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As part of a citywide goal to boost bicycling mode share to 25%, BTA is working to build strong business support for two new routes: a north/south connection through downtown and bridgehead improvements that will link the new routes to the existing network. BTA will personally connect with business owners to understand and address their concerns and priorities and to share information on how better bicycle facilities can benefit the bottom line. Longtime partner REI will help with communications, events, and meeting space.