2011 in 300 Words—Dorset style

Actually, it’s possible to summarise 2011 in 299 words fewer than the title suggests. The one word was “Damory”. Whether through problems with the Go South Coast subsidiary, the council, or both, July and September’s contract migration to Damory thrust local transport first into the media spotlight and then in front of councillors. “Chaos” seemed the watchword. Lessons learnt? More planning and better communications. Longstanding providers such as Shaftesbury & District and Verwood withdrew and First was deliberately excluded for at least five years but fell back in favour—in between winning schools in the conurbation.

Yellow Buses and neighbour Wilts & Dorset battled for the coast road with two developments. Expectantly, it was welcome back for W&D as it edged its M2 two miles eastwards, to the richer seams of Fisherman’s Walk.

The Yellow Buses’ response was unforeseen. It chose to split 1B from 1C to serve Poole’s North Road. Under the cover of serving the college, it was really pure retaliation. In a twist of the knife, Yellow Buses increased the combined 1B/1C from every 10 to every 7½ minutes. No match for W&D’s combined M1/M2 Poole-Bournemouth 3¾-minute service perhaps, but it maintained its position with the 1A east along Christchurch Road.

The rival towns now saw 24 buses an hour plus spring improvements to early mornings 1B/1Cs. Evening M1/M2s increased from four to six an hour (for now).

Meanwhile, (Transdev) Yellow Buses officially became part of RATP, later adopting a mellower “seashell” brand. Arrival in Wimborne as 4D couldn’t compensate for failure with Dorset tenders as incumbent Damory commercialised—contributing to the reported £900K retender savings. Meanwhile, Poole’s Shamrock collapsed as W&D engaged.

Yellow Buses launched first a web-based planner then a related smartphone app. Meanwhile, W&D offered a low floor guarantee, while MD Alex Carter left./strong