Better Business case study: Ullswater Hopper
Sustainability case study: Ullswater Hopper
Local councils, businesses, and residents have partnered to cut vehicle congestion and reduce carbon emissions in the Ullswater Valley by trialling an innovative solution. The volunteer-led collaboration’s first joint project, the seasonal Ullswater Hopper Bus, now links accommodation hotspots with popular attractions around the valley. Through collaboration, businesses have shared their expertise, ideas, and skills, working with partners including bus operator Stagecoach and Cumbria Tourism, which has provided valuable marketing support.
“This initiative has worked incredibly well. It’s brought local businesses together; it’s brought the attractions and the accommodations together; it’s strengthened our ties with the local community; we’re reducing congestion, reducing carbon. This is a win-win situation.”
Daniel Holder, Sustainable and Integrated Transport for Ullswater (SITU)
Business benefit: Local partnerships strengthen business and community relationships
This innovative sustainable transport solution has positively benefited local businesses who have strengthened their working relationships, creating an environment of growth and shared success. The partnership has been fortunate in being able to raise grants, but local businesses have also underwritten the cost of the operation itself – so that in the event of fare income not matching the cost of running the service, they have guaranteed to make up the shortfall. This creates a real incentive to make the service work because it means it’s saving them money too. It also brings numerous benefits to the area. It helps reduce pollution and car congestion, it facilitates visitors’ and locals’ access to attractions, which are no longer limited by the size of their car parks in terms of the number of visitors they can welcome and there’s improved engagement and trust from the local community.
“Local businesses gain because the valley’s not gridlocked; visitors gain because they can move around freely without cars; and our local community gain because they have a service that is affordable and regular”.
Daniel Holder, SITU
Business benefit: Local partnerships improve things for everyone!
The Ullswater Hopper is just one in a series of SITU’s plans to enable residents and visitors to Ullswater to make more sustainable, affordable and enjoyable transport choices – including increased cycling, walking, electric and water options in the future. Their innovation and adaptability have positioned local businesses to attract and deliver value to environmentally conscious travellers. The Ullswater Bus has opened doors for a new type of tourism in the Lake District, tapping into a growing market for ‘car-free holidays’, especially for younger generation travellers and in doing so makes the visitor offer more resilient to changing market requirements.
Find out more on the VisitEngland Business Advice Hub and Sustainable and Integrated Transport for Ullswater
