The future of a minibus service in Watford is in doubt unless passenger numbers “ramp up”, a councillor has admitted.
The number of people who have used the ArrivaClick service to get around town this year is just six per cent of what was projected.
Between January and April, only around 5,000 of the 76,000 rides Watford Borough Council had forecast happened. This is after the operator, which was awarded a £1.5 million contract by the council until 2024, was placed under an improvement notice last November.
On Wednesday, the council’s overview and scrutiny committee met to learn why passengers numbers have been so low and find out what the council and Arriva are doing to boost ridership.
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ArrivaClick is an on-demand minibus service that launched in Watford in 2020 and aims to cut congestion and encourage people to travel more sustainably.
Rides are booked directly from a smartphone by selecting a pick-up and drop-off location, with multiple passengers travelling at a time to up to 600 virtual bus stops across the borough.
Committee member and ArrivaClick user Tom Osborn described the service as “fantastic” and said he was “genuinely shocked and surprised” by the usage figures.
Fellow member Peter Kloss said he understood why figures were low during the pandemic but noted even in 2022 usage data was “flat”.
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Cllr Ian Stotesbury, responsible for transport, responded: “The [passenger] numbers are still not up…if these numbers don’t go up, it does leave a doubt as to the future of the service.
"That fundamentally has to be the drive. We are pushing for a growth in numbers, we think demand response transport is worth pushing hard for.”
He said the council is working with dozens of businesses and West Herts College to encourage staff and students to take up the service. Further promotional and marketing activities are planned.
ArrivaClick product owner Dan Thomason said the pandemic and a new hybrid way of working has had a “detrimental” impact, and although ArrivaClick in Watford has a “loyal” customer base, he said more work is needed to reach a wider demographic.
Seven ArrivaClick buses run across the borough seven days a week, from as early as 6am until 10pm at night on certain days.
Each bus is equipped with free wi-fi, USB chargers and air conditioning.
According to council papers, a journey on an ArrivaClick minibus from Watford General Hospital to Woodside Leisure Centre costs £3.50 compared to around £14 for a taxi or around £11 for an Uber.
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ArrivaClick offers a number of promos including 30% off rides to and from Warner Bros Studio Tour in Leavesden, 'first ride free', 'refer a friend' and free travel to and from a Covid vaccination centre.
The council and ArrivaClick meet twice a month but Cllr Stotesbury recognised marketing could be reviewed to find out what could be done “differently or better”.
The service can be booked via the ‘ArrivaClick Watford’ app in the Apple or Google Play stores or at www.watford.gov.uk/arrivaclick
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