councilor Mitch Green previously suggested using the funds to support TriMet, as reported in January (https://bikeportland.org/2026/01/12/councilor-floats-using-climate-tax-funds-to-reverse-trimet-service-cuts-398889). Now, Councilor Steve Novick, known for advocating increased transportation spending, has proposed a unique idea. This proposal, initially discussed on January 15th, will be further explored on January 29th.
The plan draws inspiration from a 2024 concept by renowned bike planner Roger Geller, who has led Portland's bicycle program for over three decades. Geller and Novick argue that despite significant improvements in the bike network, ridership has declined, indicating a need for grassroots action.
Geller's vision is ambitious: "I want to campaign for biking like we see beer ads during football season." While this idea may have been overlooked before, it's now gaining traction with the potential PCEF funding.
At a recent Climate Committee meeting, Bicycle Advisory Committee Chair Jim Middaugh alluded to the plan, emphasizing the need to encourage cycling participation. Middaugh's interest aligns with Councilor Novick's, who has been exploring a more comprehensive version of Geller's plan.
A glimpse of this plan was shared on the BikeLoud Slack channel by Rob Galanakis. It involves PBOT contracting an organization to recruit coaches who will lead rides and engage residents. Each coach would cover an area of approximately 1 square mile or 4,500 households, with the potential to reach a significant portion of Portland's households.
The coaches' responsibilities would include:
- Leading and advertising regular rides in various neighborhoods.
- Promoting rides through door-to-door canvassing, flyers, and community events.
- Potentially engaging up to 181,000 households in targeted neighborhoods.
And here's where it gets intriguing: this is just one component of a larger marketing strategy. If Novick's plan aligns with Geller's vision, it could involve network enhancements, professional marketing, and political demonstrations. But will this approach be enough to revive Portland's cycling culture?
Councilor Novick is open to exploring this idea, acknowledging the need for non-infrastructure solutions. The upcoming Climate Committee meeting on January 29th will delve into this and other proposals for the $15 million allocation.
What's your take on this innovative approach? Is it a game-changer or a controversial move? Share your thoughts and let's spark a conversation about Portland's cycling future.
