b'74 INDUSTRY INSIDEROur Historic Concourse Naming AgreementFLOTEX IS CARPET is Redefining Airport RevenueandELEVATEDPassenger ExperienceAt Palm Springs InternationalOur Sonny Bono Concourse already Airport (PSP), weve alwayscarried historic meaning. But the longtimeHarry Barrett Jr., embraced bold ideas. In 2024,nickname for our adjacent concourse,A.A.E., is the executive we took a leap that made industry historyRJ for Regional Jet, felt more like adirector of Palm Springs International Airport, by executing the first-of-its-kind airportplaceholder than a brand. Thats wherewhere he leads one of naming rights sponsorship for a terminalthe opportunity lay. the nations fastest-concourse in the United States. FUSE conducted market research,growing airports. A U.S. Air Force The renaming of our former Regionaldeveloped valuation models and beganveteran and seasoned airport operator, Jet Concourse to the Agua Calienteoutreach. Guided by our goal to keephes known for his dynamic, community-Concourse, in partnership with the localthe sponsorship rooted in the Coachellafocused leadership and commitment to Agua Caliente Casinos, wasnt just a nameValley, they connected with severalsustainable growth.change. Its a milestone in non-aeronauticalpotential partners. All signs pointed to revenue innovation, one we hope inspiresAgua Caliente Casinos, a well-knownOf course, partnerships like this other airports to think differently. local brand and longtime steward ofdont just happen. Airports exploring For us, the spark came from a simplehospitality and cultural heritage. similar paths should be intentional about question: How can we take pressureThe result: a seven-figure, three-yearstakeholder engagement, transparency off our airline partners while investing inagreement that includes naming rights,and policy.growth? branding integration, activation spaceBecause this had never been done Daniel Meier, our deputy directorand advertising throughout the concoursebefore in the airport space, we initially of Aviation, Marketing and Air Serviceand terminal. It also deepens PSPsbundled naming rights and advertising Development, often reminds us thatconnection with our tribal neighbors,together. Looking back, we would have everything we do comes back towhose land the airport sits on. defined those categories more clearly, supporting air service, and airlines areWe were thrilled when Agua Calientebreaking them out in both contracts and evaluating costs at every station. Whencame to the table. The partnershippolicy to bring added clarity and structure.we reduce our cost-per-enplanementmade sensecommunity connection,Another lesson: involve the community with alternative revenue, that directlydestination branding and mutualearly. While this partnership was strengthens our ability to retain andinvestment in the airports future. ultimately well-received, it remindedElevate your facility to the next level with Flotex.attract service. That investment is already visible. Theus how important perception is. WeveFlotex is a truly unique \x1f ocked \x1f oor covering that combines With passenger volume soaringmoreAgua Caliente Oasis transforms a busysince adopted protocols to align futurethe durability, cleanability, and performance of a resilient \x1f oor than 3.2 million annual travelers in 2023terminal into a breezy, desert-inspiredsponsorships with public values. with the comfort, acoustics, and slip-resistance of carpet. Flotex and 2024we knew we needed to thinkretreat where travelers can relax, rechargeUltimately, this isnt just a story aboutis 100% waterproof and can withstand extreme wear and high creatively to support long-term capitaland plug inliterally. With more than 20selling a name. Its about building atra\x1ec, making it ideal for airports, convention centers, and needs without overburdening carriers. new charging outlets, the space adds afinancial runway for the future of air traveleducation environments. Choose from our vast range of colors Enter FUSE Connect, our advertisingwelcome amenity and answers a longtimein one of Americas fastest-growing leisureand patterns in sheet, tile, and plank formats, or create your and sponsorship partner. FUSE broughtpassenger request. Palm trees, breezeblockmarketsand were proud to say it textures, lounge seating and resort-stylestarted here, at PSP. own custom designs with our state-of-the-art digital print a fresh mindset, with leadership fromflooring create a unique sense of place. technology.university partnerships and venueThe Agua Caliente Concourse is proof sponsorships rather than traditionalNearby, two new concessionsNineof whats possible when airports think like airport concessions. They dont justCities Craft and Uptown Essentials destinations, act like partners and leadVisit www.forbo\x1f ooringna.com/\x1f otexsell ads; they bring vision, strategy andbring even more local flavor to thewith purpose. In a fast-changing industry, community connections.concourse, blending Coachella Valleycreativity and collaboration will shape Together, we explored what could bedesign with thoughtful retail and dining.what comes next. named and how to balance visibility withThese additions elevate the passenger cultural relevance. experience while supporting growth.creating better environmentsJuly | August 2025AirportImprovement.com'