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28 Passenger Air Service Development Techniques
Airports and local market. They can organize efforts to gather, analyze, and present that information. They
can organize efforts to influence the local demand for travel. They can organize efforts to develop
communities can financial incentives to offer the carrier as a way to share the risk of starting new service. They can
influence carriers' develop and implement strategies for approaching airlines, including ensuring that high-quality
air service decisions information is provided to carriers. Airports and communities can also actively contribute to
incentive programs and provide marketing assistance to airlines.
by providing
The airport is the natural central stakeholder in any ASD effort. The airport is in the best posi-
information on tion to understand passenger traffic, service levels, air fares, and industry costs. Passenger and
the local market carrier activity directly affect airport revenues and provide the basis for its capital and operating
that they cannot budget. But beyond those immediate effects, it can be the role of the airport to educate other
community stakeholders on the benefits of the new services and to demonstrate that their com-
otherwise find. mitment is a sound investment. The airport manager or ASD
officer thus becomes crucial for organizing the local effort
and coordinating other stakeholders.
Explanatory discussion on involving
local stakeholders
Palm Springs International Airport (PSP) serves eight What other stakeholders
resort cities in the California desert--Cathedral City, can be involved?
Desert Hot Springs, Indian Wells, Indio, La Quinta, The airport should not be the lone entity in an ASD ini-
Palm Desert, Palm Springs, and Rancho Mirage. Air tiative. However, because the airport is a conduit for eco-
traffic at PSP is "unbalanced," in that approximately
nomic activity in the region, it is often best positioned to
70 percent of its passenger traffic is inbound tourism.
coordinate the community's efforts to retain existing and
Many local residents may be more likely to fly from
attract new air service.
Ontario International Airport, 75 miles to the west,
in part because of the large presence of LCCs there. In any community large enough to support commercial
air service, there will be a relatively short list of stakeholders
To promote additional inbound traffic, PSP coor-
with whom the airport should partner:
dinates with local tourism authorities and the
convention and visitors authority. The airport is · Major employers. Major employers are the principal driver
owned by the City of Palm Springs, so it naturally of air service demand in the area. Their travel demands
works with the local government's Bureau of need to be met by the carriers. They may have distinct
Tourism. The airport also works closely with the inbound and outbound needs.
Palm Springs Desert Resort Convention and Visitors · The local chamber of commerce/tourism board. The
Authority (CVA). The CVA's board of directors chamber of commerce represents all businesses in the area
includes representatives of all eight cities, Riverside and thus can help obtain information on travel demand
County, and the Hospitality Industry Business and marshal resources to help. The tourism board may be
Council (representing lodging, restaurants, and more concerned about inbound traffic. Local hotel asso-
attractions). These groups proactively engage air- ciations and resorts also can be important contributors to
lines in partnership with the airport and member an ASD strategy.
communities to promote air travel and tourism; · The local economic development agency and/or other
direct stakeholder investment has approached parts of the local municipal government. Local govern-
$450,000. Airport staff systematically supports ment has an obvious interest in assisting its business
sales teams at the large hotels and resorts with community to develop and prosper, as it forms the back-
information that those facilities use to help attract bone of the region's economy and tax base.
individuals and meetings/convention groups.
Each of these stakeholder groups can play critical roles in
Because of its high average temperatures, the sum- influencing airlines to operate in the community. They can be
mer months are the area's "low" season. The airport, sources of information that are otherwise unavailable to either
Bureau of Tourism, and CVA are working to attract
the airport or the airlines (e.g., business expansions, sales of
additional travel during the "shoulder seasons."
existing homes, planned local infrastructure improvements).
They can also be important sources of financial assistance.
