Okaloosa County BOCC — January 20, 2015 — VPS Re-Branding — reading text

Okaloosa County Airport Naming Research Presentation January 2015 Background Okaloosa County Airports asked:  What is optimal name for the airport currently named Northwest Florida Regional Airport? MDRG provided voice of consumer: 1. 2. 3. Qualitative Quantitative Supplemental Survey Survey Survey 2 1. Qualitative Interviews Qualitative research used to explore:  How travelers select an airport  Ways that airport enhances travel experience  Expectations for airport experience – comfort, amenities, convenience  Reactions to use of specific words in a name Four names emerged as being promising for further testing in the quantitative research:  Destin International Airport  Northwest Florida Regional Airport  Ft Walton Beach Airport  The Emerald Coast Airport 3 2. Quantitative Survey • Online survey • December 2013 with 422 target consumers:  Travel decision makers  Likely to visit Northwest Florida  At least 25 years old  Live in one of target markets: Chicago Louisville Cincinnati Memphis Dallas St. Louis Houston Tampa Little Rock Washington, D.C. 4 Quantitative Survey Results Northwest Ft The Destin Florida Walton Emerald International Regional Beach Coast Airport Airport Airport Airport Prefer to 37% 32% 21% 10% Fly into Reason “Regional” “Location” “Most” “International” “Access” “Location” “Emerald” Appealing “Location” Best Geographic 37% 35% 19% 9% Location for Trip Staffed for Quick, 41% 36% 14% 9% Efficient Travel Clean/ Modern 42% 28% 11% 18% Look 5 5 3. Supplemental Research 1. Which word should be • Re-contact all 422 used: respondents from the  International original research  Regional • A total of 251 or 59% responded to the 2. Which geographic supplemental research reference should be used: questions  A City (“Destin”)  The Region (“Northwest • February 2014 Florida”) 3. Which city name(s) should be used:  Destin  Destin-Ft Walton Beach 6 6 “International” vs. “Regional” Destin International Destin Regional Airport Airport 21 33 36 41 51 54 79 67 64 59 49 46 Clean, Staffed for Prefer Best Easy Easy to Modern Quick and to Fly Geographic Access Navigate Look Efficient Into Location for (In and Out Travel Trip Quickly) 7 7 “Destin” vs. “Northwest Florida” Destin International Destin Regional Airport Airport 49 44 42 58 57 51 51 56 58 42 43 49 Clean, Staffed for Prefer Best Easy Easy to Modern Quick and to Fly Geographic Access Navigate Look Efficient Into Location for (In and Out Travel Trip Quickly) 8 8 “Destin” vs.“Destin-Ft Walton Beach” Destin International Destin Regional Airport Airport 34 35 33 33 43 44 66 65 67 67 57 56 Clean, Staffed for Prefer Best Easy Easy to Modern Quick and to Fly Geographic Access Navigate Look Efficient Into Location for (In and Out Travel Trip Quickly) 9 9 Recommendation • Particularly strong in markets that are familiar with or have visited the Destin-Fort Walton Beach area Destin-Ft Walton Beach • Concerns about larger, more International modern are overcome with Airport “international” in the name • Suggests an airport that is easier to navigate and get in and out of quickly • Suggests a larger, more modern, and well-staffed airport Northwest Florida • Could be confused with International Panama City’s “Northwest Airport Florida Beaches International Airport” • Considered as “vague.” 10 10 Thank You Sondra Brown President MDRG 1055 St. Charles Ave, Suite 300, New Orleans, LA 70130 | T: 504-821-1910 | F: 504-821-1908 | mdrginc.com The Value of an Airport’s Brand The Data Behind a VPS Name Change  Topics of Discussion The Many Names of VPS The VPS Passenger Market Examples from Around the Country Recommended Future Brand The Many Names of VPS  What Airlines Call VPS Page 4 Source: Sixel Consulting Group Research, January 2015  What Airlines Call VPS Page 5 Source: Sixel Consulting Group Research, January 2015  What Airlines Call VPS Page 6 Source: Sixel Consulting Group Research, January 2015  What Airlines Call VPS Page 7 Source: Sixel Consulting Group Research, January 2015  What Airlines Call VPS Page 8 Source: Sixel Consulting Group Research, January 2015  Passenger Life Cycle Plan and Book Experience Share Conceptualize Travel Travel Experiences Online research, PAX shares Recommendations Online/Travel Experience Airport(s) experiences from family/friends Agencies and with Airline(s) in real-time family/friends Valparaiso Ft. Walton Ft. Walton VPS Ft. Walton Beach Beach Beach Destin Destin Northwest VPS Florida Destin Eglin AFB Page 9 Source: Sixel Consulting Group Research, January 2015 The VPS Passenger Market  The Crowded Market Four Airports Fight Over 16.8 Million Visitors/Year The Largest Proportion – 34% – Travel to Destin/Ft. Walton Beach No Airport Officially Associates its Name to Those Cities Page 11 Source: Sixel Consulting Group Research, State of Florida, January 2015  The Confusing Market Northwest Florida Regional Airport Northwest Florida Beaches Airport Page 12 Source: Sixel Consulting Group Research, State of Florida, January 2015  Most Travel to/from Beaches 34% of Passengers Travel To and From Destin 21% Travel To and From Ft. Walton Beach Combined 55% of All Passengers Page 13 Source: Sixel Consulting Group VPS True Market Study  Most Travel to/from Beaches 51% Travel To and From Beach-Adjacent Zip Codes 32% Travel To and From Destin’s Main Zip Code Page 14 Source: Sixel Consulting Group VPS True Market Study  VPS Retention ATL: 8.6% ECP: 7.4% VPS: PNS: 59.3% TLH: 23.7% 0.5% VPS Retains Just 59% of Passengers 24% of Passengers Use Pensacola 9% of Passengers Use Atlanta 7% of Passengers Use Panama City Page 15 Source: Sixel Consulting Group VPS True Market Study  Improved Retention Has Value Direct Economic Impact Grows as Passengers Grow 2,224 Direct Employees $99.7 Million in Annual Payroll $44,800 Average Annual Salary Increased Visitor Spending Flows Through the Economy $192 Million Annual Airline Visitor Spending 81.7% of Spending in Destin and Ft. Walton Beach A Direct Brand Promise Should Grow Visitors Page 16 Source: Okaloosa County Airports System Economic Impact Study, University of West Florida Other Examples  Rebranding to Wayfinders Page 18 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Bob Hope Airport Page 19 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Bob Hope Airport Burbank Page 20 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Bob Hope Airport Burbank Hollywood-Burbank Airport Page 21 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Page 22 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Willard Airport Page 23 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Willard Airport University of Illinois Airport Page 24 Source: Sixel Consulting Group Research  Rebranding to Wayfinders