At Palm Springs International Airport (PSP), we’ve always embraced bold ideas. In 2024, we took a leap that made industry history by executing the first-of-its-kind airport naming rights sponsorship for a terminal concourse in the United States.
The renaming of our former “Regional Jet Concourse” to the Agua Caliente Concourse, in partnership with the local Agua Caliente Casinos, wasn’t just a name change. It’s a milestone in non-aeronautical revenue innovation, one we hope inspires other airports to think differently.
 Harry Barrett Jr., A.A.E., is the executive director of Palm Springs International Airport, where he leads one of the nation’s fastestgrowing airports. A U.S. Air Force veteran and seasoned airport operator, he’s known for his dynamic, communityfocused leadership and commitment to sustainable growth. |
For us, the spark came from a simple question: How can we take pressure off our airline partners while investing in growth?
Daniel Meier, our deputy director of Aviation, Marketing and Air Service Development, often reminds us that everything we do comes back to supporting air service, and airlines are evaluating costs at every station. When we reduce our cost-per-enplanement with alternative revenue, that directly strengthens our ability to retain and attract service.
With passenger volume soaring—more than 3.2 million annual travelers in 2023 and 2024—we knew we needed to think creatively to support long-term capital needs without overburdening carriers.
Enter FUSE Connect, our advertising and sponsorship partner. FUSE brought a fresh mindset, with leadership from university partnerships and venue sponsorships rather than traditional airport concessions. They don’t just sell ads; they bring vision, strategy and community connections.
Together, we explored what could be named and how to balance visibility with cultural relevance.
Our Sonny Bono Concourse already carried historic meaning. But the longtime nickname for our adjacent concourse, “RJ” for “Regional Jet,” felt more like a placeholder than a brand. That’s where the opportunity lay.
FUSE conducted market research, developed valuation models and began outreach. Guided by our goal to keep the sponsorship rooted in the Coachella Valley, they connected with several potential partners. All signs pointed to Agua Caliente Casinos, a well-known local brand and longtime steward of hospitality and cultural heritage.
The result: a seven-figure, three-year agreement that includes naming rights, branding integration, activation space and advertising throughout the concourse and terminal. It also deepens PSP’s connection with our tribal neighbors, whose land the airport sits on.
We were thrilled when Agua Caliente came to the table. The partnership made sense—community connection, destination branding and mutual investment in the airport’s future.
That investment is already visible. The Agua Caliente Oasis transforms a busy terminal into a breezy, desert-inspired retreat where travelers can relax, recharge and plug in—literally. With more than 20 new charging outlets, the space adds a welcome amenity and answers a longtime passenger request. Palm trees, breezeblock textures, lounge seating and resort-style flooring create a unique sense of place.
Nearby, two new concessions—Nine Cities Craft and Uptown Essentials—bring even more local flavor to the concourse, blending Coachella Valley design with thoughtful retail and dining. These additions elevate the passenger experience while supporting growth.
Of course, partnerships like this don’t just happen. Airports exploring similar paths should be intentional about stakeholder engagement, transparency and policy.
Because this had never been done before in the airport space, we initially bundled naming rights and advertising together. Looking back, we would have defined those categories more clearly, breaking them out in both contracts and policy to bring added clarity and structure.
Another lesson: involve the community early. While this partnership was ultimately well-received, it reminded us how important perception is. We’ve since adopted protocols to align future sponsorships with public values.
Ultimately, this isn’t just a story about selling a name. It’s about building a financial runway for the future of air travel in one of America’s fastest-growing leisure markets—and we’re proud to say it started here, at PSP.
The Agua Caliente Concourse is proof of what’s possible when airports think like destinations, act like partners and lead with purpose. In a fast-changing industry, creativity and collaboration will shape what comes next.
