San Francisco Takes Legal Action Against Oakland's Airport Name Change
A legal battle ensues between San Francisco and Oakland as San Francisco challenges Oakland's airport renaming proposal.
San Francisco is taking legal action against its neighboring city across the Bay because of a proposed name change for Oakland's airport.
The Port of Oakland's commissioners recently decided to rename Oakland International Airport to "San Francisco Bay Oakland International Airport."
"The feedback we receive from airlines is that it's difficult to sell tickets to Oakland because of the lack of name recognition," explained Danny Wan, the executive director for the Port of Oakland. "Many people are unaware that Oakland is located by the San Francisco Bay, which has been a challenge for our marketing efforts."
Despite the new name, the airport's three-letter identifier, OAK, will remain the same.
San Francisco took legal action in federal court on Thursday. They are asking the court to stop Oakland from using the name because they believe Oakland is trying to benefit from confusion.
The City of San Francisco holds the trademark for "San Francisco International Airport," also known as SFO.
San Francisco Mayor London Breed shared her thoughts on Oakland as well. She expressed that Oakland is abundant in culture, filled with wonderful people, and possesses its own distinct identity. In a letter addressed to the Port of Oakland, Mayor Breed emphasized that Oakland does not need to rely on San Francisco's name to make a name for itself at the airport.
The Orchard area within Doha's Hamad International Airport (DOH).
The Orchard area within Doha's Hamad International Airport (DOH).
Hasan Zaidi/Alamy
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Wan rebuffed the idea that the new name would cause confusion.
There are numerous airports with a similar city or geographic name in their title. However, airlines, airports, and passengers have all found ways to navigate this commonality.
An attorney representing the Port of Oakland, Mary Richardson, expressed disappointment with San Francisco's lawsuit. Richardson stated that the proposed renaming of OAK does not violate SFO's trademark. The Port of Oakland is committed to defending its right to be recognized in the San Francisco Bay area and is advocating for Oakland and the East Bay community.
How airlines are reacting
At least one airline has already started using the new name.
Azores Airlines, the airline that operates flights from Oakland to Terceira Island in the Portuguese archipelago in the Atlantic, has included OAK in its new name.
United Airlines, which has the majority share of the market at SFO, expressed its disapproval of the proposed name change. According to the Bureau of Transportation Statistics, United Airlines holds over 40% of the market at SFO.
The airline representative expressed concerns that the name change could confuse travelers and cause inconvenience, especially for those unfamiliar with the region. This may result in passengers accidentally booking travel to the wrong airport.
Southwest, with an 82% market share at Oakland, stated in a news release with the Port that they fully support the rebranding. They believe it recognizes OAK's economic significance in the San Francisco Bay area while maintaining its ties to Oakland. Despite this, Southwest did not provide a comment to CNN's request.
Final approval for the name change is pending a second vote from Port of Oakland’s Board of Commissioners on May 9.
Editor's P/S:
The dispute between San Francisco and Oakland over the proposed name change for Oakland International Airport highlights the challenges of balancing marketing strategies with potential confusion among travelers. While the Port of Oakland aims to increase name recognition and attract more business, San Francisco's concerns about leveraging its own brand raise valid points.
The impact on airlines is another important consideration. United Airlines' apprehension about passenger confusion is understandable, as the similarity in names could lead to booking errors. However, Southwest's support for the rebranding suggests that the benefits of emphasizing Oakland's connection to the San Francisco Bay area may outweigh the potential risks. Ultimately, the decision of the Port of Oakland's Board of Commissioners will determine whether the proposed name change proceeds and how it will affect the region's aviation landscape.
