The other night I went out to dinner with my wife and my in-laws. We went to a great Indonesian restaurant not far from our house that we’d never visited before. After a great meal, I noticed a little sticker on the front door: blue and white with a stick figure riding a bike, it read “Bicycle Benefits.” I reached in my back pocket for my notebook to jot it down and look into it, but the notebook was missing. So, I said to my wife, Dawn, “remember bicycle benefits.”

Bicycle Benefits is a basic incentive program, and it works like this: individuals buy stickers, slap them on their helmets, and ride their bikes to participating businesses (restaurants, coffee shops, retail, etc.) and receive discounts. This could be adopted by virtually any business, encouraging people to get out of their cars and onto their bikes — including theaters.