Austin Straubel International Airport playing host to TakeOff North America

Heather Graves

Staff

September 9, 2024

GREEN BAY – The 2025 NFL Draft isn’t the only major event coming to Titletown this season.

Green Bay is set to host the 2024 TakeOff North America conference Oct. 22-24 at Lambeau Field. 

“This is a unique opportunity for Green Bay,” Austin Straubel International Airport (GRB) Director Marty Piette said.

Just as bringing the draft to Green Bay was a years-in-the-making process, Piette said so, too, was the process of bringing the country’s largest domestic airline conference to the region.

“We essentially put in a bid to host the conference,” he said. “We have been working with the conference planners over the last several years to figure out what their idea was as far as the next optimal location, and it worked out for us for this year.”

Focused on supporting the development and expansion of the North American domestic aviation market, Piette said the event has become an integral forum for the small- and medium-sized airport air service development community within North America.

“The conference brings in key decision-makers from the North American domestic airline network planning community,” he said.

Piette said TakeOff North America, powered by Routes, attracts more than 130 airline, airport, tourism organizations and travel development representatives – equaling about 250 people – from across the continent to learn, collaborate and partner for air service development. 

“With it being held here in Green Bay, it gives those decision-makers a first-hand opportunity to see and learn about our airport and community – experiencing what we have to offer,” he said.

Piette said this includes airlines that wouldn’t typically serve the region – such as JetBlue and Southwest.

“It brings them here and gives us an opportunity to showcase our community (and explore the potential),” he said.

Conference details

The three-day conference, Piette said, provides attendees with opportunities to learn about trends and challenges within the industry through presentations, panel discussions and breakout sessions – which will take place on the Wednesday and Thursday of the conference.

Some of the conference speakers include: 

• Matthew Cornelius – executive vice president, Airports Council International-North America.
• Drew Jacoby Lemos – senior vice president of government and external affairs, Regional Airlines Association
• Christina Cole – senior digital aviation strategist, Advance Aviation
• Kayleigh Tarbet – senior aviation graphic designer, Advance Aviation
• Mark Heefner – commissioner of aviation, Greater Binghamton Airport
• Brian Grefe – director, Central Wisconsin Airport

The conference, Piette said, will also feature one-on-one meeting opportunities.

“Airport representatives can set up one-on-one meetings with airlines where they essentially provide a win-win situation or opportunity so that airline might be interested in serving that particular airport,” he said.

In addition to conference-specific events, Piette said TakeOff North America participants will have an opportunity to experience Northeast Wisconsin activities, including Lambeau Field tours, dinner at a local supper club, a visit to the National Railroad Museum, a trip to EAA AirVenture Museum and a wine tasting and shopping tour in Door County. 

“We have also included some additional surprises for our airline partners to make sure their time here is memorable,” he said.

A handful of firsts

Brown County Executive Troy Streckenbach said this will be Wisconsin’s first aviation development conference of this scale.

“Though there are other aviation industry conferences, such as JumpStart – which took place in Milwaukee last year – this brings together a much larger group of people who can help drive economic growth for our area through air travel and development,” he said.

Streckenbach said he looks forward to showcasing the growth and vibrancy of Brown County and Northeast Wisconsin to travel industry executives.

The conference will be held at Lambeau Field – which Piette said is definitely a standout aspect of hosting the event in Titletown.

“Lambeau Field is part of the whole, I would say, Green Bay experience,” he said. “When we travel throughout the country, obviously everybody knows Green Bay, because of the Green Bay Packers. But even if you’re not into football, Lambeau Field, itself, is a bucket-list destination place.”

Piette said this is the first time the TakeOff North America conference has been held at a stadium.

“Typically, it’s held at a hotel downtown with conference centers,” he said. “So, this will definitely be a memorable experience, which I think is very important – leaving that lasting impression with our airline partners.”

Meetings and conference programs will take place inside the stadium’s South End Zone event spaces.

Bringing these airline and airport partners into the Greater Green Bay area, Piette said, is an accomplishment in itself.

“The real goal here is to get these airline partners into our community, which is difficult to do because they’re so busy with the other 450 airports throughout the country,” he said. “So, the conference provides that opportunity for them to see all that Green Bay has to offer when we meet with them and are asking for that enhanced or additional air service.”

Making pitches to airlines for enhanced or additional service, Piette said, isn’t the only objective of the conference for GRB.

“We want the attendees – whether it’s airline or airport attendees – to remember our community and want to come back and visit – schedule a trip with the family so they have more time to explore,” he said.

Piette said the conference will also give the Green Bay region an economic boost.

“The immediate impact is that we have more than 200 people descending upon Green Bay that will be in hotels, at restaurants and renting cars,” he said. “The future impact is again that remembrance aspect of Green Bay – showing those air service industry that we have the businesses and the community that can support new and additional air services.”