Commissioners table YVRA marketing plan
March 24, 2004
Routt County commissioners tabled their approval of the Yampa Valley Regional Airport’s marketing plan to allow for several changes, including emphasizing the role that the Steamboat Springs Chamber Resort Association, the lodging community and other entities play in promoting the airport.
“I just think as much as possible, we need to (emphasize) this is a partnership, and we can’t do this on our own,” Routt County Commissioner Nancy Stahoviak said.
Questions about the purpose of the marketing plan were brought up by Routt County Commissioner Doug Monger.
“I’m trying to figure out who we’re marketing to and what we’re marketing,” Monger said.
Jim Parker, Yampa Valley Regional Airport director, said marketing would have several roles, such as telling the public about improvements being made at the airport, informing pilots about the hangar developments and other services offered, letting visitors know what the airport provides, and encouraging other airlines to service the airport.
“Marketing is many things; it’s not just targeted at one (group),” Parker said.
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The marketing plan would be the first such plan for the Hayden airport and would help provide reliable year-round flights, encourage competitive prices, provide good customer service and draw community support for growth and expansion of the airport.
The plan covers 10 strategies and actions, such as using the best technology affordable to maximize health and safety, and completing the scheduled expansion on time.
County commissioners said the plan should reference help from the chamber, the lodging community, the Steamboat Ski Area and others who would make any marketing possible.
County commissioners recommended the plan include identifying target groups for marketing efforts. Stahoviak suggested that the timeline for some actions, such as holding an airport open house, might be too aggressive.
Also, county commissioners suggested the county and Hayden planning commissions jointly discuss development uses at the airport, and that the airport then work with the community to identify potential developers, instead of having the planning commissions identify developers.
County commissioners said the Yampa Valley Airport Commission should make changes to the plan and then bring it back to the county for approval. A similar plan was discussed and approved by the airport commission for Steamboat Springs Airport.
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