1 APPLICATION UNDER

SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM

DOCKET DOT

- OST

- 201 3

- 0120

SUMMARY INFORMATION

All applicants must submit this Summary Information schedule, as the application

coversheet , a completed standard form SF424 and the full application proposal

on www.grants.gov

. For your preparation convenience, this Summary Information schedule is located at http://www.dot.gov/policy/aviation

- policy/small

- community

- rural

- air

- service/SCA SDP

A. P ROVIDE THE LEGAL SPO NSOR AND ITS DUN AND BRADSTREET (D&B) DATA UNIVERSAL

NUMBERING SYSTEM (DUNS) NUMBER , INCLUDING +4, EMPLOYEE IDENTIFICAT ION NUMBER
(EIN) OR TAX ID

. Legal Sponsor Name: Lafayette Airport Commission

DUNS Number: 059118182

- 0000

EIN/Tax ID: 72

- 6001647

B. L IST THE N AME OF THE COMMUNITY OR CONSORTIUM OF COM MUNITIES APPLYING :

1. L AFAYETTE A IRPORT C OMMISSION

______________________

C

. P ROVIDE THE FULL AIRP ORT NAME AND 3

- L ETTER IATA A IRPORT C ODE FOR THE

APPLICANT ( S ) AIRPORT ( S ) (O NLY PROVIDE CODES FO R THE AIRPORT ( S ) THAT ARE ACTUALLY

SEEKING SERVICE ).

1. Lafayette Regional Airport (LFT) 2

.
3

. 4

.

D. L IST THE 2

- DIGIT CONGRESSIONAL DISTRICT CODE APPLIC ABLE TO THE SPONSORI NG

ORGANIZATION , AND IF A CONSORTIUM , TO EACH PARTICIPATIN G COMMUNITY

. 1. # 0 3 2

.2 3

. 4

.

E. A PPLICANT I NFORMATION : (C HECK A LL T HAT A PPLY )

Not a Consortium Interstate Consortium Intrastate Consortium

Community now receives subsidized Essential Air Service

Community (or Consortium member) previously received a Small Community Air Service Development Program Grant

If previous recipient: Year of grant (s) : 2004

F

. P UBLIC /P RIVATE P ARTNERSHIPS : (L IST O RGANIZATION NAMES )

PUBLIC PRIVATE

1. Lafayette Airport Commission 1.

2. Louisiana Department of Transportation
& Development 2.

3. 3.

4. 4.

5. 5.

G

. P ROJECT P ROPOSAL : ( 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)

H

. E XISTING L ANDING A IDS AT L OCAL A IRPORT :

Full ILS Outer/Middle Marker Published Instrument Approach

Localizer Other (specify) GPS Approach VOR DME Approach ASR

I

. P ROJECT C OST : D O NOT ENTER TEXT IN SHADED AREA3 L INE D ESCRIPTION S UB T OTAL T OTAL A MOUNT

1 Federal amount requested 289 ,500

2 State cash financial contribution 40,500

Local cash financial contribution

3a Airport cash funds 75,000

3b Non

- airport cash funds

3 Total local cash funds ( 3a + 3b ) 405,000

4 TOTAL CASH FUNDING ( 1+2+3 )

In

- K ind contribution

5 a Airport In

- Kind contribution **

5b Other In

- Kind contribution **

5 TOTAL IN

- KIND CONTRIBUTION

( 5

a + 5b ) 1

6 TOTAL PROJECT COST ( 4+ 5 ) 405,000

J . 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) and the value ($) of each.4 K

. I S T HIS A PPLICATION S UBJECT T O R EVIEW B Y S T ATE U NDER E XECUTIVE O RDER 12372

P ROCESS ?

a. This application was made available to the s tate 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 s tate for review.

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

L. I S T HE A PPLICANT D ELINQUENT O N A NY F EDERAL D EBT ? (I F “Y ES ”, P ROVIDE

E XPLANATION )

No Yes (explain)

______________________________________________________________________________

______________________________________________________________________________PROPOSAL UNDER THE SMALL COMMUNITY AIR SERVICE
DEVELOPMENT PROGRAM DOCKET DOT

- OST

- 2013

- 120
SUBMITTED BY:
LAFAYETTE AIRPORT COMMISSION
LEGAL SPONSOR

– LAFAYETTE AIRPORT COMMISSION
DUNS # 059118182

- 0000
U. S. CONGRESSIONAL DISTRICT # 3

AIR SERVICE NEEDS/DEFICIENCIES

Major Origin/Destination

– Not Served or Not Served Adequately

Lafayette Regional Airport (LFT) is a non

- hub airport that provides air service to major hubs (IAH, ATL and DFW) for connecting service. Three commercial airlines provid e service

– United Airlines, Delta Airlines and American Airlines. Cumulatively, these airlines provide approximately twenty inbound and twenty outbound flights per day.

Three barriers that affects passengers from choosing to fly in/out of LFT include the lack direct air service to desired locations such as Lad Vegas, New York and Los Angeles, smaller

- sized aircraft and a lack of education and understanding of the overall time and cost for air travel when passengers choose to fly in/out of a distant airport.

Over the past two years, passengers flying in/out of LFT have expressed frustration and dissatisfaction about flights being overbooked, not receiving their luggage when they arrive and flight time delays. These problems are a direct result of t he current air carriers ’ reluctance to provide larger aircraft that can accommodate the number of passengers who wish to fly in/out of

LFT.

Another major deficiency is a lack of direct service to both the east and west coast. Delta Airlines is the only air carrier serving LFT that has direct flights to Atlanta. United Airlines and American Airlines only offer direct service to Houston and Da llas respectively. Individuals
seekin g a more time efficient and cost effective air travel look to flying out of New Orleans, primarily choosing Southwest Airlines to obtain direct flights to locations such as New York, Las Vegas and Los Angeles.

Fare levels the Community Deems Relevant to Consideration

The internet and social media has radically changed the methods and preferences that individuals utilize to research and select their air travel. This change is especially relevant for the 18

– 49age demographic. A recent study conducted by the Pew Research Center reported that 87% of
individuals in the 18

– 49 age de mographic have a mobile device and utilize their mobile device
to access the internet. Mobile devices have become the main source for these individuals to
connect to social media and communicate with other individuals.

When researching and booking air t ravel, this age demographic primarily go es to travel websites such as Expedia and Kayak. When individuals utilize the travel websites , their main priority is to find the lowest possible airfare, followed by finding a direct flight to their desired destination.

Southwest Airlines is LFT’s major competitor for losing this age demographic. Southwest
Airlines offer s direct flights and bargain airfares, especially if a person books their air travel through the Southwest Airline’s website. Booking through an air carrier is becoming far more common as people are more comfortable with their navigation skills and prefer to book their own flight reservations . Listed below is a price comparison of airfares that can be booked through the
Southwest Airlines website verses the three major air carriers that fly in/out of LFT to major
destinations: (Airfares are based on a rou nd trip, five day stay for one person)

Travel to New York via New Orleans

- $207 Travel to New York via Lafayette

- $320

Travel to Las Vegas via New Orleans

- $196 Travel to Las Vega via Lafayette

- $357

Travel to Los Angeles via New Orleans

- $199

Tra vel to Los Angeles via Lafayette

- $346

All of the travel through New Orleans on Southwest Airlines are non

- stop flights. T ravel through Lafayette to the other destinations required a chang e of aircraft in either Houston,
Atlanta or Dallas.

When the LAC trip calculator is utilized to compare the actual travel costs to fly in/out of New Orleans as opposed to flying in/out of Lafayette

, the difference in cost was less than $100 for the convenience of flying in/out of Lafayette. This cost compariso n included the cost for parking and gas mileage to drive to/from New Orleans but did not include a cost factor for a person’s time to travel to/from Lafayette to New Orleans. When the comparisons were calculated the difference to fly to/from the three d estinations through Lafayette were:

New York

- $32 Las Vegas

- $80 Los Angeles

- $66Air Service Development Efforts Over the Past Three years and Results of Those Efforts

During the past three years, the LAC has made a concerted effort to promote fl ying Lafayette.
Successes have included a total revital ization of the “Fly Lafayette” Club which provides incentives and door prizes fo r individuals who join the club. The LAC website was updated and
added social media tools such as Facebook, Twitter and Foursquare. The trip calculator is located in a more prominent location on the LAC website to help with the ease of locating the calculator. Another marketing improvement has been the installation of an LED sign at the main entrance to the airport.

So me short lived successes included securing some direct flight service to destinations other than Houston, Atlanta and Dallas. In 2011, the LAC waived landing fees and terminal rent for four months and provided marketing funds to promote air service provid ed by Vision Airlines for twice weekly non

- stop air service on a seasonal basis to Destin/Panama City, Florida. Vision Airlines ceased flight operations at LFT after four months due to low passenger volumes.

During 2011 through 2012, the LAC waived landi ng fees and terminal rent and allowed a turn

around rate plus $35,000 in marketing funds to promote Allegiant Airlines direct air service to Las Vegas. Passenger load was high, but the airline discontinued air service after four months
due to economic rea sons.

The LAC has a standing offer to any airline to waive landing fees for airlines who will offer scheduled air service for their aircraft that is capable of offering first class for large groups and

out

- sized cargo.

Impediments that occurred over the past three years included a runway construction project that expanded a runway from 6,500 feet to 8,000 feet. This construction project reduced the number of usable runways for the take

- off and landing of aircraft. Duri ng this same time period, the LAC was required to comply with a congressional mandate for runway safety areas that left the airport with no instrument landing system. These barriers resulted in airline cancellations, lost baggage and diversions back to th e departure airport because no precision approved system was operational. Passengers expressed their aggravation and verbalized that they would use alternate airports for their future air travel needs because of the inconveniences that were created by the se problems.

During the past three years, the LAC has been in continuous communication and discussions with United Airlines, Delta Airlines and American Airlines requesting that the airlines increase the aircraft size and the number of flights to their current hubs. The LAC has also made aconcerted effort to encourage these airlines to offer direct air service to Chicago, Denver and
Charlotte.

STRATEGIC PLAN

The goal for this project is to research, develop and implement a social media program that will
reach and increase the number of individuals in the 18

– 49 age demographic to fly in/out of Lafayette Regional Airport. This goal will be accomplished by mee ting the following objectives:

• Conduct focus groups with individuals within the 18

– 49 age demographic to obtain information, insight, and opinions on the methods and tools that they utilize to research and plan their travel arrangements.

• Develop social media and analytic tools to reach and monitor travel related social media activity.

• Obtain opinions, insight and further recommendations from members of the focus groups regarding the improved and newly developed social media tools

.

• Fully implement soci al media and analytic tools.

• Maintain daily social media and analytic activities.

Focus Groups

Three separ ate focus groups will be formed for this project. Each focus group will be comprised
of a minim um of twelve individuals in the 18

- 49 age demogra phic. Each focus group will
include a combination of men and women from all socio

- economic levels who reside within the eight parish Acadiana region.

Each focus group session will take place over a two

- hour period with a qualified consultant initiating the session with a brief overview of the airport and the current social media tools that are used by the airport. The members of the focus group will be asked to share opinion s about flying in/out of Lafayette Regional Airport and the methods that they use to research and plan their travel arrangements.

The members of the focus group will also be asked to share the primary factors that they consider when making their travel arrangements and specifically identify the primary factors they consider when making arrangements to fly to/from a destination. Additional information will be obtained to identify the most desi rable locations that they choose to visit and the locationsth at they nee d to fly to for business purposes . The members of the focus groups will also be asked if they use other airports that are not located in the Acadiana re gion and if so, the names of those airports and the reasons that impacted their decision to utilize that airport. Based on the preferred travel destination s that are identified, the consu ltant will utilize the LAC trip calculator to demonstrate the true cost of flying in/out of Lafayette compared to flying in/out of a distant airport. Finally , the members of the focus group will be asked to share their thoughts and opinions of the most valuable social media tools that should be used to effectively
communicate and maintain contact with individuals in the 18

– 49 age demographic when they

resear ch and plan their travel arrangements.

All of the information gained and gathered from the focus groups will be reviewed and a comprehensive report will be prepared. The report will b e shared with the LAC board and staff

.

Development of Social Media and Analytic Tools

Based upon the information, opinions and recommendations obtained from the members of the focus groups, a comprehensive social media program will be designed to increase contact and communication with potential air travelers within the 18

- 49 age demographic. The current social media tools utilized by the airport

– Facebook, Twitter and Foursquare

– will be enhanced and other preferred and recommended social media tools will be added to maximize the number
of contacts and interaction w ith individuals with in the 18

– 49 age demographic.

During the development period, a comprehensive review of analytic and tracking tools will be
conducted. This review will include research on anal ytic tools that have a proven success record
with other airports to help assure that the appropriate analytic to ols are selected for obtaining accurate and pertinent informat ion . The analytic tools will help to track information such as the
number of contacts and communication activities that are received fro m the 18

– 49 age demographic, the number of persons within the 18

– 49 age demographic that ch oose to fly in/out of Lafayette and the number of individuals within the 18

– 49 age demographic who
choose to utilize the LAC trip calculator.

Evaluation and Recommendations for the New Social Media Program

Each of the three focus groups will be reconvened to view the new social media program. The participants will be asked to provide their opinions regarding the enhanced and newly added

soc ial media tools as well as the level of ease to utilize and access the various social media tools. All of the participants will be asked to prioritize their preferred social media tools and to make any recommendations for changes, additions and deletions to the soc ial media program. The
informatio n received from the members of the focus groups will be reviewed and a report will be prepared an d shared with the LAC board and staff

.Implementation of Social Media and Analytic Tools

After a complete review and e valuation of the information received from the second focus group sessions, the social media tools will be fully implemented and activated. Simultaneously, the analytic tools will be implemented and activated.

Continuous Monitoring and Maintenance of S ocial Media and Analytic Tools

Upon completion of the full implementation of the social media program, all aspects of the social media program will be monitored and maintained to assure that all contacts and communications receive a timely response. Wi th the addition of the analytic tools, all relevant information will be

c ollected on a daily basis. The collected data will be prepared into a monthly report that will
include information such as the number of contacts received from individuals within the 18

– 49 age demographic, any trends that can be detected, preferred social media tools and any changes and/or revisions that need to be made to improve the social media program. The monthly report
will b e shared with the LAC board and staff

.

FUNDING DESCRIPTION

Total 3 Year Budget: $405,000

Funding Requested Through the Small Community Air Service Development Program: $289 ,500

Other Funding Sources:

L afayette Airport Commission

- $75,000 Cash Match Louisiana Department of Transportation & Development

- $40,500 Cash Match

Funding Expenditures:

Year 1 Focus Groups

- $75,000

– 2 Professionals @ 160 Hours/Person Program Development

- $55,000

– 2 Persons @ 175 Hours/Person

Year 2 Program Development and Implementation

- $130,000

– 3 Professio nals @ 250 Hours/PersonYear 3 Program Implementation, Maintenance, Results Tracking

- $145,000

– 3 Professionals @ 310
Hours/Person

Total Project Budget: $405,000

T he professional consultant fees are based on current GSA billing rates with all profes sional consultants possessing a minimum of a bachelor’s degree in Mass Communications and at least five years of working in airport marketing and promotion.

At the end of the project period, the Lafayette Airport Commission will assume the financial

respo nsibility to maintain a viable social media program.

How This Project is Different from Previous Funding

In 2004, the Lafayette Airport Commission was awarded a grant in the amount of $240,000 through the Small Community Air Service Development Program. These funds were utilized to develop and implement a marketing program that focused on devel oping stronger relationships
with travel agencies, air service sales personnel and major employers to book their clients’ air service needs in/out of Lafayette Reg ional Airport. Traditional marketing methods were used such as the development of brochures and implementing a billboard campaign that was launched in adjacent states to encourage passengers utili zing other airports to consider flying in/out of Lafayette.

The proposed project is specifically designed to target individuals within the 18

– 49 age demographic by utilizing social media. Through the utilization of this age demographics preferred method for research and communication , the LAC social media pr ogram will be able to educate and communicate the positive aspects of flying in/out of Lafayette.

This project will also focus on gaining a better understanding and knowledge about this age

grou p’s social media preferences that will help to create a conti nuo us form of communication
with these individuals. This project will a lso develop and implement an analytic component to help assure that pertinent data is continuously collected and evaluated to maintain a viable social media program.LEGAL SPONS OR

The Lafayette Airport Commission, a public entity of the Lafayette Consolidated Government, will serve as the legal sponsor for the project. The LAC has the legal authority to assume the responsibility to ensure that all funding under federal, state and local laws will be carried out for all aspects of this grant program.