More Info
									 B U S I N E S S PROFILE
By John F. Infanger, Editorial Director

Imaginaire turns its focus to regional retail
and positioning for an economic resurgence
ADDISON, TX — During his career, Bill Koch has headed up the AMR
Combs chain of fixed base operators, which also had a nationwide
charter fleet, and more recently served as president and COO of Seven
Bar Enterprises, Inc., a mini-chain of FBOs in the Southwest with a strong
                                                                                               Bill Koch formerly headed up AMR Combs and Seven Bar
air ambulance affiliate. In April, Koch was named president and CEO of
                                                                                                                                    Enterprises, Inc.
Imaginaire Private Jet Charter, an aircraft management and FAR Part 135
charter operator based at the Addison Municipal Airport. As is the case                      ny’s traditional base of fractionals and
with most business aviation companies today, Imaginaire has seen its                         national network charter providers.
business activity drop by a third over the past year, according to Koch. The                      “Charter today is more a national
                                                                                             market than it was in the past,” says
dramatic flip in activity has led officials to rethink the company’s business                Koch. “So, we recognize that there are            The company has made the neces-
model, which had been heavily reliant on serving national charter and                        these firms that have a national client      sary cuts internally in concert with the
fractional providers. The orientation today is more localized, with an eye                   base, and we’re happy to serve them.         one-third drop in revenues in recent
toward investing in the company to position itself for the economic                          What we do best is high-level, personal-     times. Imaginaire expects to have rev-
                                                                                             ized service. Our customers get used to      enues of some $6 million this year.
turnaround which officials here are convinced will come in time.                             using this facility; they drive through           Koch and Maxfield both relate that
     Comments Koch, “Any business is                   Explains Maxfield, “Being able to                                                  much of the charter market changed
concerned when it has a large concen-             build a business plan around support-                                                   overnight, as many of the new users
tration on one category of customer;              ing the fractionals and being a whole-        “We’re profitable; stable;                have exited the marketplace.
we’re looking for more diversity. That’s          sale supplier — four or five years ago         and making long-term                          Says Koch, “It is amazing to me
what we’re aiming toward.                         you build a whole plan around just sup-                                                 how quickly charter expanded and
     “We’re profitable; stable; and               porting that. Now, you have to build a      investments for the future.”                grew in the past five years. It has a
making long-term investments for the              plan that focuses more on the retail                    - Bill Koch                     much broader audience. The gen-
future. Those were the key criteria that          customer.                                                                               eral flying public would tend to go to
were important to me when I came on                    “In the next three or four years I                                                 Google to find an airplane. They’d
board and invested in the company.”               think there will be a correction in the    the gate, go directly to their airplane,     find a Learjet to go from Dallas to Las
     Koch is a former chair of the                amount of wholesale charter brokers        they take off, their car gets put away.      Vegas and what would often pop up is
National Air Transportation Association       
To top