40 Questions
What are the three types of stakeholders that are often beyond the airport executive's control?
The public, the press and the politicians
Who are responsible for the strategic vision of the airport?
Elected officials
In what structure does an airport executive report to a city or county manager, who reports to the elected officials?
Municipal structure
Whose charge is primarily to advise and make recommendations to the airport administrator, municipal chief executive and governing board?
Advisory boards
What agendas are a bundle of items voted on, typically without discussion, as a package?
Consent agendas
What type of agenda allows topics to be discussed in a public forum before the governing body votes on it?
Regular agenda
When are issues such as litigation, the discussion of employment contracts, or other personnel issues often handled?
Executive session
Who are the individuals and groups with an interest in the operation of the airport?
Stakeholders
What type of communication builds more trust and provides a higher sense of connection and camaraderie?
In-person
Who are individuals or corporations that may contribute significant revenue to the airport due to the nature of their operations?
Significant influencers
Who helps to represent their membership in a variety of ways, including lobbying Congress; working with regulatory agencies; providing training, seminars and trade shows; and accreditation and supporting information?
Trade Associations
What was created by airport operators around the world to represent common interests and to promote cooperation with associates in the air transport industry?
Airports Council International
What promotes safe, reliable, secure and economical air services for the benefit of the world's consumers?
International Air Transport Association (IATA)
What is the not-for-profit organization dedicated to general aviation?
Aircraft Owners and Pilots Association
What is the global trade association representing private businesses involved in the development and operations of airports and related facilities?
Airport Consultants Council
What includes media relations, community relations, government relations, economic impact studies, public information and publicity campaigns?
Public relations
What are the two primary needs for the media at an airport?
Publicity and public information
Daily newspapers generally have what deadline?
One deadline per day
Internet-based news outlets typically have what kind of deadlines?
Short deadlines or none at all
What are the services that a community hopes to obtain by developing and maintaining an airport?
Transportation Benefits
What is the term for the airport-related dollars generated directly as a result of airport employment and the operation of airport businesses?
Direct impact
What measures the economic activity associated with the dollars spent in the community by airport patrons?
Indirect impact
What is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large?
Marketing
What type of marketing budget sets the budget according to what management thinks the sponsor can afford?
Affordable method
What marketing budget method sets the budget according to specific marketing objectives and their desired outcomes?
Objective-and-task
What kind of marketing approach includes digital technologies such as social media?
Digital marketing
What kind of marketing strategy focuses on exactly what the airport is attempting to communicate or market, and how it intends to connect and maintain connections with the target audience?
Content Marketing Strategy
The Advertising Research Foundation determined that using five media platforms is how much more effective than a single platform?
35 percent
What is a process of monitoring passenger issues and concerns in real-time, as they are waiting in the airport, or if they've had a recent experience with the airport?
Airport Twittering
What helps promote the airport by sharing photos and videos curated to showcase positive customer experiences?
User-generated marketing
What consists of manufacturing, warehousing, office areas, and other non-aviation businesses that have no connection to an airport or its airside facilities?
Industrial Parks
What is a master-planned industrial/community centered around an airport?
Aerotropolis
What focuses on the linkage between airport development and commercial activities such as unique cultural, tourist or industry clusters?
Regional development
What are the enclaves where goods can be imported and treated as if they had not entered the U.S., and where companies are allowed to bring foreign and domestic merchandise into the zones for various purposes?
Foreign-Trade Zones
What includes the attraction or expansion of new air service and the expansion or retention of existing air service, adding new nonstop destinations, lowering fares, improving service reliability, and upgrading aircraft?
Air service development
What is a measure of passengers gained at an airport who could have selected another airport for their travel plans?
Reverse leakage
What kind of passengers stay longer and spend more money at their destinations?
International passengers
What is the process of identifying and evaluating the feasibility of new routes for an airport by a given airline?
Route planning
What is a direct payment of airport revenue to a carrier, or any provider of goods and services to that carrier, in exchange for additional service by the carrier?
Subsidy
What is any fee reduction, fee waiver, or use of airport revenue for acceptable promotional costs where the purpose is to encourage an air carrier to increase service at the airport?
Incentive
Study Notes
Airport Stakeholders and Governance
- There are three types of stakeholders beyond the airport executive's control:
- Airport executives are responsible for the strategic vision of the airport.
- In a municipal structure, an airport executive reports to a city or county manager, who in turn reports to elected officials.
Airport Governance and Decision-Making
- A governing board, comprising elected officials, sets the overall direction and policy for the airport.
- Advisory committees, comprising stakeholders, provide recommendations to the airport administrator and governing board.
- Consent agendas are bundles of items voted on without discussion, as a package.
- Regular agendas allow for discussion of topics before the governing body votes.
Communication and Stakeholders
- Stakeholders include individuals and groups with an interest in the airport's operation.
- Face-to-face communication builds trust and connection.
- Key stakeholders include airlines, concessionaires, and other businesses that contribute significant revenue.
- Industry associations, such as ACI, represent airport operators and promote cooperation.
- The International Air Transport Association (IATA) promotes safe and efficient air services.
Airport Industry and Marketing
- The Airports Council International (ACI) is a global trade association representing airport operators.
- The National Business Aviation Association (NBAA) is dedicated to general aviation.
- The Airports Council International - North America (ACI-NA) represents private businesses involved in airport development and operations.
- Airport marketing includes media relations, community relations, government relations, and economic impact studies.
- The primary needs of the media at an airport are timely and accurate information.
- Daily newspapers have same-day deadlines, while internet-based news outlets have immediate or flexible deadlines.
Airport Economic Impact
- Airports generate economic benefits through direct and indirect employment, and airport businesses.
- The economic impact of an airport includes the direct and indirect benefits of airport activity.
- The "capture rate" measures the economic activity associated with airport patrons.
- Marketing is the process of creating, communicating, and delivering value to customers and stakeholders.
Marketing Budget and Strategy
- A "affordable method" marketing budget sets the budget according to what management can afford.
- An "objective method" marketing budget sets the budget according to specific marketing objectives.
- Digital marketing approaches include social media and other digital technologies.
- A targeted marketing strategy focuses on communicating to a specific audience.
Airport Customer Experience
- The Advertising Research Foundation found that using five media platforms is more effective than a single platform.
- Real-time passenger feedback and social media monitoring help improve the airport experience.
- Airport ambassadors promote the airport by sharing positive customer experiences.
- Airport cities and aerotropoles are master-planned industrial communities centered around an airport.
- Airport-based economic development focuses on linking airport development with commercial activities.
Airport Business and Air Service Development
- Off-airport businesses include manufacturing, warehousing, and office areas with no connection to the airport.
- Airport-based industries, such as free trade zones, offer unique economic benefits.
- Air service development includes attracting new air service, expanding existing service, and improving passenger experience.
- Passenger leakage refers to passengers gained at an airport who could have selected another airport.
- Long-haul passengers tend to stay longer and spend more money at their destinations.
- Route feasibility studies evaluate the viability of new routes for an airport.
- Incentives, such as revenue guarantees, can be offered to air carriers to increase service at the airport.
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