Colorado Springs went with a heavy hitter when choosing the company to market the Colorado Springs Airport nationwide.
The city chose Seabury APG, a global aviation marketing group with offices in the United States, Europe and Asia.
“They focus solely on airport marketing and aviation marketing,” said
city spokeswoman Cindy Aubrey. “They’re a full-service aviation
consulting firm.”
The city issued a request for proposals earlier this year, after the
sudden retirement of long-time airport director Mark Earle. The RFP
sought a marketing consultant to define the regional market, assess the
overall effectiveness of the existing market, develop a retention plan,
create a strategy to restore service and develop a plan to pursue new
opportunities.
It’s a big job – one made bigger by ever-declining passenger numbers
at the Springs airport and the departure of Frontier Airlines earlier
this year. But the airport managed to add a flight by Alaska Airlines,
from the Springs to Seattle, which will start later this year.
Interim Airport Manager Dan Gallagher said that the airport has room
to grow – if it can stop people from southern Colorado from driving past
the Springs to Denver International Airport, an airport with more
nonstop flights and cheaper fares.
“We let them know the demographics,” he said. “About 85 percent of
the market — from Pueblo and the Springs — goes to Denver. We have room
to grow — there are people who aren’t choosing our market [now]. But
there are plenty of good economic indicators to show that if the
airlines are here, people will fly from here.”
Seabury’s website details its experience to lead the charge for a new
airport marketing plan. The company can create new service plans,
community coalition strategies, international market creation, aviation
and economic data, route forecasts and carrier profits. Seabury also
markets airlines as well, the website said.
The company works with several clients in secondary markets similar
to the Springs. While Las Vegas is a client, so are smaller, regional
airports in Portland, Maine; Branson, Mo.; Huntsville, Ala; Appleton,
Wis.; Sacramento, Calif; Tampa; Greenville-Spartanburg, S.C., and
Lexington, Ky., according to its website.
The move to choose a new marketing team for the airport comes on the
heels of other efforts to boost passenger levels at the airport – the
city has added a special lounge for frequent travelers, free parking for
longer stays and discounts at food counters inside the airport.
Mayor Steve Bach also recently announced a group of local leaders to
spearhead efforts to increase the airport’s visibility. The task force
members are El Pomar Foundation CEO Bill Hybl, Broadmoor CEO Steve
Bartolin, U.S. Olympic Committee CEO Scott Blackmun, UCCS Chancellor Pam
Shockley-Zalabak, and retired Air Force Gen. Victor Renuart are all on
the task force. Its goals are to work to improve service, flight
frequency, nonstop destinations and financing.
Source: http://csbj.com