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Committee approves up to $120,000 in air service incentives; appoints new airport director
Summary
The committee amended the airport operating budget to allow up to $120,000 in air service incentive spending (for marketing and temporary fee waivers) as Allegiant seeks to start service; it also approved the appointment of Lauren Kos as director of La Crosse Regional Airport, effective Feb. 13, 2026.
The Finance & Personnel Committee on Feb. 5 approved two airport-related items: a budget amendment to support air service incentives and the appointment of a new airport director.
Director Koss explained the air service incentive program and said Federal Aviation Administration rules permit certain limited incentives such as temporary waivers or reductions in landing fees, terminal rent and an airport-managed marketing fund. "Our incentive program allows the airline using the program to spend up to $120,000," Koss said, adding that the money would be used for targeted social media, billboards, radio and TV advertising as the airport and airline determine. Koss told the committee that Allegiant has plans to use the funding and that United has not indicated it would use the program; the program cap is shared across airlines so the $120,000 would be shared rather than multiplied with each new carrier.
The committee approved the budget amendment; the vote was unanimous.
In a separate action the committee authorized Resolution 20692 to appoint Lauren Kos as director of the La Crosse Regional Airport effective Feb. 13, 2026. Councilmembers thanked Kos and her team for the work to restore air service and asked her to continue regionally focused efforts to attract carriers. The appointment passed unanimously.
Why it matters: The airport incentive funding is intended to reduce financial risk for airlines launching or expanding service and to support marketing that could increase passenger traffic. Installing a permanent director completes an administrative step that positions the airport to manage new and returning air service.
Next steps: The airport will administer eligible incentive expenditures under the terms of the incentive agreement; the director appointment takes effect Feb. 13, 2026.
