May 15, 2008

Chamber Connection

Fighting your battles: airport concessions met with local success

By Pat Dando
President/CEO, San Jose Silicon Valley Chamber of Commerce
Special to the Times

One of the values the San Jose Silicon Valley Chamber of Commerce offers is to represent businesses in the valley and help fight their battles.

Last year, we were approached by several small businesses expressing concerns over the process surrounding the Request for Proposals (RFP) for new concessions at Norman Y. Mineta San José International Airport. They worried that the “master concession” arrangement would make it impossible for them to have a shot at vying for truly “local” flavor when the airport opens its new and refurbished terminals over the next two years. The Chamber also believed that a good local business presence at the airport would go a long way toward helping brand our city with an identity all its own.

With nearly a thousand interested local suitors and only about 40 slots available for all restaurant and retail concessions, we knew it would be a challenge. We worked with the airport to organize meetings in an effort to educate local businesses on how to maneuver through the city's RFP process and provide a venue in which to ask questions and voice their concerns with decision makers.

I must say that although airport staff and several city council members assured me that their intention was to see a healthy local business participation in airport concessions, I originally had my doubts that the end result would actually produce very many opportunities.

The Chamber realized that the city and the airport would need to strike a balance between local flavor and the standards that airport travelers come to expect wherever they go. We also felt it vital to San Jose and Silicon Valley that this balance include signature venues that visitors would not be able to experience at any other airport.

For example, you know you've arrived in Austin because of the barbeque. You know you've landed in Boston because of the clam chowder. You know you've touched down in Nashville when you hear country music. Yet, when you land in San Jose right now, you could be just about anywhere because there isn't really anything unique that stands out that says you're in Silicon Valley. I'm pleased to say this is all about to change.

Because we reached out and stayed intimately involved with local businesses and worked with the airport throughout the process, a promising mix of local, regional, national and international concessions has been proposed and is scheduled for city council consideration on June 3. The most encouraging part of the recommended mix is it includes local restaurants and shops that will announce to travelers stepping off their planes that they are in San José.

Earlier concerns that the Chamber and the business community may have had with regard to the RFP process have been replaced with renewed excitement and confidence. I believe the Silicon Valley community will be as pleased as I am when they visit the new airport and find local products, local foods and familiar faces. The final list still is subject to some minor adjustments to ensure the right mix that's good for both passengers and businesses, but here's a sample of what the line-up now includes:

C J Olsen Cherries, a Santa Clara Valley company since 1899; Hicklebee's Children's Books, a Willow Glen company for 30 years; Schurra's Fine Confections, a San Jose tradition since 1912; Paolo's, serving Mediterranean fare since 1958; Le Boulanger, baked goods since 1981; Britannia Arms, San Jose's British pub and sports bar; San Jose Rocks, a hamburger bar and museum celebrating Bay Area rock-n-roll legends; Gordon Biersch, a San Jose brewery since 1988; Chiaramonte's Deli, San Jose's oldest Italian deli since 1915; Discover San Jose, an eclectic blend of memorabilia from local museums; Mojo Burger, known in San Jose for using natural products; Sonoma Chicken Coop, affordable gourmet fast food; Willow Street Pizza, a local restaurant since 1991; and The Sharks Cage restaurant and bar, dedicated to our hometown NHL team.

This is a great success, a huge step in recognizing the local character that San Jose has to offer when visitors come to our great city. By providing a “taste” of Silicon Valley flavor, we will be enticing them to stay a while--eat in our restaurants, visit our museums, experience our nightlife, relax in our hotels and head home with plans to return.

The airport and city policy makers are to be commended for creating a win-win for everyone--pride for those of us who live here and unique experiences for those just passing through.

Now I'm really looking forward to the opening of the new airport!