The airport board wants to take action now before they miss an opportunity to bring in new passengers.

That memorable quote from the movie "Field of Dreams" really only works in the movies.

It's taken several years and hundreds of millions of dollars to finally build the new airport, and now it's time to make sure the passengers use it.

Airport Director Randy Curtis says, “There has been a lot of discussion and actions taken with bed tax here in Bay County and in Walton County and working through that program itself. We've spent quite a few years in making this project happen and now we're switching gears and focusing on marketing the project.”

The Bay and Walton County tourist development councils and the airport authority will each pay $25,000 for a marketing study to determine who uses the airport and also to identify new markets.

The idea is to be able to sell the airport to a lost cost carrier, which will bring ticket prices down, and bring in more passengers.

"I think it's critical. There are so many aspects of this project that are unique,” says Airport Authority Vice-Chair Bill Cramer. “There are tremendous opportunities for economic development. There's a 4000 acre site, except for the airport itself will be available for development. It couldn't come at a better time as we are in a struggling economy this will be the engine that will help bring our region out of the Daldrens.”

Cramer also wants a unique website that better highlights the airport.

"The environment will be better with the airport than it would have been without it, because of the conservation. What other public works project can tell that story?"

By May 2010 the airport will be built, but the airport board knows that unless it markets it that won't be enough to make the passengers come.

The airport is nearly 50 percent complete with 8400 feet of the 10,000 foot primary runway almost complete.

The airport authority will hold a workshop in the next month to determine how they can fund the cross wind runway they hope to build.