With Seattle-Tacoma International’s (SEA) retail leases expiring in 2015, Deanna Zachrisson has had retail on her mind for some time. In assessing her airport’s offering, she concluded that they could use more, beginning with the conversion of a few food and beverage spaces to retail.
“As far as sales per enplanement, we don’t achieve what we could be doing compared to other airports of comparable size,” says Zachrisson, business leader for airport retail and dining at SEA. “What we have is very successful. We just don’t have much of it.”
The SEA program is looking to expand from 17,433 square feet of specialty retail to nearly 50,000 square feet by 2025, according to Zachrisson.
Neil Maxfield, acting director of concessions at Denver International (DEN), also has had retail on his mind. With approximately 75 percent of the airport’s program changing over the next three to five years and the first wave of opportunities coming up within the next few months, he notes that the Denver community has taken notice and is waiting to see what will be done.
“They know the program is in transition and they know we’re going out for food and beverage and retail,” says Maxfield. “We’re getting people locally who want to be a part of the airport.”
Matching Retail, Travelers
Airport staffs use a variety of ways to search for the right concept.
John Reeb, senior principal property manager of revenue development and management at San Francisco International (SFO), follows the oft-utilized approach of exploring the surrounding neighborhoods, gathering opinions from colleagues and reading industry news to stay current on trends.
“We’re always on the lookout for something new and exciting, as well as the established brands and concepts,” says Reeb. “The new needs to be offset by the bread and butter.”
Susan Stiene, director of commercial services at Vancouver International (YVR), looks to other industries such as cruise lines and shopping centers, the latter coming from when she served as the president for the British Columbia Council of Shopping Centres.
“Through relationships, I am able to keep abreast of what is happening in the retail area,” says Stiene.
Read the entire story in ARN’s August issue. If you do not receive ARN, click here to subscribe.
