Lexy Khella, Lexyk@srqmediagroup.com
A racket of noise soars above. It isn’t a bird, or superman, but a plane returning to home base: Sarasota Bradenton International Airport (SRQ). To many, planes are just transportation. On June 27, Fredrick Piccolo, president and CEO of Sarasota Bradenton International Airport, announced their new campaign to change this view of airports: “DO YOU SRQ?” Piccolo stressed the connection between our local economy and the airport. He described the airport as a “local economic engine” that fuels the local economy by generating new jobs, business incentives and taxes. SRQ generates almost $1 billion in economic activity and provides more than 11,400 jobs. In a time of economic recovery, this activity is important and must be maintained by local support because, as Piccolo stated, “when the airport thrives, the community thrives.” Quickly responding to the impending departure of Air Tran on August 12, SRQ has recovered about 95 percent of the seats lost by acquiring new nonstop and direct flights from Jet Blue, Delta and United. The biggest challenge to maintaining the economic fuel SRQ provides is lost traffic, or “leakage.” An estimated 70 percent of Sarasota-Manatee flyers, more than 1.5 million people, choose another airport (usually TPA) over SRQ. SRQ generates an estimated $2.5 million in local sales taxes, but the leakage evaporates an estimated $4.5 million. Leakage costs local jobs, business revenue and taxes, transferring them to the benefit of another community. “Time is money, and it’s time to say enough,” said Piccolo. The solution involves the entire community. “Look at us first,” proclaimed Piccolo. “Part of the way to recover is supporting the local airport services.” The goal is to decrease leakage by 3-8 percent annually over the next five years. The “DO YOU SRQ?” campaign asks the community to pledge their support by checking SRQ flights first, supporting airlines that support Sarasota, even in another airport when necessary, having a corporate travel executive approve travel outside of SRQ and passing on the word to fellow community members. Being able to show airlines that SRQ has thousands of advocates will provide potential companies the evidence of a market they need to invest in. Become a SRQ advocate by downloading the Pledge at http://www.srq-airport.com/do-you-srq.aspx