saleme 2013 symposium
TRANSCRIPT
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CONCESSIONS: BEYOND “LOCATION, LOCATION, LOCATION”
Presented By: David W. Saleme, A.A.E.Columbus Regional Airport Authority
Track: B (Terminal/Landside)
Workshop: 5
Title: Concessions to Concessions
Moderator: Chris DonahueURS
Date: 7 February 2013
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About Today
David Saleme, Esq, A.A.E.Business Development Manager
Columbus Regional Airport AuthorityPort Columbus International Airport
Getting the Most out of Your Square FootageBeyond “Location, Location, Location”
• Background on CMH• Location, Services, Promotion
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About CMH
Port Columbus International Airport CMH
• Total Annual Passengers – ~6,380,000• Three Concourse Design, separate checkpoints,
no post security connectivity.• No single carrier dominates the market.• Just over 40,000 square feet of concession space.• Approximately 46% of concession space pre-
security.
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About Our Revenue
2007 2008 2009 2010 2011 20122,700,000
2,900,000
3,100,000
3,300,000
3,500,000
3,700,000
3,900,000
4,100,000
4,300,000
4,500,000
Enplaned PassengersRevenue to Authority
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Revenue Impact
2009 2010 2011 2012 2013 2014 2015 2016 2017$3,500,000
$3,700,000
$3,900,000
$4,100,000
$4,300,000
$4,500,000
$4,700,000
$4,900,000 @ 1% from 2009
Through 2012
@ 1% after 2012
@ 3% after 2012
$637,000
$670,000
$1,130,000
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Location
Increase Revenues through customer focused concessions, services, and marketing.
This “customer focused” approach was developed as a result of the transition in concession responsibility at the end of 2009 – we made adjustments based on:
– identifiable industry successes with concepts beyond typical “in-line” locations,
– data from surveys demonstrating that passengers asked for concepts already in place,
– our own experiences observing passengers in the terminal.
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Location
Location
• Total Concession Square Footage– 10,000 to 12,000 per million EP
• Ratio of Pre/Post Security– 10/90 split– heavy concentration post-security
• Alternatives to “in-line” locations
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Location
Terminal – As a Whole
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How Much?
10-12,000 Square Feet (SF) of Concession Space per million Enplaned Passengers (EP)
3,150,000 x .01 = 31,500 SF3,150,000 x .012 = 37,800 SF
Optimum:31,500 –37,800 SF
Current:40,700 SF
Terminal – As a Whole
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10/90 Guidance
Terminal – Pre/Post Security
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10/90 Guidance
Terminal – Pre/Post Security
Optimum:3,150 –3,780 SF
Current:18,700 SF
Optimum:28,350 – 34,020 SF
Current:22,000 SF
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10/90 Guidance
Terminal – Pre/Post Security
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Concourse A2,600 SF – Original
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Concourse A ~2,700 SF – Revised
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Concourse B - Immediate/Potential
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Future State
Terminal – Pre/Post Security
Optimum:3,150 –3,780 SF
Post TMP:17,000 SF
Optimum:28,350 – 34,020 SF
Post-TMP: 28,000 SF
Concourse B “Reserve”7,000 SF
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Services
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Services
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Services – Power
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Services – Kiosks
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Promotion =‘s Information
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Conclusion
Increase Revenues through customer focused concessions, services, and marketing.
Getting the Most out of Your Square Footage:
• Location: post security and in proximity to the passenger.
• Services: meet the needs of the passenger so they are free to unplug, and can find what they need.
• Marketing: visually interrupt their journey with messaging that drives them to the locations.
David Saleme, Esq, A.A.E.Business Development Manager
Columbus Regional Airport AuthorityPort Columbus International Airport