JetBlue’s David Ortiz Gate at Boston Logan International Airport (BOS)
New Source of Airport Revenue
Jet Blue has decided to dedicate Gate 34 at Boston Logan International Airport in honor of Red Sox’s retired star David Ortiz, “We are planning to have some subtle nods to David that Red Sox fans will recognize and appreciate, while still maintaining a JetBlue aesthetic,” said Ronda Ivy McLeod, a Jet Blue spokeswoman. “David has touched the hearts of the entire city with his love for the game as well as for the community, and to celebrate his lasting impact on the city of Boston, we’re dedicating Gate 34 in Terminal C at Logan Airport in his honor.
That’s an interesting concept to have themed gates at airports. Almost every professional and college stadium, arena and other facility is currently named after a commercial entity. And FedEx, Met Life, American Airlines, United Airlines, Capital One, Wrangler Jeans, AT&T, Mercedes Benz, the University of Phoenix (which does not have any sports teams) and the like are willing to pay millions for the privilege of having their name festooned on those buildings.
Airlines and airports love identifying new sources of revenues. Place-naming an airport might be interesting, but the families of Messrs. La Guardia, Kennedy, Dulles, O’Hare, Bush, Thurgood Marshall, Lindbergh, Arnold Palmer, Charles Schulz, De Gaulle and Hartsfield (are there any named after a woman?) would be angry that their brand was being diluted.
Thus, might airports issue RFPs for companies to bid on naming gates like Mr. Ortiz (aka Big Poppy) Gate 34? Here’s a quick list potential bidders:
The Watergate Hotel, Washington, DC “from this Gate to the Watergate”
San Francisco’s Golden Gate Bridge “not all Gates are as enchanting as ours”
Gateway Computers- “This Gate opens the internet to you”
Louis’ Gateway Arch “This gate opened the West; from your gate come to St. Louis”
Bill Gates Microsoft “The open gate to possibilities; you can use our software on your flight”
Gateway Bible “Our Gate secures the flight to Heaven”
John Deere Gator “This Gator may be slower, but it’s fun”
The Florida Gators “Our Gators go farther”
Gatorade “This Gator aids you to refreshment”