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Determining the Concept Mix
Scott KilgoConcessions Development Mgr
Port of Portland
Portland International Concessions
• Direct Leasing & Mgmt By Port Staff
• 8 Full Time Employees• 6,500,000 Enplanements • $8.50 Sales Per Enplanement• Over $55,000,000 Total Sales• 60 Tenant Locations
Concourse D & E (1995)
Sense of Place? Open & Inviting? Local Concepts?
Concourse C (2001)
Sense of Place? Open & Inviting? Local Concepts?
So what to do for the north side?
Existing Conditions
• New International Air Service
• Relocating Domestic Service
• All Food Agreements to Expire
• News and Retail Not Expiring
Existing Conditions
• Terminal Finishes Dated and Worn
• Tenant Spaces too Small
• Limited Concept Selection
• Low Revenue Generation
There are many ways to approach determining the concept mix
Our approach for the north generally included…
Plan Your Approach
• Set Initial Goals
• Complete the Analysis
• Make Decisions
• Implementation
Set Initial Goals
• Consistent with overall vision
• Broaden the selection
• Strengthen local concept representation
• Increase revenue level
• Implement ASAP
Completing the Analysis
• Identify possible concession area
• Complete thorough survey
• Develop passenger activity forecast
• Review category trends• On and Off Airport
A little more on our survey…
1000 interviews 40% with frequent PDX flyers (4+ times/year) 88% of interviews with Concourse D/E fliers Quantitatively evaluated:
Restaurant/beverage preferences Qualities that influence restaurant choice Choice to bring food onboard Factors affecting onboard food purchase Demographics and travel habits
more…
Most Appealing Food/Beverage Choices Espresso Sandwich Light breakfast option
Most Important quality in making a purchase Having the type food that the traveler prefers Having enough time
According to the survey, Northwest Airlines passengers should behave similarly to other Concourse D passengers.
If the following types of food/beverage choices were available on this concourse, how likely would you be to buy something there on this visit?
05
101520253035404550 46
Per
cent
Rat
ing
8-10
3027
2119
17 1614 12
1517 17
Survey Summary
Business travelers Prefer the Café with full bar choice They value a quick, affordable purchase Restaurant is close to the gate
Female travelers Prefer smoothie, sandwich and bakery choice Value a quick purchase Proximity to gate and comparable pricing are
also important More likely to bring food on the plane
Completing the Analysis
• Financial Pro Forma • Baseline• Conservative Options• Best Concessions Options
• Draft Leasing Strategy for viable options
Making Decisions
• Review results and balance findings with goals
• Coordinate management approval
So after more than a year of work our plan for the north includes…
Plan for the North
• Increase Coffee to three locations• One through an RFP
• Relocate Burger Concept
• RFP for three different Cafe/Bars (local)
• RFP for single Sandwich, Soup, Salad
• Update Yogurt Concept
• Continue News and Retail
Plan for the North
• Add 4 new food locations• Approx. 5,000 sf of space
• Add 5,300 sf of storage area
• Tie it all together with clear identity or Sense of Place