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Is branding really the most important thing at a station? Obviously, the TOC's will have you believe so, but would it not be of more benefit to them if their passengers travelled from a fabulous looking station, regardless of branding? Surely passengers travelling from a smart, friendly station will automatically think more of the company that operates it? Take Wakefield Kirkgate as a prime example - the shoddy, run down affair that it is today can't be good for business and that already has Northern and Metro branding. A new facade, tidying up the platforms, some modern amenities and a feeling of safety and security would surely improve passengers' confidence about travelling from the station and, as such, enhance the reputation of the operator.
I think most people want in this order.
1. Somewhere safe and cared for (Graffiti may be harmless but doesn't put passengers at ease)
2. Shelter (Anyone ever been to Barnetby will know the bus shelters don't work)
3. The ability to buy / collect tickets. Yes I understand that a station like Brigg having a TVM is pointless but there are other staffed ones that should. All stations in Penalty fare areas should have TVM's regardless of footfall!
Accessability will be high on some peoples list as well, using a barrow crossing with a buggy is better than fighting a bridge at a station.
You have no choice in who owns the station, no-one goes to Edinburgh Waverley because they don't want to use Scotrail operated Haymarket (because of the operator at least). People may use Waverley to get a seat if going first or to avoid the steps if heading to Glasgow.
While someone mentions St Pancras, I don't like the way they do the departure boards by operator there. Maybe just be but they should run left to right with the earliest train. I was looking for a train on the High Speed line and couldn't find it listed, not realising it wouldn't be on the EMT only departure board!