Okaloosa County BOCC — February 17, 2015 — VPS Rebranding Pres 2-15 UPDATE (2)

The Value of an Airport’s Brand The Data Behind a VPS Name Change  Topics of Discussion Official Name Change “International” Airports The VPS Passenger Market Examples from Around the Country Recommended Future Brand Official Name Change  The Current Name FAA Master Airport Record for VPS Never Altered with Last Name Change Page 4 Source: Sixel Consulting Group Research, January 2015  Booking Engines Track to FAA Page 5 Source: Sixel Consulting Group Research, January 2015  Booking Engines Track to FAA Page 6 Source: Sixel Consulting Group Research, January 2015  Airlines Track to Booking Zips Airlines First Consult FAA Master Record If City Name is Incompatible with Their Highest Booking Zip Codes They Will Align with the City of Those Zip Codes Page 7 Source: Sixel Consulting Group Research, January 2015  We Can Control the Name Step 1: Re-File FAA Form 5010 >ASSOC. CITY: Destin-Ft Walton Beach >AIRPORT NAME: Destin-Ft Walton Beach Int’l Page 8 Source: Sixel Consulting Group Research, January 2015  IATA Will Adopt FAA Change International Air Transportation Assoc. Responsible for Airport Names that Airlines Use Also Responsible for Names in Global Distribution Systems (GDS) Will Align to FAA Official Name “IATA will have no problem following their lead.” – Jeffrey Ross, Manager, IATA Limit of 22 Characters All Airport Has to Do is Submit New FAA Form to IATA and Change Will be Made Destin-Ft Walton Beach Destin-Ft Walton Beach International Page 9 Source: Sixel Consulting Group Research, January 2015  Airlines Are Asking for Clarity Airlines Want Named Aligned with Destinations Airlines Will Not Change Identifier without Official FAA Name Change Airlines Did Not Change to “Northwest Florida Regional” and Would Resist Change Locator Not Strong Too Much Passenger Confusion United Most Vocal in Support of Including Both Destin and Ft. Walton Beach in Official Name at Headquarters Meeting in January Page 10 Source: Sixel Consulting Group Research, January 2015  This is What We’ll Look Like Destin-Ft Walton Beach (VPS) Destin-Ft Walton Beach (VPS) Page 11 Source: Sixel Consulting Group Research, January 2015  This is What We’ll Look Like Destin-Ft Walton Beach (VPS) Destin-Ft Walton Beach (VPS) Page 12 Source: Sixel Consulting Group Research, January 2015 “International” Airports  “International” Airports International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 14 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 15 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” 76 Have International Service International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 16 Source: Sixel Consulting Group Research, February 2015