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Three months later, on 7 December 1911, it was further extended to Finchley Road station. From 31 October 1912, it was re-routed at Belsize Road to run to Gospel Oak via Eton Avenue, Englands Lane and Parkhill Avenue instead of to Finchley Road. However, this extension did not last long and in December 1912 route 31 was curtailed to run daily from Chelsea to South Hampstead (Swiss Cottage).
From 21 November 1987, the Sunday service was converted to one-person operation, and this was extended to daily operation from 15 April 1989, when was converted to minibus operation with AEC Routemasters replaced by 28-seat Alexander bodied Mercedes-Benz midibuses. In 1988, Gold Arrow routes 28 and 31 were introduced, operated by CentreWest.
These vehicles were quickly found to be too small, and were replaced with Dennis Darts three years later. On 29 May 1999, the route was withdrawn between Notting Hill Gate and Chelsea and replaced by new route 328. Double-deck operation was reintroduced with low-floor Volvo B7TLs in 2004; there was no reduction in frequency.
On 2 December 2006, the route was extended to Shepherd's Bush Green in preparation for the western extension of the congestion charge. A further short extension took place on 29 November 2008, when the route was extended to White City bus station to coincide with the opening of Westfield London. Although route 31 was extended in connection with the Western extension of the congestion charging zone, after the congestion charge was removed, the extension has remained. However, TfL has also committed to a review of bus services, including those in the Western extension zone.
On 22 June 2013, route 31 was included in the sale of First London's Atlas Road garage to Tower Transit. On 28 April 2018, Metroline started operating the route using existing Wright Eclipse Gemini 2 bodied Volvo B9TLs from Perivale West garage. On 5 March 2022, the allocation was transferred to Willesden Junction garage using existing MCV EvoSeti bodied Volvo B5LHs. The route's allocation was transferred to Holloway garage on 4 May 2024.
The route was the subject of the 1985 BBC documentary film To the World's End: Scenes and Characters on a London Bus Route, which followed the route from Camden Town to The World's End, Chelsea, meeting various people who live or work along the route and featuring a score by Carl Davis. The film can be viewed online as part of the BBC Four Collection series of archive programmes made available on BBC iPlayer.
References
^ Carr, Ken. The London Bus Guide. Visions International Entertainment. ISBN978-0-9931735-3-0.
Blacker, Ken (2007). Routemaster: 1970–2005. Vol. 2 (2nd ed.). Harrow Weald: Capital Transport. p. 113. ISBN978-1-85414-303-7.
Public transport planning and operations. PTRC Education and Research Services Ltd. 1990. p. 109. ISBN9780860502173. Intensive inner London Gold Arrow services 28 and 31, introduced in 1988, have given encouraging results. Individual operating subsidiaries of London Buses Ltd. are making further minibus conversions, such as those of CentreWest in Ealing.
"Untitled". Transport. 15: 85. 1994. It also helps to avoid the instability and wasteful duplication found in deregulated areas. However, local opportunities for service development may also be envisaged, in addition to those devised centrally. Examples include the 'Gold Arrow' midibus services 28 and 31 of the Centrewest company
Aldridge, John (September 2004). "In London: From little Sprints to frequent Geminis in 15 years". Buses Magazine (584). Ian Allan Publishing: 14–15.