Airport Experience® News - Pre-Conference Issue 2026

Left: To welcome guests for the World Cup games in Kansas City, OHM Concession Group plans to release specialized event menus paying homage to World Cup teams; program restaurant TVs to show matches; and organize match-day activations to include “Meet the Pitmaster” sessions at the brand’s signature KC BBQ Experience.

says Pietryka. “Moments like that show how we connect national partnerships with local creativity to make each experience feel authentic and one-of-a-kind.” WHSmith’s McOwan notes the challenges of creating limited-edition products while abiding by licensing agreements and requisite approvals. Designing unique items “can be revenue generating,” adds McOwan, “however, we have to be mindful of the longevity of each event and how that will impact the product longevity. The days leading up to any event, day of, and the short window of the days after are clearly the busiest, and our focus is to build on the shoulder periods beforehand and mitigate the risk post event. It’s a fine balance, again depending on the event [and] tournament appeal.” WHSmith also takes into account how many other licensees are approved to deliver limited-edition products, “lest we find the same product everywhere,” he adds. “That can be a minefield on its own.” Above all, concessionaires hope to create experiences that will not only foster positive event-related memories from passengers but also encourage them to return to host airports year-round. “We see these moments as a chance to be ambassadors, not just for the airport, but for the city itself,” says Pietryka. “When visitors feel welcomed, discover local brands and enjoy a seamless shopping or dining experience, they leave with great memories. That’s always our goal: to help make their first impression so positive that they can’t wait to come back.” OHM “understands that first impressions last,” says Patel. “By spotlighting Kansas City’s signature cuisine, especially world renowned barbecue, we will deliver an experience so authentic that visitors will feel they’ve already experienced the city before leaving the terminal; and when they leave, they will never forget Kansas City as the BBQ capital of the world.”

adds that the company has also expanded its use of QR codes, self-checkout and signage to ensure that customers can find what they’re looking for quickly amidst the festivities. WHSmith North America is also accustomed to the passenger peaks derived from major events. “From our perspective, being based in Las Vegas, we are used to the city hosting events,” says Roderick McOwan, chief development officer. The company has previously helped host the Super Bowl and the annual Formula 1 Las Vegas Grand Prix in partnership with Harry Reid International Airport (LAS) and is in discussions with its partner airports around the 2026 World Cup. Working with LAS and the local convention and visitors bureau, “we prepare months in advance for these events,” adds McOwan, noting that the concessionaire focuses not only on the basics – staffing, supplies, operating hours – but also on ensuring that they are “winner ready” for customers to purchase timely, event-related merchandise. “An example from [the 2024] Super Bowl was our ability to have all of the winning team merchandise available post-game for the departing passengers,” says McOwan.

Event-Centric Offerings And whether it’s the availability of team merchandise or limited-edition products, providing travelers with unique, event-related offerings is a key aspect of concessionaire preparations. OHM plans to release specialized event menus paying homage to World Cup teams, program restaurant TVs to show matches and organize match-day activations to include “Meet the Pitmaster” sessions at the brand’s signature KC BBQ Experience. It will also produce events with local artists and musicians to “showcase Kansas City’s creative spirit and provide international visitors with a well-rounded cultural experience,” says Patel. “Partnerships are key,” adds Paradies Lagardère’s Pietryka, referencing the concessionaire’s recent in-terminal activations such as a virtual golf simulator at Jacksonville International Airport (JAX) for the annual PGA Tour Players Championship and Taylor Swift themed cocktails at Louis Armstrong International Airport’s (MSY) Vino Volo location in honor of the singer’s Eras Tour. “Fans loved it, and it gave them a chance to kick off their weekend right at the airport,”

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AX NEWS FEBRUARY 2026