Worthing council is famous for being unwilling to do anything to encourage cycling (aside from literally encouraging it). This is a special post for the powers that be over there. The definitive guide for getting people cycling in Worthing for the lowest possible price: free.
1. Introduce bicycle hire (including electric bike option) with docks everywhere. The Donkey bikes are good but no where near enough.
2. Introduce car free weekends.
3. When people realise the town is better without cars, ban private cars all the time.