Airport Experience® News - Food & Beverage Issue 2025

star leaned on his German heritage during taste tests, Myres says. Branding often takes on jersey numbers, game artifacts and team details as central elements. At DFW, Nowitzki’s concept was named “Nowitzki 41.” The space features several pieces of history from the basketball player’s career alongside custom menu boards cut out with his signature step back shot silhouette. The location also includes merchandise and souvenirs specific to Nowitzki’s career. In another Playmakers partnership at Dallas Love Field (DAL), former NHL Player Marty Turco opened a bar named Turco 35. The Canadian-born hockey player, who had nine seasons with the Dallas Stars, added his own flair by featuring beer from a company he partially owns. Adding to the hometown hero and fan element, Playmakers asks athletes to appear on occasion, Myres notes. First, at the grand opening, and then a couple times per year. At DFW, Nowitzki has shown up several times since his restaurant’s opening. “It creates a ‘fan frenzy’” says Don Mitchell, president of D&B Mitchell Group , which operates the Nowitzki concept. “Passengers

love to see him, and of course he is happy to say hello and sign autographs.” The frenzy “is kind of a security issue from time to time when you have these guys walking out on the concourse,” Myres jokes. Traveler Connection Mitchell says he was surprised by traveler behavior in the first few years of Nowitzki’s restaurant at DFW. Many actually seek out the restaurant during their travels, he says, noting that design elements and name recognition appear to contribute to the appeal. The welcoming, open space is a natural draw, he says. At St. Louis Lambert International Airport (STL), a similar celebrity-branded restaurant – separate from Playmakers – has performed well at providing nostalgia and hometown pride over the years, according to Rob Salarano, the manager of the airport’s properties division. Mike Shannon’s Bar and Grill has continued to bring in guests after the former St. Louis Cardinals player and broadcaster passed away in 2023 at age 83. His name is inextricably linked to the local team and is well-known in the sports town. “The one-of-a-kind memorabilia in the restaurant is a strong draw as hometown passengers go by on the concourse,” Salarano says. He says they’ve found some advantage by bringing staff into the mix from a now-closed street side version of the restaurant.

“Mike was a proud supporter of the concept from the start and remained closely connected to its development,” says Tyler Pitman, senior vice president, concept development, brand partnerships and adult beverage at HMSHost , which operates the restaurant. “His input helped shape the restaurant’s atmosphere and storytelling, ensuring it reflected his personality and values. His legacy continues to be an important part of the guest experience.” Pitman says the concept still has strong passenger loyalty. Locals see the hometown icon featured prominently, while travelers find an authentic sense of place. “Celebrity-driven concepts can be highly effective when they’re authentic, locally relevant and offer quality products and service,” Pitman says. “The key is striking the right balance between honoring the personality behind the name and delivering on traveler’s needs in the airport environment.” Making More Plays Looking ahead, Playmakers is planning its newest expansions into the East Coast. Boston Red Sox baseball player David Ortiz’s Boston connections could bring opportunities in New England, and former Buffalo Bills football player Bruce Smith may also appeal to the region, Myres says. The company’s roster has also grown to include institutional partnerships instead of just individual athletes. They’ve signed on the Dallas Stars as a team and are working with a number of universities. “If you go into an Ohio-based airport, you’ve got representation with your local university there as well,” Myres says. Another emerging area with potential could be e-sports, an area where video game players draw millions of social media followers, though Myres admits the area is a little different for him. The fundamental limitation of space in airports, Myres says, will likely determine future growth for The Playmakers Group. While street side space is effectively unlimited, airport concepts face extreme space constraints and complex approvals. “We’re probably not going to have 1,000, 500, or even 100 Playmakers restaurants,” Myres says, but the ones that open are “a lot of fun.”

Below: Former NHL Player Marty Turco is partner in a bar named Turco 35 at Dallas Love Field. The Canadian born hockey player, who had nine seasons with the Dallas Stars, added his own flair by featuring beer from a company he partially owns.

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AX NEWS JULY/AUGUST 2025