Application Under the Small Community 

Air Service Development Program, 

Docket 

DOT-OST-2012-0069

Community Applying for Grant: Town of Mammoth Lakes, California 

Legal Sponsor: The Town of Mammoth Lakes, California 

DUNS number: 1446033390000 

Tax ID No. /EIN: 770043067

Congressional District Code: 25 

June 11, 2012 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page i 

Table of Contents 

Introduction and Statement of Need ............................................................................................1

Community’s Existing Air Service ...............................................................................................2

Community’s Historical Service ...................................................................................................3

Air Service Development Efforts over Past Five Years ...........................................................4

Marketing and Promotional Efforts to Support Air Service .....................................................4

Air Service Needs/Markets Not Adequately Served ...................................................................5

Fare Levels that Community Deems Relevant to Consideration of Grant ...............................6

Market Analyses .......................................................................................................................6

Strategic Plan for Meeting Needs Under the Small Community Program ..............................6

How Service Will Become Self-Sufficient ...............................................................................7

Public/Private Partnership ........................................................................................................8

Funding Necessary for Implementation of the Project .............................................................9

Cash Contributions from State and/or Local Government .......................................................9

Community Plans to Continue Project .....................................................................................9

Legal Sponsor Responsible for Administering the Program ....................................................9

How Community will ensure Funding Contribution is spent as Proposed / Critical 

Milestones/Reports ...................................................................................................................9

Closing /Summary ........................................................................................................................10

Exhibits .........................................................................................................................................11

Exhibit A: Market analyses/studies demonstrating understanding of local air service 

needs .......................................................................................................................................12
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 1 

Introduction and Statement of Need 

Mammoth Lakes, Calif., located in eastern California about 300 miles from Los Angeles, is 

home to the Mammoth Mountain Ski Area. Southern California's most popular mountain resort, 

MMSA ranks consistently among the top ski resorts in the country. In addition, the proximity of 

Mammoth Lakes to Yosemite National Park and the Eastern Sierra range offer unmatched worldclass outdoor recreation opportunities during the spring/summer/fall season. 

The Mammoth Lakes economy is 100-percent tourism-dependent, with seasonal ebb and flow of 

visitors creating extreme economic and employment fluctuations. The locale is remote – Los 

Angeles, the area’s largest visitor market, is a five- to six-hour drive. The ongoing challenge for 

Mammoth Lakes has been to stabilize visitor occupancy during the shoulder seasons. For the 

past several years, the community has focused major resources and investment, public and 

private, on providing year-round commercial air service, amenities and attractive meeting 

facilities. 

Grant Request: The Town of Mammoth Lakes is requesting a DOT subsidy of $600,000 to be 

provided over two years 2013-2014. The grant will be used to add a second daily Los Angeles 

flight for June, July, August and half of September and pay for the minimum revenue guarantee 

to Alaska Airlines. 

Furthermore, we are requesting $100,000 to be used for the summer 2012 marketing of a new 

frequent flyer offer, currently being called the “Super Flex Pass” which will be geared towards 

increasing frequency of flying for both our local and destination markets. 

The grant would be administered by Mammoth Lakes Tourism [MLT], the public/private 

Partnership behind this effort that was formed in 2010. DOT funding is requested to offset the 

additional subsidy required to add the second flight from LAX to MMH during the peak summer 

months of June-mid-September. The request is for $350,000 for 2013 and an estimated 

$250,000 for 2014, when funding needs for this second daily flight are expected to decrease. 

The Mammoth Lakes proposal achieves the 83.33-percent reimbursement rate and acknowledges 

the requirement. 

This grant would allow Mammoth Lakes to enhance service during its peak summer months 

when demand for service and flexibility is highest and this funding support during its critical 

startup phase is paramount for the success of the program. It would also help the public/private 

Partnership and community achieve their strategic plan of offering regular twice daily 

commercial air service during our peak season. 

With receipt of the $100,000 marketing grant for the “Super Flex Pass” the Mammoth Lakes 

Partnership would increase the reach of this new frequent flyer or bulk purchase program to 

increase load factors during the 2012 season. Once established this program should be self 

sufficient but this grant is key towards achieving that self sufficiency as soon as possible. 

In only its second summer, the air program has already shown encouraging results with just one 

flight daily. Alaska Air load factors into MMH were 41 percent in 2010 spring/summer/fall 

season and achieved 52 percent load ( paid passengers) – based on the final summer 2011 

results. This was a 26.8 percent increase in load factor year over year. Of these passengers, 30 

percent said their only reason for visiting Mammoth Lakes was direct, reliable flight service.
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 2 

With a concentrated marketing push that focuses on spring/summer/fall air, the Partnership is 

confident they can give a critical “kick start” to passenger awareness of the second daily flight 

option. 

Even before the Great Recession, Mammoth businesses have been hard-pressed to keep their 

doors open after ski season, to keep good employees, or to invest in facilities or housing. The 

community goals to be realized from a DOT grant will be sustainable employment, full-time 

economic opportunities, and an improved tax base from second-homeowners. 

The DOT grant is critical to sustain the additional spring/summer/fall air service into Mammoth 

Lakes until the second-daily; peak summer flight can become self-sustaining – projected for 

summer 2015. Once this occurs, the Partnership anticipates Mammoth Lakes can offer the 

second daily LAX flight with no subsidy required 

Proposal Request 

The following proposal by the Town of Mammoth Lakes, [TML], a public entity, responds to the 

items outlined in the DOT Order Soliciting Small Grant Proposals. 

Community’s Existing Air Service 

After decades with no commercial air service, the Mammoth Mountain Ski Resort [MMSA] in 

2008 negotiated a Minimum Revenue Guarantee with Horizon Airlines (now Alaska Airlines) to 

fly a 76-seat turboprop daily between MMH and Los Angeles International Airport (LAX) 

during the December 2008 – April 2009 ski season. This winter service has grown to include up 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 3 

to seven daily flights, two from Los Angeles (LAX), two from San Francisco as well as air 

service from San Jose, Orange County and San Diego, California. In spring/summer/fall, there is 

currently one flight a day from Los Angeles (2012 is the third summer for this operation). 

Traffic Levels 

During the 2011 spring/summer/fall season, Alaska Air reported 9,246 actual enplanements. The 

service achieved a 52-percent load factor – far less than is required for break-even, but up from 

41% in 2010 and considered by the community as indication of future growth. Onboard revenue 

was also up 62 percent, driven by a 17 percent improvement in yield and 56 percent 

improvement in RASM. Overall contribution improved 32 percent, or 44 margin points. 

However, Alaska Air’s operating costs out of LAX year over year have increased dramatically 

with the high price of fuel and cost of operations out of the LAX hub. While load factors have 

risen, the actual amount of the subsidy to Alaska Air has actually increased quit substantially. 

Fare Levels 

One-way fares for service into Mammoth have ranged from $79 to $164. It is important to note 

that fare levels are not considered a factor in passenger use of the flights – convenience and 

reliability are cited by passengers as more important. 

In 2011, even with passenger loads ahead of 2010, the summer air program was a heavy financial 

burden on the funding partners. With the severely depressed economic conditions and 

government cutbacks that have impacted California, it has become increasingly hard to go to 

public entities for support. However, year-round air is still considered so essential to the local 

economy the Partnership has continued to subsidize the service. The addition of a second 

summer flight during peak times is expected to raise load factors for both flights by adding more 

flexibility for passengers both local and destination passengers. 

Community’s Historical Service 

Long before the start of Alaska Airlines’ flights in 2008, year-round air was named by the 

Mammoth Lakes community as the single most important aspect to the area’s economic survival, 

as shown with excerpts from the General Plan for Mammoth Lakes of 2007:

Community Vision 

• Being a premier, year-round resort community based on diverse outdoor recreation, 

multiday events and an ambiance that attracts visitors. 

Economy 

• Be a premier destination community in order to build a sustainable year-round economy. 

• Achieve a more diversified economy and employment base consistent with community 

character. 

Air Service 

• Establish and maintain air service connecting the Mammoth Lakes area with destination 

visitor markets around the world. 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 4 

Air Service Development Efforts over Past Five Years 

In 2009 the Town of Mammoth Lakes and MMH completed $15 million in major capital 

improvement and environmental impact study projects to initiate commercial air service. These 

essential upfront costs were funded from a mix of public/private sources as shown below. No 

funding has been from the Small Community Program. 

Capital Project Cost Funding Source

Runway Renovation, and Infrastructure for 

Initiation of Commercial Air Service $15,000,000 FAA/Caltrans/Town

Marketing and Promotional Efforts to Support Super Flex Pass

With the $100,000 DOT grant, marketing of the new Super Flex Pass could be greatly increased 

– by a projected 50 percent over current budget outlined for summer 2012. This marketing 

would target the core summer visitor markets in Southern California as well as local residents in 

Mono and Inyo Counties. The targets for summer service are active outdoor enthusiasts who 

have been driving to Mammoth for generations for summer vacation. The goal would be to 

increase their visitation in number of visits and length of stay by eliminating a day of driving on 

either side of their trip. By offering the 6 and 10 Super Flex Pass options (each worth a one-way 

segment on Alaska Airlines to/from MMH and LAX) we are looking to introduce new guests to 

the air service and increase traffic for those who are already familiar and use the service. Goal is 

to sell 1800 of these in year one and 2500 in year two. 

Building on the formal winter marketing programs of Mammoth Lakes Tourism and the ski area, 

a spring/summer/fall marketing program for the Super Flex Pass would use these media: 

• Digital marketing – E-mail lists, web sites, geo-targeted online advertising and social 

media are high-impact, cost-effective social media that communicate directly with loyal 

followers. MMSA has the largest number of Facebook followers of any ski resort in North 

America (just under 120,000); Mammoth Lakes Tourism has nearly 14,000. 

Increased use of SEM [paid search engine marketing] would target visitors searching for 

keywords like Mammoth Lakes, Yosemite, fishing, mountain biking, hiking, Sierra, Mono Lake, 

etc. These tactics are yielding an excellent ROI of 6 to 1. 

Additional dollars would be invested in Digital Display Advertising networks to allow 

behaviorally geo-targeted online advertising to those with a propensity to travel to the region. 

• Collateral – Development and distribution of brochures/rack cards and special 

flyers/posters for all area lodging and information centers. 

• Advertising – Campaigns would be expanded in targeted media such as Eastside 

Magazine, Bike Magazine, Decline Magazine, Mountain Bike Action Magazine and others. 

Further investments would be made in key markets around LAX in newsprint (LA Times, 

OC Register), radio, and outdoor (billboard). All marketing will include a call to action 

promoting the newly developed bulk air options to guests. 

An additional focus will be to encourage Mammoth Lakes, Mono County and Inyo County 

“locals” to take advantage of the Super Flex Pass to book flights to Southern California. 

This would be promoted around the region with radio and newspaper and mailings. 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 5 

• Public relations/media placements – Media hosting is expensive, involving travel, 

lodging, food, and entertainment. Efforts would bring in travel writers to experience – and 

write about -- the air service and the destination. Funding would enable Mammoth Lakes 

to host far more writers from expanded markets, demographics and publications and drive 

home the message that air is a great way to access the region. 

• Direct Mail – Direct mail via local mailbox drops will promote the program to our local 

markets and utilizing tax records we will mail to all second homeowners in the area. 

Mammoth Mountain will also direct mail to all winter season passholders alerting them to 

the Super Flex Pass as well as events & activities to draw guests to the region in summer. 

Timing – The marketing focus on the Super Flex Pass would begin in mid-June 2012nand 

continue through mid-August to maximize the reach. The usage of the product is set to be valid 

through mid-December. 

Marketing & Additional Summer Flight Subsidy Funding 

The DOT funding request is $600,000 over two years. Using these funding amounts, the DOT 

local contribution reimbursement rate would equal roughly 30 percent. 

Below is a breakout of 2013 spend on spring/summer/fall air including the additional flight: 

Mammoth Lakes Tourism [public] 

Online- $51,500 

Print- $175,000 

Radio- $32,000 

Trade Shows- $18,000 

Total $314,000 

Mammoth Mountain Ski Area [private] 

Online- $221,500 

Print- $50,500 

Out of Home- $6000 

PR- $20,000 

Total- $298,000 

If the program goes as planned, the Partnership would increase the 2014 marketing budget by an 

additional $300,000. The need to aggressively market spring/ summer/fall is imperative for the 

region. Visitor recognition is not at the same level as Mammoth Lakes as a winter destination, 

yet there is a tremendous amount to offer. 

Summer focus is on fishing, hiking, biking (mountain and road), golf, high-altitude running and 

the natural beauty of the region. With the entrance to Yosemite National Park just 1⁄2 hour away, 

this is a key message for people to make Mammoth Lakes/Mono County a base for their summer 

trips. The remote location makes the air service critical to eliminate that objection to Mammoth 

Lakes/Mono County as a summer destination. The biggest opportunities are from JuneSeptember. Additional summer air service makes Mammoth Lakes accessible for weekend 

fishing or fall color trips connecting through LAX. 

Additional Air Service Needs/Markets Not Adequately Served 

The spring/summer/fall air program has already begun to address “inadequately” served markets: 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 6 

Los Angeles/Southern California. Approximately 75-85 percent of Mammoth Lakes’ visitors 

are from this region. Flights eliminate the need to drive five-six hours. 

Second homeowners. A key growth driver, this affluent traveler wants to semi-commute with 

longer midweek visits and is willing to pay airfares. Both the addition of a second summer flight 

as well as the introduction of the Super Flex Pass are key to this market segment. 

Domestic and international visitors to Eastern Sierra region. Many of these want lengthy 

stays. Flights make Mammoth Lakes a destination vs. a pass-through. The second summer 

flight will allow for far better connectivity during our peak summer travel months. 

Mammoth Lakes business community. Year-round air opens doors for investment. The 

business community would be able to invest in facilities to serve major conferences and 

conventions. The opportunity for people to live in Mammoth and “commute” for their job 

becomes very real with increased air access and helps combat the perception of remoteness. The 

addition of a second summer flight would allow much easier access for the business community.

The next logical step in increasing air capacity to MMH is to explore this second daily flight for 

the peak summer season. When winter service from Alaska Airlines went from one flight to two 

per day in 2009-2010, overall load factors went up for both flights. Offering departure time 

options made both flights more attractive to guests. The Partnership is requesting the DOT grant 

to add this second daily flight during the summer of 2013. 

Fare Levels that Community Deems Relevant to Consideration of Grant 

LAX-MMH fares of $79 - $86 per segment have met with no resistance from passengers. The 

addition of the Super Flex Pass will allow more frequency of visits as well as more trial due to 

the transferability of the product. More information, please see Exhibit A. 

Market Analyses 

Numerous surveys by Mammoth Lakes’ area entities and Alaska Airlines have consistently cited 

air service is a chief reason for their visit and repeat visits. For study results, see Exhibit A. 

Program Sponsor 

The Town of Mammoth Lakes [TOML], a public entity, is official program sponsor. 

Prior Small Community Program Grants 

No member of the Partnership has received prior Small Community Program grants. 

Factors Affecting Traffic in the Past 

The chief factor has been lack of awareness of reliable commercial air service to/from MMH as 

well as flexibility of scheduling – the second flight will make this less of a challenge for 

travelers. 

Strategic Plan for Meeting Needs Under the Small Community 

Program 

The Town of Mammoth Lakes considers this proposal as serving as a Strategic Plan. It clearly 

defines the goals and objectives for the grant funding, presented in light of a well-thought-out 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 7 

strategy for continuing summer air service. The Timetable and Critical Milestone information 

below provides details on how the initiative will be executed. 

• Note on possible “change in objectives.” The Partnership has clearly identified our need 

for funding – to offset the subsidy for additional flight operations. We anticipate no change 

in this objective over the life of the grant. 

Timetable for Implementation/Critical Milestones 

Date Activity 

10/1/2012 Partnership starts negotiations with Alaska Air for summer 2013 service 

12/15/2012 DOT Grant awarded; Partnership signs agreement with Alaska Air for additional (second flight 

June-September) summer 2013 service 

12/16/2012 Partnership signs agreement with MMSA, TOML and Mono County guaranteeing subsidy costs 

will be split 

12/20/2012 Alaska Air loads newly created second summer service into systems for sale 

12/27/2012 Partnership initiates marketing program to continue through September 15, 2013 

4/25/2013 Second summer air service/flight 2013 season begins 

9/15/2013 Second summer air service/flight 2013 season ends 

9/30/2013 Reconciliation of June through September financials and any payment to Alaska; Quarterly 

report to DOT 

10/1/2013 Partnership starts negotiations with Alaska Air for spring/summer/fall 2013 service 

12/20/2013 Alaska Air loads second summer service flight (year two) into systems for sale 

12/27/2013 Partnership initiates marketing program to continue through September 15, 2014 

1/7/2014 Alaska provides final cost for 2013 subsidy to Partnership; Partnership applies to DOT to use 

funds to pay 50% of costs, is paid balance by three existing Partners 

4/24/2014 Second summer air service/flight 2014 season begins 

9/15/2014 Second summer air service/flight 2014 season ends 

9/30/2014 Reconciliation of June through financials and any payment to Alaska; Quarterly report to DOT 

1/7/2015 Alaska provides final cost for 2014 subsidy to Partnership; Partnership applies to DOT to use 

funds to pay 50% of costs, is paid balance by three existing Partners 

1/31/2015 Final DOT report 

Based on the track record with winter air service, the Partnership is confident it can meet all 

milestones as shown above. 

How Service Will Become Self-Sufficient 

Mammoth Lakes is confident that the second summer flight program, as well as the exisiting 

summer service, will continue to show improved financial results. The 11-point increase in load 

factor from 2010 to 2011 and a 62-percentage increase in onboard revenue over last year, the 

first year of spring/summer/fall service. 

The confidence of success in the service is driven by history. In the first year of LAX winter 

service (2008-09) program loss was $167,000. The following season (2009-10) the LAX service 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 8 

turned a profit of $137,000 with twice as many flights. This shows the opportunity we have by 

adding the second daily flight from June through September. 

Public/Private Partnership 

The Mammoth Lakes Tourism Partnership consists of three key members: the Town of 

Mammoth Lakes [owner of MMH], Mammoth Mountain Ski Area, and the Mono County 

Economic Development and Tourism Office. Partners have support from the Lodging 

Association and other private area businesses. The Partnership has a track record of working 

cohesively to build a viable air program. 

The Town of Mammoth Lakes (through tourism tax dollars), Mono County, and Mammoth 

Mountain Ski Area have committed to providing funding for the summer air initiative with 

funding for marketing and/or the subsidy to Alaska Airlines. Member roles include: 

• Town of Mammoth Lakes – Legal sponsor of grant. TOML will fund up to 50 percent of 

the subsidy to Alaska Airlines for the minimum revenue cap. TOML will report to DOT on 

the status of the project and will manage the marketing plan and implementation. 

• Mammoth Lakes Tourism – MLT Executive Director will serve as Program Manager. 

MLT will be lead entity in signing the contract with Alaska Airlines and paying the subsidy 

using funds from the Partners and the DOT Grant. 

• MLT will also oversee program direction; reporting of load factors, average ticket 

yields, origination/destination and financial reports. Will participate in discussions 

on potential new markets, funding options and marketing. 

• Mammoth Mountain Ski Area – Funds up to 50 percent of MRG subsidy to Alaska Air. 

• Will evaluate results of the Air Service Interact with Town Manager, Airport and 

Transportation Director, and MLT Executive Director 

• Continue to provide, expand marketing support for summer program 

• Continue to operate dedicated local shuttle for air passengers [In-kind] 

• MMH Airport and Transportation – Will operate MMH terminal, ground support. 

• Mono County – Will participate in subsidy for marketing. 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 9 

Funding Necessary for Implementation of the Project 

A DOT grant of $600,000 over a two-year period, 2013 – 2014, would be used to offset 50 

percent of the Minimum Revenue Guarantee to Alaska Air to subsidize the second daily flight. 

Source EST June-Sept 

2013

Est. June-Sept 

2014 

Total 

MRG Est. Net Subsidy Owed to 

Alaska Airlines 

$700,000 $500,000 $1,200,000

DOT Grant Contribution 50% $350,000 $250,000 $600,000

Funding Calculations 

The cost calculations for the grant request are detailed in the tables below using the cost basis 

from the existing spring/summer/fall MRG contracts with Alaska Airlines from 2011. 

Variable Amount 

Alaska Air Revenue Guarantee $1,400,000 

Roundtrips summer (June-Sept) season 97 

Seats per plane 76 

Total seats (June-September) 14,744 

Funding Sources and Commitments 

These are outlined above. 

Cash Contributions from State and/or Local Government 

Mammoth Lakes Tourism spends roughly $314,000 for summer marketing. A major source of 

MLT funding is the Transit Occupancy Tax [TOT]. MMSA’s contribution is $612,000 per year. 

Community Plans to Continue Project 

If the project fails to become self-sustaining at year 2014, the Partnership will be severely limited 

in its ability to continue the air service. A community of Mammoth Lakes’ size simply could not 

afford to keep its off-peak air program in place until the economy, awareness and visitor traffic 

grow to the point of sustaining the service. Air service is the key driver of economics in Mono 

County, impacting real estate, tourism, second homeownership, quality of life for locals, along 

with better health opportunities and a vision of progress. 

Legal Sponsor Responsible for Administering the Program 

The legal sponsor is the Town of Mammoth Lakes, a public entity. 

How Community will ensure Funding Contribution is spent as Proposed / 

Critical Milestones/Reports 

The Program Manager will manage the grant program, project plan, Critical Milestones, and 

invoicing DOT, and reporting. This includes weekly, monthly and quarterly reports on financial 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 10 

data, booking trends, load factors, average ticket price, total cost and total revenue. 

Closing /Summary 

The Town of Mammoth Lakes and Partnership members take this opportunity to summarize the 

reasons for a request for DOT funding under the Small Community Grant Program. 

• The members of the Partnership – Town of Mammoth Lakes, Mammoth Mountain Ski 

Area, Mono County, and Mammoth Lakes Tourism initiated a Minimum Revenue 

Guarantee in 2010 to subsidize Alaska Airline for daily summer flights. 

• Since then, spring/summer/fall flight service introduced with one flight daily has been well 

received by passengers. By adding a second summer flight during peak times we anticipate 

a growth in both flights load factors moving forward. 

• A DOT grant would allow Mammoth Lakes to boost marketing of summer air service via 

the Super Flex Pass by upwards of 50 percent. This would reach highest-priority 

demographic and geo-markets with more reach and frequency. 

• The program would be managed by a proven professionals according to best-practices 

implementation plans and critical milestones 

• The entire Mammoth Lakes community is behind this request and realizes the economic 

future of the area depends on commercial flight service. 

Mammoth Lakes appreciates consideration of this proposal and looks forward to forging a solid 

relationship with the U.S. Department of Transportation.

Respectfully submitted, 

David Wilbrecht, 

Town Manager 

Town of Mammoth Lakes 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 11 

Exhibits 

• Exhibit A: Market analyses/studies demonstrating understanding of local air service needs 

• Exhibit B: Mono County Tourism – Letter of Support 

• Exhibit C: Mammoth Lakes Tourism – Letter of Support 

• Exhibit D: Town of Mammoth Lakes – Letter of Support 

• Exhibit E: Mammoth Mountain Ski Area – Letter of Support 

Please let us know if you need further detail or supporting information 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 12 

Exhibit A: Market analyses/studies demonstrating understanding of local 

air service needs 

Alaska Air Passenger Quantitative 

Satisfaction Study 

Research administered to Adults who had flown during the 

Summer months from LAX to MMH 

• One third of summer passengers would not have visited the area if Alaska Air did not 

offer air service, split evenly with not traveling at all or going to a different resort. 

• 76% express a positive impact of the air service on their likelihood for future visits to the 

area – during both summer and winter months. 

• 80% are extremely likely to recommend others use Alaska Air service to travel to area 

(9/10 rating on 10-point scale). 

• Average Length of Stay was 4 nights in the area, approximately $144 spent per person per 

day on all accommodations, food/beverages and activities 

• Among the few with suggestions for improvement: offering additional flights -- both from 

other cities, as well as more flights per day which leads us to the second daily LAX flight. 

• The convenience of air travel to the area drives Passengers’ overall satisfaction 

specifically that it is fast/quick/short. 

• Air service impacts future intent to visit the area; over 75% of Passengers reporting they 

would visit “much more/somewhat more frequently” 

C.A. Walker Survey Survey of Alaska Air passengers – Impacts of 

Spring/Summer/Fall Air Program 

• 33 percent of those flying to Mammoth Lakes would not have come to the area if not for 

the flights 

• The average time spent in the area by each customer: 3.7 days; average amount spent in 

the area by each person was $144 per day 

Mono County Economic & Fiscal 

Impacts and Visitor Profile – FY 2008 

Important benchmark; speaks to regional need for air service. 

• In 2008, the Mono County visitor market captured 1.5 million visitors and 5.5 million 

visitor days in the area. 

• Visitors generated $370MM in direct total spend, $16MM in taxes, supporting 4,500 jobs. 

• Spring/summer/fall visitor volume was 1.2 million with spend of $145MM. 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 13 

Exhibit B: Mono County Economic Development and Tourism – Letter of 

Support 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 14 

Exhibit C: Mammoth Lakes Tourism – Letter of Support 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 15 

Exhibit D: Town of Mammoth Lakes, Town Manager – Letter of Support
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 16 
Proposal Under the Small Community 

Air Service Development Program 

Docket DOT-OST-2012-0069 

June 11, 2012 

Legal Sponsor: Town of Mammoth Lakes, CA Page 17 

Exhibit E: Mammoth Mountain Ski Area – Letter of Support