Proposal under the Small Community Air 

Service Development Program

Docket DOT-OST-2011-0119

Charles M. Schulz -

Sonoma County Airport

Sponsor: County of Sonoma

Charles M. Schulz – Sonoma County Airport

DUNS Number: 145551912

Congressional District Code: CA-006

Contact: Mr. Jon Stout, CAE, AAE

Airport Manager

Charles M. Schulz – Sonoma County Airport

2290 Airport Boulevard

Santa Rosa, CA 95403

(707) 565-7243

(707) 542-5303 Fax

jon.stout@sonoma-county.org

Due Date: August 2, 2011

Santa Rosa
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Charles M. Schulz – Sonoma County Airport Proposal

APPENDIX C

SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM

DOCKET OST-2011-0119

SUMMARY INFORMATION

All applicants must submit this information with their proposal, along with a completed form SF424 on http://www.grants.gov

A. APPLICANT INFORMATION: (CHECK ALL THAT APPLY)

 Not a Consortium Interstate Consortium Intrastate Consortium

 Community now receives EAS subsidy

 Community previously received a Small Community Grant in 2004. Grant was

 extended in 2007 and completed on March 31, 2008.

B. PUBLIC/PRIVATE PARTNERSHIP 

Public: Private:

1. County of Sonoma 1. Redwood Credit Union 

2. Sonoma County Tourism Bureau 2. North Bay Business Journal 

3. Mendocino County Lodging Assoc 3. North Bay Biz Magazine 

4. Santa Rosa Chamber of Commerce 4. Frontier Airlines 

5. Santa Rosa Convention and Visitors Bureau 

C. PROJECT PROPOSAL

Project Proposal: (Check All That Apply)

 X Marketing Upgrade Aircraft X New Route 

_X_

____ Surface Trans. Regional Service _X_ Revenue Guarantee

Travel Bank Service Restoration ___ Subsidy

 X 

 Study

Launch New Carrier Start-up Cost Offset ____ First Service 

 X Secure Additional Service _X__ Other (explain below)

Lower fares

X

X
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D. EXISTING LANDING AIDS AT LOCAL AIRPORT:

 X Full ILS X Outer/Middle Marker X Published Instrument Approach

 X Localizer Other (Specify) _____________ 

E. PROJECT COST:

 Description Sub Total Total

1. Federal Amount Requested: $650,000

2. State cash financial contribution 0

 Local Cash Financial Contribution 

 3a. Airport cash funds: 35,000

 3b. Non-Airport cash funds: 

3. Total local cash funds: 

165,000

4. TOTAL CASH FUNDING $850,000

200,000

 In-Kind contribution

5a. Airport In-Kind contribution 35,000

5b. Other In-Kind contribution 

5. TOTAL IN-KIND CONTRIBUTION 

625,000

6. TOTAL PROJECT COST $1,510,000

$660,00

F. IN-KIND CONTRIBUTIONS 

1. Airport Fees (Landing, RON, Terminal) $ 35,000

2. Barter Advertising 125,000

3. Travel Bank 

Total $660,000

500,000

G. IS THIS APPLICATION SUBJECT TO REVIEW BY STATE UNDER EXECUTIVE ORDER 

 PROCESS?

a. This application was made available to the State under Executive Order 12372

Process for review on _______________.

 b. Program is subject to E.O. 12372, but has not been selected by the State for review.

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

H. IS THE APPLICANT DELINQUENT ON ANY FEDERAL DEBT?

No Yes (explain) _________________________

x

x
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SONOMA COUNTY AIRPORT MARKET AREA
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Table of Contents

Summary of Community Proposal 1

 Previous Grant 1

 New Grant Proposal 2

 Our Community Team 2

 Our Airport 3

 Our Plan is Consistent with DOT Priorities 3

 Unique Circumstances 4

Air Service Background 4

 The Charles M. Schulz - Sonoma County Airport (STS) 4

 Air Service History 4

 United Express Service 5

 American Eagle Service 6

 Reno Air Service 6

 Horizon Air Service 6

 Current Air Service 6

Sonoma County Community Profile 7

Market Analysis 9

 Economic Indicators 9

 Comparison to Similar Markets 9

 Unique Air Travel Factors of the Market Area 10

 Local Market Demand 10

 High Air Fares 11

Action Plan 12

 Action Plan Elements 12

 Marketing Program 12

 Marketing and Media Selection 12

 Fee Waivers 13

 Advance Ticket Sales Program (Travel Bank) 13

 Revenue Guarantee 14

 Total Incentive Package 14

 Innovative Marketing Program 15

Economic Stimulus 15

Performance Measurement and Schedule 16

 Performance Measurement 16

 Schedule 16

Community Support 17

 Sonoma County Tourism Bureau – Service Launch Marketing Plan 17

Assurances 22

Airline Letters of Support 23

Political Letters of Support 26

Business Letters of Support 33
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PROPOSAL OF SONOMA COUNTY AND SONOMA COUNTY AIRPORT

Summary of Proposal

The County of Sonoma and the Charles M. Schulz - Sonoma County Airport (Airport/STS) are 

seeking a grant to support the establishment of new air service to Denver International Airport

(DEN) in Denver, Colorado by Frontier Airlines. Initial service will be summer seasonal service 

with one round trip flight per day using the Embraer E-190 jet aircraft. Currently, there is no air 

service to a hub airport to the east and the local Sonoma County traveler must either connect 

through one of the west coast airports or drive to another airport in the San Francisco Bay Area

to initiate their journey. Current fares for connections from STS via other hub airports on the 

west coast (LAX, LAS, PDX, SEA) are approximately 60% higher than fares at other airports in 

the San Francisco Bay Area (Bay Area). Driving to another airport in the region is time 

consuming (upwards of three hours each way) and expensive. New nonstop service at STS to 

DEN is the best solution to meet air travel needs.

The County of Sonoma and the Charles M. Schulz - Sonoma County Airport are requesting a 

grant of $650,000, with a local cash contribution of $200,000, an in kind contribution of 

$160,000 plus a $500,000 commitment for pre-purchased ticket sales for a total incentive 

package of $1,510,000. With the receipt of the Small Community Air Service Development 

grant funds, our airline assistance package will have sufficient resources to provide a strong 

marketing program for the new air service and provide a revenue guarantee for the airline during 

the initial months of operation.

Previous Grant

The Sonoma County Community and the Airport received a grant under the Small Community 

Air Service Development program in 2004. The grant was $635,000 and was intended to 

support new air service between STS and Los Angeles International Airport (LAX) with revenue 

guarantees and marketing assistance. STS had been without any scheduled passenger air service 

since October of 2001 and the Small Community Air Service Development grant allowed the 

Community and the Airport to develop a strong incentive package to attract new air service. The 

Community and the Airport made a local contribution of $987,879 in cash, in kind, and prepurchased tickets, for a total incentive package of $1,622,879.

After spending two years of market development and recruitment, the Community and STS were 

able to get a commitment from Horizon Airlines (Horizon) to provide nonstop service. The 

market development included the hiring of two consulting firms to develop air traffic studies to 

define the passenger market and to develop a marketing plan to support new air service. 

On March 22, 2007, Horizon launched service to LAX with the Dash 8 Q-400 aircraft operating 

two flights per day. Horizon also started service to Seattle International Airport (SEA) with one 

daily flight even though this flight was not covered under the revenue guarantee program of the 

grant. During the first six months of service, Horizon averaged an 81% load factor at STS to 

LAX and SEA. In fact, the service was so successful the airline added a third flight to LAX and 
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Charles M. Schulz – Sonoma County Airport Proposal

new service to Portland (PDX) at the end of October 2007. In April 2008, Horizon discontinued 

the third flight to LAX and started service between STS and Las Vegas (LAS).

New Grant Proposal

The partnership of the Community, the Airport, and the Airline worked so well under the Small 

Community Air Service Development Program in 2004 that the Community and the Airport are 

again submitting a proposal for another grant to support a new project to provide air service to 

DEN. The air service north and south on the West Coast has been successful, but local business 

and tourism interests still need access to markets to the east of California. There is limited 

connecting service to markets to the East through the four cities currently served by Horizon 

from STS, however, the fares are very high and the connections from Horizon to other airlines is 

inconvenient, time consuming and very difficult at some airports.

Frontier Airlines is interested in providing air service between STS and DEN if the Airport can 

provide an incentive package similar to the previous package provided to Horizon. The Airline 

has indicated that it could start summer seasonal service with one daily round trip flight with 99 

seat E-190 aircraft in 2012. Surveys and leakage studies developed by Sabre Airline Solutions 

indicate a strong passenger demand with 94.3 passengers per day each way for service to DEN

and that DEN is an established airport hub with connections to points in the middle of the 

country, the east, the southwest, southeast and Mexico. Frontier Airlines has air service to 

almost all of STS’s top markets and this combination of airline and airport will utilize the current 

Airport and Horizon partnership model.

The Community and the Airport recognizes that the program that was developed to attract the

service to LAX will similarly attract customers for new air service to DEN. The Airport will 

continue to work with the Community sector, both private and public, in developing a

promotional strategy and marketing program to support the new air service. To support this new 

project, the sponsors of this grant are seeking $650,000 in Federal funds that will be matched 

with $200,000 in cash by the local community, $125,000 of in-kind marketing support, Airport 

fee waivers of $35,000 and the businesses in the local community will commit to $500,000 in 

pre-purchased tickets. This will create a total incentive package of $1,510,000; demonstrating

sufficient support for the new air service through Frontier Airlines.

Our Community Team

The Sonoma County Board of Supervisors created an Airline Attraction Committee in 2004 to 

help re-establish airline service at our Airport. This committee is a significant public–private 

partnership. It includes business leaders, Chamber of Commerce representatives, higher 

education institutions, community groups, and constituents at large from the five county 

catchment area. The County has retained experienced professionals to develop the technical and 

market information needed to validate our market’s strength and demand. This Committee 

worked with Horizon in starting service to LAX and expansion of air service to SEA, PDX, and 

LAS.
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The Airline Attraction Committee is composed of business leaders, educational institutions, 

association representatives, medical representatives, community organizations and residents. 

The Committee Membership is as follows:

AIRLINE ATTRACTION COMMITTEE MEMBERSHIP

 Member Representing

Mike McGuire Sonoma County Board of Supervisors

Michael Merrill Merrill, Arnone & Jones, LLP

Hal Beck Hal Beck & Associates

Ken Clark North Bay Business Journal

Anthony Geraldi Airport Express

Jonathan Coe Santa Rosa Chamber of Commerce

Cynthia Murray North Bay Leadership Council

Merritt Sher Hotel Healdsburg

Larry Wasem Airport Business Center

Ben Stone Sonoma County Economic Development

Mark Crabb Sonoma County Tourism Bureau

Cindy Butner Santa Rosa Press Democrat

Dan Condron Sonoma State University

Scott Schnieder Mendocino County Lodging Association

Richard Strom Mendocino County Tourism

Alan Stess Marketing Executive

David Gouin City of Santa Rosa

Michael Fish Fish, Snell, PC, Marin

Christa Johnson Town of Windsor

Mike Kennett Sonoma County Lodging Association

Don Test Sonoma County Economic Development

Jeff Weber Agilent Technologies

Our Airport

The Airport meets all FAA requirements for the new service to DEN. The success of the 

Horizon service is moving the Airport to a full modernization of the Airport with a lengthened

runway, new taxi-ways, new lighting, an updated terminal and a new parking lot. Terminal 

improvements were completed in September 2010 allowing for additional space for airlines and 

customers. The Airport can conveniently handle the current service of Horizon and proposed 

new service by Frontier Airlines to DEN.

Our Plan Is Consistent With DOT Priorities

New service to DEN is consistent with the priorities established by the Secretary of 

Transportation. The new air service will not detract from the current air service as this new 

service will connect to an eastern hub, while the current service concentrates on airports on the 

west coast. The addition of this new service will help create a stronger awareness of the Airport

through additional destinations and a second airline. The Community and the Airport will work 

with Frontier to promote reasonable fares that are competitive with other Bay Area Airports by 

offering an incentive package to advertise the new service, provide a revenue guarantee, and 

establish a pre-purchase ticket bank.
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The proposed DEN service will benefit local businesses, higher education institutions, the 

general public, and especially the tourism industry during this economic recession because it 

provides a direct connection to the east and will make it easier for visitors from the east to come 

directly into Sonoma County. It will also provide an excellent alternative to the difficult and 

highly congested two-hour average drive on the Highway 101 corridor to either San Francisco 

International Airport (SFO) or Oakland International Airport (OAK).

Unique Circumstances

The U.S. Highway 101 corridor between Sonoma County and the Bay Area currently provides 

the regions only practical means of access to other airports that have service. Trips to the Bay 

Area airports are costly in terms of pollution, congestion and dollars. These trips, can take a 

minimum of three hours at most peak times of the day because of increased highway congestion. 

It is much worse for persons living in communities that are beyond the Airport to the north and 

east.

Air Service Background

The Charles M. Schulz – Sonoma County Airport (STS)

The Airport meets all FAA requirements for regional jet service we are seeking and is the 

primary commercial service airport serving the North Coast region of California. The region 

includes Sonoma, Mendocino, Lake, Napa, southern Humboldt, and Marin Counties. The 

population of the Airport catchment area is over 1,100,000 residents. Sonoma County has 

traditionally provided the best and only practical link to the national transportation system for the 

residents of the many small, rural communities throughout the North Coast region. The 

economies of the region continue to grow. Population is increasing, retail sales are up, and new 

companies are moving into the area and demand for airline service continues to be high. 

The Airport is a full service airport. Its existing passenger terminal has one airline and has space 

to accommodate up to a total of three airlines, and currently has four rental car companies and a 

full service restaurant. Convenient, reasonably-priced automobile parking is available onAirport. The Airport is seven miles northwest of downtown Santa Rosa and is owned and 

operated by the County of Sonoma. The primary runway at the Airport is 5,115 feet long and 

150 feet wide. The Airport is currently working to extend the runway to 6,000 feet, which is 

anticipated to be completed in the summer of 2013. Tenants and vendors at the Airport provide a 

full range of aviation services including fuel service, student instruction, charter flights, aircraft 

and engine repair, and aircraft storage.

Air Service History

Sonoma County has had scheduled air service since the late 1940’s. Prior to the Airline 

Deregulation Act of 1978, the Airport had frequent service to SFO and Sacramento (SMF). 

Hughes Air West and its predecessor, Pacific Airlines provided the service with forty-four seat 

F-27 turbo prop aircraft. Special jet charter flights were operated by Hughes Air West with DC9 aircraft and by Air California with B-737 aircraft.
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In the early 1980’s, West Air Commuter began serving SFO, Eureka (ACV), Chico (CIC), and 

SMF from the Airport using eight seat Cessna 402 aircraft. The Airport lost its scheduled 

passenger air service shortly after September 11, 2001, due to internal issue at United Express. 

The Airport implemented an air service development program and recruiting effort and was able 

to attract Horizon to provide service to LAX. The Small Community Air Service Development 

Program grant funded that successful effort. In 2011, Horizon has carried 97,638 passengers 

through June. This figure is up 14.6% over the same period in 2010. To date, since service 

resumed in March 2007, Horizon has carried a total of 786,221 passengers in and out of the 

Airport.

SONOMA COUNTY AIRPORT PASSENGER HISTORY

United Express Service

In 1985, West Air upgraded its fleet to 19 seat and 30 seat regional aircraft and signed a 

marketing agreement with United Airlines to become United Express. Initially United Express 

provided service to SFO. In 1989, West Air inaugurated pure jet service at the Airport using 

BAe-146 aircraft. Four round trip flights to Los Angeles (LAX) were provided. The jet service 

was popular with the local travelers and total enplaned passengers reached a high in 1991 of just 

over 100,000. West Air stopped its Bae-146 service in 1992 after a dispute with United Airlines. 

In the spring of 1999, United Airlines terminated its agreement with Mesa Airlines, which had 

acquired West Air in 1998. United signed a new agreement with SkyWest Airlines to operate as 

its regional partner. Service was provided connecting to United Airlines flights in SFO. SkyWest

Airlines operated the STS-SFO route with 30 seat turbo prop aircraft. 

At Sonoma County’s request, SkyWest Airlines inaugurated non-stop service to LAX in the 

spring of 1999. The new service to LAX resulted in an increase of total passengers from 37,986

in 1998, to 46,800 in 1999, and to 74,172 in 2000. Despite strong passenger demand and 

excellent response to the new air service, United Airlines ordered SkyWest to terminate all 

service at STS in October, 2001. The decision by United Airlines in 2001 to abandon our very 

strong market was based on internal airline policy factors. It did not reflect any lack of 

confidence in our market or the effects of 9/11.
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American Eagle Service

In 1989, American Eagle, the regional airline of American Airlines, began serving the American 

Airlines hub at San Jose (SJC). The Sonoma County community responded positively through 

increased ridership and bookings to this increase in service. American Eagle service was 

terminated in mid 1993 when American Airlines abandoned its SJC hub and withdrew American 

Eagle from Bay Area markets. 

Reno Air Service

In September 1994, Phoenix Leasing Corporation dba Reno Air Express began service from STS 

to SJC using a Jetstream (J31) aircraft. In March 1995, during negotiations to add one round trip 

daily to Reno, Reno Air requested early termination of their agreement due to internal company 

changes.

Horizon Air Service

In March 2007, Horizon Air began nonstop service from STS to LAX and SEA. This service was 

a result of the recruiting program funded by the Small Community Air Service Development 

Program. Horizon started service with 74 seat Dash 8 Q-400 aircraft flying two daily round trip 

flights between STS and LAX and one daily round trip flight between STS and SEA. This new 

air service was a significant success. For the first six months the load factor was over 80% every 

month during the first six months of the launch period. Horizon added a third flight to LAX in 

October 2007 and also added new service to PDX the same month. By the end of the year, the 

Airport had five flights per day and had averaged a load factor of 77% for the year or 398 

passengers daily.

In the first quarter of 2008, Horizon found that the load factor on the third LAX flight was not at 

the level as the other flights. Horizon changed the flight from LAX to LAS. In additional for the 

summer of 2008 Horizon added a second flight to SEA for a total of six daily flights. Horizon 

averaged a 73% load factor for all flights. Horizon has indicated that they are extremely happy 

with the results of the air service at STS and the efforts by the local community to support the 

airline. The local community includes representatives from Mendocino, Napa and Sonoma 

Counties including governmental, business and tourism interests. Discussions are underway 

with Horizon regarding service to other airports on the West Coast such as San Diego (SAN).

Current Air Service

As of August 1, 2011, the Airport had five flight departures per day: Two nonstop flights to 

LAX, one nonstop flight and one one-stop flight to SEA, one nonstop flight to PDX, and one 

nonstop flight to LAS. All service is provided with Dash 8 Q-400 aircraft. The economic 

impact from Horizon’s five daily flights results in a direct and indirect economic impact of just 

over $112 million per year and contributed an estimated 414 jobs within the community. 

Horizon is pleased with the investment opportunities at STS and continues its operations as listed 

below: 
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STS AIR SERVICE – AUGUST 1, 2011

Market Airline Depart Arrive Stops Frequency

STS-LAX Horizon 6:35 am 8:05 am 0 Daily

Horizon 4:10 pm 5:44 pm 0 Daily

LAX-STS Horizon 8:40 am 10:10 am 0 Daily

Horizon 6:40 pm 8:10 pm 0 Daily

STS-SEA Horizon 10:40 am 12:50 pm 0 Daily

Horizon 5:15 pm 8:20 pm 1 Daily

SEA-STS Horizon 9:00 am 12:04 pm 1 Daily

Horizon 1:30 pm 3:40 pm 0 Daily

STS-PDX Horizon 5:15 pm 7:00 pm 0 Daily

PDX-STS Horizon 10:20 am 12:04 pm 0 Daily

STS-LAS Horizon 12:34 pm 2:18 pm 0 Daily

LAS-STS Horizon 2:53 pm 4:45 pm 0 Daily

Sonoma County Community Profile

The Sonoma County Community is a growing, diverse area that needs and depends upon airline 

service to connect its catchment area population of over 1,100,000 residents to the nation’s air 

transportation system and to assist others who serve and visit the area from throughout the 

United States and abroad. When Sonoma County submitted a proposal for a grant in 2004, the 

Airport area was one of the largest market areas in the United States without commercial 

passenger air service.

Economic growth in Sonoma County has increased by 20% since 1990 and has outpaced 

California nearly every year during that period of time. This is due to the County having a 

growing concentration of high-tech industries that have benefited from strong business 

investment and export growth in the first half of the decade. Also, the agriculture, wine, and 

tourism industries performed well through the recession and showed large growth during the 

later part of the 1990’s. The County has had a net inflow of migrants that have supported the 

growth in business. Domestic migrants come primarily from within the state. The most recent 

survey indicates that almost 50% of the domestic migrants moved from other Bay Area 

communities and Sacramento to Sonoma County. 

The Sonoma County community has also been impacted by the economic recession that has been 

felt nationwide. Local leaders see the tourism industry as a focal point to bring revenue and new 

jobs into the community. The Sonoma County Tourism Bureau set up offices and advertising

activities nationwide to attract tourism to Sonoma County. The Sonoma County Tourism Bureau 
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seeks air service from DEN as a strategic travel gateway to markets to the East, Canada and 

Mexico.

The business market is strong and diverse in Sonoma County. Community leaders will continue 

to support existing employers while attracting new businesses that will contribute to the 

economic well being of the area. The major employers have indicated a strong interest in service 

to Denver with connections to beyond markets. The key employers are:

Company Employees Industry

Agilent Technologies 2,600 Communications

Kaiser Permanente 2,500 Health Care

Santa Rosa Junior College 2,360 Education

St. Joseph Health System 2,300 Health Care

Lucas Films 1,820 Entertainment

Sonoma State University 1,800 Education

Firemans Fund Insurance 1,700 Financial

Medtronic 1,400 Technology

Optical Coating Labs 1,300 Technology

Beringer Blass Wine 1,200 Agriculture

Santa Rosa is ranked sixth nationally as the best places for business in the Forbes/Milken survey. 

The quality of life in Sonoma County and the North Coast are consistently ranked very high. 

This has resulted in an influx of new residents and businesses wishing to take advantage of the 

varied geography and small town atmosphere. Affordable housing has been improving due to 

higher incomes and lower interest rates. Air quality has consistently improved since 1990. 

It’s important to note that auto transportation on Highway 101, the north-south artery for the 

catchment area, increases every year making the 65 to 75 mile commute time longer and harder 

for businesses to ship goods. This is especially a challenge for travelers using SFO and OAK

because it can result in ground travel times to these airports to over three hours for the 65 to 75 

mile distance. The lack of sufficient air service from STS to markets to the east is also a 

deterrent to growth in business and tourism. 

Sonoma County is an ideal place to both live and work. With this combination and our excellent 

quality of life, strong tourism and business climate, Sonoma County is an ideal match for air 

service. Air service by Horizon at STS to LAX, SEA, PDX, and LAS has been very successful 

and it is projected that additional flights to other markets will also be very successful. The 

addition of service to Denver by Frontier will be utilized by the local business market and 

provide a strong stimulus for tourism spending in the Sonoma County market area and is being 

supported by the whole community.
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Market Analysis

Economic Indicators

In 2010, the Airport market catchment area had a population of approximately 1,144,700 

residents with 443,700 households. Total retail sales for the Airport market was approximately 

$43,118 per household. The effective buying income for the Airport market area was $70,178

per household, one of the highest in the nation. Approximately 50% of the area households have 

an annual buying income in excess of $50,000. Over 1/3 of our market area is considered rural in 

nature. 

The economic indicators for the Airport market area are higher than the average for the State of 

California where the retail sales average $42,675 per household, buying income averages 

$57,795 per household, and 42.5% of the total households have buying incomes in excess of 

$50,000. The total Bay Area market has a population of 7.3 million with the Airport catchment 

area comprising 15% of the total.

The largest concentration of population is in the cities of Santa Rosa, Rohnert Park, Petaluma, 

and Novato. These four cities represent over 300,000 people. These cities are all located to the 

south of the Airport and are required to use Highway 101 to access the Airport. Normal 

commuter traffic flow is to the south during commute times in the morning and to the north in 

the late afternoon. As a result, the airline passengers in these cities access the Airport well.

 

Comparison to Similar Market Areas

When the Airport market area is compared to other similar metropolitan market areas in 

California, the Sonoma County community is not getting all of the air service that its population 

and economic buying power can support. The average size of the markets listed below is 

683,000 people, approximately 40% less than the service area for Sonoma County. Retail sales 

and income per household for the other airport market areas lags behind Sonoma County. Yet, 

the daily flight average of these markets is 26.5 flights compared to 5 flights for STS. 

COMPARISON TO SIMILAR MARKETS 

 STS FAT BFL MRY SBA

Population 1,144,700 1,078,500 821,700 417,120 415,380

Population over 25 69.1% 59.2% 59.2% 61.7% 62.1%

Households over

$50,000 income 49.5% 36.7% 37.2% 47.7% 48.4%

Retail Sales/Hshld. $43,118 $39,525 $40,482 $46,516 $43,433

Income/Hshld. $70,178 $51,306 $50,205 $63,247 $67,451

Buying Power Index .4413 .2530 .2185 .1256 .1418

Daily Flights 5 41 15 18 32

Without knowing more, it is tempting to suggest that the Airport does not have the frequent air 

service because of its close proximity to the SFO and OAK. The proximity to these airports is 
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deceiving not only based on road mileage, but also in terms of travel time. All of the airports 

listed above except for Fresno are within 100 miles of a major airport and have about the same 

driving time as STS to a major airport even though we are only 65 to 75 miles from a major 

airport.

Unique Air Travel Factors of the Market Area

For service to and from DEN, most of the Airport market area air passengers are driving to 

OAK, SFO, or the SMF to catch nonstop flights. Although these airports look close on a map, 

the travel time from some of our market areas averages from three to five hours of driving time. 

To catch morning flights to DEN, customers are driving to one of these three airports the evening 

before and staying at a hotel for the night in order to guarantee not missing their morning flights.

Local Market Demand

An analysis of passenger bookings was developed by Sabre Airline Solutions for the twelve 

months ending November 2009. The analysis came up with 3,962 outbound passenger bookings 

per day from residents of the Airport catchment area. This equates to 1,446,000 outbound 

passengers and 2,892,000 local round trip passengers. 

The southern California market served by five airports was the number one overall destination 

with 562,000 annual origin and destination passengers. Passengers in the STS-DEN market were 

estimated at 137,600. Passengers to DEN and beyond to other Frontier Airlines markets were 

estimated by the Sabre Study to be 1,727,700 on an annual basis.

Based on the Sabre booking data, over 70% of the airline passengers are using SFO to originate 

trips. Nine airlines account for 90% of the total passenger booking from the Airport market area. 

United, Alaska, Southwest and American accounted for 65% of the passenger bookings from the 

Airport market area. With the heavy use of SFO, the customers are paying a higher fare for the 

convenience of using a preferred carrier or nonstop service and the region is subjected to 

additional pollution and congestion.

 CHOICE OF AIRPORT FOR STS AREA PASSENGERS
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The Sabre Study presented the passenger bookings from the Global Distribution System for the 

total Airport catchment area for a twelve-month period. Over 1,051 daily passengers from the 

markets listed below will benefit from new air service to DEN by Frontier Airlines. This equates 

to a total outbound market from STS of 384,000 passengers per year.

TOP STS DESTINATIONS FROM SABRE STUDY

Market PDEW Market

LAX* 240.4 EWR 69.9

PDEW

GDL 163.8 SNA 68.7 

JFK 157.8 PHX 62.2

SEA* 143.7 HNL 61.9

MSP 135.3 LHR 60.5

LAS* 113.8 BUR 60.0

ORD 112.7 MEX 57.2

DEN 94.3 OGG 57.0

SAN 85.7 DFW 54.9

BOS 81.5 MLM 53.0

IAD 81.1 ATL 50.1

PDX* 75.4 PHL 47.8

KOA 70.1 MCO 43.8

* Current Markets Served Source: Sabre MIDT data YE Nov. 2009

High Air Fares

At the present time, passengers flying from STS to DEN and points east are making connections 

at LAX, LAS, PDX, or SEA airports. In 2010, the average fare from the Airport was 84.4% 

higher than the average fare from SFO and 60.5% higher to the top fifteen markets to the east 

than the fares from SFO.

STS HAS MUCH HIGHER FARES THAN SFO 

TO KEY MARKETS IN THE EAST

 STS Average SFO Average % STS higher

Market Fare Fare 

Denver $236 $128 84.4%

than SFO

Atlanta 248 213 16.4%

Boston 437 225 94.2%

Dallas 306 220 39.1%

Chicago (ORD) 256 218 17.4%

Houston 416 249 67.1%

Kansas City 281 170 65.3%

Minneapolis 323 216 49.5%

Newark 387 274 41.2%

New York (JFK) 505 255 98.0%

Omaha 349 147 137.4%

Orlando 354 207 71.0%

St. Louis 276 197 40.1%
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Washington (DCA) 312 184 69.6%

Washington (IAD) 368 243 

Average $337 $210 60.5%

51.4%

Source: DOT O&D and Fare data, YE 2010

Frontier Airlines is a low cost carrier (LCC) and a low fare carrier. If Frontier Airlines initiates 

fares similar to what they have in other west coast markets, then STS should have very 

competitive fares with SFO to the same markets. This should eliminate the fare disparity for 

STS and help eliminate leakage to SFO and other airports.

Action Plan

Action Plan Elements

The goal of the Action Plan is to address issues associated with the proposed air service that are 

critical to the long-term success of that service. In this regard, this action plan will address three 

areas for the Airport: (1) marketing, promotion, and support of new air service; (2) fee waivers 

by the Airport during the start-up phase; and (3) revenue guarantees for initial air service.

Marketing Program

The success of the Airports 2007 Small Community Air Service Development Program grant

was due to the vibrant marketing and advertising program that was developed by the Airport and 

Horizon. For this new project, the Airport is allocating $475,000 to advertising and marketing. 

If we include advanced ticket sales, then the marketing, advertising, public relations, and pre-sale

tickets account for $975,000 or 65% of the total project.

The advertising, promotions, and public relations program are all part of the marketing plan to 

support new air service. The target market for Sonoma County air service is a combination of 

local business, leisure travel, and visitor to the Sonoma County market area. The marketing 

campaign will include advertising, promotions, and public relations in the five county region 

served by STS to introduce and promote the new air service.

Sonoma County’s marketing campaign is to concentrate promoting the new service in its five 

county region. Partner Frontier Airlines will concentrate its marketing and advertising funds to 

inform, attract and give notice of its entrance into the DEN market. The overall marketing 

campaign will focus on: (1) the traveler; (2) the travel agent; (3) the corporate travel 

coordinator; (4) the business associations, and (5) social media. The campaign will strategically 

utilize media outlets including: radio, newspaper, magazine, direct mail, Internet, and billboards.

Marketing and Media Selection

The market in the Airport market area can best be reached by using local newspaper, radio, 

billboards, direct mail, trade publications, and online advertising via the Internet. Upon review 

of the local medium for the market, the following is recommended.
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SELECTED MEDIA FOR NEW AIR SERVICE

Media Type Media Selected Location

Newspaper Press Democrat Santa Rosa

Daily Journal Ukiah

Valley Register Napa

Independent Journal Marin

Radio KSRO 1350 am News-Talk

KJZY 93.7 fm Jazz

KRSH 95.9 fm Rock

KFGY 92.9 fm Country

KWNE 94.5 fm Contemporary

This media plan results in a very diverse program for promoting the new air service. The cash 

budget is estimated to be $350,000 with an additional in kind budget of $125,000 for a total of 

$475,000. The plan will include advertising and marketing at least ninety days prior to the start 

of service continuing for six months after the start of air service.

ESTIMATED MARKETING EXPENDITURES FOR NEW AIR SERVICE

 Cash In Kind 

Advertising

Total

 Newspaper/Magazine $100,000 $50,000 $150,000

 Radio 60,000 45,000 105,000

 Outdoor (Billboards) 65,000 10,000 75,000

 Production 15,000 10,000 25,000

 Internet 15,000 10,000 25,000

 Direct Mail 25,000 25,000

Public Relations 35,000 35,000

Outside Marketing Services 35,000 

Total $350,000 $125,000 $475,000

35,000

Fee Waivers

Included in the incentive package being offered to Frontier Airlines is the waiver of landing fees 

for flights arriving from DEN for the first year of operation. At current rates, this is $165.39 per 

landing for the E-190 aircraft, or approximately $30,200 per year. In addition, the Airport will be 

waiving terminal fees ($3,500) and RON fees ($1,300) for total fee waivers of $35,000.

Advance Ticket Sales Program (Travel Bank)

The final local incentive being offered for the new air service is a commitment to sell $500,000 

of tickets in advance. The Santa Rosa Chamber of Commerce in association with the Redwood 

Credit Union developed a Travel Bank program for Horizon and will do the same for Frontier

Airlines. The Redwood Credit Union will accept deposits and issue debit cards that can be used 

for travel on Frontier Airlines. Based on the previous program, it is estimated that approximately 
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$500,000 of tickets for service on Frontier Airlines will be purchased by various individual and 

corporate accounts.

Revenue Guarantee

Frontier Airlines requested an incentive program that includes a revenue guarantee to offset 

initial operating losses. Based on the analysis by our consultants, a $500,000 revenue guarantee 

should be sufficient to support the new air service. It is estimated that one daily flight between 

STS and DEN will generate 79 passengers per flight or 4,700 passengers per month. Based on 

actual average fares for SFO-DEN in 2010, it is estimated that the average one-way fare will be 

$140 for STS-DEN (after start up promotions). This equates to passenger revenue of $11,060

per flight or $665,000 per month.

It is assumed that there will be a ramp up of passengers during the start up period. Load factors 

are estimated to be 60% for the first month and increasing to 80% by the fifth month. It should 

be noted that the lowest load factor that Horizon experienced at STS was in the start of the LAS 

service and this load factor was 63%. Load factors to LAX and SEA exceeded 80% during the 

start up period. It is also assumed that the average fares will be lower in the first few months as a 

motivator for air travel reaching the month average of $140 in the sixth month. The expense 

forecast is based on the Frontier Airlines cost for the Frontier E-190 aircraft as reported in form 

41 with the U.S. Department of Transportation for the first quarter of 2011. 

ESTIMATED REVENUE GUARANTEE TO COVER INTIAL OPERATING LOSSES FOR 

SERVICE FROM SONOMA COUNTY TO DENVER

Month Passengers Revenue Block Hrs. Expense

One 3,564 $356,400 150 $600,000 ($243,600)

Profit/(Loss)

Two 3,860 $424,600 150 $600,000 ($175,400)

Three 4,160 $499,200 150 $600,000 ($100,800)

Four 4,455 $579,150 150 $600,000

Sub Total 16,039 $1,859,350 600 $2,400,000 ($540,650)

($ 20,850)

Five 4,750 $640,000 150 $600,000 

Total 20,789 $2,499,350 750 $3,000,000 ($500,650)

$40,000

Total Revenue Guarantee ($500,000)

Total Incentive Package

Combining the Small Community Air Service Development Program grant and local 

participation with business and tourism interests, the County of Sonoma will be able to offer a 

very complete package with which to entice new service. The combined incentive package will 

create an extremely strong marketing component, flight guarantee program, and a strong 

public/private partnership. With the federal assistance the total incentive package that would be 

offered to Frontier will be $1,510,000. Total Federal participation requested is $650,000 with 

the community providing $860,000. It is estimated that $325,000 of the incentive package from 

the sponsors and $150,000 of the Federal funds will be spent on advertising and marketing the 

new air service for a total of $475,000. The local community will contribute 23.5 % of the total 

cash for the incentive package. 
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SUMMARY OF INCENTIVE PACKAGE FOR NEW AIR SERVICE

 Federal Local Total

Flight Guarantee $500,000 $500,000

Marketing and Advertising 150,000 325,000 475,000

Airport Fees Waived 35,000 35,000

Pre-purchased tickets 500,000 

Total $650,000 $860,000 $1,510,000

 200,000

Innovative Marketing Programs

In the 2007 Small Community Air Service Development Program grant, Sonoma County and 

Horizon initiated innovative marketing and sales programs. This included featuring Sonoma 

County wines on all Horizon flights, offering trips to the wine country on Los Angeles radio 

stations, providing free shipment of wine purchases on Horizon flights departing STS, and 

providing same plane service between the Pacific Northwest and LAX and LAS.

For the new STS-DEN route, it is proposed that the airline and the community establish a “Fly 

Sonoma County Airport, Shop in the Wine Country” program. This would be a joint program 

sponsored by the Tourism Bureau, Santa Rosa Convention and Visitors Bureau, local Chamber 

of Commerce, the airline and the local newspapers. The airline would provide free trips as prizes 

for a shop in Sonoma County sweepstakes and the merchants and the local media would support 

the new air service. This would be unique and give STS an advantage over other airports in the 

region.

Economic Stimulus

The proposed new air service will act as an economic stimulus and generate new revenue for the 

community and the Airport. The new service will bring passengers from DEN and points 

beyond and will make an economic impact to the Sonoma County market area during this 

recessionary period and in the future. It is estimated that the new Frontier Airlines flight will 

deplane approximately 29,000 passengers in Sonoma County. Approximately half will be new 

visitors (14,500) to Sonoma County. Based on recent surveys developed by the Sonoma County 

Tourism Bureau for average stay and average expenditure, the new service is projected to 

contribute $13.2 million to the local economy. 

VISITOR EXPENDITURES FOR NEW AIR SERVICE

Estimated Visitors 14,500

Estimated Visitor Days in the area 54,000

Average Daily Expenditure $245

New Visitor Expenditures $13,230,000

The new air service is expected to create 82 new jobs at the Airport and in the local hospitality 

and tourism industry. Based on industry averages for staffing and wages, it is estimated that the 

new air service will create an annual payroll increase of $3.7 million.
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Performance Measurement and Schedule

Performance Measurement

The incentive package as outlined in this application focuses on the Sonoma County market area. 

The marketing, advertising and promotional campaign presented will develop awareness and 

engage passengers for the new airline service. Passenger response will be measured by the 

reservations volume at the airline and by the passengers emplaned at the Airport.

The performance of the proposed air service will be tracked on a monthly and quarterly basis. 

This tracking will measure the number of passengers using the new air service and monitor the 

airline revenue and related incentive requirements.

Monthly. The airline will provide flight segments flown, on-board passengers and 

gross revenue data. This data will be compared to the forecast projections to 

measure the performance of the program.

Quarterly. The Sponsor will aggregate the year to date flight data, passenger statistics 

and gross revenue date. The goal is for the passengers carried and the gross 

revenue to exceed the projections by the sixth month.

By accepting the incentive package as outlined, Frontier Airlines will be requested to agree to 

accept the incentive package and the joint marketing campaign for a period of not less than

twelve months. This is sufficient time to establish the new service. During this twelve-month 

period we will work with Frontier Airlines, and will closely course correct and adjust to achieve 

sustainable operations. After the twelve month period closes, the Community and the Airport 

will continue to work with Frontier in supporting its air service, as was successfully done with 

Horizon.

Schedule

The Airport will employ the following proposed timeline based on the grant award within 

eighteen months of acceptance and a timely closeout:

PROPOSED TIMELINE

Item Time Frame Estimated Date

Submission of Grant Proposal August 2, 2011

Execution of Grant Agreements December 2011

Airline Negotiations two months January-February 2012

Marketing Program

Commencement 90 days prior to Service March 2012

Completion 1 yr. after start of service 

Start of Service June 2012
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Community Support

As outlined and described above, the Board of Supervisors has created an Airline Attraction 

Committee to aid in our recruitment efforts. This Committee is designed to facilitate and foster a 

public/private partnership for the attraction and retention of air service to the County. The 

purpose of this Committee is as follows:

• The mission of the Sonoma County Airport Airline Attraction Committee is to 

assist Sonoma County with the attraction of air service to the County by acting 

as a sounding board for business and community interest, to facilitate business 

and community support for advance ticket purchases and to assist with local 

marketing.

• The Committee has three subcommittees working on business support for ticket 

purchases, advertising support from local business and providing feedback for 

County ideas. County staff assists this Committee where able and as requested.

• To assist the County in establishing a pre-purchased ticket program, flight 

guarantee, and advertising and marketing.

SONOMA COUNTY TOURISM BUREAU - SERVICE LAUNCH MARKETING PLAN

Overview

For spring 2012, Frontier Airlines will begin service from DEN to STS. The new service opens 

a critical in-bound market for Sonoma County and has the potential to dramatically increase 

overnights stays in the area. Further, the new air service will allow visitors from anywhere in the 

world to get to Sonoma Country in just two flights. The following marketing plan outlines the 

Sonoma County Tourism Bureau’s operational plans for increasing overnight visitation for DEN 

as well as provides marketing incentives to Frontier Airlines and aid in the first year of service in 

the launch of this air service.

Marketing Program Goals

Through the leveraging of new air service to Sonoma County, increase overnight lodging stays 

originating from Southern California. 

Timelines

The marketing program will roll-out in October and November. Due to the holidays, efforts will 

be aggressive in January, February and March of 2012. Furthermore, some the programs and 

methods listed below will be used after the launch to continue the momentum achieved prior to 

service.
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Market Investment Note

The SCTB will have access to and the ability to piggyback on various opportunities Frontier 

Airlines is developing in the region. Frontier does have a heavy presence in DEN and 

recommended SCTB efforts be focused in that market and select one stop markets that connect 

through DEN to STS. The marketing plan was developed using this guidance.

Marketing Plan Actions

General Themes

The following key themes were developed as part of the plan:

1) Ease of getting to wine country and Sonoma County

2) Upscale destination with diverse features/activities

Advertising creative would also include elements (colors layout) of current creative to extend 

general brand awareness and voice in the market place.

Collateral Material

Boarding Pass

Separate collateral will be important to differentiate Sonoma County’s new service from other 

general destination information. Further, the collateral needs to be individualized for DEN and 

add to the other Frontier Airlines serviced to STS.

The collateral developed will look similar to an airline boarding pass. On the boarding pass 

important information – schedule and flight times, details of the aircraft and route schedule will 

be provided to potential customers through direct mail and distribution through hospitality 

partners.

Luggage Bag Tags /Other

To extend the voice of the destination, the SCTB will provide an array of giveaways including 

but not limited to luggage tags and other promotional products to be developed. They would be 

given away at events in DEN.

Website Development

Add to the Sonoma County Tourism Bureau homepage a landing page for the DEN service and 

booking engine. The site will act as a platform for users to receive information about special 

events and promotions regarding the new service and will have a link to both Frontier Airlines 

reservations and the larger SCTB site – offering things to do, lodging and transportation. The 

goal of the enhanced homepage and booking engine is to provide easy access and specific 

information regarding the air service and SCTB unique marketing features and promotions.
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Public Relations

Public relations will be a key component of the launch program. With limited media/advertising 

funds, communicating the news about the new service through articles and news releases will be 

important.

General Communications

◊ SCTB will compile and distribute releases (beginning in October) to media in DEN as 

well as other trade and media outlets. The distribution will include general media, travel 

writers, travel editors, food writers, wine writers, freelancers and other appropriate 

journalists. We’ll also work with travel writer associations to enhance coverage. 

◊ All SCTB press releases will now contain information about the new service as part of 

the organization’s description.

Trips/Press Trips

◊ In the first quarters of 2012, the SCTB is planning a familiarization trip for media based 

in DEN and select one stop connection markets through DEN to STS.

◊ SCTB staff will travel to DEN in the first quarter of 2012 for face to face appointments 

with media and other key contacts regarding the new service. These meetings may 

supplement the FAM trip or provide key information for those not attending.

◊ SCTB will bring a piece of Sonoma County to leave with each journalist, such as a bottle 

of wine, small food items, a press kit, b-roll video (for television stations), etc.

◊ Incentive trips for the ARES Call Center Agents to sell the new service to visitors.

Targeted Media

Print Media

◊ SCTB will pitch travel editors, food editors, wine writers, bloggers and top freelance 

journalists in these markets. 

◊ A pre and post print media could include ads in key. In addition we will target online ads 

such as Facebook.

Online Media

◊ SCTB will research and pitch the top online travel Web sites. Many of these sites now 

include articles on destinations, and they should be reminded that Sonoma County is one 

of the premier destinations in the country.
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Inaugural Flight Plan

◊ This is being handled by the Airport and the Chamber of Commerce. The Sonoma 

County Tourism Bureau will coordinate Sonoma County wines aboard the inaugural 

flight. Tarmac toasts and encourage key Sonoma County tourism officials to fly on the 

Inaugural flight.

Media/Advertising

Print Advertising

◊ Frontier Airlines currently referencing the upcoming service on the route map page of 

their in-flight magazine section that runs monthly. 

◊ Frontier Airlines will feature the availability of SCTB wine country vacation packages in 

their in-flight magazine as soon as they get the pricing loaded for the flights into STS 

◊ Investigate packaging with Wholesalers – Creative Leisure for overnight packages to 

Sonoma County. Incentive to book early Air line mile bonus.

◊ "House" ad (no cost to SCTB) in Frontier Airlines magazine starting in October that 

promotes the new routes. 

◊ SCTB featured Frontier Airlines advertisement in new SCTB Meeting Planners Guide.

Contests and special packages

◊ Web Contest: Through the website, the SCTB could run a giveaway a month beginning 

in January 2012. This will assist in developing a database and drive customers to the site. 

◊ On the SCTB website and booking engine have special lodging and flight packages.

Sales

◊ Soirée and Sales Blitz

o The SCTB sales team will execute sales blitzes in the DEN area. These events 

will include meeting with key businesses and organizations and informing them 

regarding the new service. The number of blitzes will be determined by the sales 

team. To provide attendees with a taste of Sonoma Country and a platform for 

SCTB partners to meet potential customers.

◊ Industry Event Sponsorships

The sales team will collaborate with travel industry organizations to sponsor key 

events including lunches and receptions. The team will review opportunities in DEN. 
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Marketing Integration

◊ The SCTB has developed several marketing programs over the past year. The SCTB will 

integrate the Frontier Airlines message where applicable. New service collateral will be 

distributed at these events. The programs include but are not limited to:

o Tradeshows and Business meetings

o Coordinate with the Sonoma County Vintners and Sonoma Wine Grape 

Commission 

Trade Shows

 Sales staff to participate in Travel trade shows in the DEN Area

Airport Literature Distribution

Airport Visitor information literature distribution rack for Frontier Airlines, Sonoma County 

Tourism Bureau to supply information on the area to the Airport for distribution. 

Post Launch Activities

 To place print media advertising the air service to Santa Rosa

 Direct Marketing

Promotional activities in conjunction with the Sonoma County Vintners Association and the 

Sonoma County Wine Grape Commission.
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Assurances

The County of Sonoma and the Charles M. Schulz – Sonoma County Airport (hereinafter 

referred to as “Sponsor”) hereby provides the U.S. Department of Transportation with the 

following assurances:

• The Sponsor will comply with all of the applicable Federal laws, regulations, 

executive orders, policies, guidelines, and requirements as they relate to the 

application, acceptance, and use of the Federal funds for this project.

• The Sponsor has the legal authority to apply for the Small Community Air Service 

Development Pilot Program grant, and to finance and carry out the proposed project; 

that a resolution, motion, or similar action has been duly adopted or passed as an 

official act of the applicant’s governing body authorizing the filing of the application, 

including all understanding and assurances contained herein, and directing and 

authorizing the person identified as the official representative of the applicant to act 

in connection with the application and to provide such additional information as may 

be required.

• The Sponsor has access to the funds available for that portion of the project costs, 

which are not to be paid by the United States government. The Sponsor has sufficient 

funds to assure operating and maintenance of items funded under the grant 

agreement, which it will own or control.

• The Sponsor shall keep all project accounts and records which fully disclose the 

amount and disposition by the recipient of the proceeds of the grant, the total cost of 

the project in connection with which the grant is given or used, and the amount or 

nature of that portion of the cost of the project supplied by other sources, and such 

other financial records pertinent to the project. The accounts and records shall be 

kept in accordance with an accounting system that will facilitate an effective audit in 

accordance with the Single Audit Act of 1984.

• The Sponsor shall make available for the purpose of audit and examination, any 

books, documents, papers, and records of the recipient that are pertinent to the grant.

• The Sponsor will execute the project in accordance with the approved program 

narrative contained in the project application or with the modifications similarly 

approved.

• The Sponsor will furnish such periodic reports as required pertaining to the project 

and activities.
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AIRLINE LETTERS OF SUPPORT
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POLITICAL LETTERS OF SUPPORT
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BUSINESS LETTERS OF SUPPORT

Santa Rosa Chamber of Commerce

Santa Rosa Convention and Visitors Bureau

Agilent Technologies

Airport Business Center

American Medical Response

Best Western Wine Country Inn & Suites

Century 21

Courtyard Marriott

Exchange Bank

Fern Grove Cottages

Flamingo Conference Resort and Spa

Firma Design Group

FountainGrove inn

George Peterson Insurance Agency

HDP Enterprises, Inc.

Hilton Garden Inn

Hilton Sonoma Wine Country

Hyatt Vineyard Creek Hotel and Spa

Innovative Business Solutions

Jim Johnson & Associates, Inc.

Kaiser Permanente

Keegan & Coppin Company, Inc.

Leap Solutions

LeaseMark

Medtronic, Inc.

Melitta Station Inn

Merrill, Arnone & Jones, LLP

NorthBay biz Magazine

North Bay Business Journal

North Bay Leadership Council

North Coast Bank

Pisenti & Brinker, LLP, Raymond Pounds

Pisenti & Brinker, LLP, William A. Robotham

Redwood Credit Union, President & CEO

Redwood Credit Union, EVP, Chief Operations Office

Santa Rosa Fire Fighters – Local 1401

Seniors, Inc.

Sheraton Sonoma County – Petaluma

Sonoma Bank

Sonoma State University, President

Sonoma State University, University Affairs

Sonoma State University, School of Business & Economics

Vantreo Insurance Brokerage

Vintners Inn

Brett Bradford, CPA

Christina z. Hollingsworth, CPA

Judy James – Republic Services

Gary Lentz

Lisa Osina

Jennifer Pickle

Kelly Pomus

Alan P. Stess

Donald R. Test

Nancy M. Thompson
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Charles M. Schulz – Sonoma County Airport Proposal

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July 24, 2011

The Honorable Ray LaHood

Secretary of Transportation

U.S. Department of Transportation

400 Seventh Street, SW, Suite 10200

Washington, DC 20590

Subject: Docket DOT-OST-2011-0119

Dear Secretary LaHood:

 

I strongly support Sonoma County, California’s application for a Small Community Air 

Service Development Program grant to help expand and improve airline service to the 

Charles M. Schulz - Sonoma County Airport.

My observation is that the entire county and the surrounding area supports the efforts of 

the Sonoma County Board of Supervisors and its partners (local employers, California 

State University, community groups from all the surrounding counties, various airlines, 

and others) to bring increased airline service to our airport. People I talk to in the 

community are wanting to travel to an eastern hub like Denver. We are anxious to 

extend our air travel options.

Local airline service has traditionally been the most convenient and practical way to 

travel to other parts of the state and country to visit family, for business purposes, and 

for leisure. It is also the best way for family members, tourists and people with business 

in the area to get here. The highways are now very congested, and with the federal 

budget situation there seems little hope of improving them. Increased airline service with 

an additional destination like Denver would help solve the problem and would help ease 

congestion on the areas highways and the San Francisco Bay Area airports.

We are confident that with your support, our unique and desirable communities will 

continue to grow and prosper, by attracting more and more visitors, for both business 

and pleasure. Please help us improve and expand airline service by awarding a Small 

Community Air Service Development Program grant to Sonoma County.

Sincerely,

Alan P. Stess

Marketing Chair, Airline Attraction Committee
Small Community Air Service Development Program 

Charles M. Schulz – Sonoma County Airport Proposal

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