Improved late night transport could boost visitor numbers in the West Midlands - report

A new report by an Aston University researcher suggests that a lack of appropriate public transport could be holding back the West Midlands night-time economy.

The study focuses on travelling to and from evening cultural events such as concerts, theatre and gigs, and examines not just the ticketholders but also the staff who work at the venues.

Visitor Economy-Public Transport Use Across the West Midlands’ Evening Economy was written by Live Music Mapping Project Team coordinated on this project by Dr Patrycja Rozbicka, senior lecturer in politics and international relations.

She worked in cooperation with national organisation the Geographic Data Service to provide the report for the West Midlands Growth Company (WMGC).

Key findings suggest that:

• 40 per cent of audiences use public transport to attend events, but only 18 per cent use it for return journeys due to poor late-night services
• Train services are preferred for long-distance travel but are unreliable after 10pm
• Single-occupancy car use is dominant, undermining Clean Air Zone goals.
• Employers face recruitment and retention issues due to poor transport options
• Especially inter-city transport is of an issue, leaving smaller cities and towns isolated when it comes to night-time cultural engagement.

The aim of the study is to focus on attracting and welcoming more domestic and international visitors in the West Midlands region and improving the night-time economy and public transport.

It is part of the WMGC commissioned Live Music Mapping Project to represent the experience of venue employers, employees and visitors across the West Midlands. It was commissioned on behalf of West Midlands Destination Development Partnership and made possible by funding from UK Government.

Dr Rozbicka said: “The key aims of this research were quantifying the use of public transport to attend regional cultural attractions in the evening including take up, information and safety, from within and outside of the West Midlands.

“We also examined the needs of staff who work at venues such as their ability to return home after a night shift and whether a lack of suitable public transport makes it difficult for employers to retain evening-shift staff.

“The study maps out cross-regional cultural attractions and visitors’ destinations against existing transport network, including the identification of gaps.

“Finally, we looked at the environmental impact of single car travel and alternatives such as taxis. Many events often end at 23:00 but there is little public transport provision at that time and ride-sharing services such as Ubers are not available in all towns.”

Becky Frall, head of tourism at the West Midlands Growth Company, said: “More people than ever are visiting and spending money in the West Midlands to enjoy the region’s world-class cultural, sporting and hospitality offer, so it is vital that the infrastructure is in place to support those who come here for a great evening out, and work here too.

“We are pleased that the research from our partner Aston University provides us with a clear evidence base to improve public transport for our night-time economy sector, which is so crucial to the West Midlands.”

The research is being presented as part of the annual 2025 Festival of Social Science which is organised by the government-funded Economic and Social Research Council.