Marketing The Grand
Canyon Railway
I became fascinated by the possibility of restoring the historic Grand Canyon Railway while I was doing research for my doctoral dissertation. The dissertation focused on innovating commercial real estate development strategies for high risk resort and recreational projects. Returning the historic 1901 steam train to daily service as a nonprofit, Smithsonian-like, living would certainly be a high risk but absolutely fascinating undertaking.
The Challenge
The challenge for a developer (actually re-developer) of the 1901 Grand Canyon Railway was both technical and financial.
Restoring 63 miles of Santa Fe mainline right of way and tracks, turn-of-the 20th Century steam railroad equipment, 1901 passenger depots in Williams, Arizona and at the South Rim of the Grand Canyon, and roughly 100 bridges and culverts, would be very challenging and very expensive.
On the other hand, the experience of riding through 63 miles of old west history on an historic steam train and arriving at the South Rim of the Grand Canyon, would be PRICELESS!
Grand Canyon Railway Inauguration – 1901
Research
As I commenced researching the project’s feasibility, I determined that restoring and marketing the Grand Canyon Railway would require an investment of $15 to $20 million. Raising that sum from nonprofit grants and donations would clearly be impossible.
Strategy
In response to these research findings, I flipped the nonprofit business model on its head and restructured the project as a private, for-profit, business investment.
I formed a development team, raised the required investment, and announced our plan to restore and operate the Grand Canyon Railway as a for-profit business.
Restoration of historic steam locomotives, passenger cars, 100 bridges and culverts, 63 miles of mainline railway, and the historic log depot at Grand Canyon’s South Rim, was underway.
We re-inaugurated service on the Grand Canyon Railway under budget and six months ahead of schedule. And, we made a substantial and very successful investment in marketing historic preservation and removing 100 or more motor vehicles from the Grand Canyon National Park on a daily basis.
Restoring the historic
Grand Canyon Railway
Depot – Williams, AZ
Restoring steam engine #18
Restoring the historic
Grand Canyon Railway Depot Grand Canyon South Rim
Grand Canyon Railway Reinauguration – 1989
Powered by newly restored Steam Engine #18
Grand Canyon Railway
Reinauguration
All’s Well That Ends Well
While my initial intent to relaunch the Grand Canyon Railway as a nonprofit living museum did not prove viable, the relaunch as a for-profit project turned out well. And, perhaps the most important lesson that I personally learned was that fundraising to support an important cause can benefit from considering a wide range of both nonprofit and for-profit options.
Please Contact Me
Redeveloping and marketing the Grand Canyon Railway overcame some pretty tough challenges. Please Contact Me if your organization needs a little (or maybe a lot of) help overcoming marketing challenges.