PROPOSAL UNDER THE SMALL COMMUNITY AIR SERVICE 

DEVELOPMENT PROGRAM, DOCKET DOT-OST-2010-0124

SUBMITTED BY

LAFAYETTE AIRPORT COMMISSION, LAFAYETTE, LOUISIANA

LEGAL SPONSOR – LAFAYETTE AIRPORT COMMISSION

DUNS # 059118182

CONGRESSIONAL DISTRICT # 07

Existing Air Service

Lafayette Regional Airport (LFT) is a large, non-hub airport that provides air service to 

major hubs (ATL, DFW, MEM and IAH) for connecting service. Three airlines provide 

service – American Eagle, Delta Connection and Continental Express. Twenty flights are 

offered each day. 918 seats is the cumulative, maximum number of passengers that can 

be served on a daily basis. Listed below is a summary of the service offered by each 

airline:

American Eagle offers three flights per day to/from Dallas/Fort Worth. Aircraft used are 

Embraer ERJ – 145 jet aircraft with seating capacity for 50 passengers for a total 

passenger capacity of 150 people per day.

Delta Connection offers three flights per day to Atlanta and three flights per day to 

Memphis. Aircraft used are CRJ – 200 jet aircraft with seating capacity for 50 

passengers for a total passenger capacity of 300 people per day.

Continental Express offers fifty percent of the flights to/from LFT with ten flights 

to/from Houston. Aircraft used are Embraer ERJ – 145 jet aircraft with seating capacity 

for 50 passengers and SAAB – 340 turbo prop aircraft with seating capacity of 34 

passengers for a total passenger capacity of 468 people per day.

The top destinations for passengers flying to/from LFT are Dallas, Washington D.C., Las 

Vegas, Atlanta and Houston. Average round-trip air fares range from $268 to/from 

Dallas, $309 to/from Washington, D.C., $351 to/from Las Vegas, $242 to/from Atlanta 

and $338 to/from Houston.

Lafayette Regional Airport is the major airport for the state’s region that is referred to as 

the Acadiana region. The parishes within this region include Acadia, Evangeline, Iberia, 

Lafayette, St. Landry, St. Martin, St. Mary and Vermilion. The airport is located within 

the city of Lafayette, which is the major metropolitan area for the region.

Historical Air Service

Since collecting enplanement data, LFT had fluctuating enplanement rates, especially 

during the past twelve years. LFT saw a substantial increase in passenger boarding until 

1998, when it peaked with 214,000 enplanements. In 2000, American Eagle began to cut 

its service to/from LFT and entirely left the Lafayette market in March 2002 as a result of 

911. The airline returned to the Lafayette market in April 2006 and currently offers three
flights per day to/from Dallas/Fort Worth. Hurricanes Katrina and Rita created abnormal 

conditions for the majority of the airports in Louisiana. 2006 enplanements rose by 8.5% 

from 2005, and 2007 enplanements increased 9.5% from 2006. By 2008, air travel 

to/from New Orleans stabilized and enplanements at LFT declined by five percent. 

During 2009 enplananement figures dropped another 1%. It is currently estimated that the 

LFT loses thirty-five percent of the regional flying market to New Orleans which 

amounts to approximately 75,000 passengers annually. Factors such as direct flights and 

lower air fares indicate that the leakage of air traveler passengers from the 

Lafayette/Acadiana region to New Orleans will continue if mitigating measures are not 

implemented.

Past Air Service Development Efforts

In 2004, LFT received a grant through the Small Community Air Service Development 

Program for a three year grant period to address the decline of enplanements and provide 

methods to increase enplanements. Through a partnership with the Louisiana Department 

of Economic Development, the Lafayette Convention & Visitors Bureau and the 

Lafayette Economic Development Authority, an aggressive marketing program was 

developed and implemented. Television, radio and outdoor advertisements targeted the 

core market in Lafayette Parish. A significant portion of respondents (forty-four percent) 

surveyed in an in-terminal survey remembered the advertising efforts and a comparable 

number (forty-two percent) remembered the “Fly Lafayette” slogan used in the ads.

In addition, a thirty six page economic development brochure that prominently featured 

Lafayette Regional Airport was developed and is currently being used by the Lafayette 

Convention & Visitors Bureau, Lafayette Economic Development Authority, Lafayette 

Parish Consolidated Government and many other private businesses and governmental 

agencies to attract and provide comprehensive information about the Acadiana region to 

potential businesses and visitors.

Research conducted as part of this grant showed that a major barrier for the Lafayette 

market was a lack of air service to/from Dallas/Fort Worth. The LAC and its partners 

effectively convinced American Eagle to return to the Lafayette market with the airline 

returning in April 2006. During the next two years, the leakage rate dropped from sixtyfour percent to forty-two percent.

During 2008 the leakage of regional passengers choosing to fly out of New Orleans 

began to increase with the LFT realizing a five percent loss of enplanements. A major 

advertising campaign was launched targeting the business and leisure traveler. Radio, 

TV and print media was utilized to encourage individuals to “Fly Lafayette”. During 

2009 and early 2010, the LAC’s website was redesigned. A major addition to the website 

was the inclusion of a travel calculator that allows an individual to compare the complete 

cost to fly to/from Lafayette to comparable costs to fly to/from Baton Rouge or New 

Orleans. 

During 2010, airport signage is being addressed with the installation of an LED screen 

that will be located at the entrance to the airport. The “Fly Lafayette” loyalty club has 
been reintroduced. Two permanent touch-screen data collection centers have been 

installed at the airport terminal to obtain traveler data. Travelers will be asked to provide 

information on such things as their reason for traveling, why they chose to fly out/in of

Lafayette, and their opinions to improve their experience at the airport. Prize incentives 

will be offered to entice travelers to enter their information. 

Air Service Needs and Deficiencies

In 2008, enplanements at LFT fell by five percent. During this same year, enplanements 

in New Orleans grew by five percent. Enplanements for 2009 demonstrated a continued 

trend with a decline of an additional 1%. Enplanement figures for New Orleans have 

returned and exceeded rates prior to Hurricane Katrina demonstrating that individuals are 

again choosing to fly out of New Orleans. 

Three of the top five destinations for people flying to/from Lafayette are Dallas, Atlanta 

and Houston. These destinations are direct flights and passengers typically connect to 

other flights from these destinations. Destination cities where Lafayette retains 65% or 

less of passengers include Newark, New York, Boston, Chicago and Portland. Three of 

these destinations are on the east coast.

Direct flights and low airfares offered by low cost carriers are the primary factors for air 

traveler leakage to New Orleans. Low cost carriers offer direct flights and air fares that 

are forty percent less than the air fares for the top five destinations that air travelers fly 

to/from Lafayette. An average round trip airfare from Lafayette to Washington, D.C. 

$309, while low cost carriers offer flights from New Orleans to Washington, D.C. for 

$109. 

A major deficiency is a lack of education and understanding of the overall time and cost 

of air travel. Generally, an air traveler looks at the amount of air travel time that it takes 

to get from one destination to another. Travel time to another airport that is not within 

their close geographic location is not taken into consideration. The additional costs, such 

as the gas and wear and tear costs of a vehicle as well as higher parking fees are not 

factored into the overall cost for their travel.

Southwest Airlines offers direct flights and air fares that are forty percent less than the air 

fares for the top five destinations that air travelers fly to/from Lafayette. An average 

round trip air fare from Lafayette to Washington, D.C. $278, while Southwest Airlines 

offers flights from New Orleans to Washington, D.C. for $109. 

A major deficiency is a lack of education and understanding of the overall time and cost 

of air travel. Generally, an air traveler looks at the amount of air travel time that it takes 

to get from one destination to another. Travel time to another airport that is not within 

their close geographic location is not taken into consideration. The additional costs, such 

as the gas and wear and tear costs of a vehicle as well as higher parking fees are not 

factored into the overall cost for their travel.
Strategic Plan

In an effort to stop the leakage to New Orleans, the Lafayette Airport Commission (LAC) 

will develop and implement a regional marketing plan to achieve the following goals:

• Reduce the leakage of Lafayette travelers flying in/out of New Orleans

• Retain and increase flight service to/from Lafayette

• Increase the aircraft capacity to/from Lafayette

Airline Communication Program

Through a partnership between the Lafayette Airport Commission and the Lafayette 

Convention and Visitors Commission a “Fly Lafayette” committee will be formed to 

convene semi-annual meetings with members of management of the current three air 

carriers that serve Lafayette to inform and gain feedback about flight service to/from 

Lafayette. This committee will report on the current demand for flight services within 

the region, including upcoming tourism events, economic issues such as new and 

expanding businesses and industries and the potential need to increase aircraft capacity at 

LFT. These meetings will also provide information on the regional marketing initiative 

and request input and suggestions from the air carriers to increase the aircraft capacity at 

LFT. Another objective of these meetings will be discussions about the possibility of the 

current air carriers to offer non-stop service to other major hubs such as Charlotte, 

Newark, Washington D.C. and Las Vegas.

Another initiative by this committee will be research and discussions on the possibility of 

obtaining additional air carriers to fly to/from Lafayette. This effort will begin with an 

exploratory stage that will also take into consideration the possibility of losing a current 

carrier that is already serving LFT if another air carrier came into the market. 

Research & Regional Marketing Program

In an effort to reach the secondary market of the Acadiana region, an aggressive 

marketing program will be targeted to three key outlying catchment areas – New Iberia, 

Opelousas and Rayne/Crowley. Implementation will begin by conducting focus groups 

in these areas to gauge passenger leakage to other airports, ascertain impressions of 

Lafayette Regional Airport, ask what would motivate participants to use the airport more 

often and what competing airports they use and why. 

The marketing program will be utilized to educate two different target audiences: the 

traditional baby boomer/business flyer and the 18 – 49 age flyer. The traditional 

baby/boomer/business flyer relies on newspaper, television and radio for information. 

The 18 – 49 flyer relies on the internet and social networking such as Facebook and 

Twitter for receipt of information. An aggressive marketing program will be 

implemented that will increase the marketing message to these two different audiences 

throughout the Acadiana region.

Social Networking

As part of the effort to reach new audiences, this project will promote its “Fly Lafayette” 

message through social media. The LAC website will be improved and constantly 
updated to provide individuals with immediate new information to help educate and 

provide the best solution to their flying needs. Information will also be shared through an 

e-newsletter, Facebook, Twitter and any other social medias that become popular and 

available.

Promotions

Throughout the three-year period, numerous promotions will be offered, especially 

through the “Fly Lafayette” Club. Prize incentives such as free dinners and free roundtrip airline tickets will be offered by entering information at one of the airport kiosks or 

through on-line promotions. The LCVC will be very involved in this area of the project 

and will include the airport in their convention information and at regional meetings and 

conventions.

Media Advertising

Advertising in the regional newspapers, television stations and radio stations will target 

the two different audiences. Ads will be designed to interest the traditional baby 

boomer/business flyer while other ads will be designed to interest the 18 – 49 age flyer. 

The selection of newspapers, television and radio stations will be determined for each 

target audience with the days and times of scheduled advertising being a part of the 

decision making process.

Outdoor Advertising/Signage

A minimum of twenty-eight outdoor billboard will be placed throughout the entire 

Acadiana region at all times throughout the three year period. Lamar Advertising, which 

is the major outdoor signage company in the region, will donate the space on no less than 

six outdoor billboards every month. The airport’s LED sign will be utilized to advertise 

the latest promotion and the social networking information.

Public/Private Partnership

Two area organizations have agreed to partner with the LAC for this project. The 

Lafayette Visitors & Convention Commission (LCVC) will be a partner and will provide 

$30,000 in advertising assistance, promotional assistance and serve as an active member 

on the Airline Communication Committee. The LCVC promotes all aspects of the 

Acadiana region including conventions, sporting events, concerts and area festivals. The 

LCVC also promotes area attractions, hotels and eating establishments. A major function 

of the LCVC is assisting domestic and international tour operators and travel agencies 

with group travel needs. Major assistance is also provided for conventions and trade 

shows, with the majority of these organizations requiring air travel assistance. 

Lamar Advertising is the largest outdoor signage company in the Acadiana region. This 

company has prime outdoor billboard spaces throughout the seven-parish region. Lamar 

Advertising has agreed to donate space on no less that six billboards every month 

throughout the three-year project. Each billboard rental space is valued at $900/month 

for a total donation of $194,400 over the three year period.
The Louisiana Department of Transportation and Development (LADOTD) will provide 

a 10% cash match for a total of $127,516.50 toward this project.

Program Budget

The total three-year program is estimated to cost $1,626,600. The LAC is requesting a 

grant of $360,000 (21% of the total project cost) from the Small Community Air Service 

Development Program. The Lafayette Airport Commission will provide $914,683.50 of 

funding and the State of Louisiana Department of Transportation & Development will 

provide a grant in the amount of $127,516.50. The two local partners – Lafayette 

Convention & Visitors Convention and Lamar Advertising will provide advertising 

assistance in the amount of $224,400. A detail of the proposed expenditures is list below:

Research $270,200

PR/Marketing $205,400

Social Networking $224,400

Promotions $263,100

Media Advertising $380,700

Outdoor Advertising/Signage $282,800

Total Program Budget $1,626,600

Funding Assurances

The LAC will utilize approved accounting procedures to track the project’s expenditures 

as outlined in the DOT contract. The LAC staff will be responsible for the administration 

of the grant and the monitoring of the project’s goals and objectives. The LAC will 

accept all grant assurances, that all funds (federal, state and local) intended for this 

project will not be diverted to other uses, as required in the terms and conditions of the 

grant offer.

Monitoring of the Program

The LAC staff will be responsible for the monitoring of the program’s goals and 

objectives. Monthly reports will be prepared and provided to the LADOTD and the 

LAC. The monthly report will reflect the progress of each component of the program and 

whether the objectives are being completed in a timely manner. 

Each report will include the monthly enplanement report and an analysis of the 

enplanement rate. The rate will be monitored to determine if enplanements are increasing 

and/or leveling off from a negative decline. Upon completion of the focus group study, a 

complete report and marketing plan based on the results of the study will be prepared and 

submitted for review. Each component of the marketing plan will be monitored and 

reported on a monthly basis. 

All efforts and contacts with airlines will be reported on a monthly basis to evaluate the 

success of retaining and increasing flight service to/from Lafayette. Monthly reports on 

data collected from the airport opinion kiosks will provide information on the opinions 

and needs that have been identified by passengers. Monthly results of the “Fly 
Lafayette” will be reported as well as the number of “hits” that were received on the 

airport’s website, Facebook page, Twitter and e-newsletter. Photo documentation will be 

reported on the installation of the airport signage and area billboards.

Four quarterly reports will be prepared each year to help determine the overall success of 

the program and whether the program is being accomplished on a timely basis. An indepth annual report will be prepared and submitted as a further evaluation tool. Upon 

completion of the three year program, a final report will be prepared and submitted.

Continuation of the Program Upon Completion of the Grant Period

Through increased revenue from additional enplanements, the LAC will be able to 

maintain an aggressive marketing program that will provide funding for continued market 

research and programs that will focus on meeting the needs of air travelers, changes in 

the airline industry as well as changing conditions within the Lafayette market and the 

state that may impact air travel service to/from Lafayette. 

Legal Sponsor

The Lafayette Airport Commission, a public governmental entity of the Lafayette 

Consolidated Government will be the legal sponsor for this program. The LAC has the 

legal authority to assume the responsibility to ensure that all funding under federal, state 

and local laws will be carried out for all aspects of this grant program.