RAIL EAST 179 — SEPTEMBER 2018 Railfuture East Anglia www.railfuture.org.uk 10
There have been own goals such as kicking out an entrepreneur who provided a
popular coffee service nearly four months before Costa Coffee finally opened. Car
park users buying tickets from the TVM in the station now have to arrive earlier to
walk to their car and back as GA will no longer record car registration numbers. For
the first few weeks it was not possible to buy a paper ticket — only online/phone.
But let’s be positive. Cambridge North is going to be a rip-roaring success. It is no
Stratford Parkway or East Midlands Parkway. What is disappointing, however, is
that this much-needed station, and one that Railfuture has been campaigning for
since the late 1980s, did not get off to a good start and this has set back
patronage for several years. Intervention is needed to get it back on track. We
shouldn’t wait for the hotel, offices and apartments to come to its rescue.
The disappointing patronage is down to a lack of promotion,
leading to a lack of awareness that it exists or where it’s located,
and the unwelcoming almost sterile environment and ‘never again’
negative experiences of people using (or trying to use) the
station. If retailers don’t want to be at the station then why should
passengers — let the shop space ASAP, please!
There remains a perception that the station has a bad train service. Initially trains
were infrequent or slow, with no direct train to King’s Cross on Sunday, but now
there is. However, there has been no railway publicity to tell people how it has
improved, and apart from a few weeks around the opening, Cambridge station
hasn’t displayed a single poster telling people about the new station.
There is no single organisation to blame. Several parts of the rail industry
(Network Rail and its contractors, Greater Anglia, Govia Thameslink Railway and
Cross Country) all share responsibility as do Cambridge County Council, South
Cambs District Council, the parish councils and the bus companies.
A major problem was the inability of Network Rail and its contractor to be confident
of an opening date. Partly because of planning agreement issues, it slipped from
May 2015, to May 2017, with several interim dates along the way. When Railfuture
visited the site three months before opening, much of it was still a muddy field. It’s
understandable that Greater Anglia was unwilling to promote the station heavily
until it was sure when it would be able to occupy the station, install equipment and
train its staff. However, zero publicity was entirely the wrong approach. It seems
incredible that prospective customers of the station would learn of their future
travel possibilities though the Cambridge News and Railfuture East Anglia’s Twitter
account. Even now, there have been 20 positive Railfuture tweets about the station
for each from the rail industry. We can’t remember the last time @GreaterAngliaPR
tweeted about the station. Is there nothing to say?
Railfuture East Anglia has worked well with GA management to get small
improvements, such as moving or enlarging signage and notices to be more
visible, moving obstructions to allow cyclists to use the stair gutter and, most
recently, providing copies of the Metro newspaper each day. But this is tinkering.
The problem is the lack of a controlling mind to manage promotion and appeal of
the station, with authority and funds for changes. Greater Anglia, appoint one now!
A Cambridge Science Park shuttle taxi runs in the morning and afternoon but
where is the sign at the station? Drivers entering Cowley Road don’t know whether
to turn left or right. The road sign on Milton Road is obscured by vegetation. No
notice in Milton village (30 minutes’ walk to the station) of the existence of the
station or at the foot of the A14 overbridge, or in shops in the village. In fact, no-
one in Milton remembers having received any publicity through their letterbox.
Railfuture East Anglia is willing to do its bit to promote the £50 million station. Rail
industry, please give us something worthwhile to help promote it.