853 exclusive: It had just four regular commuters last year – now the Emirates Air Line cable car appears to have NO regular users at all between Greenwich Peninsula and the Royal Docks, according to figures issued by Transport for London.
No Oyster card holders used the £60m crossing more than five times during one week in October, which would trigger a regular users’ discount.
In the equivalent week last year, four people qualified for the commuters’ discount, while 16 used it regularly enough to get cut-price tickets in the same week in 2012.
Last year’s figures, published at Snipe, were widely covered in London’s media, with an LBC radio reporter even travelling to Greenwich to track down the four commuters. But now, it appears there are no commuters to speak of.
|Sun 12th||Mon 13th||Tue 14th||Wed 15th||Thu 16th||Fri 17th||Sat 18th|
Total Emirates Air Line journeys, starting at north and south terminals, 12-18 October 2014. Source: TfL
For the third year running, I used the Freedom of Information Act to get the figures from TfL, asking for hourly usage figures between Sunday 12th and Saturday 18th October.
Mayor Boris Johnson has called the link, which he opened in 2012, a “howling success” and insists it is a vital tool for regenerating the area. But critics have pilloried the cable car, which charges premium fares and does not accept travelcards, as a vanity project.
But while the cable car has clearly failed to attract regular customers – and ticket sales remain well down on its first year of operation – its overall usage figures are slightly up on last year, suggesting it has achieved some level of success with tourists and occasional travellers. 25,271 journeys were made during the week, compared with 23,029 the previous year and 42,463 in 2012.
Since last October, Transport for London has instigated a number of promotions to try to boost tourist usage of the cable car, including giving an audio commentary on routes; opening a promotional booth at North Greenwich station; and spending £1,200 on an electronic ad board at the station’s gateline. This month, the Greenwich Peninsula terminal has been turned into a “magical Christmas experience” as part of a tie-in with The Snowman and The Snowdog film.
One scheme, which offers discounted tickets to Newham and Greenwich borough residents, accounted for 106 ticket sales across the week, while 5,292 “full experience” tickets – offering a souvenir guide and admission to the neighbouring Emirates Aviation Experience – were sold.
28 multi-journey passes – a ticket valid for a year which offers 10 trips at a discount – were sold during the week, compared with 18 last year. (See update at foot of story for more on these, as regular travellers could be using these and not Oyster.) 354 children travelled for £1 each with a schools’ scheme, with 47 adults accompanying them for free – down slightly on on 2013’s figures.
Two parties booked private cabins for themselves, at a cost of £88.
Emirates Air Line passengers, hour by hour, between Sunday 12 and Saturday 18 October. Source: TfL.
See equivalent data for Tube journeys from North Greenwich to nearby DLR stations.
Closer analysis of the figures over three years show that already-weak weekday usage of the Emirates Air Line is down slightly on 2013. But passenger numbers continue to show relatively high numbers in the evening – suggesting the cable car could benefit from opening later than 8pm.
Saturday figures are slightly up on 2013…
…but the real growth has come on Sundays.
With figures in the Labour and Conservative parties now starting to talk about who will succeed Boris Johnson in the 2016 mayoral election, the future of the cable car – arguably the most visible legacy to the capital so far from Johnson’s two terms at City Hall – is likely to come under the spotlight.
Green and Liberal Democrat politicians have called for the cable car to be incorporated into the Travelcard scheme to boost its standing as a public transport link – but City Hall currently seems content with operating it as a tourist attraction with premium fares.
Since the opening of the cable car, TfL cash has also gone into other tourist-focused projects. The Garden Bridge between the South Bank and Victoria Embankment is likely to be given the go-ahead from the mayor this week along with £30m of TfL cash.
Also this week, TfL has changed the way its cycle hire scheme charges users, cutting the cost of lengthy hires taken by tourists while doubling charges for some shorter rides.
Wednesday 7.40am update: Thanks to Rob, who tweeted me to say he was commuting on the cable car that week – using the paper multi-journey tickets rather than Oyster, which is says is fiddly to use for regular commuters as it involves obtaining a refund after travelling a certain number of times.
28 of these paper tickets, which are valid for a year, were sold between 12-18 October. So it’s entirely possible there are a handful of people using these tickets rather than Oyster – again, making TfL’s claim that this is a public transport link rather shaky. However, their usage is impossible to track.
Thanks to Clare Griffiths for putting together the graphs in this story.
Media using this story, please credit Darryl Chamberlain or 853blog.com – thank you.