Monday, June 9, 2014 – 08:30 a.m.
It’s round twenty for San Bernardino International Airport (SBD).
While nearby Ontario International Airport struggles to regain passenger traffic count, officials at SBD are hoping that a new makeover will help the aging and dormant facility re-market itself.
The Fixed Base Operator (formerly known as Millionaire), will now be known as “Luxivair SBD”. Whatever that means.
Maybe they want it to sound like passenger carrier “Luxair”.
The facility logo has also changed.
Recently, airport officials hired Nostrum, Inc. to re-market the facility. This is the beginning of that endeavour.
One significant, yet secondary, improvement is the Internet website for the airport. It’s much improved and easier to navigate.
How these changes combat the lack of aviation demand in the East Valley, problematic air traffic control flight paths, poor accessibility and an overall bad reputation, is unknown.
Victorville’s Southern California Logistics Airport has proven to also be a staunch competitor of SBD.
Will anything change here, anytime in the forseeable future? Probably not.
It will be a tremendous task to justify the waste of the more than $250 million local officials plowed into this pipe dream.
Apparently they’re still trying to do just that!