# APPLICATION UNDER THE SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM, DOCKET OST

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– COVER PAGE

Legal Sponsor and Airport Information: Corpus Christi International Airport DUNS: 782001259 Tax Identification Number: 74

- 6000574 Congressional District Code: 27



# June 2012

## Corpus Christi International Airport Department of Aviation 1000 International Drive Corpus Christi, Texas 78406 Tele: (361) 289

- 0171
Fernando (Fred) Segundo Director of Aviation (361) 289

- 0171, #1213 freds@cctexas.com

City of Corpus Christi Economic Development Office Director

- Irma Caballero (361) 826

- 3850 IrmaCa@cctexas.com 

# Legal Sponsor, Community and Contact Information

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### The Corpus Christi catchment area is about 624,000 people within a 60 minute drive of CRP, but the airport only enplanes approximately 319,000 passengers annually.

 

### Since 1996, while U.S. traffic has climbed 26%, CRP’s enplaned passenger volume has declined 21%. Likewise, CRP’s departing seat volume declined 31% since 1996, while U.S. capacity has increased 20%.

 

### The result has been that CRP’s average fare paid since 1996 has increased over 100%, while the U.S. average fare paid has risen less than 20%

- a more than 5

- fold faster rate of growth. For CY 2011, the U.S. average round trip paid air fare was $364, while CRP’s was $462 (27% greater).

 

### Currently, only 57% of passengers booked from the Corpus Christi area originate air travel from CRP; the other 43% primarily utilize SAT or IAH/HOU.

 

### With funds made available through the Small Community Air Service Development program, CRP will more aggressively market the airport in an effort to reduce current “leakage” rate. We would also use funds as part of a broader package to help recruit new air service.

 

### Corpus Christi has the support of a citizen

- based public

- private partnership that is dedicated to bringing the benefits of quality air service to their community. 

# Executive Summary

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# Air Service Initiatives

 

## 2009: Meetings with Southwest & Allegiant Airlines

 

## 2010: Presentations & meetings with: Aeromar Airlines, Volaris Airlines, Delta Air Lines & Allegiant Airlines

 

## 2011: Meetings with: Allegiant, United, Sun Country Airlines & Southwest Airlines

 

## 2011: CRP aggressively marketed community support of air service through radio campaign. Leveraged a 3 month radio buy, got twice the spots by working a trade deal for radio company advertising in airport terminal.

 

## 2012: CRP worked to reach out to more customers via social media advertising. Increased our reach on facebook by 40%. Direct avenue for marketing messages.

 

## 2011

- 2012: CRP worked to reach target audience/customers by advertising in Convention and Visitor publications and local magazines.

 

## 2012: CRP launched a new website that encourages use of service and customer feedback.

 

## 2011

- 2012: CRP made presentations to business and civic groups encouraging use of existing air service from hometown airport. 4

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# CRP Service Profile: About 20 daily departures and about 1,360 daily seats

Source: U.S.D.O.T.Report T

- 100 for CY 2011 Daily

Carrier Hub Departs Seats Load Factor (YE1Q09) Southwest (WN) Houston Hobby (HOU) 4.4 593 51%

American (AA) Dallas/ Fort Worth (DFW) 7.4 339 73%

United (UA) Houston Bush (IAH) 8 .7 430 74%

TOTAL 20.3 1362 66% 

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# CRP Top 20 O&D Markets

• O&D = True Origin

- Destination Market

• Largest O&D markets are typically nonstop markets

• Dallas LUV: Significant demand on 1

- stop basis

• Las Vegas: Good demand without nonstop service 6

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- 0069 Rank Market Pax Fare Revenue 1 DFW 29,257 $137 $4,021,376 2 DAL 24,632 $130 $3,192,624 3 HOU 23,056 $118 $2,718,622 4 IAH 16,454 $159 $2,612,833 5 LAS 10,205 $193 $1,968,182 6 MSY 8,170 $205 $1,672,425 7 DEN 6,666 $197 $1,312,730 8 LAX 6,497 $245 $1,591,461 9 MCO 5,520 $207 $1,141,198 10 DCA 4,840 $223 $1,078,304 11 SAN 4,766 $242 $1,154,430 12 ORD 4,628 $211 $976,230 13 BWI 4,070 $217 $882,092 14 STL 3,972 $186 $739,726 15 PHX 3,957 $216 $854,882 16 OKC 3,885 $185 $719,127 17 MCI 3,864 $188 $724,958 18 TUL 3,644 $200 $730,224 19 LGA 3,629 $263 $955,767 20 PHL 3,596 $257 $923,698 Annual, One-Way

# CRP passenger volume growth has badly lagged the U.S.’ rate of growth

Source: U.S.D.O.T.10% Coupon Sample 

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# -

160 %
140 %
120 %
100 %

80 %
60 % 0 ('I "'¢ 0' 0' 0' 0' 0' 0'



### ...-- ...-- ...-- 

# Passenge r G ro w th

-.o co 0 ('I 0' 0' 0 0 0' 0' 0 0



### ...-- ...-- ('I ('I



## - CR P

- US "'¢ 

## -.o co 0 0 0 0 ...-- 0 0 0 0 ('I ('I ('I ('I

# Meanwhile, CRP capacity has lagged U.S. trends ...

Source: U.S.D.O.T. T

- 100 Report 

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- 0069I..............................(]'"'-.!00...[)0......Nw.t.000000000:S.£'-,.C·:S<?3''1?.c<.c<.Dec1996VlJun-1997Dec-1997Vl§Jun-1998Dec-1998Jun-1999Dec-1999nQ.lJun-2000"'0Q.lDec-2000t'>;::;:Jun-2001<-1.....Dec-2001t1>::JJun-2002a."'Dec-2002nJun-2003,cVI<:IDec-2003"'Jun-2004<=IIDec-2004V'l;>:!"'CJun-2005::Ja.Dec-2005t1>XJun-2006t1>a.Dec-2006,..0Jun-2007.....<J)Dec-2007<J)Jun-2008Dec-2008Jun-2009Dec-2009Jun-2010Dec-2010Jun-2011Dec-2011

# ... and CRP air fares have risen 5 times faster than for U.S.

80% 100% 120% 140% 160% 180% 200% 220%1990199119921993199419951996199719981999200020012002200320042005200620072008200920102011 

## Air Fares: CRP vs. U.S. Indexed to 1990

US CRP

Source: U.S.D.O.T.10% Coupon Sample 

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# Corpus Christi Area

– Population base of about 624,000 people in total catchment

• Catchment Area: Where demand for air service originates

• About 447,000 people in core area

• About 624,000 people in total catchment 10

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# CRP Retention by City

City Share of Catchment Bookings Corpus Christi San Antonio Houston Bush Houston Hobby Victoria Total **Corpus Christi** 79% 69% 23% 6% 2% 0% 100%
**Victoria** 14% 1% 17% 78% 0% 4% 100%
**Port O Connor** 3% 1% 8% 52% 6% 32% 100% **Kingsville** 3% 82% 15% 3% 1% 0% 100%

**Beeville** 1% 16% 55% 29% 0% 0% 100%

**Total** 100% 57% 22% 18% 2% 2% 100% 

# • The City of Corpus Christi generated 79% of bookings from its catchment area; 69% flew out of Corpus Christi and 23% from San Antonio.

o Biggest “leakage” to West Coast markets

o Fare differential/Better service at San Antonio 11

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# Booked Market Sizes: Westbound Destinations

• Las Vegas generates 19,378 annual one

- way passengers in booked demand. This is more than many markets with nonstop service

• Los Angeles: Currently 7,191 annual one

- way passengers and 12,615 booked demand

Rank Market Corpus Christi Usage (Annual OW) Corpus Christi Retention " Leaked“ Annual OW Booked Market (Annual OW) 1 Las Vegas 10,658 55% 8,720 19,378 2 Los Angeles 7,191 57% 5,424 12,615 3 Denver 7,921 73% 2,930 10,850 4 San Diego 5,767 71% 2,356 8,123 5 Seattle 3,322 31% 7,393 10,715 6 Phoenix 5,037 68% 2,370 7,407 7 El Paso 3,212 71% 1,312 4,524 8 Honolulu 1,168 38% 1,906 3,074 9 Albuquerque 3,358 64% 1,889 5,247 10 Oakland 2,555 48% 2,768 5,323 12

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# Average Air Fares (and relative service) explains CRP “leakage” to SAT

Market CRP SAT % Difference
LAS $193 $148 30%
LAX $245 $187 31%
SAN $242 $159 38%
SFO $280 $203 52%

PHX $216 $156 38% Average One

- way Fare Comparison: CRP vs. SAT

Source: U.S.D.O.T.10% Coupon Sample for CY 2011 

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# PROJECT PROPOSAL

The objective of CRP’s project proposal is to reduce the costs of prospective carriers, lowering the barriers to entry by sharing in the financial risk or initiating service to Corpus Christi International Airport 

# Hassle Free Theme was introduced in late 2011. This theme was used to illustrate CRP’s advantages

 

### No more long commutes to another airport and back home after you land

 

### Convenient Parking and cost savings associated with CRP over other airports

 

### Competitive fares when all factors of travel were calculated

 

### Supporting your local airport instead of someone else’s

 

# Paid Media includes a mix of regional radio and print plus social media, Website, Community Marketing through business and civic groups.

 

# We estimate that it will take a much more aggressive marketing effort to turn around CRP’s “leakage” problem.

 

# CRP has a very limited budget for advertising. 

# Overview of current Marketing

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# Project Goal

 

# Our goal for this two year Grant Program is to increase passenger use retention at CRP from 43 percent to 50 percent. The increase in passenger demand will ensure the current service is self

- sustaining and will also be a catalyst for additional flights, larger aircraft and new destinations.

 

# To achieve this increase in traffic, four distinct types of marketing and advertising will be undertaken to help create a change in attitude with the population within the catchment area. This is one of the cornerstones outlined in the recently released FAA publication Marketing Guidebook for Small Airports

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# Traditional Media

 

# Website/Social Media/Web Advertising

 

# Community Marketing

 

# Passenger Loyalty/Reward Program 

# Proposal/Plan Overview

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## TV and Radio spots will constantly drive home the benefits of using CRP. Each ad will emphasize particular benefits unique to the airport . Will push convenient parking
, no long drives or long lines, free WI

- FI and great connections from DFW and Houston airports. The tagline, FLYCorpusChristi

– Your Airport, Your Choice is designed to generate loyalty at home.

 

## Newspaper Ads will be used in Catchment areas within the region where leakage is most pronounced.

 

## Billboard advertising is the in

- your

- face, single quick message to the traveler . If correctly designed, it hits everyone traveling by the boards . A combination of locations will be used. Proposing 3 locations/4 x during 2 year program/3 month duration for each.

 

## Magazine ads will be placed in area lifestyle magazines. 

# Traditional Media

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# Web Site/Social Media/Web Advertising

 

### CRP will build on its’ new airport web design and user applications to reach customers in catchment communities. The web site Trip Calculator on the Home Page shows the actual costs of traveling when you choose to drive to far away airports. Publicizing this element and providing customers with updated information will strengthen airport position with customers.

 

### Some additional options for the website: low cost fare widgets for advertising on other websites, social media integration and email notification for low cost fares, social media advertising that sends customers to airport website for a chance to win airline gift cards.

 

### Radio and TV advertising will include a push to the website so that customers have a direct avenue to CRP.

 

### The use of Social Media and social media advertising will help CRP continue to grow the market that we can directly communicate with. We plan to add video to our web and social media precense . The grant budget will allow CRP to extend our reach with positive messages about service and convenience at the airport.

 

### Additionally, paid advertising on travel websites will help increase awareness and drive more traffic to the website, which should generate more flight bookings.

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# Community Marketing

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### The Corpus Christi Chamber of Commerce, Hispanic Chamber and Black Chamber have been strong supporters of the airport. They will continue to support our efforts at more aggressive marketing of airport.

 

### The airport will work to get free ads in publications that promote tourism, travel and quality of life in the community. This will help to extend our message and make the most of the advertising dollars we spend.

 

### CRP will work with The Chambers to include airport promotional material in all of the Newcomer Packets for military, business relocation and general population.

 

### CRP Staff will work to increase the number of presentations made to business and civic groups in the community, focusing on those in the catchment areas.

 

### The City of Corpus Christi will run the airport TV spots on its TV channel. CRP will also design FLYCorpusChristi messaging for inclusion in utility bills that go out to practically every household in the city.

# Passenger Loyalty/Reward Program

 

### CRP will invest grant funds in a Customer Loyalty/Reward program that is designed to encourage passengers to fly out of this airport. Customers will be rewarded for joining the program and will be entered in drawings for prizes (airline gift cards) each time they FlyCorpusChristi!

 

### By signing up on our website at www.corpuschristiairport.com or at the designated area in the main terminal, each traveler will automatically be mailed Member gifts and a Customer Loyalty Card that can be swiped every time they travel. CRP will place a kiosk on the secured side of the terminal so that only flying customers can use it. This program will require purchases of software and a kiosk plus staff time to manage the program. There will also be costs associated with mailing cards, gifts and rewards.

 

### CRP will partner with local businesses and organizations to provide some of the gifts and rewards for the program. Once implemented, partners could include the airlines, local restaurants, retailers, tourist destinations like the Texas State Aquarium and the USS Lexington Museum.

 

### CRP will purchase some of the membership gifts and get others from Community partners.

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### 21 

# To help ensure the success of marketing plan, CRP will pursue cooperative support from area businesses. This support will come in the form of in kind advertising and exposure and donations to to the Loyalty program.

 

# Some of the large employers and entities that CRP will work with on this air service growth initiative:

Naval Air Station

- Corpus Christi Bay, Ltd. Christus Spohn Health System Del Mar College H.E.B. Corporation Kiewit Corpus Christi Army Depot Corpus Christi Independent School District Port Industries Texas A&M University

– Corpus Christi CC Convention & Visitors Bureau Corpus Christi Chamber of Commerce CC Hispanic Chamber of Commerce CC Regional Economic Development Corp La Palmera Mall ClearChannel Radio

– Corpus Christi 

# Business and Community Partners

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# Funding Needed for 2 year Implementation

 

### TV Ads : 2 Campaigns each year (5 week schedule for each) $ 52,000

 

### Radio : 2 Campaigns each year (3 month schedule for each) $100,000

 

### Billboards : 3 Locations(3 month duration for each) 4 Cycles $ 72,000

 

### Loyalty Program : Software Design & Purchase for Managing Program $ 5,000 Kiosk for Customer Participation $ 4,000 Website Design & Integration $ 1,000 Purchase of Gifts for each New Member $ 10,000

Purchase of Airline gift Cards for Drawings $ 5,000 Postage for mailing Membership Cards & Gifts $ 5,000

 

### Social Media : Year Round Ad Placement facebook /other $ 24,000

 

### Newspaper : 5 Regional Papers

- 2 x each year (3 month Run each) $ 52,000

 

### Magazines : Local and Regional placement $ 10,000 

## Total: $340,000

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## Radio and TV Spots to begin almost immediately upon awarding of grant. Air Time Schedules will be negotiated with emphasis on lead up to peak travel/booking times in the Fall and Spring.

 

## Newspaper Ads will be placed in 7 Regional papers in the Catchment areas for periods of time that coincide with peak travel/booking seasons. These ads will push the hassle free and convenience factor message.

 

## Billboards will be placed in 3 strategic locations immediately upon design, production completion to coincide with the Radio and TV campaign. Fall and Spring, 2012

- 2014. Locations to vary each time and will be strategically chosen.

 

## Social Media and Web ads to begin immediately following grant award. CRP will place emphasis on hassle free, no driving and convenience factor in ads that will be placed in front of unique users with a history of travel related web and search tendencies. Schedule constant, spread out. Less connected to peak travel/booking times.

 

## Loyalty/Rewards Program to be planned in August with equipment purchases and business partners secured in September. Anticipate a launch in October/November with a kick off Media Event held at the Airport.

*** Marketing program will be constantly monitored for effectiveness and tweaked as needed based on ability to reach the target audiences. 

# Timing/Plan of proposed Marketing Program

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# Closing Thoughts

 

# Relative CRP air traffic growth has lagged comparable U.S. rates of growth for almost 20 years due to a lack of capacity growth and subsequent fare levels.

 

# CRP air fares have risen 5x faster than for the U.S. since 1996 and are currently 27% higher than the U.S. average fare paid

 

# Tied in part to the aforementioned lack of capacity growth, approximately 43% of passengers booked from Corpus Christi catchment area originate their travel from SAT or IAH.

 

# Corpus Christi is proposing an aggressive marketing program that is supported by the local community and is targeted to reduce Corpus Christi’s “leakage” issue over the next two years. 25

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# g)
CORPUS CHRISTl
CHAMBER OF COMMERCE 

## Prosperity. Together.

June 5, 2012

The Honorable Ray LaH od Secretary, U.S. Departme t of Transportation 400 

## ih St SW Washington , DC 20590

Dear Secretary LaHood:

The Corpus Christi Cham er of Commerce would like to extend support for the Corpus Christi International Airport ' s ( RP) application request for the Small Community Air Service Development Grant from ' he U.S. Department of Transportation. The Corpus Christi Chamber of Commerce believes this grant will have a significant impact on our region and state.

There are three major airl nes providing service in and out of CRP: American, Southwest and United. Over the past sev ral years, the carriers have reduced capacity which has caused prices to rise. As a result, trave ers use San Antonio as their origin or destination airport to take advantage of lower fares l d direct service. If consumers continue to use other communities as their destination airport, it ffects the quality, quantity and price of air service.

The Chamber understands hat if the CRP is awarded the grant, the money would be used for marketing the airport and c uld potentially be used to entice a low cost carrier to provide service out of Corpus Christi. Pric is important to customers and we depend on the air services CRP provides. The grant will he p our region take advantage of low-co st service and an increase of enplanements here at home. Because we are considered a destination community, these changes will support and shape the conomy of our City , and even our region , for decades. Like the US DOT, we believe the focus [transportation dollars must be on the people and comm unities who

use the transportation syste

Once again , the Corpus Chr sti Chamber of Commerce strongly supports the CRP grant request. We urge the DOT to suppo the Corpus Christi International Airports grant request and help us realize our full transportatio potentia l.

Foster Edwards, President & 

### CEO

1501 North Chaparral Street Corpus Chris i, Texas 78401 361.881

. 1800 ph 361.882.4256 fax www.corpuschristichamber.org

### CORPUS CHRISTI HISPANIC CHAMBER 

### OF COMMERCE

A NEW WAVE OF OPPORTUNITY

June 5, 2012

The Honorable Ray LaHood Secretary, U.S. Department ofTransportation 400 7th St SW Washington, DC 20590

Dear Honorable Ray LaHood:

The Corpus Christi Hispanic Chamber of Commerce is pleased to express our support of the Corpus Christi International Airport (CPR) as a recipient of the Small Community Air Service Development Grant. Currently, CRP has three major carriers who provide service, and is taking steps toward increased capacity and better serve our community.

The grant funds would be used to market the airport, reduce the leakage to San Antonio that keeps our enplanement numbers down and could potentially be used to entice a low cost carrier to provide service out of CRP.

The Airport's three major carriers have all reduced capacity over the past few years which have caused prices to increase

. Although we are fortunate to have these airlines serving CRP, we need to take steps to encourage stakeholders to support their hometown airport

. We need to better articulate the tie

- in between quality of air service, its impact on tourism, business development and the impact on the local economy. We believe that an increase in enplanements is the first step in getting the airlines to increase capacity at CRP. Lower fares would bring more passengers which in turn would lead to lower fares and better service. As an airport, we would be better positioned to affect the latter.

The Corpus Christi International Airport has been actively engaged member with the Corpus Christi Hispanic Chamber of Commerce in working to grow our Coastal Bend community's economy and serves
as a vital catalyst for economic opportunity. We support all the Airport's initiatives to help grow our local economy and are excited by the resurgence in excitement for our local Airport.

We look forward to working with the other partners in the CBMAS Consortium to develop the plan for the future growth and development of our region.

Sincerely,

# ~~ Rosie Collin, President/CEO

P.O. Box 5523, Corpus Christi, Texas 78465 Website: www.cchispanicchamber.org Phone: 361.887.7408 Fax: 361.888.94 7 3

# tr**,~ ,**  

# I 

# LA PALMERA

C 0 II t> lJ n (; II II I S I I

June 6, 2012

The Honorable Ray LaHood Secretary, U.S. Department of Transportation 400 ihStSW Washington
, DC 20590

Dear Mr

. Secretary:

As the gateway for air service to the Coastal Bend of Texas, Corpus Christi International Airport is an invaluable and integral part of the South Texas infrastructure providing the opportunity for business and leisure air travel to and from the area

. As a super-regional mall, La Palmera is also an integral part of the Coastal Bend, providing a highly valued retail shopping experience

. Having invested $50 million in the renovation of La Palmera, we are also invested in our future here in the Coastal Bend. Although a good number of our customers are residents within the 120-mile radius we serve , we , like many other local businesses also depend on those traveling in and out of
our community, particularly those here on vacation. Tourism remains a major driver of the local economy and the airport is an integral part of that.
Although we currently have three major carriers providing service to Corpus Christi,
some travelers in the fringe areas have begun to utilize other airports such as San Antonio International. As a result, the number of travelers in and out of CRP is down, which means , among other things, that prices have gone up. In an effort to remain viable, CRP is pursuing a Small Community Air Service Development Grant, which would be utilized by CRP to market the airport and potentially entice a low cost carrier to the airport

. As a member of the local business community, we fully support the CRP grant request and recogni z e its importance to the continued success of CRP and the Coastal Bend region of Texas as a whole.

Sincer e ly, 

# eu

Fred Walters General Manager, La Palmera

5488 Sout h Padr e I s l an d D r

. 

### I Corpu s C hr i s t i, T exas 784 1 1 

### I 36 1. 991.3755 

### I 36 1. 993.5631 f ax 

### I www. l a pa l m e ra.com

# $Kiewit

/ June 6, 2012

The Honorable Ray LaHood Secretary, U.S. Department of Transportation 400 

## 1' 11 St SW Washington, DC 20590

Dear Mr. LaHood,

Kiewit Offshore Services, Ltd. ("KOS " ) offers this letter as an expression of support for an application by the Corpus Clll'isti International Airport ( " CRP") for a Small Community Air Service Development Grant that they are pursuing from the federal DOT.

If awarded to CRP , the money would be used to appropriately market the airport in order to reduce the leakage to San Antonio that keeps our enplanement numbers down and could potentially be used to entice a low cost carrier to provide service out of CRP

.
The full potential of the Corpus Christi area with respect to tourism, business development and the overall economy is not being realized due, in part, to the failure of our airport to provide quality, reasonably-priced air services. Clearly, an increase in enplanements is the first step in getting the airlines to increase capacity at CRP and get us moving in the right direction.

Thank you in advance for your consideration of this application and please know that job growth of this region is dependent upon support such as this.

Roy DeBolt Conn·acts Manager

KIEWIT OFFSHORE SERVICES, LTD. 2440 Kiewit Road
, Ingl e side
, TX 78362 (361) 775-4300 (361) 775

- 4431

- fax