https://www.nationalparkstraveler.org/2018/08/essay-last-train-grand-canyon-how-amtrak-fails-national-parks-and-america
An excellent read with some interesting illustrations. Opening paragraphs:
Imagine you’re a European travel agent with a client who wants to visit Grand Canyon National Park. She would prefer to take the train. At your local library you find a copy of Trains of Discovery: Railroads and the Legacy of Our National Parks, and start making plans from there. A few pages in, you learn that America’s railroads were instrumental in establishing the national parks—and the National Park Service. And yes, a train to Grand Canyon is available. It’s called the Southwest Chief.
Departing daily from Chicago and Los Angeles, the Amtrak passenger train makes the 2,265-mile journey end-to-end in about two days. At Flagstaff, Arizona, a shuttle transfers passengersto the Grand Canyon Railway at Williams and the remaining 65 miles to South Rim. The Grand Canyon Railway, privately restored in 1989, is a remarkable story in itself. Another piece of history, the Harvey Girls, explains how the Southwest captured America’s heart.
Who were the Harvey Girls, your client asks? You recommend the movie starring Judy Garland. Meanwhile, she should start in Chicago, so she, too, can watch the West unfold.
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The allegory continues to illustrate the larger and historical story, told by an academic historian who also understands trains and transportation issues.
Looking forward to the conversation...
For a historian, Runte plays fast and loose with facts and documentation. Then again, he was denied tenure years ago by the U of Washington because his scholarship was regarded as amateurish.
Also, Mr. Runte should bring his tale up to date with the information that the train will continue to run (for the near future at least) all the way between Chicago and Los Angeles.
He was taking a possiblity as accomplished fact.
Johnny
With better marketing Amtrak could really exploit the Grand Canyon more effectively than at present.
NKP guy With better marketing Amtrak could really exploit the Grand Canyon more effectively than at present.
Marketing - does present day Amtrak even know of the existance of the word?
Never too old to have a happy childhood!
charlie hebdo For a historian, Runte plays fast and loose with facts and documentation. Then again, he was denied tenure years ago by the U of Washington because his scholarship was regarded as amateurish.
Given the audience here nobody should care. He is writing for Trains Magazine not the Atomic Scientist.
OSU78Imagine you’re a European travel agent with a client who wants to visit Grand Canyon National Park. She would prefer to take the train. At your local library you find a copy of Trains of Discovery: Railroads and the Legacy of Our National Parks, and start making plans from there. A few pages in, you learn that America’s railroads were instrumental in establishing the national parks—and the National Park Service. And yes, a train to Grand Canyon is available. It’s called the Southwest Chief.
If I were a European travel agent - I think I'd use Google. I mean, when was this written? 1960?
It's been fun. But it isn't much fun anymore. Signing off for now.
The opinions expressed here represent my own and not those of my employer, any other railroad, company, or person.t fun any
BaltACD Marketing - does present day Amtrak even know of the existance of the word?
Assuming you agree that advertising is part of a marketing program, I get Amtrak banner ads on my computer nearly every day. Moreover, I have seen ads for the Acela, as well as the NEC Regionals, in the New York Times and Wall Street Journal. Some of them are good. Whether they are effective is another matter.
Although Amtrak has reduced or eliminated some of its standing discounts, it offers sales promotions when reservations are off the mark. I have not, however, seen any ads for the SWC, although some of the banner ads show people in a coach that looks like a Superliner car.
I don't have a TV, so I don't know what they do on TV.
In 2017 Amtrak spent $106.9 million on advertising and sales, which was up from $104.4 million in 2016. In 2013 the spend was $94.9 million.
The 2017 spend was 12.6 percent over the 2013 spend. Adjusted for inflation, the 2013 spend at the end of 2017 would have been a tad over $100 million, so Amtrak has increased its advertising and sales spend at a slightly quicker pace than inflation as measured by the Consumer Price Index.
Rio Grande Valley, CFI,CFII
PJS1PJS1 wrote the following post yesterday: BaltACD Marketing - does present day Amtrak even know of the existance of the word? Assuming you agree that advertising is part of a marketing program, I get Amtrak banner ads on my computer nearly every day. Moreover, I have seen ads for the Acela, as well as the NEC Regionals, in the New York Times and Wall Street Journal. Some of them are good. Whether they are effective is another matter.
Marketing to a mostly existing clientele is not a very good approach to expanding the market, which should be the goal of advertising.
charlie hebdo Marketing to a mostly existing clientele is not a very good approach to expanding the market, which should be the goal of advertising.
My brother and my nephews, who are not Amtrak customers, have seen the same banners float across their screens. Moreover, the ads in the NY Times and Wall Street Journal, as well as a number of other east coast papers, are in news media that is potentially read by people who don't ride Amtrak.
My in-laws are among New Yorkers who read the Times and the Journal. They would not be caught dead on Amtrak. Well, maybe dead if I stuffed them into a baggage car on one of the long distance trains out of New York City.
Without access to Amtrak's marketing and sales program data, we don't know how Amtrak's advertising monies are spent. Or where! All we know are the numbers that I presented, which are taken from Amtrak's Consolidated Financial Statements and Annual Reports.
Advertising for Acela service and even NEC Regionals seems silly since those trains are already well patronized. Advertising should be aimed at promoting state-supported corridor services.
Meh, Amtrak and Marketing........what a joke.
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