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Consultant suggests scrapping Milwaukee's Mitchell airport name


MILWAUKEE, WI (WTAQ) - An airline industry consultant says Milwaukee’s major airport should have a more regional name as it tries to draw passengers from a wider area.

Jay Sorensen of the Idea-Works Company in Shorewood tells the Journal Sentinel that the name Mitchell International should be scrapped – and the airport should include northern Illinois in its name as it tries to attract more business from Chicago. 

Sorensen said he knows that folks in Wisconsin will have a big issue with his idea but quote, “It’s the kind of elephant in the room that needs to be talked about.”

Mitchell promotes its lower fares and more convenience in urging travelers to fly to Milwaukee instead of the congested O’Hare Airport in Chicago.

Pat Rowe of Mitchell International says a market study would have to justify any name change to Milwaukee’s airport – and she said it would not be easy to add Northern Illinois to its name, considering the debate generated when the name “Mitchell Field” was changed to “Mitchell International.”

Milwaukee County owns the airport, and Tim Sheehy of the Metro Milwaukee Association of Commerce says the welcome signs at the airport should at least mention the Milwaukee area – and not just the county as they do now.