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I just returned from Mexico City where they have an awesome government-run bike share program (Ecobici) with 4000+ bikes around the city. They have done some cool stuff to promote the program (and cycling in general) that could be copied in Phoenix.

For example, on Sundays, they close two of their major streets to cars (think Central and Camelback) and make them bikes only. It seemed like all 20 million of the city's residents were cycling that day, with kids and dogs in tow.

They also did a large public art installation along the fence of one of their main parks, that faces a major street, with photos and illustrations (by local artists) to promote cycling.