"Williams Gateway Airport marketing on hold; Officials optimistic amid airline pull-outs"

Tuesday, May 15, 2007

Airport marketing on hold; Officials optimistic amid airline pull-outs
By Vanessa White
Independent Newspapers

 
After an optimistic year of Williams Gateway Airport officials boasting
about the airport's increasing passenger service, two of the three airlines
have canceled flights this year for financial reasons.

Western, which began flights to Bellingham, Wash., in January, pulled the
flights a month later citing financial problems.

Then, on May 4, SkyValue hosted its last flight out of Williams Gateway
Airport, 5835 S. Sossaman Road, to the Gary Chicago International Airport in
Indiana.

According to SkyValue spokeswoman Gabrielle Griswold, insufficient demand
over the summer season is to blame for the cancellation. The airline's
reservation sales dropped 40 percent overall for the summer months, she
said.

Now, only one airline remains flying passengers to and from Las Vegas but
some East Mesa leaders see a silver lining for the airport. 

District 5 Councilman Rex Griswold hopes to resume flights between Gary
Chicago International Airport and WGA in December. WGA spokesman Brian
Sexton is optimistic about the airlines' success in selling tickets out of
the airport.

"Mesa was the most popular route. SkyValue flights were 70-80 percent full
and several sold out with spring training," Mr. Sexton said. "Western is a
very similar story. They said WGA was their preferred destination. Their
routes out of Gateway were high with 80-90 percent load factors."

According to Mr. Sexton, Western's southern California routes were
struggling and the airline was already in financial trouble before they
started with WGA. Western's Web site states the airline hopes to resolve the
issue soon.

Mesa Chamber of Commerce President Charlie Deaton said the loss was
saddening, but he too is optimistic.

"How disappointed can you be? It was the first step to begin to get
passenger service out there. It is a little discouraging, but after talking
to the people out at Williams Gateway, they are not going to let it slow
them down," Mr. Deaton said.

The Williams Gateway Airport Authority approved April 23 the airport's
2007-08 operating budget, which included more than $300,000 for the
airport's new "Just Plane Easy" advertising campaign.

"We put the campaign on hold in terms of purchasing ads until there are more
airlines," Mr. Sexton said. "But there is a need to promote passenger
service out here and the convenience factor."

Mr. Sexton is amazed at the success SkyValue had in selling tickets. He said
all of the airline's promotion was done through word of mouth and grassroots
marketing.

"It demonstrates there is a demand for passenger service in the East
Valley," Mr. Sexton said. "One million people live within a 30-minute drive
of the airport and the airlines have proven that people are willing to come
out to WGA."

Mr. Sexton understands that some people might be skeptical about the
airport's passenger service after two charter airlines have joined and then
pulled out, but he said it is not something the airport can predict.

"The industry as a whole is competitive and challenging. Many things are
beyond the control of the airport authority. Larger airlines make it harder
to turn a profit and it's difficult if not impossible to ensure the success
of an airline," Mr. Sexton said. "We hope consumer confidence stays high."

Mr. Sexton said Vision Airlines will continue offering two flights a week to
Las Vegas and said the airline is considering expanding, but does not have
any definite plans. He also said airline incentives are another
consideration.

"Airlines typically look for incentive to ensure their success - anything to
reduce their operating cost," Mr. Sexton said. "Those options are on the
table in ways to entire airlines and keep them financially stable."

Despite the loss of service, Mr. Sexton said WGAA remains positive.

"We have had more customers in January to March of this year than all of
last year with very little marketing," Mr. Sexton said. "That shows you that
the demand is definitely there."
 
Mr. Deaton said the former airlines' success is also a good marketing tool
for the airport.

"(The loss of the passenger service) hurts us for now but it's not a major
loss. With new carriers, there is always a risk," Mr. Deaton said. "It takes
a long time to grow an airport. While it's disappointing, expect it to
happen maybe more than once."

Visit www.flywga.org, www.flyskyvalue.com or www.iflywestern.com

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