September 23-29, 2024 marks the official week of train and track safety awareness promoted by Operation Lifesaver. NNEPRA is proud to work with Operation Lifesaver to continuously promote train safety messaging internally, and on our owned channels.
The Amtrak Downeaster transported 598,426 passengers in fiscal year 2024 (July 1, 2023-June 30, 2024), beating the previous best record set in Fiscal Year 2018 by 47,388 passengers.
With the recent surge in ridership on the Amtrak Downeaster, we’re seeing tangible benefits for our station communities. Although Boston is the primary destination for Downeaster riders, increased passenger traffic to Maine and within Maine has bolstered local businesses. As we continue to grow, we’re proud to play a key role in enhancing the economic vitality and connectivity of the communities we serve. – Patricia Quinn, NNEPRA’s Executive Director
NNEPRA also reported record high ticket revenue of $13,051,548, $2.63M more than the previous best in Fiscal Year 2023.
NNEPRA reports that improved reliability and new marketing efforts contributed to the ridership surge and more repeat riders. Amtrak Customer Satisfaction scores the Downeaster among the best in the nation for overall customer satisfaction, cleanliness, and friendliness of personnel.
On June 26th, Amtrak and the Northern New England Passenger Rail Authority (NNEPRA) gathered with state, local, and federal officials at Freeport Station to discuss the installation and impact of Positive Train Control (PTC) between Haverhill, MA and Brunswick, ME on over 100 miles of track.
What is Positive Train Control?
Positive Train Control (PTC) is an advanced system designed to automatically stop or slow down a train before certain types of accidents occur and is intended to prevent:
Train-to-train collisions
Derailments caused by excessive speed
Unauthorized train movements on tracks undergoing maintenance
Movement of trains through misaligned track switches
Timeline
Scheduled to be completed in Spring 2026, Positive Train Control (PTC) also creates opportunities for potential increases in Downeaster frequencies.
For additional details and updates, please follow NNEPRA on LinkedIn and the Downeaster on social channels and subscribe to our newsletter.
Spring brings new opportunities for our station communities to engage with residents and visitors. NNEPRA remains committed to supporting and sustaining efforts put forth by small businesses, chamber groups, tourism partners, and rail advocacy members through sponsorships, tabling, and participating in local events. View our recent list of major engagements below.
Governor’s Conference on Tourism
April 24th & 25th – Holiday Inn By The Bay – Portland, Maine
At this year’s conference, NNEPRA was proud to watchWayne Davis, of TrainRiders Northeast, receive the 2024 WelcomeME Award. His dedication to bringing passenger rail to Maine was the catalyst for the development of the Amtrak Downeaster.
TrainRiders Northeast35th Annual Meeting
April 30th – Harraseeket Inn – Freeport, Maine
Supporting the TrainRiders Northeast Annual Meeting as Platinum Sponsors, the NNEPRA team, along with partners at Amtrak and MaineDOT, gathered to celebrate the growth of passenger rail in Maine and along the Northeast Corridor.
Flying Colors – Children’s Museum & Theatre of Maine Art Auction Benefit
May 10th – Portland, Maine
NNEPRA partnered with Downeaster Travel Packages to donate a curated travel package to the CMTM’s Art Auction Benefit event. The CMTM continues to bring inclusive opportunities for all children and families to experience, learn, test, and grow within their expertly designed exhibits and hands-on experiential workshops, classes, and performances.
Downtown Worker Appreciation Day
May 25th – Portland, Maine
NNEPRA, alongside transportation partners serving the greater Portland region, b2b solutions, and b2c businesses, gathered to give back to Portland’s Downtown Workforce. With a two-hour lunch window and the location set in Monument Square, hundreds of staff, residents, and visitors poured into the city center to shake off the winter blues and get ready for a busy season in Portland, Maine.
Photo: Egide Foxworth and Portland DowntownPhoto: Egide Foxworth and Portland DowntownPhoto: Egide Foxworth and Portland Downtown
Patricia Quinn participated in a panel titled “The Track Ahead – Economic Development and Revitalization by Rail,” at the North Carolina DOT 2024 Transportation Summit in Greensboro, NC on May 21 to showcase how the Downeaster has been a key component to successful transit-oriented development and economic growth in station communities.
On February 29, 2024, NNEPRA participated in the Ride With Me program hosted by GPCOG and PACTS
Through Ride With Me, transportation partners can coordinate and ride their route with older adults, people with disabilities, people of color, and/or individuals with lower incomes as an opportunity for those riders to share their experience, educate decision-makers about transportation barriers, and offer creative ideas to improve infrastructure or processes. NNEPRA was happy to participate for the second year in a row.
NNEPRA’s Manager of Passenger Services, Brian Beeler, and Grant Program & Compliance Specialist, Catherine Davidson, were joined by a visually impaired passenger. This passenger shared first-hand insight of her experience navigating public transportation in the region and beyond.
NNEPRA staff was pleased to hear that she regularly uses the Downeaster service to travel to Boston, and feels comfortable and confident navigating the train independently. Staff learned about features that work well (i.e., booking tickets through the Amtrak app, audio queues for upcoming stops, web-based information that is compatible with screen reader technology, etc.) and areas of potential improvement. NNEPRA looks forward to participating in the Ride With Me program, and similar programs, in the future.
NNEPRA has won FIRST PLACE in the American Public Transportation Association’s 2024 AdWheel Awards in ‘Best Marketing and Communication to Increase Ridership or Sales – Comprehensive Campaign’ category.
Our Entry Titled: NEXT STOP: Record-breaking ridership on the Amtrak Downeasterwas voted on by a selected panel and chosen as the First Place Winner. Entry for this award was created by providing concept strategy, creative executions, and a detailed look at our campaign results in a visual representation compiled with a series of essay questions where we could further walk the judges through our target audiences, campaign objectives, challenges and of course, very successful results.
NNEPRA’s Marketing Director, Taylor Belanger, who spearheads all Marketing Initiatives for the Amtrak Downeaster walks us through the campaign’s framework below.
Objective:
The primary objective of this campaign was to exceed FY2019 ridership and revenue figures and reintroduce the Amtrak Downeaster brand. Secondary objectives were to produce cost effective dynamic ads that could be customized and consistently updated in market to meet the evolving needs of our target audiences and develop content strategies from the market research that identified three core reasons why passenger select the Amtrak Downeaster: Value, Amenities and Destination Experiences.
Wide Angle Lens:
Prior to 2020, the Amtrak Downeaster had a robust marketing presence that included year-round paid media and grassroots outreach from Maine to Boston. Ridership and revenue goals were regularly exceeded. Post pandemic, both our brand awareness and ridership/revenues were negatively impacted and slow to recover. Driven by the need to return ridership and revenues to pre-pandemic numbers, we tasked our new advertising agency Blaze Partners to identify untapped ridership potential and to develop a customer-focused, fully integrated campaign to maximize visibility through paid and owned channels such as the Downeaster website, paid social, search, pre-roll, programmatic, broadcast, and radio.
Results:
Through a combination of metrics, we have been able to attribute a measurable return from our “Next Stop:” campaign. With record-breaking ridership and revenue wrapping up both Q3 and Q4 of 2023. These include 6.1 million impressions across campaign channels, 153,000 clicks to the Downeaster website, 78,000 conversions. Website traffic was up 8% in Q4 YoY. Paid media continues to drive over 20% of all traffic to the website. Session time tracked on the website also improved by 150% with an average of 5 minutes spent on the Downeaster website.
The success of this initial campaign concept proved to be strong and had legs to grow and flex with market trends and insights taken from top performing placements. This campaign continues to lead our paid media into FY25 where we plan to introduce the next phase of NEXT STOP: _____.
NNEPRA is proud of the success of this campaign, and expresses gratitude to our agency of record, Blaze Partners, for their continued dedication to the success of the Amtrak Downeaster.
The Northern New England Passenger Rail Authority (NNEPRA) has been successful in securing both the Federal-State Grant and the Corridor ID Grant.
The Fed-State Grant, in partnership with CSX Transportation, will fund track-related upgrades to maintain reliability for the Amtrak Downeaster. The Corridor ID Grant will assist with planning and set the stage for future improvements to the service. Read more from the Portland Press Herald and from our partners at Amtrak.
November 2023- St Laurent & Son Construction completed rehabilitation of the access road and construction of a switch access road at the Brunswick Layover Facility (BLF).
January 9, 2024: The FY24 Fare Plan was implemented.
October 23, 2023: The Northern New England Passenger Rail Authority (NNEPRA) Board of Directors approved the FY24 Fare Plan.
September 19, 2023: The Northern New England Passenger Rail Authority (NNEPRA) proposed a fare increase for the Amtrak Downeaster rail service between Brunswick, Maine and Boston, MA. A copy of the FY24 Fare Plan is availablehere. Public comment was accepted through October 9, 2023.
