The current chaotic state of commercial air service is in the news almost daily and the Grand Junction Regional Airport has not been immune to the cancellations of service and seats in our market. However, the situation is temporary, and industry experts expect airlines to begin expanding again possibly in 2023 but certainly by 2024 once the pilot and plane shortages have been addressed.
Thanks to voters in 2018 who recognized the need for proactively seeking additional commercial air service and voted to support a lodging tax increase that included 1% dedicated to air service enhancement and expansion, the community is well positioned to take advantage of that expected growth.
The GJ Chamber was a lead proponent of the ballot question asking for the lodging tax increase and has continued to serve as an organizing force for the establishment of the Grand Junction Regional Air Service Alliance (GJRASA). The Alliance is a separate nonprofit corporation with 10 voting members appointed by the GJ Chamber and GJEP and one voting member appointed by the other members. The GJ Chamber CEO serves as the managing executive director of the Alliance and GJEP’s CEO is also an executive director. Their goals, adopted in September 2021 are to:
- Enhance access to the global and national air transportation network to Grand Junction business passengers through service to new hubs or incremental capacity through existing hubs.
- Increase access to affordable air service at Grand Junction Regional Airport (GJT) through new passenger service to unserved destinations with an emphasis on in-demand, target markets, including tourism.
- Attract new service on existing routes through additional frequencies or up gauging, especially in markets with high fares for GJT passengers.
- Make GJT the airport of choice for residents within a 200-mile radius and drive inbound tourism to Grand Junction which will increase lodging revenues and thus GJRASA funding.
- Drive inbound tourism to Grand Junction that will increase lodging revenues and thus GJRASA funding.
Recently the Alliance engaged the services of Ryan/Sawyer Marketing, a local marketing firm, to launch a long-term branding campaign showcasing the advantages of flying out of Grand Junction Regional Airport. The campaign will be region-wide and emphasize the ability to get to a destination faster and more conveniently than driving to Denver or Salt Lake City.
Efforts to look for opportunities to grow service by providing incentives to commercial carriers are ongoing and eventually will lead to exciting new options for the flying public in our region.