Item E1
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: FEBRUARY 22, 2001
Division: TDC
Bulk Item: Yes XXX No
Department:
N/A
AGENDA ITEM WORDING:
Presentation of a Air Service Development Plan - Marathon.
ITEM BACKGROUND:
TDC approved same at their meeting of February 14, 2001
PREVIOUS RELEVANT BOCC ACTION:
BOCC approved FY 2001 budget at their meeting of September 21,2000.
STAFF RECOMMENDATION:
TOTAL COST:
BUDGETED:
COST TO COUNTY: $
/TOURIST PAY
APPROVED BY: County Attorney _ OMB/Purchasing_ Risk Managemen!_
../1_ -. .....--,- A
DIVISION APPROVAL: --?' / /,?~
Lynda M. Stuart
(Type/print name)
DOCUMENTATION: Included: X To Follow:_Not Required_
Agenda Item # W
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
MEMORADUM
DATE:
February 7, 2001
TO:
Monroe County Board of County Commissioners
FROM:
Harold Wheeler, TDC Marketing Director
RE: FLORIDA KEYS MARATHON AIRPROT AIR SERVICE PLAN
The Monroe County Tourist Development Council (TDC) is establishing an Air Service
Development Plan for the Florida Keys Marathon Airport. We would like to present the Plan to
the Monroe County Board of County Commissioners (BOCC) at your February meeting.
The TDC believes there needs to be a written strategic plan to develop air service into the
airport and would like to offer a plan that could be used as direction for the county to provide a
method to accomplish this goal. The county could add or delete any information to the plan as
it sees fit to help accomplish the goal we all wish to obtain - more air service into the Florida
Keys Marathon Airport.
The TDC has stated before to the BOCC, that there needs to be someone at County level who
is responsible to implement the plan for air service development. The TDC will assist in the
process with marketing funds and staffing to aid the actions, such as establishing this plan and
helping achieve the objective.
Thank you.
P.O. Box 866, Key West, Florida 33041 U.S.A. (305) 296-1552 Fax: (305) 296-0788
http://www.fla-keys.comKeysSales@aol.com
Florida Keys Marathon Airport
Air Service Development Plan
I. Purpose to establish a strategic plan to develop airline service into the Florida Keys
Marathon Airport
II. Program Development
A. Prospect Analysis to identify the target airline service and needs of the Florida
Keys Marathon Airport
. The airport needs airlines that connect with major carriers
. The airport needs airlines with routing through or from areas within Florida
outside of south Florida or the normal drive markets
. The airport needs chartered service
. The airport needs general aviation
. The County needs to establish an incentive program for possible airlines
Florida's airports that are ideal for airline routing purposes:
. Sarasota Bradenton International Airport
served by six major air carriers and three commuter airlines that provide scheduled
commercial service including American, Continental, Delta, Northwest, US Airways, Air
Sunshine and Canadian Airlines International. The major airlines provide non-stop and
direct service to many metropolitan areas to the north and mid-west, and connect to the
west and internationally. International charter carriers, such as Canada 3000 and Air
Transport provide non-stop charter service from Toronto. Also, domestic charter
service has been available from Detroit, Las Vegas, Minneapolis, Denver and Gulfport,
Mississippi.
. Tampa International Airport
served by Continental, American, US Airways, NorthWest, United, Delta and
TransWorld. A number of regional airlines and Air Canada, British Airways, KLM.
. Orlando International Airport
served by most every major airline
1
. Daytona Beach International
major carriers are Continental and Delta Airlines. Regional carrier Vintage, provides
scheduled and chartered service flights.
. Melbourne International
major carriers are Delta, Spirit, Atlantic Southeast, and Air Transat airlines. The airport
has chartered flights.
. Jacksonville International Airport
major carriers are Airtran, American, Continental, United, US Airways, Northwest,
Southwest airlines. Also regional airlines such as Comair, Metro Jet, Midway and
American Eagle.
. Tallahassee Regional Airport
Has six main carriers of Delta, Comair, Continental, Atlantic Southeast, US Airways and
Northwest Airlines.
. Southwest Florida International Airport
Airlines currently serving the airport are Air Canada, Air Trans Airways, Air Transat,
America West, American, Continental, Delta, Jet Blue Airways, MidWest Express,
NorthwestlKLM, Spirit, United, US Airways and international flights from Air Canada,
Condor, German Airlines, L TU International and Lynx Air International airlines.
. Orlando Sanford Airport
This airport serves mainly domestic and international chartered flights. The main
chartered airlines are Airtours International, Britannia, Casino Express, Lorair, Falcon
Air, Monarch, Nations Air, Ryan Air, Tradewinds, Spirit Airways and Sun Pacific.
B. Strategies and Implementation
1. Develop promotional and informational materials for availability to possible airline
service providers.
. TDC destination Web Site address Fla-Keys.com
. Marathon Airport Historic commercial passenger movements report
. Marathon Airport Air Service Market Study prepared by URS Greiner, June,
1998
. NOAA visitor study updated 1998
. TDC annual visitor profile survey results
. Key West Airport annual passenger movements report
. Airport power-point presentation
2. Written correspondence and e-mail to regional air carriers of major airlines.
3. Phone communications follow-up with regional air carriers.
2
4. Airport staff and county officials attending airline industry conferences and trade
shows. In April the National Air Service Conference in Wisconsin and the North
American Annual Airline Conference in Montreal, Quebec in September and the
Network 2001 Trade Show in Dallas, Texas should be included.
5. Invite airline executives to Marathon to view Florida Keys Marathon Airport and to
meet with County, City of Marathon, Florida Keys Chambers of Commerce and
Monroe County tourism community officials.
6. Establish a list of domestic and international tour operators who may be
contacted about developing chartered flights into the airport. List will include:
Domestic markets - New World Travel, FTI-North American, Mark Travel
Group, AmericaTours International (ATI), Magic Carpet Vacations, and
International markets - British Airways Holidays, Funway Holidays, TUI, Kuoni
Travel, Travel 4 and Virgin Holidays Limited.
7. Have airport manager as delegate in the booth of certain TDC travel trade shows
in which travel tour operators attend so that there will be awareness of the airport
and communication on possible agreements with operators.
8. Contact Orlando Sanford Airport directly to receive contacts on international tour
operations using their airport and having interests in extending tour packages to
the Florida Keys.
9. Market in general aviation magazines and Web Sites to promote flights into the
airport. Such media placement would include: Air Progress Magazine, Atlantic
Flyer, Aviation Monthly, Aeronews Online, Aviation Week Online, etc.,
10. County needs to advertise in airline publications such as Airline Business
Magazine, the leading international business magazine for senior airline
managers and Airways, an international monthly magazine devoted to airline
management.
The County needs to establish a position of presenting incentives to airlines that have shown
interest in developing flights into the Florida Keys. This program should include incentives to
those airlines who want to develop new or increase flights into Key West. The Airline Incentive
program should include:
. Reduce passenger landing fees
. Reduce fuel charges or allow airlines to use own fuel source
. Free counter space within airport facility
· Marketing incentives within the airline markets - TOC promoting travel in
targeted markets by advertising, sales missions and public relations
. Other supplements of airline operations requested by airline
3
C. Recommended Targeted Airlines
Gulfstream - connection to Continental and United Airlines
US Airways - good Florida connections; presents in Key West; and once had
service into Marathon
Comair - connection Delta Airlines and Delta Express; has presents in Key west
Pam Am Airlines
Metro Jet
Midway Airlines
4
REVISION
Florida Keys Marathon Airport
Air Service Development Plan
I. Purpose to establish a strategic plan to develop airline service into the Florida Keys
Marathon Airport
II. Proaram Development
A. Prospect Analvsis to identify the target airline service and needs of the Florida
Keys Marathon Airport
· The airport needs airlines that connect with major carriers
· The airport needs airlines with routing through or from areas within Florida
outside of south Florida or the normal drive markets
· The airport needs direct flights from major market cities outside of Florida
· The airport needs chartered service
· The airport needs general aviation
· The County needs to establish an incentive program for possible airlines
· The County needs to establish the airport as an International Port of Entry
Florida's airports that are ideal for airline routing purposes:
· Sarasota Bradenton International Airport
served by six major air carriers and three commuter airlines that provide scheduled
commercial service including American, Continental, Delta, Northwest, US Airways, Air
Sunshine and Canadian Airlines International. The major airlines provide non-stop and
direct service to many metropolitan areas to the north and mid-west, and connect to the
west and internationally. International charter carriers, such as Canada 3000 and Air
Transport provide non-stop charter service from Toronto. Also, domestic charter
service has been available from Detroit, Las Vegas, Minneapolis, Denver and Gulfport,
Mississippi.
2..EI
. Tampa International Airport
served by Continental, American, US Airways, NorthWest, United, Delta and
TransWorld. A number of regional airlines and Air Canada, British Airways, KLM.
. Orlando International Airport
served by most every major airline
. Daytona Beach International
major carriers are Continental and Delta Airlines. Regional carrier Vintage, provides
scheduled and chartered service flights.
. Melbourne International
major carriers are Delta, Spirit, Atlantic Southeast, and Air Transat airlines. The airport
has chartered flights.
. Jacksonville International Airport
major carriers are Airtran, American, Continental, United, US Airways, Northwest,
Southwest airlines. Also regional airlines such as Comair, Metro Jet, Midway and
American Eagle.
. Tallahassee Regional Airport
Has six main carriers of Delta, Comair, Continental, Atlantic Southeast, US Airways and
Northwest Airlines.
. Southwest Florida International Airport (Ft. Myers)
Airlines currently serving the airport are Air Canada, Air Trans Airways, Air Transat,
America West, American, Continental, Delta, Jet Blue Airways, MidWest Express,
Northwest/KLM, Spirit, United, US Airways and international flights from Air Canada,
Condor, German Airlines, L TU International and Lynx Air International airlines.
. Orlando Sanford Airport
This airport serves mainly domestic and international chartered flights. The main
chartered airlines are Airtours International, Britannia, Casino Express, Lorair, Falcon
Air, Monarch, Nations Air, Ryan Air, Tradewinds, Spirit Airways and Sun Pacific.
B. Strategies and Implementation
1 . Develop promotional and informational materials for availability to possible airline
service providers.
. TDC destination Web Site address Fla-Keys.com
. Marathon Airport Historic commercial passenger movements report
. Marathon Airport Air Service Market Study prepared by URS Greiner, June,
1998
. NOAA visitor study updated 1998
J~'~
2
. TDC annual visitor profile survey results
. Key West Airport annual passenger movements report
. Airport power-point presentation
2. Written correspondence and e-mail to regional air carriers of major airlines.
3. Phone communications follow-up with regional air carriers.
4. Airport staff and county officials attending airline industry conferences and trade
shows. In April the National Air Service Conference in Wisconsin and the North
American Annual Airline Conference in Montreal, Quebec in September and the
Network 2001 Trade Show in Dallas, Texas should be included.
5. Invite airline executives to Marathon to view Florida Keys Marathon Airport and to
meet with County, City of Marathon, Florida Keys Chambers of Commerce and
Monroe County tourism community officials.
6. Establish a list of domestic and international tour operators who may be
contacted about developing chartered flights into the airport. List will include:
Domestic markets - New World Travel, FTI-North American, Mark Travel
Group, AmericaTours International (ATI), Magic Carpet Vacations, and
International markets - British Airways Holidays, Funway Holidays, TUI, Kuoni
Travel, Travel 4 and Virgin Holidays Limited.
7. Have airport manager as delegate in the booth of certain TDC travel trade shows
in which travel tour operators attend so that there will be awareness of the airport
and communication on possible agreements with operators.
8. Contact Orlando Sanford Airport directly to receive contacts on international tour
operations using their airport and having interests in extending tour packages to
the Florida Keys.
9. Market in general aviation magazines and Web Sites to promote flights into the
airport. Such media placement would include: Air Progress Magazine, Atlantic
Flyer, Aviation Monthly, Aeronews Online, Aviation Week Online, etc.,
10. County needs to advertise in airline publications such as Airline Business
Magazine, the leading international business magazine for senior airline
managers and Airways, an international monthly magazine devoted to airline
management.
3
The County needs to establish a position of presenting incentives to airlines that have shown
interest in developing flights into the Florida Keys. This program should include incentives to
those airlines who want to develop new or increase flights into Key West. The Airline Incentive
program should include:
· Reduce passenger landing fees
· Reduce fuel charges or allow airlines to use own fuel source
· Free counter space within airport facility
· Marketing incentives within the airline markets - TDC promoting travel in
targeted markets by advertising, sales missions and public relations
· Other supplements of airline operations requested by airline
c. Recommended Targeted Airlines
Gulfstream - connection to Continental and United Airlines
US Airways - good Florida connections; presents in Key West; and once had
service into Marathon
Comair - connection Delta Airlines and Delta Express; has presents in Key west
Pan Am Airlines
Metro Jet
Midway Airlines
Air Wisconsin
4