An economic dirty word

When I was in high school, way back in the last century, my football coach (among others) used to tell us that we had potential. Unfortunately for me they considered potential a dirty word because it implies a lack of effort and will.
The same word applies to the Gary airport. It has the potential to be an economic powerhouse for the entire region, not just Gary. But what will it take to make the airport live up to its’ potential?
First we have to stop the insanity. If you repeat the same actions and expect a different result, that is a form of insanity. Now apply it to the airport. They have repeatedly courted under-capitalized start up passenger airlines that don’t go anywhere people want to, given them buckets full of (our) cash, and then are surprised when the airline fails after a couple of months.
Second, we need to change the definition of success. The airport could be a successful general aviation (GA) and cargo airport, but because the majority of people paying the bills (you and I) don’t understand general aviation or cargo operations, the inmates running the asylum won’t try for that success. Why is there more air traffic at Lansing Municipal than at Gary Regional? Because Lansing is very friendly to the general aviation sector, is Gary? Or is Gary more concerned about luring another lowest common denominator passenger outfit? As a cargo terminal the airport, along with the regions rail and highway network, could very well be a vital part of the regions future, but they have to eliminate that dirty word from their lexicon and start doing, instead of making excuses.
Thirdly the attitude of the management needs to be changed. The current head of the airport is on record saying that airports aren’t supposed to make money. That is true, but they aren’t supposed to be money pits either.
Finally, a real marketing strategy is needed. I have a friend who is in marketing and he tells me that “brand image” is very important for any business whether it is “Snuggle” fabric softener or the “Gary” airport. I’ve said it before; the traveling public will not willingly go to anything with the taint of Gary, Indiana. Change the name of the airport already.