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22222288888
January 2014
Outagamie County
Name Change
Feasibility Report
Feb. 2013, The Outagamie County Board of Supervisors passed a resolution
creating an ad hoc committee to study the feasibly of an airport name
change. The committee is comprised of two Supervisors from the
Airport/Property Committee, two appointed by Board Chair and three citizens
appointed by the County Executive.
Although the name of the Airport has been questioned for several years, a
study to examine the value of the current name, name change benefits and
expense has not occurred. Therefore, the mission of this committee is to
answer those questions and if viable, present an alternative name for the
Outagamie County Regional Airport to the committee of jurisdiction and
County Board of Supervisors.
-
Committee Members
Outagamie County Outagamie County
Board Supervisors Executive Appointees
Carl Anthony Cheryl Zaug Casey
Jeff Nooyen Stephen Kohler
Tanya Rabec-Chair Lance Schmidt
Travis Thyssen
County Board Chair County Executive
Judy Schuette Thomas Nelson
Feb. 2013, The Outagamie County Board of Supervisor’s passed a resolution
creating an ad hoc committee to study the feasibly of an airport name
change. The committee is comprised of two Supervisors from the
Airport/Property Committee, two appointed by Board Chair and three citizens
appointed by the County Executive.
Although the name of the Airport has been questioned for several years, a
study to examine the value of the current name, name change benefits and
expense has not occurred in several years. Therefore, the mission of this
committee is to answer those questions and if viable, present an alternative
name for the Outagamie County Regional Airport to the committee of
jurisdiction and County Board of Supervisors.
-
Committee Members
Outagamie County Outagamie County
Board Supervisors Executive Appointees
Carl Anthony Cheryl Zaug Casey
Jeff Nooyan Stephan Kohler
Tanya Rabec-Chair Lance Schmidt
Travis Thyssen
County Board Chair County Executive
Judy Schuette Thomas Nelson
1920’s Airport built and operated on the Wittman Farm, Appleton Rd. HWY41.
The Airport changes names to the George A Whiting Airport, a Neenah paper industrialist, after
he gave $5,000 for a facility
1940’s Whiting Field closes and The Outagamie County Airport on Ballard Road opens
1955 The Airport is running out of space and Outagamie County suggests building a new site with
Winnebago County 5 miles west of Neenah. Politics ensued and Winnebago County refuses. They
build their own airport at Wittman Field in Oshkosh. Outagamie goes forward building their own
airport.
1965 The Outagamie County Airport is dedicated on August 22
Local investors start what is now known as Air Wisconsin operating out of the airport. Soon other
vendors operate out of the airport as well.
Today The name has been a topic of discussion and debate throughout the 80’s and 90’s and as recently
as 2011.
History of ATW
Industry Naming Trends
Past airport naming trends centered around local individuals, such as military heroes, or
town where the airport is located. Current naming trends utilize anchor locations to draw
passengers into their airport.
Past Name Changed to
Rockford Airport Chicago-Rockford Airport
Fresno Airport Fresno-Yosemite Airport
Fort Meyers Airport Southwest Florida Airport
Standiford Airport Louisville International Airport
Ryan Field Airport Baton Rouge Metro Airport
Gallatin Field Airport Bozeman Yellowstone Airport
Wold-Chamberlain Minneapolis-St. Paul International Airport
Per ATW Administration files
Airport name changes have not been linked directly to
an increase in passenger traffic as several factors
influence passenger traffic such as increase/decrease of
routes, destinations and pricing.
Our Customers
Airport Customers
General Aviation
Passenger Traffic
Cargo
Campus Tenants
`Airline Traffic 53%
General Aviation 36%
Cargo 2%
Campus Tenants 9% (Other)
Our customers keep our airport 100% off the tax levy!
Figures provided by ATW Administration
Commercial Traffic
Frequent Flyer/Business 80%
On the road/air 1-2 times/week
Most don’t book their own travel
Last minute, pay premium just need to get there
Leisure/Vacation Flyer 20%
Family vacation
Retired/Seasonal Travelers (snowbirds)
Often take time to research fare, will travel to outlying
airports
Most of us are leisure travelers
Most of the airport traffic is business travelers
Cargo
Destination dependent on market needs
Companies, location and demands
Campus Tenants
Non-Airline Tenant leases
Large employers
Car rentals
Restaurants
Carry over- use airlines, have hangars or private aircrafts, use FBO
services
General Aviation (Private Aviation)
Includes FBOs, T Hangar and GA based revenue
Create own flight plans to specific destinations
Airport preference determined by fuel cost and location
Refer to airport as “Appleton Tower”
Most GA do not have a preference or feel name should not change
Our Customers Cont.
Outagamie Airport- Regional Economic Driver
2008 At a Glance ATW is responsible for
$407.5 Million in
Economic output
Support 2,642 jobs
$119.9 million in additional
wage income to neighboring
communities
Employment
Jobs at ATW 1,417
Indirect (jobs supported) 242
Induced (Spinoff) 983
Total Local Employment
Impact- 2,642 Million
Local Payroll ATW Wages- $79.5 million
Wages from Visitor Spending- $5.1
Spinoff Spending Wages- $35.3
Total Local Payroll Impact-
$119.9 Million
Local Output/Sales
ATW-$293 Million
Direct Visitor Spending-$14.8
Indirect Visitor Spending- $99.7
Total Local Economic Output-
407.5 Million
Figures based off 2008 Economic Impact Report
Economic Impact
Flys into our airport
Stays in our hotels, eats in our restaurants, rents
our cars and use our (convenience) stores
Attends function that brought them here
Spending stays local, jobs generated further
spurring local economy
Local spending increases services needed,
increased tax collection
increased airport use
Appleton, Wisconsin
P
l
a
c
e
Economic Impact
Economic Impact
Airport Marketing
Outagamie County
Regional Airport ATW
Official Name
Easily identifies airport
to online customers
Easy to refer to
Establishes anchor
location
Challenges
External Challenges
Tight airspace/increased competition with area airports
Airlines determine new routes
Several factors go into ticket price which the airport
has little control over
Marketing Challenges
Name does not resonate with area
Difficult to say
“County” and “regional” imply low quality
Difficult to market “wordy”
Concerns regarding the current airport name
Difficult to spell/find on mapping systems
Name “county” and “regional” implies low quality airport
Disconnect with travelers from outside of area
Difficult to market (wordy)
Airport known to community, but not beyond
Possible customs in 12-18 months **
Many call it the Appleton Airport
Outagamie County Regional Airport
Committee Findings
Benefits by keeping the current airport name
No incurred financial impact
Community is used to the name
Airport name has community ownership
“.. I was in my car at the very south end of the airport and a man with a distinctly
Southern accent approached me and asked, ‘How do you get to the Appleton Airport?”
Gary M.
“..My customers are Fortune 100 of America. I think everyone understands local
companies like Kimberly Clark, Pierce, Plexus and Bemis bring a lot of business travelers
into Appleton. What you may not think about are companies like Deloitte, Ernst &
Young, Dupont, Dow Chemical, etc.” Continuing on regarding the name OCRA, “The
fact is, all three words of our airport name are negative (Outagamie can’t pronounce.
County, people don’t like to fly into and regional, like there is no city nearby). I urge
the committee to step outside of your comfort zone and consider Appleton Airport
from the CUSTOMERS viewpoint..” Patrick, Business Development, Radisson paper
Valley
“OC doesn’t provide any usable reference to someone not from the area” Vince P.
“OCRA is a little wordy and confusing to people flying into APPLETON. They do not
recognize our County, but they recognize the city” Kristi K, National Car Rental
“ATW is ok” Randy M. T hanger
“I think it would be too confusing for customers to. It should be changed to Appleton
Airport because that is what customers call it now. Some people call (us) and ask if
Outagamie Airport is Appleton Airport”- Paula K Airport Gift shop
Allegiant commercials are 15 seconds and cover all of Wisconsin and Western MI.
OCRA is so long cutting into their 15 seconds without providing a location where
people need to go; therefore they market us as Appleton Airport.
Community Comments
“It has to Make Sense”
The Committee determined the following should be taken
into consideration while contemplating a possible name
change
The Name of the Airport:
Based on the best interests of the airport
Should be driven by those using the airport
Recognized outside of the community
Easy to market
Name Change should not be placed on levy or be a financial
burden
Cost is just under $200,000
Actual cost closer to $140,000 as many signs only display
airport symbol; no change needed
Airport would absorb cost; no taxpayer money involved Based off of Highway/State signage estimates and ATW Admin estimates
Considerations
Non-location names were not considered due to the response from
the community. Therefore, the committee referred back to the trend
of considering names based on anchor location
Outagamie Airport
Lacks location identifier/Branding Effort
Hard to say/spell (Benefits don’t outweigh change)
Outagamie is not marketed or branded; therefore, the current airport
name represented missed marketing opportunities
Fox Cities, Fox Valley, Fox River Airport
1 Fox Cities
4 Fox Valleys
5 Communities called Fox River
13 Fox Rivers
Fox River (Valley, Cities)is not recognized as anchor location
outside of region; unable to locate “Fox XX” on map
Appleton Airport Recognized location
Blends into area’s regional branding
Easy to market
Allows for growth (International)
Current name of airport within traveling community
Data generated from World Atlas.com and
The committee recommends the Outagamie
County Board of Supervisors change the
name of the Outagamie County Regional
Airport to Appleton Airport
The committee also recommends the following method of
implementation
1. Signage change on highways and entrance
2. Marketing materials and letterhead phased out
3. Allow for extended timeframe for compliance from
tenants/customers
Committee Recommendations