Worst possible place to market helicopter lessons: a pilot convention
Last week I donated a helicopter intro lesson to a suburban daycare center’s benefit auction. The retail value of this lesson is $199, but the auctioneer did not mention any price. He stressed what an amazing achievement it would be to take the controls of a real helicopter. The high bid was $750. I was in the room and said I’d be willing to donate a second lesson. The auctioneer persuaded the underbidder to come up to $750 as well. So we got $1500 for two lessons in three minutes. Neither of the bidders had any flying experience.
East Coast Aero Club was a co-sponsor of a standing-room only aviation safety presentation this evening here in Bedford, Massachusetts. The hotel conference room must have held at least 600 people and perhaps closer to 1000. Nearly all were certificated airplane pilots. We had our brochures for helicopter training and a sign advertising a “$99 helicopter intro” special. The people in the room would have known that this is an amazingly good deal for a brand-new Robinson R44. They pay more than that per hour to fly a 30-year-old Cessna or Piper airplane.
How many pilots leaped at the chance to try out the helicopter for less than the cost of a dinner for two? Zero. How many expressed any interest in helicopter lessons? Zero. Of the folks who were passionate enough about aviation to earn a certificate and spend an evening at the Doubletree, how many were willing to pay 1/7th the price offered by a suburban mom? Zero. Almost universally they said “It is too expensive”. These are folks who fly for pleasure. They don’t have a second home on an island or a job in the Adirondacks to which they must commute. They rent little planes to fly up to southern Maine for breakfast and fly back. I began to wonder “If saving money is so important to these guys, why do they fly at all? A 10-year-old Honda Accord would get them anywhere they need to go at a much lower cost.”
[Speaking of flying and cost… http://www.airnav.com/airport/kteb shows that Jet Aviation at Teterboro is charging $9.02 per gallon for 100LL aviation gasoline. That’s the highest that I’ve ever seen, despite the fact that oil is not at an all-time high. It may be the case that taxes and fees collected by the airport have gone up, so I’m not sure that Jet is to blame. I would find this alarming except that the federal government assures me that we do not have inflation in the U.S.]
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