If an airport is to succeed in the purpose for which it was built, it must be constantly and consistently promoted. The promotion-of an airport in a community or in groups of communities is not just a one time thing. Airport promotion can never be truly successful in winning the hearts, minds, and support of the people and community leaders simply by putting on a pancake breakfast once a year. To be successful, the promotion of the airport must be ongoing and continuous.
The people and organizations that use an airport must be involved in the continuous and positive promotion of that airport. The management and caretakers of the airport as well as the city leaders must also have a part in the proper and ongoing promotion of activities. In other words, the responsibility does not fall solely on the shoulders of the airport manager or owner, but also falls on the shoulders of the users as well, whether direct or indirect users.
To be the best it can be, the airport requires the active support and efforts of the people who want it to succeed and grow. It must also be used for the purpose for which it was designed and built. It must be cared for as if we each own a piece of it, because in fact, if it is a publicly-owned airport, we do!
The specific requirements for promoting an airport will vary somewhat from airfield to airfield. The efforts and needs of promoting a small rural airport will certainly be different than those of promoting a large urban facility. However, some very basic things are common to every promotional effort. First of all, it must be a TEAM effort. It is easier for many good minds to find creative and imaginative solutions to problems and ways to overcome obstacles, than just one good mind. Writer Napoleon Hill said, “first comes thought, then organization of that thought into ideas and plans; then transformation of those plans into reality. The beginning, as you will observe, is in your imagination!”
The team can benefit from a membership made up of people from a cross-section of the aviation community including non-flyers as well. Make sure to have a representative from airport (on field) businesses. Involve a member of your local Civil Air Patrol Squadron. Call on a member of a flying club, or a sky diving club. Be aware of the many different points of view and talents they can bring to the team.
In promoting the airport, it is equally important to keep in mind the audience to which you will aim your promotional efforts. In other words, be aware of the current attitude and opinion of the public about the airport. Remember that public opinion anywhere is a powerful force that can change the direction of major highways, or elect presidents, or restrict and possibly close an airport.
If an airport is to succeed in the purpose for which it was built, it must be constantly and consistently promoted. It must be promoted to the direct users as well as the indirect users. When the community is educated about the benefits the airport brings to them and how the airport can be used, they will help to support it and its growth in a manner that solidifies its future.
Promoting an airport is not a one time thing. In fact, it is an ongoing thing throughout your community and surrounding areas. Promoting an airport takes the efforts of more than just one person, but the results of a successful promotion will benefit many. An anonymous writer once said, “There are no limits to ·our opportunities. Most of us see only a small portion of what is possible. We create opportunities by seeing the possibilities, and having the persistence to act on them.”
Minnesota Flyer Magazine, September 1996