The Polk County Commission approved an estimated $6 million investment over the next five years for the marketing of Avelo Airlines commercial passenger flights to Lakeland Linder International Airport.
The new air service is expected to generate more than $67 million in economic impact annually to Polk County, the county said.
The unanimous approval came during the commissioners’ regular monthly meeting on Tuesday in Bartow. The advertising program will be handled by the Polk County Tourism and Sports Marketing agency in Auburndale.
To use an economic supply vs demand analogy, the county took on the task of creating demand with its marketing dollars, while on Monday the Lakeland commission approved the supply of the city’s airport for Avelo with its approval of a 15-year operations agreement. Under that agreement, flights are set to start in May.
Polk County’s marketing partnership agreement will target eight to 10 non-stop destinations with flights to Lakeland, Beasley said.
The PCTSM is expected to spend an average of $100,000 annually per nonstop market where Avelo flies into Lakeland. The tourism agency is also expected to provide $200,000 in in-kind services annually for the first three years and $150,000 for the remainder of the agreement.
The tourism agency will also spend approximately $20,000 per year to promote air service into what is being called the “Lakeland catchment area.”
The master plan is expected to address the expansion of services at the airport, including a future southern parallel runway. Lakeland and the county’s tourism agency will contribute $150,000 each to the cost of a master plan update, with the remaining $150,000 being funded by the Aerospace Center for Excellence. This initiative will total $450,000 for professional services.
The interlocal agreement allows Polk County to display tourism information throughout the airport terminal building. PCTSM plans to construct a visitor services station inside the terminal at an estimated cost of $25,000. The station will enable marketing staff the opportunity to interact with arriving and departing passengers.