Research Results Show Mobile Regional and Brookley Complex on the Right Track - Improvements to Continue
Today, the Mobile Airport Authority completed a comprehensive and extensive research effort to better understand the needs, wants and expectations of the local community as well as the community’s current perceptions of the Mobile Regional Airport (Airport) and the Brookley Industrial Complex (Complex). The research results illustrate, for both the Airport and the Complex, that although there are areas for improvement, the Mobile Airport Authority is on the right track.
According to research results, Mobile Regional Airport performed well on all aspects that survey participants identified as “important,” concerning why individuals choose an airport, including: overall value, on-times performance and delays, speed of getting through security, courtesy and friendliness of TSA personnel, cost of parking, ease of airport parking, courtesy and friendliness of airline check-in personnel and convenience of getting to the airport. As expected, the only area designated as “important” by survey participants and performing below average was fares. The Airport achieved lower performance scores in areas survey takers identified as less important, including: having free wireless internet, infrastructure around the airport, décor and ambiance of the airport, selection of restaurants, variety of shops available, number of flights a day, airline equipment, non-stop service and availability of amenities.
Survey results also indicate that Mobile Regional Airport continues to improve. Of those that fly from Mobile, two to one believe it is improving rather than staying the same with passengers that fly Mobile Regional having a better opinion than those who have not flown or not flown recently from Mobile. By a six to one margin, frequent flyers see Mobile Regional as improving as compared to declining.
Many of the above mentioned low-score areas, such as free wireless internet and décor of the airport, were already being addressed prior to this research initiative as part of the Airport’s regular improvement program. These projects should continue to improve the décor and ambiance in-terminal as well as the aesthetics of the Airport exterior. Projects include the installation of new, brighter lighting and ceiling tiles throughout the airport, the addition of modern furniture, landscaping of Airport grounds and the repaving of all public parking lots including the addition of canopies, new ticketing equipment and larger signage. To further improve the passenger experience, Mobile Regional also now offers free wireless internet service.
The depth and breadth of Mobile’s air service options also continues to grow over past months with two additional daily flights on Delta Airlines to Atlanta, one aboard a 142-seat large mainline jet, and an additional flight on American Eagle to Dallas/Fort Worth. Mobile Regional now has 50 daily flights to five non-stop destinations, an increase of eight percent over the same period last year. In June 2009, the Airport had 12% more passengers traveling through the airport than in the same period last year.
According to the Mobile Airport Authority Executive Director, Bill Sisson, “this data has reconfirmed the validity of MAA’s goals for the Airport. Management has three primary goals: to provide a safe, comfortable and convenient airport terminal environment; to offer the level of air service the community deserves; and to increase the level and breadth of community support for our hometown airport.”
Research was also conducted to better understand the needs and wants of Brookley tenants, Brookley sub-tenants, potential tenants and local realtors. Survey participants almost unanimously agreed that there is great potential for Brookley due to its unique logistics infrastructure and location. Brookley’s aesthetics, including some old buildings and aged roads, were addressed as areas where Brookley should improve. Conversely, Brookley’s recent landscaping upgrades, flexible building and land configurations, and the Authority’s aggressive recruitment of the Tanker contract were viewed very positively.
As the Authority continues to implement Brookley’s master plan, these findings will help Brookley direct its resources towards increasing awareness of Brookley’s competitive advantages, as well as prioritizing improvements projects.
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