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Public Relations Tools 87 passenger subsidies. Many of these promotions require the participation of the airlines serving the airport, as well as substantial local participation. This Guidebook does not cover airport marketing directed at the air car- riers. Instead, that subject is covered in the broader discussion of air service development techniques contained in ACRP Report 18: Passenger Air Service Development Techniques. Sponsorships and volunteering are two very effective public relations tools that can generate a significant amount of good will in the community on behalf of the airport (see Exhibit 10.10). In the Section 10.4, we described finding corporate sponsors to help financially support airport events such as open houses and air shows. "Sponsorships" in this chapter refer to the opportunities where the airport is the sponsor for a worthy cause. Volunteering or putting in time in the community is another way to help. Finally, participating on various non-profit boards is also a way to build relationships in the community, possibly with key stakeholders. All of these efforts will be noticed and appreciated. 10.6 SPONSORSHIPS AND VOLUNTEERING Exhibit 10.10--Types of Airport Sponsorships and Volunteering. Sponsorships & Volunteering Sponsoring Supporting Non-Profit Interns & Students Community Events Board Volunteering in Participation the Community Source: KRAMER aerotek, inc. 10.6.1 SPONSORING INTERNS AND STUDENTS Effectiveness Cost Commercial Service General Aviation $$ Definition: Airports may hire student interns or sponsor aviation students at local schools. Small airports provide a great opportunity and training ground for students interested in aviation careers. Developing reciprocal relationships through student internships with high schools, community, and 4-year col- leges benefits the students, the schools, and the airport. It is a winning arrangement for the community and the airport, and one that airport managers should seriously consider when looking for resources to help with air- port marketing and public relations activities. An example of an airport sponsorship is provided by Centennial Airport, located in the south Denver metropolitan area. In addition to providing opportunities for interns and students seeking experience in aviation, the airport has

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88 Marketing Guidebook for Small Airports created a non-profit foundation, the Centennial Airport Foundation, which promotes aviation education and pro- vides scholarships for aviation students. Exhibit 10.11 is a press release excerpt that highlights this scholarship: Exhibit 10.11--Excerpt from Press Release Announcing Centennial Airport's 40th Birthday Celebration. "Over 450 people were in attendance to honor Centennial Airport's 40th Anniversary Celebration. The event held in Parker on May 28th, 2008, was hosted by Centennial Airport, The South Metro Denver Chamber of Commerce, and The Wildlife Experience. Distinguished guests included former and current airport commissioners, local and state government officials, founding airport supporters, aviation businesses, local aviation personalities, and aviation enthusiasts. Keynote speaker Barrington Irving, the youngest person ever and the first black round-the-world solo pilot gave a remarkable and fascinating account of his record setting experience. Aviation student, Skyler Shaw was also in attendance and recognized for receiving the Centennial Airport Scholarship to Metropolitan State College of Denver. The Captain Elrey Jeppesen Award was presented by Jim Jeppesen, son of the late great aviation pioneer Elrey Jeppesen, to Larry Ulrich, founder and president of the Denver jetCenter, for his record of unique and meritorious work in and outside aviation. Silent auctions were held for the commemorative and signed limited edition lithographs and taxiway desk light centerpieces, imbedded with special 40th Anniversary Centennial Airport challenge coins. Over $57,000 was raised in support of the Centennial Airport Foundation which promotes aviation education. An exquisite slide show played in the background during the luncheon which profiled Centennial Airport from its humble beginnings as an idea to support George Wallace's struggling Denver Technological Center (DTC), to its essential key role as an economic supporter in the surrounding communities and its rise to the 3rd busiest general aviation airport in the country. The event was a tremendous success which celebrated the many amazing stories, businesses, events, and people who have uniquely shaped Centennial to become the exceptional airport it is today." Source: Centennial Airport via http://www.centennialairport.com/article-1213820548, 2008 10.6.2 SPONSORING NON-PROFIT COMMUNITY EVENTS Effectiveness Cost Commercial Service General Aviation $-$$$ Definition: Airports can make small cash contributions or help host charitable events, by offering the use of empty hangar space that can be turned into the venue for such events. There are many good causes to support--education, health care, housing, the environment, and others--that, with the proper attention, build strong communities. Non-profit organizations that spearhead many of these