In smaller airports across the country, getting and keeping airline service has become a major problem. The economic situation has taken its toll on all industries and the airlines—both pax and freight—are definitely participating. Airlines seem determined to cut, rather than add, service and that can truly hurt regional airports.
Attracting new airline service has become more important and more expensive. As one airport director told me, it takes more to lure airlines than ever before.
In the last week, I attended one airport commission meeting, at TRI, and contacted airport leaders in three other states by telephone. All four confirmed that yes, they too have this problem. Three out of four said they have gone to the business community for financial help in the form of cash and/or guaranteed purchases of airline tickets on a new airline.
Note that they said the business community. They have gone to businesses either directly and/or with the help of the Chamber of Commerce. In at least one case, the airport has asked — and received — help from airport tenants, including at least one FBO.
Two points seem to be evident:
- You get help from the business community only if they are aware that the airport contributes to their bottom lines. This is not a charity pitch.
- The closer and longer you have worked with the business community, the better this idea will work — another instance where you have to make your friends before you need them.
The airport leaders who have been long-time active members of the Chamber of Commerce, Rotary, and/or other civic clubs tell me that it has paid off. It is just easier to sell to a friend who knows your value than to a stranger who doesn’t. One such leader said it is important that businesspeople see him as one of them, and not as just another bureaucrat.
Airport leaders also tell me that it’s never too late to start. One first step might be to inform every business and civic group that you can provide a fascinating program for their regular meeting. Many groups are a bit desperate to fill those slots. They’ve already had all of the coaches, the chief of police, and the local beekeeper speak for their group, and they will be delighted to provide something different. It does work. I know, because I did this myself in the entire state of Alabama back in the 1970s when I was working with the Piper distributor.
Make the presentation interesting and informative. Include the airport’s goals and problems and tie everything back to the community. Explain what the airport does for them. Join business groups and work on their projects. Banks do this more than any other industry, and it seems to work wonders.
I have never met a leader who felt that efforts along these lines were wasted. I have met many who told me the work was a great investment.
