Telluride Regional
Airport:
About Telluride Regional Airport
Recognized as an outstanding airport by the Colorado Pilots Association, Telluride Regional Airport sits at 9,070 feet above sea level, offering breathtaking views of Telluride and the San Juan Mountains. The Telluride Regional Airport currently serves private and charter aircraft, as well as commercial flights between Denver, Phoenix, and Telluride on United and Denver Air Connection. The airport is located seven miles from the Towns of Telluride and Mountain Village.
The Challenge Before the Telluride Local News
A few years ago, the biggest problem the Telluride Regional Airport was struggling with was building up their commercial passenger air travel business. Location, elevation, price, and weather were major obstacles for securing a reliable airline partner and offering quality air service to the Telluride region.
Locals just weren’t flying in and out of Telluride like the operation hoped they would. The airport didn’t feel like an embraced part of the community. It was such a struggle to get folks to consider flying locally.
“There was a bit of an ‘us vs. them’ mentality between the community and the airport,” explained Telluride Regional Airport/FBO Manager Kenny Maenpa. “Locals felt the airport was for the private aircraft operators only. People weren’t buying the convenient flight out of Telluride.”
Lower commercial passenger usage in turn created a second obstacle: selling advertising to generate revenue.
“At larger airports, advertising is often a major revenue stream,” said Maenpa. “But for Telluride Regional Airport, although advertising was beneficial, it wasn’t a big revenue source. Advertising was always an afterthought because the lower foot traffic didn’t produce enough visibility to show benefit and value to potential advertisers.
So, there was a lot of opportunity for the airport to grab this low hanging fruit and expand their commercial traffic and increase advertising revenue.
Why Telluride Regional Airport Partnered with Telluride Local News For A Solution
Initially, Local NEWS Network Founder and CEO, Laurie Sigilitto, approached the airport about advertising. She took some chances with advertising that paid off. Instead of traditional signage, she introduced digital advertising. The sleek flatscreen displays modernized the terminal and meant total flexibility to make adjustments to content, sell advertising space, and get creative.
Next, when the owners of Telluride Magazine, Deb Dion and Jenny Page, launched the Telluride Local News digital network in businesses across town, Telluride Regional Airport partnered to become a host and advertiser. The package included hosting a digital display in the airport for local Telluride news and advertising and a custom digital video ad that ran on the network.
“The best thing is that it’s more than just advertising ads,” said Maenpa. “Having the local news intermixed with advertising really makes sense and is far more interesting. When people are passing through, waiting for a flight, they enjoy seeing the news updates — that was the selling point. That’s how it really became a success.”
Maenpa feels the partnership is a good spend for advertising and is a more economical solution. Plus, it makes it possible for the airport to support local businesses, local news, and do the right thing for the community. He feels the grassroots effort fits in with the flavor of what makes the Telluride community so special.
Partnering with Telluride Local News Paid Off
The last two years were record breaking for Telluride Regional Airport and they are better than they have ever been, according to Maenpa.
To evaluate their success, the airport looks at the whole package: stable air service, daily flights to Denver and Phoenix, selling fuel, leasing, supporting and lifting up local partners. Maenpa says that in airport management, it’s more than just making money. Being active in and supporting the community is a sincere way to generate business with locals.
He says that once locals try flying local, they love and embrace it. They became fans and opt for the convenient flight. They can see the value of having this type of transportation in their community. They see that it’s for everyone, not just the wealthy. And that when they fly local, they are supporting their community.
“With daily service to Denver, people can connect to the third busiest airport in the world and go anywhere!,” Maenpa exclaimed. “It’s been tremendously successful. But, most importantly, we met our goal to be seen as part of the community.”
Maenpa added: “The local news network is a great model for other small airports and communities. Telluride Local News does a phenomenal job. It’s been a fun journey. And I’m excited to see how we continue to grow in that success.”
Call-to-Action
Local NEWS Network is a media tech company that is reshaping production and delivery of local news and creating a way for businesses to easily and affordably market their products, services, and events to targeted customers with eye- catching branding and engaging video ads. Local relevant news is created by locals, for locals and supported by local an regional advertising. Advertising dollars are then reinvested to keep local news FREE.
To learn more about advertising options and to view our advertising kit, visit our website at www.thelocalnews.us, email sales@thelocalnews.us or call 970.300.3428 x700.