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INDUSTRY INSIDER February/March 2016 airportbusiness 39 F e b r u a r y / M a r c h 2 0 1 6 a i r p o r t b u s i n e s s 3 9 See the Signage Port Columbus' David Salame discusses how using digital signage to cultivate and create content enhances the passenger experience and boosts nonaeronautical revenue The planned digital signage upgrade includes two main projects. The first is a multi- screen installation in the central ticket lobby, designed to provide a platform for flight infor- mation, general airport information, marketing and paid advertising. The second installation is a large video wall designed to attract cus- tomers to the food court. The new installations are part of an effort begun in 2010 when the airport completed the installation of a grid wall in its center tick- et lobby. David Salame, manager of business development for the Colum bus Reg iona l A i r p o r t A ut ho r it y, notes this installation has been very popular with advertisers and other users. "We had the oppor- t u n it y t h rough t he terminal upgrade to install two new signs," says Salame. "The center video wall, primar- ily targets anyone in the ticket lobby, but it is above Concourse B. We have three concourses, so A and C had soffits above their entrances, and instead of going with a grid system, we are going with a direct view, high-resolution LED. It is going to be a very large, seamless display that will include both advertising and flight information displays. We are able to get passengers the information they need, provide a very good platform for advertisers, and other messaging." Salame has been part of the digital signage project since it first appeared on the drawing board due to his management of the airport's advertising program. Through this work, he was able to identify return of investment (ROI) and other benefits derived from digital signage. Airport Business recently had the oppor- tunity to tap into Salame's impressive digital signage resume, which includes membership in the Digital Signage Federation and sitting on the board of the Digital Signage Expo, to get some insight on what makes or breaks a digital signage installation. T hings are a changin' at Port Columbus International Airport. The airport recently wrapped up an $80 million terminal update. Part of the project to renovate the 55-year-old terminal included infrastructure upgrades to support new digital signage. David Salame, manager of business development for the Columbus Regional Airport Authority