June 11, 2012

Sponsor: Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau

Dan Lennon, Vice President, Marketing and Public Relations

Congressional Code: MO-07

Dun & Bradstreet Number: 073065328

Tax Identification Number (EIN): 44-0586242

BRANSON/LAKES AREA CHAMBER OF COMMERCE & 

CONVENTION AND VISITORS BUREAU

Application Under the Small Community Air Service Development Program

Docket DOT-OST-2012-0069

Application for Federal Support for Growth of Air Service at the Branson Airport via 

Advertising and Marketing Program
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 2

TABLE OF CONTENTS

Introductory Letter of Support 3

Summary Information – Appendix C 7

Introduction 9

The Branson/Southwest Missouri Air Service Market 10

Current and Historical Service 12

Potential for New Markets 15

Air Service Needs and Deficiencies 16

Branson Visitor Trends 17

Regional Airline Capacity 18

Per Capita Capacity 19

Average Midwest Fares 21

Strategic Marketing Plan 24

Funding Plan 25

Public/Private Partnership 26

Legal Sponsor 29

Conclusion 30

Section Page Number
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 3

INTRODUCTORY LETTER OF SUPPORT
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 4

SUMMARY INFORMATION – APPENDIX C

Small Community Air Service Development Program

Docket DOT-OST-2012-0069

A. Applicant Information

 Not a Consortium Community now receives EAS subsidy

 Interstate Consortium Intrastate Consortium

 Community previously received a Small Community Grant

 If previous recipient, Date of Grant: ________________________________

Expiration date of Grant: _______________________

Federal Funds Requested: ______________________

Carrier(s) Service Obtained: ____________________

Destination(s) Served: __________________________

B. Public/Private Partnership

Public:

1. Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau

2. Taney County

3. City of Branson

Private:

1. Branson Airport

2. Frontier Airlines
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 5

C. Project Proposal

 Marketing Upgrade Aircraft New Route

 Travel Bank Service Restoration Subsidy

 Surface Transportation Regional Service Revenue Guarantee

 Launch New Carrier Start-Up Cost Offset First Service

 Study Secure Additional Service Other (Specify)

D. Existing Landing Aids at Airport

 Full ILS Outer/Middle Marker Published Instrument Approach

 Localizer Other:

E. Project Cost

1. Federal amount requested: $ 500,000

2. State cash financial contribution: $ 0

Local cash financial contribution:

3a. Airport cash funds: $ 100,000

3b. Non-Airport cash funds: $ 400,000

3. Total local cash funds: $ 1,000,000

4. TOTAL CASH FUNDING: $ 1,000,000

In-Kind Contribution:

a. Airport In-Kind contribution: $ Undetermined

b. Other In-Kind contribution: $ Undetermined

5. TOTAL IN-KIND CONTRIBUTION: $ Undetermined

6. TOTAL PROJECT COST: $ 1,000,000 + In-Kind

F. In-Kind Contributions

For funds in lines 4a (airport in-kind contribution) and 4b (other in-kind contribution), 

please describe the source(s) of fund(s) for each.

Advertising and marketing matching funds (media companies)
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 6

G. Is Application Subject to Review by State Under Executive Order 12372 Process?

 This application was made available to the state under the Executive Order 12372 Process 

for review on ______.

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

 Program is not covered by E.O 12372.

H. Is Applicant Delinquent on any Federal Debt?

 No
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 7

INTRODUCTION

In the early morning hours of February 29, 2012 – leap day – before the sun had come up, 

tornado sirens went off throughout Branson, Missouri. Residents and visitors alike took cover up 

and down the town’s famed “strip” – the center of entertainment boasting more than 50 

theatres, dozens of other attractions, and 

19,000 hotel rooms. In a matter of minutes 

an EF2 tornado cut a narrow, 22-mile path 

from Kimberling City in Stone County,

Missouri, to Kissee Mills in central Taney 

County, Missouri. 

At the center of that path: Branson. As the 

sun rose, the community so reliant on 

tourists for its economy woke up to severe 

damage to 30 commercial buildings and 

seven homes. The storm caused additional 

major damage to another 22 businesses 

and 27 homes. In all 33 people were hurt – but no one was killed.

The town’s major hotel tower and convention center had taken a direct hit – the Hilton’s 

windows were blown out and its lobby was ripped apart. The hotel will not reopen until October 

of 2012. And it was joined by three of 

Branson’s famed theatres, which also 

suffered significant damage.

But, perhaps, the greatest damage 

came from the impressions of the 

tornado that were splashed across 

television screens from New York to 

Los Angeles – startling damage in a 

town that many know as a vacation 

getaway. The storm got extra play on 

the networks, as it happened in 

FIGURE 1: Tornado Damage to the Branson “Strip”

Source: St. Louis Post Dispatch

FIGURE 2: Tornado Damage to the Branson Hilton

Source: FOX 4 Kansas City
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 8

February – Missouri isn’t supposed to see tornados in February. The impact was immediate –

many who were thinking of traveling to Branson in 2012 made plans to go elsewhere.

This summer the Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau

(BLACVB) is doing all it can to assure potential visitors that Branson is open for business. Despite 

the images, less than 5% of attractions in the region suffered any impact from the tornado. 

Virtually all theatres are up and running this summer. Most hotels are open – and the Hilton will 

fully reopen in the fall.

In recent years, Branson has seen its visitor base go nationwide. Branson draws from coast to 

coast, with especially strong visitor-ship from Southern California, the Pacific Northwest, and 

Florida. The opening of the Branson Airport in 2009 helped to draw new visitors from new 

markets, as low cost service opened the community to people who could never have afforded 

to come before. But, with the publicity from the February tornado, the community knows many 

of those who travel from afar to visit Branson might not 

come back, or delay their trip for a significant amount 

of time.

That’s why the BLACVB is partnering with the Branson 

Airport to request federal funding under the Small 

Community Air Service Development Grant Program 

this year. Both organizations have pledged matching funds to be used in a wide scale 

marketing campaign to help convince potential airline passengers that Branson is, indeed, open 

for business again. The campaign will feature the Branson Airport as a gateway to the region for 

visitors who live beyond the reach of a simple day of driving – more than six hours away by car.

The timing of this campaign is critical. While Branson’s summer drive visitors are expected to be 

up marginally in 2012 versus 2011, largely due to significant regional advertising, it is unknown 

how traffic will respond this coming fall and winter. The Airport is a key component in growing 

off-peak Branson visitors. It is of tremendous importance to the region that the “Branson is open” 

message gets out, across the country, as soon as possible. The Department of Transportation’s 

partnership in growing Branson Airport passengers would be a huge boost not only to the Airport, 

but to the region’s economy as a whole.

“The timing of this campaign 

is critical. The Airport is a key 

component in growing offpeak Branson visitors.”
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 9

THE BRANSON/SOUTHWEST MISSOURI AIR SERVICE MARKET

Current and Historical Air Service

Until the last decade, Branson was not known as an air travel tourism market, but it has become 

a market where inbound air travelers make up a significant portion of the nearly 7.7 million 

annual visitors. A recent economic impact study conducted by Dr. Lee McPheters, a professor 

at Arizona State University, found that in 2011 the Branson Airport generated more than $45 

million in visitor spending and nearly 1,000 local jobs. The study also estimates that with a half a 

million enplanements, the airport could generate an estimated $204 million in visitor spending. 

Air travel tourism growth has exploded in the last three years, as service launched at the nearby 

Branson Airport supplemented the air service provided at the Springfield National Airport, which 

is a little more than an hour away.

The Branson Airport has a somewhat unique market area, spanning a wide region in 

southwestern Missouri and northwest Arkansas (see map 1). Within 30 minutes’ drive of the 

Branson Airport – the 

area shaded in the 

deepest blue – the 

current population is 

99,825 as of the 2010 

US Census. The 60 

minute drive time 

radius – seen in the 

next darkest shade 

of blue – is currently 

home to 403,042 

people, while the 90 

minute drive time 

population is 603,512 

as of the 2010 US 

Census. The Airport 

serves a large 

population that is 

isolated from the 

service of major airports, such as Kansas City and St. Louis. But the local population generates 

MAP 1: Branson Airport’s Catchment Area, by Drive Time

Source: Sixel Consulting Group, 2010 US Census
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 10

only a small portion of the overall passenger demand – as many of the passengers using the 

Branson Airport, in particular, are inbound to the region as tourists.

As of summer of 2012, 

Branson Airport has non-stop 

service on three carriers to 

eight destinations from the 

East Coast to the Rocky 

Mountains (see map 2). The 

Airport has been chosen as 

one of 22 that Southwest 

Airlines will retain when it fully 

integrates AirTran into its 

network in 2013 and 2014. 

For now, AirTran, under the 

Southwest operating 

certificate, provides nonstop service to five cities, including Atlanta, Baltimore/Washington, Houston Hobby, Orlando, 

and Chicago’s Midway Airport. Frontier operates non-stop service to its hub in Denver. At the 

same time, during the summer of 

2012, Branson Air Express, operated 

by Corporate Flight Management, 

has service on non-stop routes to 

Austin and Nashville.

In all, Branson Airport capacity will 

be up in July 2012 24.6% over July 

2011 (see figure 3). The largest 

portion of the capacity increase 

comes from AirTran/Southwest 

upgrading service to daily flights 

between Branson and Houston 

and Branson and Chicago, both 

routes that operated less-than-daily in summer of 2011. Frontier Airlines’ capacity in the market 

will be down slightly in summer of 2012, as it ends service to Austin, and also Milwaukee, in 

MAP 2: Current Service at the Branson Airport

Source: Sixel Consulting Group; OAG Schedule Data, July 2012

FIGURE 3: Branson Airport Schedule Comparison

Source: Sixel Consulting Group; OAG Schedule Data, July 2012

Non-Stop Departures Seats Departures Seats Capacity

Carrier Destination Per Day Per Day Per Day Per Day Change

Branson Air Express AUS 0.6 18 0.5 16 -11.1%

MQY 0 0 0.5 16 100.0%

Branson Air Express Total 0.6 18 1 32 77.8%

Frontier DEN 1 138 1 138 0.0%

MKE 0.4 21 0 0 -100.0%

Frontier Total 1.4 159 1 138 -13.2%

AirTran/Southwest ATL 2 234 2 234 0.0%

BWI 0.2 19 0.1 15 -21.1%

HOU 0.2 19 1 117 515.8%

MCO 0.2 19 0.1 15 -21.1%

MDW 0.6 68 1 117 72.1%

AirTran/Southwest Total 3.2 359 4.2 498 38.7%

Branson Total 5.2 536 6.2 668 24.6%

Jul-11 Jul-12
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 11

conjunction with the closure of its focus city there. These route closures are partially related to 

Frontier’s decision to retire the aircraft it used, the 50-seat Embraer ERJ145.

Despite the capacity gains year-over-year at the Branson Airport, the market still sees an 

average of just 6.2 departures per day, or a total of 667 seats per day each way, as of July 2012. 

Airlines serving the Branson Airport will offer roughly 60,000 total seats in the summer of 2012, 

which contributes only a small number of visitors to the overall economy – a number which 

Branson businesses need to see grow to help them reverse visitor declines and increase visitor 

spending.

It’s important to remember the Branson Airport cannot be analyzed in a vacuum. It is a part of a 

larger air transportation network in southwestern Missouri that also includes the Springfield 

National Airport. The two airports are separated by about 70 minutes of highway, but Springfield 

is the more 

established 

airport with, 

traditionally, 

a wider 

breadth of 

service. 

Together, 

the airports 

generated 

an average 

of 1,205 

passengers 

per day 

each way in 

2011 (see 

figure 4). Together the airports lost an average of 19.5 passengers per day each way last year, 

as fares have been rising quickly in the region over the last three years.

Since calendar year 2009, southwestern Missouri travelers have seen their average one way fare 

climb from $183 each way to $215 each way – an increase of 17.5%, or an average of $64 

roundtrip (see figure 4). Springfield is still the dominant airport in the region, as the Branson 

FIGURE 4: O&D Passengers and Average One Way Fares, BKG+SGF

Source: US DOT OD1A, Calendar Year 2003 – Calendar Year 2011
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 12

Airport captures just 22.7% of total passengers to and from southwestern Missouri. Still Branson’s 

share is up from just 9.6% in 2009. Most passenger growth in the region in the last three years has 

happened at the Branson Airport. Since 2009, Branson Airport passengers are up 143%, despite 

fare increases in the region, while Springfield National Airport passengers have declined by 12% 

over the same time period.

While Branson is thought of as a drive-only tourist market, data shows the opposite to be the 

case. Branson is able to draw visitors from all over the country due to its family-friendly 

attractions and low overall costs. While it is true Branson draws well from Missouri, Arkansas, and 

Illinois – all areas within a day’s drive – it also draws heavily from places such as south Texas, 

Southern 

California, the 

northern tier 

including 

Minnesota 

and 

Wisconsin, 

and from 

Florida (see 

map 3). The 

success of 

non-stop 

service at the 

Branson 

Airport to 

cities such as 

Denver, 

Orlando, and 

Baltimore has 

illustrated the fact that tourists will seek out the most convenient route to the place where they 

want to vacation. There are a number of potential unserved airline markets from which Branson 

draws heavily. According to the “heat map” compiled by the Branson/Lakes Area VCB, those 

markets include Las Vegas, Tampa/St. Petersburg, Dallas/Ft. Worth, New York City, 

Minneapolis/St. Paul, Phoenix, Los Angeles, San Francisco, Boston, Detroit, Milwaukee, 

Indianapolis, Des Moines, and Seattle/Tacoma.

MAP 3: Branson Visitors by Origin County

Source: Branson/Lakes Area VCB, Calendar Year 2010
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 13

Indeed, the largest current 

southwestern Missouri origin and 

destination passenger market 

without non-stop service is Las 

Vegas, generating an average of 

75.2 passengers per day each way 

in 2011 (see figure 5 on next page). 

A large portion of travelers choose 

to fly to and from the Branson 

Airport, instead of the Springfield 

National Airport, when they have the 

option – especially in markets where 

Branson, itself, has non-stop service. 

These markets include Atlanta, 

Denver, Chicago, and Baltimore. 

Nonetheless, there are a number of 

markets where there is potential for 

non-stop service from the region.

Overall fares in the region have risen 

dramatically in the last three years, as 

the southwestern Missouri market now 

has some of the highest average fares in 

the Midwest. Even fares in markets 

where Branson’s Airport offers “low cost” 

service have high fares as compared to 

markets with more competition. The 

overall average fare at the combined 

Branson Airport and Springfield National 

Airport was $215 one way in 2011 (see 

figure 6). Surprisingly, some fares, such 

as the fare to and from Chicago which is 

$226 each way, are high despite low 

cost service penetration. Even markets 

FIGURE 5: Top 20 O&D Passenger Markets, BKG+SGF

Source: US DOT OD1A, Calendar Year 2011

FIGURE 6: Average One Way Fares at Top 20 O&D Markets, BKG+SGF

Source: US DOT OD1A, Calendar Year 2011
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 14

such as Atlanta and Baltimore – where AirTran has offered non-stop service – have fares above 

$140 each way, or $280 roundtrip, which is not typical in AirTran markets.

The result of rising fares and declining capacity has been a reduction in passengers flying in and 

out of southwestern Missouri. While many markets have seen passenger declines and fare 

increases over the last three years, it’s a particularly critical situation in Branson, as the majority of 

the economy relies upon inbound tourism. In the last three years it has become increasingly 

difficult for non-drive tourists to get to Branson, despite the efforts to grow low cost service at the 

Branson Airport.

The Airport opened in 2009, creating a new opportunity to grow Branson visitors. Based on the 

success of the service, and with Southwest committing to the market for the long term, now is 

the time to capitalize on the service to help make Branson a national leisure destination.
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 15

AIR SERVICE NEEDS AND DEFICIENCIES IN SOUTHWEST MISSOURI

In the last 20 years Branson has grown from a small town in southwest Missouri, near Table Rock 

Lake, to a national vacation destination. Branson was built on family entertainment. Today it’s 

home to more than 50 theatres with 61,000 seats, a dozen championship golf courses, an award 

winning theme park (Silver Dollar City), a number of museums, a shopping district, and even 

adventure activities such as rock climbing and zip line courses.

The increased popularity of Branson is evidenced in its annual visitor statistics. In 1991, Branson 

drew a total of three million visitors or an average of 8,219 visitors per day (see figure 7). By 2007 

the number of annual visitors had grown by 155% - to 8.3 million or an average of 22,740 visitors 

per day.

Still, in the last five years Branson has seen a decline in its number of visitors. The market lost an 

average of 1,792 visitors per day between 2007 and 2011 – a decline of 8% (see figure 7). Total 

visitors have fallen below the 8 million mark in each of the last three years – although 2010 was 

FIGURE 7: Annual Visitors to Branson

Source: Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau, 1991 – 2011
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 16

close. It is clear that Branson needs to diversify its visitor base. Reaching out to potential visitors 

traveling by air not only opens the market to a new set of tourists, but it also increases the 

average revenue per stay, as air travelers are likely to stay longer and budget more money for 

their trips.

The establishment of the Branson Airport has helped pull in new visitors to the region by air. But 

there is an opportunity to do more, especially as Southwest establishes its brand in Branson in the 

next couple of years. The community as a whole must rise to the occasion with the appropriate 

advertising and marketing effort to build upon the local air service momentum.

Even with new service at the Branson Airport, the southwestern Missouri region, as a whole, has 

seen its available airline seats and daily flights decline appreciably in the last two years. Since 

the summer of 2010, the Branson-Springfield market has lost an average of 11.5 departures per 

day, or 34% of its 

airline departures 

from the Branson 

Airport and 

Springfield National 

Airport (see figure 

8). The market has 

just 22.2 departures 

per day, on 

average, as of 

January of 2012.

At the same time, 

the BransonSpringfield 

combined market 

has lost more than 38% of its available airline seats (see figure 8). In July of 2010, the combined 

market had an average of 2,206 seats per day each way – in and out. By January of 2012 that 

number has fallen to 1,370 seats per day each way. While it is true there are summertime peaks 

in capacity, Branson-Springfield’s peak summer capacity in 2011 was 199 seats per day each 

way below its peak capacity in 2010 – a peak capacity decline of 9%. The net result is higher 

fares and a suppression of potential tourist traffic.

FIGURE 8: Passengers, Seats, and Flights per Day Each Way, BKG+SGF

Source: US DOT T100; June 2010 – January 2012
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 17

With those capacity cuts, the Branson-Springfield market has become one of the most 

underserved in the region. Despite the fact that Branson is a huge inbound passenger draw, 

service at both the Branson Airport and Springfield National Airport provides just one seat per 

resident of the combined catchment area (see figure 9). Of airports surrounding southwestern 

Missouri, only Columbia 

has fewer airline seats 

per capita. The 

regional average is 

2.67 seats per capita 

per year. The BransonSpringfield market has 

164% fewer seats than 

the regional average.

Similarly, BransonSpringfield generates 

just 0.74 passengers per capita per year, which is 180% below the regional passenger average of 

2.07 trips per capita per year (see figure 10). Other airports in the region, such as 

Fayetteville/XNA are able to generate more trips per capita due to their higher airline capacity. 

This trend defies logic, as of all the markets listed Branson is the biggest tourist draw. Branson 

should outpace the rest of 

the group, as many of its 

passengers are travelers 

inbound from other markets 

on vacation.

Part of the reason for the low 

number of passengers per 

capita in Branson-Springfield, 

beyond a lack of airline 

capacity, is increasing 

average fares which drive 

passengers away. As of calendar year 2011, the combined Branson-Springfield market had an 

average one way fare of $215 – or $430 roundtrip – which is $60 more each way – or $120 more 

FIGURE 9: Seats per Capita in Missouri and Arkansas Markets

Sources: US DOT T100, 2010 US Census; Calendar Year 2011

FIGURE 10: Passengers per Capita in Missouri and Arkansas Markets

Sources: US DOT T100, 2010 US Census; Calendar Year 2011
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 18

roundtrip – than the Missouri-Arkansas average fare of $165 (see figure 11). Travelers in and out 

of the airports in Branson and Springfield pay 30% more than the average of all travelers to and 

from other airports in the region. 

Remarkably, the Branson-Springfield 

combined fare is higher than the fares 

at much smaller markets, with fewer 

seats and access to fewer carriers, 

such as Joplin, Columbia/Jefferson 

City, Cape Girardeau, Kirksville, El 

Dorado, and others. Many of those 

smaller markets are served under 

Essential Air Service subsidies.

With increasing fares in the market,

passengers have been pushed away 

from local service at both Branson and 

Springfield. This has been evidenced 

by the average load factors in the 

combined market. As of the 12 months 

ended February 2012, the BransonSpringfield market had filled 74% of its 

available airline seats, meaning 26% of 

seats in the market arrived and 

departed empty. Load factors peak in 

summertime, which has always been 

peak season for Branson tourism. But even in the summer of 2011, the highest monthly load 

factor in the combined Branson-Springfield market was 78.5% - with 21.5% of seats flying empty 

(see figure 12 on next page). Winter load factors average in the upper 60% range, with 

thousands of available seats not being filled each month.

FIGURE 11: Average One Way Fares in Missouri and Arkansas Markets

Sources: US DOT OD1A; Calendar Year 2011
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 19

The load factor statistics speak to the heart of the coordinated community effort for marketing 

and advertising described in this proposal. While the Branson-Springfield market would benefit 

from additional air service and additional airline seats, the local airports have empty seats that 

need to be filled with current 

service. Each empty seat represents 

the potential for significant tourist 

revenue in Branson and the 

surrounding area. It is the goal of the 

partners in this application to fill the 

empty seats in the region through a 

targeted air service marketing and 

advertising campaign, growing 

passengers through the airports while 

growing local tourism revenue that’s 

vital to the southwestern Missouri 

economy.

It’s also important to note that the community has available rooms for additional visits. Among 

similar sized destinations across the United States, Branson has the lowest room occupancy for 

calendar year 2010. Branson’s 2010 occupancy rate was 68.6% (see figure 13 on previous 

FIGURE 12: Average Monthly Load Factor at Branson + Springfield

Sources: US DOT T100; January 2010 – February 2012

FIGURE 13: Hotel Occupancy Rates in National Markets

Sources: Smith Travel Research; Calendar Year 2010
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 20

page). By comparison, Myrtle Beach was able to fill 87.2% of its rooms in conjunction with a 

much larger collection of inbound air service. Similarly, Portland, Maine, Charleston, South 

Carolina, San Antonio, New Orleans, Lexington, Kentucky, and Savannah were all able to fill a 

higher percentage of their available hotel rooms in 2010.

This project has the potential to fill empty airlines seats, not only, at the Branson Airport, but 

throughout the region. The result will be increased demand and increased low cost service, 

lowering fares. With more people flying to and from the region there will be additional jobs 

generated through additional visitor spending.
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 21

STRATEGIC MARKETING PLAN

The Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau (BLACVB), in 

conjunction with the Branson Airport, proposes a targeted air service marketing and advertising 

campaign to grow local enplanements and the usage of local air service. The campaign will be 

designed with three main overarching objectives:

1) Assure potential out-of-market visitors that Branson is “open for business” after the

February 2012 leap day tornado;

2) Do a better job filling airline seats with both in-market, outbound travelers; and with outof-market, inbound tourists;

3) To grow passengers to a level where additional service is necessitated, and where 

additional routes to targeted new destinations can be added.

In order to fulfill those objectives, the BLACVB, working with the Airport, has developed a plan to 

place the Branson Airport’s messaging on a wide ranging national campaign. The idea is to 

leverage all that people know about Branson, and all that Branson has to offer, with the 

messaging that people can get to Branson by flying into the local airport from their hometown. 

As such, the out-of-market campaign will be 

focused on markets that have current non-stop or 

one-stop service to the Branson Airport.

Inside the Branson market, the BLACVB and the 

Airport plan to use a smaller portion of the 

campaign budget to better educate local 

travelers on the breadth of local service. There is still a knowledge gap in the market due to the 

fact that the Branson Airport has only had commercial air service for three years. People don’t 

have ready knowledge about the service offered from the Airport, nor of the number or scope 

of the non-stop and one-stop destinations available.

The campaign will encompass a number of media platforms. Television will be used to deliver 

effective reach and the high frequency messaging needed for the mass media campaign. 

Geo-targeted web campaigns on high traffic information and social media sites will provide 

“There is still a knowledge gap in the 

market due to the fact the Branson 

Airport has only had commercial air 

service for three years..”
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 22

focus on travelers booking their trips – or looking for where to go – on the web. Radio and print 

will be used in many of the markets where TV is used, in order to layer the exposure. Print will also 

be used in national publications to sway people’s perceptions about Branson and influence 

booking.

The updated brand strategy will focus 

on a clear positioning of Branson as a 

wholesome, intimate, and authentic

alternative to Las Vegas and Orlando. 

Branson will be branded as “the 

heartland” (see figure 14). The 

campaigns will appeal to those with 

the most disposable income, including 

Baby Boomer couples, younger adults, 

and families, in that order.

As part of overall messaging, the campaign will build upon the brands currently developed by 

both the BLACVB and the Branson Airport. The BLACVB brand focuses on the tagline, “It’s Your 

Show” (see figure 15). The line is designed to emphasize the fact that Branson is a world class 

entertainment destination, and also that each visitor 

is the star around which the individual experience is 

designed. The campaign will be targeted to 

different groups by season. Spring, summer, and fall 

advertising will be directed at adults, couples, and 

“girlfriends,” while spring and summer will be 

targeted additionally at families, and Christmas will 

be targeted at the multi-generational traveler.

Service at the Branson Airport will be advertised in 

tandem with destination advertising, to ensure outof-market travelers understand how easy and inexpensive it can be to get to Branson. The 

Branson Airport uses the tagline, “Every day low fares” (see figure 16 on next page). That tagline 

will also be used in the campaign emphasizing Branson is affordable for the budget traveler, 

even when traveling by air.

FIGURE 14: Branson Brand Position

Source: BLACVB

FIGURE 15: Branson Logo and Tagline

Source: BLACVB
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 23

Current Branson Airport advertising focuses on non-stop destinations served by incumbent 

carriers and the one-stop connectivity those incumbents offer through their hubs (see figure 15). 

Altogether, 

carriers serving 

the Branson Airport 

offer one-stop 

connectivity to 

more than 110 

unique airports 

from coast to 

coast. Advertising 

this easy 

connectivity will be 

a key in getting 

people out of their 

cars and on 

inbound flights.

The total project 

cost of the Grantsupported air 

service marketing 

and advertising 

campaign is 

$1,000,000 – a 

large number but 

a necessary 

amount due to the 

national nature of 

airline traveling 

tourists who visit Branson. The campaign must cover a lot of national ground to reach its target 

audience all over the country. Of the total project cost, $500,000 has already been committed 

by local partners in air service development. $400,000 of the funding will come from the sponsor 

of this application, the BLACVB. Another $100,000 in local funding will come from the Branson 

Airport. The final $500,000 for this campaign is earmarked from the federal Small Community Air 

FIGURE 16: Branson Airport Connectivity Advertising

Source: Branson Airport
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 24

Service Development Program. It is important to remember 50% of the total project funding is 

local and already committed.

Most of the funding from this program will be dedicated to the out-of-market media plan. In all, 

$800,000 will be spent spreading the Branson message to potential fly markets outside the sixhour drive radius (see figure 17). The out of market program proposed below (subject to final 

adjustments) will focus heavily on television, with major cable networks being the major outlets 

for the program. Fall networks would include CMT, FOX News Channel, and WGN America. 

Spring networks would include Cooking Channel, Lifetime, and the Weather Channel.

The in-market advertising program will be funded with $200,000 of the total project cost. The 

plan includes monthly spending on local broadcast TV, with periodic spending on cable TV, 

outdoor media including billboards, and on-line advertising at major local news source websites, 

that attract high volumes of local traffic (see figure 18 on next page). The campaign will focus 

on the low cost service available at Branson Airport, and is targeted to fill seats in the off-peak 

months.

FIGURE 17: Branson’s Out-of-Market Advertising Plan

Source: Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau

SEP OCT NOV DEC JAN FEB MAR APRIL

27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22

LD CD VD TD CD NY MLK PD ES

FALL BRANSON CHRISTMAS WINTER SPRING

NET CABLE TV NET CABLE TV

FALL FLIGHT NETWORKS LIKE: SPRING FLIGHT NETWORKS LIKE:

● CMT ● CMT

● FOX NEWS CHANNEL ● COOKING CHANNEL

● GAC ● FOX NEWS CHANNEL

● HALLMARK CHANNEL ● GAC

● LIFETIME MOVIE NETWORK ● HALLMARK CHANNEL

● RFD ● HGTV

● TV LAND ● LIFETIME

● WGN AMERICA ● LIFETIME MOVIE NETWORK

● RFD

● THE WEATHER CHANNEL

● TV LAND

● WE

● WGN AMERICA
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 25

As creative development is already underway for the campaign, and half the funding has 

already been secured, the campaign is “turnkey” and ready to launch as soon as a contract 

has been signed with the Department of Transportation. The anticipated timeline for the 

campaign assumes a Grant 

would be awarded in 

September of 2012 (see figure 

19). If the Grant agreement 

with the DOT is finalized in 

October of 2012, the campaign 

will begin both in and out-ofmarket that month. The 

campaign will have sufficient 

funding to be sustained for one 

full year, with the Grant-supported portion of the air service development campaign ending in 

December of 2013. The BLACVB would anticipate closing the Grant in January of 2014.

Branson has found itself competing against dozens of other tourist drive markets throughout the 

Midwest. But Branson has something unique – an airport located just minutes from all of its major 

attractions. The Branson Airport has seen tremendous growth over the last three years, 

generating all the air travel growth for southwestern Missouri. As Branson evolves, it will become 

increasingly reliant on its airport to bring in the visitors that sustain the local economy. This Grant 

is a key to helping the market not only overcome a natural disaster, but also in helping to make 

the transition from drive market to fly market.

FIGURE 19: Branson’s Marketing Grant Timeline

Source: BLACVB

FIGURE 18: Branson’s In-Market Advertising Plan

Source: Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau

Branson Airport 2012-2013

 Weeks based on broadcast months 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 24 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19

Springfield, Mo DMA

 Broadcast TV 

 Cable TV

 Springfield, Mo DMA and NW Arkansas

 Digital Outdoor (2-3 board rotation)

 14' x 48' in High Traffic Locations

 in Springfield city limits

 Online Advertising

 Ky3.com, News-Leader.com, et. al

$2,500.00 $2,500.00 $3,000.00 $3,000.00 $1,500.00 $1,500.00

September '12 October '12 November '12 December '12 January '13 February '13 March '13 April '13 May '13

$10,000.00 $10,000.00 $12,500.00 $2,500.00 $6,000.00 $6,000.00

$1,200.00 $3,000.00 $1,800.00

$25,000.00 $22,500.00

$2,800.00 $4,600.00

$5,000.00 $4,000.00

$2,800.00

June '13 July '13 August '13

$1,800.00

$3,500.00 $2,500.00

$10,000.00

$2,500.00

$10,000.00

$1,800.00 $1,800.00

$2,500.00

$10,000.00

$2,500.00

$10,000.00

$2,500.00

$1,200.00 $1,200.00

$2,500.00

Activity/Project Milestone Estimated Date

SCASD Grant Award Announcement Sepetmber 2012

Executive Grant Agreement with DOT October 2012

Executive Agreement with Marketing Firm Secured

Develop Creative In Progress

Develop Comprehensive Placement Strategy In Progress

Launch Campaign October 2012

Sustain Campaign October 2012 - December 2013

Monitor Service Performance October 2012 - December 2013

Submit Grant Status Reports to DOT Quarterly Q4 2012 - Q4 2013

Close Grant January 2014
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 26

PUBLIC/PRIVATE PARTNERSHIP

This application for federal Small Community Air Service Development Grant funding is unique, in 

that it is sponsored by the Branson/Lakes Area Chamber of Commerce & Convention and 

Visitors Bureau (BLACVB) instead of an airport. The BLACVB recognizes the importance of the 

Branson Airport in helping to develop new inbound flows of tourists to the region and, as such, 

strongly supports the growth of passengers on local air service through marketing and 

advertising.

Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau (BLACVB)

The Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau (BLACVB) is

the designated marketing organization for the Branson area. The BLACVB implements a 

comprehensive area-wide marketing plan that includes, but is not limited to, television, radio, 

print and web advertising, publicity, research, convention and group tour and travel programs 

and fulfillment. The marketing program is supported by local tax dollars. The BLACVB operates 

the only official Chamber of Commerce Tourism Information Center located in the greater 

Branson area. 

While the BLACVB focuses on tourism marketing, the Chamber of Commerce division of the 

organization offers traditional Chamber services and programs to its membership; these include, 

but are not limited to, the following areas of service: community and economic development, 

legislative affairs, small business development, quality of life, monthly newsletters and weekly fax 

updates, monthly networking functions, leadership training and a membership directory. 
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 27

Branson Airport

Branson Airport opened on May 11, 2009. The airport is located on 922 acres in the Ozark 

foothills of Taney County, Missouri, just south of Branson in the southwestern part of the State. The 

airport is just a ten-minute drive from Branson’s center. 

The City of Branson is not financially obligated to the airport in the way most municipal airports 

would be. The City has signed a 30-year "pay-for-performance" agreement with the airport. 

Taney County officials also have no financial obligation to the airport but agreed to accept 

ownership of the property and provide a long-term lease to Branson Airport LLC. 

While it is common in Europe for the private sector to be involved in commercial airports,

privately developed and operated commercial aviation is still a new concept in the United 

States. The Branson Airport was privately developed as an asset for the Branson region, in hope 

of growing inbound air tourism and better linking local residents to faraway markets.

City of Branson

The City of Branson has long been a popular destination for vacationers from Missouri and 

neighboring areas. The construction of music theaters by nationally-known performers along 

Highway 76 has increased Branson's popularity as a tourist destination. Branson now draws visitors 

from all regions of the country. Local attractions include more than 50 live entertainment 

venues, Historic Downtown Branson, the Hollywood Wax Museum, Silver Dollar City, White Water, 

the Titanic Museum, Mount Pleasant Winery, Stone Hill Winery, Ride the Ducks, Dolly Parton's Dixie 

Stampede, 12 championship golf courses, four zipline courses, the Branson Belle, Track Family 

Fun Parks, the regional lakes including Table Rock Lake, the Haunted House and Monster Asylum, 

Butterfly Palace & Rainforest Adventure, and Branson Landing which is an upscale shopping and 

dining complex. Ripley's Believe it or Not Museum in Branson is housed in a building that has 

been made to look as if it is cracked wide open by an earthquake or other disaster.

Branson Landing opened in the summer of 2006 on the Lake Taneycomo waterfront in 

downtown Branson. The lakefront project includes retail space with Bass Pro Shops and Hudson 

Belk as anchors in an outdoor shopping mall of stores and restaurants. The new Branson 

Convention Center, which is situated between the Landing and Historic Downtown Branson, 

opened September 7, 2007.
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 28

Taney County

Taney County is located in the southwest corner of Missouri and is in the heart of Ozark Mountain 

Country. It is home to the city of Branson, but the County Seat is in Forsyth. Taney County is also 

the home of Table Rock, Taneycomo, and Bull Shoals lakes – other major outdoor recreation

attractions.

Taney County is a partner with the Branson Airport. While Taney County officials have no 

financial obligation to the airport, they have agreed to accept ownership of the property and 

provide a long-term lease to Branson Airport LLC, allowing the Airport to finance construction 

with municipal debt.
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 29

LEGAL SPONSOR

The Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau (BLACVB) is 

the legal sponsor responsible for administering the proposed marketing program.

Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau (BLACVB)

PO Box 1897

Branson, Missouri 65615

Dan Lennon

Vice President – Marketing and Public Relations

(417) 334-4084, extension 322

dlennon@bransoncvb.com
Proposal of Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau • June 2012 30

CONCLUSION

While the Branson market has faced many challenges over the last several years, not the least of 

which was the tornado in February of this year, the market also shows signs of growing potential. 

For the first time, Branson has its own airport, ready to tackle the challenge of linking Branson 

and its attractions to faraway, non-drive markets all over the country. Branson has seen its hotel 

occupancy rate hit all-time highs, proving that people come to Branson for longer-stay 

vacations. At the same time, Branson saw its average revenue per hotel room grow by almost 

8% from 2010 to 2011.

The Branson/Lakes Area Chamber of Commerce & Convention and Visitors Bureau (BLACVB)

and its partners in this application understand the potential of the Branson market. It has taken 

vision and commitment to grow Branson’s appeal 

beyond the Midwest. The market now boasts 

large numbers of visitors from places as far away 

as New York, Los Angeles, Seattle, Denver, Atlanta, 

and Orlando.

There is no doubt the establishment of the Branson 

Airport has helped pull in new visitors to the region 

by air. But there is an opportunity to do more, especially as Southwest establishes its brand in 

Branson. The community as a whole must develop an appropriate advertising and marketing 

effort to build upon the local air service momentum. As Branson evolves, it will become 

increasingly reliant on its airport to bring in the visitors that will help sustain its economy.

This marketing and advertising proposal under the Small Community Air Service Development 

Program will be a critical piece of the evolving Branson visitor market. Not only is the Grant a 

key component in overcoming the out-of-market impression that Branson is “closed for business” 

due to the February 2012 leap day tornado, it will also be a key to filling regional airline seats 

that are currently empty. The community coalition put together for this Grant project is ready to 

get to work on spreading the message of the “new Branson” that’s just one-stop from the world.

“The community as a whole must 

develop an appropriate advertising 

and marketing campaign to build 

upon the local air service 

momentum.”