Proposal Under the Small Community Air Service Development Program

Transcription

1 Proposal Under the Small Community Air Service Development Program Docket: DOT-OST Sponsoring Entity: Huntsville International Airport Dun & Bradstreet Number: digit Congressional District Code: 05 July 2013

2 APPLICATION UNDER SMALL COMMUNITY AIR SERVICE DEVELOPMENT PROGRAM DOCKET DOT-OST SUMMARY INFORMATION All applicants must submit this Summary Information schedule, as the application coversheet, a completed standard form SF424 and the full application proposal on For your preparation convenience, this Summary Information schedule is located at A. PROVIDE THE LEGAL SPONSOR AND ITS DUN AND BRADSTREET (D&B) DATA UNIVERSAL NUMBERING SYSTEM (DUNS) NUMBER, INCLUDING +4, EMPLOYEE IDENTIFICATION NUMBER (EIN) OR TAX ID. Legal Sponsor Name: Huntsville International Airport DUNS Number: EIN/Tax ID: B. LIST THE NAME OF THE COMMUNITY OR CONSORTIUM OF COMMUNITIES APPLYING: 1. CITY OF HUNTSVILLE/HUNTSVILLE INDUSTRIAL DEVELOPMENT BOARD C. PROVIDE THE FULL AIRPORT NAME AND 3-LETTER IATA AIRPORT CODE FOR THE APPLICANT(S) AIRPORT(S) (ONLY PROVIDE CODES FOR THE AIRPORT(S) THAT ARE ACTUALLY SEEKING SERVICE). 1. Huntsville International Airport - HSV

3 D. LIST THE 2-DIGIT CONGRESSIONAL DISTRICT CODE APPLICABLE TO THE SPONSORING ORGANIZATION, AND IF A CONSORTIUM, TO EACH PARTICIPATING COMMUNITY E. APPLICANT INFORMATION: (CHECK ALL THAT APPLY) X Not a Consortium Interstate Consortium Intrastate Consortium Community now receives subsidized Essential Air Service X Community (or Consortium member) previously received a Small Community Air Service Development Program Grant If previous recipient: Year of grant(s): FY09, FY04 F. PUBLIC/PRIVATE PARTNERSHIPS: (LIST ORGANIZATION NAMES) PUBLIC 1. City of Huntsville PRIVATE G. PROJECT PROPOSAL: (CHECK ALL THAT APPLY) X Marketing Upgrade Aircraft X New Route Travel Bank X Service Restoration Subsidy Surface Transportation Regional Service Revenue Guarantee X Launch New Carrier X Start-up Cost Offset First Service Study X Secure Additional Service Other (explain below) H. EXISTING LANDING AIDS AT LOCAL AIRPORT: X Full ILS Outer/Middle Marker X Published Instrument Approach X Localizer Other (specify)

4 I. PROJECT COST: DO NOT ENTER TEXT IN SHADED AREA LINE DESCRIPTION SUB TOTAL TOTAL AMOUNT 1 Federal amount requested $1,500,000 2 State cash financial contribution Local cash financial contribution 3a Airport cash funds $2,000,000 3b Non-airport cash funds $500,000 3 Total local cash funds (3a + 3b) $2,500,000 4 TOTAL CASH FUNDING (1+2+3) $4,000,000 In-Kind contribution 5a Airport In-Kind contribution** 5b Other In-Kind contribution** 5 TOTAL IN-KIND CONTRIBUTION (5a + 5b) 6 TOTAL PROJECT COST (4+5) $4,000,000 J. IN-KIND CONTRIBUTIONS** For funds in lines 5a (Airport In-Kind contribution) and 5b (Other In-Kind contribution), please describe the source(s) of fund(s) and the value ($) of each.

5 K. IS THIS APPLICATION SUBJECT TO REVIEW BY STATE UNDER EXECUTIVE ORDER PROCESS? a. This application was made available to the state under the Executive Order Process for review on (date). b. Program is subject to E.O , but has not been selected by the state for review. X c. Program is not covered by E.O L. IS THE APPLICANT DELINQUENT ON ANY FEDERAL DEBT? (IF YES, PROVIDE EXPLANATION) X No Yes (explain)

6 Table of Contents Executive Summary 1 Air Service Overview 2 Air Service Needs and Deficiencies 2 Passenger Leakage 2 Top O/D Markets Not Served 4 HSV Tops Highest Fares in the Nation 5 Historical Service 6 Efforts to Improve Air Service and Recapture Leakage Market 7 Market Research 7 Air Service Budget 7 Promotional Campaigns and Programs ( ) 7 Strategic Plan 8 Primary Goals: 8 Objectives: 8 Plan Implementation and Funding 9 Public/Private Partnership 9 Funding Overview 9 Community and Airport Participation 11 Airport Marketing Program 11 Marketing Budget and Schedule 11 Funding Assurances 13 Legal Sponsoring Entity 13 Conclusion 13 Previous Grants 14 Community Overview 15 Appendix A: Letters of Support 19

7 Allegiant Air 20 City of Huntsville, Mayor s Office 21 Madison County Commission 22 Chamber of Commerce of Huntsville/Madison County 23 Huntsville/Madison County Convention & Visitors Bureau 24 City of Athens, Mayor s Office 25 Limestone County Commission 26 Greater Limestone County Chamber of Commerce 27 City of Decatur, Mayor s Office 28 Morgan County Commission 29 Decatur/Morgan County Chamber of Commerce 30 Decatur-Morgan County Convention and Visitors Bureau 31 City of Madison, Mayor s Office 32 Madison Chamber of Commerce 33 North Alabama Mountain Lakes Tourist Association 34

8 Executive Summary Huntsville International Airport (HSV) serves an 18-county region, which encompasses 12 counties in North Alabama and six counties in South Central Tennessee. Passenger service is provided by four commercial airlines and serves almost 1.2 million customers annually. HSV sits almost equally distant to Nashville and Birmingham airports both of which are served by Southwest Airlines. High fares at HSV continue to drive significant passenger volumes to neighboring Birmingham, AL (BHM) and Nashville, TN (BNA); HSV has maintained a position in the top eight of the highest fare airports in the country as stated by the Bureau of Transportation Statistics Domestic Air Fare report for the past five years. In 2012, HSV conducted a Leakage Study, showing HSV loses about 39% of its market. The primary markets that are recapturing HSV passengers are Birmingham, AL and Nashville, TN, with some leakage to Atlanta, GA, and Chattanooga, TN. Working with existing and potential carriers, the airport has attempted to address leakage. After AirTran launched service, using funds from the 2010 grant, HSV s leakage to other airports was recaptured and fares declined. In fact, HSV dropped as low as eighth on the BTS list of domestic air fares. HSV was one of 16 small communities that lost AirTran service due to the merger with Southwest and we began to see an increase in market leakage again. To achieve considerable and long-term air service enhancement, HSV needs a sustainable air service program that is mutually beneficial for the community and the carriers. As a result on June 11, 2013, the board of directors adopted a new incentive program to offer airline incentives up to $2 million. This incentive can be used by multiple carriers, to offset current or future airport costs for a two-year promotional period, with the goal of promoting new passenger service which will reduce the number of passengers driving to other airports. The objective of the program is for the airlines to provide an innovative approach to reduce our leakage. The airline(s) must offer a program which can be readily advertised and substantially reduce the number of passengers driving to alternate airports. The grant will supplement the Airport s established incentive program by offsetting the start-up/station costs and marketing costs. In addition, city leaders are committed to this grant, pledging more than $500,000 in cash from the community as a match to the proposed grant. Key attributes of program: Add new air service resulting in: o Reduced leakage o Increased competition o Increased enplanements o Reduced fares Long-term success will be achieved through: Relieving initial start-up/station costs and marketing costs for new program Leveraging airport s experience in timely and successful implementation of 2004 and 2010 SCASDP grants Strong marketing plan and incentives to support new program Community support of $500,000 1

9 Air Service Overview Air Service Needs and Deficiencies The air service needs and deficiencies come from three main areas: 1. Significant leakage 2. Unserved markets 3. Highest fares in the nation Passenger Leakage HSV passengers are primarily driving to BNA and BHM, however we are losing passengers to Atlanta and Chattanooga as well because they are able to obtain more competitive fares and non-stop destinations (see Exhibit 1). Very few communities share the unique geographical location that HSV has with low fare service from both Southwest Airlines and Frontier Airlines in close proximity of its airport. Exhibit 1: 2013 Airport Market Share of Huntsville Passenger Leakage To measure drive traffic, a monthly analysis is conducted of cars registered in HSV s 18-county service region parked in the BHM and BNA airport parking lots (see Exhibit 2). The following chart is a sampling of the average number of cars, from the HSV service region, parked weekly in the BNA and BHM parking lots. A special survey is also conducted on holidays such as Thanksgiving and Christmas to specifically gauge leisure travel. As noted on Exhibit 2, with the presence of AirTran and non-stop service to BWI and MCO, our drive traffic declined. However, with the loss of AirTran and the non-stop service the drive traffic increased. The drive traffic trend usually corresponds with the passenger traffic at HSV. 2

10 Exhibit 2: Huntsville Vehicle Tag Analysis *Estimated yearend total number of vehicles for 2013 HSV has non-stop service to nine airports in eight cities (see Exhibit 3). Exhibit 3: Current Air Service Map July

11 Top O/D Markets Not Served Year-ending fourth quarter 2012 shows that more than 50% of HSV s top 10 destinations are not currently served with non-stop service, with Baltimore and Orlando topping the list (see Exhibits 4 and 5). Exhibit 4: Top 10 O&D Markets Ranked by Passengers, YE4Q12 Annual Rank Destination Passengers Currently Has Non-Stop Service? 1 Baltimore, MD 85,457 No 2 Washington, DC (National) 66,864 Yes 3 Orlando, FL 55,849 No 4 Los Angeles, CA 33,791 No 5 Houston, TX (George Bush Intc.) 30,333 Yes 6 Dallas, TX (Dallas/Ft Worth) 30,088 Yes 7 Boston, MA 28,031 No 8 Denver, CO 24,604 Yes 9 Charlotte, NC (Douglas) 24,386 Yes 10 Chicago, IL (O Hare) 22,846 Yes Source: DOT DB1B data via Diio Mi Internet-Based Aviation Data Tool as of YE 4Q12 Exhibit 5: Current Air Service Details, Scheduled for July 2013 Airline Destination Equipment Type Flights / Day Seats / Day American Dallas/Fort Worth, TX Narrow-body Jet American Chicago-O Hare, IL Regional Jet 2 94 Delta Atlanta, GA Narrow-body Jet Delta Atlanta, GA Regional Jet Delta Detroit, IL Regional Jet United Denver, CO Regional Jet 1 50 United Washington-Dulles, VA (IAD) Regional Jet United Houston-Intercontinental, TX Regional Jet United Chicago-O Hare, IL Regional Jet 1 50 US Airways Charlotte-Douglas, NC Regional Jet US Airways Washington-National, DC Regional Jet US Airways Washington-National, DC Regional Jet Source: Diio Mi Internet-Based Aviation Data as of 07/12/13 4

12 HSV Tops Highest Fares in the Nation The latest Bureau of Transportation Statistics report shows HSV to be the highest fare airport in the country for 3 rd and 4 th quarters of 2012, and in the 1 st quarter of 2013 (see Exhibit 6) while hovering in the top tier for the past five years. In fact, HSV s average fare of $543 is 43% higher than the national average of $379 while HSV is 33% higher than BHM and 47% higher than BNA (see Exhibit 7). Exhibit 6: Highest U.S. Domestic Average Itinerary Fares 1 st Quarter 2013 Note number on bar chart represents HSV ranking per quarter by BTS Exhibit 7: Highest U.S. Domestic Average Itinerary Fares 1 st Quarter 2013 Source: Bureau of Transportation Statistics report ( 1 st Q2013) Methodology: Top 100 Airports* Based on 2013 U.S. Originating Domestic Passengers. Fares based on domestic itinerary fares, roundtrip or one-way for which no return is purchased. Fares are based on the total ticket value which consists of the price charged by the airlines plus any additional taxes and fees levied by an outside entity at the time of purchase. Fares include only the price paid at the time of the ticket purchase and do not include other fees paid at the airport or onboard the aircraft. Averages do not include frequent-flyer or zero fares or a few abnormally high reported fares. Not including Alaska, Hawaii or Puerto Rico. 5

13 Passengers at HSV experience some of the highest fares with regards to walk-up fares (last minute fares). See sample of walk-up fares below (see Exhibit 8). Exhibit 8: Sample Current Comparison of HSV Walk-up Fares HSV BNA BHM HSV Higher/Lower BNA/BHM (Average) Washington-National, DC $1,762 $314 $936 $625 65% Newark, NJ $1,020 $740 $350 $545 47% Dallas/Ft Worth, TX $704 $372 $220 $296 58% Baltimore, MD $616 $376 $356 $366 41% Orlando, FL $544 $364 $410 $387 29% Source: Sabre fare quotes pulled July 16, 2013 for travel outbound on July 16, 2013 and return July 19, 2013 Historical Service HSV has experienced a change in traffic as the market has responded to changes in air service (see Exhibit 9). Low fare service and non-stop destinations have positively impacted passenger traffic. Exhibit 9: Enplaned Passengers Past Five Years ,306 Allegiant Air May 2007 October , , ,210 AirTran May 2010 August ,272 Source: Huntsville International Airport 6

14 Efforts to Improve Air Service and Recapture Leakage Market Market Research This community has been extremely active since 1995 in the pursuit of new air service and competitive airfares. Below is a list of such efforts. Community Efforts Conduct Focus Groups, 1994 Current Conduct Annual Passenger Survey, 1994 Current Conduct Annual Drive Market Survey, 1998 Current Conduct Monthly Car Tag Analysis, 1995 Current Conduct Annual Drive Market Analysis, 1998 Current Conduct Weekly Competitive Airport Fare Analysis, 1994 Current Established Regional Partnership Council, 1991 Current Established Business Travel Council, 1998 Current Make Presentations to Existing Airlines, 1996 Current Provide Start-up Incentives to Airlines for New Non-stop Service, 1996 Current Created Incentive Program for Sister-city Fare Matching, 2000 Current Applied for DOT Air Service Grants, 2003, 2004, 2006, 2010 Recipient of DOT Grant and Created Huntsville Hot Ticket Program, 2004 Conducted Campaign for US Airways Fare Reduction Program for 25 Cities from HSV, 2006 Created Travel Assistant Program Huntsville Hot Ticket Line, 2008 Recipient of DOT Grant and Attracted AirTran, 2010 Air Service Budget Annually, the Airport allocates about $782,000 to support air service efforts which includes airport staff, advertising, airline meetings, and marketing programs. Through the years the Airport has invested nearly $6 million in waived airport fees, advertising campaigns and other concessions to incentivize new air service and competitive fares. This grant request will not replace these funds but will be used to supplement our ongoing efforts. Promotional Campaigns and Programs ( ) In addition to the items listed above, the Airport has created unique promotions and programs to serve both business and leisure travelers in our service region. Huntsville Hot Ticket and Travel Assistant Program - A free information and ticket booking service provided through Huntsville International Airport. If passengers need help from a real person with questions about booking a ticket, group travel, or the latest airline rules and regulations, our Hot Line ( ) connects them directly to a travel specialist. This complementary service receives over 2,200 calls a month from passengers seeking assistance DOT Grant for AirTran service to MCO and BWI The 2010 grant was used to attract service to MCO and BWI by AirTran. The service was launched and impacted our community with an average 50% reduction in fares to those markets, and BWI and MCO grew to our number one and two top destinations, respectively. 7

15 Strategic Plan The objective of the grant request is to fund start-up/station costs and marketing efforts for the airlines to provide programs that will reduce the number of passengers driving to alternate airports. The airline can be any carrier currently serving the market or a new entrant such as Allegiant Air, which has provided a letter of support with this application. The airline must offer a program which can be readily advertised and substantially reduce the number of passengers driving to alternate airports. The airline must implement a program that is mutually beneficial for the community at large for either leisure or business travelers. This grant can be used to fund new programs by multiple airlines in our market. The $1,500,000 grant supplemented with the $500,000 grant from the City of Huntsville will be used to offset the startup/station costs which could include but not limited to ground handling, salaries for new employees and marketing costs for any carrier that implements a program that reduces our passenger leakage. Primary Goals: The community has three chief goals for seeking a small community air service development grant and can be accomplished by the following plan. 1. Recapture leakage prevent leakage from increasing and threatening existing service. 2. Increase enplanements in order to attract new service and maintain existing service. 3. Increase awareness of competitive fares at HSV as compared to competing airports. Objectives: 1. Fund incentives (start-up/station costs - including but not limited to ground handling, employee salaries, marketing/promotional costs) for the airlines to implement programs that will create fare parity with competing airports. The programs are targeted at retaining HSV passengers in our service region, not attracting passengers from other areas. 2. Fund local marketing and promotional programs to create awareness of airline fare programs and competitive air fares. Our airport branding has suffered from the negative publicity with the BTS rankings thus creating a perception that low fares do not exist in our market. This marketing program will be crucial in helping retain our passengers. 8

16 Plan Implementation and Funding Public/Private Partnership The City of Huntsville and the Huntsville Industrial Development Board have formed a partnership to provide financial support for air service development. They supported the 2010 grant and are partners with this application as well. In addition, we have two active airport community support groups. These groups include the Regional Partnership Council and the Huntsville International Airport Business Travel Council. The Regional Partnership Council, formed in 1991, includes elected officials, chambers of commerce, tourism agencies and corporations from the 18-county service region of the airport. The Regional Partnership Council s mission is to create an environment of ownership for the HSV facilities, to promote strong working relationships and to encourage information and resource sharing among the Tennessee Valley communities in the HSV service region. The Huntsville International Airport Business Travel Council assists the airport in air service development efforts and currently has 80 active members throughout the region. Funding Overview As detailed below, to secure service from our carriers the community is committing $500,000 in cash towards the start-up/station costs and marketing costs, while the airport will pledge up to $2,000,000 in incentives. On June 11, 2013 the HSV board of directors adopted new incentives for the air service development program (section 10) in the Statement of Policy, Regarding Airlines Use and Occupancy of Airport Facilities - FY2014. Section 10 Air Service Development Program The Authority has instituted an incentive program for Airlines willing to start new service from the Airport. The Authority will consider modifying the incentives or granting new incentives for proposals from Airlines which will advance the Authority s goal of promoting new passenger service to a greater number of destinations, service which will reduce the number of passengers driving to other airports from the Airport s service area and cargo service which will promote international air commerce. The Executive Director shall have the authority to modify existing incentives and implement new incentives promoting the stated goals. Any new or modified incentives will be offered to all air carriers. The incentives amounts stated below are generally available to the first Airline or Airlines to qualify for the passenger incentives and for the cargo incentive respectively. The manner in which the said amounts are utilized and distributed shall be at the sole discretion of the Authority and will be documented in an agreement with each qualifying Airline. A. Passenger Service Incentives The Authority is amenable to granting new incentives for proposals from Airlines which increase enplanements at the Authority by reducing the number of passengers driving from the Airport 9

17 service area to other airports. The amount of any such credit, to be determined in the Authority s sole discretion, will be based on the increased numbers of passengers taking advantage of the proposed service. In order to qualify for an incentive an Airline must offer a program which can be readily advertised and which substantially reduces the number of passengers driving from the Airport s service area to other airports. To qualify for such an incentive an Airline must provide a detailed written proposal which results in a written agreement entered into by the Airlines and the Authority. The maximum amount of all incentives available from the Authority for Air Carrier Airlines for Fiscal Year 2014 is TWO MILLION AND 00/100 DOLLARS ($2,000,000). Thus HSV is requesting a $1,500,000 grant to supplement local start-up/station costs and marketing costs. Community Airport DOT Fund Uses Cash In-Kind Cash In-Kind Grant Total Marketing $500,000 $500,000 Incentives $2,000,000 $2,000,000 Start-Up/Station $500,000 $1,000,000 $1,500,000 Costs Total $500,000 $2,000,000 $1,500,000 $4,000,000 10

18 Community and Airport Participation Community Participation The community participation will include $500,000 towards the program(s) from HSV. Airport Marketing Program HSV will implement a comprehensive marketing campaign surrounding new programs at the airport, including: Traditional Media Coverage o Host roll-out media event o Disseminate national news wire coverage for launch of service o Visit regional talk shows and editorial boards to discuss service o Keep new service continuously in the news throughout 18-county service region (print, TV, radio, online) Social Media Exposure o Mention weekly the new service across HSV social media channels o Build exclusive social media campaign surrounding new service o Host social media contests for airline voucher giveaways o Cross promote service with corporate and community social media streams o Educate local and travel bloggers to generate articles on new service o Feature new service on HSV blog Direct Marketing o Sponsor $50,000 in airline voucher giveaways through Huntsville Hot Ticket 32,000 membership o Advertise monthly in Huntsville Hot Ticket enewsletter and website o Advertise in baggage claim area and along the terminal at HSV Community Outreach o Develop and distribute marketing materials to Chambers of Commerce, corporations, tourism agencies and travel agents in 18-county service region o Distribute giveaways promoting the new service at tourism information booths o Feature service in all speaking engagements and tours (approximately two per month) o Attend and promote service at large-scale community events o Engage community and business leaders to be ambassadors for the new service o Solicit feedback from passengers on service quarterly to determine services effectiveness Marketing Budget and Schedule Exhibit 10 contains a detailed marketing plan to launch the program to reduce drive traffic. 11

19 Exhibit 10: Marketing Plan 12

20 Funding Assurances HSV will be the coordinator between the public/private partners for the DOT grant. As well, HSV will take responsibility for the grant funds. Legal Sponsoring Entity Huntsville-Madison County Airport Authority (Huntsville International Airport HSV) 1000 Glenn Hearn Blvd., Box Huntsville, AL Contact: Richard Tucker, Executive Director, Conclusion Per the DOT order soliciting Small Community Air Service Development Program proposals, Huntsville International Airport should be given priority consideration for this grant by having met the criteria as set forth in the order soliciting proposals as follows: 1. BTS reports HSV has the highest average air fares in the country 43% higher than the national average; and 2. The community will provide 25% of the cost of the program; and 3. The City of Huntsville and the Huntsville Industrial Development Board is a public-private partnership formed to initiate programs with the carriers to improve air fares and substantially reduce the number of passengers driving from the airport service area to other airports. 4. This grant will provide material benefits to a broad segment of the traveling public including businesses, educational institutions, and other enterprises. 5. This grant will be used within a two-year period upon receipt of the award and carrier agreement to provide program/service as described above. The project timeline will include one year for finalizing agreements with the carriers. The next phase will include the announcement of the program/service, start of program/service and then the marketing campaign. It is anticipated that the payout, to the carrier(s) will happen on a monthly basis. 13

21 Previous Grants The current DOT grant application represents a new project and is not concurrent with the 2004 or 2010 grants. The new grant is justified based on the service deficiencies out of HSV and the grant would go towards off setting start-up risks and station costs for new or incumbent carriers The 2004 grant was for funding to build a fare alert marketing system Huntsville Hot Ticket. We have been able to highlight hot fares for top destinations and provide information on airline low fare weekend getaways. The development and implementation of the Huntsville Hot Ticket system and site went very well; and the program developed in a timely manner (3Q 2005) and within budget. As well, we supplemented the program four years later with a Huntsville Hot Ticket Line ( ) to assist passengers at no cost to them in finding hot fares and deals in and out of Huntsville. The infrastructure created for Huntsville Hot Ticket is still utilized today for direct marketing to nearly 32,000 people The 2010 grant was funding for a revenue guarantee for low cost non-stop service to Orlando and Baltimore. AirTran announced service and once the service was added our fares to MCO and BWI decreased on average 50%, as well these two markets rose to the number one and number two destinations out of HSV. AirTran s service was so successful our BWI passenger market grew 134% and MCO grew 31%. During AirTran s presence HSV moved as low as number eight, on the air fare list, as ranked by the BTS. When Southwest merged with AirTran, HSV was one of 16 small communities that lost their AirTran service, thus bringing our market full circle with the loss of non-stop service and the climb back to the highest air fares in the U.S. 14

22 Community Overview The Huntsville Metropolitan Area continues to gain recognition as a community hot bed to live, work and play. Below is a partial list of recognitions: Madison named one of Family Circle's 10 Best Towns for Families June 2013 Huntsville named 2013 Playful City USA May 2013 Huntsville named one of 10 great places to be inspired by innovation April 2013 Huntsville named among the nation's Top 20 strongest economies April 2013 Alabama rated #2 state for small business friendliness April 2013 Huntsville named among Metro Magnets Index "Fastest Growing U.S. Cities November 2012 Huntsville/Madison County, Alabama, is geographically near the center of the southeastern United States with more than 430,000 people in the Metro area. Madison County and its surrounding counties form a thriving regional market with a population of more than one million people. This metro area has strong growth in population, employment, annual pay and labor force (see Exhibit 11). The Huntsville community serves as the primary economic engine for the northern Alabama and southern Tennessee region. Since the early 1950s, Huntsville has been one of the nation s principal centers for space and defense technology. Home to the work of Dr. Wernher von Braun and America s rocket development programs, the Huntsville community and Redstone Arsenal became the location of choice for the country s best and brightest aerospace engineers and scientists. Rocket City USA, as the region was known, gave original meaning to the term rocket science. The strong economic base of this community requires connectivity to the world at competitive fares. Exhibit 11: Metro Area Growth 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Metro Area Growth % 11.1% 29.0% 14.0% Source: Chamber of Commerce of Huntsville/Madison County 15

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26 Appendix A: Letters of Support 1. Allegiant Air 2. City of Huntsville, Mayor s Office 3. Madison County Commission 4. Chamber of Commerce of Huntsville/Madison County 5. Huntsville/Madison County Convention & Visitors Bureau 6. City of Athens, Mayor s Office 7. Limestone County Commission 8. Greater Limestone County Chamber of Commerce 9. City of Decatur, Mayor s Office 10. Morgan County Commission 11. Decatur/Morgan County Chamber of Commerce 12. Decatur-Morgan County Convention and Visitors Bureau 13. City of Madison, Mayor s Office 14. Madison Chamber of Commerce 15. North Alabama Mountain Lakes Tourist Association 19

27 Alleg iant Air Huntsville International Airport 20

28 City of Huntsville, Mayor s Office Huntsville International Airport 21

29 Madison County Commission Huntsville International Airport 22

30 Chamber of Commerce of Huntsville/Madison County Huntsville International Airport 23

31 Huntsville/Madison County Conve ntion & Visitors Bureau Huntsville International Airport 24

32 Cit y of Ath ens, M ayo r s Office Huntsville International Airport 25

33 Limestone County Commission Huntsville International Airport 26

34 Greater Limestone County C hamber of Commerce Huntsville International Airport 27

35 City of Decatur, Mayor s Office Huntsville International Airport 28

36 Morgan County Commission Huntsville International Airport 29

37 Decatur/Morgan County C hamber of Commerce Huntsville International Airport 30

38 Decatur-Morgan County Convention and Visitors B ureau Huntsville International Airport 31

39 City of Madison, Mayor s Office Huntsville International Airport 32

40 Madison C hamber of Commerce Huntsville International Airport 33

41 North Alabama Mountain Lakes Tourist Association Huntsville International Airport 34