Still i think that the Rail Enthusiasts are essential customers...
I think we need to make sure we have an understanding of the term 'Rail Enthusiast' as it's a pretty broad church.
Many people fall into this demographic without necessarily associating themselves with it. Similarly, railways have to address the rest of their party, often their family.
Take for example the so-called 'typical' family of Mum, Dad, Son and Daughter. Dad may be a mild enthusiast in the sense that he has a passing knowledge of railways, might have been more enthusiastic before girls and ale came along, rather likes certain types or classes and managed to persuade the family to pay a visit to his local line.
Maybe one child, probably the son but don't discount the daughter, also has an interest but the others probably have no interest at all.
It's the other two that our railways need to focus on.
What else is there to do at the railway? Is there somewhere to go to get a decent cuppa and snack; is it clean and family friendly or just the staff canteen? Finally, are the loos clean and is there somwhere decent to change baby's nappy?
At Wirksworth we are often asked how we feel about the competition from Peak Rail, Butterley, Crich and Cheddleton. Our view is that they are not competition at all; simply more reasons for enthusiasts to visit the area. Our real competition comprises of stately homes, garden centres and other out-and-out visitior attractions.
Attract the non-enthusiasts in a family and it makes it easier to attract the enthusiasts.
Comments please!
Neil
So the preserved railways have to diversify or die. It might upset the purists but the family money is what really keeps things going not the enthusiasts. I think we will see lots more tie ins and collaborations with children characters.
