From Airport Marketing To Community Ownership

ImpactAir: The Aviation Advantage for Communities gives economic developers, airport executives/managers, elected officials, and industry stakeholders a resource to explore. 

Place marketing researchers Braun, Kavaratzis, and Zenker argue for shifting from communication-dominant branding toward participation-dominant branding. In practical terms, that means moving beyond simply telling residents what the community's brand should be and involving them in defining its meaning.

The researchers suggest approaches such as surveys, structured participation, stakeholder dialogue, and analysis of online community discussions. They also acknowledge that participation is difficult because residents have different interests, experiences, and priorities.

Airport revitalization campaigns should adopt that same discipline, and these five questions provide a good starting point for your next airport campaign. 

Question one: What does the airport mean to residents today?

Establish a baseline of awareness, perceptions, concerns, and direct experience with the airport.

Question two: Which airport benefits do residents understand, and which are invisible?

Explore business access, jobs, workforce opportunities, emergency services, transportation, and local economic connections without assuming residents already recognize them.

Question three: What concerns could undermine community confidence?

Identify noise, land-use compatibility, safety, environmental, fiscal, and governance concerns early enough to address them meaningfully. Additionally, look for negative perceptions from elected officials. 

Question four: What economic role does the community want the airport to play?

Compare the community's aspirations with the airport's actual capabilities, market demand, infrastructure readiness, and financial constraints.

Question five: How will residents participate as the strategy moves forward?

Establish continuing opportunities for feedback, public reporting, education, and involvement rather than limiting participation to a single survey or hearing.

Ask these questions before committing resources, giving residents an opportunity to define future success. Then, after building community confidence, airport leaders should assess readiness for a revitalization strategy. But don’t just look at physical readiness. Questions about whether the runway can accommodate the intended aircraft, whether land is available, whether utilities are sufficient or whether hangars can be constructed are essential, but airport revitalization also requires community readiness.

Do residents understand the airport's economic role? Are elected leaders aligned around realistic priorities? Have legitimate concerns been addressed? Do airport managers and economic developers communicate a consistent message? Is there a credible public explanation for proposed investments?

Neither form of readiness can replace the other. Successful revitalization requires both, because an airport with strong public support but inadequate facilities may not be able to accommodate the businesses it hopes to attract, while an airport with excellent infrastructure but persistent community opposition may face serious obstacles to expansion and investment.

Find out whether your airport is ready for its next economic opportunity

Golden Shovel Agency has published research to help you build the case for your airport.  Now we are releasing the impactAIR Airport Opportunity Scorecard. This diagnostic tool provides a baseline report on your airport's economic readiness and highlights areas for improvement. 

Just complete the 15-question survey, and impactAIR will send you an Opportunity Scorecard report detailing your airport's readiness for economic promotion.  

We believe in the power of airports and want you to have the best information available. If you’re ready to capitalize on your airport’s value, we invite you to complete the Aviation Opportunity Scorecard and start making that value visible to you and your community. 

Ron Kresha is a founding member of Golden Shovel Agency, an avid pilot and an aviation strategist. He is a leading voice for airport strategy development and economic development. He frequently presents his research at aviation and economic development conferences.