City looks to land major airlines

Web posted June 9, 2000

 Have a thought? Go to the @ugusta Forums.

By Justin Martin
Staff Writer

The community of Amarillo, Texas, thought airline service so important that its residents approved a special tax to subsidize American Airlines operating expenses at the Amarillo airport.

While it's unlikely Augusta would adopt such a levy, it appears that some form of compensation might be needed to bring more jets to Augusta Regional Airport at Bush Field.

OTHER STORIES: • Aviation groups come to airport's aid • Aviation commission looks to GAIN • New airport promotions prepare for takeoff • Airport hopes to see funds • Experts push master plan for airport • Airport ignores funding • Board moves to study expansion • Inspectors: Airport outdated • Commission rethinks airport plan • Commission OKs design of new terminal • Airport gets fund priority • City sets sights on airport facilities • City looks to land major airlines • Local leaders discuss airline service goals • Delta jets to depart from area • Airport panel OKs new terminal plan • Growth alarms officials • Augusta's size hurts airport expansion plan • Firms vie for airport plan • More airlines doubtful • Problems hurt Bush Field • Airport business picks up • Augusta airport plans disappointed by Delta

``Our customer base is not large enough to support another major airline at this particular time,'' airport marketing director David Dorminey told the Augusta Aviation Commission on Thursday. ``I know the airlines are going to be looking to be compensated up to and including 100 percent guarantee on all seats when they leave here and no costs: no landing fees, no leasing fees for counter space .ƒ.ƒ. we pay for all their advertising. Whether or nor that's feasible, I don't know.''

During the next few weeks, the aviation commission, the Augusta Commission, the Air Service Task Force and the Augusta Metro Chamber of Commerce will attempt to answer the question: What is a feasible lure to bring airline service to Augusta?

For Amarillo, the answer was $1.5 million a year to American Airlines.

On Monday, Augusta Mayor Bob Young, Chamber Of Commerce President Jim West, Airport Director Tim Weegar and a handful of aviation commission members will travel to Savannah to meet with that city's airport executives.

During the past decade, Savannah has witnessed enormous growth at its airport and now Augusta wants the secret recipe.

One of those traveling to Savannah, aviation commission member Marcie Wilhelmi, already has a list of questions she hopes to get answers to.

``What are you doing right that we aren't?'' is a question Ms. Wilhelmi said she wants Savannah officials to answer. ``How did you approach your community? Did you subsidize airlines? What kind of a business plan did you have? What would you change if you had the chance to do it again? These are questions we need to ask.''

Meanwhile, the Air Service Task Force is beginning to put together a short list of possible compensation packages for airlines.

One idea is called the 40-30-30 package. A number of local media organizations tentatively have agreed to chop 40 percent off of their advertising rates charged to airlines provided the aviation commission pays 30 percent of the advertising costs. Thus, airlines would pay just 30 cents on the dollar for advertising on television, the radio or in newspapers.

Mr. Dorminey said airlines already have said it will take more than discounted advertising for their jets to fly to the Garden City.

``If we're going to subsidize an airline, we have to have a plan to get out so we're not doing that forever and ever and ever,'' aviation commission Chairman Ed Skinner said.

Mr. Skinner said Augusta must be careful not to fall into the same legal trap Amarillo did: Both Atlantic Southeast Airlines and Southwest Airlines sued the city, arguing that they, too, deserved subsidies.

All of this comes in the wake of Delta Air Lines' recent announcement that after Dec. 1, the company no longer will provide jet service to Augusta. Instead, Atlantic Southeast Airlines, a Delta subsidiary, will operate regional jets and turbo prop planes from Augusta to Atlanta.

Besides the challenge of bringing new air service to Augusta, the aviation commission is trying to move forward with its terminal expansion project and a new airport master plan.

Agreements with ASA, US Airways Express and Comair for continued service have yet to be finalized.

The commission has selected Black and Veatch Corp. of Concord, Calif., to develop the master plan. But the terminal expansion project, expected to cost $22 million, has stalled.

Reach Justin Martin at (706) 823-3552.