Airport Experience® News - ACDBE Issue 2025

INDUSTRY INSIGHTS

Similarly, our collaboration with the LAFC and USC Alumni Association has brought a local flavor to the airport, showcasing Southern California’s passion for sports and community. Whether it’s hosting LAFC watch parties or offering exclusive USC-branded merchandise, these partnerships have created buzz and brought passengers into concession areas, where they’re more likely to indulge in food, beverages, and retail shopping. Our partnership with the iconic Rose Bowl has further deepened ONT’s connection to the Inland Empire and Los Angeles communities. By aligning with this legendary venue, we’ve captured the attention of both loyal sports fans and new visitors, integrating promotions that drive participation in the ONT+ program. These events not only draw visitors but also encourage extended stays in the terminal, where they have the opportunity to explore and spend. Unlocking Incremental Revenue The ONT+ Visitor Program has become a centerpiece of ONT’s efforts to enhance the passenger experience and create new revenue streams. By granting non-traveling visitors access to the post-security side of the terminal, the program has transformed ONT into a destination, not just a gateway. Key partnerships have been instrumental in driving awareness and participation in ONT+, and the results speak for themselves. With attractions like the California Science Center exhibit and LAFC watch parties, the ONT+ program has seen a significant increase in usage. This uptick has a direct impact on concessions, as more visitors translate to more sales. Data from our program highlights that incremental revenue from ONT+ participants has grown steadily, with food and beverage sales seeing the most pronounced impact. For example, during the LAFC watch parties, concessionaires reported a 20% increase in beverage sales compared to non-event days.

Our focus on creating partnerships that elevate the passenger experience aligns with industry research conducted by Airports Council International (ACI). ACI has found that a 1% increase in passenger satisfaction typically leads to a 1.5% increase in non-aeronautical revenue. This correlation is a critical insight for airports seeking to maximize revenue from retail, food, and other non-aeronautical related services. Happy, relaxed passengers spend more. It’s that simple. By providing engaging, localized experiences through our partnerships, ONT has been able to foster a sense of belonging and comfort for travelers. From sipping our co-branded “Come Fly With Me” beer at Brewery X in Terminal 2 to discovering educational displays in Terminal 4, passengers are not only spending more time in our terminals but also spending more money. This philosophy extends to the ONT+ Visitor Program as well. By allowing non-travelers to experience the unique atmosphere of our airport, we’ve created an entirely new audience for concessions. With every visitor who purchases a coffee, enjoys

Above: The California Science Center offers an experiential touchpoint where passengers and visitors can engage with science-themed exhibits.

a meal, or shops for a souvenir, the benefits of passenger satisfaction ripple outward to impact the bottom line. The synergy between ONT’s Advertising and Partnerships program and our concessions is undeniable. These collaborations have breathed new life into ONT’s food, beverage, and retail offerings, helping to sustain long-term growth while differentiating our airport from others in this highly completive market that has five other commercial airports in the region. Key to this success is the way our partnerships drive traffic to concessions. For example, during LAFC events and California Science Center programming, specific concessionaires have seen double digit increases in revenue. Partnerships with Yaamava Casino, USC Alumni Association and the Rose Bowl have provided opportunities for exclusive promotions,

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AX NEWS JUNE 2025