Title
Consider a memorandum/resolution renaming the Killeen-Fort Hood Regional Airport.
Summary
DATE: September 19, 2023
TO: Kent Cagle, City Manager
FROM: Mike Wilson, Executive Director of Aviation
SUBJECT: Consider Renaming the Killeen-Fort Hood Regional Airport
BACKGROUND AND FINDINGS:
On May 9, 2023, the name of Fort Hood transitioned to Fort Cavazos. Ahead of this change, the Aviation Department collaborated closely with our consultant, Airport Strategies and Marketing (ASM), to craft a comprehensive rebranding plan for the Killeen-Fort Hood Regional Airport. This strategy also encompasses suggestions for a new airport name.
The initial phase of the four-phase initiative commenced with an inaugural meeting between the consultant and our team. The objective was to outline the methodology and set the program's ambitions. Subsequently, preliminary market research was conducted, which involved analyzing passenger feedback from various online platforms and social media channels. This was completed to gauge the public's perception and sentiment concerning the Airport. Furthermore, we distributed surveys to key airport stakeholders to acquire feedback about their perceptions and views on the GRK airport experience. On-site intercept surveys were also administered to passengers at the Airport.
A focus group was subsequently established, comprising delegates from local Chambers of Commerce, educational institutions, healthcare facilities, and Fort Cavazos. The inaugural session of this focus group took place on July 19, 2023. During this gathering, City staff presented the findings from the research and surveys. The members deliberated extensively on the data and were encouraged to submit written feedback post-discussion. On August 31, 2023, a subsequent focus group session took place. Here, members evaluated the collected feedback and studied a preliminary Brand Strategy crafted from their input. Based on the survey outcomes, and deliberations within...
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