Waiting at an airport in an inescapable aspect of air travel. The conventional wisdom of getting to the airport two hours before a domestic flight and three for international means that some downtime can be part of the passenger journey. This reality informs the physical layout of well-designed facilities, clustering retail and food and beverage experiences around areas where passengers will be, well, waiting.

There’s a lot of thoughtful and meticulous planning that goes into developing this ecosystem, turning pre-flight time into something enjoyable. This ecosystem is, in fact, an essential driver of economic growth that can be reinvested into a terminal’s ongoing development and help provide a buffer against fluctuations in aeronautical revenue.

Pop-up events, sales features and promotions, and marketing activations inside terminals transform airports from transit hubs into immersive environments that celebrate their surrounding communities and create a fun and entertaining experience for passengers. Being intentional about the timing, location, and overall execution of these activations is an integral part of shaping the passenger experience while contributing to the airport’s financial health.

Additionally, as the manager of the commercial program, Vantage has also developed a proprietary active management system that includes an extensive performance dashboard for the concessions program. This system offers unique insights into each business throughout the program, allowing each operator to proactively maximize the potential of their business at MDW.  This allows individual concessionaires and partners a bigger picture and offers opportunities for further growth.

Showcasing the Best of a City

Whether it’s a passenger’s first time visiting a location or they’re a long-time resident returning home, when they enter a Vantage location, they should know exactly where they are based on the design, selection of art and concessions, scents and sounds, and other elements incorporated throughout. Airports provide destinations with an opportunity to share their culture with visitors through food, shopping, art, and experiences that are unique to them. Creating that sense of place – which includes concessions and events — is core to Vantage’s philosophy.

When we partnered with Kansas City International Airport (MCI) to develop their concessions program at the new single terminal, we focused on bringing the city’s best flavors and rich history front-and-center. The award-winning terminal features a Kansas City-inspired concession program, 80% of which are local to the region, named after neighborhoods and cultural institutions.

And Vantage and our partners have launched several initiatives to bring in the best of the city and engage passengers. Every 18 months, the team holds a competition for the city’s best barbecue and the winner earns the opportunity to run their restaurant in the airport for the next 18 months.

Other notable initiatives across the network:

• The “Hello Summer” campaign at MDW brought the city’s vibrant summer spirit to travelers through a festive, two-day event in the Central Market area. Designed to boost brand awareness and sales for airport concessions, the campaign featured themed giveaways, limited-time treats, interactive activities, and a cheerful mascot named Sunny. With colorful signage, social media promotions, and influencer engagement, the event created a lively atmosphere achieved a 98.8% satisfaction rate, increased sales by up to 20% for some vendors, and demonstrated strong collaboration among airport partners.
• Every year, MCI and MDW each host a Summer Lit Fest, partnering with operators such as Turn the Page KC and local publishers to turn the terminals into pop-up bookstores where local authors make appearances, hold book signings, and have conversations about their work. The event extends to the broader community through donations to local non-profits that promote literacy and at MCI, and includes an annual donation of $500 worth of books for underprivileged Kansas City youth.
• Another unique activation is 816 Day – a local holiday named for Kansas City’s 816 area code – where we staged a fashion show featuring models wearing branded apparel available for sale at the airport.

Creating Value Beyond the Terminal

Airports are catalysts for regional economic growth, generating employment opportunities, attracting business investments, and promoting tourism. Their influence extends beyond the airport itself, contributing to the economic stability of their surrounding region.

Determining what concessions, events, and partners belong in a terminal ultimately creates powerful economic impact for airports and their communities. The concession program at MCI has created more than 1,000 new jobs and is expected to drive $1.5 billion in concession sales over the course of Vantage’s 15-year contract.

Planning Starts with Understanding the Passenger  

Through our commercial development work, we’re creating value for our partners while enriching the guest experience. Millions of passengers pass through airports annually — all for different reasons — making it important to understand their preferences when planning events and promotions.

At Vantage, we are dedicated to finding creative and innovative strategies that deliver results and enhance the passenger journey. We recognize the need for a tailored approach, as there is no one-size-fits-all solution. That’s why we leverage data-driven strategies to anticipate guests’ needs, preferences, and behaviors at every stage of the passenger journey, informing decisions about which concessions and events will drive the most impact. And when it comes to pop-ups and events, we help our partners unlock new revenue opportunities while creating unique moments that turn passengers’ time waiting for their flights into a fun and interactive experience.