A team of university researchers are to spend a year examining ways in which the Caledonian Railway in Angus could increase its visitor numbers.
Academics from the University of the West of Scotland (UWS) aim to determine the best ways to build on the ‘shoulder months’ at the heritage railway, when visitor numbers drop off in line with the colder weather.
As a community run attraction, the Caledonian Railway relies on a volunteer workforce to organise and host events and maintain its stock of historic steam and diesel engines which operate between Brechin and Bridge of Dun.
Siobhan Drummond, a senior lecturer in marketing, events and tourism at UWS, said finding ways to develop their service requires additional resources and support.
She said: “The Caledonian Railway is a fantastic example of a well-run tourist attraction that enjoys great support from the community but it needs to attract more people during the traditional quiet times, during the autumn and winter, if it is to become more sustainable.”
The project will see UWS researchers Siobhan and colleague Sandro Carnicelli spend 12 months looking at all aspects of the railway’s target market, volunteer resource and funding options.
They will pull together a feasibility plan on implementing the findings. The £60,000 project has match funded by the Department for Transport and UWS.
Sandro added: “Among the things we’ll look at is how we can enhance community involvement and how we can grow awareness of the railway not just in the local area, but among rail and history enthusiasts throughout the country.
“For example, can we create events that link up with other attractions or organisations? Are there things we can do with schools as part of an educational offering?
“There’s also the potential to connect with scientific, engineering or historical organisations to offer hands-on activities, such as how to get an old steam engine to work.”
The academics from UWS’ School of Business and Enteprise say the outcomes of the project will not only benefit the local community and the Caledonian Railway with knowledge about their services, but can be generalised among other heritage railways around UK.
Ken Joy, director of the Caledonian Railway, said: “We are very pleased to be working with the University of the West of Scotland on this project.
“To have such expertise helping us develop our attraction is fantastic and we are looking forward to unlocking new initiatives that will grow our business.”
