Flying the friendly skies — successfully

It appears we are witnessing a private-public partnership that is working exactly as it should. With government dollars, the Santa Fe Municipal Airport was able to add a direct flight between the City Different and Phoenix. A once-a-day, round-trip American Eagle jet has been flying since Dec. 15. The flight was made possible through a $500,000 federal grant awarded to the city of Santa Fe, used to provide subsidies and marketing and promotion dollars. The state of New Mexico will be kicking in financial support. That’s the government assistance.

Then, a community group formed the Northern New Mexico Air Alliance, and stepped up to promise American Airlines a profit, not matter how empty the flights might be. By subsidizing costs in the first months the route was operating, the group made sure it had a chance at success.

The alliance is made up of some 50 business and community members, but also receives lodgers tax money from Santa Fe city and county governments. It had been expecting to pay $300,000 to assure American of revenue for its first three months of operation; that payment will be $225,000, so lower than expected. So far, alliance members have raised $350,000 in their efforts to expand air service to Santa Fe and Northern New Mexico.

Now, members of the alliance are thrilled to report no subsidy likely will be needed for the second quarter, and perhaps the rest of the year. The new route, sparked with government money and nurtured with private/public subsidies, is succeeding. That, in turn, gives visitors and business travelers from Phoenix a much easier trip to Santa Fe, with no drive from Albuquerque through interstate and city traffic. By making it easier to travel to Santa Fe, we believe more people will come.

Now, the marketing magic needs to kick in. There’s a billboard at the Phoenix airport and Tourism Santa Fe has purchased internet and print ads in both Phoenix and Tucson. People have to know the flight exists to try and take advantage of it. Locally, too, folks need to know the flights are available. There will be an event to help spread the word June 8, when the Santa Fe Chamber of Commerce hosts its Business Awards Red Carpet Gala from 5:30 to 7:30 p.m. at the Santa Fe Municipal Airport’s Jet Center Hangar, 121 Aviation Drive. There will be fun, recognition of business success and more discussion about how daily flights to Phoenix can bring more of the outside world to Santa Fe — and once those travelers see how easy the flights are, we’ll bet they will return.

This effort is important not just to tourism — hotels, restaurants and all the businesses that depend on visitors — but to making Santa Fe a more attractive place in which to do business, and for residents, a better place to live. Convenient travel is always a plus and being able to leave quickly, without a drive and expensive parking fees, is something that residents of Santa Fe can appreciate.

After all, this is a city where residents love their hometown but also love to see the world. Direct flights to cities with hub airports, whether to Phoenix or Dallas, make adventure easier. The visionaries who saw the need for this flight and worked to make it happen deserve our thanks. Because of them, flying Santa Fe’s friendly skies is becoming much more convenient.