Last month I wrote about a proposal by our local airport director to “brand” our local airport traffic control tower with the corporate logo of an aviation-related business. The idea generated a lot of discussion, with the pros including added revenue for the airport which could allow for lowering landing fees and perhaps drawing more flights here. The cons include setting precedents for allowing advertising on publically owned structures and amendments to sign ordinances.

Both the local planning commission and a citizens advisory committee had voted against the idea, but just this week the Medford City Council approved the plan. The as-yet-unnamed corporation has a good reputation, assures airport director Ben Case, and its signs will be tasteful. In exchange for $3,000 a month for the next 10 years, the company will be permitted to place a 675-square-foot sign on each of the four sides of the 100-foot-tall control tower. Lighting must be subtle (so as to not interfere with air traffic controllers) and no electronic signage is permitted.

The lone dissenting vote came from a councilwoman who expressed concern that if one airline advertises on the tower, other airlines that land at the airport could find it offensive and take their business elsewhere. (Currently, Horizon Air/Alaska, United Express, SkyWest/Delta and Allegiant Air offer flights here). Conversely, others suggest that lower landing fees could encourage Allegiant to take the leap it’s been contemplating for the past few years and add a weekly flight between Medford and Hawaii.

It will be interesting to see how this all plays out in the coming months. Personally, I have mixed feelings about the topic, but I’m hopeful that the “branding” will indeed be tasteful and the suggested economic benefits will be realized. As an apparent first-ever venture of this sort, it will certainly provide our little corner of the aviation industry some attention. 

— Patty Vanikiotis, associate editor/copy editor