Ukrainians go free on Bluebell Steamlights services
THE Bluebell Railway has expanded its festive goodwill by issuing free tickets for its Steamlights services to Ukrainian refugee families.
Between November 11 and January 8, the Bluebell will be running 77 services between Sheffield Park and Horsted Keynes, with its spectacularly illuminated train lighting up the Sussex countryside under cover of darkness.
“Planning began back in June for this event,” said chief operating officer Lisa Boyle. “We wanted to make sure we had a theme for this year’s Steamlights to make it stand out from last year.
“In the spirit of goodwill and giving, we have donated a number of tickets to Ukrainian and less fortunate families to ensure everyone has a chance to enjoy the show.”
‘Most profitable’
Following their successful introduction by the Dartmouth Steam Railway four years ago, illuminated trains such as Steamlights have become a new income stream for many UK lines big and small, with a broader and all-age appeal compared to the familyorientated Santa specials.
“Though a bigger financial event than Santas, it has become our most profitable product,” said commercial and marking director Paul Lelew. “That can be put down to it appealing to parents, grandparents, aunts, uncles – everyone! It’s also a completely different product as it isn’t Christmas-centric.”
Steamlights has had a different approach to marketing comparted to its festive cohort, with a strong marketing drive that has encompassed radio advertising and features in The Times, in addition to athe regular social media push bringing it to the front and centre of people’s minds in the local community.
The adventure starts with a performance at Sheffield Park and a big switch-on before the journey to Horsted Keynes starts, passing a series of illuminated displays on the linside as the train weaves through the countryside to the accompaniment of music and narration.
The financial takings from Santa and illuminated services is one the largest annual income sources for heritage railways, with takings from the events at the Bluebell forecast to see the railway comfortably through the winter maintenance shutdown.
Going polar
Also celebrating the prospect of a successful winter were volunteers of the Spa Valley Railway, where the line’s Polar Express services commenced on November 18 with Battle of Britain class No. 34072 257 Squadron at the helm. Ticket sales surpassed 41,000 by November 11, exceeding its passenger number tally to October 30 by nearly 25%!
Between February half term and the end of October, the Spa Valley welcomed 33,204 visitors who travelled on trains for galas, diners, character days and more, with 98% of its Polar Express seats sold at the start of November. The additional sales resulted in the event being virtually sold out, with very limited seats available on a select few of the 119 journeys being operated between November 18 and December 23.