Airport Business

JUN-JUL 2013

The airport professional's source for airport industry news, articles, events, and careers.

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MANAGINGAIRPORTSTODAY Catchy Concessions What do Irish pubs, gourmet cupcakes and pet boarding facilities have in common? They are all ways airports can boost consumer confidence and compete in an increasingly competitive market C onsumer confidence is the benchmark of an economy's growth, and the same is used when measuring airport concessions' success. From branding with famous chefs and local appeal, to services like walking paths and upscale pet boarding, airport concessions are making a statement in consumer confidence, and it's a big one. It's a way to build revenue, but also consumer loyalty and following in today's competitive market. John Reeb, a senior principal property manager at San Francisco International Airport (SFO), says airports are not quite at the stage where they are selling the destination, but that is coming. Frequent fliers know which airports have certain amenities, and with more people booking their own flights, "if they know their favorite steakhouse is at Hartsfield-Jackson International in Atlanta, they will book through Atlanta," he says matter-of-factly. John Greer from Minneapolis-St. Paul International Airport (MSP) agrees. This assistant director of Concessions and Business Development reports the industry is definitely heading in that direction, and on some levels, is already there. To become the airport of choice, branding is playing a large role in developing an attractable and sustainable concessions program. But it needs to be balanced with maintaining the 20 airportbusiness regional flair travelers expect when passing through their favorite cities. LOCAL BRANDING PAYS Branding is hot in today's airport concessions, says Reeb. From famous chefs like Cat Cora to high-end designers, such as Michael Kors, names sell. In 2004, his San Francisco airport moved from 30 years of a master concessionaire model to direct leasing with local restaurateurs. "We went to a quality program rather than the cookie-cutter, snack bar, traditional one," he explains. B4 YOU BOARD is an HMSHost concessions program that allows travelers to order a meal on-the-go and pick it up at a designated station near their gates. June/July 2013 By Jen Bradley

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