with concepts from ZoomSystems as well as other brands pop- ping up in many locations. ATL has seen a positive impact from this trend. “The self-service kiosks offer passengers an addi- tional option and more variety to purchase the same or similar items that they would normally find at inline retail locations,” Latimore says. At PHL there are not many self-service kiosks due to limited


Rosetta Stone – Hartsfield-Jackson Atlanta International Airport


B


ill Swift, president of Business Traveler Services, Inc. got his start in the kiosk industry selling souvenirs at the


old Yankee Stadium. He moved on to become the executive director of Dobbs-Paschal, which at the time managed the concessions program at ATL. “That job gave me an introduction [to] what was possible in that environment, which led me to decide to start kiosks in a niche area,” Swift says. Swift says that to a large degree BTS doesn’t operate the


units directly, but leases out the spaces to companies like Rosetta Stone, who handle the day-to-day operations such as hiring staff. “This works well because I can interact with all of the different players and give them the benefit of my years of experience working in an airport environment,” he says. BTS has Rosetta Stone kiosks in both Concourse A and Concourse C in Atlanta and these locations carry on average 23 different language programs including Spanish, French, Italian, Russian, German, Japanese and Chinese. According to Swift, the challenge of selling Rosetta Stone


products is that the product is not typically an expenditure that a passenger would plan for in advance, and the average cost of the software is about $295. “The challenge is getting a customer to make an unexpected expenditure that could be equal or greater to the price of their ticket. We have to give a compelling presentation to suggest that this is a value proposition and a convenience for the traveler,” Swift says. Swift’s advice to other kiosk operators is to be creative.


“We’ve found spaces between bathrooms to place a cart; traffic is guaranteed. If you think out of the box and take a little time and effort you can really create revenue generators for a product or service that meets the need of the traveling public.”


82 Specialty Retail Report n Winter 2011


locations, but Del Rosario says that the property will be adding three ZoomSystems machines featuring Proactiv, Reebok and Best Buy products. The airport recently opened Nanny Caddy kiosks in terminals B and C, selling baby supplies such as wipes, bottles and diapers. Plowman says that the increase in self-service kiosks has


definitely impacted the specialty retail industry as a whole. “This trend has made way more space dedicated to concessions and increased the time passengers have to take advantage of the concessions offered.” By all indications, specialty leasing at airports continues to soar to new heights.


Kristin Larson Contino is a freelance writer based in Philadelphia. She writes for a variety of print and online publications and also covers women’s fiction for Examiner.com


For more about airport specialty leasing, including a brand new program being launched at Denver International Airport,


read our extended article online at specialtyretail.com.


Article Resources


Sonia Del Rosario Marketplace Philadelphia Management philamarketplace.com


Bernard Latimore Hartsfield-Jackson Atlanta International Airport


atlanta-airport.com/concessions


Leah Older Denver International Airport flydenver.com/foodshop


Ellery Plowman Westfield Concessions Management westfield.com


Bill Swift Business Traveler Services, Inc. selectbts.com


SpecialtyRetail.com


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