TO: Mayor and Members of City Council
THRU: Kelly Olivera, Assistant City Manager
FROM: Alvester T. (Toney) Coleman, PhD, A.A.E.
DATE: November 28, 2022
RE:
Title
Airport Administrative Report - New Marketing Initiative
end
COUNCIL DISTRICT(S):
Council District(s)
All
b
Relationship To Strategic Plan:
Goal IV - Desirable Place to Live, Work and Recreate
4.1 - To maintain public transportation investments with high quality transit and airport services.
Executive Summary:
City Council shall be briefed on a new marketing initiative to promote ridership on signatory airlines currently serving the Fayetteville Regional Airport.
Background:
• Over 360,000 people are projected to fly Fayetteville in Calendar Year 2022
• General ridership averages for October 2022 were 39.52% Personal, 36.43% Business, 22.34% Military, and 1.71% Other.
• Aircraft load factor is a key performance indicator with a goal of 80%. Load factors for FAY airlines have remained above 80% through October 2022.
• American Airlines and Delta Airlines serve the Fayetteville Regional Airport (FAY) with direct service to three major hubs.
• American Airlines provides an average of 6 out and 6 inbound flights per day direct to/from Charlotte, North Carolina and 1 out and 1 inbound flight to/from Dallas/Fort Worth, Texas per day.
• Delta Airlines has an average of 3 out and 3 inbound flights to/from Atlanta, Georgia per day.
• Charlotte Douglas International Airport has 180 non-stop destinations, including 35 international locations and three U.S. territories.
• Dallas-Fort Worth Airport has non-stop passenger flights scheduled into 259 destinations in 37 countries. It is also the 3rd largest airport in the United States.
• The Hartsfield-Jackson Atlanta International Airport has non-stop passenger flights scheduled to 219 destinations in 43 countries.
• In short, there are 658 ways to get to any destination in the world via Fayetteville’s current signatory airlines.
• Airport Management seeks to increase awareness of FAY’s air carrier opportunities and the travel ease of flight from your local airport aboard two major legacy air carriers.
• Primary element of promotional strategy is a $50,000 marketing campaign. Funds are already established in current $300,000 marketing budget.
• Airport Management shall collaborate with Mr. Randy Fiveash at the Fayetteville Convention and Visitors Bureau (FCVB) and Airport Commissioner Mr. Naynesh Mehta for hotel accommodations in Charlotte, Texas, and Atlanta. Hotel accommodations via FCVB are TBD. Hotel accommodations via Mr. Mehta are Hilton Garden Inn, Springhill Suites, Holiday Inn Express, and Embassy Suites.
• Airport funds shall support giveaways of passenger tickets to locations currently served from FAY.
• Advertising campaign shall be developed with the Marketing and Communications Department and Infinity Marketing, and announced through current advertising nodes (radio, television, and/or print ads).
• Primary themes shall be “Thank you for flying Fayetteville”, “Don’t leave home to leave home”, and “We’ve got what you’ve been waiting for - An Even Better Airport Experience!” (focus on terminal renovations over past 4 years).
Issues/Analysis:
Goal is to retain ridership on current signatory airlines and improve awareness of FAY airline offerings to lessen leakage to alternative destinations from our 11-county service area.
Budget Impact:
There is no impact to the General Fund.
Options:
1. Accept presentation by Airport Director and make recommendations for improvements to plan, if desired.
2. Do not accept presentation by Airport Director and make no recommendations for improvement to the plan.
Recommended Action:
Accept presentation by Airport Director and make recommendations for improvements to plan, if desired.
Attachments:
None