Lynchburg EDA presses marketing push as new Dallas–Chicago service launches
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Summary
At its Feb. 19 meeting the Lynchburg Economic Development Authority heard staff describe new Dallas–Chicago connecting flights, an FAA-backed funding structure and an 18‑month subsidy arrangement tied to monthly payments; staff said a formal marketing plan and survey data will guide promotion to employers and colleges.
At its Feb. 19 meeting the Economic Development Authority of the City of Lynchburg received an update on recent air-service developments and a plan to accelerate marketing for the airport.
A staff presenter said the new service will include daily one‑day loops linking Lynchburg with Dallas and Chicago, with refueling stops. She described coordinated events in Dallas and Chicago, a site‑selector event in Chicago that will include Lynchburg business delegations, and outreach to congressional offices. "Chicago and Dallas are participating with us," the presenter said, adding that teams in both cities have offered tours and helped organize promotional activities.
The presenter confirmed the airport has an FAA grant component and that the EDA and city have committed funding toward a subsidy arrangement intended to support the service while it builds demand. "It's an 18‑month period, but it'll be month by month," she said, adding that if the carrier meets expected load factors the subsidy obligation could be reduced or not required. The staff member said the monthly structure means the city and partners monitor performance as the service operates.
Staff also described work to formalize a marketing plan based on a paid survey by consultant Mead Hunt. "We have paid, Megan and I, for a survey from Margaret, the consultant, Mead Hunt," the presenter said; she said copies of the survey are with airport staff and with EDA staff. That survey data, staff said, will feed a broader plan led by communications, public engagement and a hired marketing firm rather than relying solely on the airport director.
Board members pressed for clarity about funding and promotion. One member asked whether commitments to the airline remain capped and how the subsidy will be deployed; staff responded that the contract is in place, that funds flow monthly over the 18‑month support window, and that the FAA grant and city pledge are part of the overall support package. "If they make the load factors that they hope to make, then nobody owes anything," the staff member said, describing how the subsidy is intended to operate.
Staff flagged operational changes: the airport director Cedric was identified by staff as having responsibility for FAA certification tasks and marketing obligations, and Susan Brown — formerly assistant director of communications and public engagement — was named interim director after a recent departure. Staff said Susan Brown will help lead the promotion and that a dedicated marketing lead is being identified to coordinate with the city and partners.
Staff emphasized targeted outreach to large local anchors and colleges, naming Liberty University, Randolph and the University of Lynchburg as priorities to encourage use of Lynchburg flights. "I'm just asking them to consider, you utilizing our own airport here first," the presenter said.
The EDA agreed staff should return with more formal marketing timing and details at a future meeting; staff said they would check whether March or April is feasible for a presentation of the plan.
The meeting adjourned with the incentive committee scheduled to meet immediately afterward.
