The latest duty for Blackpool Transport’s retained fleet of historic trams, the ‘Santa Express’, commenced on Saturday 8th December. The illuminted Western Train 733+734 is booked to operate three round trips between Pleasure Beach and Little Bispham on Saturdays and Sundays over the three weekends before Christmas – but unfortunately the company’s newest venture hasn’t got off to a very good start.
The first departure from Pleasure Beach on Saturday 8th December with 733+734 was completely empty, and further runs over the course of the weekend were also very poorly patronised, with just three passengers reportedly boarding its second round trip on the Saturday. This was in spite of prominent posters advertising the festive tours being posted at tram stops and inside the Flexity2 trams in the preceding week – possibly a case of too little, too late? Further problems saw the Train miss its advertised second trip on Sunday 9th December following a severe dewirement, although commendably the problem was resolved so that it could reappear during the afternoon. This did, however, highlight the danger of advertising that the tours will always utilise the same tram, with no mention of appropriate substitutes being used if the Train is unavailable.
However, other factors have probably contributed to the apparent lack of interest in the Santa Express trips. A £5 fare for adults is the same as was charged during the summer and illuminations on the heritage fleet, but the revised £10 child fare is rather pricey. This obviously reflects the fact that the experience includes a gift from Santa – however, rather than a nicely wrapped parcel, youngsters are being presented with a £5 Argos gift voucher! It is not known how the children who did ride on the Western Train responded to this, but most heritage railways, tramways etc. always opt to give children a small gift, wrapped in decorative paper, rather than a voucher. After all, for very young children, the thrill of unwrapping a surprise present is a big part of what makes Christmas fun – being handed a small piece of paper which can be traded for a present somehow doesn’t seem quite as exciting! Surely BTS could have invested in some inexpensive presents and wrapping paper to make the ‘Santa Express’ a more attractive proposition to families, and this may even have been cheaper than the gift voucher option, allowing the fares to be reduced accordingly?
Whilst the winter tours give a rare opportunity to see an illuminated tram operating in winter, and make a welcome change from the 100% Flexity output on the core service, sadly not a great deal of effort seems to have gone into making this venture a success. Although it must be hoped that passenger numbers will rise for the next two weekends, to fulfill its true potential the package on offer really ought to be reviewed – something which may well happen if the ‘Santa Express’ is to return in future years.
The combination of only local publicity, the requirement to book in advance and short notice announcement of the service seem to have worked to guarantee low patronage, which is a great pity, but predictable.
I have to agree that the absence of a wrapped present is one what is not very well received. How can a toddler spend a £5 pound voucher in Argos when there isn’t anything of that price? Some cheap gifts would do perfectly as kid of 0-10 will be confused at receiving a piece of paper.
I think the tour should also pick up from the town centre where the families would of bought tickets instead of making them go all the way to the Pleasure Beach for no reason.
So let me get this right – the fare for a child is £5 more than for an adult, in return for which the child receives a £5 Argos gift voucher. That’s just bizarre. I’d really like to see this being a success, but it needs to be re-thought.
Unfortunately the posters are displayed on the Heritage stops which are rarely looked at. There are a number of either out of date posters or empty poster sites on the new stops which would have been better utilised. Its a great idea but a rigid booking policy and an expensive ticket for a family has put people off. Maybe if they had some carol singers or musicians on board to lend to the atmosphere it would have helped. Lets hope that next year they do more advance publicity and offer additional features.
Santa Tram – just thought how lovely it was driving along the Prom at weekend with the kids waving at him – didn’t realise it was for people
to get on
I hope they will try this again next year, as seeing the illuminated train last sunday genuinely brought a smile to my face.
Re presents: surely the obvious thing to do would have been to get some cheap toys from B&M or Home Bargains – the latter right outside Rigby Road Depot.
You missed an ‘a’ out of illuminated…………..
Santa Express’, commenced on Saturday 8th December. The illuminted Western Train 733+734 is