White Bus Services
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White Bus Services is a third generation family run bus and coach company that has provided services in the Windsor and Ascot Areas since the 1930s. The founder - William Rule Jeatt had previously run a motor repair business from premises adjacent to the bus garage in North Street, Winkfield from where a bus service had been operated by the Republic Bus Company since the end of the First World War. Around 1930 William Rule took over the running of the bus company renaming it White Bus Services - the name by which it is known to this day. In later years the running of the company was undertaken by his son and daughter Cecil and Vivienne Jeatt. Cecil continued to run the bus service until 1972 when ill health forced him to retire. His son Doug took over and ran the company until selling to a local consortium in November 2016.
In 1955 the Private Hire side of the business became a separate company operated as Winkfield Coaches by Vivienne and her Husband Dick Mauler but continued to operate from the same site until 1990 when the two companies were re-amalgamated under the name White Bus Services. The company further expanded in 1987 acquiring a number of vehicles and contracted school services from A Moore & Sons (Imperial) in Windsor when this long established company closed down. The company currently operates a mixed fleet of 15 buses and coaches and employs 18 full time and 6 part time staff at the same garage in Winkfield.
The company has operated a bus route between Windsor and Ascot from 1930 until today, even providing a full service during the war years. For all of this time the service ran from Windsor through Windsor Great Park to Sunninghill but for many years continued on to Bagshot. The route was cut back to terminate in Sunninghill in the mid 1960s but extended again in 1982 to Ascot when other services in the area ceased to run. Originally the service ran from 7am until 11pm for seven days a week but declining passenger numbers saw evening and Sunday services cut during the 1960s and early 1970s. Since 1972, in common with many other rural bus services, support has been provided by Local Authorities. Passenger numbers declined from a peak in the post war years until the advent of, firstly, half fare and then free travel for the over 60s since when numbers have increased dramatically. On some journeys all seats are now occupied for the first time in decades! The current service is a Monday to Saturday daytime bus service between Windsor and Ascot serving Windsor Great Park, Cheapside, Sunningdale and Sunninghill and is operated with modern, low floor, environmentally friendly and wheelchair accessible vehicles.
After the introduction of free school transport the company operated contracted services on behalf of Education Authorities to several schools in Windsor, Ascot, Maidenhead and Wokingham. They continue to run these but more recently they have been operated as Local Bus Services allowing other members of the public to use them.
Buses and Coaches were provided from the start for outings to theatres, seaside destinations, mystery tours or visits to museums, garden centres etc for schools and other groups.
Until the 2000s White Bus Services were known for its all Bedford fleet, the last of which finally departed in October 2008.The fleet now comprises a number of different manufactures. With limited space at North Street, buses were frequently out stationed at Cruchfield Manor Farm, Hawthorn Hill and Bracknell lorry park.
The company was sold to a consortium that controls Fernhill Travel of Bracknell in November 2016. The livery changed to reflect the house style of Fernhill, but retained the long standing white and Verona green. From September 2017 they expanded considerably after winning five Surrey County Council routes previously operated by Abellio Surrey, taking White Bus into Staines for the first time on a daily basis with links to Addlestone, Woking and Egham. They then added a commercial service 441 from Staines to Englefield Green in early 2018, and made further contracts gains in September 2018 in the Woking area. Only buses are now kept at North Street, the coaches are kept in an extended yard in Longshot Lane, Bracknell.
Photos of Current Fleet
Optare Tempo YJ57 EHV at Ascot Race Course on 26th January 2009. Thanks to Geoff Lovejoy for this photo.
Photos of Former Fleet
The second vehicle to join the fleet was this Reo Pullman Junior registered FG 3768. Copyright unknown.
Dennis Ace JB 9468 joined the fleet in 1936. Copyright unknown.
Bedford OWB ATL 835 joined the fleet in 1951. Copyright unknown.
Bedford OB MVX 508 joined the fleet in 1956. Copyright unknown.
Bedford YRQ LJB 403L joined the fleet new in October 1972. Copyright unknown.
Bedford YRQ / Willowbrook STL 725J, Bedford YNT / Plaxton Paramount II B633 DDW, Bedford YNT / Duple Dominant C668 WRT and Bedford YNT / Plaxton Supreme KDT 281P lined up at the North Street depot. Copyright Geoff Lovejoy.
Optare Delta S158 JUA at the Cobham Bus Rally on 3rd April 2005.
L561 ASU and L523 MJB paying a visit to Reading on 4th August 2007.
R714 KGK at the Alton Bus Rally on 15th July 2007.
White Bus Services contact details:
Tel: 01344 882612