Okaloosa County BOCC — February 17, 2015 — Re-Branding of Northwest Florida Regional Airport — agenda request
Re-Branding of Northwest Florida Regional Airport — agenda request in the February 17, 2015 Okaloosa County BOCC meeting materials. Preserved county-portal original with machine-extracted reading text.
Preserved among the February 17, 2015 Okaloosa County Board of County Commissioners meeting materials (IQM2 meeting 1249). The date shown is the verified meeting context, not an independently established creation date for every attachment. The download catalog used January 6, 2015; the meeting date was corrected using the agenda/minutes heading and matching source filename.
Original publication
Action Item Printout
Date
February 17, 2015
Publisher
Okaloosa County Board of County Commissioners
Where to find it
2
Reference collection
Okaloosa County Board of County Commissioners (IQM2 public portal)
Source date and document identity checked for this intake. Machine text has not received independent human proofreading.
HOW FAR THIS HAS BEEN CHECKED
File / copy authenticity
Preserved files carry a SHA-256 fingerprint fixed at ingest; whether those bytes match the original capture is not independently verified.
Transcription / extraction
Each reading-text file shows its recorded review status below.
Re-Branding of Northwest Florida Regional Airport — agenda request — extracted reading text
Machine extraction of the preserved PDF embedded text using pdftotext -layout. Form-feed page boundaries retained; no words rewritten. Not independently human proofread; consult the original for layout and uncertain characters.
Compare reading text with the preserved source. Line breaks and spacing are retained; long lines wrap to fit the screen. A file's role does not establish that its text has been checked.
Re-Branding of Northwest Florida Regional Airport — agenda request — extracted reading text
Machine-extracted OCR text · Review label: Known limitations
BOARD OF COUNTY COMMISSIONERS
AGENDA REQUEST
DATE: February 17, 2015
TO: Honorable Chairman and Members of the Board
FROM: Sunil Harman
SUBJECT: Re-Branding of Northwest Florida Regional Airport
DEPARTMENT: Airport
BCC DISTRICT: All
STATEMENT OF ISSUE: The Board is requested to approve the re-branding of Northwest
Florida Regional Airport to Destin-Fort Walton Beach International Airport.
BACKGROUND: In mid-October 2013, the Department of Airports secured the services of a
research firm to conduct an objective analysis on how to better market the airport and to
determine if the existing Airport name best fit our location to existing and prospective customers.
Four firms were contacted to provide quotes, two responded and MDRG was contracted and
retained through a purchase order.
The research conducted by MDRG includes input from both leisure/business travelers and
identified the most compelling names and positioning opportunities. It consisted of a qualitative
exploratory phase and a quantitative survey phase. The results of the research identify the
optimal names for the Airport.
Based on the results, and the recommendations from our expert consultants, the Department of
Airports recommends the airport name be changed from Northwest Florida Regional Airport to
Destin-Fort Walton Beach International Airport. If approved, the airport will file a change of the
associated city name currently on file with the FAA which will result in a change to airline
websites as well as the travel search engine sites. Currently, 85% of all airline tickets are sold
on-line with 80% sold directly from the airlines’ websites and 15% by way of on-line booking
websites.
Sixel Consulting Group is the Department of Airports’ contractual air service development
consultant and has worked with numerous other airports and their re-branding efforts have
resulted in marked increases in passenger activity. Passenger numbers are anticipated to increase
by 20,000 in the next five (5) years.
With Board approval, Airport staff would transition to the new nomenclature as existing supplies
and materials are used. The cost to re-brand the airport would be a responsibility of the FY2015
departmental budget and is not anticipated to exceed $40,000.
OPTIONS: Approve, Reject, Table
RECOMMENDATIONS: Recommend approval to rename county owned commercial airport
to Destin-Fort Walton Beach International Airport and authorize the director of airports to
execute necessary communications and contractual changes to reflect the new names.
RECOMMENDED BY:
APPROVED BY:
John Hofstad, County Administrator
Okaloosa County Board of County Commissioners. “Okaloosa County BOCC — February 17, 2015 — Re-Branding of Northwest Florida Regional Airport — agenda request.” February 17, 2015. Action Item Printout. Crypt of Echoes evidence ID LED-2026-17528c94bbf748c6bff29ee73805cda6. http://127.0.0.1:58097/evidence/LED-2026-17528c94bbf748c6bff29ee73805cda6. Accessed [date].
Catalogue citation: Okaloosa County Board of County Commissioners, Re-Branding of Northwest Florida Regional Airport — agenda request, meeting materials for February 17, 2015. https://okaloosacountyfl.iqm2.com/Citizens/FileOpen.aspx?Type=30&ID=12796&MeetingID=1249
Preserved county public-record source. Third-party attachments may retain their original rights.
