By Terri Harber, Roswell Daily Record — Officials at Roswell City Hall and the Roswell Air Center have been trying to find the best — and quickest — way to increase the number of passengers on flights between the air center and Denver International Airport by mid-January.
If these efforts are unsuccessful, the number of these flights could be cut, according to city officials attending the Roswell Finance Committee meeting on Nov. 5.
United Airlines and its regional partner, SkyWest Airlines, have been offering this route since February. Currently, there are two flights back and forth between the two airports each day.
This week, members of both the Finance Committee and Airport Advisory Commission have recommended to the city council that marketing of this route be intensified.
Specific marketing options have been presented by staff: One highly targeted method and another with wider messaging.
He also warned that with the holidays coming, starting as soon as possible is essential because it is high-traffic time for air travel.
He also warned that with the holidays coming, starting as soon as possible is essential because it is high-traffic time for air travel.
If the route doesn’t attract more passengers, “we’ll lose United,” Heldenbrand stressed.
Omar Gonzalez, the airport’s deputy director, had told members of both city advisory groups that news about a state grant is forthcoming that could help pay for such a marketing campaign. Gonzalez has been working with city staff to retain the services of a marketing contractor that works with the city on other campaigns.
T.J. Conyers, the city’s special event supervisor, pointed out that because the timeline is so short, wide-ranging messaging would have more of an impact than selective marketing.
Jon Hitchcock, who chairs the airport commission, said they voted to recommend the more targeted method on Tuesday. Gary Foss, a consultant to the air center, made the suggestion to the airport commissioners on Tuesday.
After further discussion, the Finance Committee voted to recommend that the full city council consider using the provider the city already has. Finance Committee Chair Kurt Gass asked that the amount provided for this marketing be $50,000. The vote was 5-0 in favor.
The plan is to have this item placed on the Aug. 12 meeting agenda of the Roswell City Council so a marketing campaign can begin fast, perhaps as early as on Friday, if the councilors vote in favor of the recommendation.
Share this story and start a conversation
