Dane County Regional Airport

What Dane County Regional Airport does

Dane County Regional Airport (MSN) is a government-owned public airport operated by Dane County, Wisconsin as a division of county government, located approximately five miles northeast of downtown Madison on a 3,500-acre site. Originally established as Madison Municipal Airport in 1939 and transferred from the City of Madison to Dane County in 1974, the airport has operated as a self-sustaining enterprise fund with no property tax support since 1982. It serves 2.2 million+ annual passengers with 19 nonstop destinations in summer via six airlines: American Airlines, Delta Air Lines (continuous service since 1939), United Airlines, Frontier Airlines, Breeze Airways, and Sun Country Airlines.

The airport's core product is integrated passenger air travel operations built around a 274,000-square-foot main terminal (expanded in 2006) plus a 90,000-square-foot South Terminal Expansion opened in June 2023 with six new gates. Supporting infrastructure includes a 9,006-foot primary runway (18/36), a 9-megawatt solar array (the largest in Dane County), LEED Gold and Silver-certified facilities, complimentary WiFi 6 provided by SupraNet Communications (250x250 Mbps), real-time flight information via Cirium Aviation Analytics, free Aira visual interpretation, and EV charging through ChargePoint. On-site services include six car rental agencies (Alamo, Avis, Budget, Enterprise, National, Hertz), food and beverage operated by SSP America, retail operated by Paradies Lagardere, Wisconsin Aviation FBO for general aviation, TSA security operations, and accessibility amenities including pet therapy and family resources.

The business model combines aeronautical and non-aeronautical revenue streams: landing fees charged to airlines, parking fees across four tiers (economy $10/day through hourly $2/hour), car rental commissions, concession revenue from food/beverage and retail, tenant rent from FBO and on-site operators, and advertising managed by Lamar. The airport uses a Community Air Service Support Program (CASSP) offering marketing support and temporary landing fee abatements to attract new air service. Customer segments include regional travelers from south-central Wisconsin, business travelers, general aviation users, and car rental customers. Marketing is community-led through the FlyLocal campaign emphasizing cost and time savings versus Milwaukee or Chicago airports. The airport is governed by an 11-member Airport Commission chaired by Jason Ilstrup and led by Executive Director Mark Papko under County Executive Melissa Agard.

Name

Dane County Regional Airport

Legal name

Dane County Regional Airport

Website

https://msnairport.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

101–250 employees

Short description

Dane County Regional Airport (MSN) is a government-owned regional airport in Madison, Wisconsin, serving 2.2 million+ annual passengers with 19 nonstop destinations across six airlines. It operates a self-sustaining enterprise fund covering passenger aviation, parking, concessions, car rental commissions, and tenant rent across a 16-gate terminal on 3,500 acres.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Parking Fees: Revenue from multiple parking facilities including economy lot ($10/day), surface lot ($12/day), ramp ($14/day), and hourly parking ($2/hour up to 6 hours, $20/day)
2. Landing Fees: Fees charged to airlines for runway and airfield access, used to fund CASSP incentives for new air service
3. Concession Revenue: Revenue from food, beverage, and retail concessions operated by SSP America and Paradies Lagardere
4. Car Rental Commissions: Commissions from on-site car rental agencies including Alamo, Avis, Budget, Enterprise, National, and Hertz
5. Tenant Rent: Rent from airport tenants including Wisconsin Aviation (FBO), rental car agencies, restaurants, and retailers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Dane County Regional Airport operates a single-facility regional airport in Madison, Wisconsin, providing commercial passenger air travel operations across 19+ nonstop destinations. Core offerings include terminal amenities (dining, retail, complimentary WiFi 6), parking facilities (economy, surface, ramp, and hourly), ground transportation coordination, and accessibility services. The airport is operated as a self-sustaining enterprise by Dane County government, with airline route development supported through the Community Air Service Support Program (CASSP).

Product overview

Dane County Regional Airport (MSN) is a public airport serving Madison, Wisconsin, operating as a single-facility regional airport with integrated services. The airport's core offerings center on passenger air travel operations including real-time flight information, parking facilities (economy, surface, ramp, and hourly options), ground transportation coordination (taxis, rideshare, bus, rental cars), and terminal dining and retail. Dining options include six food and beverage venues featuring locally-sourced Wisconsin cuisine from vendors like Ancora Artisan Coffee, Metcalfe's Local To Go, and Chef Tory Miller's restaurants (Mad Town Gastropub, Vinoteca Wine & Tapas, Look Mom No Hands). Retail offerings include four shops selling Wisconsin-themed merchandise. Accessibility services include free Aira visual interpretation for blind travelers, pet therapy, wheelchair assistance, and family resources. The airport also provides complimentary WiFi 6, an economic impact calculator tool, and manages community air service development programs. Wisconsin Aviation handles general aviation operations on the eastern airfield.

Differentiator

Problem solved

Functional benefit

Products and services

• Parking Services On-site parking including an economy lot ($10/day), surface lot ($12/day), parking ramp ($14/day), and hourly garage parking ($2/hour up to 6 hours, $20/day). First 30 minutes are free in the hourly garage. EV charging stations available via ChargePoint. All parking is first-come, first-served with no third-party reservations.
• Complimentary WiFi 6 Service Free terminal-wide WiFi 6 provided by SupraNet Communications, delivering 250x250 Mbps symmetrical speeds, enhanced reliability, improved security, and support for more simultaneous connections throughout the airport terminal.
• Pet Therapy Program Volunteer pet therapy team providing certified therapy dogs to offer stress relief and comfort to passengers throughout the terminal. Contact: [email protected].
• Aira Visual Interpretation Service Free smartphone-based service connecting blind and low-vision travelers to trained agents who provide visual information to enable independent navigation through the airport terminal.
• Lost & Found Services Lost and found handling for items lost in or around the terminal, with coordination to airline and TSA lost and found services. Phone: 608-661-4809.
• Cell Phone Lot Free waiting area for drivers picking up passengers, located near the airport terminal with EV charging available.
• Accessibility Services Special needs accommodations including wheelchair assistance, disabled parking, TTY phones, companion care restrooms, mothers' lounges/nursing suite, adult changing station, service animal relief area, and children's play area.
• Community Air Service Support Program (CASSP) Airport-funded program providing marketing support and temporary landing fee abatements to airlines to encourage the launch of new or enhanced nonstop air service to Madison. The airport works with airline partners, regional businesses, tourism organizations, and economic development leaders to grow route options.
• Real-time Flight Arrivals & Departures Information Real-time flight status information for arriving and departing flights, gates, times, and statuses, powered by Cirium Aviation Analytics and available on the airport website.
• TSA Security Checkpoint Operations TSA security checkpoint operations with daily hours from 4:30 AM until last departure, including TSA PreCheck at the south checkpoint and K9 explosive detection team. Airport badging office supports 49 CFR Part 1542 compliance.
• Travel Cost Calculator Online tool comparing total travel costs including airfare, gasoline, parking, travel time, and stress between flying from MSN Madison versus alternative airports (Milwaukee MKE, Chicago ORD).

Quantifiable outcome

• $1.52 generated for every $1 spent at the airport
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

20 partnerships are on record, tiered core, secondary and minor.

• American AirlinescoreChannel Partner/ Reseller/ DistributorMajor airline partner providing service to Chicago O'Hare, Dallas/Fort Worth, Charlotte, Philadelphia, Washington Reagan, Phoenix, Boston, and New York LaGuardia. Reservations: 800-433-7300.
• Delta Air LinescoreChannel Partner/ Reseller/ DistributorMajor airline partner providing service to Detroit Metro, Minneapolis-St. Paul, Atlanta Hartsfield-Jackson, Boston Logan, and New York LaGuardia. Reservations: 800-221-1212.
• United AirlinescoreChannel Partner/ Reseller/ DistributorMajor airline partner providing service to Chicago O'Hare, Denver, and Newark Liberty. Reservations: 800-864-8331.
• Frontier AirlinessecondaryChannel Partner/ Reseller/ DistributorLow-cost carrier providing seasonal service to Denver International and Las Vegas McCarran. Phone: 801-401-9000.
• Breeze AirwayssecondaryChannel Partner/ Reseller/ DistributorUltra low-cost carrier providing service to Tampa, Orlando, Los Angeles, and Raleigh-Durham (inaugural service 2026).
• Sun Country AirlinessecondaryChannel Partner/ Reseller/ DistributorProvides seasonal service to Phoenix Sky Harbor, Las Vegas McCarran, Seattle-Tacoma, and Fort Myers Southwest Florida International.
• Alamo Car Rental CompanycoreChannel Partner/ Reseller/ DistributorOn-site car rental in baggage claim area. Phone: 608-249-1449, Toll Free: 800-462-5266.
• Avis Car RentalcoreChannel Partner/ Reseller/ DistributorOn-site car rental in baggage claim area. Phone: 608-241-6075, Toll Free: 800-831-2847.
• Budget Car RentalcoreChannel Partner/ Reseller/ DistributorOn-site car rental in baggage claim area. Phone: 608-249-5544, Toll Free: 800-527-0700.
• Enterprise Rent-A-CarcoreChannel Partner/ Reseller/ DistributorOn-site car rental in baggage claim area. Phone: 608-661-4900, Toll Free: 800-325-8007.
• National Car RentalcoreChannel Partner/ Reseller/ DistributorOn-site car rental in baggage claim area. Phone: 608-241-3803, Toll Free: 800-654-3131.
• HertzcoreChannel Partner/ Reseller/ DistributorOn-site car rental in baggage claim area. Phone: 608-249-1614, Toll Free: 800-227-7368.
• Wisconsin AviationcoreImplementation/ SI/ Consulting PartnerFixed Base Operator (FBO) handling general and private aviation, fueling operations, and pilot services. Located on east side of airfield since 1994 with state-of-the-art 15,000 sq ft general aviation terminal opened 2002.
• SSP AmericacoreChannel Partner/ Reseller/ DistributorFood service operator providing employees for all dining locations in the airport terminal. Manager: Shanna Olivero, [email protected].
• Paradies LagarderecoreChannel Partner/ Reseller/ DistributorRetail concession operator managing Madison XChange, Madison Essentials, Capital Commons, and Lake Country Travel Mart shops.
• Madison Gas and Electric (MGE)coreTechnology or IntegrationUtility partner operating 9-megawatt solar array on 58 acres of county-owned land north of airport. Largest solar array in Dane County and largest single-customer installation in Wisconsin.
• SupraNet CommunicationscoreTechnology or IntegrationProvides complimentary WiFi 6 throughout the airport terminal with 250 x 250 Mbps symmetrical speeds. Support: 608-237-6152.
• 115th Fighter Wing (Wisconsin Air National Guard)minorStrategic or Co-development PartnerMilitary aviation unit stationed at Truax Field undergoing F-35 transition. Cooperates on PFAS remediation and noise abatement programs.
• Dane Buy LocalminorGTM or Marketing PartnerLocal business organization partnered with airport on FlyLocal campaign encouraging community to fly from Madison instead of larger airports.
• Lamar Airport AdvertisingminorGTM or Marketing PartnerThird-party contractor managing airport advertising inventory. Contact: Tracey Hensen, 608-577-4478.

Scale indicators10 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Chicago O'Hare International Airport: Major Midwest hub explicitly named in MSN's cost calculator as the alternative for south-central Wisconsin travelers; competes on nonstop breadth and fare rather than convenience.
• Minneapolis-Saint Paul International Airport: Delta's primary Midwest hub; competes with MSN for upper-Midwest traffic and influences Delta's service levels at MSN given Delta's anchor role there.
• Chicago Midway International Airport: Secondary Chicago airport with significant ULCC presence that pulls price-sensitive Wisconsin travelers away from MSN, especially for leisure routes.
• Milwaukee Mitchell International Airport: Larger Wisconsin commercial airport operated by Milwaukee County; directly competes with MSN for Wisconsin-origin passengers and is the primary alternative cited in MSN's own cost calculator.

Direct peers

• Dubuque Regional Airport: Mid-size Midwest regional airport of comparable scale, similar airline mix, and analogous small-metro catchments — useful benchmark for traffic and unit economics.
• Green Bay Austin Straubel International Airport: Mid-size Wisconsin regional airport with comparable passenger volumes, similar legacy-carrier mix, and analogous self-sustaining/authority governance structure — the closest in-state peer.
• Duluth International Airport: Mid-size Upper Midwest regional airport with similar passenger volume, comparable mix of legacy and ULCC service, and a regional economic engine role similar to MSN's.
• Rochester International Airport: Mid-size Upper Midwest regional airport with comparable passenger scale, similar nonstop route count, and Mayo Clinic-driven business traffic — strong structural analog.
• Appleton International Airport: Wisconsin regional airport serving the Fox Valley with similar traffic scale, nonstop network size, and reliance on legacy plus ULCC carriers — directly comparable in service model.

Regional players

• La Crosse Regional Airport: Smaller Wisconsin regional airport serving a similar state-region role with a much thinner route network; comparable in market positioning but materially smaller in scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MSN_Airport
• Facebookfacebook.com/MSNAirport

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dane County Regional Airport