Airport Experience® News - ACDBE Issue 2025

INDUSTRY INSIGHTS

THE POWER OF PARTNERSHIPS In-House Advertising, Collaborations, Fuel Non-Aeronautical Growth At ONT

BY ELISA GREY

ditor’s Note: In this new Industry Insights column, Airport Experience News invites select industry executives to share strategies and best practices for optimizing in-terminal revenues and the passenger experience. Our first author is Elisa Grey, chief revenue management officer for Ontario International Airport, who shares her insights on concessions partnerships. Leveraging Partnerships E

At Ontario International Airport (ONT), innovation and strategic partnerships are more than just buzzwords – they are the foundation of our success. Over the years, ONT has been transforming how airports generate revenue, emphasizing the critical role of non-aeronautical programs in driving growth and enhancing passenger experiences. At the heart of this transformation is our in-house Advertising and Partnerships department, a model of collaboration and creativity that has proven to be a powerful tool for driving value across other departments, particularly concessions. By fostering relationships with key partners like the California Science Center, LAFC (soccer club), USC Alumni Association , the Rose Bowl, and Yaamava Casino , we’ve built a framework that extends beyond transactional advertising. These partnerships not only enhance our ONT+ Visitor Program but also create a ripple effect of increased incremental revenue for our concessionaires. Together, they underscore how strategic alliances can turn airports into hubs of economic and experiential growth.

The evolution of ONT’s Advertising and Partnerships program has been guided by a simple but powerful vision: creating mutually beneficial opportunities for brands, passengers, and the airport itself. By bringing advertising efforts in-house, ONT has gained unparalleled control and flexibility, enabling us to curate campaigns and collaborations that align with our brand identity and strategic goals. One example is our partnership with the California Science Center, which now has a dedicated space in Terminal 4. This initiative goes beyond branding – it’s an experiential touchpoint where passengers can engage with science-themed exhibits, sparking curiosity and enhancing their time at the airport. Not only does this partnership enrich the passenger journey, but it also draws non-travelers through our ONT+ Visitor Program, boosting foot traffic on the post-security side. That foot traffic translates directly to increased spending at our concessions, demonstrating how innovative partnerships can bolster non-aeronautical revenue streams.

Above: Elisa Grey, Chief Revenue Management Officer Ontario International Airport

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AX NEWS JUNE 2025