If you head for the Dangleway this summer, which increasingly more people are doing, you'll find two queues.
That's to say you'll find two roped-off queueing slaloms, which might or might not have people in them, but one of the slaloms is quite long so I guess the queues get quite long sometimes.
One is the Boarding Queue and one is the Ticketing Queue.
I actually saw five different groups of people converging on Dangleway North yesterday, which is five more than I'd normally expect to see on a weekday morning, but that's the school summer holidays for you.
And the signs for each queue are somewhat misleading.
It's all about boarding passes.
If you have one join the Boarding Queue, if not join the Ticketing Queue.
BOARDING QUEUE
TICKETING QUEUE
If you have onsite or online boarding passes please JOIN THIS QUEUE
If you would like to purchase a boarding pass or receive more information please JOIN THIS QUEUE
Otherwise please JOIN THE TICKETING QUEUE
If you booked your journey online or if you have the boarding passes already please JOIN THE BOARDING QUEUE
It's not explained what a boarding pass is but it sounds like a ticket you need to buy before you travel. Many people riding the Dangleway will be here for the first time, because it's that kind of tourist attraction, so won't know any different.
You can of course board the Dangleway with an Oyster or contactless card, indeed that's the best way to pay the cheapest price, simply by walking up to the barriers and tapping in. But Oyster and contactless are not mentioned in the instructions on display, merely 'boarding passes', so you're more than likely to end up at the ticket window unnecessarily.
The Dangleway fares page on the TfL website only mentions Oyster and contactless - £4 for adults and £2 for children. But consult the price list displayed at the terminal and mysteriously Oyster and contactless are not mentioned. It does say a One-Way Boarding Pass costs £5, and there's something called a 'Discount Adult' for £4, but nowhere does it say this might apply to a card you already have in your pocket.
The price list starts a variety of River Roamer packages (£17.60 single, £25.80 return, £27.80 unlimited), then continues with a Discovery Experience (£11.70) which allows you to sample the aviation 'exhibition'. Also prominently displayed are the champagne & private cabin options, although with no prices listed. If all you want to do is cross the river, the £5/£4 option, that's right at the bottom.
It's possible the ambiguity on the queueing posters is an oversight. But I suspect it's entirely deliberate, a means to nudge punters to the ticket window where they can be upsold more expensive options rather than swiping straight through and paying the minimum.
It reminds me of the booths placed at the entrances to several ofLondon'sfreemuseums where smiling staff encourage you to donate money before you go in. Engage and upsell, you might significantly boost your bottom line.
