Officials Begin Airport Business Plan Discussion

ROGERS — Stakeholders met Monday with representatives of RA Wiedemann & Associates Inc., the company selected to design a business plan for Rogers Municipal Airport. Their goal was to find the strengths, weaknesses and opportunities of the facility.

Randal Wiedemann led the three-hour discussion.

“We’re here to begin what will likely be a six-month project to prepare a business plan that fits the needs, space and location of this airport. You already know the answers,” Wiedemann said.

At A Glance

The Airport Business Plan

Rogers airport commissioners began discussion earlier this year about devising a business plan for the airport. The two most important reasons were: increasing airport revenue and to move the airport forward. In May, the commissioners hired RA Wiedemann & Associates, agreeing to pay the company $117,534 to conduct surveys; analyze the airport market; review financial data and business climate; and prepare and present a business plan. The process is expected to take about six months and the plan, which will include a marketing strategy, should be presented in January.

Source: Staff Report

It didn’t take the group long to list several airport strengths. The group recognized the airport’s location; that 300 of the top Fortune 500 companies have a presence in Northwest Arkansas; and that $22.5 million has been spent on airport improvements since 2005.

Steve Glass, city planning and transportation director, noted Northwest Arkansas’ quality of life — with museums, recreation opportunities — and that Rogers is a retail destination.

Those attending found nearly as many weaknesses as strengths.

One shortcoming mentioned was the failure to market the airport outside the region.

“We never really tried to push the airport. There are people who live in Rogers and don’t know where the airport is, and we have never tried to get our name out there as a great, general aviation airport,” said Gary Jackson, airport commissioner.

Some attending said many people think of the airport like a yacht club, that it is for rich people or for Walmart. They don’t understand the amount of business the airport brings to the area.

“We have some recreational fliers, but for the most part, this is a business airport,” said David Krutsch, airport manager.

Other weaknesses acknowledged: there is no reason for people to go to the airport because of a lack of attractions or a flight school; there is no repair and maintenance shop; the 6,000-foot runway is not long enough for larger, heavier jets; and hangar leases are at capacity.

The group identified several opportunities of which the airport might be able to take advantage.

“The four cities are working on an eastern corridor that will connect south Fayetteville with U.S. 62 in Rogers. The corridor will run right in front of the airport,” said Greg Hines, Rogers mayor. “I think Northwest Arkansas is poised for growth and that increases our opportunities to showcase Rogers and the airport.”

Jim Hall, a businessman and member of the Airport Commission, said demographics in the area are changing to the advantage of Rogers.

“We used to be on the far end of the metropolitan statistical area, now we are about in the middle. There is a demographic shift to the northern part of the (area) and people are moving here,” Hall said.

The Northwest Arkansas Regional Airport was seen as a threat to the improvement of the Rogers airport.

“While XNA is a passenger- and freight-based airport, we are still in competition when it comes to attracting aviation-type businesses to the area. They have two, 8,800-feet long runways, and vacant buildings on airport property ready for leasing,” Krutsch said.

Other threats include reduced funding from state and federal sources and the stability of the general economy.

“We got great input from a good cross section of people,” said Ray Hobbs, chairman of the Airport Commission. “This was just what I was hoping for when we decided to develop a business plan for the airport.”

Rick Townsend, owner of Blue Sky Aviation of Northwest Arkansas and who leases a hangar, thought the process worked well.

“In a nutshell we were able come up with a vision of the future of this airport. I think we are going in the right direction. It was great to kick around ideas and think outside the box,” said Hall.

“I think this meeting allowed us to see the possibilities. If we are going to continue to grow, we need to be thinking about, and working toward, the things that will made this airport and this region better,” Hall said.

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