One thing I love about Madison is that they have a bicycle benefits program. Bikers buy a $5 sticker helmet. Area businesses offer discounts for people with stickers. According to the website:
Individuals bike to more places more often. Businesses see more bike traffic, increased customer loyalty amongst bike riding customers and instantly become a bike-friendly establishment through participation. Cities have a great tool to ease congestion, pollution and encourage healthy transportation year-round.
Win, win, win, win.
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