Boston
SHOWCASE
AIRMALL CoMpRehensIve TeRMInAL TRAnsfoRMATIons
$
33M
INITIATIVE
{ } ADDITIONAL
17,000SF
OF CONCESSIONS
SPACE
200 SEAT FOOD COURT
20
NEW RETAIL UNITS
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
2008 - 2010
InvesTIng In The pAssengeR expeRIenCe since 2000, the Airmall at Boston Logan International Airport (Bos) has been working to improve the retail experience in terminals B and e in an effort to modernize the concessions program at the airport. Throughout this process, the Airmall has focused on better utilizing space in the terminals as well as attracting well-known national and local brands to the airport. Airmall senior management was trained from the very early days to understand the need to strike a balance between the airport’s operational needs and the need to maximize the retail offering to provide the highest level of customer service for travelers. As a result of the improvements that Airmall has made, overall sales and overall concessions space have doubled, without any negative impacts on the terminals or customer service.
TeRMInAL B/AMeRICAn AIRLInes pRojeCT— TRAnsfoRMIng UnUsed spACe Airmall’s largest transformation to the program began in 2008 when we partnered with the Massachusetts port Authority (Massport) to dramatically enhance the passenger experience at Bos by engineering a full renovation of Terminal B/American Airlines. A two-year, $33-million initiative, the project turned what were unused and underutilized portions of the terminal into a revenue-generating corridor. While the project did not call for the addition of gates to the airport, it did infuse new energy into the program, introduced high-quality brands to the passenger, generated additional jobs, and addressed a host of challenges with the airport’s previous configuration, thereby creating a total solution. Massport and Airmall identified a previously unused portion of Terminal B/American Airlines for the project, a section of the terminal that initially formed the roof for part of the building. over the two-year transformation period, Airmall added nearly 20 new retail units to the program, which encompassed 17,000 square feet of additional concessions space. This included an expansive 200-seat food court that served as the hub for the new retail core and a new wing of shopping options carrying everything from fashion and accessories to gifts and specialty items. The previous concessions program offered less than half of this number of seats in total. Trusted national and international brands such as johnston & Murphy, sunglass hut, Au Bon pain, Cosi and Ufood grill joined several local concepts. Among them were Cisco Brew pub, a regional favorite that features the savory ales, fine wines, and locally produced spirits of nantucket Island; and Todd english’s Bonfire, showcasing the signature Latin and european specialties of Chef Todd english, a Boston native. The project transformed what was an empty space into a revenue-generating initiative at a fraction of what it would have cost to build a new terminal and was a mere 10 percent of what American Airlines proposed prior to their financial problems following 9/11, when they decided to pull the much needed project.
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
café bakery
Re-ThInkIng The pAssengeR’s pAThWAy As part of the project, Massport and Airmall collaborated to reconfigure the Terminal B/American Airlines security checkpoint. The goal was to engineer a passenger flow that maximized visibility for the concessions units, while increasing the concessions and seating available. The renovations combined Terminal B’s two smaller checkpoints into one centrally located checkpoint. With the previous configuration, passengers that passed through the checkpoint did not have a clear view of the majority of the concessions program. The newly configured singular checkpoint effectively funneled all passengers through the majority of concessions, giving the new units maximum exposure to travelers heading to or from their flights. Additionally, Terminal B’s old design had the security checkpoint, exit lane and airline check-in counters in close proximity to one another, which often created congestion and increased safety concerns. The new design relocated the security checkpoint further down the hallway, giving travelers separation from the other functions and helping to reduce congestion.
By The nUMBeRs— AMeRICAn AIRLInes TRAnsfoRMATIon • As a result of the renovations, Terminal B/American Airlines grew to include 25,000 square feet of concessions space, an increase of more than 82 percent prior to the start of the project. • seating capacity increased by more than 400 percent, with space that is now able to accommodate more than 450 passengers seeking a meal or a snack. • The new concessions added an additional 43 concessions management positions, a 226-percent increase; and an additional 169 other positions, a 147-percent increase compared to employment levels prior to the start of renovations. • per-passenger spending in the terminal prior to the start of the project stood at $7.42. Airmall Boston reported 2013 per-passenger spending of $12.18 within the terminal. • savings to the original American Airlines design totaled $300 million.
An eye on desIgn The design of the new concessions space focused on capturing the eye and the attention of passengers heading to or from their flights. designers created a new floor-to-ceiling structure that naturally pulls travelers from the terminal’s security checkpoint toward the concessions. sweeping terrazzo floor patterns weave passengers toward the center food court area to give a feeling of motion. Raised ceilings with unique lighting levels provided a crescendo effect, with heavier lighting in the middle and less toward the edges of the concessions.
$
12.18
$
7.42
Per-Passenger Spending
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
TeRMInAL B UnITed AIRLInes’ ConneCToR— A neW eRA of ReTAIL In 2014, the Airmall worked with Massport to unveil a shopping and dining destination for travelers in a newly created United Airlines connector on Terminal B. The connector was built to connect American Airlines and Us Airways operations beyond security allowing customers to access their gates and concessions at the airport without going back through a security checkpoint. Airmall added seven new shops and eateries along the connector. The new concessions units highlight some of the best local brands in new england and the project created numerous economic opportunities for the region. Upwards of $3.7 million was invested in the construction of the units, which add 5,000 square feet of concessions space in Terminal B. All construction work was performed by local contractors and the concessions created 138 new jobs at the airport. They also created opportunities for several local operators that join some well-known national brands, including: • Berkshire Farms Market brings artisan food purveyors from in and around the Berkshires to travelers, as well as some Boston area producers. More than a dozen regional brands are represented at the market. • Legal Sea Foods features a long list of traditional sea fare: oysters, clams, crab and other favorites from Boston’s waters. Legal sea foods has been serving Bostonians since 1950.
• Peet’s Coffee & Tea is a premier specialty coffee and tea company that opened its first location at Boston Logan airport along the new connector. • Stephanie’s has been an institution in the heart of Boston’s Back Bay. now, the restaurant is offering its sophisticated comfort food for travelers at the airport. • Be Relax offers travelers a unique spa experience, with a complete line of beauty and wellbeing services such as massages, facials, manicures and oxygen aromatherapy. • Boston America! has gifts and merchandise supporting the patriots, Red sox and Bruins. • Hudson carries travel essentials, including magazines, health and beauty aids, snacks and beverages, souvenirs, and exclusive gifts from new england’s foremost attractions. Travelers have responded favorably to the new units which are expected to increase sales in Terminal B by more than $15 million annually, which is more than a 30 percent increase.
$
Forecast
30%Ç
15,000,000 Annual Sales
FOLIO
AIRMALL CoMpRehensIve TeRMInAL TRAnsfoRMATIons
$
33M
INITIATIVE
{ } ADDITIONAL
17,000SF
OF CONCESSIONS
SPACE
200 SEAT FOOD COURT
20
NEW RETAIL UNITS
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
2008 - 2010
InvesTIng In The pAssengeR expeRIenCe since 2000, the Airmall at Boston Logan International Airport (Bos) has been working to improve the retail experience in terminals B and e in an effort to modernize the concessions program at the airport. Throughout this process, the Airmall has focused on better utilizing space in the terminals as well as attracting well-known national and local brands to the airport. Airmall senior management was trained from the very early days to understand the need to strike a balance between the airport’s operational needs and the need to maximize the retail offering to provide the highest level of customer service for travelers. As a result of the improvements that Airmall has made, overall sales and overall concessions space have doubled, without any negative impacts on the terminals or customer service.
TeRMInAL B/AMeRICAn AIRLInes pRojeCT— TRAnsfoRMIng UnUsed spACe Airmall’s largest transformation to the program began in 2008 when we partnered with the Massachusetts port Authority (Massport) to dramatically enhance the passenger experience at Bos by engineering a full renovation of Terminal B/American Airlines. A two-year, $33-million initiative, the project turned what were unused and underutilized portions of the terminal into a revenue-generating corridor. While the project did not call for the addition of gates to the airport, it did infuse new energy into the program, introduced high-quality brands to the passenger, generated additional jobs, and addressed a host of challenges with the airport’s previous configuration, thereby creating a total solution. Massport and Airmall identified a previously unused portion of Terminal B/American Airlines for the project, a section of the terminal that initially formed the roof for part of the building. over the two-year transformation period, Airmall added nearly 20 new retail units to the program, which encompassed 17,000 square feet of additional concessions space. This included an expansive 200-seat food court that served as the hub for the new retail core and a new wing of shopping options carrying everything from fashion and accessories to gifts and specialty items. The previous concessions program offered less than half of this number of seats in total. Trusted national and international brands such as johnston & Murphy, sunglass hut, Au Bon pain, Cosi and Ufood grill joined several local concepts. Among them were Cisco Brew pub, a regional favorite that features the savory ales, fine wines, and locally produced spirits of nantucket Island; and Todd english’s Bonfire, showcasing the signature Latin and european specialties of Chef Todd english, a Boston native. The project transformed what was an empty space into a revenue-generating initiative at a fraction of what it would have cost to build a new terminal and was a mere 10 percent of what American Airlines proposed prior to their financial problems following 9/11, when they decided to pull the much needed project.
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
café bakery
Re-ThInkIng The pAssengeR’s pAThWAy As part of the project, Massport and Airmall collaborated to reconfigure the Terminal B/American Airlines security checkpoint. The goal was to engineer a passenger flow that maximized visibility for the concessions units, while increasing the concessions and seating available. The renovations combined Terminal B’s two smaller checkpoints into one centrally located checkpoint. With the previous configuration, passengers that passed through the checkpoint did not have a clear view of the majority of the concessions program. The newly configured singular checkpoint effectively funneled all passengers through the majority of concessions, giving the new units maximum exposure to travelers heading to or from their flights. Additionally, Terminal B’s old design had the security checkpoint, exit lane and airline check-in counters in close proximity to one another, which often created congestion and increased safety concerns. The new design relocated the security checkpoint further down the hallway, giving travelers separation from the other functions and helping to reduce congestion.
By The nUMBeRs— AMeRICAn AIRLInes TRAnsfoRMATIon • As a result of the renovations, Terminal B/American Airlines grew to include 25,000 square feet of concessions space, an increase of more than 82 percent prior to the start of the project. • seating capacity increased by more than 400 percent, with space that is now able to accommodate more than 450 passengers seeking a meal or a snack. • The new concessions added an additional 43 concessions management positions, a 226-percent increase; and an additional 169 other positions, a 147-percent increase compared to employment levels prior to the start of renovations. • per-passenger spending in the terminal prior to the start of the project stood at $7.42. Airmall Boston reported 2013 per-passenger spending of $12.18 within the terminal. • savings to the original American Airlines design totaled $300 million.
An eye on desIgn The design of the new concessions space focused on capturing the eye and the attention of passengers heading to or from their flights. designers created a new floor-to-ceiling structure that naturally pulls travelers from the terminal’s security checkpoint toward the concessions. sweeping terrazzo floor patterns weave passengers toward the center food court area to give a feeling of motion. Raised ceilings with unique lighting levels provided a crescendo effect, with heavier lighting in the middle and less toward the edges of the concessions.
$
12.18
$
7.42
Per-Passenger Spending
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
TeRMInAL B UnITed AIRLInes’ ConneCToR— A neW eRA of ReTAIL In 2014, the Airmall worked with Massport to unveil a shopping and dining destination for travelers in a newly created United Airlines connector on Terminal B. The connector was built to connect American Airlines and Us Airways operations beyond security allowing customers to access their gates and concessions at the airport without going back through a security checkpoint. Airmall added seven new shops and eateries along the connector. The new concessions units highlight some of the best local brands in new england and the project created numerous economic opportunities for the region. Upwards of $3.7 million was invested in the construction of the units, which add 5,000 square feet of concessions space in Terminal B. All construction work was performed by local contractors and the concessions created 138 new jobs at the airport. They also created opportunities for several local operators that join some well-known national brands, including: • Berkshire Farms Market brings artisan food purveyors from in and around the Berkshires to travelers, as well as some Boston area producers. More than a dozen regional brands are represented at the market. • Legal Sea Foods features a long list of traditional sea fare: oysters, clams, crab and other favorites from Boston’s waters. Legal sea foods has been serving Bostonians since 1950.
• Peet’s Coffee & Tea is a premier specialty coffee and tea company that opened its first location at Boston Logan airport along the new connector. • Stephanie’s has been an institution in the heart of Boston’s Back Bay. now, the restaurant is offering its sophisticated comfort food for travelers at the airport. • Be Relax offers travelers a unique spa experience, with a complete line of beauty and wellbeing services such as massages, facials, manicures and oxygen aromatherapy. • Boston America! has gifts and merchandise supporting the patriots, Red sox and Bruins. • Hudson carries travel essentials, including magazines, health and beauty aids, snacks and beverages, souvenirs, and exclusive gifts from new england’s foremost attractions. Travelers have responded favorably to the new units which are expected to increase sales in Terminal B by more than $15 million annually, which is more than a 30 percent increase.
$
Forecast
30%Ç
15,000,000 Annual Sales
FOLIO
