A decision to add to Falcon Field’s name to boost marketing and enhance operations has resulted in a minor controversy at the Peachtree City airport.

Airport Authority Chairman Mike Brady said the authority at its Aug. 12 meeting approved adding a “doing business as” designation that would allow Falcon Field to be referred to as “Atlanta Regional Airport.”

The change was initiated to improve marketing to out of town corporate pilots and also avoid confusion with Peachtree DeKalb Airport, as many publications list Falcon Field as “Peachtree Falcon Field,” Brady said.

Because some airport tenants have complained they didn’t have a say in the process, the authority is holding a special meeting Tuesday, Aug. 25 to get input on the change. The number of participants is limited to 25 and each will be given five minutes to speak.

Tenants and residents of the city and Fayette County will be allowed to participate but they must register in advance by calling the airport at 770-487-2225 before 5 p.m. Monday, Aug. 24.

Brady said the concept has been under discussion for months and was bandied about at a recent authority workshop session and also the authority’s tenant business development/marketing committee.

The item was listed on the agenda for last week’s meeting as “airport name.”
Contrary to rumors, the airport is not trying to attract commercial airlines, Brady said. The authority does want to attract more corporate jets, one of the reasons behind the DBA change, Brady said.
Increasing corporate jet traffic will also increase fuel sales, which account for 73 percent of the airport’s income for operational expenses, Brady noted.

Part of the problem is that many airport publications list the airport as “Peachtree Falcon Field,” Brady said. Thus, pilots routinely confuse Falcon Field and Peachtree DeKalb airport, with about five estimated landings a month of aircraft who were supposed to be at Peachtree-DeKalb instead.

Also, because those airport publications list airports in alphabetical order, “Peachtree Falcon Field” is near the bottom, Brady said. The change to “Atlanta Regional Airport” would allow Falcon Field to be seen near the top of those listings, Brady said.

Brady said the airport has already reduced its fuel prices to be more competitive in the region among similar airports, and Falcon Field also has improved its service. The idea is to market those improvements and the convenience of Falcon Field, Brady said.

“We are trying to make our marketing attractive to out of town corporate pilots,” Brady said.