But the University in question, Keele, is out in the countryside so these are contra-peak flows out of town pretty reliant on that Uni driving demand so doesn't offer as much opportunity to create extra non-Uni income. The timings clash with the peaks so it doesn't facilitate doubling this resource up with that mainstream flow and if you did would require more than a 1 PVR increase.
It's not quite that out in the sticks. It's only a mile from the end of Orme Road (which is arguably where the build up area ends) to the start of the university. Yes it's not in the city/town centres but I wouldn't say it's as out in the sticks as you are suggesting.
Don't know Firsts pricing but £50 an hour is a low cost starting pricing (so the starting price for a cheap operator is £100 in direct costs), and First wouldn't be a low cost option, and as well as the direct operating time you need to factor in the inefficiencies caused by having an extra peak working and the extra paid time that will be incurred until you can start using that driver elsewhere (so £250 a day for something like this would be a cheap bid once you factor in that inefficiency). £340 a day for an extra PVR that is only working part of the day is about ball park on current cost bases, £500 per day is probably a base low cost daily rate with someone like First being somewhat more than this generally. Additionally if you are adding an extra PVR you need to have a base cost to cover the cost of an extra PVR (maintenance, insurance & other costs) then the hourly rate for the driver and operating costs of the bus. So the price for an extra PVR will be higher than the price for the same amount of work tacked onto an existing bus working where the base hourly rate may be all you look for and if you can find a way to not add resource you may go slightly below though the risk with that is that something may change that pushes this out (traffic causing a schedule to not work and it stops being as efficient to cover) so unless it is part of a bigger relationship you are unlikely to risk it.
This is all based on it being an additional bus to the overall depot requirement. I of course don't need to say it for your benefit given your role, but I'll say it for the benefit of others, most operators use these sorts of morning peak boards for buses which are having a 4 weekly checks and so rather than the bus being off all day, it can do this board and earn a few pound before going back to the depot for it's checks.
First Potteries do!
They just hide it within running times and layover where buses step back one or two trips rather than forming the next journey.
You know that, I know that.
It shouldn't take Einstein to realise that on a normally 15 minute service, right before the start of the uni day there is suddenly a 26 minute gap. And lo and behold, this it the trip that is getting overcrowded. Wow, who would have thought it. All these uni degrees that people get to work in the commercial teams and somehow lack the common sense that during a busy flow, having a 26 minute gap in a 15 minute frequency timetable, is going to lead to overcrowding.
Does it really take or need 67 minutes (0816 to 0923) to get from Hancock Street (immediately prior to Stoke Station) to Hanley, layover, then return to Seven Arches (opposite Hancock Street).
Journeys most mornings getting into Stoke Hanley 5 minutes early, and most buses having at least 5 minutes say off at Seven Arches as well. That's 10 minutes you can chop off a round trip and do that off each trip, as well as improving the efficiency with not having buses sat around so long, you'd save more than the 1 bus PVR needed to run these trips.
I and others have criticised D&Gs approach to slack timetables at times and so I think it says a lot that D&G on the 9 can get from Hanley to Stoke Church Street in 15 minutes, yet Firsts 25 gets 27 minutes to do the exact same section of route. If these highly skilled people in offices actually used the AVL that they have spent oh so much money on, they would clearly see that the bus is sitting around for somewhere around 10 minutes on this section 5 minutes at Seven Arches and 5 minutes on Church Street) and so clearly doesn't need all of the time that it's being given.
Yet again, organisations are having to stump up cash because Firsts commercial teams haven't a clue what they are doing, and just use whatever rubbish the AI spits out.