1

Proposal Under the 

Small Community Air Service 

Development Program 

Docket # DOT-OST-2013-0120 

Submitted By: 

City of Shreveport 

Shreveport Airport Authority 

DUNS #966608952 

Fourth Congressional District 

July 2013 
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Prepared By: 

Shreveport Airport Authority 

5103 Hollywood Avenue, Suite 300 

Shreveport, LA 71109 

Contact: 

Bryant L. Francis, C.M., Director of Airports 

Email: bryant.francis@shreveportla.gov

Mark Crawford, Marketing and Public Relations Manager 

Email: mark.crawford@shreveportla.gov
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NOTE: 

This document is prepared for the use of the United States of America 

Department of Transportation and the Shreveport Airport Authority for 

the Small Community Air Service Development Program. The data 

contained herein was obtained from sources deemed reliable as of 

 July 25, 2013. 
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Table of Contents 

 Page 

1. Appendix B.............................................................................5 

2. Executive Summary..................................................................8

-Proposal Objective...........................................................8 

-Current Air Service Deficiencies..........................................8 

-A Viable Solution.............................................................9

3. Shreveport: Economic Growth Requires Improved Access ...................10

-Port of Shreveport-Bossier................................................11 

-Barksdale Air Force Base..................................................12

4. Economic Outlook...................................................................13 

5. Service Decline at Shreveport Regional.......................................................14 

-Airlines and Nonstop Markets.............................................14 

-Fare Comparisons............................................................16 

-Current Needs...............................................................18 

6. Analysis of Funding Needed..........................................................19 

-Strategic Plan to Meet Needs of SCASDP..............................20 

7. Conclusion............................................................................30 

8. Letters of Support....................................................................22 
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APPLICATION UNDER 

SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM 

DOCKET DOT-OST-2013-0120 

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/SCASDP

A. PROVIDE THE LEGAL SPONSOR AND ITS DUN AND BRADSTREET (D&B) DATA UNIVERSAL NUMBERING SYSTEM 

(DUNS) NUMBER, INCLUDING +4, EMPLOYEE IDENTIFICATION NUMBER (EIN) OR TAX ID.

Legal Sponsor Name: City of Shreveport/Shreveport Airport Authority 

DUNS Number: #966608952 

EIN/Tax ID: 72-6001326 

B. LIST THE NAME OF THE COMMUNITY OR CONSORTIUM OF COMMUNITIES APPLYING: 

1. CITY OF SHREVEPORT/SHREVEPORT AIRPORT AUTHORITY

2. ____________________________________________________ 

3.____________________________________________________ 

4.____________________________________________________ 

C. PROVIDE THE FULL AIRPORT NAME AND 3-LETTER IATA AIRPORT CODE FOR THE APPLICANT(S) AIRPORT(S)

(ONLY PROVIDE CODES FOR THE AIRPORT(S) THAT ARE ACTUALLY SEEKING SERVICE). 

1. Shreveport Regional Airport (SHV) 2. 

3. 4. 

D. LIST THE 2-DIGIT CONGRESSIONAL DISTRICT CODE APPLICABLE TO THE SPONSORING ORGANIZATION, AND IF 

A CONSORTIUM, TO EACH PARTICIPATING COMMUNITY.

1. LA-04 2. 

3. 4. 
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E. APPLICANT INFORMATION: (CHECK ALL THAT APPLY) 

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, 2009 

F. PUBLIC/PRIVATE PARTNERSHIPS: (LIST ORGANIZATION NAMES) 

PUBLIC PRIVATE 

1.City of Shreveport 1. 

2.Bossier Parish Police Jury 2. 

3. Shreveport Bossier Convention Bureau 3. 

4.TownSquare Media 4. 

5.Bossier Chamber of Commerce 5. 

G. PROJECT PROPOSAL: (CHECK ALL THAT APPLY) 

 Marketing Upgrade Aircraft New Route 

 Travel Bank Service Restoration Subsidy 

 Surface Transportation Regional Service Revenue Guarantee 

 Launch New Carrier Start-up Cost Offset First Service 

 Study Secure Additional Service Other (explain below) 

Create an awareness campaign to citizens in our city and region of the air service available in SHV to increase 

demand and in turn seat capacity, number of daily departures and number of non-stop destinations. 

H. EXISTING LANDING AIDS AT LOCAL AIRPORT: 

Full ILS Outer/Middle Marker Published Instrument Approach 

Localizer Other: GPS Approach
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I. PROJECT COST: DO NOT ENTER TEXT IN SHADED AREA

LINE DESCRIPTION SUB TOTAL TOTAL AMOUNT

1 Federal amount requested $225,000 

2 State cash financial contribution 

Local cash financial contribution 

 3a Airport cash funds $25,000 

 3b Non-airport cash funds $50,000 

3 Total local cash funds (3a + 3b) $75,000 

4 TOTAL CASH FUNDING (1+2+3) $300,000 

In-Kind contribution 

 5a Airport In-Kind contribution**

 5b Other In-Kind contribution** $55,000 

5 TOTAL IN-KIND CONTRIBUTION 

(5a + 5b) 

 $55,000 

6 TOTAL PROJECT COST (4+5) $355,000 

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. 

TownSquare Media - $50,000, Bossier Chamber of Commerce - $5,000 

K. 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. 

L. IS THE APPLICANT DELINQUENT ON ANY FEDERAL DEBT? (IF “YES”, PROVIDE 

EXPLANATION) 

No Yes (explain) 
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Executive Summary 

Proposal Objective

The Shreveport Airport Authority, operator of Shreveport Regional Airport (SHV), respectfully 

submits its application for a grant under the Small Community Air Service Development 

Program in the amount of $225,000. This grant funding would be matched by $75,000 in local 

and airport funding (33%), and $55,000 in in-kind advertising from local and other community 

media outlets, making for a total grant of $355,000. 

This application is based on an analysis of current air service, utilization of that service, and 

opportunities for growing air service at SHV. The City of Shreveport and surrounding 

communities suffer from deficiencies in Shreveport Regional Airport’s current service pattern. 

There is a dire need for the creation and implementation of a campaign which will both educate 

and increase the public’s awareness of both new & existing service to support airlines in the 

overall success and profitability of its respective service in this market. 

The modest grant funding request is entirely consistent with the purpose of the Grant Program 

and Department funds will enable Shreveport Regional Airport to serve as the true regional 

airport that it once was and can become again. Any success garnered from the grant funding 

made possible through this program will have a significant and positive local economic impact. 

Current Air Service Deficiencies

Recent scheduling changes due to the challenges faced by airlines grappling with high oil costs 

have contributed to a reduction of service levels at SHV. The combination of a struggling 

national economy and higher airline fuel costs have resulted in insufficient capacity and price 

competition for travelers to and from the airport’s service area: 

 American Airlines reduced capacity at SHV beginning in January 2012 by switching 

from ATR aircraft to all regional jet service. There are 128 less seats per day offered, or 

3,840 per month. 

 This fall and winter, Delta Air Lines will decrease daily operations into SHV from 9 to 7 

flights a day which is a loss of 100 seats per day, or 3,000 seats per month. 

 Delta Air Lines will discontinue nonstop service to its Memphis hub at the end of August 

2013, which will reduce nonstop markets from 7 to 6 and offer fewer options to travelers 

destined for or originating from the Upper Midwest and East Coast. 

The net result of these service reductions is that the Shreveport community, which is highly 

dependent on air service access in support of both its burgeoning leisure and business economic 

bases, is now at risk of seeing growth suppressed due to lack of air service access. 
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A Viable Solution

If awarded the grant, the Shreveport Airport Authority’s goal is to implement an extensive 

regional awareness campaign using several advertising mediums to educate those within a 2-hour 

drive time of the service currently available at Shreveport Regional Airport coupled with the 

relative ease not only to get to the airport, but to get through it (close-in parking, quick check-in, 

short security screening waits). Further, the Airport Authority continues to work with existing 

and potential new entrant carriers to attract and recruit new or upgraded Upper Midwest or East 

Coast hub service and will include marketing of this new service, once announced, to the local 

community and region. The Airport and community have identified several carrier / route options 

for this potential new service: 

 Connect SHV directly to Chicago via American or United Airlines, which would greatly 

increase the number of cities that can be reached with one stop from SHV. 

 Marketing the upgrade of existing ATL service from 50-seat regional jets to 65-seat 

(CRJ-700) or larger jets. This approach would address the lack of available capacity to 

the important ATL hub, however, funds made available via this Grant Award would only 

be utilized if the total Delta capacity remains constant or increases over what was 

available prior to the implementation of larger aircraft. 

 Recruit new hub air service to Washington Dulles on United or Washington National on 

US Airways (American, post-merger). Dulles is a large East Coast hub airport and new 

nonstop service from Shreveport would open up enormous new connectivity for the 

community, especially given the number of military personnel traveling from Barksdale 

Air Force Base to Washington D.C. US Airways now offers more capacity at National 

than any other airline, and there is the potential to both serve the local O&D passenger as 

well as those accessing connect markets served from National. 

 Recruit new hub air service to Charlotte on US Airways (American, post-merger). 

Charlotte is a major US Airways hub and nonstop service from Shreveport would 

dramatically improve Shreveport air service options to the East Coast, as Delta’s existing 

ATL service already operates at very high load factors and with strong yields. 

 While Shreveport Regional Airport does have leakage to surrounding airports, which was 

evaluated in a 2010 Air Service Study, our airport is poised to grow substantially due to 

future regionalization and the superior geographic location of the airport itself. With 

airlines ramping up the phase-out of 50-seat and smaller regional aircraft, small markets 

will have to support larger aircraft to maintain service. Those which cannot are likely to 

lose some or all of the service currently operating. Several communities in the Pacific 

Northwest are prime examples of this potential, as they lost some or all service with 

Horizon Air as the airline transitioned from 37-seat turboprop to 76-seat turboprop 

aircraft several years ago. Being in the geographic center of a region with a total of six 

(6) non-hub airports with scheduled service, Shreveport is by far the busiest and will be 

able to support larger planes and additional flights. The infrastructure is already in place 

and the terminal facility can accommodate additional passenger, flight, and ground 

transportation activity. With superior interstate systems connecting SHV to the region, 

many more passengers than are currently served can access our airport quickly and 

efficiently. 
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Proven Success with New Approach & Purpose 

The approach the Authority proposes to implement will be a new one in comparison to past 

successful SCASD grant proposals. We propose to combine Grant funds through the Small 

Community Air Service Development Grant program with airport and locally-provided funds to 

implement a regional education & awareness campaign. This campaign will incorporate 

advertising and promotion funds to both highlight existing service available at SHV as well as to 

support airlines offering new or enhanced air service here. 

The Shreveport Airport Authority used a $500,000 Grant under the Program to support the 

inauguration of Northwest Airlink CRJ-200 service to Detroit in May 2004. This service was 

highly successful. Northwest was so pleased with its overall performance in Shreveport that it 

increased capacity on its Memphis service from CRJ-200 aircraft to ARJ-85 aircraft in May 2005 

until January 2006 when the aircraft were taken out of service due to high operational costs. 

Additionally, the Shreveport Airport Authority was awarded a $100,000 grant in 2009 for 

marketing of larger jet service on American Airlines to Dallas. Unfortunately, after three years of 

working with American to use the grant, the airline was unable to schedule the required type of 

aircraft in our market. Therefore, implementation of the grant award funds was not successful 

and the grant expired at the end of 2012. 

Shreveport: Economic Growth Requires Improved Access

Shreveport and Bossier City are located in the Northwest corner of Louisiana, and comprise the 

major commercial center for a tri-state area that encompasses portions of Louisiana, Texas, and 

Arkansas. 

Growing Population Base

The Shreveport/Bossier City community’s metropolitan statistical area (MSA) accounts for a 

population base of approximately 470,000 residents (60-minute drive time), an increase of over 

30,000 in the last decade. Shreveport Regional Airport is the air gateway to a total population of 

more than 800,000 within 90-minutes and 1.9 million are accessible by a 120-minute drive. 
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The region the airport serves continues to enjoy a thriving economy due to the stability of several 

key employers which are increasingly conducting business on a national and global basis. 

Port of Shreveport-Bossier

An example of the need for additional Upper Midwest or East Coast connectivity is the Port of 

Shreveport-Bossier, which is also expanding. 

Benteler Steel

In fall 2012, Germany-based Benteler Steel/Tube Co announced a $900-million, two-phase 

facility that will include both a seamless steel tube mill and a steel mill. The project occupies 330 

acres at The Port of Caddo-Bossier, where Benteler is creating 675 new direct jobs paying an 

average annual salary of $50,000, plus benefits. The project will have a huge impact on 

Northwest Louisiana. Specifically, its estimated that the large-scale project will lead to the 

creation of approximately 1,540 new indirect jobs, resulting in a total of more than 2,200 new, 

permanent jobs in the area as a result of the project. Additionally, during the term of Benteler's 

contract with the state which runs through 2035, it’s estimated that the project will result in total 

new earnings of $2.7 billion (approximately $150 million per year at full employment) in 

Northwest Louisiana and a total, cumulative economic impact of $16.2 billion in the region. 

With corporate offices in Germany, company executives and facility management and support 

staff will be traveling between Shreveport and Germany. New East Coast or Upper Midwest 

service would offer additional single-connection options when making the regular trip between 

SHV and the home office in Germany. 
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Ronpak

In 2012, Ronpak, a leading manufacturer of custom printed paper bags, packages and food wraps 

based in New Jersey, opened its new 155,000-square-foot manufacturing facility at the CaddoBossier Port. The company announced in July of 2011, it would build a $16.8 million 

manufacturing facility, which now serves as the company's new corporate headquarters. By 

2018, Ronpak will employ 275 people in Shreveport with an average annual salary of more than 

$40,500, plus benefits. Once the facility is fully open, those direct jobs also will result in 783 

new indirect jobs, leading to a total of more than 1,000 new jobs for North Louisiana. Ronpak 

will maintain a manufacturing facility in New Jersey and company executives will be traveling 

between Shreveport and New Jersey. Again, service to a new Upper Midwest or East Coast hub 

would allow additional connectivity not currently available at SHV. 

Elio Motors

Elio Motors will occupy one-third of the former General Motors plant’s three million square foot 

site and will produce three-wheeled vehicles capable of attaining over 80 highway miles per 

gallon and over 60 MPG in the city. The company says it expects to begin commercial vehicle 

production in mid-2014, with significant hiring at the Shreveport facility to begin by the second 

quarter of 2014 and full employment to be reached in late 2015. Elio is expected to employ 1,500 

people when it reaches full production. The two-seat vehicle will sell for $6,800. Suppliers and 

other manufacturing or distribution companies may occupy all or a portion of the remaining two 

million square feet and represent the potential of hundreds of additional jobs fueling the 

employment base once Elio Motors is in vehicle production mode. 

Barksdale Air Force Base

Further growth is occurring at Barksdale Air Force Base in Bossier City. The base employs 

approximately 9,500 employees directly and is home to most of the nation’s B-52 strategic 

bomber fleet. Military personnel from Barksdale are deployed throughout the world and fly 

commercial carriers. With many of them traveling internationally, an additional hub 

connection(s) to and from Shreveport are vital. In addition, Global Strike Command is based in 

Bossier City and many staff members travel weekly or monthly to Washington D.C. Adding an 

Upper Midwest or East Coast hub would allow for better connectivity to the nation’s capital. 

Local Medical Industry

Greater Shreveport has fast become a regional hub for health care and a nationally recognized 

medical community and a growing biomedical industry with the Biomedical Research Institute. 

More than 13,000 people are employed in the medical industry in Northwest Louisiana. A 

consortium of providers and researchers from the renowned Louisiana State University Health 

Sciences Center and Level 1 Trauma Center, the LSU Medical School, Overton Brooks VA 

Medical Center, Willis-Knighton Health System, the CHRISTUS Schumpert Health System, and 

the Shriner’s Hospital are working to meet the medical needs of tomorrow and to keep us at the 

forefront of health care advances. 
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Economic Outlook 

The economic outlook for Shreveport is one of growth from many directions. The planned I-49 

extension from Shreveport to Texarkana, Arkansas, is under construction and will open up major 

traffic flow through Northwest Louisiana. I-69 is expected to cross through Northwest Louisiana 

on its way from Memphis to Houston, also opening up the region to more traffic flow. 

National retailers continue to negotiate for development space in Shreveport, as a result of 

shopping patterns that bring regional consumers from as much as two hours’ drive time. 

Shreveport is the regional hub for healthcare services, drawing patients from East Texas, 

Southwest Arkansas and North Louisiana. Shreveport has two major private hospital systems 

and one major public hospital system with a nationally accredited medical school. All three 

institutions continue to expand in sophistication of service and technology. The health care 

industry in Shreveport will continue to expand as outlying areas relinquish more services that 

cannot be cost justified. 

Commuting patterns into the Shreveport-Bossier City MSA show a greater influx of workers 

from outlying areas, not included in the population estimate. 

The Shreveport-Bossier City economy is becoming even more regional as interstate systems 

expand, retail trade options expand, and healthcare services expand, not to mention tourism 

opportunities such as casinos and the expansive convention center and adjoining Hilton Hotel. 

This growth in infrastructure now must be matched by expansion in air service access. 
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Service Declines at Shreveport Regional 

Shreveport Regional Airport is classified as a Non-Hub airport by the FAA for calendar 

year 2013. Because of airline industry related shifts, enplanements have varied greatly in 

any given year since 1990. These levels have ranged from 250,524 to nearly 400,000. 

The airport is currently served by four airlines operating primarily regional jet aircraft. In 

July 2013, the airport had 24 peak daily departures to five hub airports and two leisure 

destinations. This compares to 41 daily departures just prior to the September 11, 2001 

terrorist attacks. 

Year Total Passengers Variance 

2003 546,390 0.0% 

2004 576,450 5.5% 

2005 623,430 8.1% 

2006 597,600 -4.1% 

2007 584,710 -2.2% 

2008 529,840 -9.4% 

2009 467,040 -11.9% 

2010 460,160 -1.5% 

2011 507,040 10.2% 

2012 531,980 4.9% 

Source: Sixel Consulting Group 

Over the last ten years, SHV’s capacity is down 30.5%, passenger traffic is down 16.8%, 

and the domestic fare is up 46.6% to an average of $269 one-way. This indicates a better 

utilization of capacity than in years past, which is necessary in today’s economic 

environment, and with fares which have risen sharply. Through moderately increased 

capacity coupled with a more competitive air fare to those offered at surrounding airports, 

SHV’s passenger traffic could grow significantly. 

Airlines and Nonstop Markets

The airport is currently served by four airlines offering the following nonstop routes: 

Airline Destination Daily Frequency Delta Air Lines 

Delta Air Lines 

American Airlines

Atlanta 

Memphis

7 round trips 

2 round trips 

Dallas/Ft. Worth 8 round trips 

United Airlines Houston 5 round trips

United Airlines Denver 1 round trip

Allegiant Air 

Allegiant Air

Las Vegas

Orlando

4 round trips / week

3 round trips / week

TOTAL DAILY 24 round trips / day

Source: OAG list of SHV scheduled service August 2013
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As indicated by this outline of service, there is a dearth of access to the Upper Midwest 

and East Coast. On August 28, 2012, United Airlines inaugurated nonstop service to 

Denver. This is proving to be a success story for the SHV market, as the service has 

consistently improved and continues to strengthen. Service to Denver had never been 

attempted from SHV. Denver is a unique market in that, of the six airports in the 120-

minute drive time region, only SHV enjoys and can support this nonstop service. The 

decision by United to open up unparalleled access to the Mountain West, West Coast, and 

Western Canada via Denver can be used as an example for what new service to an Upper 

Midwest or East Coast hub would do in growing the local market and providing 

improved access to the national transportation system. 

The following two route maps demonstrate the shift in, and decline of, nonstop hub 

service from SHV. In 2007, there was nonstop service to Cincinnati, Chicago, and 

Detroit, none of which exist today. Upper Midwest and East Coast access was excellent 

in 2007, thanks to the service offered to these hubs, but is virtually nonexistent today. 

SHV Route Map 2007
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SHV Route Map as of August 2013

Fare Comparisons

Over the last ten years, the domestic average one-way fare is up 46.6% at SHV to $269. 

This fare was the 11th highest in the nation of Lower 48 Airports with at least 75,000 

O&D passengers, as depicted below: 

Rank Market Domestic O&D Domestic PDEW Average One-Way 

Fare 

1 Minot 324,120 443 $330 

2 Dothan 80,670 110 $325 

3 Williston 78,670 108 $292 

4 Grand Forks 142,590 195 $287 

5 Idaho Falls 191,350 261 $285 

6 Columbus, GA 112,310 153 $278 

7 NW Arkansas 837,400 1,144 $277 

8 Lawton 96,860 132 $276 

9 Laredo 121,470 166 $275 

10 Bismarck 361,080 493 $274 

11 Shreveport 429,600 587 $269 

Source: Sixel Consulting Group 

Of the Top 20 airports in this ranking, only Northwest Arkansas served more Domestic 

O&D passengers than Shreveport Regional. 
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A look at the top 12 destinations within the Midwest and East Coast from Shreveport 

shows a similar picture. Clearly Shreveport has inadequate air service by the measure of 

airfares paid in comparison to nearby airports. It should be noted that both Chicago and 

Washington DC (DCA & BWI) are represented on this list of fares. As expected, DFW 

offers lower fares in most markets, which is likely due to high levels of competition and 

the existence of national low-cost carriers serving DFW from several domestic cities. 

Based on the chart above, SHV’s fare is higher than the other three (3) airports in six of 

12 markets. 

Airlines serving SHV have deemed this market to be primarily a business vs. leisure one. 

Therefore, the average fares tend to be higher than those available at surrounding 

airports. To combat higher fares, it is the airport’s goal to increase seat capacity, daily 

scheduled departures, and nonstop routes to become the airport of choice within a 2-hour 

drive time. With increased competition and capacity, the market may realize a decline in 

average fares. To entice additional passenger activity, the Airport would like to launch a 

targeted advertising and awareness campaign. With a focus on offering superior access to 

the national transportation system when compared to other surrounding airports, and ease 

of ground accessibility via I-20 and I-49, the campaign will be designed to educate and 

create Top of Mind awareness among air travelers. 
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Current Needs

Analysis of the Shreveport market provides the following conclusions: 

 Service Providers: Shreveport now has a limited number of airlines providing 

service. 

 Lack of Hub Connectivity to the Upper Midwest and East Coast: The 

upcoming discontinuation of Delta Air Lines service to its Memphis hub delivers 

further strain to our market with limited airline service to the Upper Midwest and 

East Coast and no hub connections to the east beyond Atlanta, which Delta 

already operates at a high frequency with a corresponding high load factor. 

 Need for Additional Seats: Shreveport Regional Airport has limited capacity 

with service primarily aboard 50-seat regional jets. Larger jets being flown into 

new or existing markets would open up more capacity for the Shreveport region’s 

residents and visitors. 

 Need for Increased Education & Awareness to Support Existing Service: 

Shreveport Regional Airport currently advertises primarily within the 60-minute 

drive time area, relying heavily on print and billboard advertising in addition to 

select television advertising, as well as special event sponsorships. With a 

population of 1.9 million within a 2-hour drive time, the airport is in a prime 

location to entice additional travelers. Through a professionally developed 

awareness campaign, it is believed that more travelers who currently do not make 

SHV their airport of choice will, through the consistent and varied delivery of 

information specifically related to existing services available, be given a new 

opportunity to make use of service offered by our carriers. Further, through 

announcement of new or improved service, the airport will work with the 

airline(s) providing that service to adequately and appropriately promote that 

service as part of the awareness campaign.

The Shreveport Airport Authority is requesting $225,000 as part of this proposal to 

participate in the 2013 Small Community Air Service Development Program. If awarded, 

this grant will be complimented by a 33% percent community match to promote greater 

awareness of existing air service as well as to court, secure, initiate and market improved 

Upper Midwest or East Coast air service. 

Since air service can be affected by many factors, the Shreveport Airport Authority 

recognizes the need to have numerous options with this proposal. While the primary goal 

of this proposal is to create and implement a professionally developed awareness 

campaign to increase usage of existing service, the Airport also believes there is an 

opportunity to attract new service to a currently unserved market or to realize an increase 

in capacity to an existing nonstop market. 
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Analysis of Funding Needed to Implement This Plan

The Shreveport Airport Authority will solicit requests from and negotiate with local 

advertising agencies to agree upon and implement a broad-based, region-wide, education 

& awareness campaign. This program would consist of utilizing the most effective 

mediums, which may vary in different parts of the region. Further, modifications or 

adjustments to the program would be made as needed. This would be warranted either 

due to a change in message, to offer fresh information, to incorporate a new medium, to 

increase or decrease media buys, to announce new or enhanced service, or other reasons. 

The program would be implemented in 2014 and continue for 2-years. Based upon 

ongoing discussions with air carriers, SHV is expected to add to its roster of nonstop 

markets by 2015, depending upon economic conditions and continued demand levels 

which warrant such service considerations by the airlines. 

The funds will be used as follows: 

 $225,000 for aggressive marketing and promotion of existing as well as the 

introduction of new or improved air service @ SHV within East Texas, Northeast 

and Mid-to-Southern Louisiana and Southern Arkansas. 

 $75,000 for aggressive marketing and promotion of existing service as well as the 

introduction of new or improved service in the Shreveport-Bossier area. 

 Funding for this $300,000 education & awareness program would be evenly 

divided between the 2-years of its existence at approximately $150,000 annually, 

and further strengthened by the in-kind component. 
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Strategic Plan to Meet Needs of Small Community Air Service Development Program

If successful in the awarding of the Small Community Air Service Development 

Program, the Airport Authority will continue its ongoing negotiations with airlines to 

develop hub service to Chicago, Charlotte, Washington Dulles or another Upper Midwest 

or East Coast city. 

A key component of the success of future air service is the success of existing service. In 

order to grow service, SHV must ensure it is doing its part to educate those within its 

market area about the superior services which are presently available. With increased 

passenger activity, airlines are more likely to consider the market for an increase in 

capacity (whether through additional frequency and/or utilizing larger aircraft). As 

marketing, advertising, and promotion has generally been on the decline within the airline 

industry, it is imperative for a small market such as SHV to increase its efforts. Airlines 

generally are not interested or do not have sufficient funding to advertise in or around 

Shreveport. With the assistance of this grant award, the airport can positively affect 

awareness, contribute to increased usage, attract additional capacity, and hopefully 

realize a reduction in average air fare. 

As it pertains to new or enhanced air service, the Airport Authority’s goal is to enter into 

an agreement with an airline that will provide long-term service which is profitable to the 

airline and self-sustaining shortly after service start-up and also is beneficial to the 

community by providing new or enhanced connectivity through a hub airport. If the new 

service is marketed properly beginning soon after announcement, it has a better chance of 

success. 

The target audience for this new service will be similar to the existing customer now 

utilizing Shreveport Regional Airport. An estimated 70 percent of the airport’s customer 

base is business travelers, which will also be a key target for the new hub service. In 

cooperation with the airline, a particular emphasis will be placed on marketing and 

promoting the new or improved air service to companies and individuals using 

Shreveport air service which may have a need to travel to that hub city or via that hub to 

reach other cities. 

The Airport Authority believes a reasonable timetable for the creation and 

implementation of the education & awareness campaign is as follows: 

 Awarding of SCASD grants: Fall 2013 

 Negotiations with ad agencies: Fall/Winter 2014 

 New awareness campaign introduction: Spring 2014 

 Grant close-out: Fall 2016
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The Shreveport Airport Authority will act as the lead agent with the Department of 

Transportation staff in administration of the grant. The Shreveport Airport Authority’s 

Director of Airports is Bryant L. Francis, C.M.; with Deputy Director of Airports, Bill 

Cooksey and Marketing and Public Relations Manager Mark Crawford as the DOT’s 

contacts for this grant. Mr. Francis, Mr. Cooksey and Mr. Crawford can be reached at 

(318) 673-5370. 

Program Assurances

As the sponsor, the Shreveport Airport Authority of the City of Shreveport and its 

governing board will be the responsible parties for all fiscal matters and the Department's 

reporting requirements. The Shreveport Airport Authority is established as a public 

department of the City of Shreveport. As a public entity, the Department can be assured 

that proper financial controls are in place to guarantee that the Department’s Grant will 

be used in accordance with any subsequent agreement. The Shreveport Airport Authority 

understands that the grant is a reimbursable grant, meaning the Authority is responsible 

for program expenditures and will submit invoices to the Department for reimbursement, 

based on a percentage of the total grant request. 

Conclusion 

In summary, the Shreveport Airport Authority believes the provision of federal dollars 

toward the creation and implementation of a regional educational & awareness campaign, 

which may include a component to market new or enhanced routes from Shreveport to 

the Upper Midwest and East Coast, will benefit a number of cities and states which our 

airport serves. 

Because Shreveport Regional serves a wide catchment area within a three-state region, 

citizens and businesses in North Louisiana, East Texas, and South Arkansas will all 

benefit from better education offered about current levels of service as well as additional 

access to the national transportation system through new or enhanced air service. Also, 

businesses which are continuing to invest heavily into this region’s economy will provide 

a steady stream of customers who need to travel by air, whether for business or leisure. 
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