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Committee Recommends Strategies for Airport to Better Connect with St. Louis Region

A special committee of airport executives and St. Louis business leaders have released a set of proposals to create a more unified and cohesive global marketing strategy that better connects the airport to the St. Louis region.

The Community Engagement Advisory Committee, represented by executives from Enterprise Holdings, BJC HealthCare, St. Louis Blues and Explore St. Louis- along with airport leaders- recommends that the Airport use “STL” as a core component of the Airport’s visual brand identity. It also recommends using more cohesive marketing positions for public and industry communications and adopting a modern ID for the Airport that has a stronger connection to the St. Louis region.  The committee recommends the Airport officially change its name to “St. Louis International Airport at Lambert Field.”

See the full report here.

The committee made its recommendations to the St. Louis Airport Commission on August 3. The committee was formed in the fall of 2015 following the release of a five-year strategic plan, which has a core component of creating a more positive and lasting impression of the Airport and the region. Community outreach and community focus groups are part of the strategy to increase the feedback to the airport as a guide for improvement.

The committee determined four key points in analyzing current marketing efforts.

·    Airport’s current marketing strategy is split between public and business/industry audiences and lacks global cohesive messaging.

·    Airport should focus on key marketing positions and points of distinction for each stakeholder group.

·    Marketing should incorporate best assets of city/region.

·    Airport name should be more clearly linked to city/region.

The committee analyzed data from a 2016 passenger study that revealed that there is not a strong familiarity of the current “Lambert” name among local users and visiting travelers. But a stronger foundation for the recommendations was that the Airport needed to capitalize on "St. Louis" as the primary name to tap into the region’s marketing strengths and better connect with all travelers and our community. Here are the detailed recommendations.        
  • Airport’s primary marketing focus should be the St. Louis (STL) region, which has tremendous marketing power and recognition.
  • Airport’s name should emphasize St. Louis first, because the Airport markets nationally and internationally for passenger, cargo and other business.
  • St. Louis as the primary focus gives global audience an instant geographic marker for the region.
  • St. Louis as the primary name is more compatible with airport code (STL) and connects easier with global audience for online ticket purchases or information searches.
  • Lambert name should be re-positioned in the official name- keep historical link to Airport namesake to retain local identity and continue celebration of history and Albert Bond Lambert.
  • STL airport code should be the key airport identifier in all marketing messaging which promotes both Airport and region as a whole.
The name change must be approved by the St. Louis Airport Commission and by the City of St. Louis. It is expected to be voted on during the September 7, 2016 Airport Commission meeting.

A New Direction: Lambert Photo of the Week

Crews with ATK Safety Supply lay down temporary road markings ahead of opening the T1 Departures exit lanes for two-way traffic.

There’s a whole new direction to reach the Terminal 1 Garage starting this week at Lambert-St. Louis International Airport. Bridge renovations on Lambert International Boulevard required closing some lanes of traffic, which also impacted the main entrance to the Terminal 1 Garage. The solution- a detour that re-routes garage traffic into what is normally an exit-only toll booth plaza. Crews were able to re-stripe the exit lanes of Departures Drive to allow for two-way traffic and a single lane of in-bound garage traffic into the toll plaza.  There’s still two exit lanes for those dropping off passengers or exiting the T1 Garage. Additional signs direct motorists through this detour, which should be in effect through early November. You can map out the detour in advance with this map.

Lambert Shows Continued Strong Growth in Passenger Traffic through 2nd Quarter

Total Passengers up 9.3 Percent in First Six Months of 2016

Lambert-St. Louis International Airport (STL) continues to show strong growth in passenger traffic for 2016 with total passenger activity up 9.3 percent through the 2nd quarter. In the first six months of this year, 6.7 million passengers traveled through STL versus 6.2 million in 2015.  In the just-released statistics for June, Lambert saw a 10.5 percent growth in total passengers for the month (1,290,938 vs 1,168,364 in June 2015).  STL has seen passenger increases of seven percent or more in every month of 2016. February showed the biggest gain in traffic (vs Feb. 2015) with 15 percent growth in total passengers.   

In other reporting categories, Lambert has seen a 2.7 percent growth in passenger aircraft departures and a one percent increase in cargo aircraft departures through the 2nd quarter of 2016.  Overall aircraft operations (takeoffs and landings- all aircraft types) in the first six months is up three percent - 93,627 vs 91,026 in 2015.

“Just about every airline at Lambert has contributed to this growth through the addition of new non-stop destinations or adding bigger aircraft –which means more seats—to existing markets,” said Lambert Director Rhonda Hamm-Niebruegge. “The new flights should continue the momentum of year-over-year growth through the remainder of 2016.”

Since the summer of 2015, STL has added or resumed service to 11 non-stop destinations beginning with Austin, TX (AUS) on Southwest Airlines; Jackson, TN (MKL) on Air Choice One and Portland, OR (PDX) on Alaska Airlines.  In November, new service started to John Wayne Airport in Orange County, CA (SNA) on Southwest. Seven of those markets have been added since January on Southwest Airlines: Little Rock, AR (LIT); Pittsburgh, PA (PIT); Des Moines, IA (DSM); Wichita, KS (ICT); Oakland, CA (OAK); and Cleveland, OH (CLE). 

During this peak summer travel season, Lambert airlines are operating 254 daily departures to 68 non-stop destinations.

Something Sweet: Lambert Photo of the Week

A tiny traveler licks a giant lollipop while waiting for her flight in Terminal 2.

For many travelers, the vacation spirit starts and ends at the airport. It’s a popular time to splurge on items one might not normally indulge in, and that’s part of the travel fun.  As a parent, seeing the look on your child’s face when you surprise them by giving in to something unexpected, can be an overwhelmingly joyful feeling.  Sometimes, traveling can be stressful and those little luxury items help make it bearable for just a few more hours. Other times, certain treats or oddities can remind you of home or strike up an interesting conversation.  Whether it’s items found in stores or on menus, or in the feeling you get when viewing airport artworks, reading a good book, playing games, or people watching-  there are lots of little treats to be found and memories to be made before your wings take to the skies.  The beauty of travel is how the experience is in the journey, not once you reach your destination. And that’s pretty sweet. 

Airport to Open Temporary Entrance to T1 Garage on July 28 Due to Bridge Project

The next phase of a bridge renovation project on Lambert International Boulevard (LIB) at Lambert-St. Louis International Airport will require a detour for all motorists accessing the Terminal 1 Parking Garage starting July 28. High clearance vehicles accessing Terminal 1 will also experience restrictions into the Terminal 1 roadways because of the project.

Beginning July 28, work will begin on the bridge impacting all LIB lanes over Air Flight Drive, which will also block the entrance into the Terminal 1 Garage. All traffic will be routed around the work zone on the westbound LIB lanes.  Entrance to the Terminal 1 Parking Garage will be temporarily relocated to the exit plaza of the garage via a temporary entry lane on Departing Flights Drive off of LIB.    Parking availability and payment operations will not be affected.  Approximately 1,500 vehicles access the Terminal 1 Garage daily. Click here to see the full map of the Terminal 1 Garage Detour.

Construction scaffolding suspended beneath the bridge will also reduce the clearance height on Air Flight Drive, which is a major entry point into Terminal 1 from exit 236 off of I-70.  All westbound 1-70 motorists are encouraged to avoid the Air Flight Drive construction zone by using Exit 238 to LIB to access both terminals.    Vehicles 10’ 6” or taller will be unable to access the Terminal 1 Arrivals or Departures areas if traveling eastbound on LIB or northbound on Air Flight Drive.  Motorists should access Terminal 1 from westbound LIB.  High clearance vehicles traveling Eastbound I-70 can take Exit 237, then turn left on Brown Rd. to connect to the a Air Cargo Road. Drivers can then head back west and onto westbound LIB. Click here to see detour route to Terminal 1 for high clearance vehicles.

“We hope drivers remain understanding that although they may be temporarily inconvenienced, repairs to the bridge and the resulting detours are in the interest of putting safety first, which is our top priority,” said Airport Director Rhonda Hamm-Niebruegge. 

The LIB bridge structure was built in the 1960’s and the repairs and maintenance in this project will extend the lifespan of the structure for decades.  Crews will be replacing bridge bearings, patching concrete, resurfacing the bridge deck and resurfacing the approaching sections of the roadway that connect to the bridge.   Drivers should plan on adding extra time when traveling to or from the airport during this construction.

The detours and temporary Terminal 1 Garage entrance will be in effect until early November. The entire project will be complete by the end of November.

Virtual Travelers: Lambert Photo of the Week

Carson, a high school student from Tallahassee, FL., spots a Weedle in the Terminal 1 Ticketing Lounge while playing Pokemon Go.

It’s only been a few days, but the new Pokemon Go smartphone app has become a phenomenon.  The augmented reality game collects location and visual information from users phones, and utilizing the GPS and camera features, creates a Pokemon-filled world for the player that’s integrated with the real world around them.   Players have been catching Pokemon characters all over Lambert-St. Louis International Airport.  The game’s slogan is, “Gotta Catch ‘Em All,” and people are trying to do just that.  The latest news reports indicate there are more than 21 million players each day, and the Pokemon craze is only picking up speed. 

Do the Twist: Lambert Photo of the Week

Staff members at Auntie Anne’s twist dough into pretzels at Terminal 2.

For the perfect buttery salty-sweet treat, it’s hard to beat Auntie Anne’s famous pretzels.  The aroma alone is as delicious as the fresh-made dough, and can make mouths water just by walking past the store.  Auntie Anne’s can be found in Terminal 2, so if you’re flying Southwest Airlines, you’re in just the right spot to grab one and go.  Each pretzel is hand-twisted into the recognizable shape.  Once cooked, the treat is dusted with a variety of toppings and flavors to satisfy every savory or sweet tooth. 

Power Restored at 5 p.m. Sunday

5:15 p.m. update:

Ameren Missouri restored full power to Terminal 1 approximately 5 p.m. today. A blown transformer caused a power outage at 11:15 affecting airlines and airport operations in Terminal 1 and Concourses A & C.

Emergency power was utilized immediately for health, safety and critical building operations. However, the outage caused issues with baggage delivery systems, airline computer stations and some gate operations.   Approximately 10 flights were cancelled because of the outage. Many more flights were delayed. Airlines were able to process ticketing and handle some gate operations, but experienced delays during the outage. The TSA performed manual baggage checks as well during the outage. The Airport and concessionaires handed out bottle water and snack to passengers throughout the afternoon.

While power is restored, there are still some systems that will take longer to reset. Operations should be back to normal after 6 p.m. tonight.

The Airport will work with Ameren in the coming days to determine what may have caused the outage.


Power Restored: Terminal 1 Power Outage Update

2:45 p.m. update:

Terminal 1 airlines continue to work through issues related to a blown transformer that created a loss of full power for Terminal 1 at approximately 11:15 a.m. Sunday.

Backup generators are currently providing power to health, safety and critical building systems for Terminal 1 and Concourse A & C. Airlines are still able to operate but their ticketing, gate and baggage delivery systems are impacted. There are delays and longer than normal waits for check-in for airlines in Terminal 1. Passengers flying out Sunday afternoon should arrive earlier than normal if they have confirmed their flight status with their airline.

Concessions and other services are also impacted by the power outage.

Airport crews and Ameren immediately responded to the outage and are working to restore full power later today.

This power outage does not affect Terminal 2 or Southwest Airlines.

Moose on the Move: Lambert Photo of the Week

Heather with Go Best Express wears moose ears to celebrate the International Moose Convention in St. Louis.

It was Moose madness at Lambert Airport on Thursday, when nearly 3,000 travelers flew in for the 2016 International Moose Convention being held in St. Louis. Go Best Express handled the majority of the ground transportation, and employees celebrated by wearing giant moose ears.  Even the monkey Go Best keeps behind the counter was sporting a pair. Former Moose International Grand Council Member and Moose of 34 years, Abby (not pictured), was waiting at Go Best to be transported and said on behalf of the organization, “We are very grateful to St. Louis for hosting us.”  She emphasized that “the public is welcome to come and be a part of the community.”  The Moose organization contributes between $75 to $100 million worth of community service (counting monetary donations, volunteer hours worked and miles driven) annually to help brighten the futures of thousands of children in need across North America. 

Airport Improvements

Free Cell Phone Lots

Avoid parking fees the next time you pick up a passenger. Lambert provides free waiting zones for motorists near each terminal.

Learn More »

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