TO: Mayor and Members of City Council
THRU: Kelly Olivera, Assistant City Manager
FROM: Alvester T. (Toney) Coleman, PhD, A.A.E., Airport Director
Loren Bymer, Marketing & Communications Director
DATE: November 6, 2023
RE:
Title
Airport Strategic Marketing Plan
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 the Airport’s updated Marketing Strategy.
Background:
• Over 360,000 people are projected to fly Fayetteville in Calendar Year 2024
• General ridership averages for August 2023 were 43% Personal, 33% Business, 22% Military, and 2% Other.
• Aircraft load factor is a key performance indicator with a goal of 80%. Load factors for FAY airlines have remained above 80% through September 2023.
• 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 2 out and 2 inbound flights to/from Atlanta, Georgia per day.
• Charlotte Douglas International Airport has 182 non-stop destinations, including 35 international locations and three U.S. territories.
• Dallas-Fort Worth Airport has non-stop passenger flights scheduled into 257 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 222 destinations in 43 countries.
• In short, there are 661 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.
• On September 11, 2023, City Council approved an increase of $200,000 to FAY’s standard $300,000 marketing budget bringing the FY24 budget to $500,000.
• Airport Management will continue to collaborate with 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 existing and new venues. Marketing nodes include radio, television, print, and social media 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 increase awareness of using the Fayetteville Regional Airport over alternatives, ultimately increasing ridership on current signatory airlines which will lessen leakage to alternative airports from our 11-county service area.
Budget Impact:
There is no impact to the General Fund.
Options:
1. Accept presentation by Airport and MARCOM Directors and make recommendations for improvements to plan, if desired.
2. Do not accept presentation by Airport and MARCOM Directors and make no recommendations for improvement to the plan.
Recommended Action:
Accept presentation by Airport and MARCOM Directors and make recommendations for improvements to plan, if desired.
Attachments:
FY 23-24 Comprehensive Marketing Plan