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Issue link: http://airportbusiness.epubxp.com/i/140389
MANAGINGAIRPORTSTODAY "If you're able to bring in recognizable concepts that people will gravitate toward, it generates more revenue, but also a perceived quality and value." JOHN REEB, SENIOR PRINCIPAL PROPERTY MANAGER, SAN FRANCISCO INTERNATIONAL AIRPORT And in the first true year-to-year comparison (2003 versus 2006), concessions' revenue jumped nearly 112 percent, he adds. Airports in areas known for their local cuisine can capitalize on that, Reeb notes. SFO's home run came with its Napa Farms Market, the centerpiece of Terminal 2's food program. This spin-off from the city's Ferry Building Marketplace offers passengers a place to grab a last-minute bottle of wine, fresh produce or quick bite as they head out of town. Local Food Network Chef Tyler Florence has a stand in the market, as does a local wood-fired pizza place. Gourmet cupcakes and organic coffee put the frosting on the cake for this first-of-its-kind airport concession. "It has been a huge success," says Reeb. "The first month it was open they had no idea how successful it would be. The market was running out of stock by Noon, which was a good problem to have." Local branding runs even stronger at SFO. Perry's, a long-standing bar and grill in the city, and the city's famous Buena Vista Café, serve passengers a local experience as well as good food. Brewer Gordon Biersch brings its renowned beer and garlic fries to the facility. "If you're able to bring in recognizable concepts that people will gravitate toward, it generates more revenue, but also a perceived quality and value," Reeb explains. KNOW THY CUSTOMER An Irish pub is being built at Miami International Airport (MIA). Adrian Songer, MIA chief of Aviation Business and Revenue Development, says he didn't come up with the idea; the owner of its Cuban restaurant did. While MIA is well-known for its Latin flair through dining, shopping and décor, Songer says diversity remains an important element in airport concessions development. For example, Gate D8 will once again host British travelers this summer, and Songer explains there's a profit to be made if Johnnie Walker and scones are Airports are putting quality over quantity into their retail and concessions offerings. June/July 2013 airportbusiness 21