Rail Company And University Work To Make Railway First Class
2 July 2012
The tean of students who undertook the project on Ecclesbourne Valley Railway - Brian Parris, Stefano Fernando, Jane Scott and Stephanie Day
The fact that this has been real, and we have been giving advice to the railway based on our research and knowledge, has been a really good experience.
”Student Stefano Fernando, back row right.
A rejuvenated community railway line has looked to University of Derby business brains to help its company steam ahead.
After months of hard work, students have presented their business plans and recommendations on how to make the Ecclesbourne Valley Railway a top tourist destination to members of its Executive Team.
The Ecclesbourne Valley Railway was originally opened in 1867 and closed in December 1989, but was brought back into use in April 2011 by volunteers who now offer tourist passenger services along the 8.5mile line from Wirksworth to Duffield, and to Ravenstor, as a community venture.
Over the past year, a group of students from the University of Derby have been working to devise a business plan to advise the Railway's directors and trustees on how to attract more customers, develop new offers and generally make Derbyshire's newest tourist attraction more profitable.
The students have been working on the project as part of their study on BA (Hons) Business Management and Marketing and BA (Hons) Tourism and Events Management degree courses, and postgraduate study. They are based at Derby Business School at the University's Derby campus, at its Buxton campus, not far from the railway's destination in the heart of the Peak District.
Mike Edwards, Senior Lecturer in the University's Derby Business School, is also a Wirksworth resident. He took on the project as an opportunity to help the community venture and give his students the chance to experience the real-world application of their studies.
He said: "The students have conducted market research, interviewed visitors to the railway about what they'd like to see more of, analysed the data, and have now made a presentation and written a final report for the WyvernRail plc executive board.
"It's just the kind of project they are likely to be doing for a client when they begin their careers."
Hiring an established marketing firm to do the same work would have cost the heritage railway company around £5,000 to £8,000, estimates Mike.
Masters (MSc) International Business and Finance student Stefano Fernando, 22, from the Cayman Islands, put forward suggestions on how the business should decide where to make investments in the future.
He said: "The fact that this has been real, and we have been giving advice to the railway based on our research and knowledge, has been a really good experience."
Following the students' presentations, the executive board of WyvernRail plc will now decide which of the ideas to take forward.
Martin Miller, General Manager of Ecclesbourne Valley Railway, said: "We opened the railway to the public 11 years ago and have come a long way in that time. We want to go even further in the next 11 years, and have heard some ways we could do this from the students.
"We were delighted to welcome them here and hope it has helped with their studies."
In addition to the rail project, Masters (MA) in Tourism Management degree students from the University of Derby Buxton have been working with Wirksworth Town Council on a marketing plan for the town as a whole.
Student Edna Agyeman Woname, 38, from Kings Langley, said: "I have enjoyed working in the heart of Wirksworth and one thing was clearly evident; the passion the people of Wirksworth have for their town and how much they would like tourism and the town itself boosted in a sustainable way."
The University is continually looking for worthwhile community ventures which their students might be able to provide free business, marketing and operations help.
To discuss potential projects contact Mike Edwards, Senior Lecturer, on 01332 591196 or email: m.g.edwards@derby.ac.uk or contact Peter Wiltshier, BA Tourism Programme Leader in Tourism Management on 01332 594580 or email p.wiltshier@derby.ac.uk
