Cincinnati Int’l Provides “Novel” Amenity for Guests and Staff

In the ongoing effort to enrich the passenger experience, Cincinnati/Northern Kentucky International Airport (CVG) spent a mere $24,000 to turn an empty concessions space into a library that delights travelers and employees alike. While the idea itself isn’t new, CVG has added its own spin to the concept in several ways.

The airport partnered with local libraries to create a free collection of donated books there for the taking, no library card required and no late fees assessed. Patrons of all ages can simply come to the roughly 1,500-square-foot space in Concourse B to browse, read and/or take a book—either to borrow or keep as they continue to their destinations. The library, which opened in June 2023, typically has about 1,000 titles on its shelves, including options for adults, teens and young children.

How CVG and other stakeholders created this facility, simply called the Airport Library, is a telling example of how airports throughout the industry are providing a reading respite for people navigating the hustle and bustle of air travel.

The Backstory

When Forever Heather, a women’s apparel store in Concourse B, closed in 2020 during the COVID-19 pandemic, airport executives began looking for creative options to reuse the space.

Carlos Ruiz, director of Commercial Management at CVG, was specifically looking for something outside of the box. “Typically, when a concession space becomes available, the first instinct is to find another retail tenant,” he explains. “However, in this case, we recognized that replacing the store would be challenging since the concourse already offered all of the traditional retail options. That opened the door for us to think differently.”

The goal was to create something that added value for passengers and could be enjoyed by everyone, with a particular desire for options that could “deliver a big impact on customer experience.”

Ruiz reached out for ideas from Departure Media, a niche advertising agency that sells ad space at CVG and other airports around the United States.

“[CVG] is very focused on customer experience, and we were delighted to be asked by them to brainstorm on ideas for the empty storefront,” says Nina Himes, director of Sales at Departure Media. The agency’s effort was guided by CVG’s interest in finding something “unique and engaging that would not only improve the passenger journey, but also create that very important sense of place,” she explains.

By chance, Himes already had been talking with management at the Kenton County Public Library in Covington, KY, about buying advertising space at the airport, and it occurred to her that the concessions vacancy could offer a surprising alternative to traditional advertising. The alternative she envisioned was a tangible, interactive display space in the form of an airport library. “It seemed like a natural fit and…a win-win for everyone involved,” recalls Himes.

After that, the airport, the advertising agency and Kenton County joined forces to make it happen. Later, the regional library systems of Boone and Campbell counties in Kentucky, as well as Cincinnati and Hamilton County Public Library in Ohio also came on board.

Physical and Digital

The library in Concourse B supplements a program introduced in 2022 that allows guests with an area library card to use an app called Libby at CVG, which provides downloads of e-books, audiobooks and magazines, including Kenton County Public Library collections. This allows travelers to download material to read or listen to during their flights.

Signs in the Concourse B library promote the Libby app and explain that patrons must already have a library card to use the digital service as there is no card approval capability at the airport. That said, the physical library at CVG does not require a library card, with users simply taking books to read—often returning them, but not necessarily.

David Schroeder, director of the Kenton County Public Library, recalls quickly answering “yes” when the airport offered use of its vacant retail shop. “CVG staff spruced up the space with fresh paint and some new furniture, provided Wi-Fi and shelving [to create] an inviting space that is a respite in the middle of the airport.”

Soon, a ripple effect was in full force.

Schroeder describes the response to the airport library as immediate and positive. “In fact, the library had a hard time keeping up with demand,” he recalls. “In time, we reached out to our neighboring libraries to help us supply books. The libraries are on a rotating schedule to deliver materials to the airport. CVG staff shelve the books and keep the space clean and inviting.” A typical monthly delivery contains 60 to 100 books.

By coincidence, Archie Carper, operations manager for Concessions at CVG, was heading off to accept and process a monthly delivery after speaking with Airport Improvement for this article. The books arriving that day were from Kenton County Library. Carper also shelves and arranges books, spending roughly 30 minutes each day at the library as part of his job responsibilities.

Other Iterations

Although the library at CVG is the first Departure Media has helped set up, Himes and her colleagues are talking with other airports about similar ventures. The timing is right, as several throughout North America have been rolling out libraries and other reading programs.

This past November, Oakland San Francisco Bay Airport announced a partnership with the Oakland Public Library for Libby access to its e-book, digital magazine and audiobook collections. Other examples include free book carts at several airports and, among others:

• a small “Take One, Leave One” collection at Philadelphia International Airport;
• “Flybrary” free lending service at Redmond Municipal Airport in Oregon;
• free “Books with an Altitude” library in Miami International’s South Terminal;
• a children’s library in Terminal A at Newark Liberty International;
• “Books on the Fly” library at Rochester International Airport in Minnesota;
• two library kiosks at Halifax Stanfield International Airport in Nova Scotia; and
• a Flybrary at Fredericton International in New Brunswick that includes English and French titles by regional authors.

In another approach, travel retailer Paradies Lagardère offers a read-and-return program at its bookshops in CVG and hundreds of other North American airports. Passengers who buy a new book can bring it back (with the sales receipt) within six months for a 50% refund. Paradies Lagardère then resells the gently used books at a discount and donates those with more wear to local libraries.

Worth the Effort

As stakeholders of the CVG initiative see it, establishing, stocking and maintaining a library yields many benefits. For instance, it allows the airport to lead a meaningful, civic-oriented initiative that people throughout the region notice.

The library provides books—and a secluded place to enjoy them.

Participating organizations, such as local libraries, also benefit. “It’s a great opportunity to partner with one of the region’s largest employers, and to demonstrate the ability of the library to remain relevant in a fast-changing world,” says Schroeder.

Carper sees firsthand what the program means to those who use the CVG library. “People who come in are excited,” he relates. “I get a lot of comments, and they thank us for having it.”

For instance, one section of the library contains storybooks donated from area elementary schools, and teachers are thrilled when they find just what they need for their classes.

Engagement and input from airport employees are also highlights for Carper. In fact, many of the donated books were collected by an airport tower manager who has delivered five carloads of materials to CVG.

Flight crews also have gotten in on the act. Like airport employees, they drop off books at donation bins placed in an employee office, the CVG welcome point and outside of the library in Concourse B.

Support from airport tenants includes participation from United Concessions Group, which operates Chick-fil-A, Frisch’s Big Boy and Skyline Chili at CVG. Teams of its employees held an internal book drive to help replenish the library and collectively donated about 200 books across a wide range of genres for different age groups. “This was an independent initiative on their part,” emphasizes Carper. There were no incentives or prizes for those who participated; supporting the airport’s good cause was apparently enough motivation.

Under Consideration

Gina Genco, manager of Business Development for CVG, is exploring more partnerships and the possibility of sourcing donations from local bookstores and nearby universities. Discussions are ongoing, and “the concept is something we’re interested in pursuing as we continue to build out the airport library program,” says Genco.

The airport has already confirmed that such efforts do not have to break the bank. “Initiatives like this are achievable and don’t require massive resources,” Ruiz explains. “It’s about leveraging local partnerships and thinking creatively about underutilized spaces.”

Along that line, Himes has a suggestion for other airports that lack the physical space for a library: consider establishing a virtual version by using existing seating and adding signage with QR codes and sponsor messaging. “Ask your airport advertising partners for help in connecting the dots with the library system,” she advises. “If budget is a consideration, consider finding a local business to donate the seating and tables in exchange for partnership exposure.”

Himes adds that a library can be as small or large of a project as an airport wants it to be. “It just takes a good team to bring it all together,” she remarks.

Schroeder also has advice for airports kicking the tires on a library of their own: “Partner whenever possible with your local public library system, which often has access to donated books and weeded items that are looking for new lives. For little or no cost, these items can easily become the foundation of a small library collection at an airport.”

Such collections can be housed in a variety of spaces. “It can be a small retail space, a nook in an underutilized public area, or even a few shelves in a high-traffic area,” he says.

Reading Respite

Himes applauds airports that make the effort to add a library. “CVG could have filled that storefront with a generic shop or simply shuttered the space, but they wanted more for their passengers and their employees,” she reflects. “Creativity and inspiration can make even an empty space a work of art!”

Schroeder describes the effort as a valuable service with very little cost, but big impact. “This project clearly demonstrates the importance of partnerships to improve services and experiences in our community,” he says. “We couldn’t be happier working with the staff at CVG to provide area residents, and those passing through the airport, with a no-cost opportunity to relax, entertain themselves and pick up a good book for their journey.”

To that end, the airport has received letters of thanks from library users who found the facility or particular books in it to be a welcoming surprise. That and other feedback points to how a library can complement nearby airport concessions.

“The concept is adaptable and resonates with passengers because it feels authentic, genuine and community-driven,” concludes Ruiz. “Airports are often busy and stressful; but in the library, passengers can escape the hustle and bustle, and turn waiting time into an opportunity for enrichment and connection to the community.”