Docket DOT-OST-2011-0119

Proposal under the Small Community Air Service 

Development Grant Program of

Greenbrier Valley 

Airport 

DUNS #162863757

West Virginia District WV-03

Legal Sponsor: Greenbrier County Airport Authority
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 2

Proposal Overview

The Greenbrier County Airport Authority respectfully submits its proposal for a grant under the 2011

Small Community Air Service Development Grant Program (Docket DOT-OST-2011-0119). 

Greenbrier Valley Airport is proposing to retain current air service and continue air service growth by 

categorizing groups of potential new passengers and using a combination of public relations, 

advertising, better ground transportation and direct personal contact to make them customers of 

Greenbrier Valley Airport. Currently the airport has a daily non-stop Delta 50 seat jet to both JFK and 

to Atlanta subsidized by The Greenbrier Resort, and twice weekly service to CLE on 19 seat 

turboprops operated by Gulfstream for Continental Airlines. Our objective is to increase traffic loads 

to reduce needed subsidies and to build our passenger base by reducing the estimated 90% leakage 

to other airports. 

Greenbrier Valley Airport has been on a path of growth for the last two years. In that time, The 

Greenbrier came under new ownership that was willing to subsidize air service to two major hubs. 

The Greenbrier County Airport Authority began and completed a $4.5 million renovation of the 

passenger terminal and doubled available parking to 300 spaces. The new jet flights and expanded 

terminal resulted in a 180% increase in passenger traffic in 2010 over 2009. 2011 will see another 

significant increase. Overall the quality of the transportation experience at Greenbrier Valley Airport 

has greatly increased and convincing passengers to use this facility instead of leaking to Charleston 

or Roanoke is the path to future growth and retention of the subsidized service, which is only 

guaranteed for a limited time. 

Greenbrier Valley Airport is positioned in the market as upscale with great facilities, shorter driving 

time than competing airports, free parking and competitive fares. The problem is it is unknown or 

customers have been disappointed in the past and automatically go to competing airports. To break 

this cycle we have created an interstate consortium the “2 Virginias Air Service Development 

Council.” This entity will be the guiding force behind executing this grant which will use advertising 

marketing, public relations and ground transportation improvements to create an identity, build 

brand loyalty and sell passenger service at Greenbrier Valley Airport.

This has been accomplished to date primarily as a person to person public relations campaign and 

now needs grant monies to pay for commercial advertising, marketing and public relations support 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 3

for the next phase. The consortium partners are identified and the first meeting of the 2 Virginias Air 

Service Development Council is scheduled for September at The Greenbrier, the next meeting is 

scheduled for November at Snowshoe Mountain Resort. The airport partners throughout the service 

area will guide the highly visible marketing, advertising and person to person public relations 

campaign. Marketing and meeting the individual needs of these partners will increase traffic and 

establish Greenbrier Valley Airport as the airport of choice in this service area. This passenger growth 

may enable The Greenbrier to add service to other destinations including Charlotte, Dulles and 

Chicago. Retention and expansion of the current air service is essential to the success of the local 

tourism based economy and to the growing industrial base. Successful passenger service to serve 

the Snowshoe Mountain Resort will require an on-demand ground transportation system that would 

be implemented between LWB and the destination. To accomplish this, the airport and its partners 

and partner communities are requesting a SCASD grant in the amount of $300,000 to be matched 

with $75,000 for a total project cost of $375,000. The Airport believes this application meets the 

intent and spirit of the Small Community Air Service Development Program, and would greatly 

appreciate favorable consideration by the Department.

Greenbrier Valley: Broadly Based Tourism with an Industrial Base Drives the Economy

The Greenbrier Valley has a long and storied history that stretches back to 1777, when Greenbrier 

County was created by an act of the Virginia General Assembly. Today, the region serves as one of 

the premier eastern US tourist destinations. Anchored by the world renowned Greenbrier Resort, and 

accompanied by such attractions as Snowshoe Mountain Resort, Greenbrier Valley Theatre, Historic 

Downtown Lewisburg, with one of only four operating Carnegie Halls still in existence. The Greenbrier 

Valley truly sets itself apart as a cultural and recreational haven. Not only does the Greenbrier Valley 

Airport serve West Virginia, but it also serves as a gateway to the Alleghany Highlands of Virginia and 

surrounding areas including Bluefield, WV that recently lost EAS service, and Tazewell County, VA. 

Amongst the world class attractions close to the airport is the Virginia Horse Center in Lexington, VA, 

along with Washington and Lee University and the Virginia Military Institute. Historic Covington, VA 

has a mountain railroad transportation heritage and Bath County with The Homestead, Virginia’s 

finest mountain resort. Local industry includes B.F. Goodrich, in Union, WV, ABB Process Analytics in 

Lewisburg, the Volvo Truck Plant in Dublin, VA, Celanese in Narrows, VA and Mead WestVaco with the 

world’s largest paper mill in Covington, VA. With the increasingly broadly based economy, high 

potential as a destination for retiring baby boomers and as a growing community and vacation 

destination, air service is a critical component in the overall health of the regional economy served 

by Greenbrier Valley Airport.
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 4

While it is true that this scenic area of West Virginia is a popular tourist destination, it is currently 

served only by Delta Airlines to its ATL and JFK hubs once daily and by Continental to its CLE hub on 

weekends. What makes this an even more tenuous situation is the fact that the Delta service is 

operated under a revenue guarantee agreement supported by The Greenbrier Resort. These flights 

will run through May 2012, but thereafter there is no guarantee that the flights will exist. Therefore, it 

is crucially important for the local community to foster awareness and support of the local area’s 

tourist attractions so that reasonable air service will persist well into the future. 

A few accolades attributable to the Greenbrier Valley region that emphasize its claim to fame 

include:

• Historic downtown Lewisburg has been honored as one of America’s Dozen Distinctive 

Destinations by The National Trust for Historic Preservation

• Lewisburg was named a top southern mountain town by Pinnacle Living Magazine

• Lewisburg voted as the “Coolest Small Town in America for 2011” by Frommer’s Budget 

Travel 

• The Greenbrier Resort was named by ABC News as one of the “Top 30 Places to Visit in 

2010”

• The Greenbrier Resort hosts the FEDEX Cup PGA Tour Event

A Focused Solution: Targeted Marketing to Retain and Expand Air Service at Greenbrier Valley Airport

Greenbrier County Airport Authority is requesting a SCASD grant to implement a targeted marketing, 

public relations, advertising campaign with ground transportation based on specific pockets of 

available passengers using a person to person approach that will increase the presence of 

Greenbrier Valley Airport through joining these groups and participating in their functional events. 

This will be done through the interstate consortium the 2 Virginias Air Service Development Council 

which will be the guiding force behind executing this grant which will build brand loyalty and sell 

passenger service at Greenbrier Valley Airport. 

This has been accomplished to date primarily as a person to person public relations campaign and 

now needs grant monies to pay for commercial advertising, marketing and public relations support 

for the next phase. The consortium partners are identified and the first meeting of the 2 Virginias Air 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 5

Service Development Council is scheduled for September at The Greenbrier, to address the 

challenge of retaining and increasing the current levels of air service, 

Contact Information

Greenbrier County Airport Authority will serve as the legal sponsor and be responsible for 

administering the grant. All correspondence regarding this proposal should be referred to:

Mr. Jerry O’Sullivan

Airport Manager

Greenbrier County Airport Authority

P.O. Box 329

Lewisburg, West Virginia 24901

Tel: (304) 645-3961

Email: jerryosull@aol.com

 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 6

Table of Contents

PROPOSAL OVERVIEW 2 

Greenbrier Valley: Tourism Driven Economy............................................................................................ 2

A Focused Solution: Targeted Marketing to Retain Air Service at Greenbrier Valley Airport................. 3

Contact Information................................................................................................................................... 3

1. TECHNICAL DESCRIPTION OF PROPOSAL 5 

Community and Airport ............................................................................................................................. 5

Legal Sponsor ............................................................................................................................................ 5

Public/Private Partners ............................................................................................................................. 5

Proposal Description ................................................................................................................................. 5

2. LWB MARKET AREA 6 

Geographic Location and Market Population .......................................................................................... 6

3. LWB AIR SERVICE 7 

Current and Historical Air Service............................................................................................................. 7

Service Pattern Trends .............................................................................................................................. 7

Average Fare Comparison with Regional Airports.................................................................................... 8

Improved Connectivity ............................................................................................................................... 9

Previous Air Service Development Efforts..............................................................................................10

4. AIR SERVICE RETENTION STRATEGY 11 

Enhanced Marketing and Communication Activity................................................................................11

General Public Campaign........................................................................................................................12

Business Community Campaign .............................................................................................................12

5. SCASD GRANT ADMINISTRATION PLAN 13 

Responsibility for SCASD Grant Funds...................................................................................................13

Funding and Revenue Sources...............................................................................................................13

Plan to Monitor Funds and Project Effectiveness..................................................................................13

 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 7

1. Technical Description of Proposal 

Community & Airport

Lewisburg and Greenbrier Valley region, West Virginia served by Greenbrier Valley Airport that is 

owned and operated by the Greenbrier County Airport Authority.

Legal Sponsor

Greenbrier County Airport Authority 

DUNS #162863757

West Virginia District WV-03

Contact: Mr. Jerry O’Sullivan

Airport Manager

Greenbrier County Airport Authority

P.O. Box 329

Lewisburg, West Virginia 24901

Tel: (304) 645-3961

Email: jerryosull@aol.com

Public/Private Partners

This proposal is financially supported by Greenbrier County Airport Authority, The Greenbrier, the 

Greenbrier County Commission, Snowshoe Mountain Resort, the West Virginia Aeronautics 

Commission and the Virginia Horse Center. Additional partners and members of the 2 Virginias Air 

Service Development Council are: Bath County Chamber of Commerce, VA, Greater Greenbrier 

Chamber of Commerce, WV, Pocahontas County Convention and Visitor Bureau, WV, Rockbridge 

County Chamber of Commerce, VA, MeadWestVaco, Covington, VA, ABB Process Analytics, 

Lewisburg, VA and Goodrich Corporation, in Monroe County at Union, WV. These community partners 

will provide matching funds, manpower, and contacts within the tourism and business community to 

aggressively promote Greenbrier Valley Airport as a convenient gateway to southeastern West 

Virginia. 

Proposal Description and Objective

Each of the partners has individual needs that will be met by the 2 Virginias Air Service Development 

Council. For example the Virginia Horse Center in Lexington, VA hosts numerous horse shows 

throughout the year and has 400,000 annual visitors. All of these shows involve transportation of 

the horses and separate accommodations for the visitors and show exhibitors. Many of these shows 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 8

are for high value horses such as Arabians, jumpers or hunters. The owners are very interested in the 

best possible accommodations and convenient air travel. Greenbrier Valley Airport, The Greenbrier 

and the Virginia Horse Center represent a currently untapped market of over a thousand 

enplanements per year, in addition to the thousands of visitors throughout the year who will fly to 

attend events at Virginia Military Institute and Washington and Lee University. Lexington, VA is 

virtually equidistant from Lynchburg, Shenandoah, Greenbrier Valley and Roanoke airports and there 

is no concerted marketing effort by any of these airports. This represents an opportunity. 

Snowshoe Mountain, Inc. has noticed a pattern of arrivals at Snowshoe originating from Atlanta to 

Greenbrier Valley Airport during the Winter months. Currently visitors are renting cars despite heavy 

winter weather. Pocahontas County CVB statistics show fear of winter driving to be the major 

deterrent to potential ski patrons. Adding a subsidized on demand transportation will eliminate this 

problem and offer the possibility of more skier days per year at Snowshoe. This could result in as 

many as 1500 new enplanements per year. 

MeadWesvaco in Covington, VA is a major user of air transportation to accomplish maintenance and 

installation at its paper mill. Employees book their own flights and with certain changes to the 

system can save money by going only 30 miles to Greenbrier Valley Airport instead of twice as far to 

Roanoke. In addition there is free parking at Greenbrier Valley Airport. Getting MeadWesvaco 

employees to use Greenbrier Valley Airport could result in an additional 600 enplanements per year. 

Bluefield, WV is another opportunity because it lost its Essential Air Service two years ago has an 

area population of over 25,000 people with no convenient air service. Yet this is a straight interstate 

drive to Greenbrier Valley Airport. Directing attention to the Bluefield and Princeton areas could 

result in several thousand passengers a year if a consistent upbeat effort is made to be present in 

the community and to respond to the specific needs of various users. This also includes the Volvo 

Truck plant in Dublin, VA and Celanese in Narrows, VA. Greenbrier Valley is closer than other airports 

and has free parking.

This is true for all the current partners in the 2 Virginias Air Service Development Council The total 

price, the driving time, the convenience of the air terminal and experience at Greenbrier Valley 

Airport is superior to Roanoke and Charleston in many instances and gaining the attention of and 

convincing those passengers to use Greenbrier Valley Airport is the path to increasing passenger 

traffic. The method of the council will be to take each situation individually and determine the factors 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 9

necessary to become a superior alternative to the competition and present those facts to the 

potential customer. In this person to person campaign backed up by advertising, marketing and 

transportation funds, new alternatives that can provide additional passengers will present 

themselves as the markets are penetrated and offer the opportunity to bring them to Greenbrier 

Valley Airport. This highly targeted and focused marketing plan will support and retain current levels 

of existing air service and the implementation or subsidy of a ground transportation system between 

LWB and Snowshoe Mountain Resort, requiring total project funding of $375,000. The objective of 

this proposal is to retain current air service and attract potential new service in the future. 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 10

2. LWB Market Area

Geographic Location & Market Population

Approximately 160,000 people live within a one hour drive from the airport, and 370,000 within a 

90 minute drive. 

Greenbrier Valley Airport

Primary Catchment Area

SOURCE: Microsoft MapPoint

Greenbrier Valley Airport serves as the gateway to several historic and renowned attractions, 

including The Greenbrier Resort, The Homestead, and Snowshoe Mountain Ski Resort. The 

Greenbrier Resort is the primary driver of traffic at the airport and is very important to the local 

economy. The closest alternative airports, Charleston and Roanoke, are approximately a two hour 

drive from the resort, further enhancing LWB airport’s importance to the success of the local resorts, 

tourist attractions, and the local economy as a whole. The catchment area also includes major 

industrial and manufacturing facilities. 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 11

3. LWB Air Service 

Current and Historical Air Service

Greenbrier Valley Airport currently has access to the national air transportation system primarily 

through Delta Airlines and its hubs in Atlanta and New York City. However, it also has weekend 

service operated by Gulfstream Airlines on behalf of Continental Airlines. 

Greenbrier Valley Airport

Current Service Map

 SOURCE: Innovata, LLC via Aviation DataMiner

Service Pattern Trends

Greenbrier Valley Airport experienced a steady decline in market capacity, nonstop destinations, 

daily departures, and aircraft size in the time period between 2006 and 2009. However, in 2010 a 

rebound in capacity and service levels was realized when Delta Airlines added 50 seat regional jet 

service to Atlanta and New York.
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 12

In 2011, the current levels of service exist due to a revenue guarantee agreement between The 

Greenbrier resort and Delta, which will run through May 2012. It will be critical for the success of the 

local economy to maintain the existing levels of air service after the revenue guarantee agreement 

concludes and in the event that it is not renewed by either party. 

Additionally, the Continental service to Cleveland decreased from twice daily to once daily on 

weekends only in October 2010. This route was previously supported by the Essential Air Service 

program. Given that the current Delta service is viable at this time due to a risk abatement 

agreement and EAS was previously utilized on LWB-CLE, it will be extremely important to educate the 

community on the benefits of having such excellent service in order to maintain these levels in the 

future, or the very real risk of having no air service looms.

Service Pattern Trend

2006 – 2011

SOURCE: Innovata, LLC via Aviation DataMiner

As is evidenced by the above table, accessible air service at LWB has been an uphill battle, but one 

where the community has accomplished a great deal and now the retention of that accessibility is at 

the forefront of the community’s efforts.

Average Fare Comparison with Regional Airports

When compared to other regional airports, specifically Roanoke and Charleston, Greenbrier Valley 

Airport’s one way average fare (including taxes) is at a reasonable level. For example, of the top 10 

O&D markets at these airports in 2010, LWB had the lowest fare in four, ROA the lowest in three, 

and CRW the lowest in three. This can be seen on the table on the following page, where the lowest 

fares in each market are highlighted in red. This demonstrates excellent parity within the region for 

2006 2007 2008 2009 2010 2011

Airline Brands 2 2 2 1 2 2

Nonstop Destinations 5 4 2 1 3 3

Avg Daily Departures 4 4 3 2 4 2

Avg Daily Seats 143 135 83 36 134 105

Avg Sets per Departure 36 34 28 18 34 53
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 13

the consumer. For this to continue into the future, the marketing of the existing service is crucial for 

its retention in the years to come. 

 SOURCE: Aviation DataMiner

Improved Connectivity

With the Delta service, subsidized by The Greenbrier Resort, LWB has significantly improved its 

access to the national air transportation system. Not only has this enhanced Domestic connectivity, 

but International connectivity as well. Prior to Delta entering the market in 2010, the only option for 

connecting LWB passengers was Continental Airlines service to their Cleveland hub.

Domestic Connectivity

September 2009

 SOURCE: Innovata, LLC via Aviation DataMiner

CY 2010

Rank Market Gross Fare Gross Rev. Gross Fare Gross Rev. Gross Fare Gross Rev.

1 MCO $113.87 $80,422 $189.61 $2,703,638 $108.77 $5,112,628

2 ATL $122.13 $380,238 $254.43 $5,881,227 $261.04 $4,785,964

3 ORD $199.71 $204,284 $275.07 $5,805,297 $274.83 $4,579,479

4 LGA $128.66 $554,186 $240.15 $1,747,583 $158.44 $3,909,100

5 DFW $225.40 $162,304 $244.91 $3,795,452 $230.66 $3,020,766

6 IAH $318.10 $251,754 $252.56 $2,686,615 $353.98 $5,979,748

7 LAS $252.90 $46,125 $248.63 $3,463,688 $255.57 $3,569,851

8 LAX $371.08 $130,231 $276.07 $3,958,140 $247.12 $2,766,836

9 DEN $314.09 $86,172 $227.84 $3,474,542 $257.89 $2,668,010

10 BOS $231.72 $74,343 $226.26 $3,548,559 $205.94 $1,759,839

Airport Markets Compare

LWB ROA CRW
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2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 14

Domestic Connectivity

September 2011

 SOURCE: Innovata, LLC via Aviation DataMiner

The improved connectivity of the Delta Airlines service has truly allowed a more global reach of 

inbound passengers to the LWB market area and gives the region a greater opportunity for economic 

success. 

Previous Air Service Development Efforts

The Greenbrier County Airport Authority and its community partners actively recruited Delta Airlines 

service to New York and Atlanta by developing a risk abatement program for the carrier independent 

of the Essential Air Service program. Additionally, the authority has attempted to evaluate and recruit 

EAS carriers for the LWB market in the past. 

In 2004, the Greenbrier County Airport Authority was awarded a joint SCASD grant with Beckley, 

West Virginia for the purpose of marketing air service in the region as well as establishing the two 

regional airports as co-terminals. The proposal outlined herein differs from this marketing approach, 

as it is specifically for LWB and its ability to retain the service that has been vigorously worked on by 

the community to achieve. The proposal is aimed at support and retention of current air service. 

However, the 2004 Air Service Development Marketing SCASD Grant showed enplanements were 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 15

very responsive to marketing efforts yielding Greenbrier Valley Airport a 27% increase in 

enplanements over the two year period. 

4. Air Service Retention Strategy

Changes in the structure and economics in the airline industry over the past decade have resulted in 

the deterioration of air service in many small communities. In some cases, air service has been lost 

completely. The Greenbrier Valley Airport recognizes the ever changing dynamics in air service 

strategy by airlines and is thankful for the service that exists today. To that extent, it is critically 

important to the community’s tourism economy and growing industrial base to make every effort to 

retain existing service, and this grant proposal is focused on that retention.

Greenbrier Valley Airport has already embarked on a highly successful person to person campaign to 

meet with local groups through the extent of its catchment area, join with their cause and listen to 

their needs for air service and how it might be made more useful for them. Feedback from this effort 

shows that the direct approach will work but it needs to b supplemented by advertising, public 

relations, marketing and events at the airport. The SCASDG is a logical follow-on to the work already 

conducted at the airport and to fully utilize the new air service. 

The SCASD grant funds requested in this proposal will allow the Greenbrier Valley Airport to 

accomplish the following process in order to maintain current levels of air service:

Meet with targeted businesses, review their needs and concerns, establish necessary changes to 

make Greenbrier Valley their airport of choice, implement changes and continue dialog. Encourage 

them to join the 2 Virginias Air Service Development Council. 

Publicize a vision of the future of the community as the airport and its connectivity will make this 

beautiful area more accessible and bring in new residents especially as the baby boomer generation 

looks for peaceful and affordable locations to retire and the overall effect this growth will have on our 

economy.

Provide a regular presence at local community events to bring the airport into view throughout the 

catchment area.

Join and support development groups and chambers of commerce to keep the message out there. 
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 16

Establish advertising promotions to highlight the airport and air service:

• Billboards along major interstates, such as 64, the primary route for leakage traffic to 

Charleston and Roanoke

• Print advertisements in local newspapers 

• Radio advertisements emphasizing the ease of travel to and from Greenbrier Valley Airport

• Television advertising focusing on the merits of local air service; likely focusing on local 

newscasts to reach the largest possible audience with a propensity for air travel

• Annual airport events to promote the airport to the general public such as Experimental 

Aircraft Association Meetings.

• Young Eagles youth flying days-where local children could take their first flight in an airplane. 

• Civil Air Patrol squadron and their activities at the airport and in search and rescue and the 

achievements of our youth. 

• Implementation of a social media marketing program, including Facebook and Twitter

To implement the program and meet the stated objective, Greenbrier County Airport Authority and its 

community partners are seeking a SCASD grant in the sum of $300,000 that will be matched with 

$75,000 in community funds resulting in total project funding $375,000.

The marketing plan will include aggressive advertising and promotional tactics, with the audiences 

being the general public, businesses and specific air service target areas:

• General Public: Advertising campaign around the convenience and ease of travel that the 

Greenbrier Valley Airport affords the local community. This will include the merits of an 

uncongested terminal, minimal drive time when compared to competing regional airports, 

free parking, excellent connectivity through the hubs served from LWB, and the short checkin and security lines and overall lower cost. 

Business Community Campaign

The following describes how the local business community and industry will be targeted:

• Printed promotional pieces on the value of air service at Greenbrier Valley Airport, including 

the value of time savings related to flying from LWB versus regional airports such as ROA and 

CRW

• Presentations to civic groups and local media (i.e., editorial boards, public affairs programs, 

etc.)
Proposal of Greenbrier County Airport Authority

2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 17

Ground Transportation

Ground transportation between the airport and various destinations in southern West Virginia can be 

hazardous in winter weather conditions, therefore deterring visitors to come to the region to enjoy 

local activities. Specifically, Snowshoe Mountain has identified that this is an issue they face, and 

believe that a ground transportation system would greatly enhance the customer experience. This 

would allow subsidizing the effort to see if it could become commercially viable in the future. As 

discussed, the Greenbrier Valley region has come a long way to proudly serve as a prominent tourist 

destination and resort area in West Virginia. In fact, Budget Travel has named Lewisburg the “coolest 

small town in America.” A SCASD grant will allow many to enjoy this cool, small town and its 

surrounding communities well into the future. 
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2011 Small Community Air Service Development Grant

Docket DOT-OST-2011-0119 Page 18

5. SCASD Grant Administration Plan

Responsibility for SCASD Grant Funds

Greenbrier County Airport Authority will administer SCASD grant funds as this application’s legal 

sponsor. The local community and sponsors will support the efforts of the Authority in the 

implementation of the marketing program outlined in this proposal. A two year timeframe will be 

implemented and adhered to in order to accomplish the marketing campaign outlined in this 

proposal.

Funding and Revenue Sources

The grant requested is $300,000, with a match of $75,000 from the local community for a total of 

$375,000. These funds will be allocated as follows:

Planned Allocation of Project Funds

Plan to Monitor Funds and Project Effectiveness 

The Greenbrier County Airport Authority and its community partners will be responsible for monitoring 

and administering the grant and the progress of the marketing campaign. Quarterly reports will be 

provided to the Department of Transportation detailing the progress made in achieving stated project 

goals and expenditures.

Category SCASD 

Grant

% of 

Total

Matching 

Funds

% of 

Total TOTAL

Marketing/Advertising Program

General Public Campaign $90,000 77% $27,500 23% $117,500

Business Community Campaign $150,000 80% $37,500 20% $187,500

Ground Transportation $60,000 86% $10,000 14% $70,000

TOTAL $300,000 80% $75,000 20% $375,000