Volusia County Council approves JetBlue marketing agreement, 5–1

The Volusia County Council on Tuesday approved a marketing agreement designed to bring JetBlue back to Daytona Beach with daily service to Boston and New York (JFK), voting 5–1 in favor.

Cyrus Kellam, director of Aviation and Economic Resources, told the council the package is a two‑year “air service support” marketing agreement that would make $200,000 available for each of the two markets on a performance schedule. Kellam said the funding comes from airport enterprise revenues — parking, concessions and rents — and stressed that there is "0 MRG associated with this contract," referring to a minimum revenue guarantee that had been part of prior discussions.

"We will pay in increments tied to performance," Kellam said, adding that FAA grant assurances require airports to offer comparable incentives to similarly situated carriers. He warned that if the council declined while JetBlue paid attention, the airline could file a Part 16 complaint with the Federal Aviation Administration over any perceived discrimination under Grant Assurance 22.

Council members pressed Kellam on effectiveness and precedent. Councilman Troy Kent, who cast the lone no vote, said constituents still remember when a prior carrier left after incentives ended. "Fool me once, shame on you; fool me twice, shame on me," he said, arguing the county and airport had been burned by earlier agreements.

Supporters framed the deal as economic development. Councilman Don Dempsey and others cited the county's earlier $1 million minimum revenue guarantee for Avelo and staff presentations that attributed about $47 million in local economic impact to those earlier airline incentives. "If Avelo helped us get here, and this brings JetBlue daily to two of our biggest markets, that is a huge win," Dempsey said.

The motion to approve the item was made by Councilman David Santiago and seconded by Jake Johansen. The roll call was: Kent — no; Robbins, Santiago, Dempsey, Johansen and Brower — yes. The agreement passed 5–1.

What happens next

Staff will finalize the marketing agreement and implement a two‑year, milestone‑based payment schedule. Kellam said he will attach performance conditions so the marketing dollars are paid only if the airline remains in the market and meets agreed benchmarks. Council members also directed staff to monitor performance and report back on passenger counts and the marketing program’s return on investment.

Authorities and legal context

Kellam repeatedly referenced FAA grant assurances and Part 16 complaint procedures, which can require airports to correct discriminatory practices and potentially repay federal grants if an airport violates assurances. The presentation also referenced the airport’s August approval of an air service support program that governs these marketing arrangements.

Ending

The council’s approval clears the way for JetBlue’s advertised return to Daytona Beach and brings direct options to northeastern markets previously reached only by connections. Council members said they will hold the airport to the contract terms and review results in the months ahead.