Getting back on track

POSTED ON: 13/09/2021

Last week the rail industry warned that unless workers start taking the train again, there could be long-term adverse effects on city centres and High Streets. We took this opportunity to catch up with Ruth Duston OBE, OC, Managing Director at Primera and British BIDs Advisory Board member. 

Ruth Duston, OBE, OC of Primera Corporation said: 

There are growing signs that confidence is returning to towns and cities. The return to school in the last couple of weeks has also brought a bit of a ‘new term’ feel to London, with reports of more workers returning to offices. There is definitely a new found buzz and vibrancy about the place. Last week the London Underground reached above 50% demand for the first time since before the pandemic, with even stronger demand at the weekend with it hitting 65%. This is on the back of a 12% increase in footfall in the West End during August, largely driven by domestic leisure visitors. 

All of this is encouraging news for the recovery, but there is clearly still work to do to get more people back on trains and into our towns and cities across the UK, with London especially lagging behind the rest of the country.

Confidence is vital, so I support the safety messaging from transport operators as they remind people about the enhanced cleaning on trains and buses. We must however also promote a positive story about the benefits of returning - the ability to reconnect with colleagues for example, or revisit once loved venues and places. 

The BIDs I lead in London will be launching the Commuter Club at the end of September. The aim is to brighten the journey into work with an exclusive selection of podcasts, playlists and stories. The Commuter Club will transport commuters from their train carriage to a rooftop bar in the City; from their seat on the bus to tranquil garden squares; from the Northern Line to the kitchen of a Michelin-star restaurant. 

It’s a good example of the positive stories we must all promote as the recovery continues. As business communities we need to help people as they break up with their sofas and fall back in love with their towns and cities. BIDs are well placed to connect people to the great things happening around their work places, from great bars and restaurants to culture and history. Now is the time to pull together and amplify the great things happening in our cities to encourage workers as they think about returning.

Safety messaging will remain important of course, and we must continue to lobby Government and train operators to ensure things like flexible tickets are fit for purpose. We need to understand the impact of flexible working and our nation’s transport infrastructure will need to adapt to changing working practices. In the coming weeks and months we will hopefully reach more of a steady state which will help transport operators plan to best meet demand. 

Ultimately though it will be positive messaging that gets our towns and cities motoring again, and I know the vital role that businesses have to play in that. 

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