As Pittsburgh International Airport (PIT) transforms from a hub operation to an origin- destination airport, it is catering to a completely different passenger mix. And with the opening of PIT’s $1.57 billion Terminal Modernization Program set for next year, Bryan Dietz, senior vice president for Air Service and Commercial Development at PIT, talks with TMI about the changes taking place in its commercial concessions.
With the “new” Pittsburgh International Airport (PIT) slated to open by the end of 2025, fliers are already getting to enjoy a wave of new concessions this year that will create one of the largest additions of new businesses to the airport in over a decade.
In July, PIT announced that it is adding 15 local, national and global brands as part of its expansion of its stores and restaurants. The new concessions will include a vibrant mix of shopping from fashion to cosmetics and gifts, along with additional healthy quick service dining and on-trend sit-down restaurants/bars, some with fantastic airfield views, says the airport announcement.
The new concessions reflect passenger feedback from both Pittsburgh-based travelers and visitors to the region, Bryan Dietz, senior vice president for Air Service and Commercial Development at PIT, tells TMI.
PIT’s Terminal Modernization Program includes a new landside terminal and renovations to its existing airside terminals, and the new concessions will be in both the existing portion as well as the new landside terminal, explains Dietz, who says it is the needs of the airport’s new passenger mix that is driving the changes.
“We’ve made a full transition from what our concessions program and our food, beverage and retail programs were originally — which was to serve the passenger who was just passing through to connect on US Airways. At the time, this was about 90% of all of our passengers. [Ed. Note: US Airways merged with American Airlines in 2015 and is no longer in PIT). So once the airport transitioned and was no longer a hub, we’ve been working with a management team on becoming an origin and destination airport.
“We started our process by going through the new terminal building and recognized that we need to develop a sense of place. Now that 90% -95% of our passengers are beginning and ending their trip in Pittsburgh, we have to have a program that reflects Pittsburgh and bring that experience to the airport. But now that over half of our traffic are visiting Pittsburgh from elsewhere, we needed to add that right mix of global and national brands as well,” Dietz continues.
Dietz stresses that his team makes a big effort to understand the PIT passenger and what they want but weren’t getting.
“Look at F&B. When this airport was designed, airlines still served meals and food on aircraft, and at the same time, people were passing through quite quickly. So while food options weren’t as much a priority then, now food and beverage is one of the top areas that we needed to provide. About one in three of our passengers are departing in the morning, for example, so we brought in the award-winning breakfast restaurant Bad Egg.
“Now we prioritize, and are very thoughtful about knowing what our passengers want, and offer it to them in a way that can maximize the revenue performance here at the airport, but also make a lot of happy passengers before they get on their flight.”
In addition to the Bad Egg, PIT’s new F&B lineup includes several local brands, including entrepreneurial Wexford-based coffee and tea house Café Conmigo, and national brands including Jimmy John’s, Sambazon Acai, modern deli Stack +Press Delicatessen, Mexican restaurant Mi Casa Cantina and Camden Food Market.
Dietz is particularly excited about adding such a headline brand as Shake Shack, the global burger chain that opened its first Pittsburgh location at the Terminal in the Strip District this May. The new dining options also join Beercode Bar & Kitchen, which opened in June in the Airside Center Core near Concourse C.
All concessions programs at PIT are now handled in-house.
“We’re working with all the food, beverage and retail operators, including the planning and the programming for the new landside terminal building, combining that effort with the construction so we can deliver one seamless experience when we open,” tells TMI.
Retail additions and expansion
Dietz is also very enthusiastic about some of the retail options that are opening.
“I think we are most excited about introducing MAC Cosmetics; the brand is such a global authority. Pittsburgh is also a sports town, so we are bringing in Champion City Sports. We will be able to offer popular Pittsburgh sports team wear and memorabilia from the local Steelers and Pirates teams, but also from American football, ice hockey, baseball, and other memorabilia. Sports are such a key part of Pittsburgh,” he says.
Both MAC and Champion City Sports are among six new retail concepts awarded to Avolta’s Hudson Group. The seven-year contract covers 8,000 sq-feet of concession space, and includes Duquesne & Co. a platform for local artisans and brands, as well as three new Hudson travel stores.
Hudson currently operates nearly a dozen travel convenience, specialty retail, and duty free stores at PIT, including Hudson Booksellers, Dunkin’, locally born Sarris Candies, and Pittsburgh Duty Free.
In addition to the new options opening, Dietz says that some existing concessions, including Johnston and Murphy and InMotion, (operated by W.H. Smith’s Marshall Retail Group), are undergoing full refits and showcasing their latest store designs. InMotion will also be opening an additional larger store to serve the growing technology needs of travelers with a focus on Apple products.
The majority of the new concessions will open in the Airside Terminal from which all of PIT’s arriving and departing flights operate. Some concessions will also open in PIT’s new terminal, scheduled to open next year, including pre-security locations.
The New PIT
As part of its transformation from a hub to an origin and destination airport, PIT added a lot of new air service, from ultra-low cost carriers, to regional commuter carriers, to global flag carries.
Dietz says his mandate was to make sure they were meeting the needs of the wide range of passengers they were now looking after at PIT.
“We want to provide a shopping experience that is accessible to all types of passengers, including offering various price points.
“That’s why we have the mix of quick serve, as well as sit down, and global as well as the local brands. Pittsburgh is the home of many technology companies, for example, and this is reflected in our retail offer. We take a very holistic look to making sure that we are catering to the passengers on these carriers that are providing new service into Pittsburgh,” he said.
PIT recorded it busiest June in almost two decades this year, and the airport wants to be sure it can handle all this additional traffic and provide a great experience for all its passengers.
“Our business is very data informed, but also reflective of the new market concerns,” says Dietz. “We see this as a great opportunity in a changing market. As an airport that has successfully made the transition from a hub operation to an origin destination airport, it’s a great place to do business as we connect passengers and businesses together so that everybody has a great experience.
“We are excited to welcome new and expanded business partners at the airport who are excited to be a part of the transformation,” concludes Dietz. “We appreciate the investment they are making into the passenger experience and their support of the growing business and economic impact our airport has on this region.”
