When I fly, my first choice is always to fly in and out of Charlottesville. I’ve never understood making a three-ish hour drive to avoid a 45 minute connection. (Yeah, you can get to Dulles or Reagan faster, but have you driven through Gainesville in the morning lately? Brutal.) Add to that: finding parking, waiting for a shuttle, lines at curbside check in, lines at check in, lines at security, and “show up an hour early” being a rule, not a guideline. Really, who needs the hassle?
Bottom line: Flying from Dulles, Reagan National, or Richmond is just plain flat-out a pain in the ass.
Financially, unless there’s a significant differential, driving to fly makes even less sense. Parking at, say, Dulles is going to run between 9 and 30 bucks a day. The workaround, if you’re going somewhere for a while (and have an early morning flight), is to spend the night at an airport hotel (for a C-note) and leave the car there for free.
And frankly, tickets out of Charlottesville are often a pretty good deal. In July, when I flew to London, Ontario, to play at the World Lacrosse Championships, it was less expensive for me to fly from CHO to Toronto and take ViaRail to London than it was to fly from Dulles to London. Charlottesville to Toronto was even less expensive than Dulles to Toronto.
So, how is the Charlottesville-Albemarle Airport promoting itself? By attacking low-fare airlines. Last night I went to the airport’s web site and the first thing I saw was this “skip intro”:

Other than being a reasonably funny use of stock photography, there’s not a lot to like. None of the reasons you’d actually want to fly from Charlottesville are there. Instead, the Charlottesville-Albemarle airport is shilling for expensive, bloated, old carriers.
Here’s the problem: by and large, people LIKE the new, low-fare airlines better than the airlines we grew up with. Before they went out of business, ValuJet was enjoyable to fly. With leather seats and a zillion channels of live TV, I’ve never heard anyone bad-mouth their experience on Jet Blue. Southwest is consistently rated pretty highly by the people who fly Southwest.
So, CHO wants people to fly from CHO because they can’t fly on the airlines that they like. Brilliant.
But wait! There’s more!
The other problem is that the old-style, “incumbent” carriers, aren’t particularly well-liked. Ever try to check a bag that’s 2 pounds overweight? That’s 50 bucks, thanks. Get tied up in traffic on the way to the airport? Some airlines will cancel your reservation, with no refund possible. Want that whole can of club soda? Welcome to the world of “service with a glare”.
While I don’t want to tar all the incumbents with the same brush — Quantas and USAir are my two current favorite airlines — but most incumbents carriers suck. Other than my first flight ever in 1978, I’ve never had a good experience on American Airlines. Ever. Ever, Ever.
So, CHO wants people to fly from CHO because they have to to fly the airlines that they hate. Brilliant.
The bottom line is this: if the Charlottesville-Albemarle Airport wants to continue to increase the number of people who use it, they need to come up with a message that’s actually, well, true. (Or, at least one that people might believe.) Because at this point, the people whose minds CHO needs to change — customers of Jet Blue and AirTran and SouthWest, et al — are going to stop listening before they even enter CHO’s web site.