Business and government leaders are hoping the Greater Rockford Airport can launch economic growth in the Rock River Valley.

John Lewis, associate vice president for NIU’s Outreach Program, has done extensive research on the economy in northwestern Illinois and said the airport could play a major role in reviving the region’s economy. Lewis moderated a March 11 summit that explored possible ways to market the facility.

“First and foremost, the Greater Rockford Airport is reinventing itself,” said Bob O’Brien, executive director of the Greater Rockford Airport. “We’re expanding public knowledge that we’re the 23rd largest cargo airport in the country.”

Marketing efforts discussed have included simple ideas such as creating a standard set of speaking points for business and political leaders to use when promoting the airport to more complex ideas such as providing economic incentives that make the facility more attractive to businesses.

Brian Davis, a representative for U.S. Rep. Don Manzullo (R-Egan), said Manzullo pushed for federal funding during the summit to develop a marketing program that would give the airport a more recognizable name.

O’Brien said he also wants to increase public awareness on passenger flights offered by the airport.

“When you look to the Chicago and Milwaukee area, you can see that it’s gridlocked,” O’Brien said. “We’re in the position to help ease the congestion. We want to use our surplus capacity. We live in a global society that needs to travel goods and people all the time.”

O’Brien said he is looking at ways to offer special discounts to people in and around the Rockford community, one of which would benefit NIU students.

“We’ve been wanting to offer students at Northern Illinois University a discount on airfare to certain Spring Break destinations,” O’Brien said.