Panama City, Florida

Application for a

Small Community Air Service Development Program Grant

Docket DOT-OST-2014-0113

By the Panama City-Bay County Airport and Industrial District

For the Northwest Florida Beaches International Airport

DUNS# 096597869

Congressional District: FL-2
APPLICATION UNDER

SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM

DOCKET DOT-OST-2014-0133 

SUMMARY INFORMATION1

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: 

Name of Signatory Party for Legal Sponsor:

DUNS Number:

EIN/Tax ID:

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

1.____________________________________________________

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. 2.

3. 4.

1 Note that the Summary Information does not count against the 20-page limit of the SCASDP application.

Enter Y or N

Panama City - Bay County Airport and Industrial District

Mr. Parker W. McClellan, Jr., Executive Director

096597869

59-6002804

Panama City, Florida

Northwest Florida Beaches Int'l. Airport (ECP)
DOES THE AIRPORT SEEKING SERVICE HOLD AN AIRPORT OPERATING CERTIFICATE ISSUED BY 

THE FEDERAL AVIATION ADMINISTRATION UNDER 14 CFR PART 139? (IF “NO”, PLEASE 

EXPLAIN WHETHER THE AIRPORT INTENDS TO APPLY FOR A CERTIFICATE OR WHETHER AN 

APPLICATION UNDER PART 139 IS PENDING.) 

Yes No (explain)

______________________________________________________________________________

______________________________________________________________________________

D. LIST THE 2-DIGIT CONGRESSIONAL DISTRICT CODE APPLICABLE TO THE SPONSORING 

ORGANIZATION, AND IF A CONSORTIUM, TO EACH PARTICIPATING COMMUNITY.

1. 2.

3. 4.

E. APPLICANT INFORMATION: (CHECK ALL THAT APPLY) 

Not a Consortium Interstate Consortium Intrastate Consortium

Community currently receives subsidized Essential Air Service

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

Service Development Program Grant

If previous recipient: Provide year of grant(s):_______________________________; and, 

the text of the grant agreement section(s) setting forth the scope of the grant project:

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

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

PUBLIC PRIVATE

1. 1.

2. 2.

3. 3.

4. 4.

5. 5.

✔

✔

FL-02

✔

2007

- Secure scheduled airline service to Charlotte, North Carolina; Houston, Texas; and/or Dallas Ft. Worth, Texas;

- Provide station operating cost support for the new service; and

- Provide marketing and advertising support for the new service. - Secure scheduled airline service to Charlotte, North Carolina; Houston, Texas; and/or Dallas Ft. Worth,

Texas;

- Provide station operating cost support for the new service; and

- Provide marketing and advertising support for the new service.

Panama City-Bay County Airport and Industrial District Panama City Beach CVB/Bay County TDC

The St. Joe Company

Panama City Beach Chamber of Commerce

Bay County Chamber of Commerce
G. PROJECT PROPOSAL:

 1. GRANT GOALS: (CHECK ALL THAT APPLY) 

Launch New Carrier Secure Additional Service Upgrade Aircraft

First Service New Route Service Restoration

Regional Service Surface Transportation Professional Services2

Other (explain below)

2. FINANCIAL TOOLS TO BE USED: (CHECK ALL THAT APPLY) 

Marketing (including Advertising): promotion of the air service to the public 

Start-up Cost Offset: offsetting expenses to assist an air service provider in setting up a 

new station and starting new service (for example, ticket counter reconfiguration)

Revenue Guarantee: an agreement with an air service provider setting forth a minimum 

guaranteed profit margin, a portion of which is eligible for reimbursement by the 

community 

Recruitment of Air Carrier: air service development activities to recruit new air service, 

including expenses for airport marketers to meet with air service providers to make the 

case for new air service

Fee Waivers: waiver of airport fees, such as landing fees, to encourage new air service; 

counted as in-kind contributions only 

Ground Handling Fee: reimbursement of expenses for passenger, cabin, and ramp (below 

wing) services provided by third party ground handlers 

Travel Bank: travel pledges, or deposited monetary funds, from participating parties for 

the purchase of air travel on an air carrier, with defined procedures for the subsequent use 

of the pledges or the deposited funds; counted as in-kind contributions only 

2 “Professional Services” involve a community contracting with a firm to produce a product such as a marketing 

plan, study, air carrier proposal, etc.

✔ ✔

✔

✔

✔
Other (explain below) 

______________________________________________________________________________

______________________________________________________________________________

H. EXISTING LANDING AIDS AT LOCAL AIRPORT: 

Full ILS Outer/Middle Marker Published Instrument Approach 

Localizer Other (specify)

I. PROJECT COST: DO NOT ENTER TEXT IN SHADED AREA

LINE DESCRIPTION SUB TOTAL TOTAL AMOUNT

1 Federal amount requested

2 State cash financial contribution

Local cash financial contribution

3a Airport cash funds

3b Non-airport cash funds

3 Total local cash funds (3a + 3b)

4 TOTAL CASH FUNDING (1+2+3)

In-Kind contribution

5a Airport In-Kind contribution**

5b Other In-Kind contribution**

5 TOTAL IN-KIND CONTRIBUTION 

(5a + 5b) 

6 TOTAL PROJECT COST (4+5)

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.

✔ ✔

✔ ✔

✔

GPS based RNAV

Enter Y or N

$400,000

$0

$0

$350,000

$350,000

$750,000

$962,700

$100,000

$1,062,700

$1,812,700

5(a) - Airport rents/fees rebate $962,700. Source is airport general fund.

5(b) - Panama City Beach Chamber of Commerce and Bay County Chamber of

Commerce - $50,000 from each entity.
K. IS THIS APPLICATION SUBJECT TO REVIEW BY AN AFFECTED 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 LEAD APPLICANT OR ANY CO-APPLICANTS DELINQUENT ON ANY FEDERAL DEBT?

(IF “YES”, PROVIDE EXPLANATION) 

No Yes (explain)

______________________________________________________________________________

______________________________________________________________________________

APPLICATION CHECKLIST

INCLUDED? ITEM

For Immediate Action

Determine Eligibility

New Grants.gov users must register with www.grants.gov.

Existing Grants.gov users must verify existing www.grants.gov account has not expired 

and the Authorized Organization Representative (AOR) is current.

For Submission by 5:00 PM EDT on July 31, 2014

Communities with active SCASDP grants: notify DOT/X50 of intent to terminate 

existing grant in order to be eligible for selection in FY2014 

Complete Application for Federal Domestic Assistance (SF424) via www.grants.gov

Summary Information schedule complete and used as cover sheet (see Appendix B)

Application of up to 20 one-sided pages (excluding any letters from the 

community or an air carrier showing support for the application), to include:

x A description of the community’s air service needs or deficiencies.

x A strategic plan for meeting those needs under the Small Community Program.

x A detailed description of the funding necessary for implementation of the 

community's project. 

x An explanation of how the proposed project differs from any previous projects 

for which the community received SCASDP funds (if applicable). 

x Designation of a legal sponsor responsible for administering the program.

x A motion for confidential treatment (if applicable) – see Appendix D below.

✔

✔

Enter Y or N

N/A

N/A

N/A

N/A

Yes

Yes

Yes

Yes

Yes

Yes

Yes

No



 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Table of Contents 

1. Executive Summary .................................................................................................. 1

1.1 Introduction and Background ..................................................................................... 1

1.2 Previous SCADSP Grant Awards .............................................................................. 2

2. Overview of ECP Market ......................................................................................... 3

2.1 Catchment Area ......................................................................................................... 3

2.2 Economic Base and Tourism ..................................................................................... 4

2.2.1 Economic Base ......................................................................................................... 4

2.2.2 Tourism .................................................................................................................... 5

2.3 Historical Air Service Trends..................................................................................... 6

2.3.1 Airline Base and Destinations Served ....................................................................... 6

2.3.2 Traffic and Fares ....................................................................................................... 7

2.4 Current Deficiencies and Proposed New Service ....................................................... 8

2.4.1 Air Service Development Efforts and Current Needs/Deficiencies ........................... 8

2.4.2 Proposed New JetBlue Service ................................................................................. 8

3. Strategic Plan for Air Service ................................................................................ 10

3.1 Strategic Goals and Objectives ................................................................................ 10

3.2 Public-Private Partnership ........................................................................................ 11

3.3 Strategic Use of Funds, Implementation Timeline and Monitoring ......................... 12

3.4 Funding Plan and Grant Request .............................................................................. 14

3.5 Legal Sponsor .......................................................................................................... 15

Appendix A: Additional Support Letters 

Appendix B: New York City Media Articles Regarding Northwest Florida Beaches International 

Airport Catchment Area Tourism 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

1. Executive Summary 

1.1 Introduction and Background 

The Panama City – Bay County Airport and Industrial District (“District”) requests a grant of 

$400,000 from the U.S. DOT’s Small Community Air Service Development Program to help 

provide marketing support for a new daily JetBlue Airways service between Northwest Florida 

Beaches International Airport in Panama City, Florida (“Airport” or “ECP”) and John F. Kennedy 

International Airport in New York City, New York (“JFK”). The grant will be supplemented with 

$350,000 in local cash contributions from organizations focused on inbound marketing and 

$1,062,700 of in-kind contributions, including support from organizations focused on outbound 

marketing and airport cost rebates for the new service. 

The new JetBlue service envisioned in this grant application would help to address two significant 

air service deficiencies at the Airport as identified by the District. It would provide new nonstop 

service in the top unserved O&D market from the Catchment Area (see definition in Section 2.1 

below) – New York City. A new JetBlue ECP-JFK service would also broaden the carrier base at 

the Airport and provide downward fare pressure in key markets to the Northeast portion of the 

United States, significantly stimulating air travel volumes between the Northeast and the entire 

Florida Panhandle Region. 

The proposal also meets five of the six priority selection criteria set out in the Notice of Order 

Soliciting Community Proposals: 

 “The community or consortium will provide a portion of the cost of the activity from local 

sources other than airport revenue sources.” A broad range of local private entities are 

contributing $350,000 in cash plus $100,000 of in-kind support. This constitutes a 112.5% 

match of the grant request amount of $400,000. 

 “The community or consortium has established or will establish a public-private partnership 

to facilitate air carrier service to the public.” A partnership has been formed in support of 

the new JetBlue ECP-JFK service between the Airport (public) and the following private 

entities: Panama City Beach Convention and Visitors Bureau/Bay County Tourist 

Development Council, The St. Joe Company, the Panama City Beach Chamber of Commerce 

and the Bay County Chamber of Commerce. Each entity will play an active role in the 

marketing campaign (either inbound or outbound) designed to support the new JetBlue 

service. 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

 “The assistance will provide material benefits to a broad segment of the traveling public, 

including businesses, education institutions and other enterprises, whose access to the 

national air transportation system is limited.” The assistance would facilitate the only 

nonstop, low-cost carrier service to New York City and the Northeast portion of the United 

States from the entire Florida Panhandle Region. This service would help economically 

support a wide range of tourism-dependent businesses in the Catchment Area and the Region 

as a whole by providing a new source of relatively affluent travelers. In turn, local residents 

and businesses from as far away as Pensacola and Tallahassee would gain new, nonstop lowfare access to New York City and the Northeast. 

 “The assistance will be used in a timely manner.” We have coordinated this proposal with 

JetBlue and new service (and the assistance envisioned by this grant) could be implemented 

as early as Spring 2015, with the funds being used within a two-year time frame as requested 

by the U.S. DOT.

 “Multiple communities cooperate to submit a regional or multistate application to 

consolidate air service into one regional airport.” Although this proposal does not 

consolidate all air service into one regional airport, it envisions a unique service from the 

airport most centrally located in the Florida Panhandle Region that residents and businesses 

in the entire Region can benefit from and should support. It would have the practical effect 

of making the Airport the de facto regional gateway to the Northeast at the present time. 

1.2 Previous SCADSP Grant Awards 

In 2007, the Panama City – Bay County Airport and Industrial District was awarded a grant of 

$575,000 to help offset (as described in the 2007 application), ”a revenue guarantee, marketing 

assistance and start-up cost relief for three daily regional jet flights to new destination hubs in the 

Southeastern U.S. (Charlotte) or to the Southwestern U.S. (Dallas and Houston).”

The current proposed project represents a new project and does not violate the “Same Project” 

limitation as described in the Notice of Order Soliciting Community Proposals. The goals and 

objectives of the current application, securing new daily service to a low-cost carrier destination 

hub in the Northeast United States via mainline aircraft are substantially different from the goals 

and objectives described in the 2007 application. Additionally, the means by which the goals and 

objectives are to be achieved are somewhat different, as the current application does not 

contemplate the use of a revenue guarantee as the 2007 application did. Finally, the current 

application will support service from the new Northwest Florida Beaches International Airport 

which opened for commercial flights in May 2010, rather than now closed Panama City – Bay 

County International Airport as proposed in the 2007 application. 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

2. Overview of ECP Market 

2.1 Catchment Area 

The Northwest Florida Beaches International Airport is located in Bay County, Florida, 

approximately 18 miles northwest of Panama City, Florida. The Airport is one of four airports 

providing commercial service in the Florida Panhandle Region and is the airport most centrally 

located in the middle of the Region (see map below). This favorable geographic positioning for 

serving the entire Region was a significant reason why Southwest Airlines chose the Airport as its 

initial gateway for the Region, commencing service to the Region in conjunction with the Airport’s 

opening. 

The Northwest Florida Beaches International Airport primary catchment area (depicted in blue in 

the map below, referred to as “Catchment Area”) is a six-county area with an approximate 

population of 484,000 in 2013. The primary catchment area also overlaps with significant portions 

of the Northwest Florida Regional Airport (“VPS”) catchment area. A broader secondary 

catchment area includes nine additional counties in Florida (including the counties where the major 

population centers of Pensacola and Tallahassee are located – each within two hours driving time 

from the Airport), five counties in southeast Alabama and two counties in southwest Georgia. The 

primary and secondary catchment areas together have a population of over 1.5 million. Given the 

catchment areas described above, a new JetBlue service (the only nonstop, low-cost carrier service 

to New York City and the Northeast portion of the United States from the Region) could reasonably 

be expected to bring material benefits to a wide range of travelers in not just the local community, 

but the Region as a whole. 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

2.2 Economic Base and Tourism 

2.2.1 Economic Base 

Economic indicators statistically correlated to air travel demand can be used as a broad proxy for 

the potential ability of the Catchment Area population to utilize new air service (e.g., a new JetBlue 

ECP-JFK flight). The Catchment Area has had, and is in most cases forecast to continue to have, 

significantly better performance than the United States as a whole using economic indicators such 

as annual population growth, unemployment rate, Gross Regional Product growth and total 

personal income growth (see table below). 

Economic Indicators Correlated to Air Travel Demand

ECONOMIC INDICATOR 

ECP 

CATCHMENT FLORIDA U.S. 

2003-2013 Annual Population Growth 1.1% 1.4% 0.9% 

2013-2020(f) Annual Population Growth 1.2% 1.4% 1.0% 

June 2014 Unemployment Rate (not seas. adj.) 4.9% 6.2% 6.3% 

2003-2013 Annual GRP Growth 1.9% 1.4% 1.4% 

2013(est.)-2020(f) Annual GRP Growth 2.4% 2.6% 2.2% 

2003-2013 Annual Total Pers. Income Growth 1.4% 0.8% 1.0% 

2013(est.)-2020(f) Annual Total Pers. Income Growth 1.1% 1.2% 1.3% 

Sources: Woods & Poole Economics, Inc., CEDDS 2014 data and U.S. Bureau of Labor Statistics.

The Catchment Area’s economic base remains closely tied to the military and tourism. Despite this 

somewhat limited scope, a recent local revenue bond ratings report noted that the Catchment Area’s 

economy had been “resilient through the [recent] economic downturn,” in part due to the stabilizing 

influence of these sectors. The Catchment Area is part of the largest military base footprint in the 

United States. Naval Support Activity Panama City and Tyndall Air Force Base (employing nearly 

10,000 people), along with nearby Eglin Air Force Base, are a catalyst for the development of a 

strong cluster of research activity, defense contractors and aviation and aerospace related 

companies and suppliers. A new JetBlue ECP-JFK service, for example, would prove attractive to 

a defense contractor such as Raytheon which has a significant business presence in both the 

Catchment Area and the Northeast (where the company is headquartered). Additionally, large 

locally-headquartered employers such as Eastern Shipbuilding Group, a vessel construction and 

repair operation, have significant business contacts with the New York City area and the Northeast. 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

2.2.2 Tourism 

Growth in tourism-related revenues can be used as a broad proxy for the relative attractiveness of 

the Catchment Area to potential inbound passengers who would utilize new air service. While 

inbound passengers may also be traveling to the area for business, tourist traffic has historically 

made up a significant portion of the Catchment Area’s inbound air passenger volume. As shown 

below, the value of tourist development tax receipts in Bay County (the county that the Airport is 

located in) has grown much more rapidly from 2004-2013 than in any of the other top Florida 

counties that are the most popular destinations for inbound tourists. 

Source: Florida Department of Revenue. Value of 1% of Tourist Development Tax. 

The Catchment Area’s renowned beaches currently attract over 14 million tourists a year and 

generate approximately $3 billion in visitor spending that is vital to the local economy (St Andrews 

State Park in Bay County and St. Joseph Peninsula State Park in Gulf County have each been 

ranked as the “Best Beach in the United States” in recent years in beach expert Stephen 

Leatherman’s annual rankings). In the Panama City area alone, approximately 22,000 jobs are 

dependent on tourism. 

 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Despite rapid overall tourism growth in recent years, the Catchment Area’s tourist base is still 

predominately drive-oriented and Southern in origin. According to recent statistics from the 

Panama City Beach Convention and Visitors Bureau, approximately 12 percent of visitors to the 

area arrive by air. Visitors to the Catchment Area arriving by air typically spend more than tourists 

arriving by car and spend more nights at their destination. 

A new JetBlue ECP-JFK service has the potential to provide significant local economic benefits by 

attracting relatively more affluent tourists from New York City and the Northeast to the Catchment 

Area and Florida Panhandle Region as a whole. According to March 2014 data from the Bureau of 

Economic Analysis of the U.S. Department of Commerce, residents of the Mideast (e.g., New York 

City) and New England (e.g. Boston) regions have the highest per capita disposable personal 

incomes of any region of the United States. 

2.3 Historical Air Service Trends 

2.3.1 Airline Base and Destinations Served 

Since its May 2010 opening, Northwest Florida Beaches International Airport has been primarily 

served by two scheduled air carriers, Delta and Southwest, and their affiliates (not counting Part 

135 operators such as Southern Airways Express). Delta service from Atlanta and Memphis was 

transferred from Panama – City Bay County International Airport in May 2010 and was joined by 

new Southwest service to four destinations – Baltimore/Washington, Houston, Nashville and 

Orlando. 

Subsequent changes to service after May 2010 were as follows: 

 Delta discontinued Memphis service in January 2012 as part of the pull down of the carrier’s 

hub there. Southern Airways Express currently operates limited service to Memphis. 

 In June 2012, Southwest added summer seasonal service to St. Louis – the months of which 

were expanded in subsequent years due to the popularity of the service (e.g., in 2014 service 

runs from March through August). 

 In January 2013, Southwest discontinued service to Orlando. This was consistent with the 

carrier’s decision to pull down service in multiple intra-Florida (e.g., TPA-JAX) and other 

short-haul markets (e.g., MDW-IND) throughout the United States due to high fuel costs. 

 In March 2014, Southwest announced that Dallas-Love Field – Panama City service would 

begin sometime in 2015, with the exact date still to be determined. 

 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

The results of these changes are reflected in the map below showing the current network of services 

from the Airport and potential future destinations. 

2.3.2 Traffic and Fares 

The chart below shows enplanements at the Airport on a rolling four quarter basis since the 

Airport’s opening. Enplanements peaked at 456,000 in in Q3 2012 and have steadily declined since 

then (in the most recent period ending Q1 2014, enplanements were 390,000) primarily due to 

frequency adjustments by Southwest on multiple routes and the cancelation of the Orlando service. 

From Q3 2012 to Q1 2014, enplanements declined by 15 percent. 

ECP Enplanements - Rolling Four Quarters 

Note: Figures are presented as a rolling four quarters total.

Source: US DOT T100 Database, July 2014.

350,000

370,000

390,000

410,000

430,000

450,000

470,000

2011

Q2

2011

Q3

2011

Q4

2012

Q1

2012

Q2

2012

Q3

2012

Q4

2013

Q1

2013

Q2

2013

Q3

2013

Q4

2014

Q1

Enplaned Passengers
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Over a similar period (using US DOT O&D Passenger Survey data), on a rolling four quarter basis, 

one-way average O&D fares (before taxes and other fees) at the Airport have steadily increased 

from a low of $178 in Q2 2011 to a high of $199 in Q1 2014, an increase of 12 percent. In 

comparison, a similarly situated airport (summer seasonal peak, beach destination, similar visitor 

demographic) Myrtle Beach International Airport, with service by multiple low-cost carriers (e.g., 

Spirit, Allegiant), experienced a slight decrease in one-way average O&D fares over the same 

period ($123 in Q2 2011 vs. $122 in Q1 2014). 

2.4 Current Deficiencies and Proposed New Service 

2.4.1 Air Service Development Efforts and Current Needs/Deficiencies 

The Panama City – Bay County Airport and Industrial District has been engaged over the past three 

years in the assessing gaps in the portfolio of air services offered at Northwest Florida Beaches 

International Airport and actively meeting with airlines in an effort to address these gaps. The 

District has had numerous meetings with route planners for both legacy and low-cost carriers both 

at air service development events (the District recently attended the ACI-NA JumpStart conference 

in June 2014 and will be attending the 20th World Route Development Forum in September 2014) 

and through direct dialogue. The District has also hosted airline route planners for on-site visits in 

an effort to improve their knowledge base about the Catchment Area. 

As part of the air service development process, the following key needs/deficiencies have been 

identified: 

 Top O&D markets, by number of passengers, in the Northeast (New York City) and Midwest 

(Chicago) are currently unserved on a nonstop basis. 

 Narrow base of airlines at Airport, lacking a true low-cost carrier to discipline rising fare 

levels at Airport. 

 Need to attract new legacy carrier service to major hub to compete with Delta. 

 Replace lost intra-Florida service to Orlando and recruit service to new intra-Florida 

destinations such as Tampa (last served at old airport). 

 Restore frequency by Southwest in existing markets and recruit new service to markets with 

similar characteristics as St. Louis (e.g., Memphis). 

2.4.2 Proposed New JetBlue Service 

The District has been in discussions with JetBlue since early 2012 about a nonstop daily, yearround service between Northwest Florida Beaches International Airport and the carrier’s hub at 

John F. Kennedy International Airport in New York City. The JetBlue route planning team has 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

conducted a site visit to the Catchment Area and their forecast analysis has progressed to the point 

where, as shown by the attached letter of support from JetBlue, they strongly support the District’s 

SCASDP application. The Airport has informed JetBlue that the Airport has the appropriate 

facilities (e.g., terminal, runway, etc.) to immediately and safely accommodate JetBlue’s ECP-JFK 

service whenever the carrier chooses to start service as well as any additional services that JetBlue 

may announce. 

The first need/deficiency noted in Section 2.4.1 that the JetBlue ECP-JFK service would address is 

that it would add nonstop service in the top unserved O&D market from the Catchment Area. As 

shown in the table below, New York City is the fifth-largest O&D market from the Catchment Area 

and the largest without nonstop service. In 2013, approximately 66 passengers per day each way 

(“PDEW”) traveled between the Catchment Area and New York City. With a new nonstop routing 

and the low-fare, high-quality service JetBlue provides, one could expect significant stimulation of 

this local market once JetBlue begins service, driving the PDEW number higher. Additionally, the 

unique nature of this service is likely to entice passengers to drive from/to Pensacola, Tallahassee 

and other points in the Airport’s broader secondary catchment area, further increasing local market 

passenger numbers (PNS and TLH combined generated 142 PDEW to New York City in 2013). A 

route forecast would further take into account potential passengers connecting between the 

Catchment Area and the eight points behind JFK currently served by JetBlue (combined 62 PDEW 

in 2013). The largest of these is Boston, which generated approximately 29 PDEW in 2013 (it may 

be useful for JetBlue to market the ECP-JFK route as a same plane 1-stop service to Boston with a 

single flight number). Our analysis suggests that there will clearly be enough passenger demand to 

support the new daily service that JetBlue envisions. 

Top 5 Catchment Area (ECP and VPS Combined) O&D Markets 

(Passengers are Per Day, Each Way, Full Year 2013)

RANK MARKET 

TOTAL O&D

PASSENGERS 

ECP

SERVICE 

VPS

SERVICE 

NON-STOP 

SERVICE 

1 Washington D.C. 1/ 198 Southwest (BWI) US Airways (DCA) YES 

2 Nashville 132 Southwest NONE YES 

3 Dallas 2/ 132 Southwest (DAL in 2015) American (DFW) YES 

4 Houston 3/ 89 Southwest (HOU) United (IAH) YES 

5 New York 4/ 66 NONE NONE NO

Notes:

1/ Includes Baltimore/Washington International Airport (BWI), Washington Dulles International Airport (IAD), and Washington Reagan National 

Airport (DCA). 

2/ Includes Dallas-Ft. Worth Airport (DFW) and Dallas Love Field (DAL). 

3/ Includes Houston Intercontinental (IAH) and Houston Hobby (HOU). 

4/ Includes John F. Kennedy (JFK), LaGuardia (LGA), Newark, NJ (EWR), Long Island MacArthur (ISP), and Stewart (SWF). 

Source: US DOT Origin & Destination Survey of Airline Passenger Traffic, Domestic, July 2014. 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

A JetBlue ECP-JFK service would also broaden the carrier base at the Airport and provide 

downward fare pressure in key markets to the Northeast, significantly stimulating air travel 

volumes between the Northeast and the Florida Panhandle. Delta’s service at the Airport can be 

classified as a legacy carrier service to a major hub (Atlanta), and Southwest’s business model has 

evolved to have hybrid characteristics of both a legacy and low-cost carrier. However, the public 

benefits from having true low-cost carrier service at an airport, have been well documented. In a 

2013 MIT study entitled “Evolving Trends of U.S. Domestic Airfares: The Impacts of Competition, 

Consolidation and Low-Cost Carriers,” the authors found that: 

JetBlue is now the airline whose presence is associated with the largest decrease in 

average fares. As such, we would not be surprised to see airports, particularly small 

community airports or secondary airports in large multi-airport regions, work 

particularly hard to attract JetBlue service. Gaining service from an airline like JetBlue 

not only attracts customers through a decrease in average fare, but also through an 

increase in connectivity and the number of destinations that can be reached through 

both non-stop and connecting service. 

Finally, the timing is right for a JetBlue ECP-JFK service to be successful. Awareness of the 

Florida Panhandle Region in New York City has increased significantly in recent years, in part due 

to advertising performed subsequent to the 2010 BP oil spill, and through various marketing 

initiatives by organizations such as the Bay County Tourist Development Council. As shown in 

Appendix B, there have also been numerous recent articles in the New York Post and New York 

Times extolling the virtues of a leisure trip to the Catchment Area. With the proper initial 

marketing support, as envisioned in Section 3 of this application, a new air service linking the 

fastest growing tourist region in Florida (Florida Panhandle) with the top metropolitan area for 

inbound visitors to Florida (New York City) should prove to be profitable and self-sufficient in the 

long-term. 

3. Strategic Plan for Air Service 

3.1 Strategic Goals and Objectives 

The community’s overall strategic objective is to establish a sustainable, nonstop air linkage 

between the Florida Panhandle Region and New York City and the Northeast portion of the United 

States. Recruiting nonstop daily, year-round ECP-JFK service by JetBlue will help to accomplish 

this objective. Specific project goals include the following: 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

 Implement a comprehensive advertising and promotion plan for the new JetBlue ECP-JFK 

service and any additional services the airline may initiate from ECP. 

 Increase public awareness of the Catchment Area/Florida Panhandle Region for potential 

inbound visitors as well as awareness of ECP as the only Airport in the Region with nonstop 

service to New York City/Northeast among local residents, through marketing and 

promotional campaigns in support of the JetBlue services. 

 Rebate of rents and fees at Airport for two years for JetBlue to reduce start-up costs 

associated with the new ECP-JFK service. 

3.2 Public-Private Partnership 

The District has assembled a strong public-private partnership team that has pledged to contribute 

significant amounts of non-airport provided local funding in support of the JetBlue ECP-JFK service. 

These team members include: 

 Panama City Beach Convention and Visitors Bureau/Bay County Tourist Development 

Council – The Bay County Tourist Development Council (TDC) contracts marketing and 

promotional activities with the Panama City Beach Convention & Visitors Bureau. A fifth 

cent bed tax collection was established by the TDC in 2009 for the purpose of supporting 

low-cost air carriers providing service to Bay County. The TDC has cooperated extensively 

with Southwest Airlines on successful inbound destination marketing campaigns supporting 

Southwest’s service at the Airport. The TDC will contribute $250,000 in cash and play a 

lead role in cooperating with JetBlue and the Airport to ensure development of a similarly 

successful inbound destination marketing campaign in New York City and other key markets 

in the Northeast. 

 The St. Joe Company – The St. Joe Company is a Florida-based real estate developer and 

manager. The Company owns land concentrated primarily in Northwest Florida, and has 

significant residential and land-use entitlements in hand or in process. The Company also 

owns various commercial, resort and club properties. The Company will support the inbound 

destination marketing campaign as the Company is interested in generating more traffic and 

investment from New York and the Northeast. The St. Joe Company will contribute 

$100,000 in cash. 

 Panama City Beach Chamber of Commerce and Bay County Chamber of Commerce – Each 

of these organizations represents the business base of Bay County, and work to promote 

industrial, economic and tourism growth in the area. They also have close ties with the local 

military installations. Due to these close ties with the area’s business community, both 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Chambers will play a lead role in developing with JetBlue and the Airport a local marketing 

campaign to generate outbound travel on the new JetBlue flight from the Catchment Area 

and Florida Panhandle Region. Each organization will contribute $50,000 of in-kind support 

towards this effort. 

3.3 Strategic Use of Funds, Implementation Timeline and Monitoring 

The majority of funding for this project will be spent on developing and implementing marketing 

and promotional campaigns for the new JetBlue ECP-JFK service. Additional funding (in-kind) 

will include a rebate of terminal rents and landing fees by the Airport for the new service for two 

years. 

Given that the typical point of origin split on ECP services favors inbound travelers, particular 

emphasis will initially be placed on developing an effective inbound destination marketing 

campaign for the new service in the New York City and broader Northeast (e.g., Boston) region. A 

significant amount of money has been allocated for this campaign given that the Northeast media 

markets are quite expensive to penetrate effectively and will require a robust investment of funds. 

Specific steps that will be taken will include the following: 

 The key entities leading the effort, including the Panama City Beach Convention and Visitors 

Bureau/Bay County Tourist Development Council, The St. Joe Company and the Airport, 

will have a kickoff meeting with JetBlue immediately after plans for the new service are 

finalized to coordinate joint marketing efforts with JetBlue’s own marketing plan and media 

strategy for the new service. 

 In conjunction with JetBlue, a theme for the marketing campaign will be chosen along with 

the channels the campaign will be conducted through, how target audiences will be 

segmented, the role each entity will play in the co-branding effort and how their efforts will 

be focused. For example, for a campaign supporting Southwest’s new seasonal nonstop 

service to St. Louis, the Panama City Beach Convention and Visitors Bureau/Bay County 

Tourist Development Council, in conjunction with Southwest, developed a campaign that 

utilized a cardinal – a bird synonymous with the St. Louis Cardinals professional baseball 

team – which created a natural connection and affinity with the St. Louis market. A media 

plan was developed that utilized print, outdoor, digital and radio. A key component was an 

email blast (shown on the next page), which was sent to more than 245,000 St. Louis Post 

Dispatch subscribers and featured Panama City Beach in the top portion – promoting the new 

flight – and eight destination partners in the body of the email, promoting their individual 

offerings. 
 

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 After the individual elements of the marketing campaign are implemented by each entity, 

metrics will be developed and monitored to track penetration of the advertising and 

conversion of the target audience to customers travelling on JetBlue’s ECP-JFK flight. 

Every two months over the two-year period of marketing support for the project, meetings 

will be held between the participating entities and the airport to track performance, make 

necessary adjustments and re-allocate budget. 

 
 

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Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

A similar process will be followed for developing the local Catchment Area/Florida Panhandle 

Region-directed marketing efforts by the two Chambers of Commerce, the Airport and JetBlue. 

However, somewhat less funding will initially be dedicated towards these efforts (although the 

funding allocation between marketing targeted at inbound and outbound traveler segments can be 

adjusted as monitoring of the flight’s point of sale split dictates). It is envisioned that targeted 

speaking engagements by Chamber/Airport/JetBlue executives, an inaugural event timed to 

coordinate with arrival/departure of the first flight to maximize local media coverage, and ticket 

giveaways could be key parts of the local marketing efforts. Particular emphasis will be placed, 

events will be targeted, and theming will be developed around the fact that the unique benefits of 

the new service (only nonstop air link between the Florida Panhandle Region and New York 

City/Northeast) are not limited to the Catchment Area but can be appreciated by the entire Florida 

Panhandle region. 

The District offers an air service incentive program to help support new air services at Northwest 

Florida Beaches International Airport. Program incentives include a rebate of terminal rents and 

landing fees for a two-year period. This program will be offered to JetBlue for the new ECP-JFK 

service. 

3.4 Funding Plan and Grant Request 

The Panama City-Bay County Airport and Industrial District requests a grant of $400,000 to 

support the implementation of the project described in this proposal. This funding will be matched 

by $350,000 in local cash contributions, all from non-airport sources. The Panama City Beach 

Convention and Visitors Bureau/Bay County Tourist Development Council will contribute 

$250,000 cash and The St. Joe Company will contribute $100,000 cash. In addition to the cash 

contributions, the local community will contribute $100,000 of in-kind contributions ($50,000 each 

from both the Panama City Beach Chamber of Commerce and the Bay County Chamber of 

Commerce). The District will also provide $962,700 in cost offsets to JetBlue over a two-year 

period. Full project cost and funding sources are shown on the next page along with details on the 

cost offsets provided to JetBlue by the District. 
 

15 

Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Project Cost and Funding Sources 

LINE DESCRIPTION SUBTOTAL 

TOTAL 

AMOUNT 

1 Federal amount requested $400,000 

2 State cash financial contribution - 

Local cash financial contribution 

3a: Airport cash funds - 

3b: Non-airport cash funds $350,000 

3 Total local cash funds (3a+3b) $350,000 

4 TOTAL CASH FUNDING (1+2+3) $750,000 

In-Kind contribution 

5a: Airport In-Kind contribution $962,700

5b: Other In Kind contribution $100,000 

5 TOTAL IN-KIND CCONTRIBUTION (5a+5b) $1,062,700

6 TOTAL PROJECT COST (4+5) $1,812,700

Source: Panama City – Bay County Airport and Industrial District. 

Airport In-Kind Contributions - Airport Cost Rebates 

AIRPORT COST YEAR 1 YEAR 2 TOTAL 

Terminal Rent $216,125 $216,125 $432,250 

Landing Fee $265,225 $265,225 $530,450 

Total Rebated Charges/Fees $962,700 

Source: Panama City – Bay County Airport and Industrial District. 

3.5 Legal Sponsor 

The Panama City – Bay County Airport and Industrial District will serve as the legal sponsor for 

this project and will be responsible for executing and administering the SCASDP grant. The 

District is a public authority responsible for the ownership and operation of the Northwest Florida 

Beaches International Airport. 

The contact information for the signatory party for the legal sponsor is as follows: Panama CityBay County Airport and Industrial District, Parker W. McClellan, Jr., A.A.E, Executive Director, 

6300 West Bay Parkway, Suite A, Panama City, FL 32409. 
 

Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Appendix A

Additional Support Letters 
 

July 29, 2014

Ms. Brooke Chapman, Associate Director

Small Community Air Service Development

Office of Aviation of Analysis

U.S. Department of Transportation

1200 New Jersey Avenue, SE

Washington, DC 20590

Dear Ms. Chapman:

On behalf of the Panama City Beach Convention & Visitors Bureau (CVB) and the entire Northwest 

Florida tourism industry, I am pleased to support the initiative to bring daily, year-round service 

from John F. Kennedy International Airport (JFK) to Northwest Florida Beaches International 

Airport (ECP) on JetBlue Airlines. Attracting new, affordable air service will not only benefit 

Panama City Beach, but the entire region’s future economic prosperity.

We believe the Department of Transportation's Small Community Air Service Development

Program Grant is a critical component to expand air service into our region. As you may be aware, 

the CVB played a critical role in helping to land Southwest Airlines at ECP when the airport opened 

on May 22, 2010. We look forward to partnering with the Department of Transportation, and 

our regional stakeholders, in making this opportunity a reality. To this end, we pledge $250,000 

in marketing support to this expanded service. 

I request that the highest consideration be given to the ECP's application for this grant in an effort 

to improve our local air service. It is crucial that all communities have access to a national air 

transportation system with competitive options that fosters economic growth and enhances the 

ability of our citizens to efficiently travel around the country. 

Thank you for your consideration.

Sincerely yours,

Dan Rowe

President/CEO






 

Application for a Small Community Air Service Development Program Grant, 

Docket DOT-OST-2014-0113

Appendix B

New York City Media Articles Regarding 

Northwest Florida Beaches International Airport 

Catchment Area Tourism 
February 28, 2013

By INGRID K. WILLIAMS

As Jimmy Buffett once astutely observed, changes in latitudes necessitate changes in attitudes.

Keep that in mind when visiting Panama City Beach on the Florida Panhandle, where the clear

waters of the Gulf of Mexico lap a seemingly infinite ribbon of white-sand beaches. In this

self-styled “Spring Break Capital of the World” — a moniker validated by the hundreds of

thousands of students who descend on the town every March and April — you’ll find a predictably

high density of tattoo parlors and mini-golf courses. But hidden amid this lowbrow mix are

welcome additions including a farmers’ market and the area’s first craft beer pub. And in 2010, the

new Northwest Florida Beaches International Airport opened just north of the city, making the trip

south even easier. So trade in expectations of starched tablecloths and fine-art museums, and

embrace the carefree notions that swirl with silly pineapple daiquiris and every facet of the relaxing

life aquatic here on Florida’s laid-back Emerald Coast.

FRIDAY

3 p.m.

1. Hooked From the Pier

One lovely location from which to make your initial assessment of the stunning shore is the

Russell-Fields Pier (pcbgov.com/visitors_citypier.htm), jutting 1,500 feet into the emerald blue

waters of the Gulf of Mexico. Take a stroll to the end of the pier to marvel at the miles of sugary

white sand stretching in either direction as far as the eye can see. Or rent a rod at the pier’s

bait-and-tackle shop, Half Hitch Tackle (halfhitch.com), and cast a line to see what’s biting. After

you’ve caught your fill of pompano, whiting and Spanish mackerel, retire to Hook’d Pier Bar & Grill

(16201 Front Beach Road; hookedpierbar.com) at the base of the pier for a cold beer and a snack of

honey-and-lime fried plantains ($5.95). On this casual spot’s sunny wooden deck, with views of the

sloping sand and rolling waves, you’re sure to find a sympathetic ear for unspooling your tales

about the big one that got away.

6 p.m.

2. Bayou Bites

Panama City Beach’s long main drag, Front Beach Road, is lined with a disproportionate number

of stores peddling airbrushed T-shirts, cheap bikinis and gaudy souvenirs. But nestled among this

neon riot of déclassé consumerism is the occasional refreshing exception, like Dee’s Hangout

(10440 Front Beach; deeshangout.com), a homey restaurant specializing in Cajun cuisine. The

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no-frills atmosphere won’t transport you to the bayou, but the daily specials scrawled on the rear

chalkboard might. Recently, a Cajun platter special included a sampling of fried catfish, chicken

gumbo, shrimp étouffée, coleslaw and hushpuppies ($12.95). The regular menu lists winning

dishes like Cajun-spiced jambalaya with shrimp and sausage ($12.99). Try a bottle of pale ale from

the Grayton Beer Company, a Panhandle microbrewery that opened in 2011 less than 30 miles

west of Panama City Beach.

9 p.m.

3. Tiptop Taps

During spring break, Panama City Beach plays host to thumping mega-clubs with capacities

greater than small towns, wet T-shirt contests, foam parties and enough fluorescent glow sticks to

signal warnings to the Coast Guard. These concentrated revelry zones are not hard to find, but

those who prefer civilized drinking to debauched dancing should visit the new Fishale Taphouse

and Grill (7715 Front Beach; fishales.com), a craft beer bar that opened last year. Many rare Dixie

brews cycle through the bar’s 60-some taps, so you’re bound to find something intriguing. Sample

the Pensacola Sawgrass ($4.75), a refreshing pale wheat ale from just down the Florida Panhandle,

or try the Southern Pecan Nut Brown Ale ($5.50) from the Mississippi craft brewery Lazy

Magnolia. Then retire with your pint to an armchair in front of the cozy fireplace.

SATURDAY

8 a.m.

4. Trails and Trees

Start the day with a brisk walk, jog or bike ride through Conservation Park (100 Conservation

Drive; pcbgov.com/conservation-park.htm), a nature preserve that opened in October 2011 only

two miles from the beach. With 24 miles of trails winding through 2,900 acres of parkland, there’s

a path to suit every fitness level. Regardless of whether you embark on a relaxing half-mile loop or

a scenic 11-mile trek, you’re bound to cross wooden boardwalks traversing the park’s wetland

sections, where woodpeckers tap at tall trees and alligators lurk between cypress knees. Sprinkled

along the trails and tracts of palmettos and slash pines are unobtrusive signs identifying the local

flora and fauna; pause to read the informative descriptions and savor the peaceful sound of leaves

rustling in the breeze.

10:30 a.m.

5. Sunken Treasures

To honor the town’s considerable naval presence and history, dive into the Man in the Sea Museum

(17314 Panama City Beach Parkway; maninthesea.org; $5). The warehouselike museum was

created by the Institute of Diving, a nonprofit organization established by divers from the United

States Navy’s Sealab program. It’s an impressive repository of historical maritime items ranging

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from antiquated diving masks to an entire underwater living facility: the United States Navy

Sealab-1, which now calls the parking lot home. Inside the museum, there are exhibitions

illustrating primitive diving techniques, an old submarine and mannequins displaying the

commercial diving gear of yore.

Noon

6. Muffulettas and More

The Big Easy is 300 miles away, but inside the pink house of David’s New Orleans Style Sno-Balls

(13913-A Panama City Beach Parkway; davidssnoballs.com), you’ll find Crescent City specialties

like meat-layered muffulettas and “Café du Monde beignets” buried under a snowdrift of powdered

sugar. If your stomach is growling, dig into a messy roast beef po’boy (six inches, $6.25). But in

warm weather, most patrons arrive in pursuit of a stuffed “sno-ball,” a cupful of flavored shaved ice

atop a twirl of soft serve ice cream. Can’t decide among the 40-plus flavors? Go with strawberry

daiquiri (10 oz., $3.75). Or to completely overload on sugar, order the Key lime “sno-ball” pie with

crumbled graham crackers ($3.95).

2 p.m.

7. Beach Bliss

Walk off lunch on the nature trails at St. Andrews State Park (4607 State Park Lane;

floridastateparks.org/standrews) on the easternmost edge of town. The park has a mile and a half

of beaches that stretch along the gulf and the Grand Lagoon, as well as wooded paths where you

might spy white-tailed deer grazing or herons taking flight. But if the thought of encountering an

alligator is too frightening, skip strolling near Gator Lake and go straight to the beach. In contrast

to the busier beaches to the west that are backed by high-rise condos, the park’s sandy shores are

hugged by undulating grassy dunes. The waters offshore here are popular with surfers and SUPers

(stand-up paddle boarders, that is), while snorkelers dwell among the local marine life along the

rock jetty. Whatever your sport — swimming, surfing, sunbathing — this is the secluded spot to do

it.

6 p.m.

8. Sunset Serenade

When the sun sags low in the sky, it’s time for a sundowner on the beach. To feel like you’re in a

Kenny Chesney song — “the sun and the sand and a drink in my hand” — head to Schooners (5121

Gulf Drive; schooners.com), a bar and restaurant near the park that has direct access to the beach

from its deck. But the views are equally spectacular from the pier bar of Pineapple Willy’s (9875

South Thomas Drive; pwillys.com), a restaurant and bar offering up live music and irresistibly

sweet frozen drinks. Embrace the spot’s goofiness with the eponymous cocktail (rum, pineapple

juice and cream of coconut) as the glowing orange orb dips into the gulf.

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9 p.m.

9. Gulf Grub

Locals are quick to engage in spirited debate about where to find the best oysters in town. Many

claim allegiance to Hunt’s Oyster Bar (huntsoysterbar.com) across the bridge in Panama City

proper. But by the beach, Dusty’s Oyster Bar (16450 Front Beach; 850-233-0035) is the favorite, as

evidenced by its jammed parking lot. There’s nothing fancy about this roadside seafood shack —

draft beers are served in plastic cups, nearly every inch of the walls and ceiling is stapled with

dollar bills — but, like any great dive, that’s part of the appeal. And then there are the fresh

bivalves. Start with a dozen of the three-cheese baked oysters ($8.99), and follow with Dusty’s

Seafood Adventure ($22.99), a mountain of fried shrimp, scallops, clams, crab claws, oysters,

grouper, fries and a stuffed crab. When you’ve sucked the meat off the last crab claw, order another

round of beers and see if your appetite doesn’t lead you back to another half-dozen oysters.

SUNDAY

11 a.m.

10. Expanding Markets

The line forms early for the freshly made doughnuts at Thomas Donut & Snack Shop (19208 Front

Beach; thomasdonutandsnackshop.com), and for good reason: the red velvet cake doughnuts are

delectable ($1.05). But resist the temptation to order in triplicate because you might find

something even tastier, like homemade toffee or fluffy biscuits, across town at the Grand Lagoon

Waterfront Farmers’ Market (Pirate’s Cove Marina, 3901 Thomas Drive; waterfrontmarkets.org).

At this year-round market, opened last April at Pirate’s Cove Marina, expect live music and

rotating stalls from local vendors selling everything from fresh produce and fruit preserves to

artwork made from seashells.

1:30 p.m.

11. Island Life

After the market, hop on the Shell Island Shuttle (4607 State Park Lane; shellislandshuttle.com;

$16.95), a ferry departing from St. Andrews State Park for Shell Island, an uninhabited sevenmile-long barrier island separating the gulf from St. Andrews Bay. On the short ride, scan the clear

waters for the high concentration of bottlenose dolphins that swim in the area. Then spend the

afternoon exploring the island’s empty beaches, searching for the perfect shell, snorkeling in the

turquoise waters and lounging in the silky white sand on this peaceful patch of panhandle

paradise.

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