Business leaders visit Severn Valley Railway

They were invited as part of a charm offensive to drive up interest – and money – for major projects planned on the line.

Three high-profile projects are planned for the railway, including a major refurbishment of Bridgnorth station, a new training academy for young people hoping to work on the railway, and the restoration of a historic engine.

Top businesspeople from across Shropshire were invited to take part in a trip along the railway between Bridgnorth and the refurbished engine house museum at Highley.

It is hoped they will catch the steam engine bug – and then loosen their pockets with donations or sponsorship for the railway.

Robert Bland, who is leading the drive to raise money from county businesses, said: "This is a good local cause and also a place where local businesses can look after their staff and customers while at the same time supporting a wonderful local institution.

"They will want to be associated with the most unheralded jewel in Shropshire's tourist crown.

"This is an area which has been known for its traditional skills, and these need to be maintained and rejuvenated."

At present, the company which runs the railway, and which recently raised an extraordinary £1.65 million by issuing £1 shares including 40 per cent from new shareholders, makes about £5 million a year in revenue and, as a not for profit organisation, spends that money on maintenance of the route.

Additional projects require extra capital, much of which is sourced through an associated charity, which allows the historic railway to apply for grants which would not be available to a plc.

Now, it hopes to raise the money to complete the three major schemes, in the hope of securing the future of the railway by adding additional revenue streams.

The Heritage Training Academy, which sees the railway working with Telford College of Arts and Technology, will see 10 students a year funded through a four-year training course.

It will give the railway access to a large number of younger people with expertise in restoration of historic engines – a trade which is commonly the domain of older engineers – allowing it to take on work from other railways elsewhere in the country, adding a new source of income from smaller operations without the same facilities and expertise.

At the moment, employing new staff often sees the railway having to poach expertise from other railways.

Trustee John Longwich said: "The ticket revenue and catering pay to keep the show on the road – we repair bridges, tunnels and rolling stock but, as time goes on, that's going to get more and more expensive.

"Investment gives us opportunities for new business but also helps secure the future of the railway."

General manager Nick Ralls added: "The Heritage Training Academy is a vital development but we are only doing it to protect the future of the railway.

"You can't pick up these traditional skills off the street any more. We also want them to learn new skills like CAD and CNC as we want them to inform us about the way we can do things and change.

"There's business there for contract work."

In total, the academy is expected to cost approximately £500,000, the restoration of the historic Hagley Hall engine and carriages around £600,000, while the cost of Bridgnorth is yet to be calculated, but is likely to top £2.5 million. Match-funded grants may provide part of the finance.

Bridgnorth's redevelopment, which is still being debated but is expected to include a major refurbishment, new catering facilities and car parking, would bring added benefits to the town as a whole.

At present, many people travel between Kidderminster and Highley.

Bringing Bridgnorth, where a lot of maintenance is carried out by some of the railway's army of 1,200 volunteers, into the route would mean more visitors starting and ending their journeys in the Shropshire town.

"At the moment, 80 per cent of passengers stop at Highley," Mr Ralls added.

"If there's something unique and compelling at Bridgnorth, it will pull a lot more through.

"The car parking is also very poor.

"One of the solutions we have seen would have car parking of 150 to 200 vehicles, and all of a sudden people can start their journey much more easily.

"We need better volunteer accommodation too – people sleep in old Intercity carriages at the moment."