Conglomerate’s FBOs retain their individuality

Jeffrey Ross is at the helm of an unusual conglomeration of FBOs, a quasi-chain of 12 facilities that retain their original brand names instead of adopting

By Matt Thurber • Editor-in-Chief

December 31, 2008

Jeffrey Ross is at the helm of an unusual conglomeration of FBOs, a quasi-chain of 12 facilities that retain their original brand names instead of adopting a common brand for the entire group. Not having a single brand for this many FBOs is unusual, especially in a time when the big three chains–Atlantic Aviation, Landmark Aviation and Signature Flight Support– have made such strong efforts to convince consumers of the benefits of working with FBO chains with dozens of facilities.

Ross believes that the local flavor is what makes FBOs successful and he doesn’t like to impose headquarters-focused mandates on facilities that are already successful and liked by customers. Even when Ross Aviation purchased a majority interest in the five-FBO Bradley Pacific chain in Hawaii, that chain retained its identity. “We do not think that national branding is a particular benefit,” Ross said, “and we think these FBOs have good local identities.”

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