Resource Manual for Airport In-Terminal Concessions (2011) / Chapter Skim
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14 Case Studies
14 Case Studies
Pages 216-247
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is governed by a 12-member Airport Board of Directors (Board)
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Terminal D functions as a domestic terminal for American Airlines and as the major international terminal for the entire airport and handled 2.6 million enplaning international passengers in 2008, more than 95% of total international enplaned passengers. The international passengers drive higher retail spend rates.
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218 Resource Manual for Airport In-Terminal Concessions Table 14-2. Enplaned passengers, sales, and sales per enplanement by terminal (Dallas/Fort Worth International Airport)
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DFW has more than 223,000 square feet of concession space, as shown in Table 14-4. The airport is implementing a terminal redevelopment plan that will improve the existing terminals and add concession space in accordance with its adopted planning standard of maintaining 8 to 10 square feet of concession space for every 1,000 enplaned passengers.
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The airport is adding concession space around the Skytrain stations, which are heavily traveled by connecting passengers and which are also located opposite the major security checkpoints. Thus, the areas around the Skytrain stations are exposed to large concentrations of both connecting and O&D passengers and are the most desirable area in which to cluster concessions.
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Dallas/Fort Worth International Airport core O&D passenger market segments. Dream Weavers 21% New Suburbia Families 17% Young Cosmopolitans 10% Small-town Success 7% Urban Commuter Families 5% America's Wealthiest 5% Prime Middle America 4% Secondgeneration Success 3% O ther segments 28% Source: Dallas/Fort Worth International Airport.
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It is governed by a five-member Airport 222 Resource Manual for Airport In-Terminal Concessions Figure 14-3. Dallas/Fort Worth International Airport core connecting passenger market segments.
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14.2.2 Traffic Overview SFO handled 18.5 million enplaned passengers in 2009 and ranked tenth in the United States and twentieth in the world. It is the second-largest commercial service airport in California after Los Angeles International, handling 18% of the state's domestic passengers and 32% of its international passengers.
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The airport received net revenue of $1.62 per enplaned passenger from food and beverage, specialty retail, and convenience retail sales. International enplaning passengers spent an average of $15.27 in duty free shops, which provided net revenue to the airport of $4.06 per international enplaned passenger.
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Table 14-7 summarizes concession space by category, and Table 14-8 summarizes concession space per 1,000 enplaned passengers. Space in the domestic terminals is somewhat constrained, as the average of 6.2 square feet per 1,000 enplaned passengers includes considerable pre-security space in Terminal 1, which is of marginal utility.
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SFO concession space per 1,000 enplaned passengers (square feet)
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Terminal 2 will have capacity for 5.5 million annual enplaned passengers and will handle a projected 3.2 million enplaned passengers in its first year of operation. Terminal 2 will have 14 gates expected to serve predominantly narrow-body aircraft, but with the capability of accommodating a Boeing 747-400 sized aircraft.
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Source: San Francisco Airport Commission 2009, p.
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. Table 14-9 summarizes gross and net revenue and gross and net revenue per enplaned passenger, as well as concession space and space per 1,000 enplaned passengers by category.
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14.3.7 Commercial Strategy The Authority's commercial strategy, implemented over several years, has had multiple elements including the following: • Reconfiguring and remodeling the terminal building • Creating a single security checkpoint that consolidated two separate departing passenger flows 230 Resource Manual for Airport In-Terminal Concessions Figure 14-8. Terminal layout (Tulsa International Airport)
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From 2004 to 2008, TUL's sales per enplaned passenger increased by 78%, more than twice as fast as the rate of growth of airports with enplaned passengers of 1 million to 2 million, which grew by 38%. The program also had a major effect on the perception of the airport and the terminal.
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14.4.2 Traffic Overview In 2009, PDX was the 30th busiest airport in the United States based on passenger boardings, with 6.4 million enplaned passengers. PDX is served by 13 airlines with direct service to many domestic locations, as well as locations in Canada, Mexico, the Netherlands, and Japan.
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Enplaned passengers, sales, and sales per enplaned passenger by terminal area (Portland International Airport)
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PDX has almost 77,000 square feet of food and beverage, convenience retail, and specialty retail concession space, as shown in Table 14-12. 14.4.7 Commercial Strategy PDX has long been considered an innovator and leader in terms of concession program quality and performance.
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Concession space and concession space per 1,000 enplaned passengers by terminal area (Portland International Airport)
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PDX's commitment to the environment is exemplified by its receipt of ACI-NA's 2010 Outreach, Education, and Community Involvement Award for its Airport Futures Project under which the Port of Portland, the City of Portland, and the Portland-Vancouver communities worked together to create a long-term airport master plan and city-use plan for PDX that incorporates community values and integrates sustainability principles. 14.5 Amsterdam Schiphol International Airport Amsterdam Schiphol Airport (AMS)
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is owned and operated as a subsidiary of the Schiphol Group, which also operates other commercial airports in the Netherlands including Rotterdam the Hague Airport, Lelystad Airport, and Eindhoven Airport. AMS is run as an independent commercial company.
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Metropolitan Amsterdam has a population of only about 2.2 million, and The Netherlands has a pop238 Resource Manual for Airport In-Terminal Concessions Figure 14-12. Nationality of passengers (Amsterdam Schiphol Airport)
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The airport has over 300,000 square feet of concession space, as shown in Table 14-14. AMS has an extensive landside retail development called Schiphol Plaza, which serves the large number of on-airport employees who commute to work, rail passengers, meeters and greeters, farewellers, and others.
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is the primary international airport serving Seoul and is the principal international gateway to Korea. The airport has been named "world's best airport" in the ACI-World Airport Service Quality survey for the past 5 years (Incheon International Airport Corporation 2010, p.
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Case Studies 241 Figure 14-14. Destinations by world region 2009 (Seoul Incheon International Airport)
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Overall, the airport has more than 300,000 square feet of concession space spread over four levels, or about 20 square foot per 1,000 enplaning passengers. This space ratio is more than twice that of the average U.S.
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Case Studies 243 Figure 14-15. Terminal layout (Seoul Incheon International Airport)
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14.7.2 Traffic Overview In 2009, CPH handled 9.7 million enplaned passengers. The airport has a strong catchment area due to its location in Scandinavia.
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However, the duty free sales per enplaned passenger are estimated to be around $10.00, with annual sales exceeding $100 million. 14.7.5 Terminal Configuration The airport recently consolidated its two main security checkpoints into a single central checkpoint and is in the process of adding 50,000 square feet of new concessions space.
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The arrivals shop is also promoted as reducing passengers' carbon footprint, as the passenger does not have to take the added weight on his or her trip. 14.7.7 Concessions There are 10 duty and tax free shops, 71 specialty shops, and 17 restaurants and bars, with a total of 106,000 square feet (10.7 square feet per 1,000 enplaned passengers)
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Merchandise is then ready for pick up at counters in one of the five duty free shops • A Tax-Free Club offering regular discounts on merchandise • Price guarantee to beat department stores by 20% • A women-only cocktail lounge, planned as a refuge for single women business travelers • An iPhone app showing arrivals, departures, shops and restaurants, and special promotions Case Studies 247
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