On March 26, Newton, Mass.-based airport developer and manager MarketPlace Development, in conjunction with the Metropolitan Washington Airports Authority (MWAA), hosted a concessions outreach forum to discuss food and retail opportunities at Ronald Reagan Washington National (DCA) and Washington Dulles International (IAD). MarketPlace president Paul McGinn spoke to ARN’s Ramon Lo about the meeting and their work on the program.
Lo: What is the role of MarketPlace with MWAA?
McGinn: MarketPlace Development is the manager for the food & beverage and retail programs at IAD and DCA for the Metropolitan Washington Airports Authority. Responsibilities include leasing, marketing, management, construction coordination of the concessions program.
Lo: When is the entire program targeted to be completed?
McGinn: Ninety-five percent of all of the concessions at both airports will be converted or reconstructed. The full redevelopment at IAD and DCA will take approximately 30 months to complete. The project should conclude in the first half of 2016.
Lo: How has the leasing for Phase 1 and 2 for DCA and IAD gone?
McGinn: MarketPlace Development has leased 84 units in the first and second wave of redevelopment, and there are 28 locations currently under construction. Construction on Phase 2 selections will begin this summer. The new offerings reflect an increasing passenger desire for branded retail and broader, healthier food choices at airports. The selections include a range of local, regional and national brands. [See list below]
Lo: How different are the passengers between DCA and IAD, and how does their passenger mix influence the tenant composition?
McGinn: International enplanements are increasing dramatically at IAD. Longer dwell times mean that we need to give these passengers a greater variety of shopping and dining options. We want to provide these passengers with recognizable luxury brands as well as a taste of the Washington Capital region, with additional food offerings. The majority of DCA’s passengers are made up of business travelers and tourists to the nation’s capital, which is why we want our concessions to reflect the best of the region and give visitors to the airport the first taste of the area the moment they step off the plane.
Lo: A release announcing the latest outreach forum mentions an “opportunity for local businesses.” Is this for local-based operators or is this also a nod towards a focus on local/regional concepts?
McGinn: Both. We want to update and improve the mix of retailers and restaurants at both airports. We’ve been successful in our relationships with regional and national. It really is our model to develop and implement a merchandising plan that is customized for that airport, to reflect the local area where it operates and to reflect the unique demographics of the airport.
Lo: Which parts of DCA and IAD are in the 3rd phase of leasing?
McGinn: The spaces in each wave of leasing are spread throughout the airport so we can always provide customers with variety of choices during construction.
Lo: How was the response for the outreach?
McGinn: The response to our outreach efforts has been awesome. Through the three outreach forums we have hosted so far, hundreds of individuals have taken the opportunity to learn more about DCA and IAD and expressed interest in leasing at the airports. There are all sorts of ideas that are in play for both of the Washington D.C. airports. As spaces become available we are talking to multiple tenants and evaluating them on a number of criteria to determine which brands are the best fit for the program that we are putting together.
Lo: Can you provide a rough outline of the calendar for the third phase of leasing?
McGinn: The third phase of leasing commenced with the Spring 2014 Leasing Opportunities Outreach Forum on March 26. We will then solicit interest from potential concessionaires, begin leasing this summer, and look for spaces to be in construction this fall. Phase 3 concessions are projected to open in the first half of 2015.
Lo: What is the ultimate vision–be it MarketPlace’s or MWAA’s–of the finished product?
McGinn: MarketPlace Development’s vision is to provide the traveling public with the best passenger experience and the highest level of customer service, through our selection of cutting edge concepts, great brands and world class design. Not only are we limited to the tenant design and concepts, but we’re working to improve the customer experience with customer service and selection which reflect the best of the Washington Metropolitan region, along with the best concessions that the industry has to offer.
