Sponsor: Lakeland Linder Regional Airport

Eugene B. Conrad II, C.M., Airport Director

Dun & Bradstreet DUNS Number: 020997912

Tax Identification Number: 59-6000354

Congressional District Code: FL-12

Lakeland Linder Regional Airport

Lakeland, Florida

Application Under the Small Community Air Service Development Program

For Ground Handling, Marketing, and Advertising Support

Docket DOT-OST-2012-0069
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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TABLE OF CONTENTS

INTRODUCTORY LETTER...........................................................................................................................3

SUMMARY INFORMATION (SOLICITATION APPENDIX C)......................................................................4

INTRODUCTION.......................................................................................................................................7

AIR SERVICE OVERVIEW .........................................................................................................................9

Catchment Area........................................................................................................................................................ 9

Existing Air Service .................................................................................................................................................... 10

Direct Air at Lakeland Linder Regional Airport ................................................................................................... 11

AIR SERVICE NEEDS AND DEFICIENCIES ..............................................................................................13

Leisure Service........................................................................................................................................................... 13

High Fares from Central Florida ............................................................................................................................. 14

Hub Service ............................................................................................................................................................... 14

Regional Service....................................................................................................................................................... 15

STRATEGIC PLAN FOR NEW AIR SERVICE .............................................................................................16

Funds for Ground Handling Services .................................................................................................................... 17

Funds for Tailored Marketing Campaigns ........................................................................................................... 17

Air Service Development Efforts............................................................................................................................ 18

Public-Private Partnerships...................................................................................................................................... 20

Funding Plan.............................................................................................................................................................. 20

Implementation Timeline ........................................................................................................................................ 21

Route to Sustainability ............................................................................................................................................. 21

Monitoring Grant Progress...................................................................................................................................... 22

Legal Sponsor............................................................................................................................................................ 22

SUMMARY.............................................................................................................................................23
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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INTRODUCTORY LETTER
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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SUMMARY INFORMATION (SOLICITATION APPENDIX C)

Small Community Air Service Development Program

Summary Information: Docket DOT-OST-2012-0069

A. Applicant Information (Check All That Apply)

 Not a Consortium Interstate Consortium Intrastate Consortium

 Community now receives EAS subsidy

 Community (or Consortium member) previously received a Small Community Grant

If previous recipient: Date of Grant: ______________ Expiration date of Grant: _______________

Federal Funds Requested: ________________________________________________________________

Carrier(s) Service Obtained: ______________________________________________________________

Destination(s) Served: ____________________________________________________________________

B. Public/Private Partnership (List Organization Names)

Public:

1. City of Lakeland

2. Central Florida Visitor and Convention Bureau

Private:

1. Central Florida Development Council of Polk County

2. Lakeland Area Chamber of Commerce

3. Lakeland Economic Development Council

4. Polk Vision

5. Columbia Air Services

C. Project Proposal (Check All That Apply)

 Marketing Upgrade Aircraft New Route

 Travel Bank Service Restoration Subsidy

 Surface Transportation Regional Service Revenue Guarantee

 Launch New Carrier Start-Up Cost Offset First Service

 Study Secure Additional Service Other (explain below)
 

 

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D. Existing Landing Aids at Airport

 Full ILS Outer/Middle Marker Published Instrument Approach

 Localizer Other:

E. Project Cost: Do Not Enter Text in Shaded Area

Line Description Sub Total Total Amount

1 Federal amount requested $ 500,000 

2 State cash financial contribution $ -

Local cash financial contribution

3a Airport cash funds $ 100,000 

3b Non-airport cash funds $ 200,000 

3 Total local cash funds (3a+3b) $ 300,000 

4 TOTAL CASH FUNDING (1+2+3) $ 800,000 

In-Kind contribution

5a Airport In-Kind contribution** $ -

5b Other In-Kind contribution** $ -

5 TOTAL IN-KIND CONTRIBUTION (5a+5b) $ -

6 TOTAL PROJECT COST (4+6) $ 800,000 

F. In-Kind Contributions**

For Funds in lines 5a (Airport In-Kind Contribution) and 5b (Other In-Kind Contribution), 

please describe the source(s) of fund(s) for each.
 

 

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G. Is Application Subject to Review by State Under Executive Order 12372 Process?

 a. This application was made available to the state under the Executive Order 12372

Process for review on (date) ___________.

 b. Program is subject to E.O. 12372, but has not been selected by the state for review.

 c. Program is not covered by E.O. 12372

H. Is Applicant Delinquent on any Federal Debt? (If “Yes”, Provide Explanation)

 No Yes 

_______________________________________________________________________________________

_______________________________________________________________________________________
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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INTRODUCTION

On March 30, 2011, Lakeland Linder Regional Airport (LAL) was reintroduced to the national air service system 

with an announcement from Part 380 public charter operator Direct Air that it would begin flights from the 

airport on June 23. By all accounts, most of the services were successful. In fact, within two weeks of the initial 

announcement, Direct Air announced additional flights and cities. Underperforming routes were quickly 

removed from the network and reallocated to the more successful routes. In February 2012, three additional 

destinations were announced.

The success that Direct Air created, in terms of attracting passengers to Lakeland Linder Regional Airport, was 

not surprising. The airport is located just off Interstate 4 in Central Florida, midway between the beaches of St. 

Petersburg/Clearwater and the theme parks of Central Florida. The tourism attractions and venues of both 

areas are well-known throughout the world and draw millions of visitors every year. The very strong draw of 

Central Florida combined with low-fare flights to underserved and previously un-served markets is a traditional 

airline recipe for success.

Capitalizing on this strategic location, the Lakeland Linder Regional Airport, in partnership with the FAA, the City 

of Lakeland, and the State of Florida, committed $9.8 

million dollars over several years to develop Lakeland 

Linder as a commercial service airport. Years of hard 

work culminated on June 23, 2011, when the first Direct 

Air scheduled public charter MD80 took off for Myrtle 

Beach.

As reported in the airport’s 2011 Small Community Air 

Service Development Grant application, the airport had 

been preparing to “take the next step” on its growth 

path. The next step was envisioned to include numerous 

components, including growing the low-fare, less-thandaily flight offerings, as well as to recruit network carrier 

hub service and regional intrastate flights.

The timing for growth at the airport could not be better, 

Exhibit 1: Lakeland Linder Regional Airport

 Location
 

 

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as the community and region have numerous positive trends. The amusement park business is booming. The 

addition of the Wizarding World of Harry Potter has dramatically increased visitation to Universal’s Island of 

Adventure. In nearby Winter Haven, Merlin Entertainment opened the second U.S. location for LEGOLand. The 

new amusement park completely redeveloped the site previously occupied by Cypress Gardens and, similar to 

its Florida competitors, is intended to be the largest park in its brand. LEGOLand opened to great fanfare in 

October 2011. These developments have helped the region’s tourism industry remain relevant and fresh, and 

eased the impact of the recession.

There are other elements in place to create successful air service at LAL. The Lakeland-Winter Haven 

Metropolitan Statistical Area (MSA) is the largest in Florida without air service. In fact, it is substantially larger 

than communities with significant air service. Directly across the street from the airport is the headquarters of 

Publix Supermarkets – a strong user of air service, the second largest private company in Florida, and the 

county’s largest employer.

Given the positive results in our community, the March 13, 2012 system-wide suspension of service and 

bankruptcy filing by Direct Air was surprising. All indications were that service in Lakeland was successful. In 

fact, company executives visited the airport just weeks earlier to announce additional flights. Nevertheless, the 

airport will press forward, restoring air service while diversifying the types of services offered in Lakeland.

In order to entice air carrier operations, the airport and its community partners need cost effective ground 

handling services and marketing dollars to aid prospective airlines in establishing successful operations. This 

Grant application requests $500,000 in Department funding 

matched by $300,000 in local funds. The total of $800,000

will give the Airport the tools it needs to successfully restore

air service to Lakeland. The new service will lower the cost 

of travel to Central Florida, improve access to the region for 

tourists, residents, and businesses, and thus confer a 

significant local economic benefit. This modest Grant 

funding request is entirely consistent with the purpose of the 

Grant Program, and Department funds will enable new air

service that will have a significant positive local economic 

impact.

Exhibit 2: 60 and 90 Minute Drive Radius from

 Lakeland Linder Regional Airport

Source: Sixel Consulting Group
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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AIR SERVICE OVERVIEW

Catchment Area

Lakeland Linder Regional Airport is situated just a few miles south of Interstate 4 midway between the theme 

parks of Orlando and the beaches of the Tampa Bay area. LAL is less than 42 miles from the Main Gate 

entrance of the Walt 

Disney World Resort, which 

attracts over fifty million 

visitors annually. In fact, of 

the three ultra-low-cost 

airports in Central Florida, 

Lakeland is closer, on 

average, to all of the 

attractions than the other 

two airports. Additionally, 

LAL is the closest airport to 

LEGOLand Florida, the 

region’s newest theme 

park.

The convenient location of 

Lakeland Linder Regional 

Airport extends beyond 

tourists to the residents of 

Central Florida. Due to the location of the airport and convenient access to Interstate 4, Lakeland Linder 

Regional Airport is accessible by almost five million residents within a 90-minute drive. This area includes all of 

Tampa and St. Petersburg, as well as substantial portions of the Sarasota/Bradenton and Orlando areas. Almost 

2 million people live within a 60-minute drive. The airport is located in the Lakeland-Winter Haven MSA, which is 

comprised entirely of Polk County. Polk County alone has a population of almost 600,000 people, making it the 

largest MSA in Florida without air service – larger than Melbourne, Pensacola, or Panama City.

Within close proximity of the airport are two major travel organizations: LEGOLand Florida and Publix 

Supermarkets. LEGOLand is just 23 road miles from the airport, in nearby Winter Haven. The Florida park is 

Exhibit 3: Average Distance from Lakeland Linder to Area Attractions

Source: Google Maps
 

 

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designed to be the largest LEGOLand in the chain, drawing over two million annual visitors. Within weeks of the 

park’s October 2011 opening, Merlin Entertainment announced a waterpark expansion which is already in 

operation for Summer 2012.

Publix Supermarkets is an

employee-owned grocery store 

headquartered in Lakeland since 

1951. With over $27 Billion in retail 

sales, Publix is the second largest 

private company in Florida and one 

of the top 10 largest volume 

supermarkets in the U.S. The 

corporate campus is located 

directly adjacent to Lakeland 

Linder Regional Airport, where the 

company bases its private aircraft. 

Existing Air Service

Central Florida has several airports, including Orlando International, Orlando-Sanford International, Tampa 

International, and St. Petersburg/Clearwater International Airports. Although these airports collectively have 

extensive operations, they do not meet all of the market demands. In fact, there are over forty airports with 

over 10 passengers per day each way (PDEW) to Central Florida without nonstop flights. As Southwest 

continues to reduce its AirTran subsidiary’s operations to smaller cities, this list will actually grow. Many of these 

cities are ideal candidates for less-than-daily leisure service, similar to the flights provided by Direct Air.

The large Central Florida airports also do not provide adequate regional and intrastate service to the residents 

and businesses of Lakeland and Winter Haven. While the larger airports have regional services provided on a 

variety of carriers, it is simply not competitive with the automobile. The hour drive-time to Tampa International 

and Orlando International Airports combined with long and variable security lines, parking and other hassles, 

simply eliminate any of the value to residents of Polk County. So, residents of the Lakeland-Winter Haven MSA 

find other ways to travel. Publix Supermarkets maintains a small fleet of regional aircraft at Lakeland Linder 

Exhibit 4: Lakeland-Winter Haven Population Versus Other Florida MSAs

Source: U.S. Census Bureau
 

 

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Regional Airport to ensure it can access its network of grocery stores and production facilities. Area residents 

likely drive when they travel within Florida or nearby states.

Direct Air at Lakeland Linder Regional Airport

In 2007, the ultra-low cost carrier Skybus took to the skies. Skybus showed great interest in offering service to the 

region at Lakeland Linder Regional Airport. Unfortunately, the airport was not prepared for Skybus to 

immediately offer service. The airport quickly began preparing, bringing in experienced people and 

renovating the terminal. By the time the necessary facilities 

were in place, Skybus had ceased flying.

The seed had been planted, however, that Lakeland Linder 

Regional Airport was an ideal airport for a low-cost airline to 

serve Central Florida. The community could point to success 

at other airports and its fast growing population as indicators 

of potential success at LAL. In early 2011, efforts to recruit an 

airline were successful, with Direct Air announcing on March 

30th that flights from Lakeland Linder Regional Airport would 

begin in on June 23rd. Direct Air announced additional flights 

and destinations just a few weeks later on April 10th.

The initial group of flights began June 23rd, with flights to 

Niagara Falls, NY, Springfield, IL, and Hagerstown, MD. The 

Hagerstown flights had a stop at Myrtle Beach, thus four total 

destinations were offered. The initial results were solid with 

Niagara Falls load factors exceeding 90% during the first two 

full months of operations. Springfield showed great promise. 

The flights to Myrtle Beach and Hagerstown lagged the others, and were therefore discontinued by the end of 

the summer.

In November, the Myrtle Beach/Hagerstown flights were replaced with service to Plattsburgh, NY. All three 

markets improved through the winter months. During the peak Spring travel season, beginning in mid-February, 

all three markets were running load factors near 100%. 

Exhibit 5: Direct Air Routes at Shutdown
 

 

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As the peak travel season 

began, Direct Air executives 

also travelled to Lakeland to 

announce new service. On 

February 15, 2012, Direct Air 

announced new flights 

between Lakeland Linder 

Regional Airport and 

Columbus Rickenbacker 

International Airport, 

Gulfport/Biloxi International 

Airport, and Pittsburgh 

International Airport, with 

flights to commence in the 

early part of the summer, around the one-year anniversary of commercial service at the airport.

Given the level of passenger traffic being achieved and the announcement of additional flights, the 

suspension of service came as a complete surprise to the airport. All communications with the carrier were 

positive, and in fact, Direct Air privately discussed potential additional investments in the airport and 

community. Direct Air suspended all flights in its network on March 12, 2012.

Technical Note: Because Direct Air 

operated under FAR Part 380 

regulations, the carrier did not 

report data to the Department as 

most airlines do. Thus, the data 

presented is as the carrier reported 

to the Lakeland Linder Regional 

Airport.

Exhibit 6: Direct Air Load Factors by Route

Source: Lakeland Linder Regional Airport

Exhibit 7: Direct Air Passengers per Month by Route

Source: Lakeland Linder Regional Airport
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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AIR SERVICE NEEDS AND DEFICIENCIES

Leisure Service

Tourism is a critical industry in Central Florida. The destinations in our region are known throughout the world. 

Over 200,000 people, on average, visit the region’s amusement parks every day. The Pinellas County Visitors 

and Convention Bureau estimates the county receives about 5.2 million visitors per year. About 20% of those 

visitors also include a stop at the theme parks of Orlando.

The theme parks in Orlando are also growing –

both in physical size and capacity, as well as 

visitors. Leading the way is Universal Orlando 

Islands of Adventure. The park’s new Wizarding 

World of Harry Potter area has been deemed 

responsible for a 30% increase in visitation to 

that park, as well as a slight increase at 

neighboring Universal Studios Florida. Some 

media have reported rumors of this success 

leading to additional Harry Potter themed 

areas. Walt Disney World’s Magic Kingdom is 

also undergoing renovation to its Fantasyland 

area, which will double the capacity of that 

part of the park along with adding a new roller 

coaster, several restaurants and other attractions. As discussed earlier, LEGOLand Florida has also opened in 

very close proximity to Lakeland Linder Regional Airport, and is expected to draw about two million visitors per 

year.

Despite the growth in theme park attendance, traffic at Orlando airports has been down in recent years, and 

remains slightly below the levels of 2007. There are over forty markets within 1,400 miles of Central Florida with 

more than ten passengers per day each way which lack any nonstop service to our area. At the larger end of 

the scale, there are markets with significant traffic numbers driven by existing low fare carriers, however no 

flights. On the smaller end of the group are markets which fit the profile for service and fare stimulation by a 

less-than-daily carrier.

Exhibit 8: Large Markets within 1,400 Miles of Central Florida

 without Nonstop Flights

Source: U.S. DOT Data, Table DB1A
 

 

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High Fares from Central Florida

Central Florida is known as a region with typically low cost airlines and low fares. This is not universally true. In 

fact, low fares to Central Florida are typically driven by low-cost carriers who offer nonstop flights to the region. 

As identified previously, there are numerous communities who do not have such access.

The communities without access to Central Florida, via nonstop and low-cost carrier flights, have much higher 

fares than nearby airports with such service. Some communities have a fare difference in excess of $100 versus 

nearby communities, which likely restricts the use of air service for vacations to Florida.

Every additional airline seat to Central Florida is critical, as each additional visitor to the region generates about 

$160 in economic activity, per day. Thus, a new flight flown twice a week could generate an economic benefit 

as much as $3.1 million, annually. Every small city with service to Central Florida, also benefits the origin airports

and their ability to recruit air service, many of whom also request funding through this grant program to do so.

Hub Service

While tourism, and the leisure focused air service supporting it, is a very large and important part of the Central

Florida economy, it is not the only air service deficiency from LAL. The Lakeland-Winter Haven MSA is the largest 

MSA in Florida without commercial air service. Between 2000 and 2010, the population of the MSA grew 21% to 

over 565,000 people. The Lakeland area has a larger population than the Daytona Beach or Melbourne areas, 

both of which have air service by multiple carriers to multiple hubs using large narrow-body equipment. The 

population of the region is more than double that of Gainesville, Fort Walton Beach, Panama City, or the 

Florida Keys, all of which have substantial air service to multiple air carrier hubs.

Exhibit 9: Fare Difference Between Neighboring Markets With and Without Nonstop Flights to Central Florida

Source: U.S. DOT Data, Table DB1A

Airport without 

nonstop flights from 

Central Florida

Average 

One-Way 

Fare

Airport with nonstop 

flights from Central 

Florida

Average 

One-Way 

Fare

Difference 

in Fare

Airport-to-Airport 

Drive Distance / 

Drive Time

BGM - Binghamton, NY $145 ELM - Elmira/Corning. NY $110 $34 70 mi / 1:23

ERI - Erie, PA $146 YNG - Youngstown, OH $78 $68 82 mi / 1:28

GRB - Green Bay, WI $160 ATW - Appleton, WI $129 $31 33 mi / 0:37

EVV - Evansville, IN $176 OWB - Owensboro, KY $78 $98 44 mi / 0:52

CAE - Columbia, SC $226 GSP - Greenville, SC $79 $148 107 mi / 1:47
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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Regional Service

The Lakeland Linder Regional Airport is 

ideal for the development of regional 

airline service. Located directly across the 

street from the airport’s passenger 

terminal is the headquarters for Publix 

Supermarkets. The company operates a 

chain of supermarkets throughout Florida 

and the southeast, with concentrations in 

Atlanta, Nashville, Alabama, and South 

Carolina. Publix also operates several 

private aircraft to access their stores.

The private flights operated by Publix 

illustrate the deficiencies in regional air 

service provided by the larger airports in 

Central Florida. The large airports are 

approximately an hour by car from the 

Lakeland and Winter Haven areas. This 

travel time combined with the time for 

parking, shuttle buses, and security checks eliminate the ability of these services to compete for regional air 

passengers from Lakeland. The regional air service simply provides no speed advantage to the final 

destination.

However, regional flights from Lakeland Linder Regional Airport would eliminate all of these issues. Our parking 

facilities are steps from the small but effective terminal building. Given the capacity of our terminal and 

potential regional aircraft, security screening is likely to have minimal waits that passengers can depend on. 

Thus regional flights from Lakeland Linder Regional Airport would offer passengers a true time savings and be 

competitive with the automobile and private flights for Publix, as well as other Polk County businesses and 

residents.

Exhibit 10: Publix Supermarket Locations

Source: Publix Supermarkets
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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STRATEGIC PLAN FOR NEW AIR SERVICE

Lakeland Regional Airport believes that in order to successfully recruit air service, we need to meet the needs of 

three different business models:

 Small Jet Legacy Carriers for access to major carrier hubs and networks.

 Ultra-low-cost carriers which can provide point-to-point service in certain types of city-pairs.

 Regional / niche carriers which can provide specialized intrastate air service.

Although the three business models are very different, they have demands that are similar to what a small 

airport like Lakeland Linder Regional can provide. All of these carriers demand a low-cost, yet efficient airport, 

an ultra-convenient terminal building including predictable and short security lines, and appropriately scaled 

amenities. Thus, the Airport’s guiding strategic principals are:

 Develop a state-of-art airport facility that can offer ultra-low costs for airlines, give passengers a 

pleasant transit experience and one that is convenient to all of Central Florida.

 Develop on-field airport-operated Ground Handling service, including above and below wing service 

and low-cost fueling service.

 Bring together the local tourism and economic development organizations, and reach agreement that 

potential new carriers will be able to reach commercial terms on the third-party sale of Central Florida 

hotel/motel rooms, rental cars and other leisure activities via the carrier’s ancillary service offerings. 

 Work with prominent local companies such as Publix Supermarkets to assess their commercial travel 

needs and assist in communicating those needs to potential carriers.

 Recruit carriers aggressively; listen to their needs and concerns and respond as possible.

 Build a significant marketing and advertising fund for use in partnership with carriers to support their 

market entry and address their number one concern: how to market new air service to Central Florida, 

which has not traditionally had such service.

In order to put all of the elements in place, the airport is requesting a Small Community Air Service 

Development Grant in the amount of $500,000. These funds will be combined with local funds of $300,000 for 

an $800,000 total project. The project has two major elements: to establish airport operated ground handling 

services; to create marketing campaigns tailored to the services we are able to recruit.
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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Funds for Ground Handling Services

This application for funding through the Small Community Air Service Development Grant program anticipates 

that $500,000 will be utilized for Ground Handling Services. Lakeland Linder regional Airport already owns much 

of the ground handling equipment necessary for commercial air service. Through a Florida Department of 

Transportation grant, the airport acquired the ground equipment used by Direct Air employees for processing 

flights.

Potential air carriers have indicated that the availability of complete ground handling services make 

commencing operations at Lakeland Linder Regional Airport more feasible in the short term. Because the 

airport owns the equipment and there is no appropriate vendor on the field, the airport is prepared to assume 

this role with assistance from the grant. It is envisioned that the ground handling funding requested will provide 

for the recruitment and training of employees, acquisition of additional equipment, if needed, and ability to 

provide reduced cost ground handling services to new air carriers at the airport.

Funds for Tailored Marketing Campaigns

This proposal anticipates $300,000 in marketing campaigns for the air service we are able to recruit. The exact 

marketing strategy to be employed will not be determined until after the airport and carrier have reached an 

agreement. However, the marketing plan will be tailored to the type of service recruited:

 Small Jet Legacy Carriers will demand significant marketing in our region to inform residents that service 

from Lakeland Linder Regional Airport is available, affordable, and convenient. We would also envision 

a targeted campaign to the legacy carrier’s frequent flyers who travel to our area, and a targeted 

campaign to ensure local businesses are able to use the new air service.

 Ultra-low-cost carriers are likely to treat Lakeland Linder Regional Airport primarily as a destination. 

Marketing efforts in these cases will be focused on the origin market. In most cases, the carrier will also 

be working with the origin airport. We envision these marketing efforts to be collaborative efforts.

 Regional / niche carriers will require a combination of marketing efforts within our region and the origin 

region of each route. However, because these tend to be niche routes with a specific customer base 

in mind, the marketing campaign would be specific to the anticipated passenger base.
 

 

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While the details of the exact media to be used cannot be known at this time, we expect marketing 

campaigns to include:

 Radio promotions and ticket/hotel give-a-ways.

 Billboards emphasizing the destination and carrier in addition to the airport.

 E-mail and postal mailings to targeted potential customers.

 Sales presentations / meetings with critical companies and organizations.

 Online advertising tied to internet search engines and online travel agencies key to searches about 

travel to Central Florida or the markets served with our new air service.

 Grass roots efforts in our community designed to maximize local exposure.

 Close coordination with existing destination marketing campaigns outside of this program, organized by 

other organizations such as the Central Florida Development Council of Polk County, the Lakeland Area 

Chamber of Commerce and the Lakeland Economic Development Council.

Air Service Development Efforts

Lakeland Linder Regional Airport has been committed to the development of air service since 2007. Air Service 

Development initiatives continued, even after the airport successfully recruited Direct Air in early 2011. After the 

initial launch of service, the airport worked with Direct Air to create additional flights, up to the February 2012 

announcement of flights to Columbus, Gulfport/Biloxi, and Pittsburgh. The airport also continued recruiting 

efforts with other carriers, conducting over 20 airline meetings thus far in 2012. The carriers targeted for 

meetings encompassed all three potential business models, as well as international carriers. Additionally, the 

airport sponsored several events at the Routes Americas and Network Air service development conferences to 

ensure the airline planner community is aware of opportunities available at the airport.

Specific air service development initiatives since 2007 include:

2007 - 2008

 Participated in an extensive process attempting to secure service from Skybus Airlines, including making 

infrastructure improvements.
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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2009

 Hired new airport director Eugene B. Conrad III, C.M. who has significant experience in recruiting 

commercial service to small communities including being part of the team that opened Branson Airport, 

which was the first privately developed and operated commercial service airport in the country.

2010

 LAL secured funding for and launched a major project to develop the infrastructure required to support 

scheduled service.

 LAL recruited Sky King’s corporate headquarters and maintenance operations to the airport with a key 

motivation being to establish a base from which they could offer scheduled charter service.

 In the summer of 2010 the airport funded an air service study.

 In the summer of 2010 LAL started holding meetings with targeted communities interested in low fare service 

to the Central Florida region.

 LAL spoke with multiple carriers who are interested in providing service to the market.

 LAL held meetings with the FAA Administrator, Randy Babbitt.

 LAL created marketing materials to promote the airport and to start preparing the community that 

commercial service is coming.

 In the fall of 2010 LAL held meetings with Direct Air regarding market potential. The carrier committed in the 

spring of 2011 to serve the market starting in June 2011.

2011

 LAL attended the Network Conference in Austin, Texas, in March of 2011 and met with six low cost or lessthan-daily airlines.

 Final recruitment and marketing of the new Direct Air service began in earnest in early 2011, with 

expenditures for the year of more than $200,000 across many media venues.

2012

 LAL attended several air service development conferences, conducting over 20 meetings with carriers from 

all business segments, including international carriers.

 Sponsored events at Routes Americas and Network air service development conferences to ensure 

publicity to airline planners
 

 

Lakeland Linder Regional Airport

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Public-Private Partnerships

The Airport’s government and private sector partners in air service development include:

 The City of Lakeland, Florida (public member) – The City committed over $2.2 million dollars ($1.8 for 

infrastructure and $400,000 for studies, recruiting and marketing) since 2007 to the effort to make the 

Airport ready for commercial air service. The City also provides Crash/Fire/Rescue (ARFF) services and 

police services for the Airport at no charge.

 Central Florida Visitor and Convention Bureau (public member) – The CVB is instrumental in attracting 

visitors to Lakeland, Winter Haven, and all of Polk County. It has committed $200,000 in 2012 to assist in 

air service restoration.

 Central Florida Development Council of Polk County (private member) – The CFDC is itself a 

public/private partnership of government and private entities working together to further economic 

development in Polk County. 

 Polk Vision (private member) – Polk Vision is an association dedicated to establishing and meeting longterm goals for economic and social infrastructure development in Polk County.

 Lakeland Area Chamber of Commerce (private member) – The Lakeland Area Chamber of Commerce

is a not-for-profit organization representing the interests of its 1,700 business members and facilitating 

economic growth in the area.

 Lakeland Economic Development Council (private member) – The LEDC is a private non-profit 

association with 175 member companies. The ECDC’s primary job is to expand economic and job 

opportunities for area residents and recruit new businesses to the area.

 Columbia Air Services (private member) – Columbia Air Services is a network of full service FBOs. The 

Lakeland operation provides full FBO services for both general aviation and airline operations at 

Lakeland Linder.

Funding Plan

Lakeland Linder Regional Airport Authority and its partners are requesting grant funds in the amount of $500,000 

from the Department. This funding will be matched by $300,000 in local funding - $200,000 provided by Central 

Florida Visitor and Convention Bureau and $100,000 provided by Lakeland Linder Regional Airport. Thus the 

airport and its partners will fund 38% of the $800,000 marketing and ground handling project.
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

21

While we cannot know the exact expenditure rate for Grant funding, we believe that Grant supported 

marketing efforts will be distributed throughout the year 2012 and 2013, as appropriate for optimum support of 

new air service. The timing of the ground handling portion of the project will be tied to the specific needs of 

recruited air carriers and timing of flights added to the airport. Thus, the Airport requests that its Grant have at 

least a two-year term.

The airport also requests the flexibility to alter the amount of funding devoted to each component of the 

project, if necessary, based on the needs if the carrier(s) recruited and in consultation with the Department.

Implementation Timeline

Applications for Small Community Air Service Development Grants are due to the department on June 11, 

2012. It is anticipated that awards will be granted in the Third Quarter of 2012. Based upon that timeline, the 

airport has developed the timeline displayed in Exhibit 11. The timeline is tentative and will be driven by 

numerous items outside the airports control, including the Department’s granting of awards and air carrier start 

dates. The airport will take all actions necessary on its part to remain on the timeline illustrated.

Route to Sustainability

Ground handling services or marketing and promotion alone cannot make a new air service successful, nor be 

its downfall. However, the Airport and all Grant stakeholders recognize that marketing and promotion are an

essential element of a successful new air service. Airport-provided and reduced-cost ground handling cannot 

make a route profitable for an airline, but can provide a critical tool for risk mitigation that the airport will be 

able to use to encourage new air service.

Exhibit 11: Implementation Timeline

Date Activity Status

June 2012 Complete and File Grant Application via Grants.gov. Complete

Submit Support Letters from carriers and community interests Complete

Q3 2012 Receive Grant Award and Negotiate Details with the Department

Q4 2012 Secure Commitment from Carrier to Initiate Service

Begin Marketing Activities with when Carrier begins to sell tickets

Work with Carrier to monitor bookings

Recruit and Train Ground Handling Staff

Q1 2012 Launch new service with public relations events

Continue to monitor bookings and interest

Begin monitoring of DOT data to complete feedback loop

Beyond Continue marketing as appropriate through Q2 2014
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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Monitoring Grant Progress

The airport will monitor performance of the grant and submit quarterly summaries to the Department. 

Performance measurements will include:

 Status and activity related to air service recruitment efforts.

 Communications with the air carrier to review advanced bookings.

 Monitoring of Tourist Development Council website and inquiry activity for trends.

 Reviewing and Monitoring of Department data sources including T-100 and Table DB1A.

Legal Sponsor

Lakeland Linder Regional Airport is the legal sponsor for this project. Airport Director Eugene B. Conrad III, C.M.,

will be responsible for the administration of the grant. Oversight will include (but not be limited to):

 Liaison with the Department, including the timely filing of all quarterly Grant status update reports

 Conclusion of all agreements with prospective airlines to serve the Airport

 Coordination and oversight of the implementation of Grant-supported marketing and promotional 

efforts

 Oversight and coordination of the regular performance reviews of Grant-supported efforts to ensure 

program success

 Approval of all expenditures of Grant funding, in close coordination with the Department and Grant 

program stakeholders

The contact information for the Legal Sponsor is:

Lakeland Linder Regional Airport

Eugene B. Conrad III, C.M.

Airport Director

3900 Don Emerson Drive, Suite 210,

Lakeland, Florida 33811

(863) 834-3298

Gene.Conrad@lakelandgov.net
 

 

Lakeland Linder Regional Airport

Application Under the Small Community Air Service Development Program; Docket DOT-OST-2012-0069

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SUMMARY

Lakeland Linder Regional Airport is in an ideal location to serve a number of needs in the Central Florida 

economy. The airport is in the center of the region’s tourism industry and closer to the Walt Disney World resort 

than the other low-cost Central Florida airports. The airport has the potential to serve unique traffic bases, 

including local businesses such as Publix Supermarkets. The opportunity for regional air service is large, as this 

segment of the market is not adequately served through the larger regional airports.

With Direct Air, the airport has a proven track record in the less-than-daily leisure air service business segment. 

The airport hosted well over 70,000 passengers in just eight months of operations, and was likely to exceed over 

100,000 passengers in its first year. This success was driven by a unique partnership between the carrier, the 

airport, and the community.

In this Grant proposal the Lakeland Linder Regional Airport is seeking a modest amount of Grant funding with a 

healthy local cash match in order to provide ground handling service, marketing, and promotion of restored air 

service at the airport with new carriers.

While the airport’s demonstrated success thus far is in the leisure segment, that success has motivated the 

community towards broadening the reach and services offered at the airport. The commitment to “taking the 

next step” in our air service development has only been strengthened by the challenges associated with the 

suspension of flights by Direct Air.

The Airport and its partners thank the Department for its consideration of this application.