Frederick Municipal Airport Consulting Project
Winokur, Shelly Ann
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Frederick Municipal Airport (FAA Code: FDK) is an asset to the Frederick community and a potential catalyst for business and increased tourism in the Frederick area. Due to its proximity to Washington, DC and Baltimore, MD, FDK is an ideal location for travelers who do not want to deal with the hassle of security, frequent delays and traffic at the surrounding major airports. The airport is owned by the City of Frederick and a Fixed Based Operator (FBO), Landmark Aviation, manages day-to-day operations. The City of Frederick is interested in exploring ways to increase revenue at FDK through current operations and future business possibilities, and create a reputation as the number one corporate executive airport in the Baltimore/Washington area. FDK can explore the following areas to increase the volume of flights and revenue streams: Extend the length of the runway; Build additional hangars to increase rentals; Explore other uses for airport land. To increase the volume of flights and generate increased revenue, FDK should make improvements to its current infrastructure and marketing strategy. As FDK increases its air traffic and grows through new expansion projects, it is critical to maximize revenue generation through strategic marketing and a concerted outreach effort. This marking strategy will help entice additional transient travel operations, encourage local companies to invest in air travel and maximize fuel transactions. In order to do so, local government and Landmark should coordinate to enhance the airport’s online presence and market directly to regional businesses in order to position FDK as the destination of choice for corporate executive travel in the area. This strategic marketing effort could include the following: Improved website content; Improved corporate outreach; Airport Fence; An extended Bus Route to connect FDK to existing public transportation and the surrounding are; Name change and consistent branding strategy to position Frederick Municipal Airport; Increased presence of FDK staff and advocates at industry conferences.
Final project for BUMO758K (Fall 2014). Robert H. Smith School of Business, University of Maryland, College Park.