South East Derbyshire Local Accessibility Partnership (Incorporating the Derwent Valley

STRATEGY AND ACTION PLANAugust 2008 CONTENTS1. INTRODUCTION 3 1.1 Background - National Community Rail 3 Development Strategy 1.2 The Role of the Community Rail Partnership 4 1.3 Designation 4 1.4 Community Rail Vision 5 1.5 Community Rail Objectives 5 1.6 Delivering the Community Rail Strategy 52. COMMUNITY RAIL ISSUES RELATING TO THE 8 DERWENT VALLEY LINE2.1 Line Overview 8 2.2 The Rail Service and Parallel A6 Road 8 2.3 Recent Line Issues 9 2.4 Recent Line Improvements 9 2.5 Main Achievements to Date 10 2.6 Future Improvements and Issues 10 2.7 Rolling Stock 10 2.8 Existing and Potential Users 11 2.9 Main Findings from Passenger Surveys 143. DERWENT VALLEY LINE COMMUNITY RAIL 16 ACTION PLAN4. PERFORMANCE MONITORING AND EVALUATION 20 4.1 Targets and Indicators 20 4.2 Risk Management 21Annex 1 - Partnership Achievements up to April 2008 23 Annex 2 - Stations Plan 252 Annex 3 - Marketing Strategy 493 1. INTRODUCTION This Community Rail Strategy looks at how the rail service on the Derwent Valley Line between Matlock and Derby can improve access to key services, particularly for those who do not have access to a car. This strategy provides a focus for the work of the Derwent Valley Line Community Rail Partnership up until March 2011. Included in the strategy is an Action Plan for the first year, until March 2009. Action Plans for 2009/10 and 2010/11 will be developed by December 2008 and 2009 respectively.This Strategy forms part of Derbyshire County Council’s accessibility planning, the impetus for which comes from the: Derbyshire Accessibility Strategy, contained within the Derbyshire Local Transport Plan (LTP) 2006-2011; Derby and Derbyshire Joint Accessibility Strategy, contained within the Derby and Derbyshire Joint Local Transport Plan (LTP) 2006-2011;These two Accessibility Strategies identify general barriers to people’s ability to access healthcare, education and training, employment, essential food shopping, leisure and culture facilities across Derbyshire, and identifies a range of initiatives to combat these barriers. The Derwent Valley Line Community Rail Strategy will identify issues and actions to improve accessibility by the provision of railway services in the Derwent Valley.1.1 Background - National Community Rail Development Strategy The Community Rail Development Strategy, which was launched in November 2004, seeks to make it easier for the rail industry and local communities to do more to ensure the long-term health of their services.The Strategy covers local and rural railways which, whilst differing in many of their characteristics, have a number of things in common: • relatively low speed (less than 75mph); • single or double track (not multiple track); • one passenger train operator providing the bulk of services; • not directly serving the major conurbations with commuter services; • no major freight flows; and • they are not part of the European TENs network.These lines are loss makers. At the time of the Strategy the SRA estimated that the net cost of these services was in the order of £300m a year a substantial sum, though a relatively small proportion of the spend on rail which is currently running at around £88m a week. It was obvious that there was potential for improvements to the ways in which local railways were run and ample scope for spreading the good practice seen in different parts of the UK and abroad.The Strategy had three aims: • increasing ridership, freight use and net revenue; • managing costs down; and • greater involvement of the local community.4 Success is to be judged as a railway meeting local needs with: • a reduction of the gap between earnings and allocated costs; and • reduced government subsidy per passenger journey.When the SRA was being abolished, the work of implementation migrated naturally to the Department for Transport (“the Department”) in August 2005. The March 2007 review of the Community Rail Development Strategy, seeks to highlight the regeneration benefits of local rail and formally includes regeneration as a fourth objective of the Community Rail Development Strategy.1.2 The Role of the Community Rail Partnership At the heart of the Strategy is the idea of a community rail partnership (“CRP”) made up of the railway operator and local stakeholders focused on developing and promoting one or more lines and supported by Network Rail. Although it is theoretically possible for partnerships to exist without local authority involvement, the most successful ones have active support and participation from their local authorities – especially, but not exclusively, the authorities with responsibilities for transport and planning.A CRP can take a number of forms but has to be primarily a local organisation with local funding and support. CRPs pre-date the Strategy by some years and to a large extent the Strategy was developed to capitalise on the experience of CRPs and more general experience of community involvement in rail.Community rail partnerships are supported and represented by the Association of Community Rail Partnerships (“ACoRP”). This small organization receives most of its core funding from the Department of Transport and is a key player in the implementation of the Strategy.1.3 Designation One aspect of the Strategy is the formal designation of the lines as community rail lines. Designation has a number of purposes: • It identifies the line as primarily local in nature and is intended to take it outside the scope of EU conventional rail interoperability regulations. • It identifies the line to the infrastructure operator as one which is primarily low speed with light use on which it is appropriate to review maintenance practices and standards. • It changes the approach to franchise management, with more freedom given to the train operator working with the local community rail partnership. • It clarifies expectations and aspirations for the line. The designation process involves discussions with local stakeholders regarding expectations about what the line can deliver and what is required from the infrastructure. These discussions are reflected in a Prospectus and Specification which are then subjected to a short consultation with local and rail industry stakeholders. The Department of Transport reviews the responses and, assuming that the consultation shows support, formally agrees designation. Given the importance of CRPs in terms of the Department’s approach to franchise management, the Department does not consider it sensible to designate a line unless there is a partnership in place or being established.5 Moreover, the Department will normally expect a partnership to have been accepted as a member of ACoRP.The Derwent Valley Line Community Rail Partnership (formerly Derwent Valley Rural Transport Partnership) has been working since July 2002 as the Community Rail Partnership to develop the Derwent Valley Line. The Partnership’s role in developing the line was officially recognised by the Community Rail Prospectus agreed with the Department for Transport in June 2006. This details agreed aspirations for the line prior to the introduction of the East Midlands Franchise. The route prospectus needs reviewing, following the announcement that East Midlands Trains (Stagecoach Rail) will from December 2008 operate an hourly service to Derby and Nottingham. 1.4 Community Rail Vision The Partnership’s vision for the Derwent Valley Line:‘The operation of a frequent and reliable 7 day a week railway service that will attract a growing market, meet the needs of residents and visitors and support the economy of the Derwent Valley’.1.5 Community Rail Objectives To successfully develop the Derwent Valley Line, primarily through: i) improve station facilities, services and encourage use of the line, including the promotion of commuting usage and station adoption. ii) develop wider community engagement with the railway; iii) promote activities and special events, to include promotion of sustainable tourism; iv) develop the railway as a route to improve accessibility, reduce road congestion, deliver regeneration projects and economic growth and; v) develop, promote and implement a marketing strategy for the line1.6 Delivering the Community Rail Strategy The Partnership consists of a Management Group and a Working Group. The Management Group will be responsible for: i) Setting and monitoring budgets, approving bids to funding bodies, developing and approving policy and projects in accordance with the Partnership’s objectives and shall have the following responsibilities but subject at all times to the legal obligations and limitations set out in the Terms of Reference and Memorandum of Agreement; ii) Approving and monitoring the Action Plan in accordance with the Partnership Community Rail Strategy and objectives;6 iii) Ensuring the project appraisal, approval and progress are undertaken and monitored in accordance with whatever guidelines may be required by the relevant funding body; iv) Strategic management of the Partnership, monitoring its progress towards the achievement of its objectives; and v) Promoting the work of the PartnershipThe Partnership Working Group will: i) Develop a Community Rail Strategy and Action Plan for the line; ii) Assist with local consultation regarding community rail issues for both residents and visitors to the area; iii) Assist with promotion and dissemination of information regarding the work of the Partnership and specific community rail projects; iv) Assist in the delivery, identification of funding and development of projects identified by the Partnership’s Community Rail Strategy; and v) Assist with monitoring of specific projects as appropriate.The Partnership meets on a quarterly basis with a Working Group meeting followed by a Management Group meeting. The Management Group meeting includes a ‘Public Participation’ session where members of the public can raise community rail matters. The Partnership produces an annual report and financial accounts. Full details of the Partnership’s structure and procedures are detailed in the Terms of Reference and Memorandum of Agreement. The Partnership is hosted by Derbyshire County Council as the Accountable Body.The Partnership Officer will be directly responsible for delivering many projects and for overseeing the delivery of other projects by Partnership organisations. Many projects particularly those detailed in the enclosed Stations and Marketing plans will be jointly delivered by Partnership members notably by East Midlands Trains and Derbyshire County Council.The Community Rail Strategy will be delivered by the following Partnership members. Management Group organisations highlighted in bold charged with the management of the Partnership. (At the time of writing, this is subject to these partners agreeing and signing the Scheme of Governance). 7 Partnership MembersAmber Valley Borough Council Arkwright Society Association of Community Rail Partnerships Belper Town Council Campaign for Better Transport Crich Parish Council Crich Tramway Village Cromford Parish Council Derby City Council Derbyshire County Council Derbyshire Dales District Council Derbyshire Rural Community Council Derwent Valley Trust Derwent Valley Mills Partnership Duffield Parish Council East Midlands Trains Friends of the Cromford Canal Friends of the Derwent Valley Line Matlock Town Council Matlock Bath Parish Council Network Rail Peak Connections Peak District and Derbyshire Destination Management Partnership Peak District National Park Authority Peak Rail Ripley Town Council South Pennines Integrated Transport Strategy Steeple Grange Light Railway Wirksworth Town Council Wyvern Rail8 2. COMMUNITY RAIL ISSUES RELATING TO THE DERWENT VALLEY LINE2.1 Line Overview The Derwent Valley Line runs for 17 miles north from Derby along the mainline to Ambergate junction, continuing on the single track branch line to Matlock. Derby is a former industrial centre, now dominated by service industry and an expanding city centre. Matlock is the County town, an administrative centre and tourist destination. The line also serves Belper and the villages of Duffield, Ambergate, Whatstandwell, Cromford and Matlock Bath. The section between Derby and Matlock Bath is part of the Derwent Valley Mills World Heritage Site. The Derwent Valley Mills Economic Development Study has identified the line to be of critical importance to the future sustainable development of the World Heritage Site for both visitors and residents. The provision of an hourly service at all stations is of great importance in providing improved access throughout the World Heritage Site.The Derwent Valley Line provides a fast means of travel to and from Derby, with travel times of 11 minutes to Belper and 32 minutes to Matlock. East Midlands Trains became the new Derwent Valley Line rail operator on November 2007, as part of their East Midlands rail franchise. Prior to this the Derwent Valley Line was operated predominately by Central Trains with some Midland Mainline services. From December 2008 the service will be extended to Nottingham and all trains to and from Nottingham will call at Beeston, Attenborough and Long Eaton plus some services will call at Spondon. The enhanced service will operate hourly between Matlock and Nottingham calling at most stations.2.2 The Rail Service and Parallel A6 Road The A6 is the main road through the valley serving Belper, Matlock and northwards into the Peak National Park. The A6 and surrounding road network suffer from a range of traffic congestion, which make the train very competitive in terms of journey time. Derby has significant rush hour congestion. At the north end of the valley the section between Ambergate and Bakewell is very busy leading to congestion at weekends and holiday periods. A number of bottlenecks exist throughout the valley, which may be busy at any time. These include Belper, Cromford, Matlock Bath and Matlock.The existing public transport provision in the Derwent Valley is concentrated along the A6 corridor. The Transpeak(TP) and 6.1 provide the main bus services through the valley. These serve the towns of Belper, Wirksworth, Matlock and Bakewell. Belper also benefits from other frequent services direct to Derby, which means a bus every 15 minutes to the city centre. Cross-valley bus service provision from the main A6/rail corridor is either non- existent or at best infrequent. The result is that many of the surrounding villages have at best an infrequent service to their local town or station. These services are poorly integrated with the main valley bus and rail services. This is partly due to the large number of small communities spread across the area, to which it is 9 not profitable to run frequent services. Consequently, considerable subsidy is required from Derbyshire County Council to support these bus services. Bicycles can be carried free of charge on the Derby to Matlock trains. The number of bicycles that can be carried is officially limited to two per train, though on occasion more are carried dependent on the conductor’s discretion and type of rolling stock. There is demand from both regular commuters and leisure cyclists wanting to use this provision, and this can sometimes result in some cyclists not being allowed on the train. East Midlands Trains policy is to have sufficient cycle facilities at stations to allow cycles to be left at stations, as it is recognised that there are limited facilities provided on trains. The partnership is actively engaged in the provision of these facilities at stations as demand is recognised. 2.3 Recent Line Issues Since 2002 when the original Derwent Valley Rural Transport Partnership began, the train service has been through a number of changes, many of which have caused major reliability problems and resulted in poor public perception of the service. In September 2002, the frequency of the trains was increased to an hourly service between 9am and 6pm Monday to Friday. Most of these trains were direct to and from Birmingham via Tamworth, and Burton on Trent to the Derwent Valley. Unfortunately this service suffered from very poor reliability due mainly to network capacity issues and problems at Birmingham New Street. As a result most of the services to Birmingham were withdrawn in May 2003 and the remaining services in September 2003. Since then the service has returned to a Derby to Matlock shuttle with a 100-120 minute frequency. After significant change the rail service is currently going through a period of stabilisation with improved reliability, but unfortunately many former passengers have not returned to using the service due to the perception of an unreliable service. Revenue collection has much improved on the service although problems still remain on busy morning trains and at other times when Senior Conductors are unable to serve all passengers due to loadings. Improved methods of revenue protection are planned as ticket barriers are planned to be installed at Derby Station in 2009.2.4 Recent Line Improvements The Partnership had some success in persuading the previous operator (Central Trains) to extend the Sunday service through to Nottingham enabling a good opportunity for visits to the Derwent Valley. Unfortunately as part of a franchise wide problem this service was decimated on most Sundays by train crew shortages resulting in less attractive bus replacement service. Consequently the partnership has done little to promote this Sunday service.The Partnership has brought considerable resources including additional funding to develop and promote the line. This has been from a combination of sources notably through the Partnership members, Derbyshire’s Local Transport Plan and external grant funding from Countryside Agency and East Midlands Tourism (EMDA). The Partnership has also been successful at developing the line by 10 raising local rail issues with both the previous operator and East Midlands Trains and Network Rail to ensure problems are reported and in many cases dealt with. Examples of this include, train performance issues, station maintenance and information provision. There have also been a number of issues, which the Partnership has been unable to resolve. 2.5 Main Achievements to Date  Patronage Growth of 32% between 2002 and 2008  Successful campaign to gain new hourly service to Nottingham as part of new East Midlands franchise  Over £600,000 invested in station improvementsFor full details of achievements to date see Annex 1 2.6 Future Improvements and Issues The new hourly service from most stations will bring significant improvements to the local community and visitors. The number of trains will increase Monday to Saturday from 11 to 17 trains per day in each direction. From December 2008, the new hourly service from Nottingham will call every hour at Duffield, Belper, Ambergate, Matlock Bath and Matlock. Whatstandwell and Cromford will be served by 12 trains per day in each direction. The Partnership’s desire from May 2009 is for all trains to serve all Derwent Valley Line stations, subject to the new service proving reliable. Opportunities for additional morning commuter trains should by considered by the Partnership and East Midlands Trains. There are a number of major projects over the next few years which will impact to variable degrees on the operation of the Matlock Nottingham service. These include:  Re-strengthening of three branch line bridges through a 6 day line closure in November 2008.  Continued re-development of Derby station until summer 2009  Major redevelopment at Nottingham station and significant track and signalling works from 2008-2011. This will mean no trains will use Nottingham for a number of weekends during this period and there will be a nine day closure towards the end of the timescale. Trains will terminate at Beeston.  Trent junction track capacity improvements planned for autumn 2009.It is essential that the Partnership is kept updated on these and other planned works so that the impact on the Derwent Valley Line service may be minimised and information provided to passengers in Partnership literature. 2.7 Rolling Stock The service is currently normally operated by 2 car units (class 156 or 158). From December 2008 the service will be operated by a mixture of 153 (1 car) and 156 units. The partnership needs to work with East Midlands Trains to ensure sufficient capacity and any use of single car 153 units does not lead to overcrowding during busy periods including commuting, Derby County football matches, the summer season and local events. 11 The route is currently limited to the use of lightweight diesel multiple units (class 153/156/158). The planned re-strengthening of three branch line bridges in November 2008 will upgrade the Route Availability to RA8. This will enable mainline Meridian trains and other rolling stock, including excursion trains to potentially use the route. This provides a possible future option of extending some London services to/from Matlock, subject to availability and a suitable business case.2.8 Existing and Potential Users The line serves both local residents for mainly commuting, shopping and access to the rest of the rail network plus visitors to the Derwent Valley.  Population figures The line serves a local population of 63,000 residents between Duffield and Matlock (Table 1). The local population is mainly white British and the valley is a relatively prosperous area. However there exist areas of social deprivation in the valley notably Hurst Farm estate, Matlock and Belper Parks estate.Table 1 Derwent Valley Local Population Figures from Census Data 2001 Ward Number of Number of (Wards shown in bold Households Households Percentage of have a Station within ward Populatio with no car Households or within approximately 1 mile) n or van without a car Darley Dale 5167 2202 428 19.45 Stanton includes Northwood, 777 Rowsley, Stanton 1888 90 11.58 Winster and South Darley 1787 750 92 12.26 Matlock All Saints 5271 2274 438 19.26 Matlock St Giles includes 2268 Tansley 5417 519 22.88 Masson (Cromford, Bonsall, 1352 Matlock Bath) 3100 228 16.86 Wirksworth 5688 2410 460 19.08 Alport 2472 1032 122 11.82 Crich includes Whatstandwell 2281 1011 158 15.62 Wingfield includes Bullbridge, 949 Fritchley 2206 144 15.17 Heage and Ambergate 4743 1988 305 15.34 Belper Central 4949 2216 574 25.90 Belper East 6027 2384 247 10.36 Belper South 4843 2113 459 21.72 Belper North 4729 2077 364 17.53 Duffield 4585 1862 265 14.23 Total 65153 27665 4893 17.69The line also provides access for 221,708 residents within Derby to access the Derwent Valley. The line will also from December 2008 provide direct access to the Derwent Valley for 266,988 residents in Nottingham, 30,652 in Beeston (all wards) 2,283 in Attenborough and 41,610 in Long Eaton (all local wards). A total 12 of 563,241 people will have the potential for direct rail access to the Derwent Valley. European travellers will also have improved links to the Derwent Valley through St Pancras International. Access is available to more than 20 cities through one change of train at Nottingham or Derby (Lincoln, Sheffield, Chesterfield London etc) The communities of both Derby and Nottingham have a significant number of ethnic minority groups.  Housing growth There will generally be small scale housing growth along the line between Duffield and Matlock. The main development will be 430 homes at Matlock spa just north of the station. The Partnership will monitor future local development to identify possible opportunities for passenger growth and developer funded transport enhancements. Patronage Information Passenger journey figures received from the train operator show that patronage on the line has grown by 32% between 2002 and 2008 (Table 2). Matlock with 93,000 and Belper 79,000 passengers constitute the main usage of the line. Cromford, Whatstandwell and Matlock Bath stations have shown the most significant growth in recent years (Table 4). Derby is the main destination of passengers from local stations (43%) but significant numbers of passengers (37%) travel beyond Derby (Table 3). Similarly Derby (43%) is the main source of passengers to local stations with 31% travelling from beyond Derby. Internal local station to station journeys account for over 20% of travel. This data is supported from various passenger surveys that have been carried out – section 2.9.Table 2: Derwent Valley Line (local) Stations - Annual Passenger Figures Annual Rail Period Total Origination and Destination figures All local Derwent Valley Line Stations (Duffield – Matlock inclusive) April 2001 – March 2002 204,415 April 2002 – March 2003 196,086 April 2003 – March 2004 218,166* April 2004 – March 2005 258,348 April 2005 – March 2006 256,204 April 2006 – March 2007 259,749 April 2007 - March 2008 258,481 *includes missing data for period 9Table 3: Derwent Valley Line Patronage: Where Passengers Travel To and From June 2006 - May 2007 (Rail industry periods 2007/P03 to 2008/P02) Derwent Valley as Origin Derwent Valley as Destination Derwent Valley Derby to Derwent stations to Derby 61,607 42% Valley stations 51,348 43% Derwent Valley Derwent Valley internal journeys 30,207 21% internal journeys 30,207 26% Derwent Valley to Other stations to other stations 55,055 37% Derwent Valley 36,843 31% Grand Total 146,868 Grand Total 118,39813 Table 4: Annual Passenger Figures By Station Period End MATLOCK WHATSTAND- Grand Period of Settlement Date AMBERGATE BELPER CROMFORD DUFFIELD MATLOCK BATH WELL Total Derwent Valley Line: passenger journeys - Derwent Valley stations as origin April 2004 - March 2005 11,843 50,497 7,694 15,829 38,928 5,774 8,512 139,077 April 2005 - March 2006 12,759 51,505 8,839 14,702 40,918 5,472 9,597 143,793 April 2006 - March 2007 12,502 51,797 7,892 16,706 39,376 6,519 10,040 144,831 April 2007 - March 2008 12,680 48,623 9,255 15,222 36,988 7,027 10,398 140,194Derwent Valley Line: passenger journeys - Derwent Valley stations as destination April 2004 - March 2005 6,789 27,308 5,913 6,749 53,269 15,007 4,235 119,271 April 2005 - March 2006 6,283 23,265 5,703 5,636 51,248 16,354 3,923 112,411 April 2006 - March 2007 4,732 25,796 6,607 5,296 52,450 16,182 3,855 114,918 April 2007 - March 2008 5,997 26,173 7,366 5,449 52,971 16,158 4,173 118,287Totals Origin and Destination April 2004 - March 2005 18,632 77,805 13,607 22,579 92,197 20,781 12,747 258,348 April 2005 - March 2006 19,042 74,770 14,542 20,338 92,166 21,826 13,520 256,204 April 2006 - March 2007 17,234 77,593 14,498 22,002 91,826 22,701 13,895 259,749 April 2007 - March 2008 18,677 74,796 16,621 20,671 89,959 23,185 14,571 258,481Percentage increase 2004 -2008 0.24% -3.87% 22.15% -8.45% -2.43% 11.57% 14.31% 0.05%As Origin' Data: Passengers that have bought a ticket from that station. A single ticket counts as one passenger journey and a return ticket counts as two passenger journeys from the origin station. As Destination' Data: Passengers that have bought a ticket to that station. A single ticket counts as one passenger journey and a return ticket counts as two passenger journeys to the destination station. Includes all ticket sales. 2.9 Main Findings from Passenger Surveys The Partnership has carried out various passenger surveys during the last five years. The main findings from these surveys are: Commuter Train Survey 2004 The travelling patterns of regular users were surveyed by handing out questionnaires to passengers travelling on selected trains (0553, 0646 & 0721 from Matlock and 0646 and 0832 from Derby) on two days in the week commencing 6 September 2004. Main survey findings were:  51% of those who returned a questionnaire were travelling to Derby and 36% were travelling beyond Derby.  54% were travelling on 5 or more days a week and a further 27% on 3- 4 days a week.  Given that the large majority of passengers are travelling for work purposes then the most popular ideal time to reach their destination is between 8.00-8.30am (26%) followed by 8.30-9.00am (23%) and 7.30- 7.59am (21%) Autumn 2006 Train Survey A survey of 392 passengers was carried out on a number of weekdays and one Saturday in autumn. Trains throughout the day were surveyed  Of all passengers 30% were travelling to work, 19% visiting relatives, 23% a day out/walking and 10% shopping.  For Saturday travellers 49% a day out/walking, 20% shopping, 13% visiting relatives  One-eighth of all respondents travelled on the Derwent Valley Line five or more times per week, whilst more than one-third of all respondents stated that they use the Derwent Valley Line on at least a weekly basis  33% of respondents stated they would like a more frequent service  54% could have used a car, but chose not to. Many reasons given were cheaper or more economical way to travel, convenience, parking and the problems of traffic congestion.  78 respondents (20%) stated that they were staying away from home and of these 24% were staying one night, 32% two nights and 41% three or more nights.  The main station improvement required at all stations was better provision of information especially when trains were delayed or cancelled  Passengers opinions of the service were overall positive with the following factors rated as either very or quite good: o Staff attitude 91% o Running at convenient times 53% o Keeping to the timetable 75% o Quality of carriages 82% o Availability of train timetable information 79% o Value for money of fare paid 77%  Of 145 other comments received the major concern raised was with the cancellation of services and the provision of bus replacement services, with 20% of all comments related to this issue. 17% of all comments praised the service on the Derwent Valley Line, with an equal number of respondents requesting a more frequent service.16 3. DERWENT VALLEY LINE COMMUNITY RAIL ACTION PLAN The following tables provide a detailed Action Plan for 2008/9. Action Plans for 2009/10 and 2010/11 will be developed by December 2008 and December 2009 respectively. Projects listed in this Action Plan have either funding in place for their delivery or have funding at least in part identified, if not yet confirmed. A key explaining codes and colours is listed at the end of the tables.April 2008 – September 2008 Actions to April May June July August September Support Increasing M4 Great Days M2 Compile list M18 Derwent use by Out /local of businesses and Valley Line locals timetable leaflet employers to website M16 Local train communicate too M19 Pre new time displays timetable leaflet Increasing M4 Great Days M38 Establish M12 Marketing for M18 Derwent use by Out /local extra distribution Matlock Bath Valley Line tourists timetable leaflet and leaflets costs Illuminations website M15 Rail weekend events Improving SD1/SA1 New SB7 Resolve Investigate SC5 Identify and the standard waiting Shelters management of options for station access funding to of stations SB9 Field lane landscaped areas CCTV systems/ enable Network path better lighting/CIS Rail to carry out and Help Point proper repairs to upgrades canopy Improving SC1 Mark out car Review all Road SM6 Installation SB6 Car parking SD3 Disabled car access to park spaces Replacement of fingerpost provide parking, options stations pick up/drop off signage to/from information on for extra parking points station options spaces Funding and Marketing Plan Marketing bid to Bids to LTP & DfT grant bid submitted to DfT designated Access for All applications EMT Lines fund funding Managemen CRP meeting M17 CRP Annual CRP meeting t Actions Report 18 Monitoring Quarterly report Organise surveys Quarterly report Passenger Surveys Draft 2009/10 Action PlanOctober 2008 – March 2009 Actions to October November December January February March Support Increasing M4 Great M24 Posters for M1 Commuter M3 Marketing the use by Days /local stations leaflet and line to shoppers locals timetable leaflet advertising new promotions M26 Line of route timetable M16 Local train (Nottm-Matlock) M25 Large time displays posters Banners for M27 Offers in stations local papers M20 Press for Launch of new new timetable train service Increasing M4 Great Days M15 Consider Launch of new M26 Line of route M5 tourism M6 Re-design of use by Out /local options/identify train service (Nott’m-Matlock) attractions to Scenic guide tourists timetable leaflet resources for posters state visit by train M10 Wildlife by programme of in leaflets and Train leaflet train based websites. M29 Children’s events M28 Feature in leaflet M20 Press for Scenic Britain by M30 Poster sites new timetable Train in Derby and Nottingham Improving SM1 Station SB4 Additional SA3 Marking SA4 Pavement & SB3 Install ticket the standard restoration plan timetable cases out car SA5 Landscaping machine of stations top of Matlock park,SA8 improvements SA7 New Station bound platform expansion SA14 Entrance signage cycle stands19 Improving Sign all bus SB1 Entrance/ SC3 Vegetation Label all bus stop SC8 Additional SD13 access to replacement gateway feature cutbacks flags to location(s) for Landscaping of stations stops to station SC7 New correspond with village timetable entrance path SD2 New SB2 Signage Station Local Transport displays from car park to Station highway and Entrance Information footbridge Entrance pedestrian links signage SA17 Re-sign signage SB5 Move totem local village and SA9 Additional SW1 Refurb of canal links to/from location(s) for footbridges and station time displays footpath Funding and grant applications Managemen CRP meeting CRP meeting t Actions Complete 2009/10 Action Plan Monitoring Quarterly report Train reliability Train reliability Quarterly report with regard to with regard to Train reliability achieving all achieving all with regard to station stops station stops achieving all station stops20 On going Activities throughout 2008/9 Marketing Activities  M7 Continue to promote existing walks leaflets which link to the Derwent Valley line  M13 Identify opportunities to encourage more train visitors to existing local events  M14 Consider attendance at local community events on a case by case basis  M20 Press activities re new timetable – EMT to lead  M21 General Press activities  M22 Promotional offers (e.g. 2 for 1 off peak)  M23 Adverts and features in local parish/village newsletters  M37 Continue to manage rail partnership information cases at local stations promoting local events, meetings and travel information Station Projects  Station Adoption – establishing new groups and facilitating existing groups  SC5 Facilitate renovation to the station building and CCTV installation Day to Day Activities  Communicating, liaising and resolving various operational, station, information provision and other issues with East Midlands Trains and other stakeholders. Monitoring  Supply of Passenger Journey Information  Supply of Train Performance data  Number of features in local papers and newsletters  Local Area Agreement Targets  Specific targets linked to specific projectsColour Code Project officer Project officer with vol East Midlands Trains Derbyshire County Council Other stakeholder(e.g. Network Rail; Peak Rail; Wyvernrail)Project Key: M - Marketing S - Station SD – Duffield SB – Belper SA – Ambergate SW – Whatstandwell SC – Cromford SMB – Matlock Bath SM – Matlock Full details of proposed by projects are listed in the Stations Plan and Marketing Strategy.22 4 – PERFORMANCE MONITORING AND EVALUATION4.1 Targets and Indicators Identification of targets and indicators. Each indicator must have a target and be set in context as to how it will help deliver the strategy objectives. 1. Patronage growth at local stations as ‘origin’ and as ‘destination’. Target: Increase passenger journeys by approximately 55% to 400,000 passenger journeys by March 2011. 2. Train running Public Performance Measure. Although the partnership cannot directly influence this measure it is important to monitor this so that fluctuation in passengers can be considered with regard to train performance. 3. Annual Passenger Surveys based on 2006 survey form. To determine passenger satisfaction and views on station facilities and rail service provision. 2006 to be used as baseline. Target: Increase passenger satisfaction (to either very or quite good) of the following train service factors to a minimum of 80% by October 2010 (2006 survey figures shown in brackets):  Staff attitude (91%)  Running at convenient times (53%)  Keeping to the timetable (75%)  Quality of carriages (82%)  Availability of train timetable information (79%)  Value for money of fare paid (77%)Target: Increase passenger satisfaction (to either excellent or good) of station facilities to a minimum of 50% at each station by October 2010 (2006 survey figures shown in brackets):  Duffield (15%)  Belper (45%)  Ambergate (25%)  Whatstandwell (32%)  Cromford (22%)  Matlock Bath (60%)  Matlock (26%)4. Number of features in local papers and newsletters. Target: 20 features per annum. 5. Local Area Agreement Targets The work of the Derwent Valley Line Community Rail Partnership may contribute towards the following core Derbyshire Local Area Agreement measured indicators:  NI 8 Adult participation in sport and active recreation  NI 16 Serious Acquisitive Crime Rate i. By improving station security and ambience to reduce crime 23  NI 175 Access to Services and facilities by public transport, walking and cycling (N.B. this indicator is being reviewed) i. By improving access to local stations ii. By promoting the Derwent Valley line NI 186 Per capita CO2 emissions in Local Authority area i. By promoting modal shift to rail. (see item 6)There are a number of the other Local Area Agreement indicators that will be monitored, which the work of the Partnership may contribute towards: These include:  NI 6 Participation in regular volunteering  NI 17 Perceptions of anti-social behaviour  NI 21 Dealing with local concerns about anti-social behaviour and crime by the local council and police  NI 167 Congestion – average journey time per mile during the morning peak  NI 176 Working age people with access to employment by public transport6. The benefits of Community Rail Partnerships’ are identified in the ACoRP report ‘Value of Community Rail Partnerships July 2008’. A number of key targets can be monitored by the Partnership using nationally recognised guidance from the Department for Transport’s WebTAG appraisal system. These can demonstrate a number of impacts linked to growth in passenger journeys including:  Reduction in car driver km  Reduction in carbon dioxide emissions as a result of modal shift to rail Baseline data need to be calculated for the Derwent Valley line based on the current number of passenger journeys. 7. Specific targets linked to specific projects will also be identified and monitored e.g. number of people attending events, number of hits on website. 4.2 Risk Management A range of potential risks exist with the delivery of the strategy and annual action plans. Many of the projects are to be delivered by the Partnership Officer in conjunction with other Partnership members. The officer is only part time so needs to be able to work effectively and efficiently to deliver schemes, in agreement with other members. The officer’s work therefore needs to remain focused on the delivery of the annual approved action plan, unless otherwise agreed by the Management Group. The current officer has been in post for six years (previously as the Derwent Valley Rural Transport Partnership officer) and has experience of delivering a 24 range of station improvements and marketing projects. The Partnership Officer has worked with the existing Station Facilities Manager who has helped deliver the majority of station improvements during this period. The partnership officer also worked with the new Stakeholder Development Manager, whose remit for a number of years in previous roles including the development of the Derwent Valley Line. The continuation of these working relationships should benefit the delivery of station schemes.The continuation of existing funding commitments from local authorities and East Midlands Trains will support the employment of the Partnership Officer until 2011. Annual funding also exists to deliver a range of small-scale marketing, station and other schemes. Delivery of many proposed station schemes is subject to funding from various sources notably Derbyshire/Derby Joint Local Transport Plan, East Midlands Trains and bids to the Department for Transport Access for All scheme. Marketing projects will require joint funding from the Partnership’s budget and East Midlands Trains, through the delivery of an annual marketing plan. Growth in passenger journeys, especially for leisure trips could be effected by any downturn in the economy, but equally may increase from a continued increase in fuel prices. A number of schemes are to be delivered by other organisations and so are subject to these organisations being able to commit sufficient time and financial resources to deliver them.25 Annex 1 Partnership Achievements up to April 2008General  Patronage Growth of 39% between 2002 and 2008  Successful campaign for new hourly service to Nottingham as part of new franchise  Organisation of extra trains for Matlock Bath Illuminations’ Firework Nights.  Passenger surveys Marketing and Publicity  Production of ‘Great Days Out on the Derwent Valley Line’ and distribution to 18,000 households along the line, plus at regional stations and at numerous other Derwent Valley outlets.  Establishment of discounted entry vouchers for trains users to 7 local tourism attractions.  Leaflet produced to promote Matlock Bath Illuminations and extra trains on firework nights  Funding and assistance to the Derwent Valley Mills Partnership in the production of ‘A scenic guide to what you can see along the Derwent Valley Line  Part funding of Derwent Valley Mills World Heritage Site Liveried Train  Assistance in the production of ‘Ambergate’ linear walk leaflet  Annual advert in Scenic Britain by Train  Occasional features promoting the line in local magazines e.g. Belper Celebration magazineStations  Regeneration of Belper station including CCTV, major landscaping scheme and access improvements.  New waiting shelters at Belper and Whatstandwell.  Refurbishment of existing shelters at Duffield and Ambergate  Reopening and refurbishment of waiting shelter at Matlock Bath.  New seating at Duffield, Belper, Ambergate, Matlock Bath and Matlock  Customer Information Screens at Belper, Matlock Bath and Matlock  Customer Help Points at all stations  Improved signage at Belper, Ambergate, Whatstandwell, Cromford and Matlock Bath stations.  Community Rail Partnership Information Cases which include local bus and taxi details and a local map at each station.  CCTV at Matlock Bath Station, managed by Derbyshire Dales Community Safety Partnership  CCTV at Matlock Station and surrounding area, managed by Derbyshire Dales Community Safety Partnership  Funded station adoption projects at Duffield, Whatstandwell and Matlock  A Journey into (Station name) Past poster featuring historic photographs and information of each station on the line  Welcome Poster for each Station 26 Publicity and information produced by other organisations  Station to Station Walks leaflets A series of 3 walks leaflet featuring a total of 12 linear walks from Derwent Valley Line stations were produced approximately 10 years ago by Derbyshire County Council Countryside Service. These leaflets cost 35p each and are only available from Tourist Information Centres and some other local outlets. The Partnership should discuss the opportunity of re-launching these leaflets as a free publication utilising the East Midlands Trains Derwent Valley Line branding guidelines. This would enable wider distribution of the leaflet. Potential cost implications of buying out existing stock would have to be considered. Scenic Line Guide This guide was produced in Summer 2006 by the Derwent Valley Mills Partnership with funding from the Rural Transport Partnership. The guide acts as a ‘windowgazer’ highlighting features of interest along the line. Only a limited stock of leaflets remain and the travel information needs updating. This guide should be re-designed in consultation with the Derwent Valley Mills Partnership utilising the East Midlands Trains Derwent Valley Line branding guidelines. Ambergate leaflet This guide is produced by the Derwent Valley Mills Partnership. The guide promotes Ambergate as a park and walk/ride option for linear walks along the Cromford Canal. It features a summary of the Derwent Valley Line train times and of the Transpeak bus service and is updated twice yearly in May and December. The leaflet is paid for mainly by sponsorship from local public houses featured in the guide. Derbyshire Train Times This excellent publication is produced by Derbyshire County Council and features details of all Derbyshire train services. The partnership should request that the Derby-Matlock timetable pages feature our Derwent Valley Line branding. 27 Annex 2 - Stations Plan During the last five years the Partnership has co-ordinated a range of improvements to all Derwent Valley Line stations. Funding has been accessed from various sources notably the County Council Local Transport Plan, East Midlands Tourism and Countryside Agency grants, which combined with Partnership funds and limited funding from the previous operator have enabled a range of improvements to be carried out. These include notably improvements to waiting facilities, station access and information provision. Access and Signage Local stations are on the whole well signed from adjacent roads and village/town centres, exceptions to this are highlighted for each station. This is signage is predominately aimed at car drivers. Studies undertaken by Greater Manchester Passenger Transport Executive (GMPTE) indicate that a key determinant of train usage (other than frequency and reliability) is ease of access to stations. An audit of pedestrian and cycle accessibility from main residential areas and key destination points for work, education and leisure, within approximately a mile radius of each station would help establish potential local signage improvements for pedestrians and cyclists. Any work identified would largely be the responsibility of the county council as highway authority.Information provision Passenger surveys have consistently revealed the concerns of passengers regarding poor levels of information particularly real time train running information.At all stations Customer Help Points have been installed. These provide automated real time train running information and a 24-hour emergency access button. East Midlands Trains plan to have an operator based system providing real time train running information. An upgrade of these Help Points should be a priority, funding for which needs identifying. Existing Help Points and Customer Information Screens at Belper, Matlock Bath and Matlock are automatically updated from the train reporting locations located at signals on the main line between Derby and Ambergate junction. There are no train reporting points on the branch line, but a Train Mass Detector has been installed at Matlock to automatically recognise the arrival and departure of the train at Matlock. A late departure from Matlock is then recognised and the Help points and CIS updated at other stations. Problems occur when there are delays between Ambergate and Matlock, as no reporting points exist. This causes particular problems at Matlock where late running trains are frequently not recorded by the CIS and Help Point. When trains are late on the branch line running towards Derby the CIS at Belper is only updated once the train has accessed the mainline. The proposed solution to improve the overall system are a pair of Train Mass Detectors at Whatstandwell, which is approximately half way along the branch. Better overall management of the system is also required so that screens and Help points are manually updated as necessary. 28 All stations should also prominently display signs stating direction of travel and regarding information about paying on the train. These are a franchise requirement and stations need checking for this information.The Partnership manages four information cases at each station. These provide additional local, visitor and transport information to complement the train company’s timetable poster and other associated train information posters. These four cases display the following information: o Local Transport Information poster and map detailing local bus departures and taxi information; o Display case listing Partnership information, local events and meetings of the Friends of the Derwent Valley Line (FDVL) case is managed at most stations by a local representative of FDVL or local station adoption group. o A Visitor welcome poster o A History of xxx Station posterEast Midlands Trains will work with the partnership to review the layout of all information cases at stations to ensure they meet national rail guidance and are situated in the optimum locations for passengers. At all stations on the line the Partnership is in discussion about how to incorporate Derwent Valley Line branding at stations to complement train company signage. The main emphasis is to utilise the line branding at station entrances/road sides to additionally promote the line but may also include platform signage. Station environment The Partnership has had some success in ensuring Network Rail carry out some essential maintenance notably vegetation management and fencing improvements. Stations are kept clean and tidy by the train company’s Station Cleaning team who visit twice a week normally Monday and Friday. This routine works well and the existing two members of staff are keen and do a good job taking pride in their work. The improvements in station cleaning are noticeable compared to three or four years ago when they felt rather neglected.Several local stations retain important historical station buildings and other original features. The Partnership will consult with the DVMWHS Partnership, at the earliest stage, on any physical changes which could affect their character or appearance, including the need to consult with the DCC Conservation and Design Section on any repair works to historic railway structures.CCTV The Partnership has initiated and funded the installation of CCTV at Belper, Matlock Bath and Matlock stations. These systems are all managed through the respective Community Safety Partnership. It is anticipated that at Cromford, the Arkwright Society will have a privately managed system providing coverage of their station building, which may be expanded to cover 29 the platform and main car parking areas, subject to funding. At the other stations where no local CCTV systems exist (Duffield, Ambergate and Whatstandwell) options for the installation of an on site CCTV recording system should be investigated. Road Replacement Services The provision of road replacement services remains a concern, both when in planned in advance due to engineering work and at short notice due to cancellations. Road replacements are normally operated by replacement buses but sometimes by taxis or a combination of both. At some stations buses call at the station and at others have to call at agreed points on the A6. Drivers do not always know the area and do not call at the correct points despite instructions normally being provided. The introduction at some bus stops adjacent to the stations of the double arrow BR sign to indicate a bus stop near a station has complicated the bus pick up point from the passenger’s viewpoint. A sign should be installed at bus stops which are the designated replacement bus pick up points in a similar manner to the bus replacement sign at Matlock which states ‘When in operation rail replacement services operate from this stop’. At other locations the stop should also indicate the direction of travel - ...in the direction of Matlock/Derby. There should also be clearer and more prominent advice on the platforms, for the location of replacement bus stops Cycle parking All stations have cycle stands (except Ambergate). The installation of cycle lockers at stations needs to be investigated with East Midlands Trains. A management system for these would have to be agreed as part of installation.Bus Links Bus links and labelled bus stops are shown on the Local Transport Information poster and map at each station. The flags at these local bus stops should be labelled with their relevant letter to assist passengers. There are many improvements still required at all the local stations which East Midlands Trains are keen to progress and jointly fund with Partnership. The following sections outline problems and detail proposed improvements for each station.Duffield Station This the fourth busiest station on the line with 20,671 in 2007/8. The station attracts 40-50 regular commuters on a daily basis a number of whom are travelling beyond Derby. The large number of morning commuters means that Conductors are unable to sell tickets to all Duffield passengers. The installation of a ticket machine should be considered to overcome the majority of the problem.The station is situated at the northern end of Duffield village, approximately a five-minute walk from the village centre. Most of the residential area is located to the south and west of the village centre. A development of 24 30 apartments is being built adjacent on the station approach road adjacent to the car park and station footbridge. Ecclesbourne Valley Railway is restoring the adjacent platform to enable the operation of train services to Wirksworth.Access and Signage There is level access to the station entrance from most parts of the village. A pedestrian footbridge provides stepped access to the ‘island’ platform for trains to Derby and Matlock. Consequently there is no disabled access to the platform. A pedestrian link to the Ecclesbourne Valley Railway’s platform on the former Duffield to Wirksworth line is being installed adjacent to the station footbridge. The station entrance path from the car park to the footbridge and EVR link path would benefit from some minor landscaping improvements. To enable the EVR link a section of cable ducting needs burying. Once this happens opportunities should be considered to remove an inner fence line and provide a more open attractive entrance to the station. The option for a new entrance from Chapel Street to both stations needs to be investigated. This would provide improved access from the centre of the village and would also offer opportunities for improved bus/rail interchange and extra car parking. The station is well signed from the main A6, although no station entrance or totem sign exists. This is a standard railway station requirement.Passenger Facilities The large island platform has a rather desolate and tired feeling with large expanses of gravel at each end of the platform.  Waiting Facilities There is an old waiting shelter in poor condition. It was re-glazed approximately 3 years ago and so does provide protection from the weather. This occasionally suffers from minor vandalism and graffiti. The shelter should be replaced with a modern Paragon anti vandal proof shelter. The option of a larger 4 bay shelter should be considered to provide adequate shelter at busy periods notably for morning commuters. There are also 2 benches located on the station platform. Relocating of the shelter parallel to the tracks and nearer the steps should be considered. The new shelter is currently being installed (July 2008). Information provision There is a Customer Help Point and timetable information cases located on the platform, fixed to the wall of the footbridge on the Derby bound side of the island platform. There is a current proposal to fit a Customer Information Screen to the footbridge wall to face the main waiting area near the bottom of the steps. Some timetable cases have been fixed to the wall, however this area is poorly lit. This area would benefit from an additional lamp column fixed to the wall of the footbridge hanging over these facilities. Further use of the wall for timetable and other information would then be sensible. 31 There is a Customer Help Point and timetable cases next to the phone box located in the car park near the station entrance gate. This area where the timetable cases are situated is poorly lit and timetables cannot be read when it is dark. A few metres through the entrance gate are the CRP’s 4 display cases, which are adjacent to a light. The timetable cases could be relocated next to the CRP cases or preferably extra lighting fitted near the existing cases, Help Point and telephone box.The CRP is working to install some promotional Derwent Valley Line promotional signage, which in future can be adapted to include alight here for EVR. As this station is on the mainline it also offers the opportunity for large promotional/running signs to promote the Derwent Valley Line to passing long distance travellers. Station Environment The station has been adopted by Ecclesbourne Valley Railway who is renovating the disused platform on the Duffield to Wirksworth Line. Planting boxes, hanging baskets, signage and painting improvements have been carried out, these have been part funded by the Rail Partnership. Car Park There are 2 sections of free car parking. Parking for about 10 cars is located near the entrance path to the station footbridge. There are no allocated disabled parking spaces. The second area of parking c.15 spaces is on the station approach road. Many of these spaces are used by local residents. There is concern that the new apartment development will put increased pressure on the limited car parking available at the station. Car park management options may need to be considered in the future to provide parking for rail users only. Marking of additional spaces along part of the station approach road may be possible. There are three cycle stands whose usage has been impacted upon by the building works for the new apartments. There is the potential for an additional combined car park with Wyvernrail. A business case and funding need to be identified to deliver this. This new car park would also enable the installation of a new access route from the end of Chapel Street through to the stationRoad Replacement Services Road replacement services pick up/drop off in the station car park at the junction of Station Road and Station Approach. There is some concern that some bus drivers who do not know the area do not always call at the station. Turning of buses may also become more difficult in future when there are additional parking pressures from the new apartments. The pick up/drop off point could be moved to one of the local bus stops on the A6, which any replacement service would have to pass. If this change was implemented this would need clear signage from the station. 32 Bus Links Most bus services run parallel to the railway line between Derby and Belper via Duffield on a 15-minute frequency. There are only occasional other local bus services. As a result there is very limited interchange between bus and rail and limited potential to increase this. Bus stop flags should be labelled as marked on the Local Transport Information map.Village Centre Timetable Information The CRP manages small train timetable information cases located outside Duffield Post Office and at the junction of Station Approach and the A6. Proposed Improvements  SD1 New Paragon anti vandal waiting Shelter – High priority The new shelter is currently being installed (July 2008).  SD2 New Station Entrance signage or Totem on A6 junction - High priority  SD3 Disabled car park spaces, investigate options for extra parking spaces, possible management options, shared parking and new pedestrian access with Wyvernrail - High priority  SD4 Install Customer Information Screen on platform and/or upgrade Help Points to operator based system– High priority  SD5 Lighting of Derby bound side of footbridge on island platform – Medium priority  SD6 Lighting in car park by phone box, Help point and timetable cases – Medium priority  SD7 Consider the business case for Installation of ticket machine – Medium priority  SD8 Replacement of footbridge with a disabled accessible bridge should be along term objective - Medium priority.  SD9 Review Road Replacement pick up/drop off point – Medium priority  SD10 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SD11 Investigate option for on site CCTV system – Medium priority  SD12 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SD13 Landscaping of entrance path from car park to footbridge and landscaping improvements of station platform - Low priority. N.B. This may offer opportunities for other improvements in this area e.g. lighting and relocation of timetable cases.Belper This is the second busiest station on the line with 74,796 in 2007/8. The station serves the largest community on the line; most of the residential area is located up the hillside to the west of the station. The station attracts the largest number of commuters 70-80 regular commuters on a daily basis a number of whom are travelling beyond Derby including 10-15 who use the current morning mainline train to Chesterfield and Sheffield. The large number of passengers especially morning commuters means that Conductors are not always able to sell tickets to all Belper passengers. The installation of 33 a ticket machine should be considered to overcome the majority of the problem. The station is situated in the town centre but is hidden in the railway cutting behind the Somerfield supermarket. The station has 2 platforms. The station has undergone a significant transformation to make it an attractive and user- friendly facility. However the station still remains hidden to many Belper residents and creating a ‘Gateway’ to the station remains a high priority.Access and Signage There is level access to the station entrance from the town centre and adjacent council car park, although parked cars sometimes have to be negotiated. Access from the town centre is via a staggered alleyway from King Street to the rear of Somerfield from where the station remains hidden by overgrown trees and its location in the railway cutting. The station platforms are accessed by ramps at the rear of the Somerfield store. These step free ramps provide acceptable access for most able-bodied people but are steeper than current disabled access requirements. There are access paths from both Field Lane and Green Lane/Albert Street both via steps onto the Matlock bound and Derby bound platforms respectively. Both paths, which have been resurfaced in recent years, are important pedestrian routes for local residents accessing the town centre. Ongoing management of the Field Lane path remains an issue due to overhanging trees from the station and an adjacent resident’s hedge. A previous scheme to improve signage between Strutt’s North Mill and the station from Field Lane via The Clusters was unable to proceed due to conservation impact. Options to achieve this need reconsidering. Clear signage is paramount given the station’s hidden location. Access to the station by car is via Amber Valley Borough Council’s town centre car park located off Field Lane. The station is located some considerable distance through the car park and the visitor may struggle to locate the station. Existing signage is now very faded and needs replacing and complementing with additional signage at key points.The station is well signed from the main A6, although the station is not signed from the town’s western approaches A609 Nottingham Road and B6013 Chesterfield Road directions where most residents live.Despite some improvements, pedestrian signage to the station remains poor. Signage from the town centre is limited to a couple of fingerposts and poor signage at the rear of Somerfield from where the station is obscured. Direction of travel signage for each platform should also be improved. Signage to/from other local pedestrian routes should be reviewed. To raise awareness of the station, East Midlands Trains have proposed an artistic entrance or arch way adjacent to Somerfield to create a ‘Gateway’ to the station.34 There is a station totem sign at the top of the Matlock bound access ramp but its location is hidden from view and relocation should be considered. Facilities Following significant improvements, platform facilities are now of a good standard. Both platforms are covered by two CCTV cameras located on the access ramps. These are part of the Belper town centre CCTV system owned by Amber Valley Borough Council and monitored at Derbyshire Police Headquarters. The improvements to the station were acknowledged by reaching the final of the Best Small Station at the National Rail Awards 2007. Waiting Facilities Two ‘3 bay’ Paragon waiting shelters are located on the Derby bound platform, plus additional outside benches. A smaller ‘2 bay’ Paragon shelter is located on the Matlock bound platform, plus additional outside benches. This shelter only provides limited waiting facilities for passengers towards Matlock, many of whom are weekend leisure travellers. Survey work revealed a desire by some passengers for a second waiting shelter on this platform. Information Provision Customer Information Screens and Help Points are located on both platforms. The Customer Information Screens have suffered from some reliability problems and from lengthy periods of inoperability. It is important that these are regularly checked and repaired promptly. It is important to also ensure that the correct information is entered onto the screens especially during periods of service disruptionThe Customer Information Screens require automated Public Address and Induction Loop facilities adding to make them DDA compliant. Funding from the Department for Transport’s Access for All fund should be applied for to part fund these. Timetable Cases are located on both platforms. On the Derby bound platform a two-unit case is located at the top of the access ramp displaying train times and other train information. The CRP has four cases situated on the platform between the two waiting shelters, which are well lit. On the Matlock bound platform, there are four cases for train timetable related information and four CRP cases. These are positioned on the platform either side of the fencing under a map column next to the waiting shelter. Additional train timetable related information cases are required on the Derby bound platform and all passengers would benefit from a train timetable information case situated at the station entrance next to the existing totem (relocation of this is proposed) on the bridge at the top of the Matlock bound platform. It is proposed that at least a 2 DR information case is installed here for train timetable information but without blocking the view down to the platforms. 35  Station Environment Major landscaping works of some of the station’s banking areas has been carried out by unemployed trainees supervised by Groundwork Derby and Derbyshire. These areas were previously very overgrown, extremely untidy and collapsing onto the station platforms. The landscaping which included over 4,000 plants has proved very attractive and has received many positive complements from local people and passengers. Despite a well designed low maintenance planting scheme, some annual maintenance is required to these areas. This has so far been on an ad hoc basis by Groundwork. The landscaped areas fall outside the train operator’s station lease area and so the usual station adoption with the train operator has not been possible. An option for Groundwork to manage the areas via a licence from Network Rail is currently in the process of being agreed. Future maintenance by Groundwork and their trainees will cost £250 a day, which it is proposed the Partnership funds until possible alternative arrangements can be identified. The probation service may be able to assist. Approximately 6 days work is required throughout the year by Groundwork to manage the landscaped areas.Due to its setting the station also suffers from considerable overhanging vegetation from other high inaccessible banking areas. These require a minimum of bi-annual, preferably annual cutting and spraying to prevent encroachment onto the platform and access ramps. This is the responsibility of the train operator and Network Rail.Car Park There is no dedicated station parking. The adjacent car park is local authority owned by Amber Valley Borough Council. Provision of overnight parking in this car park needs confirming with AVBC. The car park is CCTV monitored. Free parking is available at the Coppice Car Park near the Market Place approximately a 5 minute walk from the station. A number of regular passengers use this car park or park on street near the station e.g. on Field Lane. Information re parking options needs displaying at the station and in other appropriate information. There are three cycle stands in the AVBC car park near the station entrance. Road Replacement Services Road replacement services are unable to access the station. The pick up/drop off points are the bus stops on the A6 outside/opposite The Lion Hotel. These stops need signing as rail replacement stop. Bus Links Most bus services run parallel to the railway line between Derby and Belper via Duffield on a 15 minute frequency. Some of these and other local services provide links between the town centre/station and the town’s residential area. There is some interchange between bus and rail and some potential to increase this by through ticketing and other integration initiatives. Bus stop flags should be labelled as marked on the Local Transport Information map.36 Town Centre Timetable Information The CRP manages train timetable information cases located on fingerposts on King Street near Somerfield and at the junction of King Street and Bridge Street (A6). Proposed Improvements  SB1 Entrance/gateway feature to station – High priority  SB2 Signage improvements highway and pedestrian links - High priority  SB3 Install ticket machine – High priority  SB4 Additional timetable cases top of Matlock bound platform - Medium priority  SB5 Move totem to more visible location - Medium priority  SB6 Car parking provide information on options - Medium priority  SB7 Resolve medium/long term management of landscaped areas - Medium priority  SB8 CIS upgrade to DDA standards and/or upgrade Help Points to operator based system - Medium priority  SB9 Management of adjacent Field lane link path - Medium priority  SB10 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SB11 Sign bus replacement stops – Medium priority  SB12 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SB13 Extra waiting shelter Matlock bound platform – Low priorityAmbergate This is the fifth busiest station on the line with 18,677 passengers in 2007/8. The station is situated at the northern end of Ambergate village, at the junction of the A6 and A610 approximately a five minute walk from the village centre. Most of the residential area is located to the south and west of the village centre. The station also serves surrounding villages of Sawmills, Bullbridge, Fritchley, Nether Heage, Crich and acts as a railhead for passengers from Ripley, Swanwick & South Wingfield. The station has the potential as a small park and ride station. Access and Signage The station is generally well signed from the main A6/A610, although the station sign opposite entrance of A610 needs replacing. Pedestrian signage also needs renewing following closure of the Youth Hostel and provides an option to improve signage to the Cromford Canal. Pedestrian and disabled access on the Station Approach is poor. The gradient and narrowness of the pavement limits wheelchair access. The narrow pavement is also impeded by spoil collapsing and overhanging vegetation from adjacent banking. Pedestrians can avoid part of the narrow path by using a flight of steps, but these are in a rather poor condition. The steps ideally require replacement and the adjacent area would benefit from some landscaping works to stabilise the banking and make the area more 37 attractive. The Pavement in the final approach to the platform is also beginning to collapse into the copse.The lighting on the platform and in the car park is generally good but there is no lighting on Station Approach between the A610 and the flight of steps. This also means that some of the timetable cases on Station Approach are illegible in the dark. The station entrance and signage at the junction of the A610 could be more presentable at this busy roadside location. There appears an a opportunity to not only improve the station ‘totem double arrow’ signage but also use Derwent Valley Line promotional signage to market the line. It would also be beneficial to tidy up the banking area behind the existing signs including a major litter pick. Some minor landscaping improvements could be carried out here linked to the proposed landscaping works around the steps on Station Approach. A new roadside 4DR case installed by the Partnership has assisted in raising awareness of the station and the line to passing traffic.The opportunity to provide a new access link from the village on Newbridge Lane needs to be considered. This would provide a more direct route for many local residents and run parallel to the track into the end of the car park, where sufficient width appears to exist. Accessing the proposed path from Newbridge Road may prove difficult due to the lack of pavement but Network Rail as landowner maybe able to facilitate this. The A610 provides a direct and level link to the communities of Sawmills, Ridgeway and Bullbridge. The pavement along the A610 is of a predominately good width to investigate the option of a combined footway/cycleway from the station to Ridgeway. This could then link onto a section of old railway line towards Buckland Hollow and Ripley. This is recognised as a desired cycle link in the Derbyshire Greenways Strategy. Access to the car park is also restricted due to the tight hairpin bend on Station Approach. This is sometimes made more difficult by resident’s parked cars, though this situation has greatly improved following communication on this matter with the resident’s. The approach road would benefit from some minor safety improvements including speed bumps and visibility mirrors plus some keep clear areas on the Station Approach and Station Terrace. On Station Approach there is a lack of surface water drainage, which creates wet and icy conditions for station users.Station Facilities The platform situated high above the village has a rather desolate and windswept feel.  Waiting Facilities There is an old waiting shelter in poor condition. It was re-glazed approximately 3 years ago and so does provide protection from the weather. This occasionally suffers from minor vandalism and graffiti. The shelter should be replaced with a modern Paragon anti vandal proof shelter. The option of a larger 4 bay shelter should be considered to provide adequate 38 shelter at busy periods notably for morning commuters. The shelter entrances need to be orientated to pride shelter from prevailing winds. The adjacent fencing requires modification to prevent egress onto the shelter roof. There are also 2 benches located on the station platform. The new shelter is currently being installed (July 2008). Information Provision There is a Customer Help Point and timetable information cases located adjacent to the platform. Some additional timetable display cases are required for engineering and other train information. The Partnership has a 4DR display case in the station car park near the platform exit. The station would benefit from the installation of a Customer Information Screen. The Partnership has a 4DR display case parallel to the A610 at the junction of Station Approach. This is reasonably well illuminated by highway lighting. The adjacent 3DR timetable information cases on Station Approach are unlit and illegible in the dark.  Station Environment The station would benefit from the presence of a station adoption group. There is some potential interest, which needs pursuing. Car Park The station car park currently holds c. 30 cars if parked sensibly and can sometimes be almost full with combination of train users, walkers and local residents. At very busy times cars are parked along Station Approach, which limits overall access to the station. Some local residents park at the station and is also used by walkers and cyclists, some of whom are doing linear walks by train mainly along the Cromford Canal. The car park needs marking out and there are no allocated disabled parking spaces. Car park expansion is being considered by East Midlands Trains into adjacent railway owned land, which could significantly increase the size of the car park. There are no cycle stands. Road Replacement Services Road replacement services are unable to access the station. The pick up/drop off points are the bus stops on the A6 outside/opposite The Hurt Arms. These stops need signing as rail replacement stop.Bus Links The daily Transpeak bus service runs hourly parallel to the railway line between Derby, Ambergate and Matlock. There are other local bus services operating Monday to Saturday including an hourly service to/from Ripley and Belper and service every two hours to Crich. There appears to be limited interchange between bus and rail. There may be some opportunities to improve this with the new hourly train timetable. Bus stop flags should be labelled as marked on the Local Transport Information map.39 Village Timetable Information The CRP manages a train timetable information case located outside the White House public house. Additional locations for train timetable displays in Ambergate and neighbouring communities should be considered. Proposed Improvements  SA1 New Paragon anti vandal waiting Shelter – High priority The new shelter is currently being installed (July 2008).  SA2 Lighting improvements on Station Approach from corner of A610 to steps – High priority.  SA3 Marking out of existing car park and disabled car park spaces - High priority  SA4 Pavement improvements on Station Approach – Medium priority  SA5 Landscaping works on station approach and replacement of steps - Medium priority  SA6 Installation of DDA compliant Customer Information System and/or upgrade Help Points to operator based system – Medium priority  SA7 New Station Entrance signage/Totem on A610 junction - Medium priority  SA8 Expansion of existing car park - Medium priority  SA9 Additional location(s) for village timetable displays – Medium priority  SA10 Investigate potential of link to Newbridge Road – Medium priority  SA11 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SA12 Sign bus replacement stops – Medium priority  SA13 Station Adoption – Medium priority  SA14 Install cycle stands – Medium priority  SA15 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SA16 Investigate option for on site CCTV system – Medium priority  SA17 Re-sign local village and canal links to/from station  SA18 Investigate proposed A610 cycle link – Low priorityWhatstandwell This is the station with the lowest number of passengers on the line, 14,571 in 2007/8, which reflects the small community around the station. The station is situated on the A6 below Whatstandwell village. The station also serves Crich and has the potential as a small park and ride station. Access and Signage There is level access to the station entrance via pavement along the A6 from the Derwent Hotel. Unfortunately there is a dangerous canal bridge situated on a bend with no pavement, which pedestrians from the village need to negotiate to access this pavement. Potential improvements to this area appear limited.There is a direct public footpath route signed from the centre of Whatstandwell village to the station. This is a well-used route to the station 40 and also provides access from the station and village to the Cromford Canal. This whole route needs upgrading including the refurbishment of the platform footbridge, canal footbridge, removal of several trip hazards along the route and the installation of low-level lighting. It is envisaged that these improvements will be jointly funded by Derbyshire County Council and Network Rail in 2008/9. The station is well signed from the main A6, although an earlier station road sign could be positioned on the northbound approach. The station entrance signage at the junction with the A6 could be more recognisable at this busy roadside location. There is an opportunity to install a station ‘totem double arrow’ sign and also to use Derwent Valley Line promotional signage to market the line.Facilities The platform area has recently been improved with new waiting shelter and installation of planters along the platform. The station has a short platform and can only accommodate a 3-car train.  Waiting Facilities The waiting facilities are satisfactory for this small station with a 2 bay Paragon shelter within which is located a payphone. There are also benches on the platform.  Information Provision A Help Point is located at the rear of the platform. The train timetable cases are located at the platform entrance but this area is unlit. An additional lamp column is required in this area. The Partnership has a 4DR display case located on the platform exit. This area is partially lit by the lamp column overhanging into the car park but would benefit from this column being upgraded to a double-headed light. There is the potential to adapt the rear of the information case (facing the car park and A6) to display marketing posters aimed primarily at walkers who use the car park for non-rail use.Despite having the lowest number of passengers there is a current proposal to install a Customer Information Screen. Whatstandwell is located approximately halfway in journey time between Ambergate and Matlock and appears the ideal location to install a pair of Train Mass Detectors (TMDs) to provide an additional point to locate the train and update CIS and Help Points at other stations along the line. This makes installation of the CIS more cost effective as part of this installation.  Station Environment The station has been adopted by Friends of the Derwent Valley Line (Whatstandwell Group). Six planting boxes have been installed at the station to make the platform and station car park area more welcoming. Some other minor landscaping and planting works have been carried out.Car Park Whatstandwell has a small station car park that can accommodate about 20 cars including 2 disabled spaces. There has been a small increase in the number of commuters regularly parking at this station to between six and 41 eight per day. It is known that some of these travel from the Wirksworth and Via Gellia area and demonstrates it’s potential as a small park and ride station. Other off peak travellers use the car park and it is known that on occasions the car park is filled by walkers and potential train users have to drive to Ambergate to park. A significant number of the passengers are also dropped off by car by friends and family. This reflects the wider importance of the station in the community. East Midlands Trains wish to expand the car park into the small block of tree/shrub area behind the station footbridge to enable greater use of the station. There is a cycle stand located on the platform, but there is some concern that this is poorly situated in terms of pedestrian access to the footbridge.Bus Links The daily Transpeak bus service runs hourly parallel to the railway line between Derby, Whatstandwell and Matlock. There is an occasional (every 2 hours) Monday to Saturday service between Whatstandwell and Crich and thus there appears to be limited interchange between bus and rail. Bus stop flags should be labelled as marked on the Local Transport Information map.Town Centre Timetable Information The CRP manages train timetable information cases located at the bus stop by the Derwent Hotel, in Whatstandwell village at the top of the footpath link and on the Cromford Canal by the link to the station. Proposed Improvements  SW1 Refurbishment of footbridges and footpath improvements – High priority  SW2 Installation of CIS and TMDs as part of ‘line’ real time information upgrade – High priority  SW3 Platform lighting improvements – Medium priority  SW4 Expansion of station car park – Medium priority  SW5 Extension of station platform to accommodate 4 car trains – Medium priority  SW6 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SW7 Sign bus replacement stops – Medium priority  SW8 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SW9 Investigate option for on site CCTV system – Medium priority  SW10 Use of rear of information case for marketing posters – Low priorityCromford This is the sixth busiest station on the line with 16,621 in 2007/8. The station is situated approximately 2/3 mile from the centre of Cromford on the Lea Road. The station serves a wide community notably Lea Bridge, Lea, Holloway, Bonsall and Wirksworth. Some passengers also originate from Matlock especially the Starkholmes area, as it is easier to access Cromford 42 Station by car than Matlock. A situation that has recently been exaggerated with the new road network in Matlock.Access and Signage The station is generally well signed from the A6 Cromford crossroads, although station signage at Willersley Lane is required, which should be signed as part of Cromford lighting improvements scheme. There is no signage to the station in Lea/Lea Bridge.Pedestrian and disabled access to the station is poor. From Cromford village there are several sections between Cromford Mill and the station where lighting is poor. To rectify this, the Partnership is providing some match funding to a 2007/8 Local Transport Plan scheme to improve lighting between the bridge and the station, which will also include pavement improvements and a tactile crossing across Willersley Lane. Overgrown trees blocking lighting and generally making the area dark remains an issue. These have been reported to the County Council for action. The narrowness of the pavement across Cromford bridge remains a concern. It is not wide enough for a child’s small buggy and traffic seems to have increased significantly since the new road network in Matlock and ongoing roadworks in Matlock Bath. A study commissioned by Derbyshire County Council in 2003 recommended the widening of the pavement with one lane of traffic controlled by traffic lights, although taking this forward appears difficult form a highway design viewpoint. An alternative route to the station has been proposed by following Cromford Meadows to the railway and the installation of a cantilever type bridge adjacent to the railway bridge to enable access to the platform. This would only be an unlit, summer leisure route and justifying funding for this seems difficult. On the station approach further tree management work needs carrying out from a safety perspective to open out the station. The station is surrounded by trees and is in an isolated location, which deters potential users. It is envisaged that these works can coincide with works around the station building. The double arrow totem should be located at the bottom of the approach road not at the top where it is partially hidden. Improvements to the entrance off Lea Road need consideration and it is understood that improvements are a planning condition for the re-development of the station building. Facilities The station has a rather derelict feel to it, but it is hoped that this will soon change when the Arkwright Society renovate the Station building and convert it into office space and a World Heritage Site ‘portal’. Usage of this building should have a very positive benefit to the station environment and the scheme will also include a privately operated CCTV system, which should cover the platform area and the approach road. This redevelopment provides the opportunity to consider replacement of existing modern seating and 43 information cases in more traditional style – see below. The station has a very low platform, requiring a considerable step up onto the train. The implementation at Harrington in Cumbria of the relatively low cost platform ‘hump’ should be monitored and assessed as a possible access solution.  Waiting Facilities Waiting facilities are poor. There is shelter under the station building canopy but this leaks badly during heavy rain. The canopy lighting is barely adequate and needs upgrading. Lights fitted to the wall of the station would seem the best option. There is a lack of lighting upon entering the platform from the car park, additional double headed lamp column are required between the two seats next to the rail partnerships information cases and near the south end of the platform above the cycle stand. Other existing columns should be upgraded to double headed units to increase lighting on the platform and parking area.Consideration should also be given to replacing the existing modern blue platform seating with a more traditional style seat in Midland red colour to match the traditional station colours.  Information Provision A Help Point is located on the platform. The station would benefit from the installation of a Customer Information Screen. Information cases are located at different locations around the station. The existing timetable cases in the car park by the platform entrance are unlit and cars often park in front of them. Other cases are fixed to the wall of the station building under the canopy. The Partnerships’ cases are located on the platform and are reasonably well lit. East Midlands Trains wish to locate the cases on the walls of the station building using appropriately styled display cases. Providing some were located on the wall at the side of the steps of the bridge and were lit this would seem acceptable from a passengers’ perspective.  Station Environment The general station environment would benefit greatly from the tree management already detailed. Old platform fencing has partially been replaced, the remainder needs replacing. The introduction of some platform planters would help brighten up the station and it is hoped that the Arkwright Society will adopt the station and implement this proposal. The disused platform and old station building and Station Master’s house are now in private ownership. The empty platform building has planning permission as a holiday cottage. These buildings have recently been sold to a new owner who plans to convert the building for this purpose. Access to their properties is via the station footbridge. The footbridge needs to be repainted before it starts to deteriorate. Car Park Passengers park on the station approach in a haphazard manner. Recently the station has become noticeably busier and ten or more cars are now not uncommon. As a result cars are parking down the lower end of the approach 44 road. The parking area is unmarked and no disabled spaces exist. The owners of the Station Master’s house have an agreement with Network Rail to park two vehicles at the station. Vehicular access will soon be required to enable works on the rear of the station building. Parking spaces need marking out and turning area(s) need providing. This may mean existing cycle stands need relocating, preferably onto the platform. It is proposed that the cars park at 45o on the lower section of the approach road to maintain one lane of traffic in and out of the station with turning areas on the bend and near the platform entrance. The fence line may have to be set back slightly to achieve this. Disabled and other spaces can be installed below the platform wall between the two turning areas. Access to the rear of the station building and to the surfaced access path on station approach need to be kept clear. (Station car park marked out by East Midlands Trains June 2008, following assessment 14 spaces provided plus disabled spaces). Road Replacement Services Road replacement services are unable to access the station. The pick up/drop off points are the bus stops on the A6 Cromford crossroads. This is of considerable distance for passengers (10-15 minute walk) who may have already walked to the station to discover replacement bus services, but little alternative exists. Provision of a real time train information Help Point or Information Screen located in the centre of Cromford would be very beneficial. These stops need signing as rail replacement stops.Bus Links Most bus services operate from Cromford crossroads and as a result there is limited interchange between bus and rail. Buses to Lea and Holloway stop outside the station and there is some potential to increase their use by through ticketing and other integration initiatives. Bus stop flags are labelled to correspond with the Local Transport Information map.Town Centre Timetable Information The CRP manages train timetable information cases located in the bus shelter on Cromford Market Place and at Cromford crossroads. Other opportunities at Cromford Canal/Mill should be investigated.Proposed Improvements  SC1 Mark out car parking spaces and turning areas – High priority  SC2 Lighting improvements under canopy, over platform and parking area – High priority.  SC3 Vegetation cutbacks on station approach and around station - High priority  SC4 Facilitate renovation to the station building and CCTV installation – High priority  SC5 Identify and access funding to enable Network Rail to carry out proper repairs to canopy – High priority  SC6 Installation of DDA compliant Customer Information System and/or upgrade Help Points to operator based system – Medium priority45  SC7 New Station Entrance signage/ Move Totem to roadside - Medium priority  SC8 Additional location(s) for village timetable displays – Medium priority  SC9 Station Adoption – Medium priority  SC10 Sign bus replacement stops – Medium priority  SC11 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SC12 Investigate possibility of real time information in Cromford village – Medium priority  SC13 Access improvements to Cromford bridge – Medium priority  SC14 Replace seats with heritage style seating – low priority  SC15 Replace information cases with heritage style cases fixed to wall – low priorityMatlock Bath This is the third busiest station on the line with 23,185 in 2007/8. Visitors comprise the majority of these passengers and are often heavily concentrated at weekends, in school holidays and during the illuminations season. The station was closed down in the early seventies and then reopened during which time all surrounding land had been sold off. Access and Signage The highway signs on the A6 are currently overgrown by surrounding trees The main pedestrian access route through the district council car park has recently been improved by fingerpost signage and marking of a pedestrian route through the car park. These works have been jointly funded with the Matlock Parks Project. The lights across the river bridge to the A6 are not working and have been out of action for at least two years despite complaints from the Partnership and Parish Council to District and County Councils neither of whom are accepting ownership of the columns.A footpath runs along the line of the former platform to High Tor and the Heights of Abraham. The Matlock Parks Project is intending to carry out some resurfacing work to this path. This route has also recently been signed. Two footpaths from Starkholmes join this path and provide a link to the station. The path to the Village Hall is reasonably well surfaced and partially lit but very shaded by surrounding trees. The path to the White Lion is rough and quite steep with no lighting. These are the quickest and shortest routes to a station from this part of Matlock and both require improvements including, surfacing, signing and lighting. Facilities Facilities have been improved during the last few years since the waiting room was reopened after many years of closure. CCTV has recently been installed by the Partnership and is managed by Derbyshire Dales Community Safety Partnership. An eight year maintenance agreement is in place for the cameras.46  Waiting Facilities The waiting room has been renovated and despite several episodes of vandalism has remained in a reasonable condition. Due to the lack of air circulation in the room it does require extensive cleaning to keep it in a hygienic state. There are 8 benches along the platform to cater for the numerous visitors that use the station at certain times of the year. Some designs to install a heritage style waiting shelter to complement the old station buildings have been produced. The canopy of the old station building provides some limited protection from light showers. The building is owned by Derbyshire Dales District Council and leased to the Derbyshire Wildlife Trust who now uses it as an education facility.  Information Provision A Customer Information Screen and Help Point are located on the platform. The Customer Information Screen requires an automated Public Address and Induction Loop facility adding to make it DDA compliant. Funding from the Department for Transport’s Access for All fund should be applied for to part fund these. All display cases are located around the rear of the shelter facing the car park. Station Environment The station would benefit from the presence of a station adoption group. The Wildlife Trust had shown some initial interest in platform planters and producing murals for the boarded up windows but this was prior to the scaling back of operations and staffing changes. A new approach needs to be made to see what opportunities exist. It is understood that the Wildlife Trust are considering ideas for alternative usage for the main former station building at the rear of the platform.Car Park There are no dedicated spaces for the station, all the parking is part of the District Council car park. Any dedicated station parking would have to be agreed with the District Council, which on economic grounds would seem difficult to justify. There is an opportunity for some Derwent Valley Line promotional signage on the rear of the main platform sign facing the car park. A large cycle stand is located next to the waiting shelterRoad Replacement Services Road replacement services pick up/drop off from the station. There is some concern that some bus drivers who do not know the area do not always call at the station. Turning of buses can also be difficult at peak visitor times. The pick up/drop off point could be moved to one of the local bus stops on the A6, which any replacement service would have to pass. If this change was implemented this would need clear signage from the station. 47 Bus Links Most bus services run parallel to the railway line between Derby, Matlock Bath and Matlock.There is very little interchange between bus and rail as most passengers are going specifically to Matlock Bath. Matlock Bath is promoted as an option for buses to Crich Tramway Village. Bus stop flags should be labelled as marked on the Local Transport Information map.Town Centre Timetable Information The CRP manages a train timetable information cases located outside the Midland Hotel, near the entrance to the station. A second location needs agreeing.Proposed Improvements  SMB1 CIS upgrade to DDA standards and/or upgrade Help Points to operator based system - Medium priority  SMB2 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SMB3 Sign footpath links from Starkholmes to Station – Medium priority  SMB4 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SMB5 Review Road Replacement pick up/drop off point – Medium priority  SMB6 Station Adoption – Medium priority  SMB7 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SMB8 Provide assistance to Derbyshire Wildlife Trust to establish sustainable use for old station building.  SMB9 Improve signage, lighting and surfacing of footpaths from Starkholmes – Low priority  SMB10 Investigate installation of additional heritage style waiting shelter – Low priorityMatlock Matlock is the busiest station on the line with 89,959 in 2007/8. Visitors comprise over half of these passengers and are often heavily concentrated at weekends and in school holidays. The station has retained some of its original features and the station buildings are used by Peak Rail. The area surrounding the station has undergone a major transformation as part of the Cawdor Quarry development. Only limited resources have been spent at Matlock during the last few years due to the impending development works. As the development works near completion, it is clear a range of improvements are needed at the station. Peak Rail aim to operate their heritage railway services from the disused platform. This would greatly improve the station, tidying up the eyesore of the disused platform and would bring a feature to the station. It is hoped that this 48 happens in the next 1-2 years, if this does not happen alternatives to tidy up and create a more attractive unused platform should be investigated with Network Rail.Access and Signage There is flat access to the station entrance from Matlock town centre. A disabled access route from the new station car park exists via the bus interchange. Some new signage has been installed but additional platform signage and fingerpost from the station to the town centre are required. These are projects the Partnership is currently developing.The new footbridge provides a disabled access route from the side of the station to Sainsbury’s and Snitterton Road. A new station totem sign is to be installed on the new A6 off Station Approach.Platform signage is old and needs replacing. Facilities The whole station needs improvement as it is in quite a poor condition. The station buildings and the canopies require substantial works to meet a good standard, lighting, signage and the general ambience of the station need improving. A whole station approach should be taken led by the Partnership to work with the various station stakeholders to develop an overall plan of improvements. A funding bid should be submitted to Railways Heritage Trust (although this may not be able to be submitted by the Partnership itself due to funding criteria) for the whole station including buildings, canopies and other elements. This is the approach the Trust favour and wishes to be consulted at an early stage on any proposals. Other funds including from East Midlands Trains and the Local Transport Plan could be used as match funding.  Waiting Facilities The new waiting facilities at the bus interchange have brought little benefit to rail passengers. The new waiting room is located out of view of the station platform and no direct access exists to the platform. The new facilities do provide toilet facilities at the station. Platform seating is located under the two canopies, which provide some protection from wind and rain. To provide shelter from the wind, installation of some side glazing panels should be considered to the canopy at the rear of Peak Rail’s offices. Old photographs reveal that the canopy was originally glazed enabling daylight to the area, any restoration should consider renovation of ‘glazed’ roof. The wooden seats under this canopy will soon need renewal or significant repairs. Lighting under this canopy and on most of the platform requires upgrading to modern standards. The area adjacent to the new footbridge is very poorly lit with existing lighting only covering the new footbridge. The new pick up/drop off point near the station car park is also of poor standard compared to surrounding areas. Solutions to these dimly lit areas are being investigated.49  Information Provision A Customer Information Screen and Help Point are located on the platform. The Customer Information Screen requires an automated Public Address and Induction Loop facility adding to make it DDA compliant. Funding from the Department for Transport’s Access for All fund should be applied for to part fund these. Timetable displays are located under the canopy at the entrance to the platform. Additional lighting is required to provide better illumination of all the displays. Alternatively relocation to adjacent building walls could be considered, this would open the station entrance. Station Environment The approach to the station has been partially blocked by the new footbridge. A hard landscaping scheme for station approach is currently being implemented. Derbyshire Dales District Council has published for consultation the Draft Matlock Town Centre Supplementary Planning Document which identifies Station Approach as a 'Key Development Area' and sets out guiding principles together with indicative development options for this site. The guiding principles include creating an attractive and high quality entrance to Matlock, pedestrian link between the transport interchange and a safe and attractive area for socialising and public events.Friends of Matlock Station have recently installed seven planters along the platform and aim to install a further number of planters at the north end of the platform. Car Park New station car parking arrangements will soon be implemented with the management of spaces by Derbyshire Dales District Council on behalf of East Midlands Trains. A separate car park machine will issue a £4.50 day ticket including a £3 discount voucher for reduction off train fare on the day of parking. Rail season ticket holders will be able to purchase a reduced rate car park season ticket at time of purchasing their rail season ticket. Road Replacement Services The pick up/drop off point is the bay 4 in the bus interchange at the rail station. Bay 4 is signed accordingly.Bus Links Most bus services still operate from Bakewell Road with only limited, mainly town centre services using the new interchange behind the railway station. There is some interchange between bus and rail and some potential to increase this by through ticketing and other integration initiatives. However it would seem that even with an hourly train service the current local bus arrangements and timetables will limit the amount of integration.50 Label any bus stop flags not already labelled - as marked on the Local Transport Information map.Town Centre Timetable Information The CRP manages train timetable information cases located on Matlock bridge and on Crown Square outside ‘Frankie’s’. Proposed Improvements  SM1 Station restoration development plan and submission of funding bids – High priority.  SM2 CIS upgrade to DDA standards and/or upgrade Help Points to operator based system - Medium priority  SM3 Ensure disused platform is renovated – Medium priority  SM4 Label bus stop flags to correspond with Local Transport Information map – Medium priority.  SM5 Carry out pedestrian and cycling access audit within approximately one mile of station – Medium priority.  SM6 Installation of fingerpost signage to/from station – Medium priority  SM7 Consider relocating timetable cases on adjacent building walls – Low priority.51 Annex 3 - Marketing Strategy Successful marketing of the line is essential to growing patronage, making the service more sustainable and ensuring long term sustainability of the hourly service. It can also ensure the wider benefits of social inclusion, modal shift and economic regeneration.Passengers use the line for a wide variety of purposes. The following market segments have been identified Market Segmentation A number of passenger surveys have been carried out by the Partnership to identify different users of the line. Combined with observation a number of key markets can be identified and these are detailed below. As well as these identifiable markets there are a large number of passengers who do not fit into a specific market segment. The new hourly service combined with improved connections at Derby will offer all users a wider range of travel opportunities.CommutersMain Employment Centres Passenger surveys, observation and other communication with passengers have identified the main employment centres that are accessed using the Derwent Valley Line. These are: Derby Derby is the main commuter destination from the communities along the Derwent Valley. Approximately 50% of travellers on the morning trains (which currently arrive in Derby at 0651 and 0809) are commuting to Derby. The train offers a fast and cost effective option into Derby (11 minutes from Derby and 32 minutes from Matlock) to access jobs in the city centre, Pride Park, London Road (mainly rail employees) and Derby Hospital (to be relocated to the Mickleover site in 2009). Current development in the city centre means the main shopping area is migrating eastwards toward the station. The roundhouse next to the station is also planned to become part of Derby College from January 2009. There will be a slight improvement in the morning peak with the third train of the morning arriving at 0910 for later morning workers in addition to the continuation of the 0651 and 0810 arrivals.Nottingham A number of commuters travel by train to Nottingham on a daily basis. It is believed that the number of passengers commuting to Nottingham has decreased since the direct morning services were terminated at Derby. A small number travel to Beeston to access Boots and Nottingham University and also to Long Eaton. The new hourly service direct to Nottingham offers considerable opportunity to grow this market.52 Birmingham route Approximately 20 commuters travel daily through to Birmingham (including other locations along this route). This is a very attractive connection with 3 trains per hour between Derby and Birmingham. The new hourly service offers the potential of better connections and potential growth of this market.London route A considerable number of passengers travel several times a week or less frequently to London for work or business. It is estimated that on average approximately 20 commuters per day travel from the Derwent Valley line stations to London. The majority use the current 0620 from Matlock to connect to the 0701 from Derby arriving London 0858. The former 0639 (withdrawn in September 2004) from Matlock arriving London at 1004 was a popular service. Commuters also had the option of changing at Leicester onto the faster Nottingham to London service. The new hourly service will offer better connections and potential growth of this market.Return services for commuters towards Matlock will be more attractive with an hourly service depart at xx11 from Nottingham and xx50 from Derby arriving Belper xx02 and Matlock xx23. (e.g. 1711 Nottingham, 1750 Derby, 1802 Belper, 1823 Matlock).Matlock A small number (from observation <20 per day) use the train to access Derbyshire County Council and Derbyshire Dales District Council. The Youth Hostel Association headquarters, a ten minute walk from the station, is also a significant employer in the town. Current arrival times in Matlock are not ideal (0727 or 0858). A considerable barrier is the physical access from the station to these offices especially those of the County Council (County Hall and Chatsworth Hall). From December 2008, arrival times in Matlock will improve to 0723, 0823 and 0923 and return services from Matlock every hour at xx40.Belper From observation there are a small number of people who use the train to access employment in Belper including Somerfield and Belper Hospital staff.A small number of commuters also use the line to access employment at other locations along the line e.g. Derbyshire Building Society headquarters at Duffield.Other Locations A small number of passengers travel north from Derby to Chesterfield and Sheffield. The majority of these use the existing 0826 service from Belper to Chesterfield and Sheffield. No return stopping service to Belper exists so these commuters must travel in and out of Derby, making this less attractive. The lack of a direct bus service from Belper to Chesterfield and Sheffield offers some potential for growth of this market. From December 2008 there is a northbound train at 0728 from Belper. Improved connection times at Derby will provide an hourly northbound link during the rest of the day. 53 A proposed future c.0700 departure from Matlock (possibly a Meridian train to London) would enhance journey options to Derby plus provide better connections to Nottingham, Birmingham and London. This is a future aspiration, provided there is a business case that may be considered once the hourly service is operating successfully. The new hourly service offers the potential of better connections throughout the country for commuters living in the Derwent Valley. The main advantages of commuting on the Derwent Valley Line are identified by existing users as:  Fast travel time  Competitive fares  Avoid expensive city centre parking charges  Avoiding road congestion mainly in Derby and Nottingham  Relaxing  Can work on train  Can relax on train (read, listen to music, chat to other users)  ‘Green option’ These factors can be used to promote the service to non users. Proposed Marketing  M1 Commuter orientated leaflet and promotional offersLocal Businesses and Major Employers The message about the improved train service needs to be circulated to local businesses and major employers. This includes local tourism businesses and group accommodation facilities such as Willersley Castle.  M2 Compile list of local businesses and major employers to communicate too and work with local Town Centre Partnerships to disseminate informationFriends and Family Passenger surveys have shown that the line is extensively used by people visiting friends and family. This includes local residents travelling both beyond and along the line and visitors to friends and family in the Derwent Valley. Survey figures from 2006 showed that 19% of passengers surveyed were visiting friends and family. Visitors from outside the area will be difficult to target but general awareness raising to local communities should further assist with the growth in this market both for their own journeys and of friends and families to them. Improved connections at both Derby and Nottingham will also provide increased travel options and improved journey times from throughout the country.  No specific marketing proposed, local timetable information, Great Days Out leaflet, website and other general line information and awareness raising will assist in growing this market.54 Shopping  Derby Derby is the main shopping destination for the line. Derby has a range of shopping opportunities from unique shops around Cathedral area and the Lanes, the market plus the new Westfield centre. The new Westfield centre provides four new themed malls, over two retail levels anchored by Marks & Spencer and Debenhams. The introduction of more than 100 new shops has brought a vibrant mix of national and local fashion and lifestyle brands. Westfield Derby incorporates leading retailers Zara, Bershka, Topshop, Next, Monsoon, New Look, Dorothy Perkins, River Island and H&M. A £30 million 12-screen Cinema De Lux opened in May 2008 providing a first- class customer entertainment experience adjacent to the 800-seat Eat Central, which houses an innovative mix of international, national and local cuisine, creating an exciting lifestyle destination.The new Westfield centre has also assisted in making the city centre closer to the station.  Nottingham Nottingham is an attractive city for shopping currently ranked among the top five shopping destinations in the UK, being the principal city of the East Midlands region. Derwent Valley residents do use the train to visit Nottingham despite the often lengthy connections at Derby. From December 2008 the hourly service through to Nottingham will greatly increase the opportunities for local residents to shop in Nottingham. The Nottingham Broadmarsh centre adjacent to the station, is owned by Westfield and is anchored by a TK Maxx flagship store, and complemented by other major retailers such as BHS, Boots and Wilkinson, Argos, Dorothy Perkins and MK One. The centre also includes 80 speciality shops and 10 food outlets.The proposed redevelopment of Broadmarsh represents one of the largest retail projects in the UK and its redevelopment will create a brand new city quarter in Nottingham. On completion, the £400 million redevelopment will transform Broadmarsh into a 120,000 sq m premier shopping and leisure destination, complementing the fabric of Nottingham and the heritage of the city.External open spaces will allow visitors to enjoy views of Nottingham Castle whilst taking advantage of the centre’s three principal shopping levels. Key components of the proposed scheme include two new department stores, a fresh-food hall, a supermarket, an expansive 1,200 seat food court, and more than 300 new shops offering a dynamic mix of local, national and international brands55  Other Shopping Locations along the Line The other shopping opportunities elsewhere along the line are: o Belper (De Bradelei Mill Shops, supermarkets and town centre shopping); o Cromford (Scarthin Books); o Matlock Bath (gift shops, Masson Mill shopping Village); o Matlock (supermarkets and town centre shopping) Other destinations Other large cities notably Birmingham and London offer occasional shopping opportunities for Derwent Valley residents. Proposed Marketing  M3 Targeted marketing of the line to shoppers – details to be agreed with EMTOther Leisure Travel Surveys show that most leisure travellers to local stations are having a general day out without for example specifically visiting a tourism attraction or participating on a walk. Tourism The Derwent Valley has an extensive range of attractions. These are detailed by station along the line.  Duffield The station currently has limited tourism potential, although there are a number of good quality public houses in the village, which could be promoted. Once the Ecclesbourne Valley Railway reopens between Duffield and Wirksworth there will be considerable scope for attracting visitors to the Ecclesbourne Valley Railway to arrive by train. Through ticketing opportunities should be considered. Belper Belper has considerable tourism potential. Strutt’s North Mill, the historic mill cottages of the Clusters and the adjacent River Gardens are the main tourism attractions. The mill has regular school parties some of whom visit by train. There is potential to work with the mill to promote the train to school groups and visitors in general. There are events held in the river gardens, mainly on summer Sundays.The town centre offers a range of local shops, monthly farmer’s market plus the De Bradelei Mill Shops offering top brand high street clothing at discount prices. The recently re-opened Ritz Cinema is proving a success and has the potential for joint promotion of visit the cinema by train although some shows finish too late for the last train to Matlock but probably in time for the last train to Duffield and Derby. The town centre has a considerable number of public houses.56  Ambergate Ambergate’s main tourism attraction is for accessing walks notably the Cromford Canal, Shining Cliff Woods and the Betty Kenny Trail. The Hurt Arms public house is also adjacent to the station. Ambergate Carnival is a popular local event held near the station which could be promoted. Whatstandwell Whatstandwell’s main tourism attraction is for accessing walks notably the Cromford Canal which is easily accessible from the station footbridge, and other local walks in adjacent woodlands e.g. Crich Carr Woods. This is the closest station to Crich Tramway Village and Crich Stand but these are a steep 1-mile uphill walk. The Derwent Hotel pubic house is located near the station. Cromford Cromford has a range of popular, mainly heritage tourism attractions centred around Cromford Mill and the historic village. Cromford Station also provides access to Cromford Canal and the High Peak Trail and their attractions en route - High Peak Junction, Leawood Pumphouse (limited opening event days only), Black Rocks and Middleton Top. Scarthin Books is a unique and popular bookshop and a number of good public houses are located in the village. Cromford has conference facilities at Arkwright’s Mill and Willersley Castle plus group accommodation at the Venture Centre. Matlock Bath Traditional popular tourism destination with a wide range of attractions including Heights of Abraham, Gulliver’s Kingdom, Matlock Bath Aquarium, Peak District Mining Museum, High Tor, Derwent Gardens Lover’s Walks and riverside boats all situated within a short walk of the station. Matlock Bath also has a wide range of gift shops and a number of public houses. The Matlock Bath Illuminations and Venetian Nights continue to be a very popular event. Sir Richard Arkwright’s Masson Mill Museum and Shopping Village is a 20-minute walk from both Cromford and Matlock Bath stations. Matlock Bath tourist Information Centre closed in March 2008 and more limited tourism services are now provide by the Peak District Mining Museum. Whistlestop Countryside Centre located in the old station buildings and the Peak District Mining Museum are regular visited by school parties that could be encouraged to use the train as part of their day out. Masson Mill also has school parties but the distance from the station rather limits use of the train.  Matlock Matlock continues to be popular with visitors and has a Tourist Information Centre open daily throughout the year, a range of local shops, pubs, cafes and a monthly farmer’s market. Matlock also hosts a very popular Victorian Christmas market, normally the second weekend in December. The Limestone Way begins in Matlock.57 Hall Leys Park has been restored to its Victorian splendour and provides a range of activities including putting green, children’s playground, skateboard ramps, motorised boats, miniature railway and café. Peak Rail currently operate steam trains from Matlock Riverside Station (20 minute walk from Matlock station) to Rowsley South. Within a couple of years it is intended that they will operate their services from the redundant platform at Matlock station which will make for an attractive interchange between these services.  Visitor Attractions and Destinations requiring Bus links A number of attractions and places of interest are located beyond the immediate station environs and require use of local bus services. These include: o Chatsworth accessible by daily bus services from Matlock. o Bakewell, Rowsley and Haddon with a 30 minute bus service (Monday to Saturday) and hourly on Sundays from Matlock. N.B. Most of these services operate direct from Derby. o Crich Tramway Village and Crich Stand with an hourly Monday to Saturday bus service from Matlock, Matlock Bath and Cromford, every two hours from Belper and occasional services from Whatstandwell. A Sunday service also operates throughout the year from Matlock, Matlock Bath and Cromford. o Wirksworth, Ecclesbourne Valley Railway, National Stone Centre, Steeple Grange Light Railway, Black Rocks, Middleton Top and High Peak Trail are accessible by a 30-minute bus service (Monday to Friday) and hourly on Sundays from Cromford, Matlock Bath and Matlock N.B. Most of these bus services operate direct from Derby, except on Sundays. o Other surrounding villages and popular walking areas notably in the southern part of the Peak District National Park are accessible by local bus services from Matlock. Proposed Marketing  M4 Great Days Out on the Derwent Valley Line leafletDiscount Vouchers to Attractions The partnership has for several years included discount vouchers to a number of attractions in the Great Days Out on the Derwent Valley Line. Unfortunately the take up of these has been disappointing for some attractions. The most successful have been the One Child free with each adult at Heights of Abraham and the 2 for 1 travel with Peak Rail. Crich Tramway Village despite access difficulties from the railway are used by a small number of people but the usage at other locations is almost non-existent. The use of these vouchers for some attractions needs reviewing and other attractions to include need consideration. Belper North Mill have offered a 50p discount on their £2.50 admission and other attractions such as Matlock Bath Aquarium and Gulliver’s’ Kingdom could be approached. Although the usage of these vouchers is rather low it is believed that they have a wider indirect benefit in terms of promoting the overall attractiveness of visiting by train. Decisions 58 need to be made whether to continue with the use of discount vouchers and if so which attractions to feature.Tourism attractions need to be encouraged to list the Derwent Valley Line on their literature and websites as an option for their visitors. The Partnership can assist in providing simple relevant information for each attraction. A short simple message that can be accommodated on leaflets/websites should be produced and circulated to local tourism attractions as part of awareness raising of the train service improvements from December 2008.Proposed Marketing  M5 Encourage tourism attractions to state visit by trains and develop links to/from proposed Derwent Valley Line website.A Scenic Journey The journey along the Derwent Valley Line is also recognised as an attractive and scenic experience of its own. Passenger surveys have regularly shown that people use the line to enjoy the scenery and the ‘windowgazer’ guide has been produced to promote and inform users of what can be seen along the route. Proposed Marketing  M6 Re-design of Guide to What you can see along the Scenic Derwent Valley Line Walking Surveys and observation show that the train is used for accessing various walking routes in the valley. The train has the distinct advantage over the car of offering opportunities for linear walks. The most popular of these is undoubtedly the Cromford Canal between Ambergate, Whatstandwell and Cromford. Approximately 20 miles of the Derwent Valley Heritage Way can also be easily accessed from all stations between Derby and Matlock. There are also 12 station-to-station walks linking Duffield to Matlock. The other main walking routes for each station are:  Ambergate - Shining Cliff Woods and Betty Kenny Trail  Whatstandwell – Crich Carr Woodlands via Cromford Canal  Cromford - High Peak Trail via Cromford Canal  Matlock Bath - High Tor  Matlock - start of Limestone Way Various organisations have produced walking leaflets for a number of these routes which assist in promoting the train service: 1. Derwent Valley Heritage Way - leaflet promotes use of the line to access the southern part of the route between Derby and Matlock. 2. Derwent Valley Station to Station Walks - a series of 3 walks leaflet featuring a total of 12 linear walks from Derwent Valley Line stations was produced approximately 10 years ago by Derbyshire County Council Countryside Service. These leaflets cost 35p each and are only available from Tourist Information Centres and some other local outlets. The Partnership needs to discuss the opportunity of re-launching these leaflets 59 as a free publication utilising the East Midlands Trains Derwent Valley Line branding guidelines. This would enable wider distribution of the leaflet. Potential cost implications of buying out existing stock would have to be considered. 3. Ambergate (Gateway to the World Heritage Site) leaflet - this guide is produced by the Derwent Valley Mills Partnership. The guide promotes Ambergate as a park and walk/ride option for linear walks along the Cromford Canal. It features a summary of the Derwent Valley Line train times and of the Transpeak bus service and is updated twice yearly in May and December. The leaflet is paid for mainly by sponsorship from local public houses featured in the guide. Options to produce a Cromford Canal by Train walk leaflet should be considered to maximise the opportunities for increasing use of the train by walkers. Proposed Marketing  M7 Continue to promote existing walks leaflets which link to the Derwent Valley line  M8 Consider new Cromford Canal by Train leaflet  M9 Identify best ways to organise and/or promote linear walks by trainWildlife by Train The line offers good access to a range of wildlife sites. These include Cromford Canal, Rose End Meadows (Cromford), Wyver Lane (Belper), High Tor and Lovers Walk (Matlock Bath) plus Attenborough Nature Reserve. Derbyshire Wildlife Trust is seeking to develop a joint project to encourage city based children to arrive by train for educational visits to their reserves. An application to Natural England’s Access to Nature fund is anticipated. A wildlife by train leaflet is proposed to accompany this project. Proposed Marketing  M10 Wildlife by Train leafletDerby County Fans The existing service is used by some Derby County fans living in the valley. There is an opportunity to further promote the line to other fans. The rail service offers the benefits of fast journey time, good access to the stadium from the station, ability to enjoy a drink, no parking problems and competitive fares. Three or four fans travelling together can also benefit from the Groupsave offer which includes kids for £1. The current timetable is not ideal with Saturday trains arriving Derby at 1310 and 1442 (the latter to late to reach the ground) and post game departures at 1748 and 1921. The new December 2008 timetable will offer better journey options with arrivals at Derby at c.1315 and 1415 and departures at c.1750 and 1850. On mid-week match nights’ supporters currently arrive in Derby at 1847 for 1945/2000 kick offs and depart at 2220. The new timetable will mean arrivals at c.1815 and 1915 and departure at 2220 which though not ideal should offer sufficient time for most able-bodied supporters to use the train. Problems arise if cup games go beyond 90 minutes. For Sunday games (when times often vary) the new timetable will be similar to the existing and offers a reasonable service to/from games. 60 Links need to be made with Derby County FC to assist in targeted marketing to fans living in the Derwent Valley. Opportunities to operate the last train slightly later may need to be considered to better serve 2000 kick off times. Saturday afternoon football trains may need to be able to offer extra capacity as return afternoon trains are already very busy as retuning fans coincide with Saturday shoppers and workers. A problem exacerbated during the Matlock Bath Illuminations.Proposed Marketing  M11 Targeted marketing of football fans to be agreed with EMT and DCFC. Matlock Bath Illuminations and Venetian Nights These weekend evening events throughout September and October attract the largest crowds of any events in the valley. In the evening the river is illuminated and there is the procession of decorated and illuminated boats. On three Saturdays there is also a firework display. On these nights there is commonly 10,000 visitors with 6,000 tickets to Derwent Gardens to view the boats regularly selling out. An extra train has been operated on firework nights for several years which have been very successful. Proposed Marketing  M12 Annual Marketing for Matlock Bath Illuminations and additional train provision.Other Events along the line include:  Derby Beer Festivals  Belper River Gardens Summer Sunday Concerts  Ambergate Carnival  Cromford Celebration  Matlock Live  Matlock Victorian Weekend and Christmas Market This is very popular market on the first weekend in December. There are opportunities to encourage more visitors to the event to use the train and organise specific themed events using the train.  World Heritage Site Discovery Week A wide range of events are organised at the end of October to celebrate the World Heritage Site. These include a number of events which link to the train such as guided walks. Train timetable information is included in the leaflet each year. There are opportunities to encourage more visitors to the events to use the train and organise specific events using the train such as linear walks. Proposed Marketing  M13 Identify opportunities to encourage more train visitors to existing local events  M14 Consider attendance at local community events on a case by case basis 61  Train Events Opportunities exist to organise specific events such as music trains to encourage more user of off peak trains and raise the profile of the line. Proposed Marketing  M15 Consider options and identify necessary resources to deliver a programme of train based events. Other Destinations Opportunities exist to travel from Derby to many places throughout the country including the capital cities of England, Wales, Scotland and France and Belgium via Eurostar from St Pancras International. Marketing options to/from these locations need considering.Leaflet distribution Effective leaflet distribution is essential in successfully marketing the Derwent Valley Line. The Partnership currently distributes through the free newspaper network, plus a wide range of local outlets, regional staffed stations and Tourist Information Centres. These methods need to be continued and expanded upon by identifying new outlets. Costs of professional distribution predominately throughout the Nottinghamshire and Derbyshire area needs to be considered. Leaflet distribution is very time intensive and some partnership organisations may be able to assist with this process. Ticketing Products The Partnership needs to consider with East Midlands Trains opportunities for new ticketing products and offers. Options include 2 for 1 off peak travel; promotional offers in local papers and the use of ticket carnets available from local outlets.Engagement With Non-users There are a great number of non-users who need to be persuaded to use the train either for commuting or various leisure purposes. It is important that the Partnership communicates wider what options the railway may provide for people. There is likely to be a high degree of unawareness and ignorance regarding the service both along the line, in the cities of Derby and Nottingham and visitors staying in the valley. A joint study by ACoRP, Passengerfocus and Northern Rail of socially excluded groups in the Colne Valley found that substantial numbers of potential passengers are put off using rail because of false perceptions of cost and difficulties of getting and understanding information about how to use the train. The Partnership needs to communicate and market the service to a wider audience and ensure that people understand what the service can offer them. Many of the general marketing projects (listed below) will assist in achieving this objective:62 List of all Proposed Marketing and Information Projects The following list details marketing and information projects to be considered during the next three years. Additional projects are also likely to be identified and not all these initiatives will necessarily be implemented.  M1 Commuter orientated leaflet and promotional offers  M2 Compile list of local businesses and major employers to communicate too and work with local Town Centre Partnerships to disseminate information  M3 Marketing the line to shoppers  M4 Great Days Out on the Derwent Valley Line/local timetable leaflet  M5 Encourage tourism attractions to state visit by trains and develop links to/from proposed Derwent Valley Line website.  M6 Re-design of Guide to What you can see along the Scenic Derwent Valley Line  M7 Continue to promote existing walks leaflets which link to the Derwent Valley line  M8 Consider new Cromford Canal by Train leaflet  M9 Identify best ways to organise and/or promote linear walks by train  M10 Wildlife by Train leaflet  M11 Targeted marketing of football fans to be agreed with EMT and DCFC.  M12 Annual Marketing for Matlock Bath Illuminations  M13 Identify opportunities to encourage more train visitors to existing local events  M14 Consider attendance at local community events on a case by case basis  M15 Consider options and identify necessary resources to deliver a programme of train based events  M16 Local train timetable displays in towns and villages along the line  M17 Community Rail Partnership Annual Report aimed at Stakeholders  M18 Derwent Valley Line website  M19 Pre new timetable leaflet  M20 Press activities re new timetable – EMT to lead  M21 General Press activities  M22 Promotional offers (e.g. 2 for 1 off peak)  M23 Adverts and features in local parish/village newsletters  M24 Posters for stations advertising new timetable  M25 Large Banners to hang near some station entrances promoting new timetable  M26 Line of route (Nottingham-Matlock) promotional posters  M27 Offers in local newspapers  M28 Feature in Scenic Britain by Train  M29 Children’s leaflet to encourage parents to take them for a train ride  M30 Poster sites in Derby and Nottingham via EMT agency  M31 Train based events to raise profile of the line63  M32 Radio adverts  M33 Press adverts  M34 Billboard advertising  M35 Target overnight staying visitors in local accommodation through improved distribution of existing literature and other options such as bedroom browser adverts  M36 Raise awareness with local organisations who have school visits of opportunities for groups to visit by train  M37 Continue to manage rail partnership information cases at local stations promoting local events, meetings and travel information  M38 Establish costs of professional distribution throughout region and associated additional costs of extra leaflets.  M39 Promoting the Derwent Valley line to ethnic groups in Derby and Nottingham.  M40 Consider the introduction of ticket carnets.  M41 Encourage local junior schools to use the train for school educational trips to Derby / Nottingham  M42 Identify other opportunities and the resources required, to disseminate the benefits of the line to the community64

South East Derbyshire Local Accessibility Partnership (Incorporating the Derwent Valley

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