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Changes in store at DIA

New concessions to offer local flavor

Chris Walsh, Rocky Mountain News

Published September 1, 2007 at midnight

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Denver International Airport is taking another step toward upgrading its offering of restaurants, bars and shops, as it looks to cater to - and compete for - passengers.

DIA plans to bring in a host of new businesses throughout the airport - from a bar serving light snacks to a gadget store - as several long-term leases expire.

"We want a much-more branded environment that reflects the best of Colorado," said Patrick Heck, DIA's acting deputy manager of revenue and business development. "We want people to understand they're in Denver, not just any other airport."

On Friday, the airport began accepting proposals from companies for six different opportunities covering nearly 8,000 square feet of space.

Among them:

• A bar that serves light snacks in the main terminal, to be located in the space currently occupied by Creative Croissants and the Sam Adams brew pub.

• A casual restaurant and bar on Concourse A where the Cowboy Bar currently resides.

• A gadget and electronics store in the space on Concourse B currently occupied by The Body Shop, and a store selling men's clothing in the space occupied by The Tie Rack.

The Cantina Grill lease on Concourse C is also expiring, and the airport is looking for a similar operation, sans alcohol, in that spot. DIA also is requesting proposals from companies interested in operating a store featuring personal-care products.

The airport expects to choose the companies by the end of the year, and the new concessions will open by Aug. 1, just before the Democratic National Convention.

Airport officials have been taking a closer look at DIA's concessions program during the past two years in an attempt to boost non-airline revenue and meet consumer demand. A strong concession program also helps attract more connecting passengers, who often have several choices when determining which airport to pass through.

Not that the airport is having any trouble getting passengers to buy food, drinks and merchandise. Food and alcohol sales soared 20 percent in the first five months of 2007, while merchandise revenue rose nearly 17 percent, according to DIA figures. That far outpaces DIA's 4.2 percent rise in traffic this year.

But the airport thinks it can do better, and travelers agree.

In a "wants and needs" survey conducted last year, passengers gave the lowest scores to the airport's food, beverage and retail selections.

Since its opening more than a decade ago, DIA's concessions have consisted primarily of generic stores and restaurants run by companies operating similar concepts at airports across the country.

Now the goal is to attract a mix of locally grown businesses as well as nationally known brands.

DIA recently tweaked its policies and procedures to make it easier for smaller businesses to compete. It started outreach programs targeting local businesses and set fixed lease rates that even the playing field for smaller companies.

The airport also shortened lease agreements, allowing DIA to swap in new concepts more often. Food and beverage leases will last for seven years; retail leases will last for five.

"A lot (of the businesses with expiring leases) have been in the airport since it opened," Heck said.

The airport also has taken some steps to bolster its concessions offerings in the past year, including a move to add six retail, food and drink vendors this fall.

"We definitely felt that the airport wanted to be different, they wanted it to be special, and that they wanted local flavor, and we wanted to be part of that," said Heidi Naples of Heidi's Brooklyn Deli, which opened a location at DIA last spring. "It's gone great so far."

Changes at DIA

DIA has been revamping its concessions during the past two years to better serve passengers. Recent developments:

• The airport brought in Colorado companies, such as Heidi's Brooklyn Deli and a New Belgium Brewing bar, in addition to national brands, such as Starbucks and Einstein Bros. Bagels.

• Half a dozen new concessions will open this fall, including Caribou Coffee, Dazbog Coffee, an arts-and-crafts gallery, a Rock Bottom Restaurant & Brewery and a Schlotzsky's.

• A new marketplace near the fountains in the main terminal will feature three businesses catering to people waiting to pick up passengers.

• DIA will bring in a gadget and electronics shop and a men's shoes and/or apparel store. It will also look at adding three restaurants and bars to replace several tenants with leases about to expire.

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