Wooing the Passengers

Only one of every 50 Americans traveling between two cities takes a train--a statistic that explains why U.S. railroads have lost money on their passenger business every year since 1945. Nonetheless, many railroaders are now more optimistic about passenger trains than they have been for years. They feel that proposed new, fast trains, including a 150-m.p.h. supertrain between New York and Washington on which test runs begin next year, will eventually lure many intercity travelers from cars (now used by 90%) and planes (5%). Meantime, many lines are concentrating on special trains, spruced-up equipment, new services and engaging advertising to perk up their passenger business. There is some evidence that they are succeeding: last year, for the first time since 1944, the railroads carried more passengers than the year before.

Champagne & Candlelight. Last week the Atlantic Coast Line's Florida Special began its daily winter-season runs between New York and Miami, offering such unusual amenities as free champagne and dinner by candlelight. Each train has television, a telephone, and a recreation car run by an airline-style hostess who models resort wear, leads games and shows movies. The Pennsylvania Railroad last month began a low-key advertising campaign for its all-Pullman Broadway Limited between New York and Chicago, which now averages only 85 passengers per trip. Sample: "The Broadway Limited isn't a Wingjet, a Jumpjet, a Speedjet, or a Jetjet. It's called a train." The Pennsy recently added sherry with dinner, delivers newspapers to each room, offers bedrooms with showers.

Three Chesapeake & Ohio-Baltimore & Ohio trains now show free, first-run movies. The line's Chicago Express between Washington and Chicago last summer began carrying passengers' automobiles (for $50) on a rack car attached to the rear of the train, will offer the service again next summer. Most railroads are experimenting with fare cuts to boost traffic, especially at off-peak hours. C. & O.-B. & O. cuts its fares 31% on "red circle days" (Monday, Tuesday and Wednesday), when travel is light; the Pennsy has cut-rate mid-week Philadelphia-New York Ladies' Day Specials. Only a few trains offer such attractions, however, and the railroads' revenues and profits from passengers are still declining.

Gift Certificates. Despite their efforts, Eastern trains continue to run a sad second to the still grand lines of the West. The Santa Fe last year spent $8,000,000 on new dome cars for its El Capitan from Chicago to Los Angeles and its San Francisco Chief, also refurbished its famed Super Chief. The Santa Fe now offers gift certificates for train-trip presents and, for $12, a meal-ticket book good for all five meals on trains between Chicago and Los Angeles.

The Union Pacific's trains from Chicago to the West Coast still maintain a tradition of comfort and good service that continues to attract passengers. The Burlington, whose California and Denver Zephyrs used to carry peak loads only in summer, will spend $350,000 this winter jointly with Hertz Corp. to promote Colorado skiing. It has already been so successful that ski-season reservations on its trains must often be made months in advance.

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