BROOKLYN, N.Y. (BRAIN) — With cycling deaths becoming a sign of the times in New York City this year, 718 Cyclery owner Joe Nocella began shedding more light on them Friday.
That’s when he posted his custom-made “days without a cycling death” sign in his Brooklyn-based shop window.
“NYC Has Gone 4 Days Without A Cyclist Being Killed 18 Cyclists Have Been Killed This Year”
It’s not the usual bike retailer’s store-front sales pitch to come in and browse but necessary nonetheless, Nocella said.
“How do we as a bike shop with six people build awareness?” aked Nocella, an avid cyclist who often rides to 718 Cyclery, which he has owned for 10 years. “The sign for me was like, ‘Let’s just throw this in the window and go for it.’
“For other bike shops, it’s a step too far to put a sign like that in the window because it would scare customers away. I thought about that, but it’s more important for education and awareness for sure, to shock people into realizing the danger.”
On Monday, the 18th cyclist was killed in the city. Last year, there were 10 fatalities, according to amny.com. At least one cyclist has been killed in each month, …read more