BY KEITH BENMAN, Times of Northwest Indiana
kbenman@nwitimes.com
Skybus Airlines left the Gary/Chicago International Airport with more than just tire marks on its main runway.
Airport officials and others say the intense interest generated by the airline nationwide has resulted in increased attention for the airport.
The News Hour with Jim Lehrer, broadcast on 300 television stations nationwide, and AirportBusiness, a leading trade magazine, recently featured the Gary airport in full-length reports on the airline industry.
However, the headlines on those stories might not be seen as a positive by everyone.
"Air Service in Troubled Times" was the headline on the AirportBusiness article. "Tough times for the nation's regional airports" was the topic for the News Hour report.
"The message was pretty redundant," said Tim Sanders, executive director of the Northwest Indiana Regional Development Authority, who appeared in the News Hour segment.
"Gary doesn't have a problem attracting airlines. It has a problem keeping airlines because they keep going out of business, all over the country."
Skybus started U.S. service in May 2007 with financial backing from Wall Street investment houses. At its peak, the ultra-low-fare carrier flew to almost 20 cities. It started flying out of Gary in April and then folded three weeks later.
Airport director Chris Curry said it is getting increased attention for two reasons.
One is the interest generated by Skybus, which many saw as the next big thing in the aviation industry with its $10 promotional fares and point-to-point service. National news reports about the airline attracted attention to the Gary airport, of which many people had never heard, Curry said.
Second is a broader-based airport marketing effort that is just getting started.
That effort began with some help from the Lake County Convention and Visitors Bureau, which was involved in the selection of the airport's new marketing director.
"It's always been our approach that in times like this, you need to be more aggressive," said LCCVB President and CEO Speros Batistatos. "We think this is a strategic time for the Gary airport."
Earlier this year, the airport took on sponsorship of Chicago White Sox home runs at U.S. Cellular Field on the White Sox Radio Network. The airport bought a full season of advertising spots, narrated by game announcers, after each home run, Curry said.
The airport used $97,000 in marketing funds it receives from the city of Chicago to purchase the spots, Curry said. He said it originally was to be a vehicle for advertising Skybus.
When the airline folded nationwide in April, the ad content was shifted to focus simply on the airport. Currently, the spots are advertising Gary's South Shore Air Show.
The LCCVB is a prime sponsor of the air show, which will be presented this weekend for the ninth year.
"It's very costly for us to be in the Chicago market, so it's working out great," said LCCVB Executive Vice President Katie Holderby of the White Sox advertising. "Because it's a South Side crowd, it will make a difference this year."