"Taking a gamble at Sky Harbor's Terminal 4"

Sunday, March 13, 2005

Taking a gamble at airport 
By Yvette Armendariz
The Arizona Republic


By this summer, Art Othon will open a smaller version of his family's El
Bravo restaurant in Terminal 4. 

He wasn't looking at airport retail to grow his 25-year-old Mexican food
business at first. He had tried an airport concession stand before. The
lease was expensive and operating hours are longer. Plus after Sept. 11,
2001, he couldn't imagine dealing with security issues - background checks
and fingerprinting employees - on top of trying to run a business.

But he acted on a call about HMSHost seeking to partner with some minority-
and women-owned businesses as they added restaurants in Terminal 4. 

"There must have been 300 people (seeking a shot). There was Burger King,
McDonald's, Wendy's and Chili's. I thought, 'Man, I don't have a chance,' "
Othon said. 

He decided to try it. In some ways, pride was on the line. If he could win
the contract, thousands would potentially try his family's food every day. 

If passengers liked the food, it would be instant advertising for his north
Phoenix restaurant. And just maybe that would lead to other locations around
the Valley.

He landed a 30-minute interview with the business developers at his
restaurant. He would prepare a spread with samples of potential menu items.
His pitch time had stretched to two hours, and he soon after won a two-year
contract.

Unlike getting a contract directly from the airport, Othon wouldn't have to
plunk down a hefty deposit. But he is making a six-figure investment to
build out the restaurant. 

"Hopefully that's renewed . . . and hopefully we are able to recoup those
costs," he said. "It's a risk you take."

A huge bonus is the restaurant is located past security, the more lucrative
area for businesses. There, passengers are captive. Grabbing a bite or a
book becomes a way to pass time.


 Do you have an opinion about this story?
Share it with other readers in our CAA Discussion Forums

http://www.californiaaviation.org/dcfp/dcboard.php


*****************************************