Airport Business

JUN-JUL 2018

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ADVERTORIAL Andy Merkin, Producer at Moment Factory, the multimedia company behind audiovisual experiences at Singapore Changi Airport and the Tom Bradley International Terminal at LAX: "We find it's important to bring us in at an early stage. It helps to integrate and control cost. We work in a different cadence to a lot of the planning and construction, in that our installation and our media production don't happen until the latter half of a project. By bringing us in early we can do some of that planning, and in the era of smart technology, it also allows us to plug into any of the other systems that are in the airport — weather, traffic patterns, the flow of passengers, luggage or planes. We can visualize all of it and make it part of the integrated experience." HOW ARE AIRPORTS EMPLOYING AUDIOVISUAL EXPERIENCES? Arteaga: "At Orlando, we're going to have something interactive called a portal. It's a 60-foot-high space where we put a series of video content and you can actually add pictures of your kids and see yourself there." Jon Graves, Senior Manager of Marketing and Public Relations, San Diego International Airport: "We have a piece that goes down Terminal 2 called The Journey. It's a bunch of purple LEDs…and you see one person swim — just a silhouette — all the way down the terminal. Its slow and methodical and a great example of using art and video to do exactly what we're talking about: Ease the customer experience." Merkin: "We're seeing examples of airports building facilities that ask passengers to stay — restaurants and shopping outside on the land side of security. They're starting to get the message that [the experience] is not just about getting baggage and leaving; they have an opportunity and that message has to reach passengers the second they hit the gate: Enjoy your time here. It's not a facility, it's a venue." Roach: "In Fairbanks, we've branded ourselves as the Golden Heart of the interior of Alaska and also the gateway to Denali National Park. What better tool to use than audiovisual technology to show the wide-open spaces, the expanses, the ruggedness of the mountains — all those things that tell that story?" ANY PARTING ADVICE? Graves: "The planning needs to involve the story teller, to get at the intent behind why you're delivering on these new technologies." McElvaney: "Keep the content current. It gets stale if you don't change it out. A frequent flier who's coming there all the time will stop looking at it if you don't refresh the content." Rief: "There are four basics that apply to all airports. You have to be digital; if you don't have the backbone and infrastructure for that, you're going to have a hard time getting started. We also think you need to be multiuse — to provide multiple messages in the same location so they can be tailored. It needs to be content-rich — the information passengers need when they need it and where they need it. And it needs to be beautiful, like at LAX. We're trying to enhance the customer experience; why not do it in the most beautiful, most modern way possible?" Brad Grimes, Senior Director of Communications, AVIXA: "I had a great conversation at the AAAE Conference with an airport official about all the audiovisual experiences you could bring to an airport and her question was, 'What's the value proposition?' It's a legitimate question, and the answer is, 'It depends.' AV can deliver huge benefits, but the value proposition is negligible if audiovisual technology is not treated as a strategic asset. If all we do, like we probably did 10-15 years ago when displays went flat, is slap them up here, slap them up there, then the value proposition is far less. To me it's exciting that the audiovisual and airport industries can have conversations about the goals that airports have and how can we bring audiovisual solutions to bear on those goals." To learn more about the ways airports can use audiovisual solutions to improve the passenger experience, visit www.avixa.org/transportationAV. Photos: Signapore Changi Airport (left); Toronto Pearson International (right)

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