In Southwest Florida, the marketing push will start 30 to 60 days before opening, Weibrecht said.
Rectrix will hold open houses for fractional ownership programs and send mail to potential customers.
Rectrix is keeping in mind Sarasota's growing wealth as it builds what Cawley likes to describe as the "Ritz-Carlton" of FBOs.
The analogy has practical implications as well. Weibrecht plans to find a least some of his new crew, about 20 people to start, in the local hospitality industry.
"We want to make sure the focus is on the customer," he said.
While Sarasota and Manatee counties have a wide base of airplane owners and potential owners, the key for FBOs is popularity among pilots.
Cawley said he wants Rectrix to land at the top in an annual ranking of FBOs by Aviation International News. The magazine's rankings are based on a large survey of pilots.
"Over the years, the attractive facilities have built very good businesses and their customers keep coming back," Thurber said.