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Taking Off
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Retailers
at Lambert–St. Louis International Airport have a captive audience.
By Laurie Burstein
If ever there was a good time to take the stress out of flying,
this is it, say Cheryl and Sid Wasserman, owners of A Backrub Co.
The husband/wife duo opened two locations at Lambert–St. Louis Inter-national
Airport in November. Located in the Concourse B/C Connector Terminal
and in the East Terminal, A BackRub Co. offers seated backrubs,
footrubs and products such as hand massagers, pillows and aromatherapy
lotions to ease the stress of traveling.
Above:
Arriving early enough to pass new security measures, passengers
have more time to shop and enjoy other activities at Lambert–St.
Louis International Airport.
“Since passengers get to the airport earlier to go through security,
travelers have more time to get rid of stress at the airport,” the
Wassermans say. “Today’s airline passenger is more educated and
generally patient regarding the extra security measures. They also
realize that a 10-minute backrub is a great way to relax before
or after a flight.”
David Lazarus, concessions manager at Lambert Airport, says this
year has been tough for airport shops and restaurants between the
slow economy and the tragic events of 9/11. He says that overall
traffic is down 12 percent from last year. But in the spring, airport
shops and restaurants began seeing an upturn in their businesses.
Judie Wise is the owner of Bookmark, Inc. and operates five bookstores
at Lambert Airport. One of her stores is located in a spot travelers
reach before going through security and four other stores are beyond
security. She has noticed a trend other retailers have noticed too:
shops inside airport security are doing much better than those located
on the other side of security.
Lazarus agrees and offers an explanation, “Passengers want to get
through security as quickly as possible. They have heard stories
about long lines and want to get to their gates in plenty of time.
In reality, going through security checkpoints is now relatively
easy and passengers find they have more time to shop and enjoy other
activities at the airport.” He adds that 80 percent of the restaurant
and retail stores are beyond security at Lambert Airport.
Wise says that while there are more lulls in the foot traffic inside
her bookstores, the people who come in have more time to browse.
“I’m very optimistic about our business. We have more time to talk
with our customers and make recommendations about books. We focus
more than ever on customer service,” Wise says.
And since the airlines are providing less food service, business
at national restaurant franchises at Lambert such as California
Pizza Kitchen, Chili’s, The Pasta House, and Burger King is picking
up. HMS Host operates these chains and spokesperson David Milobsky
agrees that, while there have been less people at the airport, travelers
are generally there longer and have more opportunity to sit down
to a meal.
Another trend retailers have seen at the airport is the loss of
“meet and greet” customers. Due to security measures, those dropping
off or picking up passengers cannot accompany them to the gate and,
therefore, are not able to shop inside security zones.
While this is an issue, retailers like the Wassermans say they are
picking up business in other ways. They now have whole families
who come in for backrubs and they also see repeat customers, such
as business travelers who fly every week.
For those with an extra hour before a flight, there is plenty
for passengers to do at Lambert Airport:
1. Eat at one of the national restaurant franchises, including California
Pizza Kitchen, Chili’s, Burger King, The Pasta House, etc.
2. Enjoy a latte or other gourmet coffee at Starbucks.
3. Check out golf fashions and accessories at the PGA Tour Shops.
4. Browse through the latest best sellers at Bookmark Shops.
5. Get a combination backrub/ footrub at The BackRub Co.
6. Exercise with a mile walk at the airport.
7. Visit the interfaith chapel.
8. Watch CNN on one of the TVs.
9. Catch up on your reading and buy a newspaper or magazine at one
of the gift shops.
10. View the historic aircraft on display.
11. Get a shoeshine.
12. Plug your computer into one of the pay telephones that have
dataports for laptops.
13. View the murals and artwork on display in the main terminal.
14. Enjoy watching the planes land and take off!
Laurie Burstein is a St. Louis-based free-lance writer. |
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