THE ISSUE
The terminal at Northwest Alabama Regional Airport is undergoing a $1.03 million face-lift.
Image is everything when it comes to attracting customers.
A restaurant with dirty floors and sticky tables presents a certain image. If the operation doesn’t care enough to keep the dining area clean, what does the kitchen look like? Is the food safe to eat?
If the restaurant parking lot stays empty, it makes one wonder why no one else is eating there. Is the food bad or too expensive for what the customer gets? Are the health ratings subpar? Is the service terrible?
Likewise, presenting a positive image is essential to the commercial flight business. With a substantial investment to purchase a ticket and the perception of risk inherent to commercial flight, passengers want to be assured they are flying with a quality provider.
To their credit, officials at Northwest Alabama Regional Airport are taking steps to improve the image of the Muscle Shoals facility.
A tired-looking terminal is being renovated for a more modern look. The $1.03 million face-lift includes new interior and exterior touches that should help improve perceptions of the airport.
“The airline terminal building will get a sleek new skin and be fitted with a high-tech energy envelope, perhaps the first of its kind in the private sector in north Alabama,” said Mike Holbrook, project management director at Fuqua & Partners Architect. “This renovation should provide a low-maintenance exterior and comfortable interior environment for many years to come.”
After a bumpy takeoff, Silver Airways is seeing boardings increase, according to airport officials. The airline provides 12 weekly flights between the Shoals and Atlanta. From Hartsfield-Jackson Atlanta International Airport, travelers can go anywhere in the world.
But the airport at Muscle Shoals faces stiff competition from larger airports at Huntsville, Nashville and Birmingham. Airline boardings at Northwest Alabama are running about 40 percent less than the airport’s best year, officials said.
Part of the problem may be that pesky issue of image.
The need for facility renovations, and struggles to find and keep an airline committed to northwest Alabama has hurt the reputation of the airport.
Overcoming this issue may be a challenge. When a passenger looks around a plane and only sees one or two other people, it is natural to ask why so few flyers are making the same choice.
Considering the modest population and remote location, the Shoals is fortunate to have a good airport with regular flights connecting to the rest of the world.
It is a real asset to residents and business people.
The convenience of a short drive, nearby parking, ease of boarding and dependable service are among the positive aspects that should give Northwest Alabama Regional Airport a bright future. The job now is for officials of the airport and Silver Airways to re-establish a positive image in the community.
Article: http://www.timesdaily.com/opinion/editorial
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