OAKLAND — The renaming of Oakland’s airport is all about putting the city first, literally. The East Bay entity has selected Oakland San Francisco Bay Airport as its new title, aiming to inform fliers of its proximity to Bay Area amenities.

“By putting Oakland first, we’re really claiming our right to the Bay,” said Craig Simon, director of aviation for airport owner the Port of Oakland, in an interview before the news was made public Friday. “We’ve been here for almost a century and this is about moving Oakland and our economy here in the East Bay forward.”

This is the second recent name-change attempt by OAK, the airport’s three-letter code which will remain the same. The Port of Oakland Board of Commissioners voted last May in support of renaming the airport the San Francisco Bay Oakland International Airport.

Displeased by the decision, a legal battle ensued between San Francisco International Airport officials and the Oakland airport. U.S. Magistrate Thomas S. Hixson sided with San Francisco in a November 2024 ruling that asserted the original rebranding would lead travelers to believe the two airports are associated with each other, creating “irreparable harm” for San Francisco International Airport.

Simon is hopeful the new name will stick.

Given that the airport sits on the San Francisco Bay and some infill land, Simon said the question isn’t whether or not the airport can reference the geographical marker in its new name. Instead, the issue is about whether they should. His answer is yes because doing so better informs travelers of what their flight options are.

“You really can’t argue with the fact that the airport is literally on the Bay,” Simon said. “We should be using the name. We should give ourselves that geographic identifier that people know across the world.”

As for whether it’s the name alone that keeps people from flying into Oakland, Simon acknowledged a number of factors are at play and that the Port of Oakland has been investing in both the airport and Oakland more broadly to improve their image.

New shops and food and beverage vendors have been rolling out, “showcasing what’s happening in Oakland,” Simon said. And work to modernize the airport’s terminals – adding 16 new gates – is pushing ahead, he added.

All of the upgrades, including the name change, are meant to act as a “major economic development tool” during a time when air travel is down and the city of Oakland is facing budgetary struggles, according to a press release announcing the rebrand.

“OAK is a critical engine for Oakland and East Bay prosperity,” said Port Executive Director Kristi McKenney in a statement. “Every new flight at OAK can generate millions of dollars in economic activity, more small business opportunities, more tourism in our city, and more investment in all of our East Bay communities.”

The name won’t become final until July 24, following a series of votes by the Port of Oakland Board of Commissioners. If adopted, Simon said the team will focus on a full digital rebranding push.

“We’re really hoping that this time around they’re a little bit more pliable with us and work with us as far as how this name rolls out,” Simon said.