Proposal under the Small Community Air 

Service Development Program For

Casper/Natrona County International 

Airport

Docket DOT-OST-2012-0069

Sponsor: Casper/Natrona County International Airport

DUNS Number: 092766013

Congressional District Code: WY 01

Contact: Mr. Glenn Januska

Airport Manager

Casper/Natrona County International Airport

8600 Airport Parkway

Casper, WY 82604

gjanuska@iflycasper.com

Due Date: June 11, 2012
1

APPENDIX C

SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM

DOCKET OST-2012-0069

SUMMARY INFORMATION

All applicants must submit this information with their proposal, along with a completed form SF424 on http://www.grants.gov

A. APPLICANT INFORMATION: (CHECK ALL THAT APPLY)

 Not a Consortium Interstate Consortium Intrastate Consortium

 Community now receives EAS subsidy

 Community previously received a Small Community Grant in 2002 in 

conjunction with Gillette, Wyoming

If previous recipient: Date of Grant: September 2002 Expiration date of grant: 2005

Federal Funds Requested: $500,000 to help lease an aircraft for Big Sky Airlines to provide 

service between Casper and Gillette to Billings.

B. PUBLIC/PRIVATE PARTNERSHIP 

Public: Private:

1. Casper/Natrona County Int’l Airport 1. Casper Area CVB

2. Natrona County 2. Casper Area Chamber of Commerce

3. City of Casper 3. Casper Star Tribune/Casper Journal

4. State of Wyoming 4. Casper Area Economic Development Alliance

5. Town of Edgerton 5. Allegiant Airlines

6. Town of Mills 6. United Airlines

7. Town of Bar Nunn 7. SkyWest Airlines

8. Town of Evansville 8. World Wide Travel

C. PROJECT PROPOSAL (Check All That Apply)

 X Marketing Upgrade Aircraft X New Route

 Travel Bank X Service Restoration ___ Subsidy

___ Surface Transport X Regional Service _ Revenue Guarantee

 _ Launch New Carrier _ _ Start Up Cost Offset First Service 

 X Study Secure Additional Carrier ___ Other

X

X
D. EXISTING LANDING AIDS AT LOCAL AIRPORT:

 X Full ILS X Outer/Middle Marker X Published Instrument Approach

 X Localizer Other (Specify) _ _

E. PROJECT COST:

Line Description Sub Total Total Amount

1. Federal Amount Requested: $100,000

2. State cash financial contribution $15,000

 Local Cash Financial Contribution: 

 3a. Airport cash funds: $15,000

 3b. Non-Airport cash funds: $10,000

3. Total local cash funds: $25,000

4. TOTAL CASH FUNDING

 $140,000

 In-Kind Contribution

 5a. Airport In-Kind contribution* $13,740

 5b. Other In-Kind contribution** $16,260

5. TOTAL IN-KIND CONTRIBUTION _$30,000

6. TOTAL PROJECT COST $170,000

F. IN-KIND CONTRIBUTIONS**

For funds in lines 5a (Airport In-Kind contribution) and 5b (Other In-Kind contribution) 

describe the source of funds for each.

Airport In-Kind - $6,240 for airport per turn ground handling equipment fees waived during 

first year and $7,500 for barter advertising.

Other In-Kind - $6,240 for barter advertising by Chamber of Commerce; $2,500 by the 

Casper Area Economic Development Alliance; and $7,520 by local TV, 

Radio, and Newspapers.

G. IS THIS APPLICATION SUBJECT TO REVIEW BY STATE UNDER EXECUTIVE 

ORDER PROCESS? Program is not covered by E.O. 12372.

H. IS THE APPLICANT DELINQUENT ON ANY FEDERAL DEBT? No
TABLE OF CONTENTS

Subject Page

Summary of Proposal 1

 New Grant Proposal 1

 Previous Grant 2

 Our Community Team 2

 Our Airport 2

 Our Plan is Consistent 2

Air Service Background 3

 The Casper/Natrona County International Airport (CPR) 3

 Air Service History 3

 Current Air Service 5

Casper Community Profile 5

 Economic Indicators 7

Passenger Market 7

 Local Market Demand 7

 Passenger Leakage 8

 Passenger Forecast 9

Action Plan 9

 Action Plan Elements 9

 Marketing Program 10

Market Research 10

 Media Selection 10

 Total Incentive Package 12

Performance Measurement and Schedule 12

 Performance Measurement 12

 Schedule 12

Community Support 13

Assurances 15

Support for Air Service Development Zone Designation 16

Letters of Support

 Letter from Allegiant Travel Company 17

Letter from Senator Barrasso and Senator Enzi 18

 Letter from Congresswoman Cynthia Lummis 19

Letter from Governor Matt Mead 20

Letter from WYDOT Aeronautics Division 22

 Letter from Natrona County Commission Chairman 23

 Letter from City of Casper 24

Letter from Town of Edgerton 25

Letter from Town of Midwest 26

 Letter from the Casper Area Economic Development Alliance 27

 Letter from the Casper Area Chamber of Commerce 28

Letter from Wyoming Office of Tourism 30

Letter from Casper Area Convention and Visitors Bureau 31

Letter from Atlantic Aviation 32
1

PROPOSAL OF CASPER/NATRONA COUNTY

INTERNATIONAL AIRPORT

Summary of Proposal

New Grant Proposal

Casper/Natrona County International Airport is seeking a grant under the Small Community Air 

Service Development Program to help fund a comprehensive marketing and advertising program 

to: (1) expand service in the Casper-Las Vegas market, (2) support new regional jet service in the 

Casper-Salt Lake City market, (3) support additional regional jet service in the Casper-Denver 

market; and (4) add service in the Casper-Phoenix market. 

Allegiant Airlines currently provides air service between Casper and Las Vegas for nine months 

of the year and will operate flights in the three month suspension period if the passenger demand 

can be increased to support the additional flights. The Delta Connection is upgrading its flights 

between Casper and Salt Lake City from 30 EMB-120 aircraft to 50 seat CRJ-200 aircraft. This 

is a 67% increase in seats and additional marketing and advertising needs to be undertaken to 

support this new service to generate passengers to fill the additional seats. United Express is 

adding a fifth daily flight to Denver with a 50 seat CRJ-200 aircraft, a 25% increase in seats. 

Again, additional marketing and advertising is needed to help generate more passengers for this 

new flight. A marketing and advertising campaign has been developed for the support of current 

air service and is presented in this proposal.

Members of the Airport Board of Trustees and Airport Management at Casper have had 

discussions with Allegiant Airlines regarding implementation of new seasonal service between 

Casper and Phoenix/Mesa Airport and have received a letter from Allegiant supporting our 

efforts to receive a grant to support their service. Allegiant Airlines does not require a “revenue 

guarantee” but does require a strong local marketing and advertising program. A marketing and 

advertising campaign will be developed for the support of this new air service.

The funding from the grant and the local funding will be directed into three projects: (1) 

Development of a Marketing Plan; (2) Advertising and public relations program to support the 

Allegiant Airlines current air service to Las Vegas, the new Delta Connection CRJ service to Salt 

Lake City, and the additional United Express flight to Denver; and (3) Advertising and public 

relations program to support the new Allegiant Airlines service to Phoenix/Mesa Airport.

The development of a Marketing Plan will include a catchment area analysis, point of sale 

analysis, market research, passenger forecast, marketing strategy for each market, advertising 

plan, promotional plan, public relations program, direct sales strategy, and email program. The 

data and information in the Marketing Plan will be the basis for the overall marketing and 

advertising program for the current and new air service.

To support this program, the sponsors of this grant are seeking $100,000 in Federal funds that 

will be matched with $40,000 in cash and $30,000 in-kind by the Airport and the community. 
2

This should be sufficient to retain the experts needed to develop and manage this program to 

improve passenger traffic for current and attract passengers for the new air service. If follow up 

funding to support additional marketing and advertising is needed, the funding will be provided 

by local sources.

Previous Grant

Casper/Natrona County International Airport received a grant under the Small Community Air 

Service Development program jointly with Gillette, Wyoming in 2002. The grant was $500,000 

and was intended to support new air service between Casper/Natrona County International 

Airport, Gillette Airport and Billings, Montana by providing funds to lease a B-1900 aircraft for 

Big Sky Airlines. The airline had a small connecting hub in Billings and it was thought that 

Casper and Gillette could be contributors to the Big Sky operations at Billings. Air service was 

started in 2003 but the passenger demand was minimal and the airline ceased this operation after 

a year in Casper and Gillette and returned the aircraft to the leasing company.

Our Community Team

Our community team includes: the Convention and Visitors Bureau, City of Casper, Town of 

Edgerton, Town of Mills, Town of Bar Nunn, Town of Midwest, Natrona County, Casper Area 

Chamber of Commerce, World Wide Travel, Casper Area Economic Development Alliance, and 

will be led by the Casper/Natrona County International Airport. This group has been able to 

develop incentive programs that have led to equipment and service upgrade as well as new 

nonstop jet service to Minneapolis, Chicago, and Las Vegas.

Our Airport

The Casper/Natrona County International Airport meets all FAA and TSA requirements for the 

type of service we are seeking. The Airport has the ticket counter and gate space to conveniently 

handle the current service of Allegiant, Delta Connection, United Express, as well as any new 

service.

Our Plan Is Consistent With DOT Priorities

This project to develop a marketing and advertising program to support current and new air 

service is consistent with the priorities established by the Secretary of Transportation. The new 

air service will not detract from the current air service and should help create a stronger 

awareness of the Casper/Natrona County International Airport. The Community and the Airport 

will work with the current airlines to provide lower fares by offering them an incentive package 

to advertise and be part of local sales promotions. 

The upgraded air service to Las Vegas and Salt Lake City and new air service to Phoenix/Mesa 

will benefit local businesses, educational institutions, vacation/pleasure travel, and the general 

public. With a 40% leakage of passengers to Denver, the improved and new air service will get 

the air traveler out to their car and back onto an airplane for trips from Casper/Natrona County 

International Airport.
3

Air Service Background

The Casper/Natrona County International Airport (CPR)

The Casper/Natrona County International Airport meets all FAA and TSA requirements for the 

type of service we are seeking. It is the primary commercial airport for jet airline service for 

approximately half of the State of Wyoming. It is estimated that the population of the total 

Airport catchment area is over 260,000. Casper/Natrona County International Airport has 

traditionally provided the best link to the National Transportation System for the residents of the 

many small, rural communities throughout the central part of Wyoming. The economies of the 

region continue to grow. Population is increasing, retail sales are up, and new companies are 

moving into the area and demand for airline service continues to be high. 

The Casper/Natrona County International Airport is a full service Airport. The passenger 

terminal has space to accommodate six airlines, and currently has three rental car companies and

other customer amenities. Convenient, reasonably-priced automobile parking is available onAirport. The Airport is seven miles northwest of downtown Casper and is owned and operated 

by Natrona County. The primary runway at the Airport is 10,165 feet long and 150 feet wide. 

Tenants and vendors at the Airport provide a full range of aviation services including fuel 

service, student instruction, charter flights, aircraft and engine repair, and aircraft storage.

Air Service History

The Airport passed from military control to ownership by Natrona County in 1949. The Airport 

is governed by a five member Board of Trustees that are each appointed for a five year term. 

The Airport has had scheduled air service since the early 1950’s. Prior to the Airline 

Deregulation Act of 1978, the Casper/Natrona County International Airport had frequent service 

by Western Airlines to Denver, Salt Lake City, Minneapolis, and through points in Montana to 

Calgary, Canada with B-737 aircraft. The peak year for enplaned passengers for CPR was 1979 

with 142,079.

In the 1990’s, service at the Airport was transferred from the mainline air carriers to the regional 

airline partners of Delta Air Lines and United Airlines. Flights were provided with commuter 

turbo prop aircraft. Northwest Air Link upgraded its service to Minneapolis in the summer of 

2006 with 50 seat regional jets. Allegiant Airlines started service to Las Vegas in the fall of 

2008 with MD-83 aircraft. The flights to Minneapolis were eliminated when Delta acquired 

Northwest in 2008. Flights declined but seats remained somewhat constant due to United 

Express replacing turbo prop aircraft with regional jet aircraft.

Both United Express and Delta Connection are adding seats in July. United Express is adding 

one more regional jet flight to Denver and the Delta Connection is upgrading from 30 seat EMB120 aircraft to 50 seat CRJ-200 aircraft to Salt Lake City. This will increase the daily seats from 

260 seats to 350 seats to the two hub airports. Allegiant will continue operating two trips per 

week to Las Vegas. Allegiant is increasing its seating on the MD-83 from 150 seats to 166 seats.
4

0

20,000

40,000

60,000

80,000

100,000

1995 1997 1999 2001 2003 2005 2007 2009 2011

Enplaned Passengers

HISTORICAL NONSTOP SERVICE AT CPR

Year Nonstop Markets Weekly Flights Weekly Seats

2000 DEN, SLC 83 2,487

2001 DEN, SLC 89 2,667

2002 DEN, SLC 68 2,180

2003 DEN, SLC 76 2,280

2004 DEN, SLC, MSP 77 2,590

2005 DEN, SLC, MSP 88 2,920

2006 DEN, SLC, MSP 69 2,210

2007 DEN, SLC, MSP 76 2,692

2008 DEN, SLC, MSP, ORD, LAS 77 3,102

2009 DEN, SLC, LAS 43 2,110

2010 DEN, SLC, LAS 42 2,300

2011 DEN, SLC, LAS 43 2,030

2012 DEN, SLC, LAS 50 2,700

Source: Official Airline Guide, summer issue

Since 1995, the Airport has experienced a growth in passengers. For the fifteen year period, the 

Airport saw enplaned passengers increase 42%. There was a drop in passengers in 2002 after 

the impact of 9/11, but growth thereafter. Passenger enplanements leveled off with the 

switchover to regional jet aircraft where the airline reduced flights but added larger aircraft. The 

market experienced growth in enplaned passengers with the addition of Allegiant Airlines 

service to Las Vegas. Allegiant reduced capacity in 2011 with a corresponding drop in 

passengers. With a strong increase in seats in 2012, the Airport should see passengers return to 

2010 levels.

CASPER/NATRONA COUNTY INTERNATIONAL AIRPORT PASSENGERS

Source: Casper/Natrona County International Airport Data
5

Current Air Service

As of July 2012, Casper/Natrona County International Airport had nonstop service to Denver, 

Las Vegas, and Salt Lake City. The service to Denver is provided by SkyWest Airlines 

operating as United Express. There are 34 nonstop flights per week with 50 seat CRJ-200 

aircraft. Allegiant Airlines operates two flights per week to Las Vegas with 150 seat MD-83 

aircraft. The service to Salt Lake City is provided by SkyWest Airlines operating at the Delta 

Connection. There are 14 flights per week with 50 seat CRJ-200 aircraft. 

CASPER AIR SERVICE – JULY 2012

Market Airline Depart Arrive Aircraft Frequency

CPR-DEN United Express 6:00 am 7:02 am CRJ Daily

United Express 9:33 am 10:35 am CRJ Daily

United Express 12:28 pm 1:30 pm CRJ Daily

United Express 5:09 pm 6:10 pm CRJ Daily

United Express 8:09 pm 9:10 pm CRJ x Saturday

DEN-CPR United Express 8:05 am 9:06 am CRJ Daily

United Express 11:01 am 12:02 pm CRJ Daily

United Express 3:42 pm 4:43 pm CRJ Daily

United Express 6:42 pm 7:43 pm CRJ x Saturday

United Express 8:00 pm 9:00 pm CRJ Saturday

United Express 9:59 pm 11:02 pm CRJ x Saturday

CPR-LAS Allegiant 10:32 am 11:20 am MD-83 Mo, Fr.

LAS-CPR Allegiant 7:05 am 9:50 am MD-83 Mo, Fr.

CPR-SLC Delta Connection 6:00 am 7:36 am CRJ Daily

Delta Connection 11:35 am 1:15 pm CRJ Sat & Sun

Delta Connection 12:55 pm 2:35 pm CRJ x Sat & Sun

SLC-CPR Delta Connection 9:45 am 11:12 am CRJ Sat & Sun

Delta Connection 11:00 am 12:40 pm CRJ x Sat & Sun

Delta Connection 9:55 pm 11:15 pm CRJ Daily

Source: Official Airline Guide, July 2012

Allegiant Airlines will suspend their service to Las Vegas from August 14th to November 8th and 

then start back up on November 9th. There will be seven flights in November and sixteen flights 

in December. The goal of Casper/Natrona County Airport is to keep the Allegiant Airlines for 

the entire year in 2013 and not lose service during the three month seasonal stoppage.

Casper Community Profile

The Casper/Natrona County community is a growing, diverse area that needs and depends upon 

airline service to connect its populace to the nation’s air transportation system and to assist 
6

others who serve and visit the area from throughout the United States and abroad. Casper is the 

number one market for the state of Wyoming. The Airport catchment area now covers almost 

half of the state’s residents.

The Casper/Natrona County area has a diverse group of employers, a low cost of living, and a 

relatively high median household income. The main industries are in retail/wholesale trade, 

services, natural resources, and medical. Oil and gas plays a prominent role in the community. 

In 2010 Casper was ranked as the highest rated family-friendly small city in the West and ranked 

eighth overall in the nation. The unemployment rate for the area was reported in April of 2012

as 4.9%, down from 7.1% in 2011.

NATRONA COUNTY HAS A DIVERSE ECONOMY

Sector % of Employment

Retail/wholesale Trade 19.7%

Government 14.5%

Services 14.3%

Health Care 12.7%

Hospitality/entertainment 10.9%

Mining 8.8%

Construction 7.7%

Finance/real estate 5.1%

Manufacturing 4.7%

Transportation 2.3%

Source: Casper Area Economic Development Alliance

The business market is strong and diverse in Natrona County. Community leaders will continue 

to support existing employers while attracting new businesses that will contribute to the 

economic well being of the area. 

MAJOR EMPLOYERS IN THE AREA

Casper College True Companies

City of Casper U.S. Postal Service

Hilltop National Bank Walmart

Mountain View Regional Hospital Westech/WOTCO

Natrona County Wyoming Behavioral Institute

Poplar Living Center Wyoming Machinery

Sheppard of the Valley Care Center Wyoming Medical Center

It should also be noted that Casper is the media and communications center for the state of 

Wyoming. There are nine television stations in Wyoming with five of them based in Casper (all 

of the networks plus PBS). There are eight radio stations based in Casper. The largest 

newspaper in the state is the Casper Star Tribune which has statewide distribution.
7

Economic Indicators

In 2011, the Casper/Natrona County International Airport total catchment area had a population 

of approximately 260,813 residents with 120,022 housing units. Total retail sales for the Airport

primary catchment area was approximately $51,632 per household. The effective buying income 

for the Airport primary market area was $49,900 per household. Approximately 40% of the area 

households have an annual buying income in excess of $50,000. Wyoming ranks 6th in per 

capita personal income and fourth in the nation for overall economic outlook. The economic 

indicators for the Airport market area are about the same as the average for the State of 

Wyoming.

Passenger Market for Casper

Local Market Demand

An analysis of passenger bookings was developed by Sabre Airline Solutions for the twelve 

months ending June 2010. The analysis came up with 203 outbound passenger bookings per day 

from the Casper/Natrona County International Airport primary catchment area. This equated to 

74,000 outbound passengers and total of 296,000 origin and destination passengers. There were 

529.8 passengers per day for the total catchment area. This equates to 773,000 total origin and 

destination passengers for the total catchment area.

TOP CPR DESTINATIONS FROM SABRE STUDY

 Annual Outbound

 Market PDEW Passengers 

 LAS* 82.8 30,222

 PHX 19.0 6,935

 DEN* 18.5 6,752

 MCO 16.0 5,840

 LAX 15.1 5,511

 IAH 13.8 5,037

 ATL 13.3 4,855

 SLC* 12.0 4,380

 SEA 11.5 4,198

 SAN 10.0 3,650

 DTW 9.5 3,468

 MCI 9.0 3,285

 DFW 8.9 3,249

 SFO 8.8 3,212

 DCA 8.1 2,956

* Current Markets Served

Source: Sabre MIDT data YE June 2010

Even though there are 12 airports in the total catchment area, the low fare service by Allegiant 

Airlines to Las Vegas from Casper/Natrona County International Airport has been responsible 

for capturing 65.5 outbound passengers per day, or 79% of the total passengers from the primary 
8

and secondary catchment areas. On the other hand, the high fare service of United Airlines to 

Denver only captured 23% share of the total market. This indicates a leakage rate of 77%.

CHOICE OF AIRPORT FOR CPR AREA PASSENGERS

The Sabre Study presented the passenger bookings from the Global Distribution System for the 

total Casper/Natrona County International Airport total catchment area for a twelve-month 

period. Approximately 239 passengers per day originated at Casper/Natrona County 

International Airport and approximately 290 passengers per day went to other airports to 

originate their trips. Overall, Casper was able to retain 45% of the total passenger from its total 

catchment area.

Passenger Leakage

In the primary catchment area, Casper/Natrona County International Airport captured 65% of the 

passenger bookings with 31% going to Denver International Airport and 4% using other airports 

in the region. This is an increase from 57.6% since the introduction of Allegiant Airlines service 

to Las Vegas. For the total catchment area, CPR captured 45% with 25% using DEN and 30% 

using other airports in the region. This is an increase from 36% since the introduction of 

Allegiant Airlines service.

Nonstop service tends to retain almost all of the passengers in the primary catchment area. The 

service to Las Vegas retained 93% of the primary CPR market, service to Denver retained 91% 

of the primary CPR market, and service to Salt Lake City retained 93% of the CPR market. In 

the primary market, only 74% of the passengers going to Phoenix used CPR and in the total 

catchment area, only 48% of the passengers going to Phoenix used CPR. These capture rates 

will be much higher if there was nonstop air service.

CPR

45.2%

DEN

24.7%

GCC

10.0%

RIW

9.6%

SHR

2.9%

RAP

2.6%

WRL

1.6%

JAC

1.6%

COD

0.9%

RKS

0.6% LAR

0.2% CYS

BFF0.2%

0.1%
9

Passenger Forecast

Prior to the introduction of nonstop service to Las Vegas by Allegiant Airlines, the Casper-Las 

Vegas market was approximately 5,700 origin and destination passengers per year. The first full 

year of nonstop service by Allegiant Airlines, the market produced 23,290 passengers and in the 

second full year, the market produced 29,966 passengers. The air service by Allegiant Airlines 

to Las Vegas provides an excellent example of what low fares will do for the Casper market. In 

2007, prior to the entry of Allegiant Airlines, the average one way fare between Casper and Las 

Vegas was $207.11. In 2009, after the entry of Allegiant Airlines, the average one way fare 

between Casper and Las Vegas was lowered to $79.78, a reduction of 61.5%. The stimulation for 

the new air service in the Casper-Las Vegas route was 406%. Since 2000, the Casper-Phoenix 

market has averaged over 5,000 origin and destination passengers per year, very similar to Las 

Vegas.

Listed below is the passenger forecast for the Casper-Phoenix/Mesa market for service by 

Allegiant Airlines. The base data is passenger booking data developed by Sabre. Market 

stimulation and capture rate are based on Allegiant Airlines experience in the CPR-LAS market. 

The passengers for the primary market are large enough to support two trips per week for six 

months of the year. The passengers in the total market are large enough for flights all year.

PASSENGER FORECAST FOR ALLEGIANT AIRLINES

SERVICE TO PHOENIX/MESA

Primary Secondary Total

Market Market Market 

Initiated Passengers/Day 4.1 5.0 9.1

Leaked Passengers/Day 1.5 8.5 10.0

Total CPR-PHX Passengers/Day 5.6 13.5 19.1 

Annual Passengers 4,090 9,850 13,940

Stimulation 406% 406%

Total Passengers 16,600 39,990 56,590

Capture Rate 92.7% 47.7%

Allegiant Passengers 15,390 19,070 34,460

 

Action Plan

Action Plan Elements

The goal of the Action Plan is to address issues associated with the proposed air service that are 

critical to the long-term success of that service. In this regard, this action plan will focus on 

marketing for Casper/Natrona County International Airport in two areas: (1) funding for 

marketing, advertising and promotion for the existing air service; (2) funding for marketing, 

advertising and promotion for new air service.
10

Marketing Program

Government review of the previous grants under the Small Community Air Service Development 

Program has shown that the successful projects had strong marketing and advertising programs

developed by the sponsors and the airlines. Casper/Natrona County International Airport has 

created very successful marketing, advertising, and promotion programs for the introduction of 

new air service: Northwest Airlines to Minneapolis and Allegiant Airlines to Las Vegas. 

The target market for Casper air service is a combination of local business, leisure travel, and 

visiting friends and relatives in the Casper market area. The marketing in the local area will 

include advertising, promotions, and public relations in the twelve county region served by CPR. 

These mediums will be combined in a campaign to promote the existing air service to Las Vegas, 

Salt Lake City, and Denver, as well as the new air service to Phoenix/Mesa.

The strong marketing and advertising program instituted by the community in the Casper market 

will allow the airlines to concentrate their marketing and advertising funds in their hub markets. 

The most effective way to contact the new customer is by targeting: (1) the traveler; (2) the

travel agent; (3) the corporate travel coordinator; (4) the business associations; and (5) social 

media. All of these targets can be approached utilizing the same advertising media – television, 

radio, newspaper, magazine, direct mail, email, internet, and billboards.

Market Research

In the past, the Casper/Natrona County International Airport has utilized market research to 

determine the location of the potential passengers and the destinations of these travelers. The 

best tool for this is the Passenger Booking data by zip code developed by Sabre Airline 

Solutions. This data was formulated into a “Catchment Area Analysis and Leakage Study” 

giving the Airport detailed booking data for the total catchment area. Studies were developed in 

2008 and 2010 and gave Casper/Natrona County International Airport excellent data to track 

passenger bookings and evaluate the performance of its marketing and advertising.

Once the “Catchment Area Analysis and Leakage Study” is completed, then the Airport will hire 

a marketing consultant to develop a detailed marketing, advertising, and media plan. This Plan 

will determine the overall promotional strategy for the Airport. Based on previous advertising 

by the Airport, the following section sets forth a sample media plan for the two programs.

The market research will be divided into two programs, (1) Catchment Area Analysis and 

Leakage Study and (2) Marketing, Advertising and Media Plan. It is estimated that these two 

programs will cost approximately $35,000.

Media Selection

It has been found that the market in the Casper/Natrona County International Airport catchment

area can best be reached by using television, newspaper, radio, billboards, direct mail, online 

advertising via the internet, and social media. Listed below are the recommended media.
11

SELECTED MEDIA FOR AIR SERVICE

Media Type Media Selected Location

Television KTWO – ABC Casper

KCWY – NBC Casper

KGWC – CBS Casper

Newspaper Casper Star Tribune Casper

Casper Journal Casper

Wyoming Business Report Statewide

Radio KWYY-FM Country Casper

KRNK-FM Rock Casper

KQLT-FM Country Casper

KZQL-FM Hits Casper

KTWO-AM Talk Casper

KVOC-AM Talk Casper

KKTL-AM Sports Casper

As can be seen, Casper is the media capital for central Wyoming. The media based in Casper 

will give the advertiser reach throughout the entire state. The media plan goes heavy on 

electronic media with a good budget for public relations and social media. 

This project is based on two programs, one to support existing air service and one to support new 

air service. The market research will be utilized for both programs and the advertising will be 

split into two campaigns. The first campaign will support the existing air service to Denver, Las 

Vegas, and Salt Lake City. 

Based on previous ad campaigns developed by Casper/Natrona County International Airport, the 

following estimate is developed for the advertising program. The advertising program is 

estimated to be approximately $105,000 in cash expense and $23,760 in-kind expense.

ESTIMATED ADVERTISING EXPENDITURES 

 Cash In Kind Total

Advertising

Television $ 30,000 $ 7,500 $ 37,500

Newspaper $ 30,000 $ 2,520 $ 32,520

Radio $ 10,000 $ 2,500 $ 12,500

Outdoor (Billboards) $ 5,000 $ 2,500 $ 7,500

Production $ 10,000 $ 10,000

Internet $ 10,000 $ 10,000

Public Relations $ 10,000 $ 8,740 $ 18,740

Total $105,000 $ 23,760 $128,760
12

Total Incentive Package

Combining the Small Community Air Service Development Program grant and local 

participation, the Casper/Natrona County International Airport will be able to offer a very 

complete package to support existing and new service. The combined incentive package will 

create an extremely strong marketing component and a strong public/private partnership. 

The total package will be $170,000. Total Federal participation requested is $100,000 with the 

community providing $40,000 in cash and $30,000 of in-kind. The in-kind will include $6,240

of waived fees and $23,760 of barter advertising. The sponsors will contribute 28.6% of the total 

cash and 41.2% of the total project.

SUMMARY OF INCENTIVE PACKAGE FOR AIR SERVICE

 Federal Local Total

Market Research $ 35,000 $ 0 $ 35,000

Advertising and Public Relations $ 65,000 $63,760 $128,760

Airport Fees $ 0 $ 6,240 $ 6,240

Total $100,000 $70,000 $170,000

Performance Measurement and Schedule

Performance Measurement

The incentive package as outlined in this application focuses on the Casper market area. The 

marketing, advertising, and promotional program presented herein should develop good 

awareness for new airline service. Passenger response can be measured by the reservations 

volume at the airline and by the passengers enplaned and deplaned at the Casper/Natrona County 

International Airport.

The performance of the proposed air service will be tracked on a monthly and quarterly basis. 

This tracking will measure the number of passengers using the new air service and monitor the 

airline revenue and related incentive requirements.

 Monthly - The airline will provide flight segments flown and enplaned passengers. This 

data will be compared to the forecast projections to measure the performance 

of the program.

 Quarterly - The Sponsor will aggregate the year-to-date flight data and passenger 

statistics and will submit timely reports to the Department of Transportation.

Schedule

The Casper/Natrona County International Airport will start the marketing research part of the 

program immediately after the grant agreement is signed with the DOT. It is estimated that the 

market research part of the program will be completed within ninety days. At this point in time 
13

the first advertising campaign for the existing air service can be started. The advertising program 

for the new air service to Phoenix/Mesa Airport will commence sixty days prior to the start of air 

service. The Casper/Natrona County International Airport commits to the completion of the 

grant, if awarded, within twenty-four months of acceptance and will diligently pursue an earlier 

closeout.

Community Support

The combination of small community living and the western can-do attitude has translated into a 

community ready, willing, and able to support the objectives of this application. One just needs 

to look at recent history to see how the community, the state, businesses, residents, and 

organizations have come together to support air service. Initiation, expansion, or development of 

air service cannot begin with an air carrier, and no initiation, expansion, or development would 

be successful without active community development. These collaborations (formal 

partnerships) in the past few years have included:

 Initiation of Northwest RJ Service to MSP – Airport (cash and discounted fees), 

WYDOT (cash), Northwest Airlines (look and feel of campaign), TV, Radio, and 

Newspapers (discounted media), Casper Area Economic Development Alliance (travel 

bank).

 Upgrade of United EMB-120 Equipment to Dash-8s – Airport (cash), WYDOT 

Aeronautics (cash), United Airlines (look and feel of campaign), TV, Radio, and 

Newspapers (discounted media).

 Creation of an Oxygen Concentrator Program - Airport (cash) and WYDOT 

Aeronautics (cash).

 Upgrade of United Dash-8 Equipment to CRJs – Airport (cash), WYDOT 

Aeronautics (cash), and United (look and feel and production).

 Upgrade of Delta EMB-120 Equipment to CRJs – Airport (cash), WYDOT 

Aeronautics (cash), and Newspapers (discounted media).

 Initiation of Allegiant Air flights to Las Vegas – Airport (cash), WYDOT Aeronautics

(cash), TV, Radio, and Newspapers (discounted media), press releases, media stories, 

live remote, coverage onboard 1st flight, talk radio, and Good Morning Wyoming as 

well as Wyoming Cavalry Allegiant Air dasherboard, I Fly Casper Night, and Casper 

Ghosts Outfield wall advertisement.

 Purchase of Ground Support Equipment for Allegiant Air Service (and others) –

Casper Area Economic Development Alliance (cash).

 Initiation of United CRJ summer service to Chicago O’Hare Airport – Airport

(marketing/advertising cash), WYDOT Aeronautics (cash), Natrona County (cash), 

City of Casper (cash), Convention and Visitors Bureau (cash), Casper Area Economic 
14

Development Alliance (cash), TV, Radio, and Newspapers (discounted media), 

Wyoming Cavalry United dasherboard and I Fly Casper Night.

 Upgrade of SkyWest EMB-120 Equipment to CRJs – Airport (cash) and WYDOT 

Aeronautics (cash), SkyWest marketing personnel (production, campaign look and 

feel), local media person to coordinate media buys, I Fly Casper night with the 

Wyoming Cavalry and promotional Casper/Natrona County International 

Airport/Delta/SkyWest T-shirt giveaway.

While this reflects more “formal” relationships, it does not include a great deal of other activities 

and events: Chamber Business After Hours at the Airport, e-mail blasts, tons of media coverage, 

chamber surveys, newsletter articles, etc.

The community has formed an air service advisory committee that meets quarterly. Members 

include representatives of the: Airport, Convention and Visitors Bureau, City of Casper, Town of 

Edgerton, Town of Mills, Town of Bar Nunn, Town of Midwest, Natrona County, Casper Area 

Chamber of Commerce, World Wide Travel, and Casper Area Economic Development Alliance. 

This group would work toward the implementation of the program and would work with United, 

SkyWest/Delta, and Allegiant closely. And this would only be the start. By working together 

we all would be able to identify many other ways to support this service.
15

Assurances

The Casper/Natrona County International Airport (hereinafter referred to as “Sponsor”) hereby 

provides the U.S. Department of Transportation with the following assurances:

 The Sponsor will comply with all of the applicable Federal laws, regulations, executive

orders, policies, guidelines, and requirements as they relate to the application, acceptance, 

and use of the Federal funds for this project.

 The Sponsor has the legal authority to apply for the Small Community Air Service 

Development Program grant, and to finance and carry out the proposed project; that a 

resolution, motion, or similar action has been duly adopted or passed as an official act of the 

applicant’s governing body authorizing the filing of the application, including all 

understanding and assurances contained herein, and directing and authorizing the person 

identified as the official representative of the applicant to act in connection with the 

application and to provide such additional information as may be required.

 The Sponsor has access to the funds available for that portion of the project which are not to 

be paid by the United States government. The Sponsor has sufficient funds to assure 

operating and maintenance of items funded under the grant agreement, which it will own or 

control.

 The Sponsor shall keep all project accounts and records which fully disclose the amount and 

disposition by the recipient of the proceeds of the grant, the total cost of the project in 

connection with which the grant is given or used, and the amount or nature of that portion of 

the cost of the project supplied by other sources, and such other financial records pertinent to 

the project. The accounts and records shall be kept in accordance with an accounting system 

that will facilitate an effective audit in accordance with the Single Audit Act of 1984.

 The Sponsor shall make available for the purpose of audit and examination, any books, 

documents, papers, and records of the recipient that are pertinent to the grant.

 The Sponsor will execute the project in accordance with the approved program narrative 

contained in the project application or with the modifications similarly approved.

 The Sponsor will furnish such periodic reports as required pertaining to the project and 

activities.
16

Support for Air Service Development Zone Designation

The Casper/Natrona County International Airport was initially developed as an Army Air Base 

during World War II. It consisted of 2,902 acres and saw its first aircraft operation on August 15, 

1942, nearly 70 years ago. Today the Airport consists of 5,150 acres of land and has a number of 

the original buildings and structures remaining. All current buildings, both WWII and buildings 

built since that time are fully occupied. The Airport has numerous strengths when it comes to 

attracting business to the airport including:

 A 10,150’ primary runway and 8,679’ crosswind runway;

 5,150 acres of land;

 WWII buildings and infrastructure;

 FTZ 157;

 U.S. Customs and Border Protection Operation (designated port of entry);

 FedEx Air Freight Operation;

 Con-way Freight (ground) operation;

 Adjacent Casper Logistics Hub (rail offload facility);

 Current availability of a 9,000 square foot communications/data building;

 New Fuel Farm (a 360% increase in capacity from the previous); and

 Immediate access to Highway 20/26 and access to I-25 6.7 miles away.

The Airport has undertaken initiatives to develop the business/industrial portion of the Airport’s

business and industrial portion including:

 Update of an Industrial Park Development Plan;

 Reconstruction and extension of Commerce Drive (Industrial Road Entrance);

 Expansion of FTZ 157; and

 Installation of a Fiber Optic Loop and DSL Service (currently underway).

Despite these strengths, recent initiatives, and development opportunity, the Airport has some

challenges when developing this land:

 Land lease vs. land sale; and

 Land Restrictions (historic designation of buildings and land area; grant assurances; transfer 

clause, etc.).

The Airport is currently undertaking, with the FAA and WYDOT Aeronautics assistance, an 

update to the Airport’s land use plan. What the Airport would hope to gain with the air service 

development zone designation would be:

 Assistance/Guidance on increasing the activity in the FTZ which has largely been dormant;

 Assistance/Guidance on identifying aeronautical and non-aeronautical businesses who would 

be a good fit with the Airport (targeted industry analysis);

 Assistance in identifying any governmental agencies (federal and state) who could serve as

resources on an ongoing basis to assist the Airport in the land development; and

 Assistance/Guidance on balancing the historic designation against business/industrial park 

development.
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32