California's Modesto Airport Pushing L.A. Route

Stanislaus County, California's largest airport is aggressively marketing the service to put bodies in seats.


Despite the lack of federal grant money, Rondinella does have a marketing budget of $120,000 approved by the county Board of Supervisors. Spending has been divided three ways: about $40,000 for air-cargo marketing, $40,000 for passenger air-service marketing and $40,000 for general airport marketing.

Allegiant Air, he said, also is marketing itself, "and they are spending a lot of their own money to do it. I've pledged $22,500 to match their dollars.

"Obviously, we are doing something right. When you are filling 150-seat jets 90 percent full, then obviously your marketing is working -- passengers from above Sacramento and Oakland are bypassing their airports and coming out here," Rondinella said.

Similar to Modesto Airport's efforts, Rondinella has purchased a mailing list from the Modesto Chamber of Commerce to promote the Las Vegas service in Stanislaus County, which he considers part of Stockton Metro's primary market area.

Stockton chamber CEO Douglass Wilhoit said both airports are important for the region and encouraged their efforts.

"We need to think regionally and put turfdom aside, and we need to get more jet service in this area," Wilhoit said.

Contact reporter Joe Goldeen at (209) 546-8278 or jgoldeen@recordnet.com

Copyright: The Record -- 7/10/06


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