San Jose Mineta International Airport is creating a sense of place, with local fare greeting travelers.
The airport revamped its retail program to attract hometown vendors and showcase what San Jose has to offer. Having a local site at the airport helps businesses take advantage of foot traffic, increase product awareness and boost sales. Plans are in the works for a dozen concessions to open by the end of the year ahead of the Super Bowl and FIFA World Cup. SJC’s kiosk program, administered by Provenzano Resources Inc., provides opportunities for local businesses to promote their brands and jumpstart new ones with a low-capital investment.
Principal Property Manager Rebekah Bray said the airport and San Jose have a strong desire to create new opportunities for small businesses. She said the variety of vendors reflects San Jose’s diversity and uniqueness.
“We want to make sure when people come through San Jose, there’s a sense of our destination,” Bray told San José Spotlight. “It’s a positive impact when you go through airports and see your local community represented. People want to support businesses locally and we’re giving them that extra opportunity to do so.”
In March, the San Jose City Council approved about $17 million to redevelop airport concessions. The city selected operating partners Hudson and Paradies Lagardere to manage the new retail program featuring 50+ local vendors, which is expected to generate $4.8 million in revenue annually. Various San Jose merchandise will be featured such as wine from J. Lohr, art by Lola x Kenneth Collaboration and culinary treats from Asian Box, Nirvana Soul, Nokki Farm and Sweetdragon Baking Company.
“Thank you to the City Council for investing in the airport,” said San Jose City Manager Jennifer Maguire in a statement. “SJC’s new retail program will create a distinctive San Jose and Silicon Valley experience by offering visually appealing and welcoming concessions that capture the region’s spirit and cultural richness.”
Gordon Biersch Brewing Company added a location at the airport in 1996. Co-founder Dan Gordon said having a presence at the airport brings brand validation and exposure and the sampling opportunity is fantastic.
“Every traveler wants to taste and experience the best of any locality,” Gordon told San José Spotlight. “The travel experience, whether for business or pleasure, begins and ends at an airport. HMSHost was one of the very first companies to partner up with local businesses to bring an authentic local partnership into play.”
Lino “Linus” Arauz, who owns two Greenlee’s Bakery kiosks at SJC, said its been successful in expanding the product’s reach. He said the airport’s efforts to emphasize small businesses is a “boots on the ground” demonstration of its intention to be inclusive.
“Their support is paramount. It’s hands-on. It is very felt,” he told San José Spotlight. “We know we’re not a money maker for the airport like the other retail outlets. The only reason they would do it is because they want to support the efforts of local businesses.”
The San Jose Socks kiosk offers patterned boxers and socks, with some featuring cats, sharks and dinosaurs. Kiosk owner Dana Arauz said owning a kiosk is financially feasible. She appreciates Provenzano Resources Inc. providing the opportunity for merchants to get into the airport and the support network the airport provides.
Honey sourced from Cupertino, Rose Garden and Santa Clara is available at Mike & Niki’s Honey Company’s kiosk. Co-owner Niki Canotas is excited to be able to introduce the company to millions of people passing through the airport. Customers know they’re supporting a local business, she told San José Spotlight.
Bianca Wilczoch, president of WSE Group, has operated a variety of eateries at SJC for 25 years. After partnering with HMSHost, WSE received its first direct lease at SJC in 2019. Wilczoch is grateful for the opportunity to do business at the airport but said it has its challenges. Due to the opening delays of Runway Deli and Jamba, she initially lost 30% of her staff. Working at the airport requires flexibility, she said. There are airport regulations to follow. But Wilczoch said concessions receive enormous support from airport staff and a dedicated small business operator can do well.
“There’s a connection to the community,” she said. “It is a small family. We’re happy to continue to do business after all these years.”
Contact Lorraine Gabbert at [email protected]
