SVR General Discussion

I have no problem with the SVR trying something new - I applaud it. I've written before on where I think railway finances (not just SVR) will be in 10 years.

But what I don't understand is why they went "all in".

Why not do a few volunteer led "pub lunch on a train" weekends at that price point, and also a few "fine dining" weekends worth travelling 2 hours each way for?

That removes the alienation of existing customers, and allows a back-to-back operation to see what the respective margins and wider viability are.

It takes careful marketing to create and distinguish two distinct brand offerings, but that's well within the SVR marketing team's ability.

Personally, if I was crossing the country for a fine dining train, I'd be looking at more than the food to make it seem worthwhile. Starting in the car park, I'd be looking for an experience equivalent to fine dining all the way through.

 

I was actually on that myself, non dining. I asked one of the crew how many passengers were on-board and he told me the exact number: 296. Although "fully booked" there were several dozen empty seats. LSL don't book out every seat, they allow some breathing room. For example, a couple who have paid the supplement for a table for 2 might get allocated a table for 4, with the other 2 seats not sold. It all comes down to marketing. The people at the tables near me had found out about the trip through print advertising, rather than online. Some had seen an advert in one of the Sunday paper supplements, others had received a flyer in the post. A lot didn't even know about the SVR. When we got to Kidderminster there was a lot of chatter such as "Look at those lovely old coaches" and "What's that railway there" and "oh look a steam train". If the SVR are trying to attract that type of discerning clientele then they need to use print advertising, as these aren't the kind of people who use social media!

 

The SVR agrees with you. Nowhere I've seen it suggested they won't be using print advertising? From the last Branch Lines:

They have sold tickets for this off the back of their digital marketing.

Good points IMO. The Severn Valley Venturer volunteers in short (though they offered more than "pub lunch on a train"). The erstwhile Venturer volunteers are currently supporting the station refreshments.

 

I see on that the Daily Telegraph mentioned the SVR in an item on UK river cruises https://www.telegraph.co.uk/travel/cruises/articles/uk-cruise-easiest-closest-best/

Also the Daily Blackshirt online has picked up on the carriage locks and unsurprisingly has gone 'Gen Z' about it (I haven't read it, as I'd have to scrub both my brain and hard drive and I don't want to drive their advertising revenue)

 

As is the NYMR although I have my doubts that it will make much of a difference to passenger numbers - it seems to be seen more as a community engagement activity.

 

A little chat needs to be had with someone maybe?

 

Not sure I agree on it compares with the mainline. I don't see the point of having a £132 meal when the £60 versions were selling just fine.

 

£100/head? Its 4 years since I got married and admittedly we didn't look at 'fine' dining but some very highly regarded local wedding venues were offering options at £25 - £60/head... at £100/head you need to find a new caterer.

 

How do you pay those wages of those who work for the catering company you’ve gone into partnership with? As I say those of us working in hospitality at the moment are struggling to recruit and retain decent staff and they don’t come cheap at the mo.

 

A local pub owner has replied to reviews, when people think that prices are high, that he pays well to keep quality staff.

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Same here Pete, not so long ago I had a conversation with a friend who’s in a similar position to myself I it was along the lines of ‘If you know anyone who’s after a job..’ she cut me off with ‘I’ll be offering them a contract myself’
As I say decent staff are a precious commodity at the moment, I’ve had previous employers sound me out about ‘do I fancy coming back/a few extra hours?’
They’ve been politely declined.

 

If the railway takes the same percentage on the same number of tickets sold, it’s earning more than twice as much as it would at £60.

I accept that there’s likely other considerations in the mix, but to suggest that because it matches your needs better £60 tickets are a better option for the railway than £132 ones seems… bizarre.

Simon

 

A v quick search on Hitched suggests the average price per head for a wedding breakfast is £70. There’ll be quite a lot of over £100 versions to balance out those who take the much cheaper route like having a fish and chip or pizza van (no judgement here just highlighting the range available).

Simon

 

The question is also whether those financial returns are sufficiently broad based. That’s about the size of the potential market, and it’s sensitivity to changing circumstances; it’s also about the railway’s ability to consistently sustain the quality of service that justifies that price point.

I hope it works for the SVR, but am not convinced that there won’t be other costs. Even if lost business from those willing to pay the old but not the new prices may not be one of them.


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I have been reading the comments with interest, most of the opposition seems to be related to the fact that the price is out people's range - that isn't a reason for not doing this.
The luxury end of the market has been unaffected by the recent cost of living crisis, there are still very wealthy people around willing to splash cash on a special occasion. I can not blame the SVR for chasing this market as the returns are potentially very good. If they get it right then there is the possibility of repeat business too.
Those bemoaning the lack of a more affordable offering, let the SVR know! If the market for this exists they would be foolish to ignore it. However, if the SVR do provide something, please use it. When we visit the Talyllyn we always partake in their Sunday lunch at Wharf station, it's legendary! I agree, providing a lower budget option at a station rather than on train is less risky, pre-booked hampers / boxes are probably a more cost effective way of providing on train catering at the moment.
In this year of uncertainty, who knows if these tickets will sell, but if marketed properly I have a hunch they will..

 

Given my experience of Continental stations where the station catering is among the best available in the area I wonder if lines could - for example - market a Sunday Roast offering. IIRC the Lakeside & Haverthwaite Railway used to do this at Haverthwaite and many people visited for the meal rather than the journey. I wonder if this offering is still available but locally many pubs / restaurants are offering quality Sunday meals at £10 - £20 per head so why shouldn't the heritage lines ?