Merced Regional Airport Authority Meeting - April 21, 2026

This summary is based on the raw transcript; no agenda or minutes were available. The meeting was held on 2026-04-21 at 14:45 UTC. After roll call and the Pledge of Allegiance, the authority reviewed the annual attendance report and the Advanced Airlines quarterly marketing report, then adjourned on a motion and second.

Roll Call and Opening

• Roll call confirmed present: Cheryl Hirsch, Robert Scoble (Chair), Delvina Johnson, Sabrina Baum, and Serafina Silva.
• The Pledge of Allegiance was recited.

Operational Update and Advertising Discussion

• Staff described strong activity, with planes full and one cargo arrival and one cargo departure each day.
• An authority member asked whether there is advertising at UC Merced; staff responded that carriers are targeting the UC audience, including students, staff, and professional services.
• Staff explained that the interline/code-share agreements help flights appear in booking systems, including with Alaska Airlines now and across more carriers after July.
• Staff noted that Contour Air is responsible for marketing under its agreement and will make a presentation once underway.
• Staff mentioned that major public institutions have already approached the airport about advertising, similar to Fresno Airport, which could increase revenue if campaigns perform.

Annual Attendance Report

• Staff noted that the annual attendance report is submitted to the city clerk's office and lists meetings attended and missed, with mid-year appointments designated.
• The report was on page 27 of the packet; members were asked to confirm or challenge the attendance numbers.
• A member requested a spelling correction in the report ('S E F instead of R').
• A member said they would check whether the listed absence should have been marked as excused; staff explained they followed city clerk specifications on excused vs. unexcused absences.
• Discussion clarified why a former member still appeared, because the reporting period starts April 1, not July 1.

Advanced Airlines Quarterly Marketing Report

• Staff presented the quarterly marketing report (Item E4, 26-313; page 32) submitted under the Essential Air Service contract.
• The report covered Advanced Airlines' flights to Hawthorne and Las Vegas, including an interline/code-share agreement with Alaska Airlines and transfer connectivity with United, Alaska, and American Airlines.
• Marketing efforts highlighted in the report included the 'Added Altitude' in-flight magazine with open and click rates, Instagram and Facebook engagement, website traffic, print and social campaigns, a three-day travel guide for Merced/Yosemite, promotions, giveaways, and a church and school fundraiser.
• The report also noted memberships and sponsorships, including with a local Hispanic chamber of commerce and the Merced County Farm Bureau.
• Staff reported that Las Vegas and Los Angeles ridership has been about 50-50, flights are full on Wednesdays and Thursdays, and bookings are hard to come by, which was described as a positive sign.
• One authority member said engagement and communication with the community have improved since the start.

Key Outcomes

• The authority reviewed the annual attendance report and the Advanced Airlines quarterly marketing report.
• A spelling correction to the attendance report was requested, and one absence was flagged for possible review.
• No formal vote tally appears in the transcript for the discussion items.
• The meeting was adjourned by motion and second.