Bills Blog

Commuting is hard work - be it in a car or via public transportation.  It takes time away from doing the things you'd rather be doing - like relaxing and partaking in an adult beverage.  Riders of Metro-North on the Connecticut side have always been able to reduce the stress of the day in the "Bar Car."  I spent many an evening on the train knocking back Foster's oil cans while playing backgammon with people I'd never met before.  The Bar Car offered engagement and interaction in face-to-face communications rather than in the digital world.  The conversations and friendships were strong enough factors to even overlook the billowing clouds of cigarette smoke that enveloped the car.  Perhaps the beverage was the greatest motivator, not to mention making an hour and half train ride seem to go by in a moment.

The Connecticut branch of Metro-North is the last bastion of bar cars.  Chicago's Metra line shut down their bar cars a couple of years back.  Back in the early spring it looked like doomsday for the Connecticut rail riders as well as Metro-North was considering dropping bar car service.

A groundswell of outcry got officials to rethink the strategy of removing the Bar Car.  There was sentiment for replacing the bar cars with cars that would accommodate more passengers, making perfect business sense for Metro-North.  But would it?  According to revenue figures, the Bar Cars delivered $1.3 million in revenue in 2008 and $1.5 million in 2009.  That is a 15% plus increase in year-over-year revenue in a depressed economy.  What company or brand can claim those increases in a deep recession?

Metro-North officials are doing a smart thing from a customer engagement standpoint - asking Metro-North customers who are Bar Car brand advocates to weigh in on their impression of the new M-8 Café Car set-up.  The name sounds contrived but may appeal to a wider audience of patrons.  Through partnership with the CT Rail Commuter Council, a survey is available on www.trainweb.org/ct for thoughts and reactions to the proposed cars.  The M-8 train cars are being manufactured by Kawasaki Rail Cars, part of the giant Kawasaki brand known primarily for motorcycles and ATV's.  For decades their tagline has stood tall - "Let the Good Times Roll."  What a perfect tie in for the new bar cars.

The brand affinity is huge for the Bar Cars - sites like http://www.wheresthebarcar.com/ allow people to check in and see what trains to catch going back home to Connecticut for drinks to help lighten the load of the day.  For social engagement, www.barcar.com is the choice.  Either way, commuters have strong affinities both for and against bar cars.  They invoke passion and involvement.

It seems to me that Metro-North is under marketing their Bar Car properties.  They never feature any meaningful promotions with spirits, wine or beer brands.  How about signage and train car wraps?  The atmosphere is a little sterile from a marketing standpoint.  Lots of missed opportunities - like "Today's 6:04 Bar Car sponsored by Heineken"!  Metro-North is leaving money on the table as bar car patrons are a highly sought after demographic that spirits, wine and beer brands covet.  Co-promotion ideas are endless.    The Bar Car - a long standing tradition that was on death's doorstep, yet continues to live on across trains on the Metro-North Connecticut branch.  Now that's an idea to drink to and get on board with.