Two marketing firms were recently hired to show how they could promote the Sanford Regional Airport, and we’re glad to see this plan to invest in one of the town’s most valuable assets. The town’s Industrial Development Corporation hired consultants Ron Price of QED, based in Florida, and Lois Kramer of Kramer Aerotek of Colorado to create a business plan for the airport, which the town owns. The two consultants, both of whom have experience marketing in the aviation industry, have come up with some great ideas to help promote the airport, which will open up some exciting opportunities for the town once they are implemented.
The consultants were wise to focus on the recreational and educational opportunities at Sanford Regional Airport, since they recognize that commercial use will probably not be as attractive in Sanford, with so many larger airports nearby. Their ideas include a branding campaign for the airport, which might include a new name, and attracting an aviation education facility or convention center. The town might also seek to draw related businesses to the site of the airport, such as an aircraft refurbishment company, a firefighting training center, or a transient corporate aviation hub. The possibilities are many and could have a major impact on the area.
Already, the Sanford airport draws pilots from throughout the region who are looking for an interesting destination, and they spend their money in Sanford – buying fuel and renting hangars at the airport itself, and buying goods and services in town. Much investment has been made at the airport, with the Federal Aviation Administration recently providing most of the $7 million used to renovate the runways, a new taxiway, ramps, GPS runway approaches and more. More than 30 new hangars have been built there in the last six years alone, bringing the total to 63, and there are 88 aircraft based at Sanford Regional Airport, which is 10 percent more than in 2005, according to the consultants’ report.
Clearly, the airport is ripe for marketing to pilots and others, and it is a perfect time to promote its improvements. By expanding its uses and marketing to more people and pilots, the airport can help boost the local economy even more. Students could take field trips to an educational center at the airport to learn the history and mechanics of flight. Aviation enthusiasts could hold conventions at the airport if a hotel and meeting space were built there, as could businessmen and women who travel by corporate jet. It’s invigorating to consider the different options that Sanford could pursue in developing the airport and heartening to see the town recognize what an asset this facility can be.
Aviation has changed a lot since the days when Sanford Regional Airport was used for training during World War II. It is much more focused on recreation now at the small, municipally-owned airports, and the town can make the most of that market, beginning with this new planning process.
The Industrial Development Corporation should be applauded for taking this step to promote the airport and expand its uses, as a way to boost the local economy. It’s unfortunate that nearby Biddeford has not recognized the potential of its own municipal airport in the same way that Sanford has. That facility could be more of a draw for residents further north, but the political will and public support is unfortunately missing for the Biddeford Municipal Airport.
If Sanford moves forward with the ideas proposed in the consultants’ plan, Biddeford will find itself left on the runway while Sanford soars.
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