The Value of an Airport s Brand The Data Behind a VPS Name Change
Topics of Discussion Official Name Change International Airports The VPS Passenger Market Examples from Around the Country Recommended Future Brand
Official Name Change
The Current Name FAA Master Airport Record for VPS Never Altered with Last Name Change Page 4 Source: Sixel Consulting Group Research, January 2015
Booking Engines Track to FAA Page 5 Source: Sixel Consulting Group Research, January 2015
Booking Engines Track to FAA Page 6 Source: Sixel Consulting Group Research, January 2015
Airlines Track to Booking Zips Airlines First Consult FAA Master Record If City Name is Incompatible with Their Highest Booking Zip Codes They Will Align with the City of Those Zip Codes Page 7 Source: Sixel Consulting Group Research, January 2015
We Can Control the Name Step 1: Re-File FAA Form 5010 >ASSOC. CITY: Destin-Ft Walton Beach >AIRPORT NAME: Destin-Ft Walton Beach Int l Page 8 Source: Sixel Consulting Group Research, January 2015
IATA Will Adopt FAA Change International Air Transportation Assoc. Responsible for Airport Names that Airlines Use Also Responsible for Names in Global Distribution Systems (GDS) Will Align to FAA Official Name IATA will have no problem following their lead. Jeffrey Ross, Manager, IATA Limit of 22 Characters All Airport Has to Do is Submit New FAA Form to IATA and Change Will be Made Destin-Ft Walton Beach Destin-Ft Walton Beach International Page 9 Source: Sixel Consulting Group Research, January 2015
Airlines Are Asking for Clarity Airlines Want Named Aligned with Destinations Airlines Will Not Change Identifier without Official FAA Name Change Airlines Did Not Change to Northwest Florida Regional and Would Resist Change Locator Not Strong Too Much Passenger Confusion United Most Vocal in Support of Including Both Destin and Ft. Walton Beach in Official Name at Headquarters Meeting in January Page 10 Source: Sixel Consulting Group Research, January 2015
This is What We ll Look Like Destin-Ft Walton Beach (VPS) Destin-Ft Walton Beach (VPS) Page 11 Source: Sixel Consulting Group Research, January 2015
This is What We ll Look Like Destin-Ft Walton Beach (VPS) Destin-Ft Walton Beach (VPS) Page 12 Source: Sixel Consulting Group Research, January 2015
International Airports
International Airports International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 14 Source: Sixel Consulting Group Research, February 2015
International Airports 150 US Airports Are Called International International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 15 Source: Sixel Consulting Group Research, February 2015
International Airports 150 US Airports Are Called International 76 Have International Service International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 16 Source: Sixel Consulting Group Research, February 2015
International Airports 150 US Airports Are Called International 76 Have International Service 60 Have Service Outside US/Canada International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 17 Source: Sixel Consulting Group Research, February 2015
International Airports 150 US Airports Are Called International 76 Have International Service 60 Have Service Outside US/Canada Only 40% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 18 Source: Sixel Consulting Group Research, February 2015
International Airports 150 US Airports Are Called International 76 Have International Service 60 Have Service Outside US/Canada Only 40% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 19 Source: Sixel Consulting Group Research, February 2015
Florida International Airports International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 20 Source: Sixel Consulting Group Research, February 2015
Florida International Airports 16 Florida Airports Called International International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 21 Source: Sixel Consulting Group Research, February 2015
Florida International Airports 16 Florida Airports Called International 11 Have International Service International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 22 Source: Sixel Consulting Group Research, February 2015
Florida International Airports 16 Florida Airports Called International 11 Have International Service Six Have Service Outside US/Canada International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 23 Source: Sixel Consulting Group Research, February 2015
Florida International Airports 16 Florida Airports Called International 11 Have International Service Six Have Service Outside US/Canada Only 38% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 24 Source: Sixel Consulting Group Research, February 2015
Florida International Airports 16 Florida Airports Called International 11 Have International Service Six Have Service Outside US/Canada Only 38% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only International with No International Service Page 25 Source: Sixel Consulting Group Research, February 2015
The VPS Passenger Market
The Crowded Market Four Airports Fight Over 16.8 Million Visitors/Year The Largest Proportion 34% Travel to Destin/Ft. Walton Beach No Airport Officially Associates its Name to Those Cities Page 27 Source: Sixel Consulting Group Research, State of Florida, January 2015
The Confusing Market Northwest Florida Regional Airport Northwest Florida Beaches Airport Page 28 Source: Sixel Consulting Group Research, State of Florida, January 2015
Most Travel to/from Beaches 34% of Passengers Travel To and From Destin 21% Travel To and From Ft. Walton Beach Combined 55% of All Passengers Page 29 Source: Sixel Consulting Group VPS True Market Study
Most Travel to/from Beaches 51% Travel To and From Beach-Adjacent Zip Codes 32% Travel To and From Destin s Main Zip Code Page 30 Source: Sixel Consulting Group VPS True Market Study
VPS Retention ATL: 8.6% PNS: 23.7% VPS: 59.3% ECP: 7.4% TLH: 0.5% VPS Retains Just 59% of Passengers 24% of Passengers Use Pensacola 9% of Passengers Use Atlanta 7% of Passengers Use Panama City Page 31 Source: Sixel Consulting Group VPS True Market Study
Improved Retention Has Value Direct Economic Impact Grows as Passengers Grow 2,224 Direct Employees $99.7 Million in Annual Payroll $44,800 Average Annual Salary Increased Visitor Spending Flows Through the Economy $192 Million Annual Airline Visitor Spending 81.7% of Spending in Destin and Ft. Walton Beach A Direct Brand Promise Should Grow Visitors Page 32 Source: Okaloosa County Airports System Economic Impact Study, University of West Florida
Other Examples
Rebranding to Wayfinders Page 34 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Bob Hope Airport Page 35 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Bob Hope Airport Burbank Page 36 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Bob Hope Airport Burbank Hollywood-Burbank Airport Page 37 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Page 38 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Willard Airport Page 39 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Willard Airport University of Illinois Airport Page 40 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Willard Airport University of Illinois Airport Champaign-Urbana Page 41 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Willard Airport University of Illinois Airport Champaign-Urbana Champaign-Urbana Airport Fly Champaign-Urbana Page 42 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Page 43 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Jack McNamara Field Page 44 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Jack McNamara Field Del Norte County Airport Page 45 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Jack McNamara Field Del Norte County Airport Border Coast Airport Page 46 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Jack McNamara Field Del Norte County Airport Border Coast Airport Crescent City Page 47 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Jack McNamara Field Del Norte County Airport Border Coast Airport Crescent City Fly Crescent City Page 48 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Page 49 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Pangborn Memorial Airport Page 50 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Pangborn Memorial Airport North Central Washington Airport Page 51 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Pangborn Memorial Airport North Central Washington Airport Wenatchee Page 52 Source: Sixel Consulting Group Research
Rebranding to Wayfinders Pangborn Memorial Airport North Central Washington Airport Wenatchee Fly Wenatchee Page 53 Source: Sixel Consulting Group Research
Recommended Future Brand
Positive Brand Attributes Easy, Simple, Quick Close to the Beach Easy Connections Close-In Parking Secure Parking Shorter Drive Time Quick /Easy Drive Small Terminal Quick security/short lines Friendly staff Value of Time Attractive terminal facility Friendly process Quicker airport experience Less Hassle Less Stress Quicker Bag Claim Individual attention Page 55 Source: Sixel Consulting Group Research
Brand Challenges Limited Service Limited Schedule Limited Options in Terminal Connection Required Sometimes Unreliable Perception vs. reality Non-Competitive Fares Limited Carriers Ground transportation High taxi rates Cab reliability Cab quality Cabs only cash Page 56 Source: Sixel Consulting Group Research
Brand Promise Closest to the Reason You Travel Easiest, Quickest Way to the Region s Top Destinations Worldwide Access Page 57 Source: Sixel Consulting Group
Brand Promise Closest to the Reason You Travel Easiest, Quickest Way to the Region s Top Destinations Worldwide Access Destin-Ft. Walton Beach International Airport Page 58 Source: Sixel Consulting Group
The Value of an Airport s Brand Prepared by Sixel Consulting Group, Inc. Jack Penning Executive Director, Strategy and Development jack@sixelconsulting.com sixelconsulting.com