proposals for new tenants and assists in the leasing contract process for a specialty retail program that spans eight units. He points out that another key difference between mall and airport specialty retail programs is in the leasing process and ownership. “Most airports in the United States are


governed by municipalities, counties or port authorities whereas malls tend to be privately owned,” Latimore says. “Airport leasing often involves going through a solicitation process which is governed by federal, state or local procurement codes. Malls, on the other hand, can negotiate lease terms directly with their tenants.”


A different mindset The difference in customer behavior is another thing to keep in mind when working in an airport. Airport shoppers are often stressed and in a hurry to catch flights, with limited time to browse. Training staff to work quickly and efficiently while keeping the traveling customer’s behavior in mind can be the key to closing a sale in the busy airport retail industry. According to Del Rosario, “Shoppers at the mall have more


time to walk around without the pressure of catching a flight. They also have different interests; airport shoppers usually buy something they might have forgotten or gifts for others. It’s a more fast-paced environment here.” One of the main benefits of operating an airport kiosk,


according to Del Rosario, is the captive audience. Travelers who arrive early, have a layover or a delayed flight have hours to spend waiting at the airport, and that means they are more likely to walk around and browse shops and kiosks. Bill Swift, president of Atlanta-based Business Traveler


Services, a company that develops retail concepts in airports across the United States, points out that the traveling public is more likely to have disposable income. “It’s been shown that the traveling public has a higher education level as well as a higher income level, many over $100,000,” he says. “They’re more likely to spend … on an unplanned purchase.”


The recession and airport leasing Although the recession has greatly impacted the travel industry and the country as a whole, the upside is that some of those people who have lost their jobs are looking at new business opportunities—namely in specialty retail.


Del Rosario says that her program has been affected only very slightly by the recession. “Some tenants have gone and other new ones have come. I meet every week with new business owners interested in our specialty retail program. Some of those are people who lost their jobs and want to enter a new field by starting a business here at the airport.” Latimore also has seen an increase in the number of new


business owners at ATL. “In particular, we have seen more international retail operators enter the U.S. airport concessions market.” He adds that although the recession has impacted his program, it hasn’t been very bad, in part because ATL is such a large hub. Westfield has conducted business outreach seminars in its


market; the company has witnessed an increase in the number and quality of interested business owners as well. “The recession has changed the scope of how business is done,” Plowman says. “The entrepreneur and small business owner are still present and working more efficiently than ever before. We are seeing more and better concepts every day.”


Airport restrictions One of the main concerns of someone entering an airport specialty retail program is the seemingly long and complicated list of rules regarding what can be brought into the airport. Although the types of items that can be sold at an airport are


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