Month 1 2 3 4 5 6 7 8 9 10 

Bill Board Advertising Bus Advertising Intermodal Connectivity Advertising Internet Advertising 2,500 Print Media 5,000 7,500 7,500 Productions 10,000 Promotional Materials 10,000 Radio Advertising 5,000 5,000 Television Advertising 13,000 13,000 13,000 Theater Promotions 2,500 Total Month 1 2 3 4 5 6 7 8 9 10 Free Airport Parking (estimated) 200 200 200 200 200 200 250 250 250 250 Marketing Plan 25,000 Silver Airways 3,200 Social Media Construction and Updates 2,500 150 150 150 150 150 150 150 150 150 Survey 250 250 250 250 250 250 250 250 250 250 Website Construction and Udates 7,500 200 200 200 Total In-Kind Services Project Total Cost 

Exhibit 1.A

Expenses Exculding In-Kind Contributions

In-Kind Contributions
Month 13 14 15 16 17 18 19 20 21 22 

Bill Board Advertising 8,000 8,000 8,000 8,000 8,000 Bus Advertising 1,000 1,000 1,000 1,000 Intermodal Connectivity AdvertisingInternet Advertising 2,000 2,000 2,000 2,000 2,000 2,000 Print Media 5,400 Productions 10,000 Promotional Materials 5,000 Radio Advertising 3,000 3,000 3,000 3,000 3,000 Television Advertising 13,000 13,000 13,000 13,000 13,000 13,000 13,000 Theater Promotions 2,500 2,500 2,500 2,500 Total Month 13 14 15 16 17 18 19 20 21 22 Free Airport Parking (estimated) 300 300 300 300 300 300 350 350 350 350 Intermodal Connectivity 0 0 0 0 0 0 0 0 0 0 Marketing Review 2,500 Social Media Construction and Updates 150 150 150 150 150 150 150 150 150 150 Survey 250 250 250 250 250 250 250 250 250 Website Construction and Updates 200 200 200 200 200 200 200 200 200 200 Total In-Kind Services Project Total Cost 

Exhibit 1.B

Expenses Exculding In-Kind Contributions

In-Kind Contributions
Month 25 26 27 28 29 30 31 32 33 34 

Bill Board Advertising 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 Bus Advertising 1,000 1,000 1,000 1,000 1,000 1,000 Intermodal Connectivity Advertising 0 0 0 0 0 0 0Internet Advertising 300 300 300 300 300 300 300 300 300 300 Print Media 5,500 Productions 5,000 Promotional Materials 5,000 Radio Advertising 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 Television Advertising 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 Theater Promotions 2,500 2,500 2,500 2,500 2,500 Total Month 25 26 27 28 29 30 31 32 33 34 Free Airport Parking (estimated) 400 400 400 400 400 400 450 450 450 450 Intermodal Connectivity 0 0 0 0 0 0 0 0 0 0 Marketing Review 2,500 Social Media Construction and Updates 150 150 150 150 150 150 150 150 150 150 Survey 250 250 250 250 250 250 250 250 250 Website Construction and Updates 200 200 200 200 200 200 200 200 200 200 Total In-Kind Services Project Total Cost 

Exhibit 1.C

Expenses Exculding In-Kind Contributions

In-Kind Contributions
PROPOSAL FOR THE SMALL COMMUNITY 

AIR SERVICE DEVELOPMENT PROGRAM

DOCKET: DOT-OST-2013-0120

July 26, 2013

Sponsor: City Of Macon, Georgia 

DUNS: 069174449 

Tax ID: 58-6000612 

Congressional District Code: GA-02 

Doug Faour – Airport Manager 

1000 Terminal Drive, Suite 100 

Macon, GA 31216 

(478) 788-3760 

doug.faour@tbiam.aero 
2 

July 26, 2013 

Table of Contents 

Air Service – Historical and Existing ............................................................ 3

Days of Delta ______________________________________________________________________________ 3 

Consequences ____________________________________________________________________________ 3 

Silver Airways – The New Operator ____________________________________________________ 4 

Communities Air Service Needs ________________________________________________________ 5 

Establishing a Goal _______________________________________________________________________ 5 

Strategic Plan _____________________________________________________________________________ 5 

Addressing the Issue _____________________________________________________________________ 5 

Monitoring Progress _____________________________________________________________________ 6 

Marketing Plan ___________________________________________________________________________ 6 

Realistic Timeline ________________________________________________________________________ 8 

Community Partners ......................................................................................... 8

Joining the Team _________________________________________________________________________ 8 

Central Georgia Technical College ______________________________________________________ 8 

Georgia College and State University ___________________________________________________ 8 

Macon-Bibb Convention and Visitors Bureau (CVB) __________________________________ 8 

Silver Airways ____________________________________________________________________________ 8 

TBI Airport Management ________________________________________________________________ 9 

Connecting the Community ............................................................................. 9

Innovations _______________________________________________________________________________ 9 

Servicing the Heart of Georgia ....................................................................... 9

Community Characteristics _____________________________________________________________ 9 

Military Support ________________________________________________________________________________________ 9 

Health Care Facilities ________________________________________________________________________________ 10 

Thirty Minutes or Less _________________________________________________________________ 10 

The Future of our Community ________________________________________________________ 10 

The Difference __________________________________________________________________________ 11 

Appendix A – Schedule of Expenses ............................................................ 12

Appendix B – Letters of Support .................................................................. 13
3 

July 26, 2013 

Air Service – Historical and 

Existing 

Days of Delta and ASA 

Historically, the airport was served by Delta 

Airlines then Atlantic Southeast Airlines (ASA). 

Both airlines provided service between the 

Middle Georgia Regional Airport and Atlanta 

Hartsfield-Jackson International Airport. During 

the later years of ASA’s tenure, they used the 

Middle Georgia Regional Airport as a 

maintenance hub for its aircraft. 

Aircraft in need of maintenance were 

sometimes selected to fly 

passengers from Atlanta to 

Macon, so issues with that 

aircraft could be addressed 

upon arrival. Additionally, 

aircraft returning to service 

would board passengers in 

Macon bound for Atlanta. 

As one may expect, aircraft 

entering or returning from 

maintenance are more 

likely to have mechanical 

issues. Consequently, 

service between Macon and 

Atlanta was hampered with 

equipment issues and 

customers frequently 

complained. When flights 

were cancelled due to maintenance issues, 

passengers were shuttled to Atlanta on buses. 

This contributed significantly to the 

diminishment of the public’s confidence in 

MCN’s ability to provide adequate access to the 

National Air Transportation System. 

In 2007, the airport received a “notice to 

terminate service” from ASA. At that point, the 

airport became eligible for an operating subsidy 

as part of the Essential Air Service (EAS) 

program. In 2008, the USDOT selected Pacific 

Wings, doing business as Georgia Skies, to 

provide service between Macon and Atlanta. 

Georgia Skies provided service using an EAS 

operating subsidy; this carrier provided service 

using a C208 Grand Caravan. In 2011, Georgia 

Skies opted to provide subsidy-free essential air 

service for MCN. Shortly thereafter, ticket fares 

increased and enplanements continued to 

plummet. Georgia Skies ceased operations at 

Middle Georgia Regional Airport on March 31, 

2013 and were replaced by Silver Airways as the 

EAS provider. 

Consequences 

Passenger enplanements were decimated over 

the past 9 years as a result of an ailing 

economy, poor service and high fares. The 

above chart demonstrates that at one point 

passenger enplanements were at a respectable 

level for a regional airport. However, it also 

demonstrates a massive decline that started in 

2005 and continued through 2012. 

As passenger enplanement numbers fell, so did 

a large portion of the airport’s revenue. 
4 

July 26, 2013 

Hundreds of thousands of dollars were lost in 

parking revenues. Concession revenues became 

nonexistent and other revenue opportunities 

vanished. Additionally, the airport staff was 

considerably reduced in an effort to make up 

for lost revenues. Clearly, the airport was not 

the only entity to suffer from the loss of 

passengers. Airport rental car agencies, 

vendors, and other outside service providers 

lost revenues as passenger counts decreased. 

 

The most 

devastating impact 

to the airport is 

the loss of Federal 

AIP Funding. 

When 

enplanements 

dropped below 

10,000 the Middle 

Georgia Regional 

Airport was no longer eligible for the 

$1,000,000 funding they were accustomed to 

receiving. The FAA cut $850,000 of annual AIP 

funding, leaving the airport with $150,000 per 

year for infrastructure and facility up keep. This 

will create an almost 

insurmountable burden of 

maintaining the airport in a 

manner acceptable by the 

current airport tenants. 

Therefore, to prevent 

further erosion of the 

airport it is essential to 

rebuild commercial air 

service at the airport. 

The airport serves as one of the largest 

economic engines in the region, but it falls short 

of self-sufficiency. Unlike recent years past, the 

airport does not generate enough revenue to 

cover its expenses and requires funding from 

the city’s general fund. The airport’s current 

economic condition is not healthy for long term 

operational stability and a number of 

transportation needs must be addressed in 

order resolve its issues. 

Silver Airways – The New Operator 

The announcement that Silver Airways would 

offer non-stop service from Middle Georgia 

Regional Airport to Atlanta and Orlando was 

welcomed news to the community. Local 

leaders were also extremely pleased with the 

addition of a new destination and felt the new 

airline may bring new opportunities to the area. 

On April 1, 2013 Silver Airways departed Middle 

Georgia Regional Airport headed to Orlando 

International Airport. This flight was 

momentous because it was the first scheduled 

passenger flight to depart MCN destined to a 

city outside of the State of Georgia in nearly 30 

years. 

Positive signs that passengers are willing to 

return to Middle Georgia Regional Airport were 

observed immediately upon Silver Airways’ 

arrival. Just two months after launching 

service, passenger enplanements reached a 

level not seen since 2009. May 2013 

enplanements nearly doubled May 2012 
5 

July 26, 2013 

numbers. Silver Airways has been operating 

from MCN for only three months, but initial 

signs are promising. 

Communities Air Service Needs 

The community can join the national air 

transportation system from Middle Georgia 

Regional Airport by connecting in Atlanta 

Hartsfield-Jackson International Airport (ATL) or 

Orlando International Airport (MCO). As you 

know these are major markets that are being 

served, but only once a day. The amount of 

connection options would increase significantly 

if the flights to the above-mentioned 

destinations departed MCN earlier. Currently, 

the first flight out of MCN is to ATL and that 

flight does not leave until 11 a.m. Therefore, 

connection options for passengers originating at 

MCN are only for flights leaving ATL near 1 p.m. 

The Flight to MCO does not depart MCN until 

6:10 p.m. leaving very few options for 

connections. 

Historically, MCN’s average airfares have been 

above average. Silver Airways offered 

introductory rates when they first launched 

service from Macon, but those rates have since 

gone up. We expect the airfares to continue to 

rise if the enplanements do not increase. 

It has been nearly three years since serious 

attempts to market the airport. Attempts to 

promote air service development were made a 

little over two years ago with some positive 

results. However, the condition of the economy 

coupled with the community’s perception of 

the airport was difficult to overcome at that 

time. 

Establishing a Goal 

In order to create a strategic plan to address the 

deficiencies with the community’s air service, 

goals must be established first. Consequently, 

our goal is to inform the community of new 

service options available to enter the national 

air transportation system in an effort to rebuild 

the airport’s passenger base to an acceptable 

level. By accomplishing the aforementioned 

goal the community air service deficiencies will 

improve by the following ways: 

• Increasing enplanements and use of the 

airport 

• Improving schedules and increasing 

flights 

• Increasing connecting flight options at 

hub cities 

• Obtaining and maintaining reasonable 

ticket fares 

Strategic Plan 

The Strategic Plan to launch a Commercial Air 

Service Awareness Marketing Campaign 

(Marketing Campaign) funded through the 

SCASDP Grant is how we will accomplish the 

above-mentioned goals. The Marketing 

Campaign will communicate the following 

messages: 

• New Airline Operating at Middle 

Georgia Regional Airport (Silver 

Airways) 

• New Non-stop Service to Orlando 

International Airport 

• The benefits from traveling from Middle 

Georgia Regional Airport 

Addressing the Issue 

Will informing the community about Silver 

Airways and the destinations they serve 

increase enplanements? For many reasons, the 
6 

July 26, 2013 

answer to the question is, yes. One big reason is 

the commute to Atlanta. The traveling public 

located in MCN’s catchment area is hassled 

with not only the long drive, but the heavy 

traffic encounter as well. It is important to note 

that driving from MCN to ATL is at minimum a 

one hour and thirty minute drive. Though, drive 

times are almost always much longer due to the 

heavy traffic encounter near Atlanta. In 

addition, many of the citizens in our catchment 

area reside south of Macon or in rural areas. 

Therefore, driving to Atlanta can exceed two 

hours easily. 

Another reason enplanements will increase is 

due to the non-stop service to MCO. For many 

years the community expressed a desire for 

options to enter the national air transportation 

system at a point other than Atlanta. The 

community’s wish has been granted, but 

unfortunately, a large segment is not aware of 

the non-stop service to the new destination. 

MCO is a major destination and offers many 

connections. As you know, Orlando is a popular 

final destination and is attractive for many 

travelers. In order for this route to be 

successful, the community has to be aware it 

exists. Therefore, marketing it is essential. 

As previously mentioned, one of the reasons 

passenger enplanements decreased was due to 

airline passenger service issues. Primarily, air 

service to Atlanta was not always reliable. 

Passengers that planned to fly to Atlanta would 

sometimes arrive on a bus instead. Again, this 

diminished the traveling public’s confidence in 

the airport’s ability to provide access to the 

national air transportation system. 

Nevertheless, the airport’s reputation is slowly 

improving as recent testimonies of pleased 

passengers are communicated. Silver Airways 

was publicly recognized for its exceptional 

service and thus far they have served the 

airport in the same manner. Therefore, the 

community is 

willing to 

give Silver an 

opportunity, 

based on 

indications 

from recent 

enplanement 

data. 

Historical enplanement data demonstrates that 

the Middle Georgia Region is capable of 

supporting commercial air service. Our plan is 

to utilize that data as a basis to develop a 

marketing plan that will put the community 

back into a position of growth by focusing on 

expanding air service. 

Monitoring Progress 

Benchmarking will be used to measure progress 

in accomplishing the project goals. Data 

obtained in surveys will be compared with 

enplanement records to determine overall 

progress. The community partners will use 

benchmarking results to decide what 

adjustments are necessary in order to 

accomplish the project goals. 

Marketing Plan 

A variety of marketing messages will be 

communicated over a 36 months period in an 

effort to accomplish the goals identified in this 

proposal. Initiating an aggressive marketing 

campaign to increase community awareness is 

essential to the promotion of air service and 

enhanced utilization of airport facilities. The 

aforementioned marketing messages will be 

disseminated by a variety of communication 

mediums to include but not limited to the 

following: 

• Billboard Advertising 

• Bus Advertising 
7 

July 26, 2013 

US DOT City of Macon Community Partners Macon-Bibb CVB TBI

Cash Cash In-Kind Cash In-Kind Cash Cash TOTAL

Amount of Contribution $556,800 $20,000 $11,700 $6,000 $62,750 $5,000 $500 $662,750

Percent of Total Project 0.840135798 0.030177292 0.017653716 0.009053187 0.094681252 0.007544323 0.000754432 100%

Funding Source

Airport

• Direct Marketing 

• Internet Advertising 

• Print Media 

• Radio Advertising 

• Television Advertising 

• Theater Promotions 

Fully executing the Commercial Air Service 

Awareness Campaign will require $662,750 of 

funding distributed over a 36 month period. 

However, the requested amount may not be 

compatible with the SCASDP Grant budget. 

Therefore, the proposed plan is designed to be 

flexible, so in the event full funding is not 

available, an effective alternative can be 

implemented. The cost of the Commercial Air 

Service Awareness Campaign (Marketing 

Campaign) will be shared by the airport, 

community partners, and the DOT. The table 

below shows the total cost of the campaign and 

the amount requested by each party. 

In order for the Awareness Campaign to be 

successful, it must be supported by well 

thought-out plan. Consequently, the Middle 

Georgia Regional Airport Commercial Air 

Service Comprehensive Marketing Plan (CMP) 

will be drafted soon after the start of the 

Awareness Campaign begins. The CMP will be 

written by students enrolled in the J. Whitney 

Bunting College of Business at Georgia College 

and State University 

Marketing Program. The 

estimated cost of this 

plan is approximately 

$25,000 and will be 

offered to the airport as 

an in-kind service. 

In addition to writing the 

CMP, students will 

conduct periodic 

marketing reviews and 

surveys. The students 

will collect survey data 

and compare the results 

to enplanement data 

submitted by Silver Airways. The primary 

purpose of the review is to determine the 

effectiveness of the CMP. Additionally, the 

review will also help determine if budgeted 

amounts dispersed to the variety of mediums 

should be adjusted. In other words, the 

students will be tasked with determining if 

advertising dollars are spent in the most 

advantageous manner and what can be done to 

improve the success of the campaign. The 

marketing reviews and the collection of survey 

data will be completed without cost to the 

airport and are noted as in-kind services. 

Realistic Timeline 

The airport will complete its efforts within the 

specified thirty six month time frame. In 
8 

July 26, 2013 

addition, please see the attached Exhibit A for a 

detailed schedule and breakdown of expenses 

related to this project. The information is 

subject to change based on the 

recommendations of the comprehensive 

marketing plan. 

Community Partners 

Joining the Team 

This application has broad community support 

as you can note by not only the letters of 

support, but by the number of entities 

contributing to the cause by way of financial 

support or in-kind services. The community 

partners actively participating in the Marketing 

Campaign will provide a portion of the cost of 

the activity from local sources other than 

airport revenue sources. To date, the following 

entities have joined the City of Macon in 

partnership to market the airport by 

committing financial support or in-kind services. 

• Central Georgia Technical College 

• Georgia College and State University 

• Macon Chamber of Commerce 

• Macon-Bibb Convention and Visitors 

Bureau 

• Macon Economic Development 

Commission 

• Silver Airways 

• TBI Airport Management 

Central Georgia Technical College 

As described earlier, Central Georgia Technical 

College students will contribute by designing 

and implementing a new web-site. The students 

will also be responsible all web-site 

maintenance and updates. Also, students will 

launch the social media portion of the campaign 

and update the forums on a routine basis. 

Students will gain real world experience and be 

more prepared for entry into their professional 

field. In addition, students will have the 

opportunity bolster their college’s curriculum 

and participate in an important community 

initiative. The services described above will be 

offered to the airport as an in-kind service and 

is valued over $24,000. 

Georgia College and State 

University 

As previously mentioned, the Georgia College 

and State University is committed to working 

with community stakeholders in a collaborative 

effort to draft the Middle Georgia Regional 

Airport Comprehensive Marketing Plan (CMP). 

The CMP will provide marketing strategies that 

will be employed beyond the three years the 

airport is eligible for funding. Additionally, 

students will conduct marketing reviews and 

evaluate survey data, so adjustments to the 

CMP can be made if necessary. The CMP and 

other services will be completed at no charge to 

the airport and are valued at $38,500 of inkinds services. 

Macon-Bibb Convention and 

Visitors Bureau (CVB) 

Macon-Bibb Convention and Visitors Bureau 

(CVB) is well aware of how important 

commercial air service is to the community. 

They immediately set the advertising wheels in 

motion when new service to Orlando, Florida 

began. The CVB will continue to assist the 

airport in marketing the Orlando route by 

committing $5,000 in adverting during the first 

twelve months of the campaign. 

Silver Airways 

Silver Airways will 

donate eight 

roundtrip tickets that will be traded for free 

advertisement. The tickets are valued at $3,200 

and an equal amount of radio advertising will 

be obtained in return. 
9 

July 26, 2013 

TBI Airport Management 

TBI Airport 

Management (TBI) 

will contribute a cash 

donation of $500 to 

be used for 

advertising expenses. 

Connecting the Community 

Innovations 

Providing cost-effective passenger bus service 

between Downtown Macon and the Middle 

Georgia Regional Airport is a goal of the Macon 

Transportation Authority’s and has been for 

several years. The community’s need for 

increased bus service was triggered by the 

resurgence and 

rapid 

development of 

the communities 

within the city. 

Specifically, the 

Walkable Urban Communities (WUC) that were 

recently constructed. With additional WUCs 

nearing completion, the demand is expected to 

increase steadily. 

The Macon Transportation Authority, city 

leaders, and airport management all agree 

connecting downtown residents with the 

community’s passenger service will solve 

regional 

transportation 

issues. Future 

discussions 

regarding bus 

service to the 

airport are 

scheduled for 

the near 

future. 

Even though it is probable that a new bus route 

will be established, additional planning must 

take place before an official partnership can be 

announced. As stated throughout the proposal, 

the marketing plan is designed to be flexible, so 

after an intermodal connection is established 

marketing dollars can be shifted to promoting 

the service. In addition, it is also likely that the 

Macon Transportation Authority will offer inkind services to the airport in an effort to assist

the community obtain reasonable access to the 

national air transportation system. 

Servicing the Heart of Georgia 

Community Characteristics 

Despite the challenges, the fact is that the 

service area for the Middle Georgia Regional 

Airport does include the counties of Bibb, 

Houston, Laurens, Baldwin, Peach, Jones, 

Dodge, Monroe, Macon, Telfair, Bleckley, 

Wilkinson, Dooly, Twiggs, Crawford, Pulaski, 

Taylor, Montgomery, Wilcox, Treutlen, and 

Wheeler. The population of those counties 

combined provides the Middle Georgia Regional 

Airport with a market base of approximately 

573,000 individuals. That population is 

supported by a number of various businesses 

with the most noticeable being a substantial 

military installation and numerous medical 

facilities. 

Military Support 

Robins Air Force Base 

is the home of Warner 

Robins Air Logistics 

Center, the 78th Air 

Base Wing, and more 

than 60 other units 

that make up a vital 

part of the Air Force 

war fighting team. It is the largest industrial 

complex in Georgia, employing a workforce of 
10 

July 26, 2013 

over 25,584 civilians, contractors, and military 

members. With a diverse array of employees 

and missions, Robins Air Force Base provides an 

opportune market for the Middle Georgia 

Regional Airport to service. 

Healthcare Facilities 

Furthermore, Middle Georgia is also home to 

many medical facilities such as Houston 

Healthcare, The Medical Center of Central 

Georgia, and Coliseum Health Systems. 

Houston Healthcare began as one community 

hospital and has evolved over the past 50 years 

into a healthcare system consisting of seven 

separate entities serving approximately 300,000 

people every year. With two fully accredited 

acute care medical facilities with a combined 

capacity of 282 beds, 

Houston Healthcare is 

able to offer an array 

of healthcare services 

using the latest 

medical technology. 

The Medical Center of Central Georgia, a part of 

Central Georgia Health System, is the secondlargest hospital in Georgia and the only 

designated Level I Trauma Center in the region. 

MCCG delivers world class treatments to a 

service area of 28 counties surrounding Macon 

and Bibb County. 

Coliseum Health System is a three-hospital 

system that has called Macon home for the last 

40 years. With two full-service medical-surgical 

hospitals and one psychiatric facility, the staff 

and physicians are trained in the most advanced 

health care available. 

Thirty Minutes or Less 

Narrowing down the service area, the Middle 

Georgia Regional Airport resides near the 

border of the two largest counties in the Middle 

Georgia Region; Bibb and Houston County. Bibb 

County has a population of more than 155,000 

while Houston County has a population of more 

than 126,000. These two counties combined 

allow the airport to service more than 280,000 

residents with a drive time of less than thirty 

minutes. Moreover, the airport can also serve 

as additional fifteen counties that lie within a 

sixty minute driving radius.

The Future of Our Community 

While the Middle Georgia Regional Airport faces 

a decent share of challenges in rebuilding 

passenger service, it can be done. It is our belief

that with a proper marketing campaign, the 

airport can successfully re-establish itself with 

the enplanement numbers it has historically 

shown to support. With increasing 

enplanement numbers, we plan to work with 

the current air carrier to further develop Middle 

Georgia Regional Airport into a true regional 

airport with routes that support the 

communities’ air service needs. This 

development is the first step towards a selfsustaining airport environment that will 

promote the sound future of not only the 
11 

July 26, 2013 

airport but the Middle Georgia community as a 

whole. 

The Difference 

The proposed project differs from previous 

projects for which the community received 

SACSDP funds. Previous funds were obtained to 

attract a second carrier to serve Macon and 

install propane fueling stations. The goal of the 

current proposal is to inform the community of 

newly available service options, primarily the 

new service to Orlando, Florida.