departures to eight cities out of El Paso. The next closest airline is American,
with 12 daily flights that serve three cities.
"We've got some challenges," Lombrana said. "But we're not alone."
Other airports around the country are facing similar situations, Bowen said. Bowen explained that it's more profitable and cheaper for airlines to send 10 regional jet flights -- that have about 40 and 70 seats -- between two major cities relatively close to each other rather than send a full-size plane once or twice a day to a distant midsize city.
The numbers are not all doom and gloom, Lombrana said. Lombrana pointed out that while travel dropped 15 percent since 2010, prices have increased at a rate of 23 percent.
El Paso also has not suffered as much as some other Southwest cities, according to a study provided by a consultant to the El Paso airport.
From 2008 to 2011, El Paso lost 10 percent of its traffic while the Albuquerque airport traffic fell 12 percent and Reno, Nev., airport traffic dropped 15 percent. From 2008 to 2012, Tucson had nonstop service destinations fall nearly 50 percent, while El Paso lost 30 percent.
El Paso has a bigger population than all three of the other cities and fewer gates at the airport.
Bowen said El Paso has some intrinsic advantages. Though its isolation makes travel more expensive, there are no other close alternatives, and car trips are long.
"People are going to need to travel out of El Paso by air," he said. "And unlike some smaller airports that are an hour or two away from major airports, El Paso is not in that situation."
El Paso, however, cannot rely just on isolation to attract passengers, Bowen said. The city must campaign and promote the airport, tourism and business opportunities.
That's exactly what Lombrana and airport officials are doing. They have had meetings with Southwest officials and are trying to tap into the Mexican market by reaching out to Aeromexico and Volaris.
Bowen said keeping Southwest active in El Paso is critical, given the airline's financial strength and current traffic at the airport.
In a meeting with the City Council, Lombrana showed a part of a presentation given at the Southwest meeting. The slide show highlights El Paso as regional destination with Juarez and Southern New Mexico. It points out magazine rankings and accolades such as best midsize city for job growth, safest city, one of the best cities for the cost of doing business and a top metro area for projected job growth.
Border business gets significant time in the presentation -- in 2011, 18 percent of all trade between the U.S. and Mexico came through El Paso -- while the $5 billion expansion at Fort Bliss is highlighted.
Lombrana said the next step is proving that the El Paso airport is affordable and worth the airline's money. The tax the airport charges the airline per passenger is well below the national average, but she said the city needs to do more.
As a result, officials want to increase the existing incentives to airlines. Lombrana said the airport now matches the airline's marketing up to $25,000 if the airline adds a new, nonstop destination that departs at least five times a week.
Airport officials want to increase that incentive to $50,000.
Other incentives include a reduction in landing fees.
Airport officials and City Council members agree that the private sector must get involved. City Rep. Steve Ortega said Albuquerque was able to add a nonstop flight to New York City by guaranteeing a certain number of seats purchased.
Lombrana said that had to do with business, something the airport can't do under government regulations.
"We have to market ourselves as a growing city that's not just a border town but with growing industry like electronics and systems," Ortega said. "We need cooperation from the business side."
Officials in December met with Southwest officials about adding nonstop service to the Washington, D.C., area with flights to Baltimore. Lombrana said Washington, D.C., is by far the top destination for El Paso passengers the airport doesn't have nonstop service to. It has 35 percent more passengers than the next-closest city, New York.
Lombrana attributes that to Fort Bliss and government agencies such as the Department of Homeland Security.
(c)2013 El Paso Times (El Paso, Texas)
Distributed by MCT Information Services
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