Why the New South Shore Line Tourism Initiative Falls Short

by studenkov | 06/03/2011

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Passengers board the South Shore Line train to South Bend at Roosevelt Road station

A couple of weeks ago, the Northern Indiana Commuter Transportation District, the public agency that runs the South Shore Line, announced that it will be launching a new website that would promote the line to off-peak riders.

The South Shore Line is a century-old rail service that runs (roughly) along Lake Michigan between Chicago and South Bend, Indiana. It is something of an oddity in Midwestern public transit - it provides regular commuter-style service beyond Chicago commuter suburbs, extending into villages and cities that are separated  by miles of woods and cornfields. Another thing that makes it peculiar is that it's electrically powered - something that's common on the East Coast but relatively rare in the Chicago area.

Looking at its ridership numbers, NICTD concluded that, while the South Shore Line gets plenty of traffic from commuters who travel to Chicago to get jobs, they could stand to improve traffic during weekends and holidays. The best way to do it is promote all the recreational opportunities along the South Shore Line. A dedicated tourism-themed website seemed like a step in the right direction. But once the site was actually unveiled, the results were... underwhelming.

In the past, NICTD seemed to have a weird inferiority complex. When it advertised the South Shore Line, it focused on the fact that it goes to Chicago, completely forgetting that Chicago is just one of fourteen different towns, cities and villages that it serves. I had hoped that the new site would break the pattern. But when the site was unveiled, it proved to be overwhelmingly Chicago-centric.

Once again, NICTD seemed to forget that there are plenty of things to advertise on Indiana side of the line. If I were designing a tourism site, I would talk about the casinos in Hammond and East Chicago, the carefully preserved hiking trails, dunes and beaches at the Indiana Dunes National Lakeshore,the Century of Progress Homes and antique stores in Beverly Shores, the interesting museums, unique stores, boating harbors and resorts in Michigan City, the fishing and boating along the Hudson Lake, the quaint stores in New Carlisle and Norte Dame football games in South Bend. And those are just the things I came up with atop of my head. Imagine what kind of comprehensive coverage NICTD would be able to get if it worked together with the governments of all the areas the South Shore Line passes through.

The reason why I am so passionate about this is because I am a resident of suburban Chicago. I originally started exploring the cities along the South Shore Line because I didn't know much about them - and I am the kind of person who relishes the opportunity to fill the proverbial white spots on the map. I discovered plenty of interesting things, but I was frustrated that NICTD seemed too Chicago-focused to promote them.

If NICTD genuinely wants to increase the off-peak ridership, it needs to promote travel in both directions. There is already a precedent for that. During the heyday of the South Shore Line in the 1920s, its owners advertised the service by highlighting destinations all along the South Shore Line - not just in Chicago. The campaign proved to be so popular that there is is still demand for the posters to this day. Chicagoans used to take the South Shore Line to visit northern Indiana on weekends. Some still do. But there is no reason why they can't visit in greater numbers.

The Indiana Dunes alone are well worth the weekend trip.

Thankfully, the website is still in the early stages of operation. There is plenty of room to built upon what's already there. I can only hope that NICTD doesn't let the opportunity go to waste.


I totally agree. The posters

I totally agree. The posters from the early 20th century really made the South Shore line look so cool. And yeah, Chicago was one of many stops. It's a great way to go to ND football games. And, it has a stop right in the heart of the Indiana Dunes! Perfect when you're too sunburned and tired to drive back to Chicago after a long day at the beach!

More than just promotion,

More than just promotion, they should do what Metra does and provide discounted weekend passes if they really want people to ride.

The South Shore Line used to

The South Shore Line used to have weekend discounts - they were cut back in 2009 in effort to balance the budget.

Agreed. The South Shore line

Agreed. The South Shore line is a gem to ESCAPE Chicago. As a matter of fact, i'd like bike to Indiana Dunes National Lakeshore and use it on the return trip.

Bummer.... SSL does not

Bummer.... SSL does not allow bikes on the train!

SSL also not allow to drive

SSL also not allow to drive your cycles as well.
Shaker Kitchen Cabinets

Apparently it's a very

Apparently it's a very interesting touristic attraction with a controversial history. If I wanted to see Chicago I would definitely be interested to take this route.

They should have promoted

They should have promoted the line better, it's a necessity but it could also be an attraction for a fun family weekend, I really think there's potential for it, all we need is a change of perspective.