OAKLAND — A plan to rename Oakland International Airport in a way that includes San Francisco in its name has drawn flack from a bigger Bay Area rival, marking an unusual conflict among the region’s aviation hubs.
The proposal being floated by Oakland International Airport has prompted San Francisco International Airport to state that it’s “deeply concerned” about the plan for a new moniker.
A jetliner departs San Francisco International Airport, December 2023. (Karl Mondon/Bay Area News Group)
San Francisco Bay Oakland International Airport would be the new name for the East Bay travel complex, according to the plan proposed by the Port of Oakland, which operates the airport.
“The Port of Oakland is considering a name modification to boost inbound travelers’ geographic awareness of the airport’s location on the San Francisco Bay,” said Barbara Leslie, president of the Port Commission.
The proposal isn’t being taken well by San Francisco International Airport officials.
“We are deeply concerned about the potential for customer confusion and disservice that could result from this proposed renaming,” said Ivar Satero, director of San Francisco Airport.
Officials noted the longevity of the San Francisco Airport name.
“SFO has operated since 1927 and has used the name ‘San Francisco Airport’ or ‘San Francisco International Airport’ for most of its history, making it immediately recognizable to customers,” Satero said.
In contrast, East Bay aviation officials maintained the new name would help bolster the profile of the Oakland travel hub.
“This will protect our airport’s over 30,000 good-paying, direct jobs and $1.6 billion in economic impact on the region,” Port of Oakland Commission president Leslie said of the name change.
Some aviation partners stated that they supported the name change.
“Oakland helped put us on the map in California,” said Jennifer Bridie, Southwest Airlines director of marketing communications & strategy. “We’re wholeheartedly supportive of this rebranding.”
The Port of Oakland Commission was slated to consider the name change at an April 11 meeting.
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“We anticipate the new name being considered by the Metropolitan Oakland International Airport will cause confusion for the public, either through a misunderstanding of its physical location or its perceived relationship to SFO,” San Francisco Airport director Satero said.
The Oakland Airport name change is part of the travel hub’s efforts to improve the passenger experience at the complex, including an upgrade of the Terminal 1 check-in lobby, and adding new and local concessions and restaurants.
The East Bay airport seeks to be certain that passengers are aware that the Oakland complex is near an array of destinations in the Bay Area.
The perceived lower profile of Oakland Airport has made it tougher for the travel hub to retain the routes that it attracts.
From July 2008 to March 2024, Oakland Airport added 54 new routes. Of these, 39 of these were lost. Six destination that pre-existed mid-2008 were also lost.
“Market research and interviews with airline partners have shown that routes have not performed as well as they should have due to the lack of geographic awareness, making air carriers reluctant to sustain and add new routes in Oakland,” Port of Oakland Interim Director of Aviation Craig Simon said.