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From page 55... ... Evaluation of Fuel Services at the Airport 57 Chapter 4 Airport Self-Check 57 4.1 Introduction to the Self-Check 57 4.2 Airport Activity 61 4.3 History of Fuel Services and Sales at Airport 62 4.4 Airport-Owned Fueling Assets and Condition Report 62 4.5 Fuel Suppliers and Contract Terms 64 4.6 Anticipated Changes in Fuel Demand 64 4.7 References 65 Chapter 5 Airport Fuel Customers and Competitors 65 5.1 Fuel Customer Segments 66 5.2 Prospective Customers 67 5.3 Competing Airports 70 5.4 Fueling SWOT 70 5.5 Moving Toward a Brand Identity 72 5.6 References 73 Chapter 6 Clarifying the Airport Brand 73 6.1 Importance of an Airport Brand 74 6.2 Building a Brand 74 6.3 Brand Definition: Mission, Vision, and Values 76 6.4 Brand Development: Integrating the Brand into Business Practices 77 6.5 Brand Delivery: Brand Use in Fueling Services 80 6.6 Brand Nurturing: Evaluation and Fine Tuning 80 6.7 References Part 2 of the management guide includes discussions and worksheets to develop a baseline of information about the airport, fuel customers, and competitors, and to clarify the airport identity and brand as a way to keep and attract customers. Read the entire page →
From page 57... ... 57 4.1 Introduction to the Self-Check 4.2 Airport Activity 4.3 History of Fuel Services and Sales at Airport 4.4 Airport-Owned Fueling Assets and Condition Report 4.5 Fuel Suppliers and Contract Terms 4.6 Anticipated Changes in Fuel Demand 4.7 References Part 2 of the management guide involves collecting and interpreting the current status of the airport with respect to airport activity, based aircraft, trends in aviation fuel sales, local and regional competition, and the airport brand. Chapters 4, 5, and 6 lay out a framework to collect information and evaluate it. Read the entire page →
From page 58... ... 58 Airport Management Guide for Providing Aircraft Fueling Services 4.2.1 Based Aircraft Based aircraft are an airport's most accessible fuel customers and for this reason alone, it is important to keep track of the make-up of based tenants and their local fuel buying practices. Table 4-1 shows an example of based aircraft by type; Table 4-2 shows based aircraft by category. Read the entire page →
From page 59... ... Airport Self-Check 59 local and transient operations are important. Transient aircraft are potential fuel customers; however, with tankering practices1 and contract rates established with fuel suppliers, not every transient aircraft is a prospective fuel customer. Read the entire page →
From page 60... ... 60 Airport Management Guide for Providing Aircraft Fueling Services This data includes arrival and departure airports, tail numbers, aircraft owner, type of aircraft, and past flights for individual aircraft. Current daily and weekly information is available for free; longer histories can be purchased. Read the entire page →
From page 61... ... Airport Self-Check 61 4.3 History of Fuel Services and Sales at Airport This portion of the airport self-check reviews the history of fuel services and sales. The information can be useful to estimate demand for Avgas and jet fuel for the upcoming years and serve as a baseline when preparing a business plan for the fueling operation. Read the entire page →
From page 62... ... 62 Airport Management Guide for Providing Aircraft Fueling Services Table 4-7 lays out a fuel volume history. If information is available that specifies gallons sold by self-service or full-service, this data would add to the assessment. Read the entire page →
From page 63... ... Airport Self-Check 63 Description Avgas Jet Fuel Capacity AST or UST Year Placed in Service Estimated Lifetime or Lease Duration Date of Next Upgrade Condition Notes Fuel Farm Tank 1 Fuel Farm Tank 2 Fuel Farm Tank 3 Fuel Farm Tank 4 Self-Service Unit 1 Self-Service Unit 2 Fueling Vehicle 1 Fueling Vehicle 2 Fueling Vehicle 3 Fueling Vehicle 4 On-Airport Pipelines Leased Assets Fueling Vehicle 5 Self-Service Unit 3 Fuel Management Software * Available as an Excel worksheet in Appendix B Read the entire page →
From page 64... ... 64 Airport Management Guide for Providing Aircraft Fueling Services 4.6 Anticipated Changes in Fuel Demand The last item to consider in the airport self-check is potential catalysts of change that may affect fuel sales up or down in the near-term. This discussion may include: • Economic expansions or downturns; • Changes in the mix and quantity of based aircraft; • High volatility in fuel prices; • Low-price leadership for fuel offered at a nearby airport; • Relocation of corporate headquarters to/from the area; • Special events such as political conventions, regional events, or the Super Bowl; and • Natural disaster response such as fire or flood mitigation that would be based at the airport. Read the entire page →
From page 65... ... 65 5.1 Fuel Customer Segments 5.2 Prospective Customers 5.3 Competing Airports 5.4 Fueling SWOT 5.5 Moving Toward a Brand Identity 5.6 References Chapter 5 places the airport fueling operation in the context of other airports that compete for the same customers. For an airport to retain or expand its fuel sales, it is important to examine the competition and candidly assess the airport's strengths and weaknesses. Read the entire page →
From page 66... ... 66 Airport Management Guide for Providing Aircraft Fueling Services 5.2 Prospective Customers Developing new customers requires analysis and marketing effort. Airport fuel operators can reach out to each of these four groups of prospective customers: • Based aircraft owners that purchase fuel at other airports, • Aircraft based at other airports that might purchase fuel at your airport, • Transient aircraft that use the airport or nearby airports, and • Registered aircraft in the county. Read the entire page →
From page 67... ... Airport Fuel Customers and Competitors 67 5.2.3 Transient Aircraft Flight tracking data is also a source of information that can be analyzed to identify transient aircraft that fly into the airport or nearby airports. This information, described in the previous chapter, identifies the aircraft owner, type of aircraft, and flight itinerary for flights arriving and departing from a particular airport whose pilots file an IFR flight plan. Read the entire page →
From page 68... ... 68 Airport Management Guide for Providing Aircraft Fueling Services Salina, Kansas, for transcontinental refueling stops. Zephyrhills Municipal Airport, a low-price leader in the Tampa area, can draw fuel customers from surrounding airports including Lakeland Linder Regional, Plant City Airport, and Brooksville-Tampa Bay Regional Airport. Read the entire page →
From page 69... ... Airport Fuel Customers and Competitors 69 5.3.2 Airfield Comparison Once the competitors are identified, it is possible to compare airports on the basis of airfields, services, and fuel prices. Table 5-6 compares the airfields of each airport to gauge what kind of aircraft each airfield can handle and what types of approaches and navigation are available. Read the entire page →
From page 70... ... 70 Airport Management Guide for Providing Aircraft Fueling Services 5.3.5 Airport Service Comparisons The last area of the competitive analysis includes comparisons of airport services. Table 5-9 lists many possible services that an airport can customize to suit the particular target customers. Read the entire page →
From page 71... ... Airport Fuel Customers and Competitors 71 Home Airport Competitor Airports 1 2 3 Airport Name Passenger/Crew Services Catering Coffee and Vending Concierge Services Conference Room Courtesy Transportation Crew Quiet Room Flight Planning Internet Lounge Pilot Supplies Rental Cars Restroom and Showers Work Areas Line Services Cleaning/Detailing Deicing Ground Power Unit Lavatory Towing Technical Services Checks and Inspections Avionics/Instruments Aviation Lubricants Components Engine Painting Refurbishment Fight Services Instruction Aircraft Rental Aircraft Charter Aircraft Management * Available as an Excel worksheet in Appendix B Read the entire page →
From page 72... ... 72 Airport Management Guide for Providing Aircraft Fueling Services 5.6 References Aviation Management Consulting Group, Kramer Aerotek, and Shafer, G ACRP Report 77: Guidebook for Developing General Aviation Business Plans. Read the entire page →
From page 73... ... 73 6.1 Importance of an Airport Brand 6.2 Building a Brand 6.3 Brand Definition: Mission, Vision, and Values 6.4 Brand Development: Integrating the Brand into Business Practices 6.5 Brand Delivery: Brand Use in Fueling Services 6.6 Brand Nurturing: Evaluation and Fine Tuning 6.7 References Part 2 of this management guide encompasses different components of an evaluation of fuel services at the airport. Chapters 4 and 5 address current activity and the airport's competitors for aviation fuel sales. Read the entire page →
From page 74... ... 74 Airport Management Guide for Providing Aircraft Fueling Services 6.2 Building a Brand Figure 6-2 describes a logical way to develop the airport brand. Some airports develop their brand in-house; others hire consultants to assist with the branding process; or it could be a combination of internal and external resources. Read the entire page →
From page 75... ... Clarifying the Airport Brand 75 fueling SWOT prepared Chapter 5.4, a new or revised set of statements about the airport identity is easily derived. Figure 6-4 shows some examples of airport identity statements. Read the entire page →
From page 76... ... 76 Airport Management Guide for Providing Aircraft Fueling Services • The values statement outlines the shared beliefs held throughout the FBO or airport organization. Again, drawing from San Bernadino International Airport's statement of values, they are: – Put People First – Be Supportive – Exceed Expectations – Extend Value – Strengthen Community1 The mission, vision, and value statements help to define the airport brand. Read the entire page →
From page 77... ... Clarifying the Airport Brand 77 • Address its customer's needs and wants (relevancy) , • Deliver specific benefits (quantified value) Read the entire page →
From page 78... ... 78 Airport Management Guide for Providing Aircraft Fueling Services Source: Prepared by KRAMER aerotek, 2018. Recreational Flyers • Safety • Friendly • Good service • Competitive fuel prices • Restaurant • Fly-ins Visitors • Safety • Access to Rental • Clean terminal • Concierge services Corporate Travelers • Safety and efficiency • Reliable access • Terminal and lounge • Concierge services • Rental cars Transient Pilots • Safety and efficiency • Reliable access • Aircraft services • Fuel • Deicing • Overnight hangar • Light maintenance • Flight planning • Cabin cleaning • Catering Industrial Commercial Tenants • Improved sites • Utility hookups • Highway access • Fair market value • Tenant synergy • Airport reinvesting • Transparent leasing program, process, design standards • Pilot terminal and lounge • Rental car or courtesy car & repair cars or shuttle Figure 6-6. Read the entire page →
From page 79... ... Clarifying the Airport Brand 79 When designing messages, it is important to state: what's in it for the particular customer? This is much more important than a message that describes what the airport does. Read the entire page →
From page 80... ... 80 Airport Management Guide for Providing Aircraft Fueling Services 6.6 Brand Nurturing: Evaluation and Fine Tuning Brand nurturing is a dynamic and iterative process. Best practice is to make an action plan each year with a budget, ensuring a portion of the budget is reserved for unexpected opportunities. Read the entire page →

From page 55...

... Evaluation of Fuel Services at the Airport 57 Chapter 4 Airport Self-Check 57 4.1 Introduction to the Self-Check 57 4.2 Airport Activity 61 4.3 History of Fuel Services and Sales at Airport 62 4.4 Airport-Owned Fueling Assets and Condition Report 62 4.5 Fuel Suppliers and Contract Terms 64 4.6 Anticipated Changes in Fuel Demand 64 4.7 References 65 Chapter 5 Airport Fuel Customers and Competitors 65 5.1 Fuel Customer Segments 66 5.2 Prospective Customers 67 5.3 Competing Airports 70 5.4 Fueling SWOT 70 5.5 Moving Toward a Brand Identity 72 5.6 References 73 Chapter 6 Clarifying the Airport Brand 73 6.1 Importance of an Airport Brand 74 6.2 Building a Brand 74 6.3 Brand Definition: Mission, Vision, and Values 76 6.4 Brand Development: Integrating the Brand into Business Practices 77 6.5 Brand Delivery: Brand Use in Fueling Services 80 6.6 Brand Nurturing: Evaluation and Fine Tuning 80 6.7 References Part 2 of the management guide includes discussions and worksheets to develop a baseline of information about the airport, fuel customers, and competitors, and to clarify the airport identity and brand as a way to keep and attract customers.