... a large number of Wessex trains key personnel lived in Melksham ....
Sorry - I still don't recognise that picture of Melksham. I've lived here since 1999, taken a user interest in the train service every since and a more active one from 2005, and the only Wessex / ex Wessex Managers I've seen at the station have been here to visit on railway business and (in all three cases) lived in other counties. However - I'm willing to be proved lacking in knowledge, which is why I invited a clarification.
No actual data other than Westbury drivers telling me that they stopped and picked up various manager types at Melksham each day.
Ah - I think I may be beginning to see the picture here, and a picture I can recognise.
Melksham is a town with extremes. At least twice in the past ten years, we've had the most expensive street in Wiltshire (average cost of houses sold on the street in the year), and we've also had two of the five most deprived wards across the county. We also have some very good local industry, with worldwide repute and a good import / export record. Indeed, I think the three Queen's Awards to Industry on the Bowerhill Industrial Area may be a unique concentration of such awards. Three big companies that I know of are in transport business, and one of those is a leader in rail technologies.
Why am I telling you this?
Because it means that we get a lot of "Manager types" visiting the town to visit businesses. And we also have a number of "Manager Types" who work in Swindon, Oxford, London, and so on - to Swindon, the journey takes the best part of an hour if you drive yourself, but it can be done in 25 minutes by train. So - with a service that fitted their needs, and a many of them being tranport industry related (but NOT, you'll note, with any commercial interest) the service was popular with the business traveller. Many was the time in the five years up to December 2006 that I met people off the 09:12 arrival with its excellent connection from London, or dropped off people for the 17:02 departure. And, thinking back, it was notable that the clientelle looked distinctly like senior mamagement.
So - I think you're right, SprinterMeister - that the Westbury drivers stopped and picked up manager types, and it would seem that was to the extent of it being notable.
However ...
You don't need to have too many managers living at a location in order for a franchise to lay on a train service it seems.
I think that's a false conclusion to draw, now that we've established that the manager types concerned were notable in their proportions, but not related to Wessex trains and I also can't accept the following conclusion as it's based on what I believe is an incorrect piece of initial data.
Melksham had a better service yes, but then a large number of Wessex trains key personnel lived in Melksham which adequately explains that.
And yet -
even if some (any!) Wessex Managers had lived in Melksham, the case for the Swindon to Southampton service was a strong one. The Park report, published in 2000 (I may be a year out) did a great deal of work on an hourly service from along the whole of that route, and I don't think it's any co-incidence that the new Wessex services introduced in 2001 ran to ...
Southampton.
Two trains an hour, Trowbridge to Southampton, would have been an attractive proposition. And it would be to this day - imagine the
SWT▸ train from Romsey / Eastleigh / Southampton Airport / Southampton to Salisbury carrying on to Swindon. It fits in well with the current MVA business case, and sorts out some real issues like the inefficient locals from Westbury to Warminster and the complete lack of services at time they're needed from Salisbury and West Wiltshire to Chippenham and Swindon.
So - the $64,000 question - why did the previous TransWilts service fail? I'm not sure that it did. Jacobs in 2004 recommended that the current franchise have a train every 2 hours between Swindon and Westbury, based on a 0.8% growth; sadly the
SRA» /
DfT» took that out when it specified the franchise - a political decision, I think. But actually the annual growth turned out to be over 10 times that, resulting in a service which was pretty darned busy when the last 17:44 from Swindon ran in December 2006. And that's quite remarkable when you note (I agree with you, SprintMeister) that the trains were not exactly reliable.
Anyway - I'm a long way off topic here. The summary is that the TransWilts has a much better service up to 2006 based on proper evaluation, and that by technical evaluations it should have continued. And with all the growth in the area (another 2000 homes just added here in the latest core strategy revision), an appropriate service should be restarted at the first possible opportunity.