Airport Experience® News - ACDBE 2023

partners. They look for locations that are iconic in the community due to the food style or the people who patronize them. Upon finding them, SSP talks with them about the ACDBE program. If they are interested, the company connects them with industry consultant Kimberly Griffin to help with the certification process. “Generally, a restaurateur in any part of America who happens to be a minority wouldn’t necessarily think, ‘Gosh, I want to be an airport concessions disadvantaged business enterprise,’” he quipped. “They don’t know what it is and then getting certified is difficult, as well.” Hudson Utilizes “ICE” Model Officials at Hudson acknowledge the shortage of ACDBE-certified businesses in the industry, but attribute that to a lack of widespread knowledge of the program. “It is extremely important to get new ACDBE partners while growing our existing partners simultaneously,” says Bridget Biagas, vice president for partner relations and business diversity at Hudson. “Our goal is to involve both new and experienced ACDBE-certified

partners in joint ventures as an extension of our mentoring process.” Hudson mentors partners by providing the necessary tools for success at the airport, including connecting partners with each of the airport’s departments, communicating financial responsibilities, regular communication, regular joint venture meetings and participation in annual in-person town hall sessions and the Hudson Vendor Show & Management Seminar. So, how does the company identify potential new partners? In addition to hosting its own local outreach events to connect with small businesses, the company has created what it calls its “ICE” model. ICE stands for identify, communicate and empower. That encompasses engaging local communities to foster connections and creating opportunities by activating the community. “Imagine a small business owner telling their supporters about an opportunity to be a joint venture partner at the local airport or that their products will be sold in Hudson stores,” she says. “The interest in supporting increases as a result.” Additionally, as part of the company’s long-term Destination 2027 strategy aimed at revolutionizing the travel retail experience, Hudson has committed to expanding its brand portfolio, including the addition of locally sourced products and increasing digital touchpoints to speed travelers’ journeys. “In order to accomplish this, we need to continue to engage entrepreneurs and promote awareness of the airport concessions program,” Biagas says. “Our aim is to collaborate with the community and minority-, women-owned and disadvantaged business enterprises to showcase their business acumen, unique product offerings and extensive skills to the traveling community.” Market Challenges Convincing companies to enter the ACDBE program has always involved challenges. It became more difficult as the industry cratered during the COVID-19 pandemic and some longer-term players exited the concessions world. But as delayed capital improvement programs come back on board, there’s now a glut of projects taking place, meaning it’s a good time for new and existing companies

Above: With a lot of pandemic deferred projects coming back, it’s an opportune time for new and existing ACDBE participants to enter the industry or grow, says Marlene Coleman, director of strategic partnerships at Areas USA.

to try to get into airports and grow, says Marlene Coleman, director of strategic alliances with Areas USA and former director of concession management at Hartsfield-Jackson Atlanta International Airport (ATL) . That’s not to say it will be easy. The pandemic has left an industry seeing an uneven recovery. Supply chain and labor shortages exacerbate a concessions landscape that was already challenged by high buildout costs. Throw on the ACDBE-specific challenges of finding financing and getting certified, and there are significant obstacles. Coleman says Areas, like all operators, is looking for innovative ways to court new ACDBE players, helping them with certifications and preparation. It’s also an opportunity, she adds, for small companies that have wanted to expand to other airports to do so. “There’s a wealth of opportunities,” she says. They need to stay on top of what is happening in the industry, attend conferences and be ready. “It’s just a matter of making sure you keep that network open so that when opportunities do come along, we can say, ‘oh, here’s a good place for Bob’s Burger Shack,’” Coleman says. “They may need to go to Florida, whereas we already had them as a partner somewhere in Georgia. There are plenty of opportunities.”

Above: SSP officials helps educate potential ACDBE partners the program, then if they are interested, helps them with certification, says Pat Murray, senior vice president of business development.

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