LAWA board criticizes plan to better market LA/Ontario International Airport

May 08--A marketing plan that was supposed to address the steep decline in passenger traffic at LA/Ontario International Airport was criticized by Los Angeles World Airports' governing body Monday.

Los Angeles Board of Airport Commissioners, a seven-member civilian board that governs LAWA airports -- such as ONT -- and staff, including a longtime airline industry expert, discussed marketing strategies that could turn things around at the struggling airport.

But a proposal, which looked at rebranding ONT as a high-end facility, was met with criticism from the commission.

After more than an hour discussing the plan, the board directed staff to continue to research marketing strategies for ONT and come back with a report.

"If we want Ontario airport to thrive or grow at a faster rate than the economy would allow it then we have to do something unusual," explained Edward Shelswell White, who has been tasked with addressing the marketing situation at ONT.

White, who is a senior director of market strategy and performance with The Aloft Group, has been in the airline industry for more than two decades with expertise in rebranding and commercial service.

Among White's suggestion was that ONT offer valet parking and VIP amenities to attract more customers and airlines.

"Ontario has a weak brand in the minds of customers and airlines," White told the board.

But commissioners quickly questioned the direction, citing the fact

that Inland Empire has been hit hard by the recession. In addition, LAWA staff has long cited the economy as one of the reasons for the downturn in air travel out of ONT.

Monday's discussion was in response to a request made by the commission in late December after the departure of a LAWA employee who handled the marketing for medium-hub facility.

During the discussions, Gina Marie Lindsey, executive director of LAWA, told the board that they were seeking its endorsement as well as guidance on further direction on the marketing proposal.

"We can't guarantee success but at least we can better position Ontario to capitalize on its strengths when the market does bounce back," she said at the start of the meeting.

Ontario officials -- who are fighting to regain control of ONT -- say the airport has been hemorrhaging passengers at the expense of its operator, which has neglected to market the medium-hub facility to airlines.

The marketing of the airport has been a sticking point for city of Ontario officials who have been involved in a multi-year dispute with LAWA over the control of the facility.

LAWA officials have said ONT's situation is not unique, with 30 other medium-hub airports in the United States experiencing similar declines.

Echoing statements made in the past from LAWA staff, White acknowledged that passenger traffic at ONT would not improve any time soon.

He offered the board three objectives that could improve the situation at ONT: broaden the customer base to increase the demand, improve airline financial performance and improve airlines revenues.

But the board of commissioners criticized White's plan calling it vague.

Commissioner Valerie Velasco, suggested that staff to look at the frequency of flights offered as well as the costs between ONT and LAX

Velasco, who has relatives who live in Claremont and Redlands, said they often pass up flying out of ONT because it is not convenient or affordable.

The board also asked White and LAWA to do more research on the driving factors affecting ONT.

Reach Liset via email, call her at 909-483-8556, or find her on Twitter @DBOntarioNow.

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