Proposal Under the Small Community

Air Service Development Program

Docket: DOT DOT-OST-2011-0119

Sponsoring Entity: Outagamie County Regional Airport

Dun & Bradstreet Number: 11-862-0140

2-digit Congressional District Code: 08

August 2, 2011
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Table of Contents

Executive Summary __________________________________ 1

Air Service Overview__________________________________ 2

Summary of Current Service _______________________________________2

Recent Air Service Losses_________________________________________4

United ATW-DEN ______________________________________________________ 6

Frontier ATW-MKE_____________________________________________________ 6

Potential Impact on Fares _______________________________________________ 7

Efforts to Improve Air Service ______________________________________9

Air Service Development Studies / Meetings _______________________________ 9

History of Cost Control and Innovation___________________________________ 11

FBO ________________________________________________________________ 14

Previous 2009 Grant _________________________________ 14

Strategic Plan ______________________________________ 16

Goals _________________________________________________________16

Target Carrier Support ___________________________________________16

Market Analysis Study ___________________________________________16

Historical Traffic and Fares_____________________________________________ 18

Assumed Schedule ___________________________________________________ 18

Forecast ____________________________________________________________ 19

Funding Overview_______________________________________________19

Use of Funds / Timeline __________________________________________21

Revenue Guarantee ___________________________________________________ 21

Airport Fee Waivers / In-kind ___________________________________________ 21

Marketing ___________________________________________________________ 21

Public/Private Partnership ________________________________________22

Funding Assurances ____________________________________________22

Milestones and Monitoring _______________________________________22

Sustainability___________________________________________________23

Alternate Plan __________________________________________________23

Measure of Success _____________________________________________24

Conclusion ________________________________________ 25
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Appendix A: Required Summary Information ______________ 26

Appendix B: Additional Required Materials________________ 30

Top O&D Markets Passengers, Fares, Capacity ______________________30

Passenger and Schedule History by Carrier and Destination ___________30

Top Markets and Fares___________________________________________31

Appendix B: Community Overview ______________________ 32

Top Local Companies____________________________________________33

Appendix C: Letters of Support _________________________ 37
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 1

With Frontier Airlines pulling 

out of ATW in September 

2011, the community faces a 

25% year-over-year drop in 

capacity and the prospect of 

increased fares and leakage.

Executive Summary

Outagamie Country Regional Airport (“ATW”) near 

Appleton, WI is the principal airport for the Fox Cities region 

(eight cities including Appleton, Oshkosh and Neenah) of 

Northeast Wisconsin. The region is home to several major 

companies including Kimberly Clark, Oshkosh Corporation 

and Bemis Company.

Until recently, ATW has enjoyed daily service to six network 

hubs, connecting the community to the world. However, in the last twelve months, ATW has lost United 

Airlines service to Denver (last flown in December 2010), as well as the recently-announced cancellation 

of Milwaukee service on Frontier (last flight to operate in September 2011). Both services were well 

supported by the community and have been lost due to the impact of the economic downturn. Combined, 

these two cancellations will reduce capacity by 25% year-over-year (October 2011 vs. October 2010 –

see Exhibit 5). Further, Frontier Airlines was the only low cost carrier offering connecting service from 

ATW; their pullout creates the prospect of increased fares and leakage.

To prevent increases in fares and leakage, ATW needs to increase capacity and competition at the 

airport. The airport, along with community leaders are committed to this objective, pledging more than 

''''''''''' '''''''''''''''' dollars in cash and in-kind contributions including '''''''''''''''''' cash from the community.

ATW, through work with Seabury APG consulting has identified service to ''''''''''''''''''''''''' ''''''''''''''''' ''''''' (“'''''''''''”, 

“Target Service”) on ''''''''''''''''''''''' '''''''''''''''' (“Target Carrier”) as the prime candidate to address the needs of 

the community. ATW is applying for a Small Community Air Service Development Grant (“SCASDP”) to 

help fund a revenue guarantee to offset the spool-up costs and new market risk. Key benefits:

• Backfill lost capacity, reduce loss of enplanements and prevent increases in leakage

• Maintain pressure on fares through increased competition

Long-term success will be achieved through:

• Leveraging airport’s experience in timely and successful implementation of 2009 SCASDP grant

• Revenue guarantee to secure initial service

• Robust marketing plan and fee waivers to support new service

• Support of more than ''''''''''' ''''''''''''''''' including '''''''''''''''''' of cash from the community

• Comprehensive route analysis forecasts indicates long-term profitability

• Secondary option of securing non-stop service to another carrier hub
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 2

Air Service Overview

Summary of Current Service

ATW has service to eight cities including flights into six airline hubs with connections to destinations 

around the world (see Exhibit 1: ATW Route Map – August 2011).

Exhibit 1: ATW Route Map – August 2011

Allegiant’s service to Orlando-Sanford, as well as Delta’s service to its Memphis hub are operated on a 

seasonal basis. Delta’s Memphis service was new for summer 2011, as of yet it is unknown if it will return 

in 2012. Frontier Airlines has announced they are withdrawing from ATW effective September 2011 (see 

Exhibit 2: Current Air Service Details – August 2011 Schedule)
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 3

Exhibit 2: Current Air Service Details – August 2011 Schedule

Airline Destination Equipment Type Flights /

Week

Seats /

Week

Delta Atlanta, GA Regional Jet 7 462 

Delta Detroit, MI Regional Jet 33 1,650 

Delta Memphis, TN Regional Jet 7 350 

Delta Minneapolis/St. Paul, MN Regional Jet 33 1,746 

Frontier Milwaukee, WI Regional Jet 19 703 

Allegiant Las Vegas, NV Narrow-body Jet 2 300 

Allegiant Orlando-Sanford, FL Narrow-body Jet 2 300 

United Chicago-O'Hare, IL Regional Jet 39 1,950 

Source: Diio Mi Internet-Based Aviation Portal

Even with the impact of Frontier Airlines on pricing, ATW remains at a significant disadvantage to 

Milwaukee (“MKE”) and in general higher than Green Bay (“GRB”) (see Exhibit 3: Current Fares ATW, 

GRB, and MKE to ATW’s Top Ten Destinations).

Exhibit 3: Current Fares ATW, GRB, and MKE to ATW’s Top Ten Destinations

ATW Higher /

(Lower) Than

Destination ATW MKE GRB MKE GRB

Atlanta, GA $349 $212 $286 65% 22%

Denver, CO $340 $281 $321 21% 6%

Detroit, MI $449 $400 $457 12% (2%)

Los Angeles, CA $313 $267 $330 17% (5%)

New York-La Guardia, NY $279 $204 $257 36% 9%

Orlando, FL $274 $337 $302 (19%) (9%)

Minneapolis/St. Paul, MN $469 $204 $445 129% 5%

Phoenix, AZ $304 $246 $281 24% 8%

San Francisco, CA $358 $229 $278 56% 29%

Average of Top 10 $348 $265 $329 32% 6%

Source: Expedia fare quotes pulled July 21, 2011 for travel outbound on August 25, 2009 and return August 31, 2009; max 1 stop

Seasonal

Seasonal

Service ends in 

September 2011
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 4

Historical fares to ATW’s top O&Ds from ATW and peer markets (see Exhibit 4: 2010 Historical Fares 

ATW, GRB, and MKE to ATW’s Top Ten Destinations) reveals a similar disparity between ATW and MKE, 

driving significant passenger leakage.

Exhibit 4: 2010 Historical Fares ATW, GRB, and MKE to ATW’s Top Ten Destinations

Source: DOT DB1B data via Diio Mi Internet-Based Aviation Data Portal

Recent Air Service Losses

Until recently, ATW has enjoyed daily service to six network hubs, connecting the community to the world. 

However, in the last twelve months, ATW has lost United Airlines service to Denver (“DEN”), last flown in 

December 2010; as well as the recently-announced cancellation of MKE service on Frontier, last flight to 

operate in September 2011. Combined, these two cancellations will reduce capacity by 25% year-overyear (October 2011 vs. October 2010 – see Exhibit 5: ATW Weekly Seats Year-over-Year, by Carrier).

As of this fall, ATW will be left with daily service to its four remaining hubs – Atlanta, Chicago, Detroit, and 

Minneapolis – supplemented by less-than-daily leisure flights to Las Vegas on Allegiant. This leaves a 

notable hole in the ATW route map, with flights to only one hub to the west of ATW (MSP, served by 

Delta).

$134

$205

$103

$133

$102

$130

$109

$87

$115

$225

$141

$183

$161

$142 $148

$133

$191

$176

$261

$163

$187

$173

$139 $157 $154

$201

$175

+131%

+53%

+44% +19% +36%

+40%

+58%

+27%

+28%

MSP 

19.1

DEN 

18.3

PHX 

15.7

LGA 

13.9

DTW 

13.2

LAX 

14.6

MCO 

15.0

SFO 

14.7

ATL 

29.1

MKE GRB ATW

Destination

ATW PDEW
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 5

Exhibit 5: ATW Weekly Seats Year-over-Year, by Carrier

Source: DOT DB1B O&D Data via Diio Mi Internet-Based Aviation Data Portal

The capacity loss at ATW is the second-largest in the region, with only Wausau – Central Wisconsin 

airport (CWA) losing a greater percentage of its capacity (see Exhibit 6: Weekly Seats Year-over-Year –

ATW and Peer Airports).

Exhibit 6: Weekly Seats Year-over-Year – ATW and Peer Airports

Source: Diio Mi Internet-Based Aviation Data Portal

-12%

-100%

Total

-25%

7,216

United 1,866

-25% 5,428

300

300 Allegiant

2,488

Frontier 0

716

Delta 3,262

3,712

Oct-10 Oct-11

705

498

775

1,223

-5%

1,398

ATW

17,396

CWA

GRB

2,522 +3%

-25%

2,606

-13%

1,031

16,494

-29%

MSN

MKE

Oct-10 Oct-11
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 6

United ATW-DEN

United launched ATW-DEN during the onset of the recession in March 2009 and just as fuel prices were 

starting to climb again. The community showed stong support for the market from the onset with load 

factors of 85% in the inial month and averaging 80% over the life of the flight (see Exhibit 7: United ATWDEN Load Factor). Unfortuantely the combination of climbing fuel expense and recession dampened 

pricing kept the market from reaching profit forecasts and was discontinued in December 2010.

Exhibit 7: United ATW-DEN Load Factor

Source: T 100 data via Diio Mi Internet-Based Aviation Data Portal

Frontier ATW-MKE

ATW was the original headquarters for Midwest Express which was later merged into Frontier Airlines. 

The community had long supported the ‘hometown carrier’ and is very disappointed to see them go. 

ATW had three flights per day on the ERJ-135. Unfortunately with recent changes in Frontier Airlines’ 

strategy, the ERJ-135 is largely being pulled out of service from MKE, with daily flights on the aircraft 

dropping 81% year-over-year in October 2011 down to just 11 flights per day (see Exhibit 8: Frontier (and 

Midwest) E135 MKE Departures per Day).

80%

76%

85% 86% 87% 88% 85%

72%

80% 79%

75% 72% 72%

78%

82% 84%

89%

84% 85%

76%

85% 83%

Apr May Jun Jul Aug Sep Oct Nov Dec Jan

2010

Mar Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 7

Exhibit 8: Frontier (and Midwest) E135 MKE Departures per Day

Source: Diio Mi Internet-Based Aviation Data Portal

Potential Impact on Fares

ATW air fares are already higher than the national average air fares for all communities. Year-ending 

4Q10, ATW’s average domestic fare was $176, well above the national average of $157, and much 

higher than the average domestic fare for MKE, at $122.

With the loss of Frontier, capacity to most O&Ds will be served only by Delta and United who will have 

60% and 34% of the market respectively (see Exhibit 9: Year-over-year ATW Seat Share by Carrier). 

Allegiant will account for 6% of capacity with point-to-point less than daily service to Las Vegas and 

seasonally to Orlando.

11

15

41

Jan Oct

2011

40

Sep

56

-81%

51

41

51

Apr

41

38

55

46

May

44

51

Mar Dec Jun

55

Jan Feb Feb Jul

2010

55 55

Mar

55

41

Nov

55

Oct Aug

55

50

Apr May Jun Jul Aug Sep
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 8

Exhibit 9: Year-over-year ATW Seat Share by Carrier

Source: Diio Mi Internet-Based Aviation Data Portal

The loss of Frontier as the only low cost carrier with connecting service could have a significant impact on 

average fares out of ATW. Currently, O&Ds with connecting service on Frontier have a significantly lower 

average fare (as represented by the yeild curve in Exhibit 10: Yield Curve from ATW – markets served 

exclusively by Legacy Carriers vs. markets with Frontier competition over MKE) than do markets where 

Froniter does not offer service. 

Exhibit 10: Yield Curve from ATW – markets served exclusively by Legacy Carriers vs. markets 

with Frontier competition over MKE

Source: DOT DB1B data via Diio Mi Internet-Based Aviation Data Portal

ATW Seat Share Oct 2010 ATW Seat Share Oct 2011

4%

10%

Delta

Frontier

Allegiant

34%

United

51%

34%

6%

United

Allegiant

Delta 60%

100¢

90¢

200 250

80¢

70¢

60¢

50¢

40¢

30¢

20¢

10¢

0¢

300 350 400 450 500 550 600 650 700 750 800 850 900 950 1,000

Yield to Markets with F9 service via MKE

Yield to markets served only by Legacy Carriers
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 9

Passengers in the Appleton catchment have responded very positively to Frontier’s low-fare service to 

MKE. To demonstrate this, compare two similar markets: Dallas and Houston. Both cities are 

approximately 1,000 miles from ATW, both are in the same part of the country, both are in the same order 

of magnitude of population, both with a healhty mix of business and leisure traffic. The air travel markets 

should be very similar, but statistics tell a markedly different story (see Exhibit 11: ATW to DFW vs. IAH 

Market Statistics). The ATW-DFW market has 18% lower yeilds as a result of Frontier one-stop service 

and DFW has lower leakage than does IAH, where people have higher incentive to drive to MKE for low 

fares.

Exhibit 11: ATW to DFW vs. IAH Market Statistics

ATW

DFW

ATW

IAH

DFW vs.

IAH

Stage 910 1,056 (14%)

2010 PDEW 12.4 5.3 134%

2010 OD Fare $186 $265 (30%)

2010 Yield 20.4¢ 25.1¢ (18%)

Source: DOT DB1B data via Diio Mi Internet-Based Aviation Data Portal

Efforts to Improve Air Service

Air Service Development Studies / Meetings

ATW began active air service development in 2008. Key activities over the past five years include:

• Fall 2008: Engaged Seabury APG for air service development consulting including leakage study

• Fall 2008: Formed Community Travel Task Force

• September 2008: Met with United Airlines in Chicago

o Secured ATW-Denver service, launched March 2009

• February 2009: Met with ''''''''''''''''''''''' '''''''''''''''' '' '''''''''''''''''''''''' '''''''''''''' in ''''''''''''''''

• March 2009: Attended Network conference

• April 2009: Met with '''''''''''''''''''' ''''''''''''''''' in ATW

• May 2009: Met with Delta Air Lines in Atlanta
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 10

o Secured upgauge of all but one flight from turboprop to regional jet

o Secured flight timing changes requested by the community

• August 28, 2009: filed successful application for $150,000 SCASDP grant to support marketing 

efforts in the face of AirTran growth and Southwest launching at MKE

• Fall 2009: hosted multiple airlines for visits to ATW 

• October 2009: met with '''''''''''''''''''''''' '''''''''''''''' in '''''''''''''''''''

• February 2010: met with ''''''''''''''''' ''''''''''''''''' in '''''''''''''''''

• February 2010: attended Allegiant conference

• March 2010: attended Network conference

• May 2010: Met with ''''''''''''' ''''''' '''''''''''''' in '''''''''''''''''''

• June 2010: hosted a community Air Service Summit with top community leaders

• Fall 2010: hosted multiple airlines for visits to ATW

• December 2010: met with '''''''''''''''' '''''''''''''''' in ''''''''''''''''''

• February 2011: Met with '''''''''''''''''''''' ''''''''''''''''''' '' '''''''''''''''''''''' ''''''''''''' in ''''''''''''''''

• March 2011: attended Network conference 

• May 2011: attended Allegiant conference

• June 2011: attended JumpStart conference

Since 2008, ATW has met and maintained contact with virtually every legacy and low-cost carrier in the 

United States (including the Target Carrier). Measured by share of July 2011 domestic ASMs, the 

carriers ATW has met with represent 92% of domestic ASMs (See Exhibit 12: July 2011 Domestic 

Schedule – ASM Share by Carrier (Top 10)). Of course, ATW is open to meeting with the carriers who 

are not on this list, however, ATW would likely not be a fit in those carriers’ business models.
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 11

ATW remains the lowest 

landing fee airport in the 

State of Wisconsin

-Wisconsin State Journal

Exhibit 12: July 2011 Domestic Schedule – ASM Share by Carrier (Top 10)

Rank Carrier Weekly

Flights

Weekly

Seats (000)

Weekly

ASM (mil)

ATW

Contact?

Domestic 

ASM

Share

1 DL 38,480 3,690 2,922 X 20%

2 WN 23,508 3,202 2,166 X 15%

3 AA 21,398 2,190 2,074 X 15%

4 UA 22,210 1,810 1,695 X 12%

5 US 21,659 1,939 1,381 X 10%

6 CO 13,895 1,209 1,235 X 9%

7 B6 4,434 584 675 X 5%

8 AS 5,193 595 554 4%

9 FL 5,302 638 510 X 4%

10 F9 3,585 381 310 X 2%

14 G4 1,018 153 138 X 1%

Source: Diio Mi Internet-Based Aviation Portal

History of Cost Control and Innovation

ATW has long believed that a core aspect of airport management and air service development is to 

remain fiscally conservative – provide a quality passenger and operational experience while keeping 

expenses as low as possible for carriers. ATW remains the lowest 

landing fee airport in the State of Wisconsin as reported by the 

Wisconsin State Journal. Since 2001, ATW has provided nearly 

$7.6 million dollars to airlines as a “competitive discount” to 

airlines, dollars that would have otherwise gone into airport 

reserves.

The 2011 budget forecasts the terminal will be debt free, thereby 

allowing ATW to continue its aggressive partnering with airlines.

Always cognizant of keeping carrier operating costs low, the airport has engaged in many creative ways 

to market and improve the customer experience that have involved minimal cash outlay. Examples 

include:
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 12

• Aggressively pursuing non-traditional airport revenues such as land leases and business 

development

o Expanded hangar lease with Gulfstream

o Flight school

o Tech. fire program

o General Aviation is up 9% in 2011

o Cargo is up 34%

 FedEx flight added

o Industrial Park

• Partnership with local and regional chambers exchanging 

advertising in the airport with membership and advertising in 

publications

• Partnership with local hotel to provide upgraded furniture for the 

airport lobby in exchange for being able to brand the area

• Community interaction program- representatives from the airport have gone into the community 

on a grass roots campaign and have become members of many area organizations such as the 

Fox Valley Economic Development Partnership, Fox Valley Chamber, Leadership Fox Cities, 

New North and Learning for Life to name a few

• “Turkeys and Ham” is a holiday promotion that is advertised on Cumulus radio asking the 

community to bring in food donations, especially turkeys, chickens and hams for the holidays. 

Donors are entered to win awards of $500 on one of the airlines serving ATW. The entire airport 

staff then delivers the donations to a local food kitchen

• ATW is proud to be the home airport of “Old Glory Honor Flight” a national organization focused 

on sending WWII Veterans to their memorial in Washington DC. The entire airport staff volunteers 

to make their mission a success

• Uniform program for staff and customer service training for all airport employees and touch points 

of passengers. These programs are important to ensure ATW is in-tune with passengers and 

provides a great experience, which in-turn promotes repeat usage of the airport. ATW has also 

implemented a new Mission and Vision statement for the airport

• Partnered with the local baseball stadium in a creative advertising campaign in which each 

parking lot has been signed with an airline logo to designate where you have parked such as the 

Delta lot or the Allegiant lot; providing exposure for ATW and value add to incumbent carriers
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 13

• Fun promotions with Allegiant Air, including the Orlando Adventure

• Media events at the airport which are well-attended by the 

community and media, generating strong word-of-mouth. 

Examples include:

o Milk and cookie day at the airport for increased seats on 

Midwest

o Big parties for the announcement of service to Las Vegas 

and Orlando by Allegiant Air

o Celebrated the addition of the Denver launch with an event including Denver omelets

o Elvis was at the airport for the Memphis Service announcement and the community 

enjoyed Peanut Butter and Banana Sandwiches and a life-size Elvis tribute guitar cake

• Travel agency outreach – delivered plants with pots branded with an airport message

• Recently added customer amenities include:

o Added food behind the security checkpoint 

and upgrading existing food in general

o Free WI-FI

o Free baggage carts

• Installed passenger feedback stations to generate 

new ideas and quickly identify passenger issues

• Implemented innovative new airline lease structure 

to further support commitment to lowering airlines 

fees

• New rental car leases and an additional rental car 

company to improve non-airline revenues

• Won grants for a solar heating system to reduce the 

airport’s carbon footprint and the terminal heating 

cost. Part of overall effort by the airport to become 

more efficient and environmentally friendly

o Green efforts are tracked real-time on the 

website and in the airport (see screen shot)
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 14

FBO

In response to concerns expressed by scheduled carriers and other 

airport users, in October 2010 ATW took over the airport’s fixed base 

operator (“FBO”), renaming it the Platinum Flight Center. Running the 

FBO allows ATW the flexibility to charge competitive rates on services 

such as into-plane, and to use the FBO as part of the incentive mix to 

attract new service.

Previous 2009 Grant

The current grant application represents a new project 

and is unrelated to the grant that ATW won in 2009. 

The 2009 grant was for $150,000 in marketing money 

to assist ATW in targeting leakage in the face of a 

strong competitive threat in MKE, as Southwest 

Airlines was launching service and AirTran was 

growing dramatically (see Exhibit 13: Year-over-year 

Capacity at MKE).

Source: Diio Mi Internet-Based Aviation Portal

ATW utilized the 2009 SCASD grant with an initial market research study 

which revealed there was a low awareness of the services offered at 

ATW. Other findings included thoughts of inconvenience, high prices, and 

a mixed message in advertising. From that study ATW analyzed its

advertising message and created a crisp and clear design concept that 

reflects the airports perceived shortcomings revealed in the research 

process. 

The Airport then rolled out the “Quick, Close, Convenient” Campaign. 

5,857

0

2,113

5,349

5,499

1,624

4,787

5,231

-6%

17,141

Midwest

+29%

+127%

-2%

Total 13,319

Other

Southwest

AirTran

Dec-08 Dec-09

Exhibit 1: Year-over-year Capacity at MKE

Exhibit 2: Sample Advertising
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 15

2009 66%

2008 61%

64% 66%

2010

0 58% 60% 62%

63%

Upon completion of the design, the airport purchased local media to create awareness by web site ads, 

billboards, television, print, and radio.

The same market research study was performed at the end of the SCASD and some of the findings are: 

• Virtually 100% of Appleton-area travelers had seen or heard the ads

• Interviewees were highly aware of the “Quick, Close, Convenient” message

• Message very effective in getting trial

• Respondents also answered very favorably to using ATW in the future

The goal of the 2009 grant was to reduce the impact on 

leakage of the fare war and growth in low cost service 

at MKE. The grant was clearly a success, with ATW 

regaining four percent of the passengers from its 

natural catchment area.

However, the recent loss of one quarter of ATW

capacity threatens the gains made in the last two years

– as passengers are faced with fewer competitive 

options from their home airport; they are more likely to 

undertake the drive to MKE.

Source: Seabury APG analysis of MIDT booking and ARC ticketing data

Recapturing leakage is a battle of passenger perception, which can take a long time to alter. Lower fares 

and greater competition have taught many of ATW’s passengers to drive two hours down Route 41 to 

MKE. For passengers to unlearn that lesson, it takes repeated observations that there are good service 

options available from ATW at reasonable fares.

Winning the current grant application would, then, not only help ATW win new service, but would build on 

the investment the Department of Transportation has already made in the community.

Exhibit 3: Leakage from ATW Natural 

Catchment Area
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 16

Strategic Plan

The strategic plan calls for the Target Carrier to add service from ATW to the Target Market, stemming 

the loss of capacity in 2010, and helping maintain the momentum ATW has built in retaining passengers 

from its own natural catchment area. The grant would be added to the private funds raised by ATW, to 

mitigate start-up risk and spool-up costs to the Target Carrier.

Goals

Appleton has two primary goals in seeking this SCASDP grant, both of which would be fulfilled by the 

strategic plan:

• Backfill lost capacity, reduce loss of enplanements and prevent increases in leakage

• Maintain pressure on fares through increased competition

Target Carrier Support

ATW has been to the headquarters of the Target Carrier in September 2009 and February 2011. As 

recently as the meetings at the JumpStart 2011 conference in June, the Target Carrier confirmed it 

remains interested in the Target Service. Winning the grant would make the Target Market a significantly 

less risky proposition for the Target Carrier, increasing the likelihood that the community would be able to 

convince the airline to initiate service. Even with conservative assumptions around passenger and fare 

stimulation, the market is forecast to generate over ''''''''''''' ''''''''''''''''' ''''''''''''''' annually by the third year of 

service.

The risk, however, lies in the initial service launch. In its first year, the Target Market is forecast to 

generate just a ''''''''''' system margin, which is lackluster, even in the best of times. By the second year, 

however, the system margin is forecast at nearly '''''''''''.

Market Analysis Study

The market analysis was performed by Seabury APG (“SAPG”), a leading aviation consulting firm. SAPG 

used its proprietary forecasting tool, APGNet – an industry-leading QSI-based model. This model is used 

internally to make route decisions by a number of carriers in America and around the world.
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 17

Study methodology – carrier / hub selection:

• SAPG used APGNet to analyze the top 50 unserved market opportunities for each of six US 

carriers, then ranked the results based on forecast System Revenue – the Target Carrier service 

to the Target Market ranked as the highest realistic option.

• From this study it was found that the Target Carrier service on the Target Market would have the 

second highest potential system revenue of new service possibilities. Multiple other hub carrier 

services showed potentially viable in the study.

Study methodology – revenue forecast:

• Market sizes were created using the most recent DOT DB1b O&D data for 1Q10 through 4Q10, 

as processed in Seabury APG’s QSI based forecasting model APGNet

o The following adjustments were made to the market sizes:

o Local Target Market passengers stimulated +15%

o Flow passengers unstimulated

o 2013 and 2014 revenue growth based on IMF forecasted U.S. Gross Domestic Product 

growth, constant prices. Updated October 2010. 2013 = 2.902%, 2014 = 2.754%

o 2013 and 2014 passenger growth assumed at +2.0% annually

o Target Carrier’s local fare reduced 15%

o Accounted for price elasticity and carrier O&D share gap estimates

o All flights forecast on '''''''''''''''' aircraft with '''''' seats

o Target Market forecast with twice-daily service

Study methodology – revenue forecast:

• Costs developed from analysis of Target Carrier’s DOT Form 41 data (total and aircraft-specific), 

and have been adjusted for stage length

• 2013 and 2014 CASM growth based on IMF forecasted U.S. Gross Domestic Product growth, 

constant prices. Updated October 2010. 2013 = 2.902%, 2014 = 2.754%

• Beyond costs (ie the cost associated with the passengers that connect beyond the hub) assumed 

at 20% of beyond revenue
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 18

Historical Traffic and Fares

Traffic between ATW and the Target Market has increased from '''''' PDEW in 4Q 2008 to ''''' in 4Q 2010 

as fares have declined ''''''''' in the same time. Adding non-stop service will extend this effect into the 

future.

Exhibit 16: Target Market PDEW and O&D Fare Trends

Source: DOT DB1B O&D Data via Diio Mi Internet-Based Aviation Data Portal

Assumed Schedule

Two daily round-trips:

Departure Arrival

Segment Time Time

''''''''''' '''''' ''''''''''''' '''''''''' ''''''''''' ''''''' '''''''''' ''''''''''' ''''''''

''''''''''' ''''''''''' '''''''' ''''''''''''' ''''''''''' '''''''

'' '' ''

''''''''''' ''''' '''''''''''' ''''''''' ''''''''''' '''''''' ''''''''''''' ''''''''''' ''''''''

'''''''''' ''''''''' '''''' ''''''''''' ''''''''''' '''''''
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 19

Forecast

Including the effect of spool-up, the route is expected to lose '''''''''' million on a segment basis in its first 

year, however, contribution from passengers connecting beyond the hub will generate system earnings of 

''''''''''' (a margin of ''''''''''''). As the market comes into its own and spool-up ends, the forecast improves 

considerably, with a system profit of nearly ''''''' ''''''''''''''' (a '''''''''''''' margin) in year 2, and over '''''' ''''''''''''''' (a 

'''''''''''''' margin) by year 3.

Exhibit 17: Forecast

''''''''''''' ''''''''''''' '''''' '''''''''' ''' ''''''''' ''' '''''''''' '''

''''''''''''''''' '''''''''''''''''''''' ''''''''''''

'''''''''''''' '''''''''''''''' ''''''''''''''''' '''''''''''''''' 

'''''''''''''''''''''' ''''''''''' ''''''''''''''''' ''''''''''''''''' '''''''''''''''''' 

''''''''''' ''''''''''''''''''''''' ''''''''''''''''''''''' '''''''''''''''''' '''''''''''''''' ''''''''''''''''' 

''''''''''''''''''''' ''''''''''''''''''''''''' ''''''''''''''''''''' ''''''''''''''' '''''''''''''''''' '''''''''''''''' ''''''''''''''''' 

''''''''''''''''''''''' ''''''' ''''''''''''''''' ''''''''''''''''''' '''''''''''''' ''''''''''''''''

''''''''''''''''''' '''''''''''''''' '''''''''''''' ''''''''''''' ''''''''''''''

''''''''''''''''' ''''''''''''

''''''''''''''''' '''''''''''' ''''''''''''''''''' '''''''''''''' ''''''''''''''' ''''''''''''''' ''''''''''''''''' 

''''''''''''''''' '''''''''''' ''''''''''''''''''''' '''''''''''''''' ''''''''''''' ''''''''''' ''''''''''''' 

''''''''''''''''' ''''''''''''''''''''''''''''' ''''''''''''''' ''''''''''''''''' ''''''''''''''''' ''''''''''''''''' 

''''''''''''' ''''''''''''''''' '''''''''''''''''''' ''''''''''''''' '''''''''''''''' ''''''''''''''''''' ''''''''''''''''''' 

''''''''''''''''''' '''''''' ''''''''''''''' ''''''''' '''''''''''''''''' '''''''''''''''' 

''''''''''''''''' ''''''''''''''' '''''''''' ''''''''''' ''''''''''''

''''''''''''

'''''''''''''''' ''''''' '''''''''' ''''''''' '''''''' ''''''' 

'''''''''''' ''''''''''''''' ''''''''''''''''' ''''''''''''''' '''''''''''''''''

''''' ''''''''''''' ''''''''''''''' ''''''''''' '''''''''''' ''''''''''

''''''''''''''''''''' '''''''''''''''''''' '''''''''' '''''''''''''' '''''''''''''''' ''''''''''''''' 

'''''''''''''''''''' ''''''''''''''''' ''''''''''' ''''''''''''''''' ''''''''''''''''' ''''''''''''''''' 

Funding Overview

As detailed in Exhibit 18: Sources and Uses of Funds, to secure service from the Target Carrier the 

community is committing '''''''''''''''''' in cash towards the revenue guarantee, and the airport will spend 

''''''''''''''''''''''' in marketing. Additionally ATW will provide an additional ''''''''''''''''''''' of funding with airport fee 
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 20

waivers and FBO in-kind contributions including waived / discounted fuel flowage and handling rate. 

ATW is requesting a '''''''''''''''''''''' grant to supplement local revenue guarantee funds.

Exhibit 18: Sources and Uses of Funds

Community Airport DOT

Total

Fund Uses Cash In-Kind Cash In-Kind Grant

Marketing '''''''''''''''''''''''' ''''''''''''''''''''''

Fee Waivers /FBO Inkind Contributions ''''''''''''''''''''''' ''''''''''''''''''''''

Revenue Guarantee ''''''''''''''''' $825,000 '''''''''''''''''''''

Total '''''''''''''''''' ''''''''''''''''''''''''''' $825,000 ''''''''''''''''''''''''''''' 

A broad range of local government and businesses have pulled together to fund the local cash 

contributions for the revenue guarantee:

Exhibit 19: Sources of Community Cash Contributions

''''''''''''''' '''''''''' '''''''''''''''''''''''

''''''''''''''' '''''''''''''''''''''''''' ''''''''''''''''''

'''''''''''' '''''''''''''''''''''''' '''''''''''''

''''''''''''''''''''' '''''''''''''''''' ''''''''''''''

''''''''' ''''' ''''''''''''''''''' ''''''''''''

'''''''''' '''''''''''''' ''''''''''''''''''''''' '''''''''''''''

''''''''' ''''''''''''' ''''''''''''''''''''' '''''''''''''''''''''''''''''''' '''''''''''''''''''''''' ''''''''''''''

'''''''''''''''''''''''''''''''''''' '''''''''''''''

'''''''''''''''' ''''''''' '''''''''''''''''''''''''' '''''''''''''

'''''''''''''''''''''' ''''''''''''''''''''''''''' '''''''''''''

'''''''''''''''''''''''''' ''''''''''''''''' '''''''''''''''

''''''''''''''' '''''''''''''''''

''''''''''''''''' ''''''''''' '''''''''''''' 

'''''''''''' '''''''''''''''
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Use of Funds / Timeline

Revenue Guarantee

Specific terms of the revenue guarantee will depend on negotiations with the target carrier. It is 

anticipated that the guarantee will be for one year, with payouts determined by monthly/quarterly carrier 

financial performance with revenue in excess of targets being carried forward to future periods.

Airport Fee Waivers / In-kind

Airport funded fee waivers, and FBO in-kind contributions including waived / discounted fuel flowage and 

handling rate, will be offered for a period of two years.

Marketing

The marketing will be split with '''''''''''''''''''''''' in year one and ''''''''''''''''''' in year two. 

These funds are incremental new money on top of current airport marketing 

budget. Historically the airport has been able to leverage its local buying power 

to more than double the marketing value. The marketing mix will be determined 

in conjunction with the Target Carrier. In the past ATW has used an extensive 

mix of traditional and social media campaigns to support new service including:

• Newspaper print ads

• Magazine print ads (consumer and business)

• Billboards

• Radio ads and promotions

• Television ads

• Facebook promotions

• Internet ads

In addition to the marketing funds, ATW will supply at no cost to the Target Carrier:

• Press conference for route announcement - guaranteed coverage by large regional media outlets 

• Corporate & leisure sales blitz 

• Hosted event for route launch

• Support with the airport’s ongoing marketing, social media and website
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Public/Private Partnership

In 2008 ATW formed a community Travel Advisory Group represented by major companies and entities in 

the region. The group has been a critical piece of recent air service development efforts. In addition to 

providing strong feedback and direction on the needs of the community, the group has been active in 

recruiting airlines and has shared critical travel sales data. Many of the members maintain strong ties to 

airline sales staff, lobbying for the common needs of the community. The continued support from the 

community is demonstrated by the attached letters of support for this grant application.

Funding Assurances

ATW will be the coordinator between the public/private partners for the DOT grant. As well, ATW will take 

responsibility for the grant funds. 

Milestones and Monitoring

ATW has established realistic timelines for implementing the plans presented here. Exhibit 20 establishes 

the key milestones. Should Target Carrier not start service by June 2012, then the airport will seek an 

alternate carrier to provide service to meet the grant application goals. ATW will have ultimate 

responsibility for monitoring the successful implementation of the grant program. It will partner with the 

Travel Advisory Group to coordinate the public / private contributions. Key areas which will be monitored

include:

• Detailed project timelines and budgets

• Marketing plan implementation

• Monitoring flight performance relative to targets in the revenue guarantee using: airport collected 

enplanement data, internal carrier data, DOT DB1B data and DOT T-100 data
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Exhibit 20: Sample Schedule (Actual dependent on grant announcement / contract dates)

Sustainability

ATW and the community are keenly aware that the Target Service must be sustainable without financial 

support. A marketing study from Seabury APG has validated that the market has demonstrated the longterm viability of the market. Additionally, ATW is offering two years of fee waivers and in-kind support to 

help maintain the service beyond the one year revenue guarantee; and ''''''''''''''''''' of the marketing funds 

will be used in year two to continue to promote awareness in the community.

Alternate Plan

While ATW has confirmed the Target Carrier’s interested in serving the market, it recognizes that the 

dynamics of the airline industry and the economic conditions are such that a deal may not ultimately be 

reached for the service proposed in this document. Should the Target Carrier not announce service to 

ATW by June 2012, the airport will seek an alternate carrier to provide hub service to meet the grant 

application goals; understanding that such service would not be competing in a market where ATW 

currently has service.

2011 2012 2013

Activity 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12

Status Report to DOT

Implementation Phase 

Project Tracking

Design Phase

Revenue Guarantee

Marketing campaign

Start of Service

Advertising Campaign 

Announcement of Service

Grant Award

File Grant Application
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Measure of Success

The ultimate success for the program will be securing profitable new service. The measures of success 

will then be:

• Maintain current leakage – as measured by ticket lift and other studies

• Increasing enplanements at ATW, adjusted for lost capacity – as measured by airport data

• Success of Target Carrier – measured through internal carrier data and ultimately their continued 

and hopefully growing service at ATW
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Conclusion

Outagamie Regional Airport respectfully requests a grant in the amount of ''''''''''''''''''''' to fund a one-year 

revenue guarantee and part of a two-year program including cost abatements and marketing support to 

address the spool-up in revenue and costs associated with the Target Carrier opening a new market. 

ATW believes it should be given priority consideration for the Small Community Air Service Program

having met the criteria as set forth in the statue as follows:

• Air fares are higher than the national average air fares for all communities;

 Year-ending 4Q10, at $176 ATW’s average domestic fare was well above the national 

average of $157, and much higher than the average domestic fare for MKE, at $122

• the community or consortium will provide a portion of the cost of the activity from local sources 

other than airport revenue sources;

 The community has pledged ''''''''''''''''''''' of cash for the revenue guarantee

• the community or consortium has established or will establish a public-private partnership to 

facilitate air carrier service to the public;

 Travel Advisory Group

• the assistance will provide material benefits to a broad segment of the traveling public, including 

business, educational institutions, and other enterprises, whose access to the national air 

transportation system is limited; and

 With a 25% decrease in year-over-year capacity and losing one of three hub carriers, 

back-filling capacity and adding competition is critical to maintain current levels of 

leakage. Securing new hub service provides benefits to the entire ATW community 

including economic development and increased productivity. All members of the ATW

community benefit, as indicated by the strong number of letters of support

• the assistance will be used in a timely manner.

 ATW has provided a detailed plan which is ready to launch
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Appendix A: Required Summary Information

SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM

Docket: DOT DOT-OST-2011-0119

Designated Legal Sponsor Point of Contact:

Outagamie County Regional Airport

W6390 Challenger Drive, Suite 201

Appleton, WI 54914

Contact: Mr. Marty Lenss, Airport Director

Phone: (920) 832-5267

Email: lenssmp@co.outagamie.wi.us

Sponsoring Entity: Outagamie County Regional Airport

Dun & Bradstreet Number: 11-862-0140

2-digit Congressional District Code: 08

Employee Identification Number or Tax ID: 39-6005724
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Small Community Air Service Development Grant Application – August 2011

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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: _____2009____

expiration date of grant: _____None____

B. Public/Private Partnership

Public:

1. Outagamie County Regional Airport

Private:

1. Travel Advisory Group

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
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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E. Project Cost

LINE DESCRIPTION SUB TOTAL TOTAL AMOUNT

1 Federal amount requested 825,000

2 State cash financial contribution 0

Local cash financial contribution

3a Airport cash funds '''''''''''''''''''

3b Non-airport cash funds '''''''''''''''''

3 Total local cash funds (3a + 3b) '''''''''''''''''''''

4 TOTAL CASH FUNDING (1 + 2 + 3) '''''''''''''''''''''''''

In-Kind contribution

5a Airport In-Kind contribution** '''''''''''''''''''

5b Other In-Kind contribution** 0

5 TOTAL IN-KIND CONTRIBUTION

(7a + 7b)

'''''''''''''''''''

6 TOTAL PROJECT COST (4 + 8) '''''''''''''''''''''''

F. In-Kind Contributions**

For funds in lines 7a (Airport In-Kind contribution) and 7b (Other In-Kind contribution), please 

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

'''''''''''''''''''''''': Airport fee waivers and FBO in-kind contributions including waived / discounted fuel flowage 

and handling rate
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G. IS THIS APPLICATION SUBJECT TO REVIEW BY STATE 

UNDER EXECUTIVE ORDER 12372 PROCESS?

a. This application was made available to the State under the Executive Order 12372 Process for

review on (date) _____________.

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

c. Program is not covered by E.O. 12372.

H. IS THE APPLICANT DELINQUENT ON ANY FEDERAL 

DEBT? (IF “YES”, PROVIDE EXPLANATION)

No Yes (explain) _____________________________________________
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Appendix B: Additional Required 

Materials

Top O&D Markets Passengers, Fares, Capacity

Exhibit 21: Year-end 4Q10 O&D Statistics (Pax are per day each way)

Rank Destination Pax Fare N/S

Deps/Day

Seats/

Day Notes

1 Las Vegas, NV 66.44 $122 0.39 59.1 G4 operates less-than-daily

2 Orlando-Sanford, FL 32.63 $83 0.24 35.3 G4 operates seasonally

3 Atlanta, GA 29.15 $175 0.95 57.9 

4 Minneapolis/St. Paul, MN 19.07 $201 4.56 223.6 

5 Denver, CO 18.39 $157 0.81 40.9 UA operated from Mar 09 to Dec 10

6 Phoenix, AZ 15.63 $154 - -

7 Orlando, FL 15.00 $139 - -

8 San Francisco, CA 14.67 $173 - -

9 Los Angeles, CA 14.64 $187 - -

10 New York-La Guardia, NY 13.95 $163 - -

11 Detroit, MI 13.21 $260 4.16 220.9 

12 Philadelphia, PA 12.73 $168 - -

13 Seattle/Tacoma, WA 12.63 $187 - -

14 Dallas/Fort Worth, TX 12.43 $186 - -

15 Milwaukee, WI 12.35 $56 2.65 105.1 F9 will pull service in Sep 11

16 Tampa, FL 11.09 $136 - -

17 Washington-National, DC 10.58 $148 - -

18 Fort Myers, FL 9.78 $129 - -

19 Newark, NJ 9.42 $196 - -

20 Boston, MA 8.98 $150 - -

Total All O&Ds 715.01 $190 18.82 1,016.1 

Source: DOT DB1B O&D Data via Diio Mi Internet-Based Aviation Data Portal

Passenger and Schedule History by Carrier and Destination

Exhibit 22: Airline and Destination Onboards History

Airline Destination 2004 2005 2006 2007 2008 2009 2010

Allegiant Las Vegas, NV - - - - 5,302 19,721 19,794 

Allegiant Orlando-Sanford, FL - - - - 1,530 10,138 11,492 

Frontier Milwaukee, WI 26,387 30,665 31,960 36,146 33,420 25,807 21,989 

Delta Detroit, MI 43,635 43,018 43,367 44,781 43,213 50,541 61,069 

Delta Minneapolis/St. Paul, MN 54,773 52,270 53,316 49,126 47,743 52,099 55,748 

Delta Atlanta, GA 27,320 37,768 37,198 38,048 29,343 23,538 18,364 

United Denver, CO - - - - - 11,139 11,960 

United Chicago-O'Hare, IL 96,859 98,969 87,008 85,208 67,770 72,510 67,425 
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Source: DOT T-100 via Diio Mi Internet-Based Aviation Data Portal

Exhibit 23: Airline and Destination Departures History

Airline Destination 2004 2005 2006 2007 2008 2009 2010

Allegiant Las Vegas, NV - - - - 38 142 144 

Allegiant Orlando-Sanford, FL - - - - 13 82 86 

Frontier Milwaukee, WI 1,704 1,883 1,863 1,783 1,311 971 965 

Delta Detroit, MI 1,419 1,394 1,385 1,388 1,257 1,278 1,514 

Delta Minneapolis/St. Paul, MN 1,686 1,787 1,697 1,604 1,724 1,634 1,663 

Delta Atlanta, GA 812 1,068 1,032 983 722 538 346 

United Denver, CO - - - - - 269 297 

United Chicago-O'Hare, IL 2,030 2,126 2,318 2,409 2,092 1,860 1,837 

Source: DOT T-100 via Diio Mi Internet-Based Aviation Data Portal

Top Markets and Fares

Exhibit 24: Top 20 Markets Ranked on Passengers, YE 4Q10

Rank Destination Local Passengers /

Day Each Way

Local OneWay FareCurrently Has NonStop Service?

1 Las Vegas, NV 66.44 $122 Yes

2 Orlando-Sanford, FL 32.63 $83 Yes

3 Atlanta, GA 29.15 $175 Yes

4 Minneapolis/St. Paul, MN 19.07 $201 Yes

5 Denver, CO 18.39 $157 No

6 Phoenix, AZ 15.63 $154 No

7 Orlando, FL 15.00 $139 No

8 San Francisco, CA 14.67 $173 No

9 Los Angeles, CA 14.64 $187 No

10 New York-La Guardia, NY 13.95 $163 No

11 Detroit, MI 13.21 $260 Yes

12 Philadelphia, PA 12.73 $168 No

13 Seattle/Tacoma, WA 12.63 $187 No

14 Dallas/Fort Worth, TX 12.43 $186 No

15 Milwaukee, WI 12.35 $56 Yes*

16 Tampa, FL 11.09 $136 No

17 Washington-National, DC 10.58 $148 No

18 Fort Myers, FL 9.78 $129 No

19 Newark, NJ 9.42 $196 No

20 Boston, MA 8.98 $150 No

Source: DOT DB1B data via Diio Mi Internet-Based Aviation Data Tool

*Note: Frontier will discontinue Milwaukee service in September 2011
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Appendix B: Community Overview

The Appleton metro region is #3 in Wisconsin when ranked by both population and wealth.

Exhibit 25: Map of Eastern Wisconsin Exhibit 26: Wisconsin Demographics

Data notes: Black dots indicate population concentration—larger dots = 

more people

Source: U.S. Census Bureau; Appleton metro market includes Oshkosh and Neenah

ATW sits in the middle of the economic engine of Northeast Wisconsin and is one of the top 50 

manufacturing regions in the nation. The population base has steadily increased and is forecasted to 

increase 15.6% through 2020. Employment and the labor force have increased 5.5% from 2000-2007

50 mile radius

1.0M people

100 mile radius

3.7M people

Metro Market Population

(in 000s)

Average 

Household 

Income

Milwaukee 1,549 $70,010

Madison 562 $74,844

Appleton 382 $65,968

Green Bay 303 $64,806

Wausau 131 $64,585
Outagamie County Regional Airport

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Top Local Companies

Exhibit 27: Map of Key ATW Corporations

Corporate Profiles

Ariens Company is a manufacturer of quality lawn products including zero-turn 

mowers, tractors, walk-behinds, edgers, tillers, and string trimmers. In addition to lawn 

products, Ariens produces the number one sno-thro brand worldwide with Compact Snow Throwers, 

Deluxe Snow Throwers, Deluxe Track Snow Throers, Professional Snow Throwers and Pro-Track Snow 

Throwers. Ariens Company also owns the following outdoor power equipment/lawn products brands: 

Gravely, EverRide, Great Dane, Gravely Turf, National Mower, Locke, Stens and Bynorm. 
Outagamie County Regional Airport

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Bemis Company, Inc. is a worldwide supplier of flexible packaging and pressure 

sensitive materials used by leading food, consumer products, and manufacturing 

companies. Our innovative and technologically advanced use of material science 

results in packaging and adhesive solutions that solve the varied and complex product 

needs of our customers. With 61 facilities in 11 countries, we’re poised to serve customers around the 

globe.

Kimberly-Clark is a leading global health and hygiene company employing 

nearly 53,000 people worldwide and posting sales of $19.4 billion in 2008. 

Headquartered in Dallas, Texas, with operations in 35 countries, Kimberly Clark’s global brands are sold 

in more than 150 countries. Every day, 1.3 billion people trust Kimberly-Clark products and the solutions 

they provide to make their lives better. With well-known family care and personal care brands such as 

Kleenex, Scott, Andrex, Huggies, Pull-Ups, Kotex, Poise and Depend, we hold the No. 1 or No. 2 share 

position globally in more than 80 countries. 

Thrivent Financial for Lutherans is a not-for-profit, Fortune 500 

financial services membership organization helping approximately 2.6 

million members achieve financial security and give back to their communities. Thrivent Financial and its 

affiliates offer a broad range of financial products and services including life insurance, annuities, mutual 

funds, disability income insurance, bank products and more. As a not-for-profit organization, Thrivent 

Financial creates and supports national outreach programs and activities that help congregations, 

schools, charitable organizations and individuals in need. 

Appleton Paper creates product solutions through its development and use of 

coating formulations, coating applications and encapsulation technology. The Company produces 

carbonless, thermal, security and performance packaging products. Appleton, headquartered in Appleton, 

Wisconsin, has manufacturing operations in Wisconsin, Ohio, Pennsylvania, and Massachusetts, 

employs approximately 2.200 people and is 100 percent employee-owned. 

Voith Paper is a division of the Voith Group and the leading partner to and a 

pioneer in the paper industry. Thanks to continuous innovation, Voith Paper 

optimizes the paper production process, focusing on the development of resource-saving products to 

reduce the consumption of energy, water and fibers. Voith was founded on January 1, 1867 and has set 
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Small Community Air Service Development Grant Application – August 2011

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new standards in the fields of paper, energy, mobility and service. With annual sales of EUR 4.9 billion, 

43,000 employees and more than 290 locations worldwide, Voith is one of the largest family-owned 

companies in Europe.

Neenah Paper- For over 100 years, Neenah Paper has been an innovative leader in the 

creation and manufacturing of premium and specialty papers. Neenah brings state-of-the-art 

technology to its signature brands, CLASSIC, ENVIRONMENT, STARWHITE, NEENAH and 

SUNDANCE, as well as a host of other fine paper products preferred by graphic designers and printers. 

Neenah’s award-winning and versatile digital papers round out its comprehensive portfolio. Neenah’s 

sustainability commitment is reflected through the Neenah Green initiative, which includes mill-based 

solutions for minimizing environmental impact. A proud consumer of Green Energy, Neenah Paper is also 

a U.S. EPS Green Power Partner, and manufactures many brands carrying the Green-e, Green Eal and 

Forest Stewardship Council (FSC) certifications. 

Schreiber Foods is the world’s largest employee-owned dairy company with 

annual sales of more than $4 billion. It produces and distributes process, 

natural, cream and specialty cheeses; yogurt; butter and butter blends; sour 

cream; and a range of other dairy products to restaurants, food service organizations and retailers around 

the world. It has sales, processing and distribution operations in the United States, Brazil, China, 

Germany, India and Mexico. 

School Specialty is a leading education company that provides innovative and 

proprietary products, programs and services to help educators engage and inspire 

students of all ages and abilities to learn. The company designs, develops, and provides preK-12 

educators with the latest and very best curriculum, supplemental learning resources, and school supplies. 

Working in collaboration with educators, School specialty reaches beyond the scope of textbooks to help 

teachers, guidance counselors and school administrators ensure that every student reaches his or her full 

potential. 

Metso is a global supplier of sustainable technology and services for mining, 

construction, power generation, automation, recycling and the pulp and paper 

industries. We have about 28,000 employees in more than 50 countries. 
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

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Oshkosh Corporation is a leading designer, manufacturer and marketer of a broad 

range of specialty access equipment, commercial, fire & emergency and military 

vehicles and vehicle bodies. Oshkosh corp. manufactures, distributes and services 

products under the brands of Oshkosh, JLG, Pierce, McNeilus, Medtec, Jerr-Dan, BAI, Oshkosh Specialty

vehicles, Frontline, SMIT, CON-E-CO, London and IMT. Oshkosh products are valued worldwide in 

businesses where high quality, superior performance, rugged reliability and long-term value are 

paramount.
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Appendix C: Letters of Support
Outagamie County Regional Airport

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Letter of support redacted as confidential
Outagamie County Regional Airport

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Letter of support redacted as confidential
Outagamie County Regional Airport

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Letter of support redacted as confidential
Outagamie County Regional Airport

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Letter of support redacted as confidential
Outagamie County Regional Airport

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Letter of support redacted as confidential
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Letter of support redacted as confidential
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 44

Letter of support redacted as confidential
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 45

Letter of support redacted as confidential
Outagamie County Regional Airport

Small Community Air Service Development Grant Application – August 2011

Page | 46

Letter of support redacted as confidential