As the Director of Communications and Customer Engagement at the Lincoln Airport Authority, Rachel Barth is faced with challenges like empty facilities, lack of customers, and the unfamiliarity of the aviation industry. However, her relentless efforts to connect, create, and tell stories have made an immediate impact on the Lincoln Airport (LNK) and the industry as a whole.
“It wasn’t until I was hired did I realize LNK had a huge problem, passengers forgot we were an option coupled with the crippling effects of the pandemic,” Barth said. “I took it as a challenge to work to strengthen our community partnerships, enhance our marketing across the state and hone in on customer service and the things we can control. ‘Nebraska Nice’ isn’t just a saying it’s truly what we live by each and every day and I want our airport to do the same.”
Barth's transformative initiatives include the creation of a Drive-In Movie Program at LNK, drawing impressive attendance numbers and turning the airport into a thriving community space. She successfully negotiated LNK's position as the Official Airport of Husker Athletics, marking a pioneering partnership that allowed LNK to participate in the NCAA Name, Image, Likeness (NIL) program with Husker volleyball player Ally Batenhorst.
One of her significant achievements was overseeing the launch of Red Way, a new form of air service under Part 380 of the Federal Aviation Regulations. Despite the ultimate decision to pull the service from LNK, Barth's marketing strategies generated significant hype around flying local and revitalized the Lincoln Airport's relevance in passengers' minds.
Barth is involved in industry groups such as ACI's Marketing, Communications, and Customer Experience Working Group, and has obtained her Certified Member designation from the American Association of Airport Executives (AAAE).
“Getting my CM (Certified Member) through the American Association of Airport Executives (AAAE) was pretty exciting for me, especially with only being in the industry for a short amount of time,” she said. “It was hard studying something that I really had no background on but gave me the chance to reach out to other industry professionals, take the Loretta Scott Certification Academy course which was a week long and with professionals from all over the country – but I really enjoyed that process and the networking it afforded me. I’m looking forward to starting the process for my A.A.E. accreditation and learning more about our industry.”
Barth’s commitment to the industry goes beyond her role at LNK. She took on the responsibility of planning and organizing events for the annual conference of the Great Lakes Chapter of AAAE, showcasing her dedication to giving back. As the Chair of GLCAAAE's marketing committee, she continues to contribute to industry-wide initiatives.
Working at a smaller airport like LNK has allowed her to engage in diverse responsibilities, from marketing and communications to public information and air service recruitment. She enjoys the close-knit community atmosphere and the opportunity to contribute to various aspects of the airport's operations.
“I want LNK to be known as the ‘best small airport in the country’ even if that’s incredibly hard to prove I want to be in the discussion,” Barth said.
Looking ahead, Barth aims to make a lasting impact on LNK by positioning it as a staple in the community and the go-to choice for flying. In the industry, she aspires to be a voice for small airports, females, and the importance of communications, marketing, and community engagement.
“I’ve been blessed with an executive director and some amazing mentors who have shown me what leadership is and can look like, even if I can show one little girl out there, be a role-model for her, let her know she has a place in aviation then I’d call that success,” she said.
