These ideas are just amazing, wow!
I have to decide who to tailor the motivation to. This is the fifth year we're doing this winter challenge, so I have a pretty good idea of how much who is going to bike. The hard-core distance and everyday riders deserve pats on the back and a hot drink or whatever every now and then, but they'll ride no matter what. There's a large contigent who will ride late autumn and early spring, but don't "do" studded tires and specialized winter gear. They always drop out in mid-winter. And there's the newbies, who for a large part are fit young people who bike in summer, but maybe find biking in winter to be inefficient exercise.
What I really want to do is get more people over from driving cars to riding bikes, but I suspect that winter riding is not the time to do so. Most of them either live a fair distance away, or insist that they have to drive their car to have the freedom to arrange their day the way they need to. (...which involves getting up early to avoid traffic, fighting over parking spots in the garage, not being able to leave work between 3 and 5 because of traffic...
).
Secondary I want to get more people who don't exercise a lot into commuting by bike. Oslo has a fairly decent system of public transport, so this an argument for exercise, not eco-friendly transport. I think these people should be my main focus, getting everybody who lives within a reasonable distance to at least consider biking a few times a week. So I think that attainable goals, a sense of community (maybe even a weight-loss challenge, but I'm stepping very carefully around that one), joint rides every now and then, help to find good routes and of course help to figure out the right gear is good for this group. I'm leaning towards a blog for this purpose. Mass emails are just annoying to those who aren't interested.
Typical example: I have a co-worker who is trying to lose some weight. He bikes to work in summer, and loves it, but he often gets derailed by family "stuff" - errands, sick kids, pregnant wife, this that and the other - and ends up driving instead. He would love to try winter riding though, and is looking at buying a used winter bike. I have to get people like him to not think "oh well, dropped off this one, better try again next year", but still try riding next week, or next month again. We have some pretty hardcore long-distance cyclists (*ahem*), so a spot among the top ten is unattainable for most people. A little friendly competition at every level is what I should be shooting for.
Love the ideas, people!
Winter riding is much less about badassery and much more about bundle-uppery. - malkin
1995 Kona Cinder Cone commuterFrankenbike/Selle Italia SLR Lady Gel Flow
2008 white Nakamura Summit Custom mtb/Terry Falcon X
2000 Schwinn Fastback Comp road bike/Specialized Jett