New train info displays at Ashland, Richmond stations improve public safety, ridership experience

Pamela Novak’s binoculars helped her and the volunteers at the Ashland and Hanover Visitor Center zoom in on answers to travelers’ questions, such as when the next train would arrive in front of the center’s doors. With new Amtrak updates at the Ashland and Richmond stations now prominently displaying the information passengers need, she has happily retired the binoculars.

Novak said after the pandemic, passenger queries increased, as did ridership. Even before the global health crisis, passengers were often unable to determine a train’s arrival time or which side of the tracks to board, creating chaos and prompting volunteers to step onto the tracks to help look for lights or signs of the next locomotive. 

“They’re coming into my visitor center for help, and I’m not going to turn them away,” said Novak, the center’s manager. “I need to help them and that’s part of what we do.”

After years of coordination and effort, the Passenger Information Display System (PIDS) has debuted, designed to inform passengers using the Ashland and Richmond Main Street stations — neither of which has in-person staff — about upcoming trains through displays and a speaker system. As part of the system, Amtrak will notify passengers of updates from its PIDS Operations Center between the two stations at Richmond Staples Mill.

PIDS provides customers with real-time information on train arrivals and departures, as well as track assignments, in both audible and visual formats, Amtrak said in March when it announced the upgrades at the Main Street Station. The system can also announce essential update information during service disruptions and includes an adaptive sound system that adjusts to different environmental noise levels.

As of March 28, Virginia stations equipped with PIDS include Lynchburg, Newport News, Norfolk, Petersburg, Williamsburg, and the Staples Mill Road Station in Richmond. Amtrak Virginia trains offer direct service to the Main Street Station to and from Newport News, Northern Virginia, Washington, D.C., and as far north as Boston, according to the company.

“Amtrak is committed to providing timely and accurate customer communications across all channels – in stations, on board trains, via our mobile apps and our various web-based platforms,” said David Handera, Amtrak vice president of accessibility and Stations & facilities Chief Administrative Officer, in a March statement. “Thanks to VPRA, the City of Richmond and our dedicated, multi-departmental team for this modern and accessible system that will enhance the travel experience.”

Improving public safety, ridership experience

The Virginia Passenger Rail Authority, which manages the commonwealth’s state-supported Amtrak Virginia passenger rail service, has worked with the transit provider on the upgrades to enhance public safety and improve the ridership experience.

“If people have proper information, that is going to reduce the possibility that someone could have a safety incident on the tracks,” said Mike McLaughlin, VPRA’s chief operating officer.

At the Ashland station, McLaughlin said passengers are unable to cross to the other side of the track once a train has arrived, which is why information about where the train will arrive is essential.

In comparison, at the Fredericksburg train stop, travelers can use an underpass to walk underneath the tracks. However, it can still be challenging for those who need more time to board.

Ensuring passengers have up-to-date information was another priority, McLaughlin said.

“We live in the 21st century, where people come to appreciate that and people come to expect that, and the customer needs that information,” McLaughlin said.

Knowing their train’s arrival time can also help passengers manage their time better and determine if they have enough spare time to grab a snack or pop into a nearby shop, which is a potential revenue booster for local businesses.

“I think it does go hand in hand that the more information that people have, the more they can make the best use of their time,” McLaughlin said. “If the best use of your time is (visiting) a business across the street, whether it be a coffee shop or something of that nature, that’s a win-win for everyone.”

More riders get on board

VPRA and its partners’ efforts to boost interest in trains statewide have led to an increase in ridership across all rail corridors in Virginia, including Ashland and Richmond in the central region of the state.

In July, Amtrak Virginia reached a milestone, welcoming 131,743 passengers, marking the highest ridership for that month and the second-highest overall since the state-supported service began in 2009. The record for the highest monthly ridership remains 136,433, set in December 2024.

The increase in ridership has benefitted the tourism industry, including businesses and local amenities.

“(The upgrades) represent a huge leap forward — technology and safety-wise — based on what we were dealing with, which was nothing except the best guess of our very gracious staff,” said Martha Miller, assistant town manager in Ashland. “So the town is incredibly excited to have these new displays.” 

Miller said the town will need to find adequate parking during special events due to the increase in ridership.

In Richmond, Katherine O’Donnell, president and CEO of Richmond Region Tourism, applauded VPRA and Amtrak’s investment in the city, which she said will also help support tourism in the region.

“Whether guests are arriving for business or exploring our historic sites, having clear, real-time travel information ensures a welcoming and stress-free experience,” O’Donnell said in a statement to the Mercury. “Main Street Station and Ashland are important gateways into our community, and improvements like these reinforce the Richmond Region as a connected, accessible, and visitor-friendly destination.”

Novak has retired her trusty binoculars — given to her by her husband after she shared her previous method of trying to spot trains while helping passengers with mobility challenges or children — and will retire herself in October after 19 years at the visitor center. As a new era of train travel emerges, she reflected on the role they have played in Ashland’s culture.

“When I sit back and think about it, we were very intertwined with Amtrak,” Novak said. “It just happened that way because of so many people. On some days, we would have anywhere from 50 to 100 people come through here in one day. That’s a lot for a small town, and for us and a good portion of (visitors), it has something to do with the train.”

Virginia Mercury is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. Virginia Mercury maintains editorial independence. Contact Editor Samantha Willis for questions: info@virginiamercury.com.