April 06--Palm Beach International Airport's first-ever marketing director has been on the job for a month, and she's putting together a plan to persuade you to use the local airport.
Stephanie Richards comes from Memphis by way of Oklahoma, but she's had the Palm Beaches on her radar for some time. Her impression of the airport: "Wow, this is beautiful. Apparently, we just have to get the word out."
To be fair, it'll be harder than that.
PBIA loses the battle for leisure domestic travelers to Fort Lauderdale-Hollywood International Airport to the south because it has more nonstop flights and cheaper fares. It loses travelers to the north to Orlando International Airport for the same reasons. The airport's "catchment" area -- from which it draws customers -- includes Martin, St. Lucie, Okeechobee and Indian River counties for a total of 2 million potential travelers.
In the past few years as airlines have consolidated, they have cut the numbers of flights, especially at regional hubs like PBIA. The airport is much better off than places like Fort Myers (Southwest Florida International), Sarasota Bradenton International and Melbourne International, but leaders aren't happy with the reduction in seats and passengers at what was a rapidly growing airport before fuel prices and the recession hobbled the industry.
PBIA has hired Richards to get the word out about its benefits: ease of travel, lower priced parking, shorter security lines.
A marketing survey last year, which prompted the new marketing director position, found people who use the airport do so for all of those reasons. But they want more competitive fares and nonstop flights to more destinations, something the airport continues to lobby for with the various airlines.
So Richards started March 1 and is learning the community. She's visiting groups like the local chambers and the Business Development Board. And she's putting together a yearlong marketing plan.
"I have spent a lot of time walking around the airport, learning," Richards said.
And she started a Twitter account for PBIA: @PBI_airport. Developing the airport's social media presence is on her list.
PBIA Finance and Administration Director Mike Simmons said the job of marketing was scattered among the staff, so no one was doing it with "continuity."
"So the message wasn't getting out," he said.
More airport news
The outlook for PBIA is looking better, Airports Director Bruce Pelly told tourism leaders during a retreat last month.
Passenger numbers were up slightly in December and show an even larger uptick in January -- up by 3.2 percent over the prior year. That's another 16,571 people arriving and departing from the county's main airport in January alone.
Passenger numbers increase during the season, peaking in March. Those figures are not yet available for 2013.
Pelly said construction at main domestic rival Fort Lauderdale-Hollywood International Airport should help PBIA. Not only will delays sway passengers to reconsider PBIA, but the cost of the project will hurt Fort Lauderdale's bottom line.
"Their cost is going up, ours is going down," he said. "I think we will be able to beat them on price."
The airport already gives airlines as much as $250,000 a year in incentives to try a new flight at PBIA, and Fort Lauderdale discontinued its incentive program several years ago.
Surveys show leisure passengers are willing to pay a little more for the ease of flying out of PBIA, and business travelers are willing to spend a good deal more.
Arrivals and departures
However, JetBlue's flight to San Juan, Puerto Rico, added last May, has not done as well as hoped. Pelly said the times have been adjusted to better accommodate connecting flights to other Caribbean islands.
Seasonal flights to Providence, R.I., and Buffalo on Southwest Airlines/AirTran had a good response. Airport officials are lobbying for year-round nonstop flights, and Southwest is planning a one-stop flight to Buffalo starting this month that will allow passengers to stay on the same plane.
Many of the seasonal flights ended in March, but Air Canada will fly nonstop to Toronto daily through the end of the month. Southwest's daily nonstop to Pittsburgh runs through April 13. And United Airlines' daily flight to Cleveland (two through the 8th) continues through April.
Airport art
One of the features of PBIA is the Art at the Airport program, which displays the work of local artists. So if you haven't checked out the art during your recent travels, Palm Beach County's Art in Public Places program is holding a reception from 5:30-7 p.m. Wednesday on Level 2 in the Main Terminal.
It's free and open to the public, according to a Cultural Council news release. For a list of artists and photos of the artwork, go to the county's website www.pbcgov.com and search for Art in Public Places. Click on Airport Exhibitions.
And while you're at PBIA, check out the airport signs. The Convention and Visitors Bureau has started working with Pelly and staff on some possible changes to make signs around the airport more helpful.
Fine dining training
The Martin County Hospitality Program is offering free training this summer in fine dining to qualified applicants (must live in Martin, St. Lucie, Okeechobee or Indian River counties and be unemployed).
Food and Beverage Fine Dining Training runs June 3 to July 11.
Odaoy Victorio, communications coordinator for Workforce Solutions, a Treasure Coast employment agency chartered by the state, said unemployed workers who are interested should apply soon. Call 772-214-3174 ext. 118 to find out about qualifying.
Victorio and Indian River State College Business Solutions Consultant Sherrie Coleman said employers such as Piper's Landing and Tony Roma's helped shape the course. And participants will be on track for a job with successful completion of the course. After taking an exam, the course earns certification in hospitality and restaurant management through the National Restaurant Association Education Foundation.
Lodging news
Delray Beach Marriott recently opened eight cottages near the corner of Ocean Boulevard and Atlantic Avenue.
The Villas by the Sea add luxury one-, two- and three-bedroom accommodations with exclusive amenities, kitchenettes and complimentary breakfast delivered each morning, according to a news release from the property. The villas complement the 277-unit Marriott at the same location. Both are owned by Ocean Properties Ltd.
"The villas are ideal for discriminating guests seeking privacy, and for high-end groups and corporate retreats," Rick Konsavage, the regional director of operations, stated in the news release.
Marketing moves
Delray Beach Marketing Cooperative Executive Director Sarah Martin ends her run with the city-CRA-chamber partnership today.
Martin, credited with being a key person in the winning campaign for "Most Fun Small Town" designation by Rand McNally, USA Today and the Travel Channel last year, is moving to a private company based in Delray Beach, Elev8 Sports Institute Inc. She served as executive director for three years and promoted Delray Beach for a decade.
Destination Marketing Manager Stephanie Immelman will serve as interim director. Upcoming campaigns include the Summer Drive Campaign and July 4th celebration.
Copyright 2013 - The Palm Beach Post, Fla.
