trend-defying growth expansion 2012 - Edmonton Airports ...
trend-defying growth expansion 2012 - Edmonton Airports ...
trend-defying growth expansion 2012 - Edmonton Airports ...
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MORE OF EvERyTHInG<br />
EAsy, EnjoyABlE, EdiBlE EiA<br />
EIA: a shopping and dining destination? That’s the goal<br />
fuelling the Marketing and Business Development team.<br />
They envision a place where passengers have more and<br />
better choices for what to do while waiting for their next<br />
flight. A place where arriving passengers enjoy a premium<br />
valet service that not only parks your vehicle, but returns<br />
it washed with groceries inside!<br />
“The evolution of airports, following Europe’s lead,<br />
is a shopping mall with airplanes,” says Peter McCart,<br />
Vice President of Marketing and Business Development.<br />
While the full “shopping mall” concept is part of future<br />
airport <strong>expansion</strong>, the team is also determined to provide<br />
significantly more choice and convenience today. Besides<br />
enhancing the passenger experience, expanded nonaeronautical<br />
services generate revenue that otherwise<br />
would come from increased airline fees, which can be<br />
a barrier when pursuing enhanced air service.<br />
Parking improvements were dramatic in 2008 as EIA<br />
gained 5,000 stalls and began revamping all parking<br />
products to enhance customer service. A 1,000-stall<br />
Parkade <strong>expansion</strong> opened in August and a new remote<br />
parking lot with 2,700 spots opened in December. New Pay<br />
and Go stations in the airport terminal allow customers to<br />
prepay their parking and use one of five express lanes for a<br />
fast exit; on the way out, drivers can now stop at the Esso<br />
On The Run gas station which opened in the summer.<br />
Food and beverage options doubled in 2008, and continue<br />
to grow in 2009. Two new Starbucks joined a second<br />
Tim Hortons location, which opened in December 2007.<br />
The Jasper Mountain restaurant split into two, with onethird<br />
devoted to a Jasper Bar and Grill pre-security and<br />
two-thirds becoming Mountain Lodge Bar and Grill<br />
for passengers in the domestic/international lounge.<br />
30 | E D M O N T O N A I R P O R T S<br />
The existing Montana’s Front Porch expanded from<br />
66 to 94 seats. Agreements made in 2008 also led up<br />
to the February 2009 opening of a Chili’s restaurant,<br />
as well as the March opening of a Wok Box in the north<br />
domestic passenger lounge.<br />
Establishing food and beverage outlets at EIA is not<br />
just good for passengers, it’s good for business. “The<br />
average amount of time people spend in a mall is 18<br />
minutes. Here, it’s 108,” Peter says. “Passengers place<br />
a considerable value on their time so while they are in<br />
our airport we want to ensure they have access to all the<br />
amenities, services, products and entertainment choices<br />
found in a modern shopping mall. Add to that the<br />
many meeters and greeters, and thousands who work<br />
at the airport every day, and you’ve got a strong recipe<br />
for success.”<br />
“If we can get you to<br />
park here, buy your<br />
sandwich here, buy your<br />
book here, that’s all money<br />
we don’t have to charge<br />
to airlines. It makes good<br />
business sense.”<br />
[ pEtEr mccArt, VicE prEsidEnt,<br />
mArkEtinG & BusinEss dEVElopmEnt ]
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