Application Under the Small Community

Air Service Development Program

Docket OST-2012-0069

Sponsoring Entity: Outagamie County Regional Airport

Dun & Bradstreet Number: 11-862-0140

2-digit Congressional District Code: 08

June 11, 2012
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Table of Contents

Executive Summary __________________________________ 1

Air Service Overview__________________________________ 3

Summary of Current Service ______________________________________ 3

Recent Air Service Losses ________________________________________ 5

United ATW-DEN_______________________________________________________ 7

Frontier ATW-MKE _____________________________________________________ 7

Potential Impact on Fares _______________________________________________ 7

Efforts to Improve Air Service _____________________________________ 9

Air Service Development Studies / Meetings________________________________ 9

History of Cost Control and Innovation ___________________________________ 10

FBO_________________________________________________________________ 13

Previous 2009 Grant _________________________________ 14

Strategic Plan ______________________________________ 16

Goals ________________________________________________________ 16

Funding Overview ______________________________________________ 16

Use of Funds / Timeline _________________________________________ 17

Business Model Study for ARFF Training Academy_________________________ 17

Funding for Start-up and Year One Expenses ______________________________ 18

Funding Assurances ____________________________________________ 18

Milestones and Monitoring _______________________________________ 18

Sustainability __________________________________________________ 19

Alternate Plan _________________________________________________ 19

Measure of Success ____________________________________________ 19

Conclusion ________________________________________ 20

Appendix A: Required Summary Information ______________ 21

Appendix B: Letters of Support _________________________ 25
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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ATW is proposing to pioneer a 

new ARFF model, supporting 

air service through recurring 

cost savings while providing 

innovative new public safety 

training. A program which 

could become a model for 

other communities.

Executive Summary

Outagamie Country Regional Airport (“ATW”) near Appleton, 

WI is the principal airport for the Fox Cities region (eight 

cities including Appleton, Oshkosh and Neenah) of 

Northeast Wisconsin. The region is home to several major 

companies including Kimberly Clark, Oshkosh Corporation 

and Bemis Company.

Until recently, ATW has enjoyed daily service to six network 

hubs, connecting the community to the world. However, in 

the last twenty four months, ATW has lost United Airlines 

service to Denver (last flown in December 2010), as well as 

Milwaukee service on Frontier (last flown September 2011). Both services were well supported by the 

community and have been lost due to the impact of the economic downturn. Combined, these two 

cancellations and pull downs from Delta, will reduce capacity by 17% year-over-year (August 2012 vs. 

August 2011 – see Exhibit 5). Further, Frontier Airlines was the only low cost carrier offering connecting 

service from ATW; their pullout creates the prospect of increased fares and leakage.

To address the airport’s long-term competitive position, ATW is proposing an innovative new approach to 

providing Aircraft Rescue and Fire Fighting (“ARFF”). 

In April 2012 Fox Valley Technical College (“FVTC”) won a five county referendum to support $66 million 

to develop a FVTC. The hallmark development of FVTC referendum is a $34 million development on 74 

acres of land on the south end of ATW for a new public safety training center. This lease is an important 

part of ATW’s aggressive efforts to increase and diversify non-aeronautical revenue. The public safety 

training center would be the only one of its kind in the U.S., offering a full range of training opportunities. 

The number of students enrolled in FVTC’s public safety program has jumped from 900 to 1,500 in the 

past 18 months. FVTC also provides annual training to nearly 15,000 law enforcement workers 

nationwide in various specialized areas. The facility will also provide an opportunity to also work with 

Pierce Manufacturing/Oshkosh Truck to test new design and engineering on fire trucks and airport fire 

rigs before final delivery.

FVTC was having capacity issues with regard to serve the training needs of local law enforcement, 

security agencies, EMT's and fire. The new facility at the airport would bring all of those agencies under 
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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the same building to train together for emergencies. It also allows for the staging of fire equipment, EMS, 

paramedics and police who all may be responding to the same type of scenario.

In this grant application ATW is proposing to further leverage the investment FVTC and the community 

are making at the airport. ATW and FVTC would like to partner to explore the creation of an ARFF 

training academy, to leverage the school’s presence at ATW for unique training opportunities. Beyond 

that, the potential exists for the school to actively participate in providing ARFF services at ATW utilizing 

instructors and interns, who have been trained to a certain index, to provide or supplement ARFF staff. It 

would give students an amazing opportunity to complete their training in a live airport environment, 

producing strong graduates specifically trained for airport firefighting. While the program needs to be 

more deeply studied, it is anticipated that the partnership could generate ongoing annual ARFF savings of 

$200,000 out of ATW’s approximately $500,000 expense. This would be a significant reduction to the 

airport’s rate base, providing a key advantage in retaining and attracting new service. It also helps the 

airport maintain a cost structure attractive to low cost carriers. To prevent increases in fares and leakage, 

ATW needs to increase capacity and competition at the airport and this program is a key step in being 

able to do that.

The grant application specifically is seeking:

• Funding for a study to develop the business model for the new ARFF program

o Grant of $75,000 to develop a business model for the new concept ARFF program

o $10,000 of cash support from the community

o $80,000 of in-kind support from FVTC

o $10,000 of cash from ATW

 Total community participation in funding the study is 57%

• Funding for start-up and year 1 expenses:

o Grant of $350,000 towards start-up costs and marketing for the program

o $30,000 of cash support from ATW airport

o FVTC will be covering all additional expenses which could be substantial

• In total the community will be covering 23% of the expense, with 16% from the community / FVTC 

and 7% from ATW
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Long-term success will be achieved through:

• Leveraging airport’s experience in timely and successful implementation of 2009 SCASDP grant

• Establishing a program which provides ongoing cost savings to airlines which encourages 

sustaining and growing air service

• Start-up and year-one expenses will only be spent if the business case is solid and FVTC makes 

a commitment to funding the remaining expenses and ongoing expenses

• Reducing fares and leakage by creating an environment friendly to low cost carriers and making 

existing service more profitable by reducing costs

Air Service Overview

Summary of Current Service

ATW has service to seven cities including flights into four airline hubs with connections to destinations 

around the world (see Exhibit 1: ATW Route Map – June 2012).

Exhibit 1: ATW Route Map – June 2012

Allegiant’s service to Orlando-Sanford is operated on a seasonal basis. Recent service loses include the 

loss of Delta’s seasonal Memphis service, Frontier Airlines withdrawing from ATW effective September 

2011 (see Exhibit 2: Current Air Service Details – June 2012 Schedule)
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Exhibit 2: Current Air Service Details – June 2012 Schedule

Source: Innovata schedule data, via Diio Mi Internet-Based Aviation Portal

Without low fare connecting service and with the growth of Southwest/AirTran in Milwaukee (“MKE”), 

ATW remains at a significant pricing disadvantage (see Exhibit 3: Current Fares ATW, GRB, and MKE to 

ATW’s Top Ten Destinations).

Exhibit 3: Current Fares ATW, GRB, and MKE to ATW’s Top Ten Destinations

Source: Expedia fare quotes pulled July 21, 2011 for travel outbound on August 25, 2009 and return August 31, 2009; max 1 stop

Historical fares to ATW’s top O&Ds from ATW and peer markets (see Exhibit 4: 2011 Historical Fares 

ATW, GRB, and MKE to ATW’s Top Ten Destinations) reveals a similar disparity between ATW and MKE, 

driving significant passenger leakage. The exceptions are Allegiant’s point-to-point markets which appeal 

to leisure customers but do not address overall fare issues in ATW.

Airline Destination Equipment Type Flights /

Week

Seats /

Week

Delta Atlanta, GA Regional Jet 13 858

Delta Detroit-DTW, MI Regional Jet 32 1,600

Delta Minneapolis / St. Paul, MN Regional Jet 27 1,350

Allegiant Phoenix, AZ Narrow-body Jet 2 300

Allegiant Las Vegas, NV Narrow-body Jet 2 300

United Chicago-ORD, IL Regional Jet 39 1,950

ATW Higher /

(Lower) Than

Destination ATW MKE GRB MKE GRB

Atlanta, GA $635 $439 $656 45% (3%)

Denver, CO $981 $518 $1,027 89% (4%)

Detroit-DTW, MI $1,036 $814 $1,026 27% 1%

Los Angeles-LAX, CA $1,052 $558 $1,025 89% 3%

New York-LGA, NY $1,007 $462 $959 118% 5%

Orlando-MCO, FL $861 $398 $850 116% 1%

Minneapolis / St. Paul, MN $1,085 $573 $973 89% 12%

Phoenix, AZ $935 $548 $961 71% (3%)

San Francisco-SFO, CA $1,028 $667 $1,053 54% (2%)

Average of Top 10 $958 $553 $948 73% 1%
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Exhibit 4: 2011 Historical Fares ATW, GRB, and MKE to ATW’s Top Ten Destinations

Source: DOT DB1B data via Diio Mi Internet-Based Aviation Data Portal

Recent Air Service Losses

Until recently, ATW has enjoyed daily service to six network hubs, connecting the community to the world. 

However, in the last twenty four months, ATW has lost United Airlines service to Denver (“DEN”), last 

flown in December 2010; as well as cancellation of MKE service on Frontier in September 2011. ATW 

also had summer only service to Delta hub Memphis (“MEM”) in summer 2011. In total, capacity is down 

by 17% year-over-year (July 2012 vs. July 2011 – see Exhibit 5: ATW Weekly Seats Year-over-Year, by 

Carrier).

As of this fall, ATW will be left with daily service to its four remaining hubs – Atlanta, Chicago, Detroit, and 

Minneapolis – supplemented by less-than-daily leisure flights on Allegiant. This leaves a notable hole in 

the ATW route map, with flights to only one hub to the west of ATW (MSP, served by Delta).

ATW Top O&Ds – fares vs. Peers

YE 2011Q4

$145

$115

$164

$113

$98

$160

$125 $131 $126

$141

$184

$155

$223

$172

$187

$209

$178

$215

$156

$177

$211

$193

$172

$259

$184

$218

$184

$205

$116

$139

+62%

+115% +36%

+47%

+57%

WAS

-2%

MSP DAL

+33%

DTT DEN

-8%

+50%

+57%

LAS ORL ATL NYC LAX

MKE GRB ATW

Destination

ATW PDEW 53.8 43.4 28.3 20.8 18.6 16.9 16.8 16.3 15.1 14.9
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Exhibit 5: ATW Weekly Seats Year-over-Year, by Carrier

Source: DOT DB1B O&D Data via Diio Mi Internet-Based Aviation Data Portal

The capacity loss at ATW is on par with neighboring airports other than Madison (“MSN”) (see Exhibit 6: 

Weekly Seats Year-over-Year – ATW and Peer Airports).

Exhibit 6: Weekly Seats Year-over-Year – ATW and Peer Airports

Source: Diio Mi Internet-Based Aviation Data Portal

279

86

100

601

279

86

0

525

Frontier

Allegiant

United

Delta -13%

-100%

0%

0%

Aug-11 Aug-12

2,773

526

1,066

1,546

1,219

2,875

479

890

-9%

-21%

-17%

-28%

+4%

CWA

ATW

GRB

MSN

MKE 12,585

17,370

Aug-11 Aug-12
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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United ATW-DEN

United launched ATW-DEN during the onset of the recession in March 2009 and just as fuel prices were 

starting to climb again. The community showed stong support for the market from the onset with load 

factors of 85% in the inial month and averaging 80% over the life of the flight (see Exhibit 7: United ATWDEN Load Factor). Unfortuantely the combination of climbing fuel expense and recession dampened 

pricing kept the market from reaching profit forecasts and was discontinued in December 2010.

Exhibit 7: United ATW-DEN Load Factor

Source: T 100 data via Diio Mi Internet-Based Aviation Data Portal

Frontier ATW-MKE

ATW was the original headquarters for Midwest Express which was later merged into Frontier Airlines. 

The community had long supported the ‘hometown carrier’ and is very disappointed to see them go. 

ATW had three flights per day on the ERJ-135. Unfortunately with changes in Frontier Airlines’ strategy, 

most of their service from MKE was pulled, including ATW.

Potential Impact on Fares

ATW air fares are already higher than the national average air fares for all communities. Year-ending 

4Q11, ATW’s average domestic fare was $192, well above the national average of $171, and much 

higher than the average domestic fare for MKE, at $139.

80%

76%

85% 86% 87% 88% 85%

72%

80% 79%

75% 72% 72%

78%

82% 84%

89%

84% 85%

76%

85% 83%

Apr May Jun Jul Aug Sep Oct Nov Dec Jan

2010

Mar Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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With the loss of Frontier, capacity to most O&Ds are served only by Delta and United who 64% and 31%

of the market respectively (see Exhibit 8: Year-over-year ATW Seat Share by Carrier). Allegiant accounts

for 5% of capacity with point-to-point less than daily service to leisure markets.

Exhibit 8: Year-over-year ATW Seat Share by Carrier

Source: Diio Mi Internet-Based Aviation Data Portal

Exhibit 9: Fare Gap ATW vs. MKE

With the loss of low cost carrier hub service and the 

continued growth in MKE of Southwest/AirTran, the fare gap 

between ATW and MKE has hit new highs of $87 which is a 

58% premium over ATW, putting tremendous pressure on 

traffic to leake from ATW to MKE.

ATW Fares vs. MKE

($ one-way)

239

226 218 211

193 191 184 191

151 145 154 142 131 133 135 126

1Q 2Q 3Q

2010

4Q 1Q 2Q 3Q 4Q

2011

+60

(+46%)

+87

(+58%)

ATW MKE
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Efforts to Improve Air Service

Air Service Development Studies / Meetings

ATW began active air service development in 2008. Key activities over the past five years include:

• Fall 2008: Engaged Seabury APG for air service development consulting including leakage study

• Fall 2008: Formed Community Travel Task Force

• September 2008: Met with United Airlines in Chicago

o Secured ATW-Denver service, launched March 2009

• February 2009: Met with American Airlines / American Eagle in Dallas

• March 2009: Attended Network conference

• April 2009: Met with Midwest Airlines in ATW

• May 2009: Met with Delta Air Lines in Atlanta

o Secured upgauge of all but one flight from turboprop to regional jet

o Secured flight timing changes requested by the community

• August 28, 2009: filed successful application for $150,000 SCASDP grant to support marketing 

efforts in the face of AirTran growth and Southwest launching at MKE

• Fall 2009: hosted multiple airlines for visits to ATW 

• October 2009: met with Continental Airlines in Houston

• February 2010: met with Frontier Airlines in Denver

• February 2010: attended Allegiant conference

• March 2010: attended Network conference

• May 2010: Met with Delta Air Lines in Atlanta

• June 2010: hosted a community Air Service Summit with top community leaders

• Fall 2010: hosted multiple airlines for visits to ATW

• December 2010: met with Frontier Airlines in Denver

• February 2011: Met with American Airlines / American Eagle in Dallas

• March 2011: attended Network conference 

• May 2011: attended Allegiant conference
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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In October of 2011 and 

five years ahead of 

schedule, the airport 

retired the debt of the 

terminal. Allowing ATW to 

continue its aggressive 

partnering with airlines.

• June 2011: attended JumpStart conference

• March 2012: attended Network conference 

• May 2012: attended Allegiant conference

• June 2012: attended JumpStart conference

Since 2008, ATW has met and maintained contact with virtually every legacy and low-cost carrier in the 

United States (including the Target Carrier). Measured by share of July 2011 domestic ASMs, the 

carriers ATW has met with represent 92% of domestic ASMs (See Exhibit 10: July 2012 Domestic 

Schedule – ASM Share by Carrier (Top 10)). Of course, ATW is open to meeting with the carriers who 

are not on this list, however, ATW would likely not be a fit in those carriers’ business models.

Exhibit 10: July 2012 Domestic Schedule – ASM Share by Carrier (Top 10)

Rank Carrier Weekly

Flights

Weekly

Seats (000)

Weekly

ASM (mil)

ATW

Contact?

Domestic 

ASM

Share

1 UA 35,798 2,961 2,932 X 20%

2 DL 37,305 3,684 2,927 X 20%

3 WN 23,122 3,185 2,216 X 15%

4 AA 21,102 2,119 2,024 X 14%

5 US 20,818 1,881 1,390 X 10%

6 B6 4,709 619 708 X 5%

7 AS 5,430 626 605 X 4%

8 FL 4,555 552 435 X 3%

9 F9 2,292 298 259 X 2%

10 VX 1,139 164 254 X 2%

Source: Diio Mi Internet-Based Aviation Portal

History of Cost Control and Innovation

ATW has long believed that a core aspect of airport management 

and air service development is to remain fiscally conservative –

provide a quality passenger and operational experience while 

keeping expenses as low as possible for carriers. ATW remains 

the lowest landing fee airport in the State of Wisconsin as 

reported by the Wisconsin State Journal. Since 2001, ATW has 
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 11

provided over $7.6 million dollars to airlines as a “competitive discount” to airlines, dollars that would have 

otherwise gone into airport reserves.

BOND BURNING PARTY: ATW recently made a strategic 

move to retire debt on its terminal that underwent an expansion 

in 2001. At that time, bonds totaling $4.0 million issued with a 

15 year term. The Airport choose to pay them off utilizing 

airport reserves in November 2011, which was five years early. 

This decision will save the airport $234 thousand in interest. 

“Paying off this debt early assists us in keeping our rates and 

charges for our terminal tenants, including airlines, 

competitive.” said Marty Lenss, airport director. “The Airport is 

committed to providing convenient, modern, and affordable 

facilities to both its airline partners and customers.” 

Always cognizant of keeping carrier operating costs low, the airport has engaged in many creative ways 

to market and improve the customer experience that have involved minimal cash outlay. Examples 

include:

• Aggressively pursuing non-traditional airport revenues such as land leases and business 

development

o Expanded hangar lease with Gulfstream

o Flight school

o Tech. fire program

o General Aviation is up 23% in 2012

o Industrial Park

• Partnership with local and regional chambers exchanging 

advertising in the airport with membership and advertising in 

publications

• Partnership with local hotel to provide upgraded furniture for the 

airport lobby in exchange for being able to brand the area

• Community interaction program- representatives from the 

airport have gone into the community on a grass roots 
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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campaign and have become members of many area organizations such as the Fox Valley 

Economic Development Partnership, Fox Valley Chamber, Leadership Fox Cities, New North and 

Learning for Life to name a few

• “Turkeys and Ham” is a holiday promotion that is advertised on Cumulus radio asking the 

community to bring in food donations, especially turkeys, chickens and hams for the holidays. 

Donors are entered to win awards of $500 on one of the airlines serving ATW. The entire airport 

staff then delivers the donations to a local food kitchen

• ATW is proud to be the home airport of “Old Glory Honor Flight” a national organization focused 

on sending WWII Veterans to their memorial in Washington DC. The entire airport staff volunteers 

to make their mission a success

• Uniform program for staff and customer service training for all airport employees and touch points 

of passengers. These programs are important to ensure ATW is in-tune with passengers and 

provides a great experience, which in-turn promotes repeat usage of the airport. ATW has also 

implemented a new Mission and Vision statement for the airport

• Partnered with the local baseball stadium in a creative advertising campaign in which each 

parking lot has been signed with an airline logo to designate where you have parked such as the 

Delta lot or the Allegiant lot; providing exposure for ATW and value add to incumbent carriers

• Fun promotions with Allegiant Air, including the Orlando Adventure

• Media events at the airport which are well-attended by the 

community and media, generating strong word-of-mouth. 

Examples include:

o Milk and cookie day at the airport for increased seats on 

Midwest

o Big parties for the announcement of service to Las Vegas 

and Orlando by Allegiant Air

o Celebrated the addition of the Denver launch with an event including Denver omelets

o Elvis was at the airport for the Memphis Service announcement and the community 

enjoyed Peanut Butter and Banana Sandwiches and a life-size Elvis tribute guitar cake

• Travel agency outreach – delivered plants with pots branded with an airport message

• Recently added customer amenities include:
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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o Added food behind the security checkpoint 

and upgrading existing food in general

o Free WI-FI

o Free baggage carts

• Installed passenger feedback stations to generate 

new ideas and quickly identify passenger issues

• Implemented innovative new airline lease structure 

to further support commitment to lowering airlines 

fees

• New rental car leases and an additional rental car 

company to improve non-airline revenues

• Won grants for a solar heating system to reduce the 

airport’s carbon footprint and the terminal heating 

cost. Part of overall effort by the airport to become 

more efficient and environmentally friendly

o Green efforts are tracked real-time on the 

website and in the airport (see screen shot)

FBO

In response to concerns expressed by scheduled carriers and other 

airport users, in October 2010 ATW took over the airport’s fixed base 

operator (“FBO”), renaming it the Platinum Flight Center. Running the 

FBO allows ATW the flexibility to charge competitive rates on services 

such as into-plane, and to use the FBO as part of the incentive mix to 

attract new service.
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Previous 2009 Grant

The current grant application represents a new project 

and is unrelated to the grant that ATW won in 2009. 

The 2009 grant was for $150,000 in marketing money 

to assist ATW in targeting leakage in the face of a 

strong competitive threat in MKE, as Southwest 

Airlines was launching service and AirTran was 

growing dramatically (see Exhibit 11: Year-over-year 

Capacity at MKE).

Source: Diio Mi Internet-Based Aviation Portal

ATW utilized the 2009 SCASD grant with an initial market research study 

which revealed there was a low awareness of the services offered at 

ATW. Other findings included thoughts of inconvenience, high prices, and 

a mixed message in advertising. From that study ATW analyzed its

advertising message and created a crisp and clear design concept that 

reflects the airports perceived shortcomings revealed in the research 

process. 

The Airport then rolled out the “Quick, Close, Convenient” Campaign. 

Upon completion of the design, the airport purchased local media to create awareness by web site ads, 

billboards, television, print, and radio.

The same market research study was performed at the end of the SCASD and some of the findings are: 

• Virtually 100% of Appleton-area travelers had seen or heard the ads

• Interviewees were highly aware of the “Quick, Close, Convenient” message

• Message very effective in getting trial

• Respondents also answered very favorably to using ATW in the future

5,857

0

2,113

5,349

5,499

1,624

4,787

5,231

-6%

17,141

Midwest

+29%

+127%

-2%

Total 13,319

Other

Southwest

AirTran

Dec-08 Dec-09

Exhibit 11: Year-over-year Capacity at MKE

Exhibit 12: Sample Advertising
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 15

2009 66%

2008 61%

64% 66%

2010

0 58% 60% 62%

63%

The goal of the 2009 grant was to reduce the impact on 

leakage of the fare war and growth in low cost service 

at MKE. The grant was clearly a success, with ATW 

regaining four percent of the passengers from its 

natural catchment area.

However, the recent loss of one quarter of ATW

capacity threatens the gains made in the last two years

– as passengers are faced with fewer competitive 

options from their home airport; they are more likely to 

undertake the drive to MKE.

Source: Seabury APG analysis of MIDT booking and ARC ticketing data

Recapturing leakage is a battle of passenger perception, which can take a long time to alter. Lower fares 

and greater competition have taught many of ATW’s passengers to drive two hours down Route 41 to 

MKE. For passengers to unlearn that lesson, it takes repeated observations that there are good service 

options available from ATW at reasonable fares.

Winning the current grant application would, then, not only help ATW win new service, but would build on 

the investment the Department of Transportation has already made in the community.

Exhibit 13: Leakage from ATW Natural 

Catchment Area
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Strategic Plan

The strategic plan calls ATW to partner with FVTC to initially study a business plan and then implement 

an ARFF training program, cross-utilizing staff, students and resources to reduce ATW’s ARFF expense.

Goals

Appleton has two primary goals in seeking this SCASDP grant, both of which would be fulfilled by the 

strategic plan:

• Retain current air service and attract new service through a reduction in airline fees

• Develop a sustainable business model for reducing ARFF expenses and providing high quality 

training, a model that could be used at other airports

Funding Overview

As detailed in Exhibit 14: Sources and Uses of Funds

Exhibit 14: Sources and Uses of Funds

Community Airport DOT

Total

Fund Uses Cash In-Kind Cash In-Kind Grant

Study $10,000 $80,000 $10,000 $75,000 $175,000

Start-Up $30,000 $350,000 $380,000

Total $90,000 $40,000 $425,000 $555,000 

The community cash comes from Fox Cities Economic Development Partnership, a business attraction 

organization comprised of the municipalities, organizations and utilities interested in the economic growth 

of the Fox Cities area.

The community in-kind comes from FVTC who will dedicate staffing to the completion of the strategic 

plan. Note that this application does not factor in the investment FVTC would be making in the launch 

and running of the new program.

ATW is dedicating new money to both support the study and the start-up.
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Use of Funds / Timeline

Business Model Study for ARFF Training Academy

The study funds will be used to fund a study performed for FVTC using a third party consulting firm along 

with their internal staff and support from ATW. The consulting firm will be selected following an RFP 

process. A key element of the training academy will be cross-utilizing staff and resources to reduce 

ARFF expenses at ATW. Should the study cost less than the $85,000 in cash budgeted the remaining 

amount would not be invoiced against the grant. Should the study cost more than $85,000, ATW and 

FVTC are prepared to cover the additional amount.

The tentative scope of the study would include:

1. Training requirements

a. Basic ARFF

b. Advanced courses

c. Instructor certifications needed

2. Facility requirements 

a. Apparatus

b. Live burn training facility

c. Special ARFF requirements— need to train with Class B foam? AFFF foam? What 

equipment is required, how to contain/decontaminate the runoff?

3. Market research

a. Where else can you get this training? Who is the competition?

b. What’s the size of the market? How many firefighters would like to have this training? Is 

there a demand, and where is that demand (Midwest, nationwide)?

c. Are there ongoing training needs?

d. Job market?

e. What’s the typical rate structure?

4. Benefits of the proposed partnership and how to structure it

a. For key stakeholders ATW and FVTC

b. Also consider partnerships with other firms in the community such as Oshkosh for their 

Pierce division which manufactures fire trucks, ProTec who is vendor providing ARFF 

services at ATW and other airports, and other firms

5. Financial plan

a. Start-up costs and sources to fund them

b. Staffing requirements

c. Ongoing costs and cost-recovery
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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Funding for Start-up and Year One Expenses

The Business Model Study will define the expenses required to start-up the Training Academy and 

operated it for the first year. Grant funds will be applied against the actual expenses with FVTC bearing a 

significant portion of those expenses.

Funding Assurances

ATW will be the coordinator between the public/private partners for the DOT grant, with FVTC significant 

involved in the administration of the programs. As well, ATW will take responsibility for the grant funds. 

Milestones and Monitoring

ATW has established realistic timelines for implementing the plans presented here. Exhibit 15 establishes 

the key milestones. ATW will have ultimate responsibility for monitoring the successful implementation of 

the grant program. It will partner with FVTC to coordinate the public / private contributions. Key areas 

which will be monitored include:

• Detailed project timelines and budgets

• Consulting RFP and work performance

• Start-up and year one operating benchmarks

Exhibit 15: Sample Schedule (Actual dependent on grant announcement / contract dates)

2012 2013 2014

6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9

RFP Submission Window

Complete Study

Contract with Consultant

Evaluate Proposals

Start-up / Year 1

Pre-launch

Year 1 Operations

Status Report to DOT

Activity

Decision on Launching

Issue RFP

Study

Grant Award

File Grant Application
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 19

Sustainability

By starting with a detailed business plan, ATW and FVTC will decide to launch only if there is long-term 

sustainability. FVTC has expanded its offerings through the years, understands the risks of doing so and 

will be committed to making the ARFF program work.

Alternate Plan

None.

Measure of Success

The ultimate success for the program will result in a recurring reduction in ARFF expenses at ATW and 

leveraging the reduced costs to maintain current service and attract new service.
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 20

Conclusion

Outagamie Regional Airport respectfully requests a grant in the amount of $425,000 to fund a Business 

Model Study for an ARFF Training Academy and to fund a portion of start-up and year-one expenses. 

ATW believes it should be given priority consideration for the Small Community Air Service Program

having met the criteria as set forth in the statue as follows:

• Air fares are higher than the national average air fares for all communities;

 Year-ending 4Q11, ATW’s average domestic fare was $192, well above the national 

average of $171, and much higher than the average domestic fare for MKE, at $139.

• the community or consortium will provide a portion of the cost of the activity from local sources 

other than airport revenue sources;

 The program will be directly implemented with FVTC who will be in $80,000 of in-kind for 

the initial study and provide significant resources in starting-up and running the program. 

Fox Cities Economic Development Partnership has also pledged $10,000 in cash to help 

fund the initial study.

• the community or consortium has established or will establish a public-private partnership to 

facilitate air carrier service to the public;

 FVTC is an integral part of the plan with support from Fox Cities Economic Development 

Partnership

• the assistance will provide material benefits to a broad segment of the traveling public, including 

business, educational institutions, and other enterprises, whose access to the national air 

transportation system is limited; and

 With the potential for $200,000 per year in recurring reductions to ARFF fees the impact 

will be spread across all travelers.

• the assistance will be used in a timely manner.

 ATW has provided a detailed plan which is ready to launch

ATW deserves additional consideration given the innovative approach to air service development, 

providing not only benefits to the local community but a new model for fire fighter training and developing 

a plan which could serve as a working model for other communities.
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 21

Appendix A: Required Summary 

Information

A. Applicant Information

Not a Consortium Community now receives EAS subsidy

Interstate Consortium Intrastate Consortium

Community previously received a Small Community Grant

If previous recipient, date of grant: _____2009____

expiration date of grant: _____None____

B. Public/Private Partnership

Public:

1. Outagamie County Regional Airport

Private:

1. Travel Advisory Group

C. Project Proposal

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 (specify)
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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D. Existing Landing Aids at Airport

Full ILS Outer/Middle Marker Published Instrument Approach

Localizer Other
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

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E. Project Cost

LINE DESCRIPTION SUB TOTAL TOTAL AMOUNT

1 Federal amount requested 425,000

2 State cash financial contribution 0

Local cash financial contribution

3a Airport cash funds 40,000

3b Non-airport cash funds 10,000

3 Total local cash funds (3a + 3b) 50,000

4 TOTAL CASH FUNDING (1 + 2 + 3) 475,000

In-Kind contribution

5a Airport In-Kind contribution**

5b Other In-Kind contribution** 80,000

5 TOTAL IN-KIND CONTRIBUTION

(7a + 7b)

80,000

6 TOTAL PROJECT COST (4 + 5) 555,000

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.

$80,000: FVTC will dedicate staffing to the completion of the strategic plan study
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 24

G. IS THIS 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 THE APPLICANT DELINQUENT ON ANY FEDERAL 

DEBT? (IF “YES”, PROVIDE EXPLANATION)

No Yes (explain) _____________________________________________
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – June 2012

Page | 25

Appendix B: Letters of Support