Using Community Involvement to Grow Air Service

It's a rare airport these days that hasn't been hit with capacity cuts from the airlines. At Tucson International Airport (TUS), our seat capacity was down 12.9% at the end of 2013 from its peak in 2008 - slightly better than the average for medium- and small-sized airports in the United States.

It's also no secret that medium- and small-sized hubs have taken a disproportionately large share of overall capacity cuts. In real numbers, more than 62% of seat capacity cuts were at our sized airports, according to a Government Accountability Office report presented to the Aviation House Subcommittee in April.  

How do we explain this to our business leaders and communities? As airport operators, we understand that airlines adjust capacity to achieve their financial goals. We're also, however, challenged locally to improve air service in our markets.

Bonnie Allin Bonnie Allin, AAE, has been president and chief executive officer of the Tucson Airport Authority since 2002. Allin began her aviation career with the Tucson Authority in 1976, then worked for Corpus Christi International Airport, where she ended her tenure as director of aviation before returning to Tucson.

In an effort to achieve both goals, Tucson Airport Authority has launched focused initiatives to involve our community in efforts to improve air service.

One issue is that TUS is in the shadow of a larger airport. It's 120 miles away; but in the Western United States, that's close enough to syphon off nearly 30% of passengers coming from, or destined for, the Tucson marketing area.

Our research has found varying reasons for this. Some passengers are looking for less expensive flights, although the added time and expense of commuting usually negates the cost-savings on airfares. Others go elsewhere for nonstop flights, though again, the time spent on our interstates can "zero out" the airline connection. We're also learning that business travelers who purchase short-lead tickets are finding it difficult to find a seat from TUS.

Whatever the reason, it hurts us - as an airport and community - when passengers don't choose TUS. It's especially difficult for our tourism industry and Visit Tucson, our convention and visitors bureau. What makes it worse is that airlines get the passengers, regardless of which airport they use.

TUS is consequently working with our economic development organization, Tucson Regional Economic Opportunities, to collect travel data from local businesses. This information will not only help us develop our story, but also help the companies better use their travel dollars to support their airport and community.

We don't know yet where this will lead, but we see more collaboration with our business and community leaders. It could take the form of a local airport support group. Another possibility is a pact among businesses to pre-purchase tickets on new airline flights. There might even be a revenue guarantee to help incentivize airlines to establish new service. 

One encouraging sign is that Tucson businesses are setting policies that require employees to use TUS to be eligible for business expense reimbursement, except in extraordinary circumstances.

The Tucson region has a positive story to tell and a history of growth. We draw tourists to unique scenery and renowned resorts and spas. The thriving University of Arizona has more than 40,000 students and is among the National Science Foundation's top 20 U.S. public research universities for spawning successful bioscience and technology startups. Our region has growing industries with key businesses such as Roche Group, Sanofi, Raytheon and IBM. And Tucson stores are setting sales records for top retailers including Best Buy, Costco Wholesale, Tiffany, Williams-Sonoma and In-N-Out Burger.

There are some who might suggest we're spinning our wheels trying to sell our case to the airlines for improved air service at TUS. "You should be happy with the air service you've got," they say.

We think we can do better. Our challenge is to unite the community and region to work together toward goals that will benefit our airport, community and airlines.