Jetrader - January/February 2011 - 8

Secondly, I would like to see more media involvement. I think that one thing this organization is lacking is a focused media approach. We get some media attention at these functions. I think that if we actually worked on this, we could get more of the world’s media to come because the people who speak at the ISTAT events are industry leaders. If you looked at the speakers at last year’s spring event, most of them were CEOs or presidents of their companies. So if the media knows that this kind of horsepower is going to come to a meeting and they are going to speak, and make news, the media are going to be there to cover it. So, we haven’t done our best at that one, and I’d like to see us do better on that. Thirdly, I’d like to see us brand the spring event as the U.S. Airshow. This is a really important issue. If you look at Farnborough or Paris, whether you’re an OEM, or anyone connected with the aviation industry, if you want to participate, the ﬁrst thing you are asked to do is fund something on the order of a multi-million-dollar chalet. And that chalet gets you the opportunity to talk for 10 or 20 minutes with a customer who wanders through the door before you are bombarded with another customer. The ISTAT spring event is incredibly efﬁcient from that standpoint. All the manufacturers are there; all the leasing companies are there; some of the airlines

attend, which is one of my reasons for wanting to have more airlines attend this. I think it is obvious that many people don’t come here for the conference sessions; they come here because it’s an efﬁcient way to meet with people in the industry. There are people here right now [at the ISTAT European Conference] who haven’t come to a single session and have rooms downstairs where they are having business meetings with people. Now think about spending $1,000/day to rent a room here and have business meetings or $3 million for four days at Paris or Farnborough. This is incredibly efﬁcient. So if we can brand the spring meeting such that it has the attraction of an airshow, I think we can get a lot more participation, we’ll be a lot bigger and we’ll have a lot more impact on the industry.

very focused on the results. We can have modest expectations to start with, but we need to have some goals. We need to decide on whether or not we are achieving those goals. Hopefully we will grow very robustly in Asia as a result of meeting those goals.

JT: When you’re not working, what occupies your time?
JO: When I’m not working, I love to stay home. At some time in my life I think I held several airline mileage accounts that were well over 2 million miles each. My idea of a great vacation is staying home and reading a good book. I don’t mind wandering out on the golf course, which happens to be pretty much right next to my home, and play some golf or go skiing in the wintertime or do some other fun things with my wife, including gardening. For the most part, I enjoy being home rather than being away. That may sound a little goofy, but one of the really good experiences I’ve had working for the Boeing company is that as a very young engineer, I was assigned to travel around the world and talk to a lot of people. I’ve been doing that now for almost 40 years. There isn’t a place I haven’t been or a person I haven’t talked to in this industry. I don’t need another trip. I don’t mind the being there—the getting there is somewhat tedious, but should improve greatly with the aviation industry’s newest products!

JT: In what areas do you think ISTAT could grow as a society in order to meet the needs of the membership?
JO: Fundamentally, I think focusing on airlines would be a good idea. I know we’ve proposed that we have an Asian conference. We have had several forays into Asia. I don’t think we’ve seen a lot of results out of those forays. In other words, I don’t think we’ve seen a lot of Asian participation in ISTAT. We can pursue the opportunity of an Asian conference, but I think we do need to be

In Memory of Morten S. Beyer
Morten S. Beyer, 88, one of the founding members of ISTAT who worked in commercial aviation for more than 60 years as an airline manager, chief executive and industry consultant, died 21 October 2010 at Sibley Memorial Hospital in Washington. Early in his career, Beyer was a senior manager at several airlines including Trans World Airlines, Modern Air Transport and Capital Airlines. He was president of Johnson Flying Service when it was purchased by what became Evergreen International Airlines, a global air-cargo transportation company. In 1974, Beyer established Avmark, an airline marketing and management service where he set standards for appraising airplanes. His clients included Trans World, Continental and American airlines. During airline deregulation in the 1980s, Beyer was tapped to help navigate the bankruptcies of several major airlines, including Braniff International Airways, Eastern Airlines and Pan American World Airways. Beyer sold Avmark in 1993 and founded an aviation consulting company that is now known as Morten Beyer and Agnew. He retired in 2005. Morten Sternoff Beyer was born in New York City and grew up in Spring Hill Farm, a Revolutionary War-era plantation in Virginia. After graduating in 1943 from Swarthmore College in Pennsylvania, he began working for Pan Am in Miami. Last year, he published a memoir, Flying Higher. A review of his book was published in the May/June 2010 issue of Jetrader. Survivors include his wife of 20 years, Catherine Frick Beyer of Washington; three children from his ﬁrst marriage, Nancy Evans of Boston, James Beyer of Missoula, Mont., and William Beyer of Kalispell, Mont.; two stepdaughters, Catherine Randall of Baltimore and Carroll Harris of Norwalk, Conn; two brothers, Donald Beyer of Falls Church and Richard Beyer of New York; and 13 grandchildren.

8 The ofﬁcial publication o the Inte n tional Society of Transport Aircraft Trading ion of International nterna y Transport ns o Trading ding g

Jetrader - January/February 2011

Table of Contents for the Digital Edition of Jetrader - January/February 2011