A years-long campaign to land daily passenger airline service for the Santa Maria Public Airport may have been the easy part. 

Now, passengers need to fill the planes traveling to and from Phoenix to ensure the route remains as Santa Maria airport leaders look to boost marketing efforts.

The twice daily American Airlines flights, operated by SkyWest Airlines, between Santa Maria and Phoenix Sky Harbor International Airport began Oct. 15 amid hoopla with receptions held at both locations, a Santa Maria Fire Department water cannon shooting over the regional jet, a ribbon-cutting ceremony and more. 

The campaign since the start of the service included Ignacio “Nash” Moreno, airport board president, speaking at the Santa Maria City Council meeting Tuesday about the airport’s transformation including flights to Phoenix and beyond.

“Yes, that includes Mexico. And yes, it is similar in price to San Luis Obispo and Santa Barbara (airports), but we have free parking,” Moreno said. 

Along with convenience due to proximity, Santa Maria airport leaders have long touted the  free parking to attract passengers, noting neighboring airports’ parking fees add to travel expenses. Long-term rates are $21 at the Santa Barbara Airport and $25 for the San Luis Obispo Airport.

Santa Maria Mayor Alice Patino asks who would be taking the inaugural flight to Phoenix as Suzanne Singh from the Santa Maria Valley Chamber of Commerce and Tony Guy from the Santa Maria Public Airport board raise their hands. Credit: Janene Scully / Noozhawk photo
American Airlines Touts Return

American Airlines announced during the summer plans to add flights between Santa Maria and Phoenix, the result of Santa Maria officials’ never-ending recruitment efforts.

SkyWest, which is based in St. George, Utah, is operating the flights under a codeshare, or marketing, arrangement with American Airlines.

A cake with an airplane tail touts the new Santa Maria-Phoenix flights. Credit: Janene Scully / Noozhawk photo

A cake with the fondant tail of an airplane along with T-shirts awaited the Oct. 15 celebration in what typically had been a mostly empty terminal. 

“Now from Santa Maria, you can get to an international airport and you can go anywhere in the world. This is a major feat. This is huge for northern Santa Barbara County, for the city of Santa Maria, for the Santa Maria Valley…,” said Tony Guy, airport board member. 

“So I would ask you all please support our airport… . Please use our airport as your first choice when you have to fly outside this region. It’s needed, and that’s the only way we’re going to keep and retain the service here,” Guy added.

“We have wanted it in Santa Maria for a long time, and now it’s here,” Mayor Alice Patino added.

Daily air service returned to the Santa Maria airport after nine years where airport leaders visited airlines to lure them to launch service at SMX.

T-shirts touting the inaugural flights between Santa Maria and Phoenix were handed out Oct. 15. Credit: Janene Scully / Noozhawk photo

In January 2020, community leaders excitedly gathered to herald the announcement United Airlines would return, offering flights to three destinations. But the COVID-19 pandemic and subsequent airline industry struggles grounded the plan.

Until the new service started, Santa Maria’s airport only saw a couple of Allegiant Airlines flights to and from Las Vegas each week.

While Santa Maria has struggled to attract air service, neighboring airports  — both serving county seats and university towns — have seen increased flights with seemingly little angst. For instance, the Santa Barbara Airport last week touted the start of at least two new routes — Chicago and San Diego.

SMX Offers Incentives to Airlines 

To help attract additional airlines and routes, Santa Maria’s airport provides a special incentive package topping $2.6 million. 

This includes revenue guarantees of $2 million, essentially pledging to cover a certain number of empty seats in flights while the new route ramps up.

The airport district deal includes $250,000 in startup costs, $175,000 in marketing support for the first year and another $75,000 for the second year’s marketing. Another $50,000 is budgeted annually for the airport including print, television, radio and digital advertising campaigns.

Additionally, the airport waives rental and other fees for two years, saving an airline about $100,000.

But, a consultant recently expressed disappointment about “one of the poorest inaugural campaigns ever kicked off,” board member Guy said during Thursday’s meeting .

The first flight reportedly had a load capacity (or seats filled) of 25% and the consultant projected the load capacity of 40% for November, both of which will cost the airport district.

Airlines reportedly need 60% of the seats filled to break even and higher to offset other expenses.

“He kind of projected out how quickly we could fizzle out if we didn’t make some changes rather rapidly,” Guy said, adding the admonishment “was a very fair depiction.”

“We need to do more,” Guy said. 

A SkyWest Airlines jet (operating for American Airlines) arrives at the Santa Maria Public Airport on Oct. 15 to begin daily service to and from Phoenix. Credit: Janene Scully / Noozhawk photo

Airport board members said they want to boost the advertising budget and agreed to convene the panel’s marketing subcommittee soon to address the issue. 

“I think we need to double the radio and the TV (ads) right away,” board member Michael Clayton said, adding “there’s not enough.”

The new service may be a victim of a distracted society getting information in multiple ways thanks to today’s social media, digital streaming services and other methods.

Guy said he’s surprised to learn people are unaware of the new services.

“I take every opportunity I can in the community to tell as many people as possible,” Guy added. 

Helping spread the word, airport officials will participate in an EconAlliance forum focused on tourism next month in Buellton.

“We want to be the Santa Ynez Valley’s and Santa Maria Valley’s airport of choice when it comes to tourism,” Airport General Manager Martin Pehl said.

Workers prepare for the arrival of the SkyWest Airlines plane to launch new services between Santa Maria and Phoenix. Credit: Janene Scully / Noozhawk photo

Success for the Phoenix flights isn’t just important for keeping the American Airlines connection. 

Other airlines will be watching to determine whether to launch new service from Santa Maria to different destinations. 

“The best advertising I think we can have is word of mouth and people happy with the experience,” Pehl said.

American Airlines now serves the Santa Maria Public Airport along with Allegiant Air. American provides daily trips between Santa Maria and Phoenix while Allegiant flies between Santa Maria and Las Vegas a few times a week. Credit: Janene Scully / Noozhawk photo

A SkyWest Airlines jet (operating for American Airlines) arrives at the Santa Maria Public Airport on Oct. 15 to begin daily service to and from Phoenix. Credit: Janene Scully / Noozhawk photo