Leaders hope Columbia's loss is Augusta's gain

Augusta aviation leaders are hoping Columbia Metropolitan Airport's loss of Independence Air will be the Garden City's gain.

Now that the low-cost carrier is out of the regional market, many Augustans might stop flying out of the South Carolina capital and return to Augusta Regional, said Diane Johnston, the airport's marketing director.

She told Aviation Commission members Thursday about plans to "ramp up" the airport's advertising campaign to remind regional travelers that Augusta is a suitable travel option.

Independence went belly up earlier this month, leaving Columbia with US Airways, United Airlines, Northwest Airlines, Delta Airlines and Continental Express.

Ms. Johnston said without Independence, these remaining airlines will have less pressure to keep fares low, which should work in Augusta's favor.

"We have an opportunity to focus our ads to remind people that we're here," she said. "The prices never change overnight, but we will start to see prices from these carriers increasing."

Augusta's new marketing strategy for 2006, which was officially approved at Thursday's meeting, focuses on improving existing service at Augusta Regional and on stopping Augustans from driving to other cities for air service - a phenomenon referred to in the industry as leakage. Past studies have indicated that as many as half of Augusta's flying public chooses competing airports, mainly in Atlanta and Columbia.

Atlanta remains a major obstacle, Airport Director Buster Boshears said. Hartsfield-Jackson Atlanta International Airport offers more than a dozen airlines, including low-cost carrier AirTran Airways.

Mr. Boshears challenged commissioners Thursday to spread the word that leakage not only harms the airport, it also harms Augusta.

"We lose federal funding, passenger facility charges, and when you have deteriorating air service if affects your community development," he said. "This is a community issue, and it will take the community to solve this."

Augusta has two airlines - Delta subsidiary Atlantic Southeast Airlines and US Airways Express.

The long-sought goal of airport leaders has been to secure a low-cost carrier to increase passenger numbers.

Ms. Johnston said the airport recently met with two low-cost airlines about service in Augusta but they refused, saying they were focused on larger markets.

Reach Dena Levitz at (706) 823-3339 or dena.levitz@augustachronicle.com.