Despite a year that’s been tough on other railroads, the Cumbres and Toltec Scenic Railroad is holding its own, thanks in part to a new marketing plan.
Frank Turner, president and chief executive officer of the Railroad’s Management Corporation, said in his conversations with other railroads he has found their ridership dropping 10 percent or more. He said Cumbres and Toltec has only seen its business dip between 2 and 3 percent from last year’s approximately 40,000 riders despite the declining economy
“Our ridership for the month of July was up,” he said. “We feel very fortunate about that.”
Turner said special events and themed rides have helped pique the public’s interest. Rides geared toward bicyclists, artists and music lovers have helped reach people other than perennial riders and rail fans. Turner said for the first time the Railroad is organizing Sunday rides featuring entertainment including mariachis and gospel singers, which have proven to be especially popular.
“I believe two of those have sold out,” he said.
On the morning of Aug. 21, the station platform in Chama was crowded with people eager to take a ride as Locomotive 487 belched steam and occasionally let out a whistle. In the parking lot, license plates ranging from California to New Jersey demonstrated the Railroad’s out-of-state appeal.
Phyllis Dean comes to Chama every year from Oklahoma. She said her husband likes to hunt in Northern New Mexico, and she and her sister enjoy sightseeing. She said circumstances (including having to take care of her dog) have kept her from riding the train in previous years, but the draw of the scenery from the rails was too much to resist when she learned about the Railroad.
“We’ve been wanting to ride it ever since,” she said. “It’s just beautiful.”
Ann George, of Las Cruces, said she and her husband