Airport Experience® News -Customer Service Issue 2026

Paradies Lagardère similarly looks to big sporting and cultural events that happen throughout the year – events like the Super Bowl, the College Football Playoff, the Final Four, professional sports playoffs, Formula 1 races, the Indy 500, premier golf tournaments, the Kentucky Derby, the Breeders’ Cup and the FIFA World Cup – and creates events and experiences accordingly. “Special events, or ‘Hot Markets’ events as we call them, are a big part of what we do; they take a collaborative effort across multiple teams, including operations, merchandising, visual design, IT, airport leadership and finally our Hot Markets team,” says David Gilbert, director of merchandise. “The response from travelers is always fun to see, especially around big events like the Super Bowl. We start building excitement early by bringing in merchandise before the holidays, expanding our selection and displays in January, and then really leaning into the experience as the game gets closer with kiosks, themed presentations and other event elements.” Gilbert adds that one of the things he and his team are most proud of happens after the game: “We work through the night to get championship merchandise into stores in time for the first flights the next morning. Travelers are often surprised by how quickly it shows up. We hear things like, ‘Wait, the winning team’s shirt is already here?’ or ‘I couldn’t even find this at the stadium.’ Those moments are exactly what we love. It’s about creating a connection to the event and giving Below, Right: For Ontario International Airport, community engagement tactics and special events – including annual events like 5K at the Runway (pictured), monthly “passenger pop ups” and “surprise and delight” activations, and quarterly Authors at ONT book signings (pictured) – allow the airport to differentiate itself in a very competitive market.

people a chance to take home a piece of the excitement while they’re traveling.” Crafting activations centered on local sporting events allows airports to show regional pride and support for the local community. One recent example came during this year’s March Madness, when ONT partnered with UCLA Athletics to transform a portion of Terminal 4’s baggage claim into an immersive recreation of UCLA’s Pauley Pavilion.

Above: Paradies Lagardère looks to big sporting and cultural events that happen throughout the year and create activations and merchandise tie-ins accordingly.

28

AX NEWS OCTOBER/NOVEMBER 2026