Travel Derbyshire – BSIP Bus champions

The challenge

Derbyshire’s bus network is often ranked in the UK Top 10 for passenger satisfaction, but the the lingering impact of the Covid-19 pandemic on bus patronage and the varied availability of bus services across such a large rural county has meant that improvements were needed to level-up service provision, improve the customer experience and increase patronage.  

Alongside these physical barriers, were ingrained misconceptions of the bus amongst non-bus passengers. They viewed it as unreliable (in comparison to driving), felt it wouldn’t get them where they needed to be and was expensive. 

The solution

To address these real and perceived barriers to using the bus, the Government awarded Derbyshire County Council and local bus operators £47 million to improve bus services.  

Much of the funding was invested directly into providing new and improved services, particularly in the evening and weekend. It also supported new real time information screens, ticket discounts for young people, families and commuters and upgrading bus stop infrastructure and bus stations to improve service operations. Importantly, supporting all of this infrastructure investment was marketing and engagement activity to raise awareness of local bus services in the community and encourage people to give them a go.  

The result

Over a 2-year period, the Bus Champions reached over 6,500 people through in-person events delivered in communities, with young people and through employers. The team provided tailored information about bus service for specific journeys to education, employment and leisure, advised on where different bus routes served and where the closest bus stops are and the best ticket options for individuals. They also upskilled young people on how to plan their own bus journey, supporting them to becoming more independent as they transitioned to college and employment opportunities. 

The champions also strengthened relationships with local bus operators, working alongside them to promote their services in the community and connecting them with organisations who in turn began promoting bus services with their employees, students, visitors and members.  

The result of this, and the wider Travel Derbyshire programme, has been a direct uplift in the number of bus journeys made in the county compared to before the programme was launched.