# Savannah & Hilton Head

– SCASDP 2011

DOT

- OST

- 2011

- 0119

# 2

# Savannah Population Profile

• Savannah MSA growth above national averages

– Population MSA 1990: 257,899

– Population MSA 2000: 293,000

– Population MSA 2009: 343,092



# – Percent Change 2000

- 2010: 1.6%



# • West Chatham County expansion

– 35% increase in households between 1999 and 2010

– 1560 acre site corner of I

- 16 & I

- 95

Source: Savannah Economic Development Authority 

# 3

# A Diverse Regional Economy

• Tourism

• Distribution & Logistics

• Manufacturing

• Paper Products

• Military

• Agriculture

4

# • Savannah MSA’s largest employer with over

6,000 employees.

• Recently announced 500 million dollar

expansion that would create an additional

1000 jobs

• #1 corporate travel customer at SAV 

# Gulfstream Aerospace

5

# “America’s Retail Port”

• Fourth

- busiest and fastest

- growing

container terminal in the U.S.

• Supports nearly 300,000 jobs

throughout Georgia annually and

nearly $80 billion in state and local

taxes.

• Savannah Harbor Expansion Project

(SHEP) is a $268 million investment

in ensuring the future of growth at

the Port.

– Coupled with Panama Canal

expansion, the Port will be able to

handle ships with 3x the capacity of

current vessels.



# • East Coast Distribution centers for

many major corporations.

6

# Mitsubishi Power Systems Moves In

• Investing $325 million in facility to

manufacture advanced steam and gas

turbines.

• 500 direct jobs by 2015

• Average salary: $60,000

• First tenant of industrial “mega

- site”.

7

# • Home to two bases employing more than

42,000.

• SAV awarded contract by the US Marine

Corp to act as receiving port to all incoming

trainees to Paris Island Marine Corp Station,



# SC.

– Approximately 20,000 trainees and 10,000 family

and friends arrive annually.



# • $1.4 billion in annual direct federal

expenditures



# • Chatham County military retirees receive

over two million dollars a month from

federal government

• Over 50,000 military personnel &

dependents currently in Savannah area

• 15% of retirees remain in Savannah MSA

resulting in continued economic impact

Source: AG & DOD statistical report ‘08 

# Military Involvement and Presence

8

# 6.5 Million Annual Visitors to Savannah

1. Georgia

2. Florida

3. South Carolina

4. North Carolina

5. New York

6. Ohio

7. Connecticut

8. Massachusetts 

# Top Visitor Markets:

• Jan

- Mar 28%

• Apr

- Jun 30%

• Jul

- Sep 24%

• Oct

- Dec 18% 

# Time of Year:

• 1 night 33%

• 2 nights 29%

• 3

- 4 nights 27% 

# Length of Stay:

*Savannah Convention & Visitors Bureau 

# 9

# • Tourists had direct spending of

$1,695,000,000*

• Over 6.5 Million Visitors Annually

• 11,085 Rooms

- Luxury Hotels/Historic Inns

• One of the Largest National Historic Districts

• One of the Top Ten Walking Cities in the

Country by “Walking Magazine”

*Savannah Convention & Visitors Bureau 

# Tourism Economy

10

## *Savannah Convention & Visitors Bureau 

# • "Top 10 Cities in the US and Canada"

- Travel + Leisure Magazine



# • "America's Most Mannerly City"

- Charleston School of Protocol and Etiq uette



# • "#7 of the Top 10 Cities in the US and Canada"

- Travel + Leisure Magazine



# • "15 Coolest Cities in North America"

- MSN.com



# • "Best Southern City"

- Southern Living Magazine



# • "Top 10 American Travel Destination"

- Conde Nast Traveler Magazine



# • "Top 25 City for the Arts"

- American Style Magazine



# • "50 Great Cities to Visit in America"

- London Daily Telegraph



# • "America's Prettiest Town's"

- Forbes Traveler



# • " Top Ten Cities in the USA"

- Condé Nast Traveler Magazine



# • “Top 100 Places to Retire”

- Money Magazine 

# Savannah Accolades

11

# Growth Across the River

# Hilton Head Island Area

13

# • Hilton Head Island

– Population approximately 39,000

– 2.5 million tourists annually

– Median Age: 48 & Median Household Income: $67,222



# • Bluffton/Bluffton Township

– Population approximately 19,000

– Estimated population of 47,000 by 2020

– Median Age: 36 & Median Household Income: $42,381

• Beaufort County



# – Fastest Growing County in South Carolina

– Population approximately 155,000

– Median Age: 38 & Median Household Income: $54, 356

• Jasper County

– Planned housing growth of approximately 40,000



# homes in the next 20 years 

# Coastal South Carolina is Booming

14

# 1. Georgia

2. New York

3. Ohio

4. Illinois

5. Pennsylvania



# 6. New Jersey Top Visitor Markets: 

# 2.5 Million Annual Visitors to Hilton Head

• The visitor make up to Hilton Head Island differs somewhat

from Savannah.

• Longer stays make it more of a drive market today.



# • Average visitor income: $100K

• Average Length of Stay: 5.6 days

• 70% Visitor Return Rate

Source: Hilton Head/Bluffton Chamber of Commerce 

# 15

## Source: Hilton Head/Bluffton Chamber of Commerce 

# HILTON HEAD ISLAND

Top 10 Family Beach

– MSNBC.com



# 1 of America’s Healthiest Beaches

– Health Magazine



# Top 5 Best Beach

– Southern Living



# Top 10 Best Family Destinations

– Southern Living



# Top 10 Family Beaches

– MSNBC



# Top 10 Islands of North American

– Conde Nast Traveler



# Most Business friendly Resorts

– US Airways Magazine



# Six Great Places to Retire

- Tennis Magazine 

# Rapid Rewards Destination/Getaways

16

### Source: Hilton Head/Bluffton Chamber of Commerce 

# Top 10 Islands of North American

– Conde Nast Traveler



# Top 10 Family Beach

– MSNBC.com



# Top 10 Best Family Destinations

– Southern Living Magazine



# “Think top

- of

- the

- line spas, world

- class resorts, tennis courts

and golf courses galore, upscale shopping, and snazzy

restaurants....Hilton Head is a family

- friendly destination

with miles of uncrowded beaches

-- The Miami Herald



# Over 770 stories/mentions and broadcast segments on Hilton

Head Island last year resulting in over 378 million

impressions. 

# Hilton Head Accolades

17

# • Savannah MSA

– New York

– Georgia

– Florida

– Virginia

– Connecticut

– Massachusetts 

# • Hilton Head MSA

– New York

– Illinois

– Pennsylvania

– Ohio

– Georgia

– New Jersey



# 18 

# Top Inbound Tourism Markets Today

# Savannah Hilton Head International Airport

# SAV Service Snapshot

20 Daily

Market Depts Seats LF

ATL 9.8 1145 73%

CLT 7.5 590 67%

CVG 1.7 83 78%

DCA 0.2 14 71%

DFW 2.5 147 79%

DTW 1.2 61 85%

EWR 2.8 138 72%

IAD 3.4 177 76%

IAH 2.4 119 78%

LGA 3.3 183 68%

MIA 1.0 58 46%

ORD 3.1 168 78%

PHL 1.1 86 77%

Source: Innovata Schedule October 2010,

D.O.T. Report T

- 100 YE1Q10

# Top 25 SAV O&D Markets with Carrier Share

21 • Overall, DL controls about

46% of market, with US a

distant #2.

• The NYC market is

fragmented between DL

(LGA) and CO (EWR).

• The West Coast PDEW’s are

potential growth area



# • BOS is largest unserved SAV

market. When including

nearby PVD/BDL, demand

is almost 120 PDEW.

• NYC demand is about 240

PDEW, with 271 daily non

stop seats in each direction.

Source: D.O.T. 10% Coupon Sample YE1Q10 

## Carrier Share

Rank Market PDEW RDEW Avg Fare AA CO DL UA US Other

1 LGA 128.2 $19,483 $152

- - 73% 1% 25%

-



## 2 ORD 80 $14,060 $176 1%

- 12% 69% 18%

-



## 3 EWR 96.9 $14,045 $145

- 80% 5% 1% 14%

-



## 4 PHL 65.7 $10,161 $155

- - 37% 3% 59%

-



## 5 DFW 59.3 $10,064 $170 73% 1% 14% 1% 11%

-



## 6 BOS 68.6 $9,912 $145

- 4% 34% 14% 47%

-



## 7 LAX 49.3 $9,448 $192 11% 16% 52% 13% 8%

-



## 8 ATL 55.1 $8,977 $163

- - 98%

- 1%

-



## 9 IAD 64.1 $8,865 $138



### - - 4% 90% 6%

-



## 10 DTW 51.2 $8,199 $160

- - 69% 3% 28%

-



## 11 IAH 43.8 $7,785 $178 1% 80% 9% 1% 9%

-



## 12 DEN 39.7 $6,610 $166 9% 7% 54% 20% 11%

-



## 13 SFO 30.9 $6,231 $202 10% 10% 43% 23% 13%



## 14 SEA 30.3 $6,082 $201 7% 12% 57% 18% 4% 2%



## 15 MSP 36 $5,887 $163 1% 1% 78% 8% 12%

-



## 16 LAS 27 $5,512 $204 6% 9% 58% 7% 20%

-



## 17 DCA 31.5 $5,500 $175

- 0% 52%

- 47%

-



## 18 BWI 32.4 $5,132 $159

- - 41%

- 58%

-



## 19 PIT 33.7 $4,892 $145

- 1% 37% 6% 56%

-



## 20 SAN 22.8 $4,794 $211 10% 18% 56% 10% 6%

-



## 21 PHX 26.5 $4,709 $178 9% 13% 52% 4% 21%

-



## 22 MCI 39.9 $4,497 $113 5% 1% 69% 8% 18%

-



## 23 BDL 20 $4,038 $202

- - 38% 10% 52%

-



## 24 CVG 30.8 $3,992 $130

- - 94% 1% 5%

-



## 25 PVD 29.3 $3,849 $131

- 4% 15% 9% 71%

-

# Source: SAV Statistics



# 22 

# SAV Airline Seat Capacity 2005

- 2009

# Fare Comparison CY2010

• SAV fares are highest in the region.

23

Source: US DOT

# Overview of Market

Potential :

Southwest Airlines

SAV

- ATL

24

# 25 

# The Drive From Atlanta is Over Four Hours

Source: Google Maps 

# • The drive from Atlanta is 249 miles

along I

- 75 and I

- 16.

• Google Maps estimates drive time at

4:04.

• The I

- 75 corridor south of Atlanta is

heavily congested and drive times can

vary significantly.



# • The most heavily populated and

affluent areas of Atlanta are to the

north of the city.

• Alpharetta, one of the most prominent

suburbs, is an estimated 4:31 drive.

• However, that assumes no traffic, an

unlikely event given the routing directly

through the city of Atlanta.

# 26 

# SAV

- ATL Market History

Source: US DOT 

# • The SAV

- ATL local O&D market has contracted dramatically since AirTran’s peak capacity year of

2001.

• Fares have more than doubled, sending traffic back to the roads.

# 27



# Traffic Comparison CY2009

Org Dest Atlanta New York Boston Chicago Philadelphia Total

Columbia, SC, US Passengers per Day 50.50 101.80 39.40 62.30 34.60 288.60

Charleston, SC, US Passengers per Day 118.9 153.7 89.40 98.70 77.60 538.3

Green/Spart, SC US Passengers per Day 23.30 96.50 46.40 99.50 69.4 335.10

Savannah, GA, US Passengers per Day 62.24 204.68 71.33 73.64 63.3 475.19



# Average Fare Comparison CY2009

Org Dest Atlanta New York Boston Chicago Philadelphia Avg

Columbia, SC, US Average O/W Fare $224 $161 $210 $195 $197 $190

Charleston, SC, US Average O/W Fare $194 $144 $149 $164 $179 $164

Green/Spart, SC US Average O/W Fare $138 $187 $223 $181 $220 $194

Savannah, GA, US Average O/W Fare $160 $169 $146 $185 $165 $166 

# Regional Demand to/from Southwest Markets

• SAV demand levels are dramatically higher than those of CAE and GSP

• SAV and CHS average fares represent regional competition

# 28 

# Opportunity for Southwest

# Overview of Market

Potential: JetBlue



# NYC/JFK & BOS

# SAV

- NYC/BOS Traffic History

30

Source: D.O.T. 10% Coupon Sample 

# • The NYC

- SAV market peaked in 2005 at 316 PDEW.

• Nonstop low

- fare service has never existed in the market.



# • The BOS

- SAV market has been roughly consistent over the ten

- year stretch.

# SAV

- NYC/BOS Fare History

31

Source: D.O.T. 10% Coupon Sample 

# • Relatively steady traffic in both the NYC and BOS markets flies in the face of dramatically increasing



# average fares over the past five years.

• Likely indicates a naturally growing market that is being constrained by ever

- rising fares.



# • Low fares in either market will likely send traffic sky

- rocketing beyond historic highs.

# NYC Stimulation: JetBlue Effect

32 Market Demand (Before) * Market Demand (After) * % Change Market Demand (Before) * Market Demand (After) * % Change

Market PDEW Fare RDEW PDEW Fare RDEW PDEW Fare RDEW Market PDEW Fare RDEW PDEW Fare RDEW PDEW Fare RDEW

ACK 2Q07 28.8 $167 $5 52.4 $126 $7 82%

- 24% 38% ORD 1Q07 3,637.3 $140 $510 3,980.7 $140 $559 9% 0% 10%

AUS 1Q06 398.6 $202 $81 598.8 $171 $103 50%

- 15% 27% PBI 4Q00 2,165.7 $121 $263 2,206.8 $107 $236 2%

- 12%

- 10%

BNA 3Q06 507.7 $162 $82 666.6 $123 $82 31%

- 24%

- 1% PDX 2Q05 396.4 $179 $71 472.9 $189 $90 19% 6% 26%

BOS 4Q05 2,253.7 $132 $297 2,526.4 $126 $319 12%

- 4% 7% PHX 4Q04 1,217.8 $156 $190 1,362.7 $163 $222 12% 4% 17%

BQN 4Q04 111.7 $182 $20 267.6 $138 $37 139%

- 24% 82% PIT 2Q06 513.1 $217 $112 817.5 $99 $81 59%

- 54%

- 27%

BTV 3Q00 99.7 $156 $16 199.8 $94 $19 100%

- 40% 21% PSE 2Q05 0.6 $142 $0 115.6 $164 $19 19990% 15% 22972%

BUF 1Q00 644.1 $115 $74 904.7 $96 $87 40%

- 17% 17% PWM 2Q06 166.9 $156 $26 303.3 $108 $33 82%

- 31% 26%

BUR 2Q05 22.3 $245 $5 464.4 $206 $96 1981%

- 16% 1650% RDU 3Q06 976.9 $128 $125 1,287.8 $100 $129 32%

- 22% 3%

CLT 3Q06 967.7 $163 $157 1,363.8 $125 $171 41%

- 23% 9% RIC 2Q06 301.6 $163 $49 585.6 $95 $56 94%

- 42% 13%

CMH 4Q06 575.4 $165 $95 881.7 $97 $86 53%

- 41%

- 10% ROC 3Q00 414.4 $125 $52 590.7 $89 $53 43%

- 29% 2%

DEN 2Q01 1,333.3 $233 $311 1,266.3 $185 $234

- 5%

- 21%

- 25% RSW 4Q00 672.5 $117 $78 809.5 $114 $92 20%

- 3% 17%

FLL 1Q00 3,276.0 $108 $354 4,199.9 $109 $456 28% 1% 29% SAN 2Q03 714.8 $256 $183 981.5 $186 $183 37%

- 27% 0%

HOU 3Q06 233.6 $138 $32 386.6 $110 $42 65%

- 20% 32% SEA 4Q01 792.4 $279 $221 831.8 $209 $174 5%

- 25%

- 21%

IAD 3Q06 622.6 $103 $64 526.5 $95 $50

- 15%

- 8%

- 22% SFO 2Q07 2,421.4 $292 $707 3,038.2 $294 $892 25% 1% 26%

JAX 2Q06 602.3 $133 $80 746.5 $124 $93 24%

- 7% 16% SJC 2Q04 432.7 $163 $70 448.6 $151 $68 4%

- 7%

- 4%

LAS 4Q02 2,022.9 $142 $287 2,246.5 $160 $358 11% 13% 25% SJU 2Q02 1,878.1 $176 $330 1,987.2 $158 $314 6%

- 10%

- 5%

LAX 2Q09 3,945.3 $263 $1,036 4,128.3 $242 $998 5%

- 8%

- 4% SLC 4Q00 424.9 $236 $100 478.0 $192 $92 13%

- 18%

- 8%

LGB 4Q01 6.8 $618 $4 534.2 $203 $109 7779%

- 67% 2492% SMF 1Q04 177.0 $191 $34 283.8 $160 $45 60%

- 16% 34%

MCO 2Q00 3,674.6 $101 $371 4,455.2 $94 $417 21%

- 7% 12% SRQ 3Q06 198.3 $136 $27 297.7 $136 $40 50% 0% 50%

MSY 3Q01 740.4 $165 $122 741.0 $140 $104 0%

- 15%

- 15% SYR 2Q01 189.9 $143 $27 256.5 $84 $22 35%

- 41%

- 21%

OAK 4Q00 83.2 $338 $28 354.4 $200 $71 326%

- 41% 151% TPA 1Q00 1,740.1 $115 $201 222.5 $1,000 $222

- 87% 767% 11%

ONT 3Q00 89.7 $242 $22 229.9 $200 $46 156%

- 17% 112% Total 22,240.6 $159 3,544.9 27,741.9 $144 3,982.0 25%

- 10% 12%



### Source: D.O.T. 10% Coupon Sample. *Year ending period before B6 entered the market. ** Year Ending period after B6 entered the market 

# • JAX

- NYC stimulation may a predicator of what SAV

- NYC



# stimulation would look like.

• Market dynamics are and length of haul are similar.



# • However, JAX

- NYC is a much larger market, so impact of

B6 would likely be more dramatic at SAV.

# JFK Stimulation: JetBlue Effect

33 Market Demand (Before) * Market Demand (After) * % Change Market Demand (Before) * Market Demand (After) * % Change

Market PDEW Fare RDEW PDEW Fare RDEW PDEW Fare RDEW Market PDEW Fare RDEW PDEW Fare RDEW PDEW Fare RDEW

AUS 1Q06 10.6 $250 2.6 259.8 $153 $40 2357%

- 39% 1404% PBI 4Q00 108.3 $118 12.8 266.2 $114 $30 146%

- 3% 138%

BNA 3Q06 13.2 $189 2.5 202.4 $128 $26 1437%

- 32% 944% PDX 2Q05 45.0 $181 8.1 144.0 $158 $23 220%

- 13% 179%

BOS 4Q05 56.5 $130 7.4 572.5 $73 $42 912%

- 44% 472% PHX 4Q04 296.4 $168 49.7 426.6 $158 $68 44%

- 5% 36%

BQN 2Q04 0.0 $0 0.0 148.0 $170 $25 100% 100% 100% PIT 2Q06 33.7 $170 5.7 189.1 $75 $14 462%

- 56% 147%

BTV 3Q00 1.1 $134 0.2 86.2 $79 $7 7574%

- 41% 4456% PSE 2Q05 0.2 $179 0.0 89.0 $116 $10 46286%

- 35% 29884%

BUF 2Q00 45.1 $110 4.9 469.6 $72 $34 941%

- 34% 584% PWM 2Q06 1.0 $119 0.1 130.3 $89 $12 13491%

- 25% 10090%

BUR 2Q05 11.7 $163 1.9 436.0 $226 $99 3636% 39% 5078% RDU 3Q06 89.2 $142 12.7 314.5 $98 $31 253%

- 31% 142%

CLT 3Q06 22.3 $136 3.0 283.4 $103 $29 31%

- 24% 860% RIC 1Q06 1.5 $165 0.2 161.2 $78 $13 11005%

- 53% 5149%

CMH 4Q06 24.0 $143 3.4 254.9 $76 $19

- 19%

- 46% 469% ROC 3Q00 38.9 $109 4.2 303.2 $64 $20 679%

- 41% 360%

DEN 2Q01 73.8 $173 12.8 112.0 $141 $16 52%

- 19% 24% RSW 4Q00 12.6 $130 1.6 96.3 $112 $11 665%

- 14% 558%

FLL 1Q00 520.7 $102 53.1 701.4 $106 $75 35% 4% 41% SAN 2Q03 228.8 $248 56.8 486.3 $150 $73 113%

- 40% 28%

HOU 3Q06 1.9 $203 0.4 178.3 $110 $20 9262%

- 46% 4981% SEA 2Q01 237.5 $303 72.0 328.9 $204 $67 38%

- 33%

- 7%

IAD 3Q06 122.6 $108 13.3 287.4 $72 $21 134%

- 33% 57% SFO 2Q07 1,348.5 $328 442.0 1,942.7 $313 $609 44%

- 4% 38%

JAX 2Q06 97.0 $130 12.6 221.4 $109 $24 128%

- 16% 92% SJC 2Q04 263.8 $150 39.6 283.1 $142 $40 7%

- 5% 2%

LAS 4Q02 841.0 $141 118.6 959.5 $148 $142 14% 5% 19% SJU 2Q02 970.5 $196 190.2 1,328.3 $137 $182 37%

- 30%

- 5%

LAX 2Q09 2,621.3 $283 741.3 3,018.4 $243 $734 15%

- 14%

- 1% SLC 4Q00 202.3 $200 40.4 250.4 $197 $49 24%

- 1% 22%

LGB 3Q01 1.1 $202 0.2 342.5 $160 $55 30768%

- 21% 24258% SMF 1Q04 44.1 $151 6.7 162.1 $115 $19 268%

- 24% 180%

MCO 2Q00 475.2 $107 51.0 760.0 $101 $77 60%

- 6% 51% SRQ 2Q06 4.9 $71 0.4 140.7 $128 $18 2746% 79% 5000%

MSY 3Q01 61.6 $140 8.6 193.8 $106 $21 215%

- 24% 139% SYR 4Q00 19.5 $129 2.5 144.0 $55 $8 638%

- 58% 213%

OAK 3Q00 10.2 $252 2.6 159.1 $176 $28 1467%

- 30% 994% TPA 1Q00 260.8 $98 25.5 542.6 $82 $44 108%

- 17% 73%

ONT 3Q00 16.5 $209 3.4 152.5 $160 $24 824%

- 23% 609% TUS 2Q06 27.8 $179 5.0 100.2 $101 $10 260%

- 44% 103%

ORD 1Q07 56.8 $156 8.9 490.1 $103 $50 763%

- 34% 467% TOTAL 5,084.0 $207 1,052.7 10,289.2 $156 1,606.2 102%

- 25% 53% 

# • Due to a typical lack of nonstop service before JetBlue



# enters a JFK market, the JetBlue “effect” is generally

dramatic.

• The result of stimulation and share shift from LGA and

EWR.

Source: D.O.T. 10% Coupon Sample. *Year ending period before B6 entered the market. ** Year Ending period after B6 entered the market

# BOS Stimulation: JetBlue Effect

34 Market Demand (Before) * Market Demand (After) * % Change

Market PDEW Fare RDEW PDEW Fare RDEW PDEW Fare RDEW

AUS 1Q06 114.5 $275 $32 193.3 $229 $44 69%

- 17% 41%

BUF 2Q06 97.5 $257 $25 306.0 $114 $35 214%

- 56% 39%

BWI 3Q09 617.3 $127 $79 1037.3 $73 $76 68%

- 42%

- 3%

CLT 2Q07 374.7 $201 $75 425.1 $211 $90 13% 5% 19%

CMH 4Q06 124.5 $224 $28 241.5 $130 $31 94%

- 42% 13%

DEN 1Q04 489.5 $225 $110 632.1 $193 $122 29%

- 14% 11%

FLL 1Q04 677.3 $169 $115 1153.2 $121 $139 70%

- 29% 22%

IAD 1Q06 631.1 $122 $77 826.2 $120 $99 31%

- 2% 29%

JAX 1Q08 171.8 $175 $30 186.1 $163 $30 8%

- 7% 1%

JFK 4Q05 69.4 $263 $18 615.1 $1,000 $615 786% 280% 3264%

LAS 2Q05 647.4 $179 $116 710.0 $189 $134 10% 6% 16%

LAX 2Q09 882.5 $302 $267 1231.8 $178 $220 40%

- 41%

- 18%

LGB 1Q04 7.4 $873 $6 266.3 $188 $50 3480%

- 78% 670%

MCO 1Q04 885.7 $157 $139 1489.9 $119 $178 68%

- 24% 28%

MSY 2Q08 160.3 $203 $33 168.5 $182 $31 5%

- 10%

- 5%

OAK 2Q04 64.8 $327 $21 356.3 $193 $69 450%

- 41% 225%

ORD 2Q08 1142.9 $210 $240 1063.3 $195 $207

- 7%

- 7%

- 14%

PBI 4Q05 514.7 $128 $66 595.0 $159 $94 16% 24% 44%

PHX 2Q06 315.5 $265 $84 430.0 $209 $90 36%

- 21% 8%

PIT 3Q06 211.8 $268 $57 382.6 $133 $51 81%

- 51%

- 11%

RDU 4Q06 317.2 $206 $65 446.3 $160 $71 41%

- 22% 9%

RIC 2Q06 142.7 $173 $25 236.5 $132 $31 66%

- 23% 27%

RSW 4Q04 504.1 $151 $76 713.7 $145 $104 42%

- 4% 36%

SAN 2Q07 353.7 $272 $96 439.7 $267 $117 24%

- 2% 22%

SEA 4Q05 360.2 $226 $81 461.8 $224 $104 28%

- 1% 27%

SFO 2Q07 893.4 $335 $299 1084.4 $326 $353 21%

- 3% 18%

SJC 2Q05 236.9 $197 $47 229.5 $230 $53

- 3% 16% 13%

SJU 4Q06 364.4 $196 $72 381.2 $228 $87 5% 16% 21%

TPA 1Q04 459.3 $168 $77 807.1 $116 $94 76%

- 31% 21%

Total 11,832.6 $207 $2,454 17,110.0 $200 $3,419 45%

- 4% 39%



### Source: D.O.T. 10% Coupon Sample. *Year ending period before B6 entered the market. ** Year Ending period after B6 entered the market 

# • BOS proxy markets are also

challenging.

• JAX saw little impact from B6

arrival as DL exited the market

simultaneously.

• RDU saw limited revenue

stimulation due to existing

service at historically higher

average fares.



# • RIC is more similar in size to

SAV, but lacks the tourism

appeal.

# JFK Proxy Market Review

• Proxy markets were selected in view of market demographics, tourism make

- up, geographic location,

competitive mix and historic market size.

• Traffic stimulation of 1,000%

- 3,000% should be expected.

• RIC, BNA, AUS and SRQ had no previous JFK service.

– As a result, we see dramatic (1,000%+) levels of stimulation in those markets, with fares generally down

between 30%

- 50%.



# • We’d expect traffic bump similar to the smaller markets, AUS & SRQ.

• Fares are tougher to judge using the proxy markets as they are very divergent.

35

Source: D.O.T. 10% Coupon Sample. *Year ending period before B6 entered the market. ** Year Ending period after B6 entered the market

# BOS Proxy Market Review

36 • Proxy markets were selected in view of market demographics, tourism make

- up, geographic location,

competitive mix and historic market size.

• Traffic stimulation ranged from 5% to 214%.

• MSY and AUS had no previous BOS service.

– The JetBlue impact in each market was widely divergent.



# • AUS is probably the better proxy, due it’s smaller pre

- B6 O&D size and lack of pre

- existing capacity.

Source: D.O.T. 10% Coupon Sample. *Year ending period before B6 entered the market. ** Year Ending period after B6 entered the market

# Market Potential Summary

• Evidence indicates that JetBlue stimulates demand in markets it enters.

– This effect is more pronounced in markets previously unserved by LCC’s



# • Given the vastly divergent nature of the available proxy markets, using them to predict results in

SAV markets is difficult exercise.

– However, it is clear that the impact of JetBlue at SAV will be on the high end of the comparison scale.

– Proxy markets do give comfort that traffic will materialize in sufficient quantity.



# • The question likely becomes not “IF” SAV can support JetBlue, but rather, is SAV a better choice

than CHS?

37

# Savannah/Hilton Head vs. Charleston

### Source: D.O.T. Report T

- 100



# 39 

# Enplanement Comparison: CY2009

• The CHS market generally runs about 20% higher than SAV+HHH in terms of enplanements.

• SAV is effectively the primary airport for Hilton Head due to operational constraints at HHI.

• For the purposes of examining the Savannah/Hilton Head O&D market, demand to both airports should be

considered.



# • A large portion of the remaining difference between the two communities is tied to government &

military

- related traffic at CHS.

• Traffic that is not likely relevant to JetBlue’s proposed BOS/JFK service.

1,091,090

SAV

- 801,784 HHH

- 66,843

0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 1,100,000 1,200,000

CHS SAV/HHH

# Air Service Summary

40

Source: D.O.T. Report T

- 100 CY2009 and Innovata Schedule Oct 2010 

# • CHS + SAV capacity/load factors are typically very comparable.

• When combined with HHI, the Savannah/Hilton Head market supports nearly identical levels of air

service.

• It is important to note that SAV/HHI actually support more daily seats to the region’s two primary hubs, ATL &



# CLT.

CHS SAV HHH SAV+HHH

Daily Daily Daily Daily Daily Daily Daily Daily

Carrier Market Flights Seats LF Carrier Market Flights Seats LF Carrier Market Flights Seats LF Carrier Market Flights Seats LF

AA DFW 3.0 150 80% AA DFW 3.0 150 80% DL ATL 3.7 123 48% AA DFW 3.0 150 80%

MIA 1.0 64 44% MIA 1.0 64 44%

CO EWR 3.0 150 76% US CLT 8.0 295 57%

IAH 2.6 129 80% CO EWR 2.6 129 75% DCA 0.2 6 59% CO EWR 2.6 129 75%

IAH 2.0 100 78% IAH 2.0 100 78%

DL ATL 11.4 1,383 75% TOTAL 11.9 424 54%

DTW 2.8 142 85% DL ATL 11.7 1,201 74% DL ATL 15.4 1,324 72%

LGA 3.0 150 64% DTW 2.0 100 85% DTW 2.0 100 85%

LGA 2.8 142 71% LGA 2.8 142 71%

UA ORD 3.0 183 0.8

UA IAD 4.0 200 77% UA IAD 4.0 200 77%

US CLT 9.0 745 78% ORD 3.2 165 77% ORD 3.2 165 77%

DCA 3.9 242 76%

LGA 2.0 100 64% US CLT 8.0 596.8 68% US CLT 16.0 892 78%

PHL 3.6 233 75% DCA 0.5 24.7 73% DCA 0.7 31 69%

PHL 1.5 106.1 79% PHL 1.5 106 79%

TOTAL 47.3 3,608 76% TOTAL 42.2 2,978 75% TOTAL 54.2 3,463 73%

# CHS vs. SAV/HHI: Market Metrics

41 • When combined with HHI, SAV traffic demand to the Northeast is only 10

- 15% below CHS.

• The 54 PDEW variance in NYC is the result of 179 additional nonstop daily seats in the CHS market.



# • However, SAV/HHI fares are consistently higher, resulting in less of a revenue gap.

• 9% smaller in the NYC O&D, despite significantly less nonstop capacity (450 vs. 271 daily seats).

• 4% smaller in Boston, to where neither airport currently has nonstop service.

Source: D.O.T. 10% Coupon Sample YE1Q10 

## CHS SAV 

# HHH % Diff CHS

vs.

SAV/HHI

BOS O&D PDEW 87 69 

# 9

- 10%

BOS Avg Fare $138 $145 

# $183 7%

BOS O&D RDEW 

# $12,065 $9,912 $1,728

- 4%

NYC O&D PDEW 284 230 

# 11

- 15%

NYC Avg Fare $143 $150 

# $205 6%

NYC O&D RDEW $40,461 $34,474 

# $2,207

- 9%

MCO O&D PDEW 20 3 

# 0.4

- 83%

MCO Avg Fare $166 $212 

# $247 11%

MCO O&D RDEW $3,389 $535 

# $88

- 82%

# CHS Top Markets: CY2009

42 Source: D.O.T. 10% Coupon Sample 

# • The DCA/IAD market drives a

significant portion of the CHS

traffic/revenue advantage over

SAV/HHI.

• Over 1⁄4 of the traffic difference

between SAV/HHI and CHS is

made up of WAS O&D traffic.

• Government and Military

- related traffic is the key

difference.



# • CHS generates double the



# amount of revenue to WAS.

• 185.8 PDEW and $23.8m in

annual revenue vs. 110.8 PDEW

and $12.4m at SAV/HHI.



# • JetBlue will not be competing for

WAS business from either

market.

## Source: Smith Travel Report 

# More Hotel Rooms

– More Affordable



# Availability

• Combined, Savannah & Hilton Head have 3,700 more hotel

rooms than Charleston, SC.

• Occupancy rates also generally run five points lower than in

Charleston.

• More inventory and more availability mean more potential

customers for JetBlue.



# • Factor in new Southwest Airlines service at CHS, and affordable

availability of lodging may become an issue in Charleston,

unlike Savannah/Hilton Head.

# Savannah/Hilton Head Versus



# Charleston

- Comments

• Both destinations are offer unique attractions and have untapped potential due to traditionally high

airfares.

• Savannah and Hilton Head Island offer 3,700 more hotel rooms and a lower average occupancy rate

to JetBlue customers.

• CHS generates more traffic volume than SAV/HHI, but the difference is muted in the important

NYC and BOS O&D markets.



# • JetBlue CHS service would likely drive a competitive reaction from WN, DL

and US.

– SAV competitive impact will likely be limited to DL’s response.



# • The addition of Southwest Airlines at CHS is significant.

– WN will drive pricing levels at CHS.

– Likely service to BWI will impact O&D’s across the Northeast.

– Likely WN service levels and resulting traffic stimulation will change impact the availability of affordable



# lodging in the market.



# • JetBlue will “own” the SAV LCC market.

– Southwest and AirTran will not compete at SAV.

– JetBlue can drive fares and capacity levels at SAV.

– Will be well

- positioned to grow the market at a pace if its own choosing. 

# 44

# Market Potential Summary

• Southwest currently serves or will serve all of SAV’s top markets.

• Atlanta is one of the top markets for the Savannah business traveler



# • SAV

- ATL has historically been a very strong O&D market.

• Georgia is the area’s top tourism feeder market.

• Delta’s recent exit from the HHH market, should result in additional demand to SAV



# • Southwest’s entry into the SAV market will stimulate demand by returning fares to drive

competitive levels.

• Previous LCC service was unsuccessful due to:

– Poor schedule (no RON)

– Capacity

– Frequency (as few as two daily roundtrips)



# • The Savannah/Hilton Head International Airport will partner with SW to insure it’s success

– Incentive package will drastically reduce or eliminate start

- up costs 

# 45

# Incentives

# SAV Can Offer A Comprehensive



# Incentive Package

• Propose a two

- year package

valued at up to $2.17 million for

four daily flights.

• Includes free facility rental and

landing fees.

• Start

- Up and Marketing

Expenses also provided for.

47 SAV Proposed Incentive Plan for JetBlue

2011 2012

3 Daily Flights 4 Daily Flights 3 Daily Flights 4 Daily Flights

Ticket Counter & ATO

SF SF

Ticket Counter 300.0 $14,850.00 $14,850.00 300.0 $15,150.00 $14,850.00

ATO 325.5 $16,112.25 $16,112.25 325.5 $16,437.75 $16,437.75

625.5 $30,962.25 $30,962.25 625.5 $31,587.75 $31,587.75

Baggage Make

- up Room

1218.8 $60,330.60 $60,330.60 1218.8 $61,549.40 $61,549.40

Holdroom Area

1116.0 $55,242.00 $55,242.00 1116.0 $56,358.00 $56,358.00

Apron Rate/Gate $6,500.00 $6,500.00 $6,500.00 $6,500.00

Common Area (Estimated) $316,491.47 $393,423.87 $325,986.21 $405,226.59

Landing Fee

2.30 per 1000 pounds (2011) 97,000 $244,294.50 $325,726.00 97,000 $254,916.00 $339,888.00

2.40 per 1000 pounds (2012)

Sub Total: $713,820.82 $872,184.72 Sub Total: $736,897.36 $901,109.74

Start

- Up Expenses $100,000.00 $100,000.00 $100,000.00 $100,000.00

Airline Incentives $150,000.00 $200,000.00 TBD TBD

Incentive Package Total: $963,820.82 $1,172,184.72 Total: $836,897.36 $1,001,109.74

2 year Total $1,800,718.18 $2,173,294.46

2011 Airline Rate per Square Foot: $49.50

2012 Airline Rate per Square Foot: $50.50

# Marketing & Advertising Support



# (Visit Savannah)

• Mixed media campaign

incorporating print, online, & social

media

• Ads will be Savannah branded to

run in Jet Blue’s non

- stop direct

flight markets

• Co

- op marketing valued at $75,000

over a year.

# Visit Savannah Online

• Currently enjoy over 43,000

Facebook Fans



# • Nearly 7,000 Twitter followers

– growing daily

• VisitSavannah.com also tracks

approximately 150,000 unique

visitors monthly



# • Visit Savannah’s 10 micro

- sites

also log over 70,000 page

- views

monthly Visit Savannah has a strong online presence on both our various

websites as well as Social Media. A Savannah/JetBlue Social

Media Campaign would be a great marketing tool surrounding

the inaugural flight. Here are some online statistics:

# Regional Partner Support

We currently have:

• 17 Hotel packages

• 13 Restaurant packages

• 25 Attraction/Tour packages

• All can be varied dynamically,



# offering vital flexibility. Visit Savannah has worked with a number of Savannah

area hospitality partners to produce complimentary

donations that Jet Blue can use in their client marketing



# promotion for travel to Savannah.

# #SavannahJetBlue

Strategy

1. Leverage the “Viral” effects of

Visit Savannah’s Social Media

channel to announce Jet Blue’s

Non

- Stop Direct flight service into

Savannah.

2. Encourage Savannah travelers to

“like” Jet Blue’s branded social

media channels.

3. Deliver a fun and easy contest with

prizes that people really want...2



# tickets on the inaugural JetBlue

flight to Savannah for a weekend

getaway. 

# Contest

 Win a trip on the Inaugural JetBlue

flight to Savannah

 Comment on Visit Savannah’s

Facebook post to enter (low barrier

to entry)

 Winning contestant will have their

trip documented with JetBlue

Savannah branding

 The campaign will be supported by

Facebook Ads and promoted tweets



# from Visit Savannah

# Hilton Head Island Marketing &

Advertising Support

• Digital, Print and Social Media



# Campaign in JetBlue’s two key target

direct flight markets: New York &

Boston

• Promotions will be co

- branded Hilton

Head Island and JetBlue

• Promotions will drive to a special HHI

& JetBlue Landing Page on

www.hiltonheadisland.org

# Hilton Head Island Marketing &

Advertising Support

• Potential to add in a national car rental

partner with packages and sponsorship

investment by that partner for fly/drive

packages



# • We will bring at least $150,000 in private

partner co

- op investment to the table, plus

$75,000 in state match grant funds for a total

media campaign of 

# $225,000 . Must be

executed between September 1, 2011 and

December 31, 2012, due to state grant

requirements. • Landing Page will feature our local private sector partners (primarily lodging and key



# attractions) and JetBlue travel packages to Hilton Head Island

# Digital Marketing & Social Media



# Promotions

The Hilton Head Island

- Bluffton Chamber and Visitor &

Convention Bureau can offer robust support to JetBlue in



# promoting air service into our region through our ongoing, year

round marketing channels, such as:

• www.hiltonheadisland.org: Over 1 million user sessions/ visitors annually

• Cross promotions within our network of microsites to specific target audiences:

– local Chamber businesses through www.hiltonheadchamber.com

– www.thinkhiltonheadisland.com

– our business and economic metrics portal for

the region;

– www.visitbluffton.org and www.visitdaufuskie.org

– microsites for the two allied

smaller travel destinations within our footprint

– www.hiltonheadgolfisland.com and www.hiltonheadculinary.com

– specialty



# market visitor microsites

– www.hiltonheadmeetings.com

– our group and conference meetings microsite

# Digital Marketing & Social Media



# Promotions

• Our Island Vibe blog center

– with 8 different weekly content area postings about



# everything from eco

- tourism and wellness to golf to culinary to weddings

• E

- News and E

- Promos to our database of loyal visitors

– over 100,000 Hilton Head

Island Insiders

• Our growing population of Facebook and Twitter Fans, Like

- ers and Followers

• Outreach to our 1700 + Chamber member businesses and their databases of clients,

customers, residents, second home owners and visitors

– we have a steady stream of

communications with them via weekly Monday Morning Briefings, printed

Chamber Business Monthly newsletters, monthly Business After Hours, Executive

Connection and similar networking functions, etc.

# Regional Partner Support

The Hilton Head Island

- Bluffton Chamber of Commerce and Visitor & Convention

Bureau has worked with our membership to produce complimentary resources that

JetBlue can use in their client marketing promotions for travel to Hilton Head Island:

• 9 Lodging Packages

• 13 Restaurant Packages

• 11 Attraction/ Tour Packages

# Conde Nast & Bon Appetit Promotion

• Special Co

- Branded

Promotion with Conde Nast

and Bon Appetit featuring

our new JetBlue Service

• Investment:

$45,000

- $90,000

# Airport Partner Support

The Airport has worked with Savannah Aviation Village to

secure rooms for 1 “ron” crew for 6 months!

# 59



# FAA Approved NextGen

Routes Will Save Time & Fuel

# SAV Marketing Assistance

- 

# $50,000 per Flight (Up to $250,000)

• Print, Radio, TV, Billboard, Internet



# • In

- kind contributions such as:

• Terminal Advertising

• Airport Advertising (Social Media)

• Local Chambers of Commerce and Convention

and Visitors Bureaus

# Airport Incentives

• Airport Fees Waived for 2 Years

– Landing Fees

– Terminal Fees (Ramp, Gate, Holding Room etc)

– Common Use Areas

– Ticket Counter, ATO

# Airport Incentives

• One Year of Ground Handling

– Above & Below

- Wing On a At

Cost Basis to Savannah Airport

Commission



# • Assistance with Start

- up Costs

(Up to $200,000.00)

– Installation of counters

– Kiosks



# – Signs

– Computers

# SAV’s Comprehensive Incentive Package

• Propose a two

- year package valued at up

to $2.32 million for

four daily flights.

• Includes waiver of

rental and landing

fees.

• Start

- Up and

Marketing Expenses

also provided for. 2012 2013

3 Daily Flights 4 Daily Flights 3 Daily Flights 4 Daily Flights

Ticket Counter & ATO

SF SF

Ticket Counter 300.0 $15,150.00 $15,150.00 300.0 $15,450.00 $15,450.00

ATO 325.5 $16,437.75 $16,437.75 325.5 $16,763.25 $16,763.25

625.5 $31,587.75 $31,587.75 625.5 $32,213.25 $32,213.25

Baggage Make

- up Room

1218.8 $61,549.40 $61,549.40 1218.8 $62,768.20 $62,768.20

Holdroom Area

1116.0 $56,358.00 $56,358.00 1116.0 $57,474.00 $57,474.00

Apron Rate/Gate $6,500.00 $6,500.00 $6,500.00 $6,500.00

Common Area (Estimated) $325,986.21 $405,226.59 $325,986.21 $405,226.59

Landing Fee

2.40 per 1000 pounds (2012) 97,000 $265,537.50 $354,050.00 97,000 $358,373.00 $446,040.00

2.50 per 1000 pounds (2013)

Sub

Total: $747,518.86 $915,271.74 Sub Total: $782,865.95 $1,007,222.00

Start

- Up Expenses $100,000.00 $100,000.00 $100,000.00 $100,000.00

Airline Incentives $150,000.00 $200,000.00 TBD TBD

Incentive Package Total: $997,518.86 $1,215,271.74 Total: $882,865.95 $1,107,222.00

2 year Total $1,880,384.81 $2,322,494.00

2012 Airline Rate per Square Foot: $50.50

2013 Airline Rate per Square Foot: $51.50

# Savannah/Hilton Head International Airport/SW & Jet Blue Proposal



# • Marketing Assistance

– Visit Savannah

• Getaway Packages

- Savannah

• Marketing Assistance

– HHI Chamber

• Getaway Packages

– Hilton/Head Island

• Savannah Aviation Village

– Crew Rooms

• Marketing Assistance

– SAV (2 Years)

• Waiver of Landing Fees (4 Daily Flts , 2

Years)

• Waiver of Airport Fees (2 Years)



# • Start

- Up Cost Assistance

• Total Compensation • $ 75,000

• $ 15,000

• $ 225,000

• $ 10,000

• $ 20,000

• $ 250,000

• $ 800,090

• $1,125,404



# • $ 200,000

• $2,720,494

# Savannah/Hilton Head International Airport Incentives

• Airport Fees Waived for One Year

– Terminal Fees



# – Landing Fees

– Fuel Flowage Fees

– Start

- Up Costs

• One Year of Ground Handling

– Above & Below

- Wing

• Marketing Support

– Up to $100,000 for 2 Years

(Per flight)

68

# Savannah/Hilton Head International

Airport/Jet Blue Proposal

(Added Value)

• FAA Approved NextGen Routes

• Additional On Going Marketing Assistance

• Passenger and Ground Handling Assistance



# • Weekend Get

- a

- Way Promotions