Master Plan

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The Master Plan is a document that establishes a strategic approach to address the future of the airport by creating a 20-year development framework (to 2038) that will ensure the best use of YQL’s fundamental resource – land. The Lethbridge Airport Master Plan provides development strategies tailored to the 5, 10 and 20 year planning horizons. The Master Plan serves as a planning framework to ensure short-term developments do not impede the airport’s longer term objectives.

The document builds upon recommendations from previous studies and identifies current priorities and new approaches. The Lethbridge Airport Master Plan was completed in August 2018.

Growth Chart

Marketing

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Successful airports are those that can best market themselves. Existing and potential customers must be aware of the product and services available at the airport.  The Marketing for the Lethbridge Airport consists of two distinct but equally important applications:

  1. Air Service Marketing
  2. Customer Focused Marketing

These two focuses will be delivered with customer needs in mind. Sustainability of air service and air service development will be approached with a balanced methodology. Airport customers will be provided with the full Lethbridge Airport story to help them make the YQL choice.

“Help your customers and you help your business.” ~ Leo Burnett advertising agency

Organization Hierarchy Chart For Corporate Company People

Governance

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The project will address the airport governance structure required for future operational success. Furthermore, a roadmap will be created for the implementation of the recommended governance model. The 2016 Airport Financial Assessment and Governance Update Report recommended the implementation of an airport commission. In May 2017, Lethbridge City Council approved a resolution to move forward, in principle, with Lethbridge County on the pursuit of a possible airport commission. This will be the driving commitment in supporting the delivery of a new Governance Model.

What is the project timing?

  • The project began in November 2017 with key stakeholder consultation in support of the Master Plan.
  • The first deliverable was a subset of the Master Plan and Marketing Strategy with a focus on airport improvements that can be implemented in the near term.
  • The complete YQL Master Plan was delivered in August 2018.
  • 2018 and 2019 will see a focus on refining an Airport Governance Model, Airport Marketing Strategies, and preparing an Area Structure Plan.