What’s in a name?
A whole lot more than Oakland Port officials bargained on when they decided to change the name of Oakland International Airport to something a little more regional and a little less, well, Oakland.
And it turns out there is no shortage of people who say they have a personal stake or vested interest in the issue. Public opinion so far appears weighted toward the “nay.”
That outpouring of opposition was evident in person and in written comments at the Thursday meeting where Oakland officials voted in favor of changing the name of the city’s airport to San Francisco Bay Oakland International Airport: San Francisco tourism and hospitality interests, the director of the San Francisco International Airport, travelers, and even California legislators all said it is a bad idea. The city of San Francisco has even threatened a lawsuit over what it says is a trademark violation.
Why change the name at all? More than 11 million passengers passed through Oakland’s airport last year, still shy of pre-pandemic levels but rising every year. But Oakland airport officials lobbied for the change, claiming travelers unfamiliar with the region fly into SFO even if their destination is closer to the Oakland airport. Changing the name to San Francisco Bay Oakland International Airport will change that, they claim.
Many don’t see it that way and say an airport name change degrades Oakland, its image, history and people.
The Oakland branch of the NAACP, in a letter to airport officials, said a name change could potentially impact Oakland’s identity and rich civil rights history.
“While some officials may see the renaming as a simple rebranding effort, we view it as a reflection of ongoing gentrification in Oakland,’’ said the letter from Cynthia Adams, NAACP Oakland branch president. “The concerns raised by residents about the erasure of Oakland’s history and identity are valid and indicate the need for a more thoughtful approach to renaming such a significant landmark.”
Oakland airport, like SFO and many U.S. airports, is still struggling following the pandemic and looking for ways to rebound. Oakland’s passenger totals for 2023 were 16% below pre-pandemic numbers when the East Bay aviation center handled more than 13 million passengers. A rebranding, airport officials say, could entice travelers and help pump money into the airport.
Not so fast, say SFO officials and their allies.
John Hutar, the president and CEO of the San Mateo County/Silicon Valley Convention and Visitors Bureau, said a renaming would negatively impact travel-related industries. The airport generated $6.34 billion for San Mateo County in 2021 and employs at least 10,000 people, according to SFO’s latest available data.
And why should they care? SFO is actually located in San Mateo County and officials estimate the county earned around $98 million in taxes from the airport that year.
San Mateo County Supervisor Dave Pine said a name change has the potential to confuse travelers and hurt businesses that have products delivered by plane.
“The concern is that it would cause confusion where passengers would accidentally book a ticket to Oakland when they meant to book a ticket to SFO,” Pine said.
SFO airport Director Ivan C. Satero said that is not far-fetched. He shared a story to drive home his point.
“Several years ago, an international low-cost airline launched service at Oakland International Airport but marketed itself as an airline serving San Francisco,’’ he wrote in a recent Mercury News editorial. “We saw several passengers for this airline arrive every day at San Francisco International Airport to check in for their flight, only to learn that their airline was operating in Oakland. Many missed their flight as a result. For this reason, among others, this airline eventually relocated its operations to SFO.”
Bay Area resident Tom Bowman said he applauds the motivation for the name change plans but condemns the proposed name.
“Changing to ‘San Francisco Bay’ only highlights insecurity and creates a perception that (Oakland airport) is trying to fool the public or be something it isn’t,’’ he wrote in a letter to Oakland airport officials.
But Port Commission President Barbara Leslie said the name change is a positive way to stand up for Oakland and the East Bay.
“This name will make it clear that (Oakland airport) is the closest major airport, for 4.1 million people, three national laboratories, the top public university in the country, and California’s Wine Country,’’ Leslie said in a statement after the unanimous vote, according to the Associated Press.
Passengers at the Oakland airport Friday said they didn’t see what all the fuss is about.
Robert and Christine Guimbarda of St. Louis made a stop in Oakland on their way to Hawaii. The couple lived in the Bay Area for a decade and said they don’t see a problem with changing the airport’s name.
“People who want to go to SFO know where they are going,’’ Robert Guimbarda said. “I don’t get the feeling of offense over the name.”
Traveler Charles Yamarone, who uses the Oakland airport when he comes up north from Los Angeles, said he too is not opposed to a new airport name.
“I think it’s good,” he said. “I think it accurately describes the Oakland airport’s ability to serve the entire Bay Area.”
Oakland airport isn’t the first Bay Area airport to face objections over a proposed name change. In 2011, San Jose officials considered adding “Silicon Valley” to Norman Y. Mineta San Jose International Airport to give it more cachet and boost business amid rising debt from a $1.3 billion airport makeover.
Some leaders proposed dropping the word Mineta from the name altogether while others said it was important to honor the former San Jose mayor, congressman and U.S. transportation secretary.
In the end, city leaders scrapped the idea altogether, vowing to revisit the angst-ridden naming process if an international airline wanted to create a joint marketing effort that required changing its name to include the words “Silicon Valley.”
A second vote for final approval of San Francisco Bay Oakland International Airport as Oakland airport’s new name is scheduled for May 9.