Airport Experience® News - Retail Issue 2026

A Model Partnership At PSP In December 2023, Palm Springs International Airport (PSP) established a landmark three-year agreement with Agua Caliente Casinos to rename its Regional Jet Concourse. Now known as the Agua Caliente Concourse , the area represents the first naming rights deal between a Native American tribe and a commercial airport in the United States. The partnership delivers a strong example of how to link regional heritage with modern commercial opportunities, especially since the airport sits physically on the Agua Caliente Reservation. Pearl Aguinaldo, vice president of marketing at Agua Caliente Casinos, says the deal has met the brand’s goals since launch. “From our perspective, the partnership has achieved exactly what we hoped for, positioning the Agua Caliente Casinos brand in front of visitors at the very start of their Coachella Valley experience,” Aguinaldo says. “It’s created a vital touchpoint to build awareness and reinforce that we are an integral part of the destination.” Passenger and tenant reactions have been favorable. Instead of traditional advertising, the agreement funded tangible concourse improvements that directly benefit travelers. Upgrades completed under the partnership include premium lounge seating, convenient workstations and state-of the-art charging towers. Aguinaldo cautions other airports and brands against treating a naming rights deal as a simple transaction. “It is important not to view this simply as Opposite page, Right: The Chicago Department of Aviation sought ideas on a sponsorship program that could include everything from concourses to play areas. Right bottom: The Agua Caliente Concourse at Palm Springs International Airport, now in its third year, represents the first naming rights deal between a Native American tribe and a commercial airport in the United States.

putting a name on a building,” she says. “To maximize value, there must be a shared vision and a commitment from both partners to bring the collaboration to life. While branding is essential, the real value stems from creating meaningful experiences, staying engaged, and establishing clear goals and measurable outcomes from the outset.”

The transition avoided wayfinding friction for travelers because airport teams scheduled physical signage updates during off-peak hours. By completing the physical rebranding when flight volumes were lowest, travelers navigated the shifting terminal easily with updated maps and digital directories.

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AX NEWS SEPTEMBER 2026