Red Tape Florida recently released an investigative piece on the slow growth and high fares at Tallahassee International Airport, and the feedback was enormous.
Local Tallahassee resident, Co-Founder of Launch Tally and WellConnector and Sr Advisor, Informatics Strategy, APHL Board Chair at Ruvos, Eddie Gonzalez Loumiet weighed in on the issue at hand and offered some insightful suggestions.
Here are some ideas…some may already be in the works and some may not make sense for our region but maybe it will keep the conversation going…we need to think differently…
Build a Regional Air Alliance
- Form a multi-county/regional partnership with neighboring counties and cities to jointly market TLH as the airport for the broader region (not just Tallahassee).
- Leverage joint funding for incentives to attract airlines
Create a “Fly TLH” Incentive Program
- Offer rebates or local tax credits to businesses that book a minimum number of flights through TLH annually.
- Develop a frequent flyer cash-back or perks system that rewards residents who consistently choose TLH over Jacksonville or Panama City.
Develop an Airline Incubator Program
- Partner with start-up regional airlines or charter operators and help incubate new routes with subsidized landing fees, marketing help, and operational support.
- Pitch TLH as a test market for new short-haul or hybrid models (examples: semi-private flights or subscription-based air service like JSX).
Strategic Public-Private Partnership
- Create a public-private fund involving FSU, FAMU, TSC, major local employers, and the state to subsidize or offset the financial risk for new airlines/routes.
- Example: Amazon, Apple, or JetBlue helped fund new airport developments in other markets. It could also be a way to attract them to do business in our region.
Tech + Travel Innovation Hub (one of my favorites)
- Position TLH as a smart airport innovation zone, inviting tech startups to test autonomous luggage handling, biometric security, or AI-enhanced travel experiences. We can be a beta testing ground..make it easy for these companies to do biz in Tallahassee.
Redefine TLH’s Brand
- Launch a bold rebranding campaign that positions TLH as “The Capital Gateway” or “The Smartest Airport in the South.” We have a ton of smart marketing folks in our community..they can come together (work as one) to help.
Now, if we want to change the game…we will need a quarterback willing to lead the vision and execute.
Oh, there is one more….Free Parking.
Offering free parking at TLH could be a game-changing incentive….especially in a city like Tallahassee, where travelers drive to the airport.
Immediate traveler savings: For many, parking adds $50–$100 to a trip. Free parking makes TLH more competitive vs. JAX or Panama City. And it is not only about the $ but the time and convenience…how many people get a family member to drop them off at the airport at 5AM or get picked up at 11PM to save on parking…..
Behavior shift: People often drive 2–3 hours to fly cheaper. Free parking could help tip the balance back in TLH’s favor—especially for last-minute or short trips.
Perceived value: “Free parking” is simple and powerful marketing ….easy to remember, easy to sell. To me this is the best part. The publicity alone could drive more attention to TLH as we are thinking different about travel.
“Fly TLH Free Parking” Program
Why not try it? Conduct a pilot program for 12–18 months offering free parking for travelers who book through TLH (would require proof of boarding pass).
Could be tiered: first 3–5 days free, then reduced pricing. We won’t know if it will work if we don’t try it…
Free Parking for Loyalty
Partner with local banks, business groups, or airlie to offer free or discounted parking based on flight frequency, employer affiliation (state worker, FSU/FAMU/TSC, etc.), or enrollment in a “TLH Perks” program.
Weekend or Off-Peak Parking Free
Free parking Friday–Sunday or for early morning/late-night flights to encourage use of underutilized times. Again, proof of a boarding pass is needed.
Free Parking as a Business Incentive
Offer companies and agencies free airport parking for employees who book business travel from TLH
Make it part of Tallahassee’s business retention and expansion strategy.
Amplify the Strategy
Combine free parking with targeted airline recruitment, marketing, and economic development initiatives.
Use it as leverage in regional business conversations: “We don’t just want you to stay in Tallahassee—we’ll make it easier for your people to travel too.”
Just some initial thoughts and ideas…..