marchapril2021 - 30

BRANDING
Trent Moyers, Airport Director of
Pangborn Memorial Airport (KEAT)
in East Wenatchee, WA knows this
narrative well. After the local FBO
Wings of Wenatchee closed its doors in
2011, Pangborn Memorial Airport was
left with creating the roadmap for an
airport-run FBO.
" If you want the FBO to be a profit
center, every effort should be made
to maximize its potential. Make the
capital investments that will make a
difference. Give your staff the tools
they need to operate safely, efficiently,
and successfully. Avoid the mindset of
operating the FBO because you 'have
to,' operate it like a business intent on
turning a profit, " Moyers said.
Trent Moyers, Airport Director
of Pangborn Memorial Airport

Gateway Airport is a larger air carrier
airport with several air carriers, Gateway
Aviation Services, the airport-operated
FBO, provides all FBO and line services
on airport: no small task considering
the airport's size and complexity. The
private-sector mentality that Nebgen
brings to Gateway Aviation Service's
shows in their marketing efforts. In
addition to the FBO's separate branding
- a common theme among well-run
public sector FBOs - Nebgen notes
participation in industry events is crucial.
Says Nebgen, " While we have always
participated in industry events such as
NBAA BACE and S&D, in the past few
years we've expanded our participation
to include industry events focused
on military f light operations. " That
outreach to the military community is
immediately evident when one visits

was no marketing, very poor customer
service, outdated and unsafe equipment,
rundown facilities, and no vision for the
future. Despite this, the FBO resulted
in 90 percent of the airport's revenue. "
The airport concluded the greater
impact mathematically was for the
airport to concentrate on the FBO and
grow that 90 percent share of the revenue
by 10 percent, rather than try to grow
the remaining 10 percent of the airport's
revenue by 10 percent. " Starting with
our customer service and equipment
issues that plagued the operation, our
course correction immediately showed
results with significant growth in fuel
sales and ancillary revenues. As the
culture shifted amongst the staff, the
airport board moved forward with plans
to replace the 90-year-old hangar and
70-year-old terminal with a state-of-

PHOTOS PROVIDED BY DOUG WILSON

Southwest Wyoming Regional
Airport's Brubaker began a
robust marketing push of the
newly branded Sweetwater
Aviation FBO through industry
conference attendance and
online marketing efforts to
begin attracting new clients.
PHOTOS PROVIDED BY DOUG WILSON

Matt Nebgen, Director of
Gateway Aviation Services
at Phoenix-Mesa Gateway
Airport

Gateway Aviation Services, as honors
and recognition plaques from the
various squadrons that now regularly use
the airport adorn the walls of the FBO.
PHOTOS PROVIDED BY DOUG WILSON
Southwest Wyoming Regional
Airport (KRKS) in Rock Springs,
Matt Nebgen, Director of Gateway Wyoming has operated its FBO for
Aviation Services at Phoenix-Mesa
decades, but it wasn't until 2015 when
a new approach yielded the right results.
Gateway Airport (KIWA) agrees
with Moyers' mindset. " Always adopt Airport Director Devon Brubaker said,
a mentality to compete in the open " For the first 70 years of our FBO's
market. Find ways to adapt the inherent
existence, it merely served as a gas
government way of doing things, " station for anyone needing fuel when
Nebgen said. While Phoenix-Mesa
they stopped in Rock Springs. There

30 \ AIRPORTBUSINESS / MARCH/APRIL 2021

the-art terminal and hangar facility
that could support the industry's largest
corporate jets, " Brubaker continued.
" We worked with the FAA, WYDOT,
and the Wyoming Business Council to
secure funding to cover all but $30,000
of the $5.68 million cost of the project.
Prior to starting construction in 2017,
the Airport Board decided to brand
the FBO separately from the airport.
With plans to eventually change the
airport name, completed in 2018, it was
important locally to keep the name of
the County somewhere in the branding,
hence Sweetwater Aviation brand was
created for our FBO. "
Similar to Nebgen's feedback
regarding industr y involvement,
Devon Brubaker,
Airport Director,
Southwest
Wyoming
Regional Airport
PHOTOS PROVIDED BY DOUG
WILSON
marchapril2021

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