East Yorkshire (bus company)
East Yorkshire Motor Services Limited (EYMS; trading as East Yorkshire) is a bus and coach operator, running public bus services throughout the East Riding of Yorkshire (including Kingston upon Hull), along the North Yorkshire coast and over the North York Moors. In and around Scarborough, East Yorkshire operates bus services under the Scarborough Locals brand, formerly known as Scarborough & District; additionally, private hire coach services are operated as East Yorkshire Coaches.
|Parent||Go North East|
|Service area||East Riding of Yorkshire|
|Service type||Bus & coach services|
|Stations||Hull Paragon Interchange|
|Fleet||316 (December 2016)|
|Chief executive||Martijn Gilbert|
East Yorkshire Motor Services were purchased by the Go-Ahead Group in June 2018, becoming an operating division of Go North East. In March 2019, a new brand name of simply East Yorkshire was adopted alongside a new logo and livery identity.
EYMS was originally two companies, Lee & Beaulah, set up by Ernest John Lee, and Hull & District Motor Services, set up by HA Harvey. In 1926 British Electric Traction bought the two and formed EYMS to take them over. In 1968 BET was sold to the Transport Holding Company, which in 1969 became the National Bus Company (NBC). The livery of East Yorkshire was dark blue and primrose until 1972, when it briefly changed to blue with white relief in the NBC corporate layout, but soon this was replaced by NBC poppy red.
In the lead up to privatisation in 1987, EYMS's fleet, which had dropped to 200 vehicles and shared management with Lincolnshire Road Car, started to grow again. United Automobile Services' depots in Scarborough and Pickering were transferred to EYMS and rebranded Scarborough & District.
In February 1987 EYMS was sold in a management buyout led by seven managers. EYMS began to expand, purchasing many of the independent operators in its local area, including Connor & Graham, Cottingham Mini Coaches and Primrose Valley Coaches. The liveries at privatisation were silver/blue, NBC poppy red and NBC's minibus livery of silver, blue and red. The red buses soon started receiving red/grey livery.
The Hardwick's of Scarborough fleet was purchased from Wallace Arnold, Wallace Arnold's last bus company. In Hull some AEC Routemasters entered service in traditional pre-NBC EYMS blue to compete with Kingston upon Hull City Transport, and it suffered competition in Hull, Bridlington and Scarborough from Applebys. In 1999 Applebys closed its Scarborough base. Soon afterwards it went into receivership.
In 2009, EYMS won the coveted “Large Bus Operator of the Year” Award at a presentation dinner attended by over 600 people from the bus and coach industry. The Large Operator award is for bus operators running over 100 buses. The award event was held by RouteOne which is one of the industry’s main national trade magazines. The company has also reached the final of the "Large Bus Operator of the Year" Award in 2011, 2013 & 2014.
Expansion outside of Home Area
The Company's first expansion outside its home area was in 1992 with the purchase of Finglands Coachways of Rusholme, Manchester. In 1995 the original Stagecoach Manchester operation was added (not to be confused with the present day Stagecoach Manchester, against which Finglands is in competition on South Manchester routes).
On 1 August 2013, FirstGroup announced that subject to regulatory approval by the Office of Fair Trading, it had agreed to purchase the bus operations of Finglands Coachways. The sale included the lease of Finglands's depot in Rusholme, routes and approximately 100 members of staff, but no buses. The deal was approved in January 2014 with First Greater Manchester taking over on 9 February 2014.
In October 2013 EYMS sold the Fingland's coach charter business to Bullocks Coaches.
Whittles Bus & Coach
Whittle Bus & Coach of Kidderminster were acquired in January 2004. This was the second major acquisition out of its own area for EYMS since its privatisation through management buyout in February 1987. The Whittle Bus & Coach business ran 50 buses and coaches at the time of purchase, running services in predominantly rural areas in the counties of Worcestershire and Shropshire.
In December 2014, the Whittle coach business was sold to Johnsons Coach & Bus Travel with nine coaches. The National Express services were taken over by National Express subsidiary company, and all the Whittle local bus registrations cancelled from 5 January 2015.
Acquisition by the Go Ahead Group
In June 2018, East Yorkshire Motor Services was acquired By Go-Ahead, bringing an end to 30 years of family ownership. EYMS will continue to run as a standalone company within Go North East. In late October 2018, £1 million was invested in new Ticketer smart ticketing machines which accept contactless payments.
In March 2019, a new livery and branding was announced. Under the branding changes, the trading name for the business became ‘East Yorkshire’ with a new typeface and the white rose of Yorkshire replacing the letter O to form part of the logo. It was launched at an event at Hull City Football Club’s KCOM Stadium, were two buses were displayed in the new livery - which is an evolution of the well known burgundy and cream colour scheme.
Coaches are operated for hire, day trips and short holidays. As well as running under the East Yorkshire Coaches name, EYC traded as Frodingham Coaches from November 2001 until October 2007 after the purchase of that company. The previous coaching operation, East Yorkshire Travel, was once a nationwide operator, but was sold to the Godfrey Burley Group in 1996.
EYMS are a National Express contractor and operate services on the following routes:
- 031 Portsmouth – London
- 322 Hull – Swansea
- 327 Scarborough – Bristol
- 447 Hull – London
- 448 Hull/Peterborough – London
- 449 Mablethorpe – London
- 481 Felixstowe – London
- 562 Hull – London
- 563 Scarborough – London
EYMS's fleet is dominated by Volvos, but also features other types, including Mercedes-Benz and Dennis. As at December 2016, the fleet consisted of 316 buses and coaches. In May 2015, it was the first operator to take delivery of a MCV EvoSeti. The numbers of this type increased with a further 18 put into service in January and September 2017.
- 1987: Cherry Coaches, Beverley; Wallace Arnold, Scarborough (including Hardwicks)
- 1992: Thornton Dale Coaches, Pickering; Rhodes Coaches, Wawne (buses); Metro Citybus, Hull;
- 1993/4: Connor & Graham, Easington
- 1997: Kingstonian Travel Services, Hull (from Stagecoach in Hull)
- 2001: Frodingham Coaches, North Frodingham, Driffield
- 2009: Veolia in Hull
Out of Area
East Yorkshire used to operate two Moorsbus duties from its Hull depot. These were normally operated by Wright Eclipse bodied Volvo B7RLEs. These ended in 2013 although the registration was kept until the following year. This was due to the withdrawal of funding from the Moors National Park due to budget cuts. In early 2014, East Yorkshire registered ME1, standing for Moors Explorer 1, which replaced the previous M13 and M14 services from Hull. The new service runs from Hessle Square in Hessle to the park visitor centre at Danby closely following the old route.
This is being run on a commercial basis by EYMS and has proved very popular with both local residents and visitors to the Moors using the previous vehicle arrangement, although two double deck buses have been spotted operating. Because of this the company does not accept disabled or pensioner passes for free travel, but does allow them to be used for discounted travel. Able bodied passengers must purchase a "Go Anywhere" ticket which allows travel over all EYMS services allowing connections to Scarborough. Intermediate fares are also possible between certain sections of the route. In November 2014, East Yorkshire confirmed they would run ME1 during the summer of 2015.
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