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Need to rename airport not clear

We’re not sold on the idea of renaming Denton Airport. It has been our experience that building on an established name is more successful and makes better sense than trying to become something else under a new name.

For one thing, it tends to confuse people and, for another, it serves no further purpose than to make the name changers feel as if they’ve accomplished something.

The airport in Denton is an important part of our economic picture — of that we are certain. And it has much to offer as the city continues to grow. But rather than put the efforts into creating a “new” image, it would seem more prudent to expend efforts toward continuing to improve the product itself.

With more than 250 acres of land available for lease and a 7,000-foot runway, the airport is well positioned to grow in the coming decades. And, it has grown substantially in the last 10 to 15 years with U.S. Aviation, Business Air and Jet Works — to name just a few. A number of new hangars have been built and a number are being leased.

All of that doesn’t include the airport’s control tower — a major achievement for the city-operated airport, which took years of working with the Federal Aviation Administration to achieve.

We understand the need for some of the proposed $350,000 in public improvements to the airport, as they will further position the airport to handle future growth. A turnaround and bus stop appear to serve the airport’s needs. The sculpture park, however, does fall under the “is this necessary?” category.

If the Airport Advisory Board is divided on the issue, that alone should tell Denton City Council members something. As the advisers, the board is the closest link to airport operators that the city has and when they talk, it seems prudent to listen.

The funds earmarked for a new name, branding and a new logo seem a bit much, especially in times when money is still tight and everyone is budget-conscious.

We’re glad to hear council members Chris Watts and Dalton Gregory tell city staff to seek feedback from airport tenants and other stakeholders on this issue.

We’d like to hear it, as well. The feedback will have to be strongly favorable to convince us that this isn’t frivolous at best.