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Union Pacific’s Challenge An Unusual Passenger Train 1935-1971 by Patrick Dorin
Union Pacifics Challenge An Unusual Passenger Train 1935-1971 by Patrick C Dorin
Soft Cover
70 pages
Copyright 2001
CONTENTS
2 CHAPTERONE A NEW CONCEPT IN RAIL TRAVEL
20 CHAPTER TWO MODERNIZED CHALLENGER EQUIPMENT
26 CHAPTER THREE NEW STREAMLINED EQUIPMENT FOR THE CHALLENGERS
32 CHAPTER FOUR THE " NEW" CHALLENGER STREAMLINER
42 CHAPTERFIVE STREAMLINER AND DOMELINER ERA EQUIPMENT
52 CHAPTERSIX CHALLENGER MOTIVE POWER
58 CHAPTER SEVEN THE CHALLENGER INSIDE ANDOUT IN COLOR
70 BIBLIOGRAPHY
INTRODUCTION
The story of the Challenger passenger train is an extraordinary account of how a positive venture was designed not only to retain current passengers, but to attract new ones. The business concepts were very human, designed to create a sense of caring and a sense of community aboard the trains. It was a business objective that went beyond the bottom line, because if a company or organization is not working with people, the bottom line goes into the "red"-sometimes permanently!
Union Pacific Vice-President William M. Jeffers came up with some profound market research ideas to find out how to rebuild his passenger business. Jeffers hired a woman from Portland, Oregon-Miss Avis Lodbell-to go out and ride the trains and talk to passengers. What did the American traveler think about the train services and what could be done to meet the travelers' needs? Lodbell talked to scores of people and brought back a great deal of information about what travelers thought. This provided the base line for the planning of the new Challenger train operations, onboard services, and the marketing program that got the message out to the public. It was an extraordinary success, benefitting from marketing and train-service lessons that could be applied even in the 21st century.
There is no doubt about it-the name "The Challenger" fit the description of the situation facing the Union Pacific and its partner railroads during the Depression. The "Challenge" was met-and highballed into a new era of American passenger train travel.
Patrick C. DorinJune 2001
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