US AIRPORT CREDENTIALS - ETHOS FARM, OPTIMAS & THE TRAVEL RETAIL CONSULTANCY
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US AIRPORT CREDENTIALS ETHOS FARM, OPTIMAS & THE TRAVEL RETAIL CONSULTANCY
airport (noun): a complex of runways and buildings for the take-off, landing, and maintenance of civil aircraft, with facilities for passengers. (WE THINK THERE MIGHT BE A LITTLE MORE TO IT THAN THAT …)
OVERVIEW Ethos Farm, Optimas and The Travel Retail Consultancy are delighted to present our combined capabilities and experience in the field of global airports and aviation. As three individual businesses, we have come together to offer our spectrum of expertise to airports in North America with proficiencies that include airport design, commercial planning, customer experience strategies, sustainable operations and the optimization of non-aeronautical revenues. With our unique mix of knowledge and hands-on involvement in airport projects around the globe, we aim to blend international airport best practice with local needs and requirements. This short document will introduce you to who we are, what we do, our previous experience and why we are so passionate about every aspect of the end-to-end airport experience. We hope you enjoy discovering more about us.
“WE BLEND INTERNATIONAL AIRPORT BEST PRACTICE WITH LOCAL NEEDS AND REQUIREMENTS”
ENHANCING THE END-TO-END PASSENGER JOURNEY The Ethos Farm, Optimas and TRC team has been working with airports around the globe to elevate standards at every customer touchpoint. Whilst our work can commence in the early planning and design stages, we are often drafted in when infrastructure, people or process changes take place. In these events we analyse, scope, refine, recommend and implement optimized solutions. Our experience covers curbside VIP meet & greet, valet and concierge, through to airside flight connections and arrivals experiences. We have developed digital programs to enhance non-aeronautical revenues from pre-purchase airport parking and concession services online as well as F&B delivery. Our involvement in operational readiness for new terminal openings and major events is vast. This includes the phased opening of locations such as Midfield Abu Dhabi and supporting airports as the official gateways to the Olympic and Paralympic Games in various cities and with multilingual and multicultural audiences. We have real-world experience of the multitude of challenges the aviation industry can throw at us including extreme weather events, intra-EU abolition of Duty Free, the launch and abolition of Tax Free Shopping, sharps/ liquids and electronics compliance, arrivals passenger segregation and of course, global pandemics!
SPECTRUM OF CAPABILITIES
BUSINESS CUSTOMER & EMPLOYEE OPERATIONS COMMERCIAL SUSTAINABILITY
TRANSFORMATION EXPERIENCE (CX & EX)
• Corporate strategy • CX strategy • Terminal planning • Due-diligence – Transactions/P3 • Sustainability in terminal design
• Strategy execution • CX implementation • Aesthetics & sense of place • Commercial Strategy & implementation • Lighting/ flooring/ service areas
• Master planning • Service standards • Manpower planning • Customer insight & segmentation • Mandate for construction
• Program management • CX KPIs • Manpower optimization • Concept & design requirements • Sustainability standards
• Governance • EX strategy • Day-to-day operations • Financial modelling & analysis • Waste & composting policies
• KPIs • Customer journey mapping • Aircraft gate scheduling • Concession planning • Employee schemes
• Stakeholder engagement • Employee journey mapping • Accessibility auditing • Operator & brand prospecting • ‘The Back Room of Tomorrow’
• Mentoring & coaching • CSAT technologies • Parking & ground transport • Leasing & negotiation
• Employee engagement • Standard operating procedures • Supply chain & distribution
• Learning programs • Baggage systems • Marketing, promo’s & e-comm’s
• Immersive education • Off-airport check-in • Pricing & yield management
• CX Ambassadors • Sales & revenue optimization
• Blending digital & human
MEMBERSHIPS & ACCREDITATIONS
Optimas is a member of Optimas is a certified Ethos Farm is an ACI Ethos Farm is CPD Ethos Farm is a member
AAAE - the largest Women Owned World Business Partner accredited this means of the only global airport
professional organization organisation as and has developed ACI that learning programs promotion agency
for airport employees recognised by accredited learning developed for your airport network, sharing best
AAAE members are WBENC/WeConnect programs for more than can be accredited to practice and setting
leaders in key roles from International. 50 airports worldwide. contribute towards standards for sales
the C-Suite to the continuing professional promotion in airport travel
terminal and on to the development. retail.
airfield.
“I am writing to thank you for everything you have done to support the Midfield Terminal Project. Your advice and knowledge have moved this project along to a level we could have never envisaged at the start. Your input in the early design decisions helped us to get to the point where we now have a great layout and design that will do exactly what we set out to do from the beginning and that is WOW to the customer. The work you have done in getting luxury brands engaged and actually excited about coming on board has been excellent. I personally have learned a lot from you.” Letter to David Griffiths from Mohammed Al Bulooki – Chief Commercial Officer Abu Dhabi Airport
AIRPORT EXPERIENCE
NORTH AMERICA SOUTH AMERICA EUROPE MIDDLE EAST APAC AFRICA
• Chicago Midway • Belo Horizonte • Aberdeen • London Gatwick • Abu Dhabi • Alice Springs • Khartoum (19 regionals)
• Denver • Guayaquil • Amsterdam Schiphol • London Heathrow • Al Maktoum • Avalon
• George Bush Houston • Jorge Newbury • Athens • London Luton • Bahrain • Bali Denpasar
• Hollywood Burbank • Ministro Pistarini • Bari • London Stansted • Dubai • Brisbane
• JFK • Quito International • Birmingham • Lyon-Saint Exupery • Kuwait • Chhatrapati Shivaji
• Kamloops • Rio de Janeiro – Galeao • Brindisi • Manchester • Muscat, Oman • Darwin
• Kelowna International • Santiago de Chile • Bristol • Milan Linate • Queen Alia – Amman • Hobart
• LaGuardia Terminal B • São Paulo – Guarulhos • Brussels International • Milan Malpensa • Sharjah • Indira Gandhi
• LAX • Brussel South Charleroi • Nice Cote d’Azur • Launceston
• Montreal PE Trudeau • Cardiff • Paris CDG • Melbourne
• Ottawa International • Catania • Paris Orly • Navi Mumbai
• Pittsburgh • Dublin • Pisa • Perth
• Princess Juliana International • East Midlands • Porto • Singapore Changi
• San Antonio • Edinburgh • Sabiha Gökçen • Sendai
• San Diego • Exeter • Sofia
• San Juan – Puerto Rico • Florence • Southampton
• Vancouver Fraser PA • Glasgow • Toulouse-Blagnac
• Vancouver International • Greek Regional Airports • Venice Marco Polo
• Victoria International • Leeds Bradford • Venice Treviso
• Westchester County • Ljubljana • Verona Villafranca
• Liverpool John Lennon
• London City
“The team at Ethos Farm evidenced how their adoption of next generation
learning technology has helped put them ahead of their competitors and
has enabled them to create a very impressive client & partner list. The
passion from the Management Team was tangible, in supporting other
businesses to be the best they can be.”
Ethos Farm New Business of the Year 2019 - Gatwick Diamond Business Awards JudgesMEET THE TEAM
Sally Alington, Founder & CEO Ethos Farm Mathew Garner, Co-Founder Ethos Farm Lauren Walsh, Co-Founder Ethos Farm Josie Barton, Co-Founder Ethos Farm
• 20 Years’ Airport and Travel Retail Experience • Part of the CX Transformation program at • Interim Guest Experience Director LaGuardia • Learning & Development Lead at Ethos Farm
LaGuardia
• Part of the CX Transformation programs at • Head of Ethos Farm Americas • Designed and created aviation disability
LaGuardia London Luton, Edinburgh Airport • CX Transformation lead Irish Rail confidence in partnership with Queen Elizabeth’s
• Launch of JFK instore travel retail programs for Foundation for Disabled People
• Architect of CX strategies for organisations • CX Transformation program at London Luton iShoppes, DFS, Heinemann Americas
including Westfield London and Stratford and the • Designed and created the first site-wide
London Designer Outlet • CX Consultant Heathrow Airport Soft Services • Formerly Head of Middle East for Europe’s
(Ambassador/ PRM/ Connections Transport) largest travel retail staffing business – Blackjack accessibility training for a UK Airport – Stansted
• Former MD of Europe’s largest travel retail staffing • Virtual Reality training for Virgin Atlantic cabin
business - Blackjack • Former Passenger Services Director London • Dubai Airport Customer Shoes CX tracking
Stansted program crew for inflight sales
• Launched Heathrow Airport Service and Sales • Formerly Head of Operations for the BBC
Ambassador Contract in 2013 • Transformation Director Stansted Acquisition from • Formerly UK lead for YSL Travel Retail Division
BAA to Manchester Airport Group Academy
• Developed and delivered BAA Airport Shopping
Information and Shop & Collect concepts • Head of Retail & Commercial at East Midlands • Creator of the Skills Academy for Competition
Airport and Markets Authority
• Launch of the Heathrow POD – driverless robotic
transportation • Operations at UK Border Force - HeathrowMEET THE TEAM
Susan Stiene, President & CEO Optimas Nathalie Roemer, Chief Operating Officer, Optimas Rebecca Ramsey, Concessions Strategist, Optimas
• 36 years aviation experience, 22 years airport and 14 years airline • 19 years airport and 10 years luxury travel and retail • 25 years airport experience
experience
• Former Commercial Director, Vancouver International Airport • Former Concessions Director, Nashville International
• Former Commercial Manager, Vancouver International Airport Airport responsible for non-airline revenue and the
• Brought many “firsts” to the airport commercial landscape in North passenger experience
America such as Common Use Lounges, Designer brands such as • Innovative use of technology to create airport commercial
Gucci, Bvlgari, Hermes, health care services. opportunities • Innovative approach to generating incremental sales and
enhancing the guest experience such as introducing the
• Developed award winning commercial programs, a recipient of • Stewardship for environmental practices in airport commercial first airport stadium licensing for liquor
both ACI and AXN awards, including ACI Concessions Person of
the Year (2007). • Responsible for developing and implementing Gateway Valet • Recipient of ACI Concessions Person of the Year (2013)
& Concierge, a model for airport valet services throughout
• Renowned for government facilitation work in passenger/baggage airports in North America • Chaired ACI-NA Commercial Management Committee
processing and retail negotiations to transform policies that enable
incremental salesMEET THE TEAM
David Griffiths, Founder & CEO TRC Gavin McKechnie, Director TRC Dave Wells, Director – Food & Beverage, TRC Nick Webb, Director Marketing, Communications &
Digital, TRC
• Founder of the Travel Retail Consultancy • SVP Concessions at Abu Dhabi Airport • 20 years+ of International F&B experience across
• VP Commercial Guangzhou Baiyun Intl Airport
• Commercial consulting and advisory for the transport sector
airports • Head of Retail Network Rail
• BAA/WDF/Heathrow
• At forefront of F&B consumer trends
• In parallel with TRC was also MD McArthur • International Ops director WH Smith
Glen Luxury Retail and MD Systra Aviation • Practical hands-on experience front of house and • Head of luxury fashion & media
• CCO at Delhi International Airport
• Buying and Merchandising Director WDF head office • Head of advertising, sponsorship and media
• Retail Director BAA Scotland
• Category Management and Business • Driving sales and operational performance • Head of yield management distribution & marketing
Development Director for BAA Group Travel
retail • GM World Duty Free LHR, STN Scotland
• Franchising, leasing and negotiation • Head of marketing BAA
• Commercial Director Stansted • Local SME’s to major global F&B brands • VP Marketing WDF Americas
• Product Director Duty Free for BAA • Board Director of UK Travel Retail Forum (F&B)
• Head of marketing WDF Europe
• Duty Free Manager Heathrow Liquor Product
Manager BAA GroupMEET THE TEAM
• Marie Hart, Director – Car Parking, Car Rental and Onward Travel, • Ashley Calaz, Director – Financial Modelling, Property & • Andrew Sibree, Director – Supply Chain & Distribution, TRC
TRC Ancillary Revenue, TRC
• Procurement and supply chain consulting
• 30 years+ Car Parking, Car Rental and Onward Travel • Chartered Management Accountant
• Retail Logistics
• Working across the Transport Sector • 20 years+ financial and commercial experience within the airline,
airport, management consulting and IT sectors • Advisory positions at airports including:
• 11 years in Commercial Contract Management
• Worked previously for airlines in the UK, Switzerland and UAE • Birmingham
• Headed up BAA’s Travel Services division across all UK Airports • Dubai
• Direct report to CCO of Abu Dhabi Airports with responsibility for
• Advised on major transactions for investors investment analysis, commercial planning, bid evaluation, • Heathrow
management reporting, revenue budget forecasting and business
• Developed comprehensive strategies to optimise revenue intelligence • Manchester
• At the forefront of Car Park design, new technology, yield management, • Oman
• Led the strategy for and execution of Al Bateen Airport’s
customer service, operational best practice and performance transformation into a facility designed exclusively for business • Stansted
management aviation
• Gate Group & Christian Salvesen
• Fellow member of the Institute of Parking Professionals within the British • Advisory capacity for investment clients worldwide
Parking Association (BPA) with an award-winning portfolio of airport
projects from her time with BAA“Having successfully narrated our Concession Development Management
Plan a few years ago (2017), in 2019 David Griffiths and his team then
refined and developed our concessions plan and leasing strategy, providing
a clear path for us to follow and we are optimistic about the results. There
was excellent collaboration with me and my team and the end result I feel is
a perfect balance of International best practice with local requirements.
Thank you for all your help and hard work.”
Pietro Bucci – Commercial & Business Planning DirectorCASE STUDY: LAGUARDIA TERMINAL B LaGuardia Gateway Partners (LGP), the consortium behind The Terminal B launch, has engaged with our team in multiple ways. Members of our team were involved from the outset, as part of the concessions planning and selection committee responsible for the RFP, selection of operators, concepts and locations. Subsequently, in readiness for the completion of the $4bn TB expansion project, LGP sought services for transforming guest experience (GX) and driving culture change for both their customer facing services teams and their senior managers and directors. This exciting project included the following services: Service Strategy Execution (The Terminal B Way) - Designing, developing and delivering a new service strategy with the Board – The Terminal B Way - Designing and delivering digital service training – ‘License to Serve’ entrance exam for customer facing staff - Designing new service standards, mystery shop & audit to achieve the Best Terminal in North America status - Taking on full responsibility for delivery of new Net Promoter Score (NPS) surveys and CSAT questionnaires Operational Management Delivery (Terminal B Concierge) - Operating frontline service operations including GX Ambassadors, Porters, Curb-side support, PRM & Janitorial - All service lines to adhere to the service execution principles listed above Strategy & Program Execution (Good to Great Program) - Working with LGP Board (C-Suite and Directors) in shaping their new internal strategy execution program - Designing and delivering a new Good to Great program of initiatives - Shifting from a reactive to proactive and planned mindset - Designed brand new governance processes, reporting tools, monthly reports, KPIs and sign off procedures - Established and operated the Program Management Office (PMO) on behalf of LGP - Support delivery and embed long lasting process and culture change Terminal B has recently managed a 0.50 increase in ASQ service scores (now one of the highest scoring in North America) and has been highlighted as a ‘Best New Way to Travel’ by Conde Nast.
CASE STUDY: PRINCESS JULIANA SINT MAARTEN Optimas was commissioned by the Princess Juliana Airport to design concession zones for the temporary airport terminal following the destruction of the airport by Hurricane Irma in 2017. The temporary terminal was in a wing of the main terminal building that was still usable. This area was severely congested due to the lack of space, useable space and the need to service two remote gates. Being a popular Caribbean tourist destination for US travelers, passenger numbers continued to climb steadily and the new terminal was still years away. Therefore, this temporary location must be sustainable for quite some time. The mandate for Optimas’ services include: • Design a concessions strategy that take into consideration all concession tenants and the airport’s lease requirements • Develop a program that can be set up and in operation almost immediately • Ensure all concession tenants prior to the hurricane can be accommodated in the new space • Take into consideration the passenger experience • Some services for employees such as food & beverage options remain available To meet the requirements set out by the Airport, Optimas took a creative approach and designed an inline layout that maximizes the number of concession operators and passenger flow inside the terminal. An additional dining area was created outside by setting up an outdoor food hall using food trucks supplied by current food and beverage operators, allowing for operators to generate incremental sales. The outside space became popular with employees enjoying a meal during their breaks, and with tourists, meeters and greeters. The temporary terminal space continues to operate until the opening of the new terminal planned for 2022.
CASE STUDY: HEATHROW PASSENGER AMBASSADORS Members of our team were responsible for scoping and launching the first official Passenger Service and Sales Ambassador contract in the UK at Heathrow Airport in 2013. At that time, Heathrow was the busiest international airport in the world with more than 70 million passengers across a four-terminal and 80-airline operation. The terminal profiles were incredible distinct from one another with varying cultural mixes, blend of domestic, short and long-haul flights and challenging connection times. Added to this the infrastructure was inconsistent with two new terminals and two aging terminals meaning the visual impact on the customer experience varied depending on which terminal customers were departing, arriving or connecting through. Heathrow therefore recognised that consistency would be delivered through their designated team of 400+ Ambassadors – with a standardised service level, tone of voice, uniform & grooming, ability to offer support through digital applications and elevated customer service training. Members of our team brought in the Ritz Carlton Leadership Center to work on the learning and leadership development – finely tuned to Heathrow’s DNA. With the dual tasks of driving service and airside sales to offset the cost of the service we worked to the following metrics: • to achieve #1 ASQ ranking in Europe • to drive £1,000 of sales per airside IDL ambassador per shift We not only helped HAL to achieve the #1 position in Europe for ASQ within 15 months of the contract start date, but also moved CSAT ratings from 47% ranking as good or excellent in 2007 to 87% ranking as good or excellent in the first three years. Heathrow’s sales ambassadors also drove incremental sales of £80m per year.
CASE STUDY: IGIA AIRPORT DEHLI IGIA Airport was a ground-breaking development that signalled the beginning of Travel Retail in India. With one of our team as Chief Commercial Officer, this project set the groundwork for IGIA to grow and develop into one of the leading airports in the region, and the world. Our role as advisors included: • Leading the commercial team and developing the 10-year strategy plan for all revenues • Development of commercial strategy including category management • Concession planning and identification of appropriate brands • Introduction of airport management to brand owners and retail operators • Lease, tender & negotiation process & support • Industry best practice coaching to local team • Creation of 13 Joint Venture companies with GMR including the highly successful Delhi Duty Free • Development of the commercial team to continue to develop the commercial offer Our team provided independent management of the Duty-Free tender and award to support a transparent and fair process and avoiding any legal issues.
CASE STUDY: DUBAI DXB & DWC Members of our team have worked with both DXB and DWC across all customer touchpoints at Dubai’s two international airports to review, analyse, benchmark and provide strategic recommendations to the board. A customer-focused programme of works we delivered called ‘Customer Shoes’ explored empathy mapping based on specific customer profiles. This was overlaid with end-to-end journey mapping across different times of day and night to deliver subjective support to more traditional CSAT measurements. This programme fed into the continuous improvement programme and CX team. Another large project we undertook was the review and benchmarking of existing car parking and travel services, during which we devised a car park strategy including: • Sales and revenue forecast • Assessment on potential business models (self-operate, concession etc) • New product & service development including latest technology & equipment • Capacity requirements • Design guidelines • Operating standards • Marketing, pricing and yield management • Additionally, we developed the Procurement Strategy which covered RFP preparation (technical, commercial and contractual), operating standards, investment requirements in infrastructure and evaluation criteria. Our work included a primary focus on DXB but equally a 50-year forecast and strategic plan for DWC – Al Maktoum. In both the fields of CX and Car Parking, our team provided recommendations spanning. • Car parking capacity, pricing, operating model, sales and revenue forecast • Customer Shoes end to end journey mapping and CX recommendations • May I Help You Customer Service Team optimization
CONTACT: Sally Alington, CEO & Founder Ethos Farm sally@ethosfarm.com +1 (347) 277 6912
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