SFO Principles of REACH - Airport PDF

SA N F RA NCISCO INTERNATIONAL AIRP ORT
The Principles of
R.E. A.C.H.
REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY
The Principles of R.E.A.C.H.
S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT 2013

INTRODUCTION
The Principles of R.E.A.C.H. is an aspirational document for architects, designers,

tenants and SFO employees who work in and with the San Francisco International Airport
(SFO). This document has been created in an effort to enhance the customer experience,
drive revenue generation and bring a cohesive character to the entire airport campus.
The document is designed to provide an overview of SFO and how the terminals work
and function as a whole. In addition, the document explores the different typologies of
passengers who frequent the airport in order to better understand their needs.
A majority of the document is devoted to recognizing and highlighting the values which
are important to the airport. It applies these values and lessons about different types of
customers to areas found in every terminal which are referred to as ‘journey moments.’ At
each journey moment, current and future trends are addressed with the goal of ensuring
that designers are thinking about the evolution of airport design and customer experience.
This document is meant to orient the reader to the goals and aspirations of SFO. It is not
a rigid set of guidelines nor a prescriptive design direction but rather, an informational
and inspirational perspective that seeks to inform designers and consultants about SFO’s
unique point of view, existing conditions, and dynamic passenger demographics.
TABLE OF CONTENTS
04 Introduction 142 Journey Moments

04 Executive Summary 144 Approach
10 SFO Vision 150 Ticketing
14 What is REACH? 156 Checkpoint
16 SFO in Numbers 162 Recompose
168 Plazas
24 The Passenger Experience 174
180
Concourse
Concessions
26 Stages of the Passenger Journey 186 Waiting & Lounge
28 Passenger Typologies 192 Play Areas
30 Leisure Passengers 198 Restrooms
32 Business Passengers 204 Passenger Amenities
34 Family Passengers 210 Arts & Exhibits
36 Assisted Passengers 216 Meet & Greet
38 Unique Passengers 222 Baggage Claim
228 Arrivals Curbside
40 Values 234 Connectors & Tunnels
42
52
Locality & Sense of Place
Revenue Generation
240 Bibliography
62 Convenience & Hospitality 242 Footnotes
72 Wayfinding 243 Glossary
82 Time & Efficiency 244 Photo Credits
92 Arts & Culture
102 Health & Wellbeing
112 Sustainability
122 Look & Feel
132 Technology
S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT T H E PR I NCI PL E S OF R .E . A .C .H.

Executive
Summary
Key goals for REACH:
1. Achieve the highest customer satisfaction ratings
2. Create socially and ecologically sustainable business
models
3. Become a top generator nationally
Following the success of recent airport projects such as the Terminal

2 renovation in 2011, the San Francisco International Airport (SFO)
wanted to document design qualities which have enhanced the
passenger experience. This has been developed into a program called
R.E.A.C.H. which stands for Revenue Enhancement And Customer
Hospitality.
The Principles of R.E.A.C.H. 2013 is designed to serve as an aspirational

guide for SFO’s longterm passenger experience levels facilitating
growth, improvement strategies, operational innovations and efficiency.
This document is organized into four major parts: background on the
airport, defining passenger typologies, understanding key SFO values
and defining general journey moments in an airport terminal.
The Principles of R.E.A.C.H. 2013 is a roadmap for focusing SFO staff,

airline staff, tenants and design consultants and is focused on the goals
listed above. It allows SFO to articulate their unique point of view to
passengers and employees while attracting businesses that enrich the
local flavor of the Bay Area and increase social and sustainable practices.
4 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 5

SFO Statistics
TERMINAL 1 TERMINAL 2 TERMINAL 3 INTERNATIONAL TERMINAL
ALSO KNOWN AS T1, includes Boarding Area B (B/A B) and T2, also known as Boarding Area D (B/A D). T3, includes Boarding Area E (B/A E) and ITB, includes Boarding Area A (B/A A) and
Boarding Area C (B/A C) Originally known as the “Central Terminal,” Boarding Area F (B/A F). Also known as the Boarding Area G (B/A G). The BART stop is
it used to be SFO’s main airport terminal. United Airlines hub. located adjacent to Boarding Area G.
DATE OPENED 1963 1954 1979 2000
TOTAL NUMBER 32 (23 gates in B/A B, 9 gates in B/A C) 14 36 (9 gates in B/A E, 25 gates in B/A F) 28 (13 gates in B/A A, 15 gates in B/A G)
OF GATES
TOTAL PASSENGERS 5.4 million passengers 3.5 million passengers 7.7 million passengers 5.5 million passengers
IN 2012
TOTAL REVENUE $53 million $49 million $98 million $165 million
GENERATED IN 2012
TOTAL AREA 27,258 sq ft 29,286 sq ft 54,596 sq ft 87,775 sq ft

FOR CONCESSIONS

Document Brief
1 BACKGROUND
INFORMATION 2 THE PASSENGER
EXPERIENCE 3 SFO
VALUES 4 JOURNEY
MOMENTS
Stages of the
1 2 3
SFO VISION LOCALITY &
A narrative which explains SFO’s vision, focusing in Passenger Journey SENSE OF PLACE
particular on SFO’s aspiration to become the top airport APPROACH TICKETING CHECKPOINT
in customer satisfaction and provide passengers with the
REVENUE
best possible airport experience. DEPARTING
PASSENGERS
ARRIVING
PASSENGERS
GENERATION
4 5 6
FIVE YEAR STRATEGY RECOMPOSE PLAZAS CONCOURSE
CONVENIENCE &
In 2011 SFO developed a 5-year strategy and this is the
HOSPITALITY
summary of that strategy. CONNECTING
PASSENGERS 7 8 9
WAYFINDING CONCESSIONS WAITING PLAY AREAS
WHAT IS R.E.A.C.H.?
& LOUNGE
A breakdown of The Principles of R.E.A.C.H
Passenger Typologies
10 11 12
TIME &
SFO IN NUMBERS EFFICIENCY
To gain a better understanding of SFO, this is a RESTROOMS PASSENGER ARTS & EXHIBITS
compilation of data about the various terminals, from LEISURE ASSISTED AMENITIES
ARTS &
total area to amount of revenue generated. PASSENGERS PASSENGERS CULTURE
13 14 15
HEALTH & MEET & GREET BAGGAGE CLAIM ARRIVALS
WELLBEING CURBSIDE
BUSINESS UNIQUE
PASSENGERS PASSENGERS
SUSTAINABILITY
16
CONNECTORS &
LOOK TUNNELS
FAMILY
& FEEL
PASSENGERS
TECHNOLOGY

SFO Vision
As a world-class airport, San Francisco International
Airport (SFO) serves millions of passengers annually
and needs to appeal to a diverse variety of visitors and
employees. In the past, travel was considered an exciting
mini-adventure, but today with budget constraints and
cutbacks, that essence is often lost. At SFO there is a unique
opportunity to increase function and ease as well as redefine
and refresh the excitement around travel.
SFO is committed to becoming the top airport in customer satisfaction and

providing passengers with a better quality of time spent in the airport. Wait time
can be frustrating, but SFO aims to make it more productive and enjoyable by
providing different types of spaces to satisfy passengers of all types.
SFO has the opportunity to connect passengers with the culturally rich aspects of
San Francisco. While the city has well-established landmarks, it is also important
to look at what makes San Francisco truly unique: the technology, the cuisine, the
appreciation of the outdoors and the neighborhoods. SFO strives to integrate a
local sense of place and reflect a truly authentic experience of the Bay Area.
SFO truly cares about the customer experience and is committed to delivering a
unique experience for every passenger.
10 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT 11

Five-year In 2011, SFO underwent a planning process that identified
eight strategic goals, with outlined objectives for each goal.
These goals and objectives formed the five year strategic plan
Strategy
for the airport. As a result, the airport assembled task forces
to help achieve the goals and SFO’s overall future aspiration,
“Reaching for #1.”
1 Customer/
Passenger 2 Airlines/
Aircraft/
Routes 3 Non-Airline
Revenue 4 Employees &
Organization 5 Environmental
Sustainability 6 Safety/
Security 7 Infrastructure 8 External
Relations
Be ranked #1 by passengers in Ensure SFO can meet passenger As part of maintaining average Be ranked one of the Bay Area’s Be one of the first airports to To be an airport innovative As part of maintaining average Support awareness among
customer satisfaction as a U.S. traffic growth in the next five years cost per enplaned passenger below best employers in San Francisco mitigate its carbon footprint and leader in safety and security cost per enplaned passenger below government entities of SFO as
international gateway airport by and improve airlines’ on time $18.90, increase non-airline Business Times’ annual list. maintain it thereafter. and implement at least two $18.90, strategically invest in a successful enterprise that is
two industry specific surveys. arrival performance. revenues & per passenger spending. new industry leading security capital projects. well managed and a valuable
Be known for innovation, Continue to reduce baseline programs in the next five years. asset to San Francisco and the
Be considered a world-class airport Ensure competitive air service. expertise, and management Greenhouse Gas emissions from Minimize overall life cycle Bay Area communities.
by customers. excellence in the aviation industry. SFO–controlled operations. Maintain SFO’s airfield in costs of facilities.
Increase current international as safe as possible condition Develop and maintain productive
Be nimble about meeting passenger traffic. Increase solid waste recycling rate. through the use of technology, Maintain the airport’s relationships with government
passenger demands and needs for procedures, inspection and infrastructure in agencies and local cities & counties.
services. continual evaluation of airfield optimal condition.
Maintain average cost per Achieve LEED Gold certification in
best practices. Increase local business
enplaned passenger below $18.90 all new buildings.
Be the airport of choice for in constant fiscal year 07-08 Continue to invest in capital participation with SFO.
premium passengers. dollars in order to maintain and Be the least vulnerable US projects that make the airport
attract airline service. airport to terrorist activity environmentally sustainable. Develop and maintain a model
and possess the best integrated employment development program
Have the most efficient airport
response capability. for the benefit of the communities
ground transportation system in Implement projects that will
the country. generate net revenue to the extent that SFO serves.
Coordinate the sharing of possible, while meeting the
information and planning airport’s mission.
among all federal and local
law enforcement agencies
to ensure all the dots are
continually connected.

What is
REACH?
R.E.A.C.H. stands for: San Francisco International long term passenger
Airport (SFO) sits just south experience levels. This in
REVENUE of downtown San Francisco turn is designed to facilitate
and as an international airport, growth and improvement
ENHANCEMENT it is an important hub for strategies, operational
both international and innovations and efficiency.
AND domestic communities.
This document is designed to
CUSTOMER The R.E.A.C.H. Program is an articulate SFO’s unique point
effort to upgrade all facilities to of view, provide guidance for
HOSPITALITY support the efforts of “Reaching designing a premium passenger
for #1” and make SFO a world- experience and encourage
renowned facility and premium interaction with businesses
gateway to the Pacific. Overall that enrich the local flavor of
goals include: achieving the SFO and increase social and
highest customer satisfaction sustainable practices.
ratings, creating socially and
It is our hope that this will lead to
ecologically sustainable business
future innovation in the passenger
models and becoming a top
experience while elevating SFO
revenue generator nationally.
in domestic and international
The R.E.A.C.H. program is a appeal for both originating and
road map for focusing SFO’s transferring passengers.
staff, airline staff, tenants and
design consultants on providing
aspiration and guidance to SFO’s

TERMINAL 2
SFO in
TERMINAL 3 TERMINAL 1
Numbers
The San Francisco International Airport
is made up of four terminals, each with its
INTERNATIONAL own distinct personality. Terminals 1,2,
and 3 service domestic passengers while the
TERMINAL International Terminal services primarily
International passengers. All terminals are
connected by walkways and AirTrain. Bay Area
Rapid Transit (BART) sits adjacent to the the
International Terminal.
All terminals serve significant functions

for the airport and each one contributes
to the overall revenue generation at the
airport. This section provide an overview
to the terminal and the revenues generated.
16 R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 17

Terminal 1 Terminal 2
Terminal 2 was first constructed in 1954, when it was
Terminal 1 first opened in 1963 and includes B/A B and
called Central Terminal. Since it’s initial opening, it has
B/A C. It services domestic airlines which include: Air
undergone two renovations, the most recent in 2011.
Tran Airways, Alaska Air, Southwest, US Airways, Delta
Terminal 2 is home to both American Airlines and Virgin America Airlines.
and Frontier. It has 32 gates total and services the second
The space focuses on traveler convenience, comfort and sustainability. A
highest number of domestic passengers. It is slated for a reinvisioned concessions program rendered with a market like atmosphere
major renovation beginning in 2015. and strategically located within gazing distance of most gates affords
passengers an enjoyable airport experience. Terminal 2 was the first US
airport terminal to achieve LEED Gold certification. Since its opening
in 2011, T2 has continued to receive praise from the aviation industry,
architectural and design critics, and travelers.
ALSO KNOWN AS 2012 TOTAL PASSENGERS YELP RATING ALSO KNOWN AS 2012 TOTAL PASSENGERS YELP RATING
T1 Boarding Area B (B/A B)

Boarding Area C (B/A C) 5.4 million T2 Boarding Area D (B/A D) 3.5 million
TERMINAL PROFILE Originally known as the “Central TERMINAL PROFILE
DATE OPENED 2012 REVENUE GENERATED 2012 REVENUE GENERATED
A Mixed Bag
Terminal,” it used to function as
1963 $53 million

SFO’s main airport terminal.
$49 million Hip & New
Terminal 1 is used by family and business DATE OPENED A clean, modern design paired with
travelers alike. It has good access to
1954
TOTAL NUMBER OF GATES TOTAL CONCESSIONS AREA TOTAL CONCESSIONS AREA innovative approaches to passenger
natural light and its granite columns amenities makes T2 a favorite
32 23 gates in B/A B
9 gates in B/A C 27,258 ft 2 give the terminal a more classic feel.
It serves more passengers per square 29,286 ft2 place to fly to and and from. From
interactive children’s play areas
foot than any other terminal. The TOTAL NUMBER OF GATES designed with local artists to excellent
terminal feels ready for an update.
14
concessions and expanded, high end
restroom facilities, T2 has had a real
impact on setting the standard for
premium passenger experience.

Terminal 3 International Terminal
Terminal 3 is commonly known as the United Airlines SFO’s International Terminal opened in December
hub, and has the highest number of passengers compared 2000. International flights coming in and out of San
to the other terminals. It also generates the greatest Francisco are primarily serviced through this terminal.
revenue, exceeded only by the International Terminal and It yields the highest number of passengers, and generates the highest
the car rental facility. It includes Boarding Area E and F, revenue of all the terminals, due to Duty Free services. The International
Terminal includes Boarding Area A (B/A A) and Boarding Area G (B/A G)
and is comprised of 36 gates. The BART station, adjacent to the International Terminal also connects
the airport with the city of San Francisco.
ALSO KNOWN AS 2012 TOTAL PASSENGERS YELP RATING ALSO KNOWN AS 2012 TOTAL PASSENGERS YELP RATING
T3 Boarding Area E (B/A E)

Boarding Area F (B/A F) 7.7 million ITB Boarding Area A (B/A A)
Boarding Area G (B/A G) 5.5 million
“The United Airlines hub” TERMINAL PROFILE The BART stop is located TERMINAL PROFILE
2012 REVENUE GENERATED 2012 REVENUE GENERATED
Active &
adjacent to Boarding Area G.
DATE OPENED
$93 million $165 million Iconic &
Businesslike
DATE OPENED
1979 TOTAL CONCESSIONS AREA 2000 TOTAL CONCESSIONS AREA
Dramatic
One of the busiest terminals, it’s
87,775 ft
The International Terminal in the
TOTAL NUMBER OF GATES
54,596 ft 2 not surprising that this terminal is
TOTAL NUMBER OF GATES
2 Main Hall has the greatest volume of all
36
often crowded. Dressed in blues and terminals, with very tall ceilings. Most
9 gates in B/A E
28
grays, it has a more traditional feel of the space is compartmentalized as the
18 gates in B/A F 13 gates in A
than the rest of the terminals. 15 gates in G hold rooms are on the Arrivals level and
9 Frontal Gates
the concessions are on the Departure level.

Revenue at SFO
$165M 87K
44M
DOMESTIC 7.7M
PASSENGERS T3
$14 22
$98M 54K $12 60 T2
T3
$53M
$50M 29K
27K
3.5M
T2
4.6M $9 86
INTERNATIONAL 5.4M
PASSENGERS T1 T1
ITB T1 T2 T3 ITB T1 T2 T3
REVENUE GENERATED IN FT DEVOTED TO CONCESSIONS
2
TOTAL PASSENGERS IN 2012 PASSENGERS PER DOLLARS SPENT
EACH TERMINAL IN 2012 IN EACH TERMINAL TERMINAL IN 2012 PER EMPLANED PASSENGER
In 2012, the International Terminal ...and has the greatest area dedicated However, SFO primarily ...and of its domestic ...but Terminal 2
generated the most revenue... to concessions. services domestic terminals, Terminal 3 generates the greatest
passengers... had the highest number spend per domestic
of passengers... passenger.

The
Passenger
Experience
In order to create the best passenger experience possible, it is essential to
understand what is important to different types of passengers as they travel
through the airport. This section gives an overview of what these different
types of passengers might need at various stages in their journey. Getting
the fundamentals right is the first step in creating and designing a positive
experience at SFO.
In thinking about the passenger journey, it is important to consider that

there are three main types of airport experiences: Departing, Connecting
and Arriving. Depending on a passengers stage in their journey, they may
experience SFO in any one, or all three of these stages.
There are many different types of passengers that travel through the
airport. In light of this, interviews were conducted at SFO regarding the
passenger experience. Using this data, five major passenger typologies
were identified as follows: Leisure, Business, Family, Assisted and Unique
Passengers. Their fictional journeys are described in the following pages in
order to help identify areas of opportunity for SFO.
24 T H E PR I NCI PL E S OF R .E . A .C .H. 25
Different Types
of Travel
The passenger journey is comprised of
three major kinds of airport experiences:
departing, connecting and arriving. While
all passengers will depart and arrive, not all
will connect. Additionally some passengers
might experience SFO from only one of the
vantage points.
Departing and Connecting Passengers
typically spend the longest time at the
airport and will have greater and more DEPARTING PASSENGER CONNECTING PASSENGER ARRIVING PASSENGER
This is the first sequence of a passenger The shortest of all sequences, the arriving
varied needs than the Arriving Passenger. The main concern for the connecting passenger
experience and likely the one where the is navigation through the airport, particularly passenger usually zips through the airport to
Differences in each of these stages are passenger has the most concerns. The departing if it’s a new location and time is of the essence. the exit as quickly as possible, particularly if
passenger is typically at the airport 1-2 hours in Connecting times can vary as little as a few loved ones are meeting or picking them up.
important to understand as they impact the advance of their boarding time. minutes to several hour. Amenities on the arrivals level should be seen as
overall passenger experience. Anxiety about baggage handling, security, Making wayfinding clear and easy is extremely
an underutilized opportunity. Also consider the
importance of the meet and greet areas for these
delays, and lengthy queues are typically high on important for the connecting passenger who passengers. Basic necessities such as restrooms
the worry list during the departure sequence. is trying to board their next flight quickly. For should not be ignored.
international passengers who may experience
longer layovers due to time zone differences,
having a wide variety of amenities and activities
is important.
26 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT T H E PR I NCI PL E S OF R .E . A .C .H. 27

Passenger
Typologies 3 FAMILY
PASSENGERS
Family passengers travel in groups, often with young TYPICAL NEEDS:
1
children and sometimes with grandparents. The type of Keeping track of all members of the group and
LEISURE travel that family passengers do is usually leisure travel,

the majority of which revolves around the school year, with
making sure nothing and no one is forgotten.
PASSENGERS higher frequency during winter and summer breaks. COMMON FRUSTRATIONS:
Dealing with many things at once. Having to juggle
Family passengers responsible for the group are typically
family members and baggage with security and other
more tense than the average leisure traveler as they have to
needs, like bathroom breaks.
Leisure passengers travel for pleasure, which can range TYPICAL NEEDS: corral family members. make sure everything is in order,
from adventure to relaxation. Some people like to travel in Having an enjoyable time and not missing that and see that they all get where they need to be on time.
groups, while others may enjoy more independent travel. flight to somewhere special!
4
Leisure passengers can include retirees, luxury seekers,
ASSISTED
budget travelers, and honeymooners. They can be found in all COMMON FRUSTRATIONS:
terminals and while most begin their journey at SFO, many are Lines are a waste of time. The security line in
PASSENGERS
connecting passengers. According to a survey conducted in particular is a big downer and a source of anxiety
2012, over 40% of passengers flying through SFO are traveling but beyond that, leisure passengers are ready to
for pleasure. have a good time. International travelers may be
frustrated with navigation through an airport
Many leisure passengers are excited to be traveling, but are Passengers with special needs can include customers with TYPICAL NEEDS:
trying to make connecting flights. Another
frequently less experienced fliers and may have even higher physical, hearing, visual or cognitive disabilities, and Getting to and from the boarding area. Orienting to
frustration can be the lack of amenities that
levels of anxiety than other passengers. While this group they often require assistance while traveling. Assisted new areas and locating accessible amenities.
appeal to their interests.
may be more relaxed once past security, their inexperience passengers may be in a wheelchair or have impaired vision
can cause anxiety, especially when navigating the front-end and/or hearing. COMMON FRUSTRATIONS:
experience of arrivals, ticketing and checkpoint. Being singled out due to their disability
There are also passengers with developmental disabilities,
or being unable to navigate independently because
such as autism spectrum disorder. These passengers face
of a lack of ADA facilities can cause frustration
challenges in the entire journey and may have difficulty with
and embarrassment. Assisted passengers may also
2
the screening process.
experience frustration with the extra waiting that
BUSINESS occurs as a result of needing assistance (e.g. waiting
for wheelchair assistance at the gate,
PASSENGERS difficulties getting equipment

through security.)
5 UNIQUE
Business passengers account for 33% of the total number of TYPICAL NEEDS:
passengers flying through SFO—a number that has steadily Getting to their destination on time and being able
PASSENGERS
increased over the past three years. to work while traveling.
As technology has become ubiquitous in everyday life, today’s
COMMON FRUSTRATIONS:
business passenger is likely to be connected via varying forms
Not enough outlets available to recharge mobile
of technology while traveling. As a result, airports need to be Unique passengers are those who don’t necessarily fit into TYPICAL NEEDS:
devices. Cramped, noisy seating areas. Business
more connected both in software (e.g. available Wi-Fi, social the other categories. They may require special assistance, Getting to the boarding area without creating
passengers have little patience with anyone or
media, apps and websites) as well as hardware applications not due to any disability, but because of their status a disturbance or too much attention.
anything that impedes the process of getting to
(e.g. adequate power outlets available for passengers). (celebrities or high profile politicians) or because they
their ultimate destination, most of all flight delays. COMMON FRUSTRATIONS:
are traveling with animals. This group can also include
passengers who have phobias of flying, or speak very little Disorientation in a new place, anxiety at not
English, all of which may also require assistance. knowing where to go.

PASSENGER TYPOLOGIES LEISURE PASSENGER EVERYTHING LOOKS
2
THE SAME! HOW DO
WE FIND JANE?
I CAN’T BELIEVE
WE’RE FINALLY OFF! I WONDER IF
APPROACH
1
THERE ARE GOING
TO BE LONG LINES.
Don & Carol take the
airport shuttle to
PLANNING SFO and are dropped WHAT’S THE
Jane drives to SFO from

off at curbside.
3 ADDRESS OF
THE HOTEL?
Stockton and parks in WORRIED THANK YOU ONCE
long-term parking. AGAIN, CELL PHONE.
WE GOT JANE. TICKETING
EXICTED
Check-in group baggage
at Ticketing.
FLUSTERED
4
Don, Jane
GOSH, I BROUGHT
5
TOO MUCH SHAMPOO.
WHERE DO WE GO
AFTER THIS?
CHECKPOINT
& Carol
Get in line at the security
RECOMPOSE checkpoint. Take out liquids
Sit down and put shoes to go through x-ray.
back and stuff everything
back into carry-on bags. UNCOMFORTABLE
GLAD TO HAVE A PLACE
AT THE AIRPORT WHERE
RELIEVED
LEISURE PASSENGERS
YOU CAN MEET
THESE PEOPLE DIFFERENT PEOPLE.
ARE REALLY
Don, Jane, and Carol are all in their early 40’s and traveling FRIENDLY.
to Los Cabos for a two week vacation. As leisure passengers,
they’ve waited all year for this vacation and the party starts
PLAZAS &
the minute they’ve left their homes.
6 CONCOURSE
Arrived early enough to
WAITING/
7
have some time to relax.
What They Want Opportunities for SFO GOOD!
LOUNGE HAPPY I JUST WISH
POSITIVE VARIETY Just checking in to THERE WAS SOME
INTERACTION
People make the place and
Consider having a variety
of services and concessions that
make sure we have
the right gate.
OUTDOOR SPACE.
8
having helpful, friendly can appeal to different types of
people around makes all travelers.
NEUTRAL
CONCESSIONS
the difference! Take a look at the different
ENTERTAINMENT
TECHNOLOGY
Add wait time technologies 9 concessions. Go to Cat Cora
for some appetizers and
Being on leisure travel at security checkpoints. look for a fun place to have
a drink.
means they have time and
a desire to be entertained. COMMUNITY SPACE 10 WAITING/ FINALLY!
Events, shows and art are Consider having more social

LOUNGE HAPPY
good distractions from Head over to the hold
waiting
spaces versus quiet spaces when BOARD & room to board plane.
planning seating areas to appeal
to a wider variety of passengers.
TAKEOFF RELIEVED
EXCITED
PASSENGER TYPOLOGIES BUSINESS PASSENGER
THANK GOODNESS
I REMEMBERED TO
2 REALLY GLAD MY
CHECK-IN!
1
COMPANY IS PAYING
IT’S NICE TO APPROACH FOR CLEAR.
KNOW MY CAR
WILL BE HERE
WHEN I GET HOME
Takes a shuttle from
long term parking
3
PLANNING
COMFORTABLE CHECKPOINT
Checks in to flight and
downloads mobile boarding Gets through quickly
pass 24 hours prior. thanks to CLEAR.
ANXIOUS PLEASED
DID I GET
EVERYTHING?
WALLET, WATCH,
PHONE, CHECK 4
Mark WHERE AND WHEN

DO I BOARD?
RECOMPOSE
Puts shoes back on,
gather laptop and bag.
RUSHED
BUSINESS PASSENGER 5 DAMMIT, WHY CAN’T

I GET WI-FI? THANK
PLAZAS 7
Mark is in his early 30’s and works in advertising. He’s GOODNESS I BROUGHT
MY JETPACK.
traveling to Seattle for business and flies there every couple
Checks cell phone for flight
of months. As a frequent flier, he’s got his airport routine UGH, ANOTHER
information. Looks for gate FLIGHT DELAY.
down pat so the only thing that can produce delays in his information displays. CONCESSIONS
journey is the weather.
CONCERNED 6 Buy coffee and look for
CONCOURSE a place to plug in and
What Mark Wants Opportunities for SFO Finds out flight has been
check emails.
delayed for another two hours. ANNOYED

THE WHOLE PACKAGE SPEED
Calls client to inform them.
A generation ago, the Consider different ways
decision about which airline of expediting the Business ANNOYED
to fly was based primarily Passenger’s journey through
on the airline itself. Today, the airport.
Mark considers the entire
airport experience, leading ALWAYS WORKING
him to choose an airline Consider different needs of
based on the terminal, the
miles, the credit card, etc.
the Business Passenger such
as network connectivity, power 10
THERE’S AN
ADVANTAGE TO FLYING
8 GET READY
outlets, and different types of SO FREQUENTLY.
TO GO.
CONNECTIVITY furniture for work in the various
BOARD & RESTROOM
Having wireless access
and being able to plug in
areas of the airport.
TAKEOFF WAITING/
9 Hear the pre-boarding
notice and head to the
is extremely important. AWARENESS restroom before boarding.
Staying connected helps Inform Business travellers
RELAXED LOUNGE
about unique business Upgraded to priority CALM
him keep up with work even
amenities SFO provides. seating because of his
through flight delays.
frequent flyer status.
RELAXED
32 33
PASSENGER TYPOLOGIES FAMILY PASSENGER 2
WHERE IS
EVERYONE’S CONCOURSE I DON’T KNOW
HOW SINGLE
3
PASSPORT?
Walk down to PARENTS DO THIS...
1
WHAT ARE WE Customs & Border
GOING TO DO FOR
Protection before we
THE NEXT FIVE
HOURS? head to our BAGGAGE
WAITING/ connecting flight CLAIM
LOUNGE IMPATIENT Juggling the two kids
Just arrived from with luggage. Luckily
Vietnam. Have a few there are two of us!
hours before we board our ARE THEY GOING FRUSTRATED
flight to New York. TO MAKE ME THROW
LESS BURDENED
AWAY THE KIDS’
SNACKS? 5
CONNECTORS +
4
Kevin
TUNNELS
I WISH THERE WAS Get kids through the
MORE ROOM. I’M
WORRIED WE ARE
security checkpoint. RESTROOMS
Trying to quiet down the
GOING TO LOSE Need to change
baby who started screaming.
SOMETHING. the baby.
6
IMPATIENT
FAMILY PASSENGER PLEASED
SO HAPPY
Kevin is in his late 40’s and is traveling with his wife and two
kids (one age 4 and the other a newborn) to Vietnam to visit
CHECKPOINT THIS IS
FOR THESE
NURSERIES!
Sit down and put shoes SUCH A
8
family for two weeks. As a family passenger, there is more WHERE’S CIRCUS!
back on kids and self. GATE 45?
stress involved with traveling because there are multiple Stand by luggage while
travelers and everyone has different needs. wife nurses baby in the
mother’s nursery.
7 RESTROOMS
What Kevin Wants Opportunities for SFO PLAZAS &
The kids need to use
CONCERNED
CONCOURSE the restroom again.
KID-FRIENDLY FAMILY NEEDS
Make a beeline for the gate
Just being able to sit still Consider various sizes and OVERWHELMED
to set everything down.
is a treat so having space needs of families when planning
for a group of four to rest out queuing and waiting spaces, WE’RE SO CLOSE
and collect themselves is e.g. stroller sizes, entertainment
important. Also, child- for kids.
friendly areas are a welcome
LOVE THIS. BALANCING THESE
addition that provide TECHNOLOGY CARROT STICKS ON
10
WISH THERE
peace of mind in a busy WERE MORE! MY KNEE IS A LITTLE
Consider integration of DAUNTING
environment, especiallly
technology to enrich the
when there are activities THIS WASN’T THE
9
passenger experience for
to keep the kids distracted
kids and adults. BOARD & 12
DRINK I WAS
THINKING OF.
PLAY AREA WAITING/
during long waits.
TAKEOFF 11 Take the kids to the
play spot so they can
LOUNGE
Find seating for 4,
SECURED BELONGINGS Walk back to hold burn off some energy. get out the snacks,
Not only does Kevin have
to coordinate people, but
room and gather CONCESSIONS sit down and the kids
family. Board first. STOKED
Take Tommy for a walk to start squirming.
also belongings. Keeping
an eye on the bags and READY TO TAKE ON pass the time. Buy juice at FRUSTRATED
making sure everyone has it
THE NEXT PHASE a juice counter.
OF THE JOURNEY
together after security and GLAD THEY HAVE
A KID FRIENDLY
before boarding becomes a HEALTHY OPTIONS
TABLE WOULD
more difficult task. BE NICE!
34 35
PASSENGER TYPOLOGIES UNIQUE PASSENGER I’M FINALLY
VISITING MY I WONDER IF I HAVE 2
1
GRAND DAUGHTER! TO CHECK IN WITH
THE AIRLINE FOR MY
ASSISTANCE?. APPROACH I HOPE THE
3
Take the AirTrain from ASSISTANT IS
Bart to Terminal 1 FRIENDLY TODAY.
PLANNING Ticketing counters
Read through the DOT
New Horizons document. ANXIOUS TICKETING
Call to pre-arrange Check-in baggage at
wheelchair service to the Ticketing. Waits for
aircraft. Get dropped off wheelchair & assistant
at BART in Walnut Creek. to arrive.
NERVOUS
ANXIOUS
I’M GLAD I HAVE
SOME EXTRA HELP
4
GETTING THROUGH
SECURITY.
Roberta EVERYONE IS
RUSHING! 5
CHECKPOINT
Goes to the front of the
line at secuirty. Passes
through with no delay.
RELIEVED
ASSISTED PASSENGER RECOMPOSE
Needs assistance to collect
Roberta is an energetic 67 year-old but needs wheelchair I REALLY
her carry-on bags and find
assistance when walking long distances. Today she is flying her gate.
APPRECIATE HOW
6
ROOMY THESE
to visit her granddaughter in Florida for one week. Though RESTROOMS ARE.
the trip has been planned for several months, being uncertain FLUSTERED
who will assist her at the airport makes Roberta nervous.
I WISH THERE WERE EASY
RESTROOMS FOOD OPTIONS I COULD
What Roberta Wants Opportunities for SFO Arrive with plenty of time
TAKE ON THE FLIGHT.
to use the restrooms

THOUGHTFUL WHEELCHAIR NEEDS before boarding.
ATTENTION Plan out the journey for
PLAZA &
7
Roberta is accompanied by passengers in the wheelchair NEUTRAL
airport personel while in the and look for areas to make CONCOURSE
terminal. Her experience improvement. (e.g. storage OH GOOD! A TRAVEL
is easily affected by her of wheelchairs, separate line MAGAZINE ABOUT Prefers to buy food for the
SOME GREAT BEACHES flight, but does not see easy
interactions with those through Checkpoint, etc.) IN FLORIDA! grab & go food options.
who are assisting her. It is
8
NOW I CAN GET
important that all services TECHNOLOGY EXCITED ABOUT ANNOYED
and spaces are accessible. Consider integrating
private booths with voice
10 GOING TO FLORIDA!
BEING COMFORTABLE over IP or Skype-like video

CONCESSIONS
AND INFORMED communications for passengers BOARD & Would like to buy a magazine AIRPLANE FOOD
WAITING/
TAKEOFF
9 for the plane so the assistant DOES NOT AGREE
Roberta can feel vulnerable with hearing disabilities
when in the hands of to communicate with sign LOUNGE takes her to a newstand. WITH ME.
another. She has come to language to either an airline EXCITED Wheeled to the PLEASED
greatly appreciate when or airport representative. boarding area with
she is kept informed of plenty of time to spare.
any changes or obstacles RELIEVED
by someone who is calm,
friendly and informed.
36 37
PASSENGER TYPOLOGIES ASSISTED PASSENGER
READY TO SEE MY
FAMILY AND RELAX
2
1
FOR A FEW DAYS.
I WISH ROCKY
APPROACH DO I HAVE ALL
3
WOULD STOP THE MEDICATION
BARKING. Get dropped off at FOR ROCKY?
the terminal.
PLANNING
Get a ride from a
EMBARRASSED TICKETING
friend to the airport. Check-in baggage.
Normally would carry-
ANXIOUS
on but have dog carrier
to board with.
SCATTERED
THANK GOODNESS
4
ROCKY DOESN’T HAVE
SHOES TO TAKE OFF.
Mitch
OK, NEED TO GET THINGS
TOGETHER QUICKLY SO I CHECKPOINT
CAN ATTEND TO EVERYTHING
Get in line at the security
BEFORE MY FLIGHT.
checkpoint. Struggle with
Rocky and other belongings.
5
OVERWHELMED
UNIQUE PASSENGER RECOMPOSE NOWHERE FOR

Put Rocky back in the ROCKY TO GO TO THE
Mitch is traveling to Chicago to visit his parents for the
carrier and then speedily BATHROOM POST
holidays. He is traveling with his dog, Rocky. Rocky is very old recomposes himself. SECURITY! HOPE HE
and needs complicated medication so Mitch prefers to bring CAN HOLD IT...
6
him rather than worry about finding a trusted caretaker. SLIGHTLY
STRESSED 7
RESTROOMS
What Mitch Wants Opportunities for SFO Has a to-do list to
THANKFULLY THE CONCOURSE
MEDICINE SEEMS TO
complete before boarding WORK IMMEDIATELY TO ...administering
ABILITY TO UNIQUE NEEDS in 30 minutes. Includes MAKE ROCKY MORE Rocky’s medication...
CUSTOMIZE THE COMFORTABLE.
The opportunities for unique using the restroom...
BEGINNING
EXPERIENCE passengers are as varied as they BEGINNING TO RELAX
Unique needs require a are. Consider pet relief areas, TO RELAX
variety in choice. Having quiet spaces for passengers who
different scales of retail have anxiety about travel, assis-
and food and beverage can tance for those traveling with
8
be the first step in giving difficult or large luggage and
people choices.
10
private areas for public figures.
PHEW, MADE IT.
PRE AND POST BUT ROCKY SEEMS
SECURITY RESTLESS AGAIN.
Having a variety of spaces BOARD & CONCESSIONS
TAKEOFF
available pre- and post-
security and on the arrivals
EXCITED
9 WAITING/
...buying snacks for the flight
and purchasing a magazine.
level is important. Helpful
LOUNGE BEGINNING
areas might be pet relief TO RELAX
areas or different types With just enough time
to spare, arrives at
of concessions.
gate to board.
SLIGHTLY
NERVOUS
38 39
T
hrough interviews and
workshops with SFO employees
and executives, certain values
surfaced as the most important principles
that guide the airport in their goals.
These values form the Value System which
addresses key issues at the airport that
all future design and services should
address. These values surface at every
moment of a passenger’s journey through
the airport and strive to inform not only
programmatic concerns, but conceptual
comforts as well (such as healthy building
design, mental wellbeing, adjacencies
The Value
to the arts, etc.)
System
The airport experience can be stressful Local products and local flavor is
and SFO wants to minimize this stress. Strongly important at the airport as a reflection
tied to Sustainability, Arts & Culture, and of the city. This value permeates the
Locality & Sense of Place. airport experience and, as a result, is
closely linked to nearly every other value
Customers want maximum access to service Having a cohesive look and feel that
in the value system.
and convenience. Having friendly people around reinforces the brand identity of the
can ensure a meaningful and memorable airport is important. Related to Locality
experience. Related to Revenue Generation & Sense of Place and Art & Culture.
and Locality & Sense of Place.
San Francisco is rich in its arts Shopping, dining, and special services are Setting up and encouraging good The Bay Area is known for technology and The transportation industry is centered Wayfinding becomes extremely
and culture. As an added bonus, art all part of the airport experience. Closely practices goes a long way at the airport. SFO should reflect this. Tied to Locality & around time & efficiency. Getting people important when you need to get
has been shown to ease stress. Closely related to Locality & Sense of Place and Related to Locality & Sense of Place, Look & Sense of Place, Convenience & Hospitality, to the right place on time is critical. Closely tied somewhere, and at the airport, everyone
related to Locality & Sense of Place and Convenience & Hospitality. Feel, and Health & Wellbeing. and Time & Efficiency. to Wayfinding and Convenience & Hospitality. is trying to get somewhere. Goes hand
Health & Wellbeing. in hand with Time & Efficiency.

Locality &
Sense of Place
Creating a unique sense of place is a value that relates to all other
values. Being authentic and capturing the local flavor of San
Francisco is an essential concept for design at SFO.

Leaf designed by Mateo Zlatar from the Noun Project
VALU E S
LOCALITY & SENSE OF PLACE
Revenue Generation
Convenience & Hospitality
Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel
Technology
THE ACT OF PLACEMAKING
T WHAT KIND OF
o most people, an airport and concentrated activity, the airport Saarinen’s TWA Terminal at JFK singular to the airport experience is
conjures the image of a tends to become its own mini-world and, more recently, the international that once past security, you remain
characterless space, a kind PLACE IS THE and marketplace. It is a transitional airports in East Asia and the Persian there until either boarding a plane
of maze they must try to navigate. In
rare cases, people recall fond airport
AIRPORT? zone from the passenger’s point of
view as well. People going through the
Gulf. More often, airports reflect
a global or cosmopolitan impulse -
or leaving the building all together.
These features tend to be disorienting
experiences: the old Santa Barbara The airport is a highly specialized airport are in-between places and have “gateways to the world” – yet with an but are also necessary and universal
terminal open to fresh air, the green place, fit for a specific purpose. As a left behind for a time their own homes increasing desire to be “local.” to airport design. The question is, on
walls and interesting retail at the hub of transit set apart from the city, and everyday habits. the one hand, how to make the passage
Airports are buildings of considerable
Portland International Airport, the the airport is a place of transition. through these spaces easier and more
Airports are also inherently volume. This aspect of scale paired
museum and resting spaces placed It bridges its own region with the enjoyable and, on the other, how to
innovative, often pushed in that with the complexities of security and
beneath relaxing ambient films world, and while the airport’s sense distinguish SFO from other airports.
direction by the need to keep pace with check-in generate two main kinds of
in Amsterdam’s Schiphol airport. of place is largely informed by the changing business models, aircraft, spaces: knots of high density at check-
In general, however, the airport area to which it belongs, it is like no and operational needs and technology. in, security, gates, and baggage claim,
remains etched in our memory by the place else — except other airports. As a cultural type, they are sometimes and vast corridors that link these and
deprivation of place. Owing to both its isolated location consciously futuristic - as with Eero other crucial journey moments. Also

SFO T2 AS AN EXAMPLE OF PLACE-MAKING
Given its success, we can look at

SFO’s T2 as an example of successful “T2 strives to create a facility
place-making in an airport context.
From the start, the terminal is clean
that provides travelers with an
and open. With natural light filtered
through the clerestories and low
easy and memorable experience
velocity circulation, there is a basic
ease to the space. Passengers flow
while capturing the spirit of
through the corridors, guided by
intuitive visual cues that depend less
the local SF community.”
on signage. Even the security check-
– SAN FRANCISCO INTERNATIONAL AIRPORT
point maintains continuity with the
general feel of the terminal in its
inclusion of inspiring art. Suspended
over the recompose zone just beyond
the checkpoint is Janet Echelman’s
“Every Beating Second.” Visible from
the security line, the piece serves to
orient and draw passengers forward,
as well as to welcome and soften the
transition. This elasticity, the ability
for the differentiation of spaces
and use, builds a stronger place and
identity.
The design choices for the restrooms—

the use of real stone, earth tones and
efficient fixtures add to the cleanliness
and elegant simplicity of the space and
WHAT IS PLACE? in turn, the overall design aesthetic
of the airport. The choice of locally
As a quality and value, place describes
the way different things come
PLACE IS passenger’s journey within the airport
by offering distinct visual cues. Often
inspired retail reinforces the sense
of place. Whether through local
together into a distinct whole, with FOUNDATIONAL neglected in airports, the inclusion foods, crafts, art and design, there
coherence and character. More than
any one thing, place refers to how an
AND PERVASIVE, of nature—be it views of the sky, hills
and city, or plant life - allow people to
are many ways of fostering links to
the Bay Area’s cultural heritage while
underlying purpose or vision guides RATHER THAN synchronize and imagine themselves enriching the airport experience.
and connects different constituent
elements, binding them together by
COSMETIC. outside of the restricted confines of
the airport. Bringing nature into the
These elements add a sense of
continuity and care to the space and
what they share, and by what makes of the place and the outcome of airport counters the containment are points of recognition.
them distinct from other places. It successful place-making. All of the and claustrophobia of being locked in
is foundational and pervasive, rather design elements jointly partake in a terminal between gate and flight.
than cosmetic. As place encompasses the process of creating a place: the Also, one of the hallmarks of San
all of the other values, it is considered choices in structural design, materials Francisco is its natural beauty, and
a primary value. The identity and used, the qualities of air and light. its people’s own appreciation and
brand of SFO grows out of the airport With this foundation, art and culture commitment to the environment and
itself and the degree to which it is play a role aesthetically, anchoring sustainability. This incorporation
felt by people as a real place. “Sense the airport in relation to the San draws this local spirit into the airport.
of Place” is a measure of the success Francisco Bay Area, and guiding the

CASE STORIES LOCALITY & SENSE OF PLACE STRATEGIES LOCALITY AND SENSE OF PLACE
THE HIGHLINE, Strategies for implementing Locality & Sense of Place

NEW YORK CITY
Vignettes of New York City along
a pedestrian pathway
1 2 3
The highline is an aerial greenway built along the former AUTHENTICITY MATERIALITY IMAGERY AND GRAPHICS
elevated New York Central Railroad spur called the West
Side Line. Its enormous popularity in New York has made A sense of place is informed greatly It is easy to gravitate to photographic
Focusing on the opportunities to
the highline an ideological touchpoint in new urban by tactility and visual aesthetics. representations of local icons as a way
provide an authentic experience is
planning and community building. The sharply curated Rather than using materials that are to convey a sense of place. Displaying
the number one strategy for creating
materiality and variety of types of spaces make the highline valued solely for durability, consider a photo of the Golden Gate Bridge
a sense of place. Focus on creating
an easily identifiable landmark in the city. A similar incorporating materials that speak to might seem like a straight forward
real experiences, not derivative
meandering park concept could apply to airport design a place. Perhaps it’s stone from a local way to develop a sense of place, but it is
caricatures. Design to concept and
and works quite well with the terminal and pier status quarry or local reclaimed redwood. important to dig deeper in an effort to
re-test each design against the
quo. Consider too, pairing it with the idea of a parcourse, The venues for obtaining these types more genuinely convey a real sense of
concept. Create spaces for pause and
intended on making the journey fun and healthy. of materials have greatly expanded place. Materiality, art, space planning
gathering that convey the projects
in recent years and should be taken and references to underlying values
regional flavor. Consider the Napa
advantage of. hidden just below the surface, such as
Farms marketplace. The materiality
the region’s steadfast appreciation for
and layout of the space speak to what
the outdoors, better serve the notion of
we recognize as a high end indoor
a San Francisco experience. Consider
farmers market, yet the space isn’t
PROXY,
how to showcase known icons in an
mimicking what already exists.
unexpected or unique way.
HAYES VALLEY, 4 5
SAN FRANCISCO TENANT DESIGN EMOTIONAL DESIGN
Temporary engagement in a By recognizing the efforts that Anticipate the emotional state of the
permanent location Revenue Development has made in passenger at each point in the journey.
balancing national brands while Design a response to these states
partnering with local business, through the filter of your concept as
Hayes Valley has now become a must-do for any visitor to San
consider how the design might be much as possible.
Francisco and has also become the home to a temporary two-
able to take these ideas further.
block project filled with shipping containers called Proxy.
Can the experience of Fort Mason
Proxy allows the city to explore different urban uses such as be translated to the airport
food, art, retail and events while also serving as a transition to environment? How about having
more permanent housing in the future. a pastry from Tartine Bakery on
the grassy hillside of Dolores Park?
The shipping containers currently house a cafe, biergarten, and
Additionally, consider moments
ice cream shop.
between tenant lease spaces to
carve out unique and memorable
experiences. These can support
the existing and evolving tenant
leases such as a variety of seating
environments or places for parents to
relax with their children.

INTERVIEW LOCALITY & SENSE OF PLACE
ROBIN
CHIANG
ROLE AT AIRPORT: Member of the DRC, Principal at Robin Chiang and Co.
WHAT ARE SOME LOCAL YOU MENTIONED CREATIVE

FEATURES OF SAN REGIONAL BUSINESSES
FRANCISCO THAT CAN BE EARLIER. WHICH ONES ARE
FEATURED AT THE AIRPORT? YOU REFERRING TO?
San Francisco is celebrated for its setting, The most famous are tech and
topography and iconic monuments, but biotech companies. But there are also
there’s opportunity in focusing on the design and craft companies including
secondary features of the city. a garment industry.
WHAT ARE THE CITY’S CAN YOU ELABORATE ON

SECONDARY FEATURES? THE FRESH AIR?
Good food, healthy lifestyles, diversity Plants are associated with fresh air.
of neighborhoods,creative regional The plants look beautiful and make us feel
businesses, and the fresh air. better - in a way that architecture
or good design cannot.
HOW DOES THE DIVERSITY
OF NEIGHBORHOODS IS THERE ANYTHING ELSE
GET INCORPORATED IN THAT PEOPLE SHOULD BE
THE AIRPORT? AWARE OF AT THE AIRPORT?
SFO has already been doing so with the A SFO program that deserves more praise
difference between ITB (which is a classic and exposure is the Information Booth.
example of high tech) and T2 (a sleek Volunteers are mostly retirees who know a
interpretation of modernism) which lot about the area as well as SFO. Having a
allows passengers to visit different looking personal touch is friendlier than signs.
and feeling environments
within one airport - instead of having
all buildings look uniform.
Play up on the positive aspects

of different styles of architecture.
Architectural diversity is a positive
characteristic if a building is
spatially functional.
50 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT

Revenue
Generation
Revenue generation and development at SFO is crucial to the health of the
airport as a whole. Non-airline revenue is the life blood of a functioning airport.
The balance and rhythm of commercial and non-commercial space is especially
important to the successful development of a thriving airport experience.

VALU E S
REVENUE GENERATION
Revenue Generation
Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel
Technology
REVENUE GENERATION AT SFO LOCAL FOOD AND BEVERAGE
A T
s one of the busiest constantly searching for ways to raise he Food and Beverage leases is based on an adjustable and beverage concepts in an airport
international airports in the standard and provide innovative program at SFO is a leader in Minimum Annual Guarantee (MAG) environment. While there remains
the US, SFO has made a solutions that will make SFO unique. its field. True to the nature or tiered percentage rent. Essentially, a conceptual connection between
commitment to providing an excellent For the Revenue Development of San Francisco, the SFO Revenue the greater the sales tenants generate, this food and beverage tenant and
passenger experience which can be team, customer experience is the Development team has prioritized the more rent the tenant pays. Food the overall terminal, it also feels like
tied to the concessions program. number one priority. Getting the working with local businesses, and Beverage rent is set at the initial a unique destination due in part to a
Non-airline revenue generation at passenger onto the plane happily and supporting local community and stage of the competitive process to feeling of authenticity. Early critics
SFO can be broken down into three expeditiously is of utmost importance. bolstering a unique sense of place at have potential companies focus on worried, though, that the market
main categories: Food and Beverage, It is the job of Revenue Development the airport. In 2003, the airport began their proposed concepts, operation, hall model wouldn’t apply to the
Retail, and Services and is overseen to ensure the passenger has what a domestic program that focused on business plan and customer service. airport passenger and expressed
by the Revenue Development group. they need and also provide the type of outreach to the local community in This program has been enormously concern about the location - close
Other revenue generation, such as concessions that make the experience an effort to encourage the presence successful, with revenue increasing by to the security checkpoint and not
parking — SFO’s largest source of exciting, unique and memorable. of more local vendors at SFO. 150% in the first 8 years. within easy gazing distance of gates.
revenue — is overseen by a separate However, Napa Farms continues to
Virtually every Food and Beverage In addition to encouraging more
group, Aviation Management. The outperform other food and beverage
establishment at SFO has a storefront local businesses at SFO, the Revenue
SFO Revenue Development team is concession at SFO - earning, along
in the city of San Francisco. This Development team has also pushed
with Lark Creek Grill, 43% of the total
program also worked with small 'mom innovative food and beverage concepts
revenue generated at T2. This exciting
and pop’ restaurants to establish lease at the airport. Napa Farms Market
outcome reinforces that working with
conditions under which they could and Deli in Terminal 2 is an excellent
local business and taking chances on
flourish. Rent for Food and Beverage case study regarding innovative food
unique concepts pays in the end.

NATIONALLY FOCUSED RETAIL
R
etail is more nationally to fill their subleases with local shops While the average domestic passenger
brand-focused than Food to help provide an enhanced passenger spend is approximately $10 per
and Beverage, with the experience. The addition of a 'pop person, some international passengers
largest drivers of revenue being the up’ shop, meant to be a short-term, see the airport, and specifically duty
major newsstands. In an effort to rotating lease for locally owned San free shopping, as an opportunity to
TERMINAL 1 TERMINAL 2
provide a locally driven passenger Francisco retailers, will be making do some serious shopping. In an effort
F&B $34.7M $6.44 F&B $34.2M $9.76 experience while still gaining the it’s appearance at B/A E in 2014. to provide duty free shops with the
total per person total per person benefits these large names bring, SFO This type of new retail experience is space and resources they need, while
has started a program that pairs the crucial in evolving the conversation continuing to strive for balance, SFO
RETAIL $18.4M $3.41 RETAIL $15.6M $4.46 national brands with local companies. and providing experiences that requires duty free shopping to have
total per person total per person The large retailers have a mix of foster surprise and delight while a certain number of Disadvantaged
competitive MAG’s and percentage concurrently bolstering the Bay Business Enterprises in their
DFS $84.6K $1.02 DFS -- -- leases and are encouraged Area economy. subleases as well as demanding a
total per person fiercely competitive MAG.
SERVICES AS A REVENUE SOURCE
S
ervices can be loosely defined widely and are uniquely tailored to experience and requires tenants to
as the revenue generating the individual service. It is important source hormone-free naturally raised
entities that don’t fall into for designers to take into account meats and vegetables. Many of these
TERMINAL 3 INTERNATIONAL TERMINAL the Food and Beverage or Retail the variety of physical spaces these types of precedents were started
categories and include luggage cart services require. during the renovations at Terminal
F&B $65.9M $8.53 F&B $34.4M $6.25 rentals, wi-fi services from customers’ 2 but have now become a standard at
total per person total per person Sustainability
selected cellular provider, pay phones, SFO. This type of innovation is what
SFO has also been a leader in
shoeshine, baggage storage, luggage makes SFO stand out as a leader in
RETAIL $31.5M $4.07 RETAIL $36.9M $6.70 wrap, travel agency, business center integrating sustainable requirements outstanding passenger experience.
total per person total per person into its leases - particularly in
services, banking and Rental Cars—
requiring Food and Beverage tenants
with the Rental Cars being the largest
DFS $589K $1.80 DFS $94M $21.95 generator of revenue under the to compost and provide disposable
total per person total per person compostable materials. In addition
management of concessions. These
to materials, SFO encourage
leases and relationships with SFO vary
food preparation to be part of the
emplaned passengers per year (millions)
REVENUE GENERATION
DIFFERS BY TERMINAL LOOKING TOWARDS THE FUTURE
Each terminal is different in terms of revenue generation. It’s important to make Creating a synergy among the various vendors at SFO is the necessary component
the distinction between revenue volume and dollars spent by passengers. T3 for a successful concessions program. Location, look and feel, operations and the
might be a money maker in terms of overall revenue, but the passenger spend experience of the vendor all play a huge role in doing this successfully. Designers
for food and beverage and retail is lower than that of passengers at T2. In the have the opportunity to shape space in a way that maximizes the successes of
International Terminal, duty free shopping brings in tremendous revenue but concessions without detracting from the overall airport experience. Terminal
is low elsewhere. International passengers, especially those from Asia, spend a 2 has been successful with its unconventional planning and decisions about
lot more at airports with a focus on luxury goods purchased from duty free shops leaseholds. By pulling concessions away from the exterior walls it has created an
(DFS), hence the high passenger spend on DFS in the international terminal. open, market-like atmosphere in which passengers have a range of quality options
within gazing distance of gates. Attention to customer hospitality will not only
serve to make passengers happier but will also allow the airport to continue to
enhance revenue generation.

CASE STORIES REVENUE DEVELOPMENT STRATEGIES REVENUE DEVELOPMENT
DINING TERRACE Strategies for Revenue Development

WESTFIELD,
CENTURY CITY
Indoor/Outdoor dining which appeals to
different demographics
1 2 3
CREATE TENANT PARK-LIKE SEATING
STOREFRONT EXPOSURE NEIGHBORHOODS
The newly renovated Dining Terrace at Westfield Century City
has managed to evolve beyond the typical conception of food Aim for 100% exposure of Create a variety of tenant Integrate seating throughout
court dining to better appeal to the demographic it serves. With retail opportunities for 100% of neighborhoods by considering the terminals that has views to gates
an outdoor/indoor connection and architectural landscaping passengers. Exposure is the greatest mixture of tenant leases and how they and concessions. The goal is to allow
throughout, the new dining terrace appeals to the sophisticated advertisement, make sure that all relate to one another. Provide tenant people to move freely and flexibly,
consumer and has changed the perception from ‘have to’ into concessions spaces have visibility to mix to appeal to passengers with without losing sight of their gate.
‘want to’. Creating such an inviting common space benefits not passengers walking by. short and flexible schedules. Provide
only Westfield’s image, but all the individual concession’s as well. a mixture of budget conscious and
brand conscious tenants.
HEATHROW
AIRPORT, 4 5 6
LONDON TOWN CENTER DESIGN DIGITAL SHOPPING APPROACH TO BRAND
Ranking #1 in retail
Balance natural elements with Digital shopping technologies are Manage advertisements in a curatorial
built elements. Use exhibits and beginning to pop up everywhere. manner to avoid the 'Times Square’
In an April 2013 article in Forbes Magazine looking at the Whether it ‘s a great user interface on effect. Manage tenant signage to
educational elements to reflect the
world’s best airports, London Heathrow ranked at the top in the www.flysfo.com or an actual digital maximize exposure and visibility
region and build a sense of place.
category of shopping. shopping wall in the holdrooms where in a way which reinforces overall
Ensure that tenant concessions fit
within the overall architectural customers can use their smart phones environmental quality and calm.
Seating for waiting passengers is located amongst restaurants,
look and feel. to purchase products in the airport,
cafes and retail shops rather than by the airfield. FIDs are found
digital experiences can enhance
throughout the space with updates noting boarding times. As
revenue for airport retailers and
soon as a boarding time is listed, passengers proceed to their
create a buzz among customers.
gate, and not a minute before.
The airport has worked to dispel gate glue by not providing

seating by the gates, and encouraging lingering around food and
beverage and retail space instead.

SFO LEADERSHIP INTERVIEW REVENUE GENERATION
NANETTE
HENDRICKSON
ROLE AT SFO: Former Senior Principal, Property Manager
CAN YOU GIVE US A LITTLE HOW CAN BUSINESSES AT WHERE DO YOU SEE
BACKGROUND ON THE SFO INCREASE REVENUES? REVENUE GENERATION
CONCESSIONS REVENUE The #1 priority is the Customer
GOING?
PROGRAM AT SFO? Experience. We need to satisfy There needs to be more synergy
There are three main categories for customer needs first. between retail and food.
revenue generation at SFO:
WHAT ARE SOME ASPECTS Circulation is a key factor for revenue
1. Retail OF THE CITY THAT CAN generation and certain areas of the
2. Food & Beverage BE CELEBRATED AT THE airport have great circulation (where
3. Services everything is visible) while other spaces
AIRPORT? struggle. You need to be able to see
Food and Beverage is very local driven.
There’s the Bay and the Marin everything everywhere.
Retail has more of a national brand focus
Headlands. We talk a lot about greenery
and Duty Free is a whole other animal.
and trees but it would be great to
Services include advertising, ATMs,
incorporate some of the water as well.
SmartCartes and rental cars. Rental cars
are our #1 source of revenue. San Francisco has a coolness factor with
all their different neighborhoods, there’s
HOW DO THE CONCESSIONS a lot of diversity in such a small place.
AT SFO DIFFER FROM OTHER
AIRPORTS?
SFO is the leader in getting local
businesses involved. We started a
program in 2003 to get some of the
smaller businesses involved and it has
increased revenue by 150%.
We have also put a greater emphasis on

sustainability. Businesses need to have
compostable products and if there’s
a grill, it needs to be open. There are
more fresh, organic vegetables and low
phosphate detergents being used. The
Food & Beverage program is well-known
now; a lot of people ask us about it and
want to come see it.

Convenience
& Hospitality
Elements that make up convenience and hospitality at SFO are reducing
anxiety and stress, leveraging operational systems that allow people to
meet their basic needs, and providing a service model that borrows from
the hospitality industry. It is also implicit that these values apply to all
passengers and are not reserved for premium members only. In order for
SFO to reach its goal of being the number one ranked airport, this value
needs to be at the forefront of all things operational and design-related.

VA LU E S
CONVENIENCE & HOSPITALITY
Revenue Generation

Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel
Technology
REDUCING STRESS AND PROVIDING CONSISTENT SERVICE
R
educing passenger communication. For instance, an visual elements that are necessary
stress and anxiety is of elderly passenger might be much more or desired in the airport should be
utmost importance for comfortable speaking with someone recognized and planned for. Signage,
fulfilling the goals of providing an at an information booth while a young furniture, millwork, kiosks, etc. will
efficient, convenient and service tech employee might prefer to navigate translate better to the passenger’s
oriented experience at SFO. Good entirely using her mobile device. By consciousness if they are consistent
communication is the key element establishing a multi-tiered approach throughout and maintain the same
to any great service experience and to communication that ranges from visual hierarchy. For instance, loose
needs to be oriented towards not only totally mobile to in person, SFO has trash bins scattered without attention
providing essential information, the opportunity to provide an excellent to placement will result in confusion
but doing so in a way that considers level of service to these different for the passenger and may end up
the mental and emotional needs of passenger demographics. interfering with other elements
passengers. Fine hotels are adept at in the environment such as art or
this. The customer is never left in
In addition to the types of
communications listed above,
ADA accessible signage. Terminal SIGNAGE, FURNITURE,
confusion - wondering where they
should go or what they should do.
another aspect that is of equal
2 has done an excellent job at this,
with many necessary elements, MILLWORK AND KIOSKS WILL
Instead their questions are answered
importance is architecture and the
design of interiors. The nature of the
like trash bins, being integrated in POSITIVELY IMPACT THE
before they are even asked. Often
this type of dynamic customer
interior space should communicate
millwork. The designers also worked
with advertising vendors and SFO’s PASSENGER’S CONSCIOUSNESS
service is the direct result of a robust
to the customer that special
attention was given to passenger
marketing department to ensure that IF THEY ARE CONSISTENT
staffing ability and quality customer
service training. Different passenger
experience and comfort in the design
advertisements were given clear and
delineated space, existing cohesively THROUGHOUT AND MAINTAIN
types require different kinds of
process. Secondly, the hierarchal
organization and consistency of
in their larger context. THE SAME VISUAL HIERARCHY.

HOSPITALITY’S IMPACT ON BEHAVIOR THE SERVICESCAPE MODEL
P
roviding a hospitable suggest that there are two types the environment, at least not very PHYSICAL ENVIRONMENTAL PERCIEVED INDIVIDUAL
environment is challenging of basic behaviors influenced by easily. Here the servicescape directly DIMENSIONS SERVICESCAPE BEHAVIORS
because of the many required environment, categorized as approach inhibits the accomplishment of the
components. A large part of the job and avoidance. In essence, uplifting customer’s goal.” Consequently, it Ambient Conditions INTERNAL HUMAN Approach
falls upon the employees providing environments stimulate the approach can be assumed that by providing a Temperature RESPONSES Affiliation
Air Quality Exploration
service. SFO has implemented a reaction from individuals. Mary Jo quality servicescape a whole range of
Noise Cognitive Stay Longer
customer service training program in Bitner uses the term ‘servicescape’ factors can be influenced. In employee Music Commitment
Beliefs
an effort to provide a consistent level to describe the varied elements of behavior, a positive 'approach’ Odor Categorization Carry Out Plan
of service built upon a single model. the user experience and reactions response to a quality environment Symbolic Meaning Loyalty
However, many of the employees to it. “Approach behaviors include can manifest as expressions of Space Function
Layout Emotional Avoid
that passengers come in contact all positive behaviors that might be commitment, affiliation, exploration,
Equipment Mood Dissociation
with are not SFO employees but work directed at a particular place, such and - as a result of this - an enhanced
Furnishings Attitude Overlook
for tenants, TSA and other third as desire to stay, explore, work, and delivery of customer service. For
Leave quickly
party organizations. Without direct affiliate.” Bitner goes on to specifically customers, these enhanced positive Space, Symbols, and Artifacts Physiological Indifference
control over these individuals and cite airport environments as the internal responses manifest as Signage Pain
their respective companies’ service type of servicescape that inhibits entering a space, lingering, spending Personal Artifacts Comfort
models, SFO must rely on secondary approach behavior.“ For example, money and building loyalty. This is Style of Decor Physical Fitness
and tertiary means to affect their assume that a traveler enters an perhaps best expressed at SFO by the Art and Museum
behaviors. While the evidence is airport and is confused because he greatly increased revenues of T2 - with
somewhat anecdotal, it is widely or she cannot find signage giving the highest per passenger spend for
accepted, especially among marketing directions to the assigned gate and non DFS retail and Food and Beverage.
experts, that by providing a higher is emotionally distressed because
quality environment, employee and of crowds, poor acoustics, and high
customer satisfaction is increased. temperature. The traveler is unable
Environmental psychologists to carry out the purpose for entering

CASE STORIES CONVENIENCE & HOSPITALITY STRATEGIES CONVENIENCE & HOSPITALITY
AIRPORT BUTLER, Strategies for implementing

VANCOUVER INTL. Convenience & Hospitality
AIRPORT, B.C.
Butler service in the airport 1 2 3
COMMUNICATION REDUCE VISUAL CLUTTER REDUCE AMBIENT CLUTTER
A third party organization operating at Vancouver International
Airport is the Airport Butler Meet and Greet Concierge Service
Communication is the number one Visual clutter happens when there Much like visual clutter, ambient
which has multiple services meant to ease a passengers journey
priority for implementing a hospitable isn’t a holistic approach to design. clutter -- grating announcements,
through the airport. This model of extra services to help guide
and convenient atmosphere at SFO. It is Everyone has different agendas and poor air quality, glare from over-lit
passengers through the bumpier parts of the journey can help
important to ensure that the passenger priorities and if these aren’t addressed conditions, the physical congestion of
expedite certain demographics. Third party organizations
is coming into contact with the right together at the beginning of a project, passengers in poorly planned spaces—
will continue developing these added services and need to be
information at the right time and that these priorities may end up competing. has a major impact on the passenger
considered and integrated into the design.
the information is clear and non- Ultimately everyone loses what they experience. It is important to
conflicting. Also, consider the variety are trying to get -- the attention of the address these using proper acoustics,
of delivery methods for information— passenger. It is important to keep in air systems and daylighting and
from the mobile website to the mind the variety of physical elements circulation studies.
employee at the information booth. required and allocate a place for
them in the design. A good example is
integrated advertising placed into the
architecture, not on top of it.
CHANGI AIRPORT,
SINGAPORE
A way to experience the city during a layover
4 5 6
STRATEGIZE FOR EASE ENVIRONMENTAL HOSPITALITY AMENITIES
Ever been in an airport on a long layover for a connecting flight
wishing you could see more of the city? Changi airport has When planning, continually check The environmental design of a space Consider new and innovative ways
the ideal solution, allowing passengers to register for a 2-hour to ensure that no major obstacles and the overall quality has a major to incorporate amenities that are
sightseeing tour of Singapore. or conflicts are occurring in the impact on customers and employees thoughtful, welcoming and create a
passenger journey. (Is that restroom alike. It is important to frequently better customer experience. Perhaps
Passengers with a long layover (at least 5 hours) must register at
wall blocking the customer’s line of check back in with the ‘big picture’ Arrivals would benefit from some
least an hour in advance with tour times listed on the airport’s
vision to customs? Is the beautifully during the design process. From amenities that haven’t been considered
website. Options include a Heritage Tour, which covers some of
designed light fixture causing glare major architectural moves to the type for exiting customers or consider
Singapore’s most famous sights, or a City Lights tour, which is a
on all the FID screens?) Additionally, of tile in the restrooms, each design temporary spaces for
great way to experience the vibrant culture of the city.
consider the possibilities that new decision matters. Consider how even rotating amenities.
technologies provide. Would it the more temporary elements of a space
be possible to use mobile tablet have a major impact. The lounge style
technology to speed up any necessary furniture in T2 transformed the way
journey moments or provide people interact with each other as well
entertainment for guests? as the overall feeling of the terminal.

INTERVIEW CONVENIENCE & HOSPITALITY
INFO BOOTH
the counter, with huge tears in her eyes, daughter was so upset and fearful that TSA pre-check, Global Entry, Emirates
she clasped my hands gently and told me her mother might get lost, I decided to go Lounge (just because it’s awesome).
that I was her “angel” and without me she find her myself. It turned out the mother
would not have been able to make it back had disembarked and stayed at the gate,
CHUCK
to see her son who is dying of cancer. as though expecting someone to meet
STAFF
Yup…that moved me! her. I introduced myself and the two of The Art Shop, where they store and stage
us walked back to the information desk art exhibits at the airport. The control
where her daughter was now sobbing tower. The heating and air conditioning
CHUCK plant. Basically, all the places behind the
with relief. It felt good to reunite mother
An 80-year-old lady from New Zealand and daughter and send them on their scenes that make the airport run.
who had slept in the Airport all night. way. The daughter was so appreciative
STAFF: Lisa, Chuck, Gloria, & Amma She came to the desk to ask where she of my help. It confirmed why I enjoy my GLORIA
could find the Air New Zealand desk. I volunteer assignments at the airport.
informed her that they were closed and The Aviation Museum, Terminal 2, Ride
AMMA GLORIA on the Air Train.
TOP 3 QUESTIONS would not be open that day because they
YOU RECEIVE AT THE 1. “How do I get to the rental cars?” A dinner date were not flying that day. She began to cry. WHAT’S THE MOST
INFO BOOTH 2. “Where is the BART station?” What was she to do? I found out she had INTERESTING, PREVIOUSLY AMMA
3. “How do I get to my hotel?” AMMA arrived the night before and her United UNKNOWN FACT ABOUT SFO The Aviation Museum, the AirTrain,
LISA plane was late because of a mechanical THAT YOU’VE DISCOVERED? Medical Clinic, Travel Agency, Aquarium
(Is there a shuttle bus? “May I use your phone?”
problem. She was too late to make her Air exhibit, Reflection Room, all of the
It does depend which terminal you Are there shared vans?) Not an unusual request but an unusual
New Zealand plane. United Airlines had LISA current exhibits in each terminal, and
are in, as the questions do change as outcome. An Asian man’s first encounter
failed to find her a room because all the There is a “garden”! Outside the Air Traffic Control tower.
far as which is asked more frequently. GLORIA with a US answering machine. Three
airport hotels were full with some local International Terminal A, in the
However, these are generally my top: 1. “Where do I pick up my rental car?” calls and three “disconnects” later we
convention. I asked the lady for patience courtyard area…there is a little lush
figured out what was going on at the other
1. “Where are the restrooms and ATM?” 2. “Where is the BART station?” as I researched her problem. While tropical garden with patio and chairs
WHAT ARE SOME THINGS
end of the phone - he didn’t realize he
2. “How to get to rental car and BART?” 3. “What’s the best way to go to
was speaking to an answering machine
talking to her, I found out that she lived sitting under the trees. I found it YOU WOULD DO TO THE
3. “How to get to hotel?” San Francisco?” close to my mother in New Zealand. I got AIRPORT TO ENHANCE THE
and couldn’t understand why the person interesting as it’s very difficult to get a
(both local and in downtown) Chris Birch involved – he began talking breath of “fresh air” if you have a long PASSENGER EXPERIENCE?
at the other end wasn’t offering to pick
WHAT IS THE him up and kept hanging up on him. The
to Air New Zealand and I started looking layover.
CHUCK ODDEST REQUEST gentleman’s interpreter tried to explain
for reasonably priced hotels. Eventually, LISA
All three relate to finding something, for YOU’VE EVER RECEIVED? we found a hotel for her for that night. Transportation post-security to each
to him what an answering machine was.
example, “Where is… How do you find… The Air New Zealand flight the next day CHUCK
To this day, I’m still not sure he ever terminal, Signs/Banners displayed
How do you get to…” And these all vary LISA was full and Chris got them to finagle a The whole airport is designated as at end of each aisle (both sides) in
realized what was really going on. A true
by terminal. Common Request: seat for her. I called her at her hotel that a museum. International Terminal for each airline
cultural and language gap.
Starbucks post security and mailbox night to let her know she had a seat for when they open, Observation deck,
Terminal 1 the next day and to make sure she was all
Oddest Request: DO YOU HAVE AN SFO GLORIA Business Services in domestic terminals
1. “How do I check in for United?” right. When she finally got home to New (computer/fax/printer).
Wanted to buy a men’s suit (not that it’s STORY THAT HAS MOVED Zealand, she wrote a nice letter to Chris That we are the first airport in the nation
2. “I can’t find my United gate.” odd to request, but it is rare and unusual) to provide Travelers Aid/Information
YOU IN SOME WAY? and to my mother! What fun!
3. “Where is Delta domestic?” Service established by Mrs. William CHUCK
(can’t see the sign from the desk) CHUCK LISA Randolph Hearst. Expand Customer Service. The more
4. “I have a flight that leaves from T1, GLORIA
It involved LAN airlines, set of keys, a Wow, you’d think I’d have them rolling off help I can give people, the better I like it.
I can’t find my airline?” crying wife and kid who wanted me to my tongue as it seem almost each time I A marriage proposal that took place at
AMMA
“That is because it is leaving from get her husband off a LAN flight, the work I am moved in some way! I’d have the International Terminal. Because I
found out before the proposal took place, I toured the SFO Communications GLORIA
the International Terminal.” police and FBI, the station manager to say though the one I always remember
I was able to capture the moment with Center. The entire airport, inside and Better signage, more eating facilities in
for LAN Airlines and Customer Service is when LAN first came to SFO and there
Terminal 2 the camera on my phone. The young outside, is totally monitored - it really is pre-security area.
(Chris Birch and Linda Rhoades). The were many AA domestic connections to
man was so nervous and worried about impressive. I had no idea how expansive
1. “How do I get to rental cars?” passenger was taken off the plane by the LAN International flights. An elderly
the outcome, he forgot all about taking and comprehensive that effort was.
2. “How do I get to Bart?” Police and FBI for causing a ruckus and lady traveling by herself, could only AMMA
held incommunicado with the only set of speak Spanish and she could not figure pictures; they were grateful to have the
3. “Where is AA or VS?” Design and print a handout for
car keys for their car. She had no money out how to get from AA in Terminal pictures and invited me to the wedding! IF YOU WERE GOING TO passengers to take with them that
Terminal 3
for a locksmith. The passenger was 2 to her connection in International GIVE A TOUR OF SFO, contains a map of the airport that
1. “Where is the United Club?” released to fly on the next flight two days Terminal for LAN. I tried to tell her in AMMA WHERE WOULD YOU GO? includes airline ticket counters,
2. “What gate am I leaving from?” later and reunited with the wife about 3 Spanish, but it was very obvious because
A daughter came to meet her mother, terminals, restaurants, bars, shops,
3. “Where is any gate between 20-39?” hours later. My job was to keep the wife of her age that there was no way she
who had slight dementia. Concerned that LISA and restrooms. If not a printed guide,
calm while Customer Service worked in would make her connection in time given All the information booths, Museum
the mother would get lost between the because we are green, an app that can be
International Terminal the background and for security reasons what she was going to have to go through
gate and the meeting area, the daughter (and T3 gallery), reflection room, the downloaded to iOS and Android devices.
1. “Where is my Airline?” they could not tell me what was going to get there. I took her by the hand yoga room, the children’s area in T2 near
asked for my guidance. I directed the
2. “I am leaving on an International on. The couple left for home (Antioch) and led her personally to LAN in the 58B, hydration stations, USO, Freshen
daughter to the meeting area but after 30
flight, why can’t I find it?” happy. Fun Stuff! International Terminal (although it was a Up, Harmony Pharmacy, Xpress Spa, SF
minutes the mother had yet to appear so
slow long walk for her). When I left her at Moma, Napa Farms, Vina Volo, ClearMe,
3. “Where is ground transportation?” the daughter came back to find me. The

Wayfinding
Millions of people, each with a unique story and destination navigate
through the airport every year. Wayfinding is the most crucial aspect
for the success of their journey. Wayfinding can be articulated with
architectural and design cues, landmarks and signage and using both
the traditional variety and new dynamic signage technologies.

VALU E S
WAYFINDING
Revenue Generation
Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel
Technology
T “Wayfinding is a
he term “wayfinding” is used
to describe a user’s ability to
orient themselves in a built
environment. Kevin A. Lynch, an consistent use
American urban planner and the first
to use the term in an architectural
and organization
context, articulates it this way:
“wayfinding is a consistent use and
of definite
organization of definite sensory cues
from the external environment”. The
sensory cues
challenge with spatial orientation and
wayfinding in airports often has to
from the external
do with a poor signage program and a
lack of architectural character.
environment.”
–KEVIN LYNCH, URBAN
PLANNER AND AUTHOR
SIGNAGE FLEXIBILITY VISUAL CLUTTER

WAYFINDING CHARACTER
Signage has a big job to do, and it’s The digital era is ushering in A growing body of evidence suggests
T
not an easy one. The difficulty with immeasurable new opportunities that the human capacity to take
he sensory cues we take from the character needed for it to become
signage is its inherent inflexibility in for dynamic signage. While the information in is limited. Visual
our environment include a real place in our mind. At SFO it
an ever-changing world of canceled behind the scenes organization and clutter is distracting and problematic
signage and spatial and visual is important to consider this in the
flights, rerouted planes, lost baggage, implementation of the dynamic in the airport environment. Some
elements. Consider how directions design. While cohesion and clarity
inclement weather conditions, etc. portion of this is challenging, the examples of problematic clutter are
are given—rarely without reference are of utmost importance, it certainly
Further, the limitations of a single ability to change signage content digital displays cycling promotional
to major landmarks or geographical doesn’t mean that character needs to
language or set of icons also restricts is tremendous in an environment material and advertisements,
elements (“head west toward the be sacrificed. Architecture and art
the ability of a signage system to where change is the only thing that’s competing advertisement and
ocean”, “turn right on Jefferson, two are both excellent ways to help people
function cross-culturally. Placement guaranteed. It is of utmost importance marketing posters, ad hoc sign holders
blocks past the capitol building”). orient themselves. A special ceiling
is of supreme importance and should that signage is NOT an afterthought to from airlines and concessionaires
When architecture becomes clinical concept or a hanging art installation
always be at key decision points. design. Designers need to work closely —even plants placed too close to
and repetitive it loses the ability both have the power of individuality
Passengers shouldn’t need to actively with the SFO signage team early on critical signage. T2 solved for some
to create a way for people. It is the and character to say to someone “Hey!
look for signs. in the design process to guarantee of this by delegating homes for visual
difference between urban sprawl, You’ve been here already, you’re going
passengers know where to look for information like advertisements and
with buildings lined up and barely in circles!” Regardless of scale, simple
signs in the first place. amenities, allowing people to process
distinguishable from one another, and cues can really have an impact.
that information separately. The result
a city street that has been evolving
is a clean, modern design that feels
and developing for years, building
calming rather than overwhelming.

CASE STORIES WAYFINDING
CHANGI AIRPORT
SINGAPORE
Providing ease in airport navigation
The wayfinding program at Changi Airport plays a major

role in its success. The color-coded messaging on black
sign faces is unusually large, but it is in scale within the
huge volumes of the terminals’ architecture. Internal
illumination in all major sign types unifies the program
and draws attention to wayfinding information. Personal
touches such as listing walking times to major destinations
on the overhead signs, and providing roving airport
ambassadors with iPads are key to the Changi Airport’s
customer satisfaction.
THINKING IN LAYERS OTHER WAYFINDING do it yourself model while the 'want to’
One successful signage strategy
is to think of a signage hierarchy
DEVICES
Besides intuitive wayfinding and
experiences of shopping, dining and
leisure will grow. Helping passengers SHANGHAI
that is consistent throughout all
the terminals and ancillary spaces.
signage, a third element that will
make a great difference to passengers
orient their experience through
digital information sharing is TOWER,
Similarly to graphic design, signage
can function in a hierarchy using
are other wayfinding devices.
Specifically, the “Flight Deck” that
extremely important.
CHANGING TENANT
SHANGHAI
color, size, typographic stylings is being developed for B/A E has not
and composition. By thinking only wayfinding maps and directions,
LOCATIONS An example of excellence in wayfinding
volumetrically this hierarchy can be but access to information about the Tenant leases are flexible and will
articulated even further. Imagine concessions in the boarding area, change during the life span of With over 540,000 square meters of office space, high-
if all categories of signage had a allowing people to orient not only an interior environment. It is end retail, a luxury hotel, cultural venues, and the world’s
height range—for instance, all their path to gate, but their experience important that the signage and highest non-enclosed observation deck, the building
directional signage might sit at the as well. As digital becomes the new branding associations with any presents an unprecedented mixed-use program that
top of the customer view range, while normal, passengers expectations tenant remain flexible in kind. All requires a sophisticated signage and wayfinding system.
concessions might be delegated to are shifting. The 'have to’ airport tenant design, including signage is
subject to DRC approval. Design principals emphasizing overall program efficiency,
something lower. If done throughout, experiences of checking in, bag check
technological innovation, and a connection to the culture of
this type of consistent visual and boarding will move towards the
Shanghai were established to guide the overall signage and
organization begins to build a more
wayfinding solution.
WHILE COHESION AND CLARITY
robust way-finding system that relies
on the human compulsion to make Scheduled for completion in 2014, the Shanghai Tower will
sense of patterns and organize their ARE OF THE UTMOST IMPORTANCE, be a beacon of China’s future.
IT CERTAINLY DOESN’T MEAN

expectations around them.
THAT CHARACTER NEEDS TO

BE SACRIFICED.
INTERVIEW WAYFINDING STRATEGIES WAYFINDING
VICKI Strategies for implementing Wayfinding
SUNDSTROM
ROLE: Airport Signage Coordinator, San Francisco International Airport
1 2 3
ARCHITECTURAL PROPER
WAYFINDING HIERARCHY PLACEMENT
IDEALLY, WHAT DOES SFO DO YOU THINK SENSE OF intuitive as far as an airport is concerned?
WANT WAYFINDING TO BE? PLACE PLAYS INTO IT? For some people, it’s having ground
transportation on one level…we have it on Architecture should create a natural It’s important to follow SFO’s Ensure that signage and wayfinding
HOW DOES THIS SYSTEM If you’re experienced with the space, two levels. flow for passengers to progress from guidelines for visual hierarchy that elements are placed at natural
INTEGRATE WITH THE GUEST yes. If you’re not experienced with one process to the next. Consider how establishes rules that distinguish pause points and in the appropriate
EXPERIENCE? the space, no. When you do signage and wayfinding, you
challenging some of the conventions between wayfinding, art, circulation paths. One example is
need to make it simple for the experienced
Signs should always be placed at decision as well as the very infrequent traveler. You of traditional airport planning might advertising and concession and placing FID’s in an easy to see location
points. At an airport, the appropriate WHO MAINTAINS THE need to make sure the level of information be beneficial for passenger comfort. amenity identification. right after the security checkpoint
level of signage makes for a pleasant INFORMATION? needed is available at those critical In partnership with the signage in the recompose area. This is a
and calming journey—people are more decision points. program, designers need to include natural pause and decision point
This is quite the conversation. We
likely to stay calm if the directions are
maintain the system, but we’re always signage design in early planning to for passengers. Provide message
clear to them.
looking for ways to make it better. We’re better encourage self-direction and continuity so guests are assured they
Like any system, we need flexibility not living in an ideal world yet. In an ideal intuitive wayfinding. are on the right path.
because needs and operations constantly world we would have resources to maintain
change. For example, the international this information. To keep better pace with
terminal has domestic flights. We have a technology, we’d create an API which
building where things change constantly,
even airlines change. People still need to
get to their flights, transfer flights between
allows other systems to integrate with our
system which would allow for uniform
information all across systems that push
4 5
terminals, get their baggage, etc. As much data to various users.
USE COLOR MOCK IT UP
as we can automate and plan for it, we don’t
know what’s going to happen. WHAT WOULD YOU TELL AN
ARCHITECT, WHO IS GOING Consider how color and materiality When in doubt, consider mocking
The biggest issues when it comes to can influence positive wayfinding up certain elements and testing
signage, is actually making the signage TO WORK ON A TERMINAL,
THEY NEED TO THINK experiences. Color can be a them in place to understand an
work in tandem with the building. This is
a challenge in existing buildings, but also a ABOUT? powerful tool in helping people element’s performance.
challenge in major renovation projects. In orient themselves in an
T2 for example, a big wayfinding challenge There’s no such thing as intuitive unfamiliar environment.
is when you come from baggage claim, wayfinding. I grew up in Hong Kong and
passengers have difficulty finding the India and grew up with everything on the
vertical connection to the AirTrain. right. Here, on the first day on the job, we
have arrows on the left and read from left
In signage, you’re never going to get 100% to right. They do everything on the left,
to use your system. The industry standard we do everything on the right. What is
is that 80-90% use the signs. In a recent
SFO survey, we found over 90% use our
signage system. We recognize that we still
need to make that experience even better,
and need to use multiple means to reach all
passengers. You can have a paper map or
an interactive map. I like the ideas of apps
a lot, but content management
and the ability to maintain the apps
is an issue. We’re not nimble as an
organization to keep up with changes,
especially new technology.

INTERVIEW WAYFINDING
TOM
HORTON
ROLE: Senior Associate, Environmental Graphic Design, Gensler
WHAT ARE SOME BASIC WHAT ARE SOME PLACES WHAT IS INTUITIVE WHAT ARE SOME EXCITING
WAYFINDING PRINCIPLES? WITH GREAT WAYFINDING? WAYFINDING? NEW TECHNOLOGIES
Planning for effective wayfinding begins The J. P. Getty Museum in Los Angeles Intuitive wayfinding is accomplished
AND FUTURE TRENDS IN
with identifying navigation routes has an intelligent, adaptable wayfinding through incorporation of non-signage WAYFINDING?
through spaces; where will users look for program. The modular system is designed features that guide users through complex The future of wayfinding is through
information and need to make decisions? to accommodate change over time based areas. A good example of intuitive integrated technologies that allow the
Concentrate wayfinding information upon visitor feedback and the evolving wayfinding is the path to baggage claim airport operator, airlines and the user
at decision points along those routes, nature of a museum environment. through the Marketplace area in SFO to create a more tailored wayfinding
organizing directional information from The simple, elegant gray and white Terminal 2. As deplaning passengers experience. Digital airport sign messaging
macro to micro by providing just enough signage features pictures of artwork approach the exit to baggage claim from and interactive directories can respond
information to lead to the next decision and symbology to quickly orient visitors the main concourse, it is not immediately to real time airport activities and adjust
point. Utilize a variety of different visual and provide direction to the collections. apparent that the doors are off to one side. wayfinding information accordingly. Hand
cues; color, symbology, written messages, A bronze tabletop scale model of the To augment the overhead directional signs, held mobile devices allow users to access
arrows, patterns and simple map diagrams museum campus engages arriving users, a contrasting gray floor pattern leads airport maps, search amenities and flight
help users orient themselves and feel including sight-impaired visitors who toward the doors—passengers instinctively information, and follow destination routes
confident in their navigation choices. can touch to understand the layout of follow this floor pathway toward the exit. enabled by customized indoor GPS systems.
Effective wayfinding relies on more than the buildings.
just signs. People build a mental map of HOW DOES WAYFINDING
their surroundings through observing an WHAT ARE SOME OTHER RELATE TO THE AIRPORT
environment’s colors, lighting, textures WAYS TO HELP GUIDE USERS PASSENGER?
and architectural forms. The designer/ THROUGH SPACE?
architect should look for ways to integrate An airport user’s wayfinding experience
spacial cues into their environments Designers often use technology, color, often begins pre-arrival. Passengers will
that will aid wayfinding. Use of bright pattern and lighting as a way to draw often go online to look at an airline or
colors, distinctive shapes, change in attention to certain areas, pathways or airport website, review a map in an inflight
floor patterning or accent lighting can decision points to aid wayfinding. For magazine or search information on their
call attention to an important entry, example, using an airline’s brand color handheld device. The graphic style and
passageway or destination as effectively as on signage or architecture can help content of these pre-engagement tools
a sign. Collaboration early in the design distinguish between different hold areas. should match the on-airport wayfinding
process between the client, architecture, Accent lighting, or bold patterning can program. Their wayfinding experience
interiors and signage teams can greatly be used to accentuate a path or highlight doesn’t end until they board their flight or
reduce the number of signs by building an entry/exit opening. Dynamic displays are on transportation leaving the airport.
intuitive wayfinding cues into the design of or messaging engage users and allows The airport wayfinding system and the
an airport’s spaces. wayfinding systems to adapt to many information touchpoints along the
changing conditions. way are the continuum between these start
and end points.

Time &
Efficiency
Time and efficiency are the top priorities for many passengers at SFO. In today’s
society, time is precious and to waste it — or feel as though someone else is
wasting it—is unacceptable, especially in a customer service environment.

VALU E S
TIME AND EFFICIENCY
Revenue Generation
Wayfinding
Time & Efficiency

Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel
“A journey of a
Technology
thousand miles
must begin with
a single step.”
–LAO TZU, CHINESE
PHILOSOPHER
A PRIORITY FOR PASSENGERS
Operations at SFO are constantly The perception of time and efficiency

striving to increase their output and are most often perceived emotionally
speed – but in a complex environment, and psychologically rather than
upsets happen. It’s ultimately the rationally – hence the feeling of
customer-facing response that frustration or anger that your time is
matters most. In addition to airport being wasted. People rarely keep track
operations, it is worth considering of the statistical averages for queuing
how passengers think about the speed at different airports, and
airport environment. What might be while passengers will notice if a task
outside SFO’s control is woven into they have gone through before takes
the narrative of 'When I was at SFO an exceptionally long time, those
... my plane was late ... TSA agents instances when the queue is just a bit
were rude… etc.’ Recognize that longer can be handled with a variety of
much of the perception of time and different strategies.
efficiency is just that – perception.

MANAGING THE WAITING PROCESS
An important aspect concerning the Occupied Or Useful Time Fairness

psychology of waiting is perception Another important aspect of waiting is Another aspect about productive
and expectations. Essentially, if a that occupied time feels shorter than wait time management is related to
customer expects a certain standard unoccupied time. This perception is feelings of powerlessness and lack of
of service and perceives the delivered captured in many well known and respect. For instance, unexplained
experience to be better than their oft-quoted cultural colloquialisms waits feel longer than explained
initial expectations, that customer such as 'a watched pot never boils’ or waits. Unfair waits, like a situation
will be satisfied. Conversely, if 'it’s as boring as watching paint dry’, when someone who has arrived later
the customer perceives the service but it becomes especially frustrating but is being helped first, is more
experience to be worse than they were in situations in which people have psychologically distressing.
expecting, they will be unsatisfied. no choice in the course of their
All of these factors can be distilled
One could take this a step further experience. While these in-between
into something very basic, which
and say that if SFO were to deliver a or 'fill’ times are largely unavoidable,
is people want to be acknowledged,
higher standard of perceived service, an airport can easily provide material
given correct information about the
then passengers would automatically to help people feel like they aren’t
reason for and the expected length
begin to compare and contrast their wasting time. To be most effective,
of their wait, and they want to have
experience to other airports—an information or activities should either
something productive they can do in
outcome that could help SFO reach be useful or enjoyable unto themselves
the meantime – especially if it will
their goal of being rated number or in some way related to the
help them make up the time they are
one. Restaurants are particularly experience at hand. One opportunity
losing while waiting. The best hotels
nimble at handling this phenomenon might be providing menus and
do this seamlessly, where every service
of perception and expectations and ordering options for customers in
seems effortless and the message
very often give customers a longer line at security checkpoints. This
being sent over and over again is: “We
wait time than is actually the case. tactic also addresses the feeling that
care for you and your time. We respect
When customers are seated earlier pre-process waits seem longer than
you and your time and we want to
than they expected, their perception in-process waits; any opportunity to
provide you with a great experience”.
of the service is that it is performing provide customers with information
Borrowing from this model for airport
well and they are satisfied. In Sasser’s or activities that relate to their journey
environments and service models
“Management of Service Operations”, in some way will make the overall
would likely dramatically increase the
“Speed provides another example employing a slightly
more hands-off tactic is given:
experience more pleasant.
perception of experience in what has
unfortunately been transformed from
the one genuinely “A well-known hotel group had
received complaints from guests about
WAITING IS a joyful, exciting journey into one that
modern pleasure.” excessive waiting times for elevators. FRUSTRATING, many people dread.
After an analysis of how elevator
service might be improved, it was
DEMORALIZING, It is important that all support goes
initially to doing the basics right. The
–ALDOUS HUXLEY, AUTHOR AGONIZING,
suggested that mirrors be installed Harvard Business Review has this
OF BRAVE NEW WORLD near where guests waited for elevators.
The natural tendency of people to
AGGRAVATING, to say: “First, delighting customers
doesn’t build loyalty; reducing their
This sentiment holds true especially to be described as above (frustrating,

check their personal appearance ANNOYING, TIME effort—the work they must do to get
in situations in which people may demoralizing, etc.) are especially

substantially reduced complaints,
although the actual wait for the
CONSUMING their problem solved—does. Second,
acting deliberately on this insight
already be feeling powerless. The
environment and experiences that
prevalent in the airport environment
and need to be addressed in an effort
elevators was unchanged.” AND INCREDIBLY can help improve customer service,
customers have at SFO are reflected to improve customer experience. EXPENSIVE reduce customer service costs, and
decrease customer churn”. Like a good
in numerous ways, from customer While it is assumed that SFO and its
food pyramid, the basics live at the
satisfaction (as seen in reviews and vendors will address the mathematical
bottom—with customer service and
complaints) to the memories and and logistical aspect of improving
good communication in the middle
stories of experiences, and even in queuing efficiency, a focus on
and those special extras truly being
the decisions to spend – or not. The improving the experience of waiting
the cherry on top.
specific triggers that cause waiting is also required.

CASE STORIES TIME & EFFICIENCY STRATEGIES TIME & EFFICIENCY
START! Strategies for implementing Time and Efficiency

WALKING TOUR
MINNEAPOLIS, USA
Activities to do with extra time 1 2 3
The Minneapolis-St. Paul International Airport (MSP) has
MANAGE EXPECTATIONS USEFUL TIME PROVIDE INFORMATION
teamed up with the American Heart Association’s nationally
recognized Start! Walking program to offer a way for customers The essence of managing expectations Implement ways for passengers to use Removing obstacles and making
to stay fit while traveling. Passengers walk the official 1.4- is under promise, over deliver. While their time efficiently. Options could information accessible and easy to
mile walking path or kick it up a notch and add a few more it may seem only applicable to service, range from perusing the concessions understand is important for time
concourses. Visitors participating in this walking course consider it from an architectural menu while in the security line to and efficiency. Consider obstacles in
access a means of not only staying healthy but also achieve point of view. Can the passenger find spending time doing something circulation paths, blocked views and
a sense of time well spent. what they need quickly or is it difficult relaxing while waiting for a delayed other architectural elements that will
to track information in the building flight, like using a yoga room, or taking make it difficult for the passenger
because of confusing layouts, fussy a walk along a path in a meditation to move through the terminal in a
finishes or poor light levels? Take garden. Most importantly, it’s not timely manner. Additionally, provide
into consideration the necessary just waiting. information on wait times.
elements needed to integrate
technologies like interactive maps,
dynamic signage and productive
wait time technologies.
COPENHAGEN
AIRPORT,
COPENHAGEN
Rated the best at security processing 4 5
PROVIDE ACTIVITIES PLAN FOR LESS WALKING
In an international Skytrax survey, passengers rated the
Copenhagen airport as having the best and most friendly
Consider what passengers might be When possible in the planning
security process.
doing if they weren’t at the airport process, minimize walking distances.
Not only are staff friendly, but queues are also efficient which and allow them a way to do it. Long walking distances and lack of
results in shorter wait times. In 2012, average wait time was Working, exercising, resting, relaxing, linearity can add to an impression of
measured at 3.5 minutes. shopping, eating, socializing, inefficient space and waste of time and
exploring and learning are some energy and generally contributes to a
great places to start! poor level of service.

SFO LEADERSHIP INTERVIEW TIME & EFFICIENCY
TERENCE
YOUNG
ROLE: Senior Designer, Gensler
WHAT TIPS WOULD HOW DO YOU SEE AIRPORT HOW DO YOU THINK WHAT IS UNIQUE
YOU GIVE TO SOMEONE PLANNING EVOLVING IN THE DESIGNERS CAN MAKE THE ABOUT SFO?
DESIGNING AN AIRPORT? SHORT TERM FUTURE? CUSTOMER JOURNEY MORE San Francisco is a rare community to
1. Any designer working with the 1. Greater reliance on passenger
TIMELY? MORE EFFICIENT? design for: I view it as a privilege to work
traveling public has to balance many self service, at least in the 1. Craft spaces that allow space for with this municipality and operator. The
design inputs for both the operators domestic market passengers traveling with bags in client group communicates well with the
and the public and create unfamiliar surroundings. design team, has a vision of the airport’s
a priority list. 2. Greater need for airports to de- future that is grounded in values of
institutionalize their retail and 2. Craft elegant and beautiful spaces quality, sustainability….both core values
2. Craft an emotional journey that truly activate their public spaces as but try not to complicate the that I share. The SF team has been
can change each time a traveler cultural and community centers senses so that signage is obscured collaborative throughout our projects
visits the building. At any one time or difficult to understand due to and has been a partner in the design of
the passenger might be suffering 3. Consider public / alternate
the space. each solution. I find that the leadership
from any combination of fatigue, transportation to and from the
is directive without being prescriptive
stress, fear, hunger and thirst, or airport to reduce passenger car 3. Efficiency is about clarity and about the design solutions…meaning
anger. Seek to create a calming, traffic and parking spaciousness. the airport is open to exploration and
inspirational journey. 4. Non airport uses being integrated innovation in both planning and design.
3. Don’t rely on retail alone to activate into airport business districts

to benefit from passengers and WHAT INTRIGUES YOU
a space. Don’t rely on Art alone to
make a space inspirational. associated populations: hotels, ABOUT AVIATION AND
non-secure land-side retail, TRANSPORTATION DESIGN?
transportation hub retail and
dining, technology office, Two things: I believe that airports
creative office and transportation design bring
communities together (reduce car
5. Greater range of aircraft as airlines usage by using transportation projects,
adjust to fuel costs and adapt/merge and through experiencing different
cultures by way of air travel). The
second reason is that they are actually
civic projects in disguise: a transit or
airport connection is a traveler’s first
impression of a city. It is both a civic and
cultural front door that CAN (if designed
properly) communicate the values of the
communities they represent.
They are program-rich. It takes the

full commitment of all of a team of
designer talent and analysis and problem
solving capabilities to create solutions
that impact both performance of the
operations, the spirit of the passengers
and the financial success of the operator.

Arts &
Culture
SFO has distinguished itself from other airports by providing a
rich and exceptional arts experience. The collection held by SFO
Museum, the only accredited museum housed in an airport in the
United States, has an incredible range of pieces, many of them the
work of highly merited San Francisco and Bay Area artists.

VALU E S

ARTS & CULTURE
Revenue Generation
Convenience & Service
Wayfinding
Time & Efficiency
Arts & Culture

Health & Wellbeing
Sustainability
Look & Feel
Technology
SFO’S ARTS PROGRAM HAS TAKEN

FORM THROUGH TWO DISTINCT
BODIES: THE SAN FRANCISCO ARTS
COMMISSION AND SFO MUSEUM.
HISTORY OF ART AT SFO
A
rt and Culture at SFO is at SFO Museum
the heart of place-making SFO Museum grew out of a
and in fostering a humane collaborative effort between the SF
and interesting experience. Airport Commission and the San
Francisco Museum of Fine Arts in
SFO Arts Commission
1980. Its charge is to offer rotating
SFO’s Arts program is created by two
exhibitions to humanize the airport
distinct bodies: the San Francisco
environment, and reflect the cultural
Arts Commission and SFO Museum. A UNIQUE PLACE FOR ART
life of the Bay Area. Currently,
In 1977, the San Francisco Arts
A
the museum hosts twenty galleries
Commission, a public agency created
throughout the airport’s terminals, s a public space experienced installation pieces directly into the the unique character of SFO. The
in 1932, spearheaded the arts program
as well as the Aviation Library and by over 40 million architecture. Artworks also function airport’s collection is also tightly
at SFO during the construction of
Museum and an aquarium. Exhibits travelers each year, design as landmarks orienting passengers linked to the rich artistic institutions
Terminal 3, to bring the public into
cover a wide range of themes, all consultants have many opportunities along their journey between gates, of San Francisco including the De
contact with the cultural landscape of
providing a venue for the 40 million to incorporate art in unique ways passageways, baggage claim, and Young and Asian Art Museums.
San Francisco. The commission was
annual passengers to explore history, during the upcoming expansions exits. As an example, the netted By increasing the links with local
and has been involved in developing
art, science and culture. and renovations of terminal spaces. installation of Janet Echelman’s museums, galleries, and schools,
the infrastructure and overseeing The Commission and Museum’s “Every Beating Second”, placed under the airport serves as an unmatched
the aesthetics of the city. The Arts In 1999, SFO became the first art distinguishes SFO from other a skylight in the ceiling of SFO’s T2, artistic venue for the region in putting
Commission continues its role as museum within an airport to receive airports, fostering an authentic sense marks a recompose and plaza space the global community of travelers into
curator of the permanent art on accreditation from the American
of place, while providing passengers within the terminal. While it serves as dialogue with the city’s local heritage
display throughout the airport. Its Alliance of Museums, and has become
with visual stimulation, education, a landmark, the sculpture shifts the and culture. At the same time, the
collection of sculptures, paintings, a leading model for how museums and diversion from the stress of perception of space, creating an awe infusion of both world-class and local
mosaics, and environmental artwork operate in public spaces. their journeys. In addition to more inspiring moment in the passenger artistic expressions marks and brands
encompasses over 75 pieces, 60 of traditional gallery type exhibits, journey. Through the inclusion of SFO both regionally and globally.
which are currently on display. the large scale of space creates the artwork made by Bay Area artists,
possibility for integrating large the SFO Arts program strengthens

ART, LIKE NATURE, HAS BEEN INTERVIEW ARTS & CULTURE
BLAKE
SHOWN TO HAVE RESTORATIVE
EMOTIONAL AND MENTAL EFFECTS,
TO EASE BOTH FATIGUE AND
RESTLESS BEHAVIOR.
SUMMERS
ROLE AT AIRPORT: Director & Chief Curator of SFO Museum
BENEFITS OF ART IN THE AIRPORT

CAN YOU DESCRIBE THE WHAT ARE SOME BASIC LIST THREE SAN FRANCISCO
T
he primary concern of The beneficial healing effect of helps ease the stress of travel. Offering
ARTS PROGRAM AT SFO? DESIGN PRINCIPLES FOR PLACES THAT YOU WOULD
any traveler is to reach a art has been proven. Behavioral meaningful experiences, art inspires The arts program at SFO is divided into
ART SPACES? RECOMMEND A FRIEND
destination; so the ease scientists have found that art, like a whole range of people in unexpected two main groups: Light levels are extremely important,
VISIT:
and efficiency of this process is the nature, has restorative emotional and ways and enhances the journey. you need to control the lighting when 1. A visit to the DeYoung museum
1. The Public Art program, which is
purpose and priority of every airport. mental effects, to ease both fatigue displaying art. Also some cases need to be
headed by Susan Pontious and the SF 2. Lunch at the Moss room in the
There are many ways in which art and restless behavior. Another ART Public Arts Commission
climate controlled.
California Academy of Sciences
and culture can aid in uplifting
the passenger experience. Besides
study completed by psychologists
found that viewing visual art while
INSTALLATIONS 2. SFO Museum which is responsible WHAT ARE SOME AREAS 3. Visiting the Asian Art Museum
CAN BE OF OPPORTUNITY FOR THE

for changing exhibits, the Aviation
cultivating a more pleasant and waiting correlated with a significant Museum, and the Library & Archive. AIRPORT?
compelling place, art installations
can be instrumental for orienting
reduction in restless behavior such as
pacing, queries to service staff, noise,
INSTRUMENTAL HOW HAS THE ART Having islands or “parklets” for art.
passengers in space. This purpose fidgeting, etc, as well as an increase FOR ORIENTING PROGRAM INCORPORATED
TECHNOLOGY?
There’s more opportunity in the pre-
security spaces. Also exploring more pop-
should be considered carefully by
design consultants when locating site
in socialization. The presence of
art, both as integrated within the
PASSENGERS IN SFO Museum is working on a new
up retail.
specific artwork at the airport. architecture and displayed in exhibits, SPACE. website (http://www.flysfo.com/web/page/ WHAT ARE SOME OF YOUR
sfo_museum/) and we’re incorporating
different types of technology to display our
FAVORITE MUSEUMS?
programming and art. Prado for the art, the Louvre, and
the California Academy of Sciences
We have an Info Terrace being planned
for the spaces.
which will have digital displays, takeaways
with mobile technology and blue dot
technology with navigations.
ARTIST INTERVIEW ARTS & CULTURE ARTIST INTERVIEW ARTS & CULTURE
JANET KENDALL
ECHELMAN
ROLE: Visual artist BIRTHPLACE: Tampa, FL MEDIA: Public Art & Sculpture
BUSTER
ROLE: Sculptor BIRTHPLACE: Selma, AL MEDIA: Sculpture
YOUR WORK FOR SFO WAS WHAT WAS THE IF YOU COULD CREATE A WHAT WAS THE
SMALLER SCALE THAN SOME INSPIRATION FOR YOUR WORK IN ANY PLACE IN THE INSPIRATION FOR YOUR
OF THE LARGER SCALE WORK AT SFO? AIRPORT, WHERE WOULD IT WORK AT SFO?
URBAN WORK THAT YOU’VE Visually, the sculpture evokes the contours
BE?
I was interested in designing a form
DONE, WHAT WERE SOME OF and colors of cloud formations over the Right where it is. that evoked associations with both
THE CHALLENGES? Bay. Aesthetically, the sculpture looks topographical maps and cloud formations.
both backwards and forwards—it draws IF YOU WERE A PASSENGER I wanted a very ephemeral presence, a
Integrating within the architecture of the
its color from the heyday of psychedelic large bold form that was not heavy and that
terminal is about finding the right scale—
music, the Summer of Love, and San
GOING THROUGH SFO, WHAT
reflected and refracted light. So I used
not too big and not too small. As a team, I
Francisco’s prominence in the beat WOULD YOU LIKE TO SEE OR a lightweight armature covered in semi-
think we found the sweet spot. DO?
poetry movement. It also references transparent scrim. I am always interested
the contemporary bay area as a hub of in ways in which my sculptures can
I’d like a bean bag chair underneath the
innovation and interconnectivity for the converse with the particulars of a given
sculpture where I could look up through
world of technology. architectural space and so I was drawn
the round skylight, with people passing by
to the opportunity to site the sculpture
on all sides, but I’d be in an oasis of calm
on either side of the mezzanine entrance
contemplation.
walkway. I hoped that the work would read
as if the segments that make the form
WHAT IS THE TITLE AND had drifted apart, that the two distinct
WHERE DOES IT COME groupings on either side of the walkway
FROM? were part of a single form.
The title, “Every Beating Second”, refers to

a line by Allen Ginsberg who was involved WHAT WERE SOME OF THE IF YOU WERE A PASSENGER
in the San Francisco Beat Poetry scene, CHALLENGES IN CREATING GOING THROUGH SFO,
speaking about heightening awareness of WHAT WOULD YOU LIKE TO
THE WORK FOR SFO?
the present moment: live in the physical
world moment to moment I must put
SEE OR DO?
It is always a challenge to work with large
down every recurring thought— stop every suspended forms in terms of balance and So many airports can seem crowded,
beating second (11-16). creative ways in which the suspension stressful and compressed! I love the
cables can become an integral part of openness of the airport. The calming
HOW DID YOU START YOUR the design. In this case we used a kind ambiance and lack of business. On
DESIGN? of “falling rain” grid of thin cables that longer layovers one is so often stuck with
are part of the visual language. Site prep few options for looking and dining and
I was asked to create a “zone of (preparation of the ceiling for example shopping. I LOVE the art in the airport
recomposure”. For travelers I wanted to in such a way as to provide the proper and the ways in which the works are
create a transformative element—in our attachments) and the exactness the displayed as if in a museum! Think how
busy urban lives, I want to create moments cabling system required was a challenge. much time people spend in airports
of contemplation. But we had an excellent coordination with and how the high end good food policy
Gensler, the construction architects, my (no franchise—local food) and first rate
I hear that underneath the artwork people studio, public art, and the riggers! A great artworks just enhance that experience!
stop, look up, and slow down the pedestrian creative team! More airports should follow the SFO model!
traffic to take a moment to look up.

CASE STORIES ARTS & CULTURE STRATEGIES ARTS & CULTURE
RIJKSMUSEUM Strategies for implementing Arts & Culture

SCHIPOL INTL.,
AMSTERDAM
An authentic art experience 1 2 3
SMALL GALLERIES ART PROGRAMMING ATTRACTING ATTENTION
The Rijksmuseum in Schipol International Airport in
Amsterdam has one of the oldest dedicated museum spaces Museums are now emphasizing more
When space planning, consider Consider ways to draw people towards
in a post security airport space in the world. The success of interactive and participatory exhibits.
art and its placement at the onset. art exhibits. In the rush of the airport
Rijksmuseum is in part due to the dedicated museum space that SFO already offers interactive
Consider special niches that attract environment, people don’t always
reflects the larger institution located in Amsterdam. Passengers spaces for children, like the Kid’s
passengers from the main circulation, notice spaces that are tucked away
from all around the world not only get to interact with classic Spot, which features interactive
allowing them the option to linger. or aren’t visible from the concourse.
Dutch art but have the opportunity to be in a “non-airport like” displays of weather elements from
Bright colors, special lighting
environment and experience an authentic Amsterdam feel— the Exploratorium in San Francisco.
elements or a change in finishes are all
a luxury that all travelers appreciate. Designers have the opportunity to
ways to approach this. Also consider
consider these great ranges in airport
different methods of promotion
supported art programming. Creating
including marketing and outreach on
a variety of spaces for the installation
www.flysfo.com.
or showcasing of art is essential.
4
INCHEON AIRPORT, OTHER ARTS
SEOUL, KOREA While the current arts programs focus

primarily on the visual arts, consider
opportunities to incorporate other
Bringing the culture of Korea to art forms, such as music into the
international passengers airport environment. If the music
program were to be expanded,
consider appropriate locations, i.e.
Korea’s Incheon Airport has a host of services to occupy the
near places where people can stop to
passenger’s time, ranging from a golf course and casino to
enjoy the music.
spa services. One space that has been especially popular with
international passengers is the Korean Traditional Experience
Center. Visitors can try on traditional Korean costumes, view
and actually try their hand at various crafts.
Visitors can also enjoy traditional performances such as dances

or performances with traditional instruments. Admission is
free for all departing and transfer passengers. It is a way for the
airport to give a lasting impression of Korea to foreign visitors.

Long known for healthy lifestyle choices, San Francisco and the greater Bay
Area is the perfect place to look to for inspiration when integrating health and
wellbeing into the customer experience at the airport. SFO as an organization
has made a significant commitment to caring for the mental, emotional and
physical wellbeing of its passengers and employees.
102 SAN FRANCISCO INTERNATIONAL AIRP ORT 103

VALU E S
HEALTH & WELLBEING
Revenue Generation
Wayfinding
Time & Efficiency
Arts & Culture
“Stress is cited as a common reality
Health & Wellbeing for travelers with more than a third
believing travel is worse than work
Sustainability
Look & Feel
Technology
and nearly a quarter thinking its as
stressful as moving house.”
– CPP STUDY
HEALTH AND WELLBEING AT SFO
W
Post Security
hen it comes to
considering health
THE MAIN
and wellbeing in the STRESSORS CAN
airport experience, many factors are
important, but paramount to them all
BE DIVIDED
is the reality and consequences of an INTO THREE
unusually high level of stress that the
airport experience causes for many
DISTINCT CAUSES:
people. Stress is cited as a common WAITING, STRESS
reality for travelers with more than
a third of travelers believing travel is
CONCERNING At Ticketing
worse than work and nearly a quarter LOGISTICS, AND
think it is as stressful as moving
STRESS FROM During Security
WHERE IS
house. The research, which surveyed
2,000 British travelers and was THE BUILT THE MOST STRESS?
conducted by credit card insurer CPP,
also cites that nearly 9% of people
ENVIRONMENT
avoid flying altogether because of
know intuitively the answer to this
airport stressors. Most people find
question and we will undoubtedly
that anxiety increases exponentially
be in part correct, there is a
up to checkpoint, where it skyrockets, Pre Security
tremendous amount of complexity
and is then dramatically reduced
to answering – and addressing – the
immediately after. For many
question holistically. If we begin
travelers, the stress might be most
to break down the main stressors,
intense at the security checkpoint
they can be divided it into three
but it will remain a constant presence
distinct causes: stress from waiting,
until they are seated on the plane.
stress concerning logistics and
Though it may seem an obvious interpersonal interaction with
question, it is one that still needs services, and stress from the built
to be asked: “Why the intense environment and the physical
stress?” Though we may think we and abstract elements therein.
104 SAN FRANCISCO INTERNATIONAL AIRP ORT THE PRINCIPLE S OF R.E.A.C.H. 105
CREATING A NATURALLY
HEALTY AND HARMONIOUS
ENVIRONMENT CAN REDUCE
STRESS SIGNIFICANTLY
HEALTH AND WELLBEING AT SFO
Visual Overload Materiality

Service Holistic Built Environments
to some extent, have the potential to Another important factor that causes When considering health and unhealthy standards. Additionally,
The service experience at airports Creating a naturally healthy and
affect the environment in which they discomfort and stress in the airport wellbeing a number of aesthetic using systems that deliver air in a
in many ways links directly to harmonious environment can
work. Ultimately, if the operational is sensory overload. Competing choices must also be tempered with sustainable fashion and more directly
the anxiety, stress and negative reduce stress significantly. It is of
systems flow smoothly and for space and attention at critical healthy choices. For example, many to customers as well as planning
psychological outcomes of the typical utmost importance for the health
passengers understand how to move decision points is a cacophony of materials approved for commercial for daylight, all have a tremendous
passenger experience. At SFO it is and wellbeing of passengers and the
through their journey as seamlessly visual clutter -- signs and cues, each applications have a tremendous effect on the mental, emotional and
important to remember that the employees who interact with them
as possible, it can be assumed shouting for the attention of the amount of chemicals in their physical comfort of passengers. These
airport does not control all points every day that the space they inhabit
that their attitude towards -- and harried traveler. Visual cues such makeup. Looking for alternatives choices and new standards are the
of the journey. TSA and the airlines creates the same sort of experience
communication with -- employees as signage, medical devices, trash to these materials can be an foundation for creating environments
play a major role in setting the tone that a superior hotel might. Well-
and services of third party vendors bins, art and advertising can all opportunity to cultivate a healthier that are more sustainable not only
of the customer’s journey. This reality planned environments that have a
will be improved. Additionally, the vie for attention, serving only to interior environment and establish from an environmental standpoint
begs the question, “What is the legitimate sense of place, a strong
question of how SFO can affect third strain customers’ senses until they SFO as a leading organization in but from a social one as well.
airport to do about those experiential aesthetic presence and relate in
party spaces should be asked. It is are completely overwhelmed in the re-working of established,
touch points over which they have some way to the airport as a whole
the responsibility of designers to their decision making. Ultimately,
little to no control?” In many ways, are ultimately successful both from
push the envelope and say “Can we a hierarchy needs to be established
the answer to the question is a an experiential and a revenue point
affect the lighting at TSA? How can among all of these necessary visual
roundabout one, and much like the of view. It is perhaps more difficult
we make passenger traffic flow better elements as well as recognition that
increased revenue from pleasant to quantify, but the success of T2,
up to, and immediately after, that it is the overall environment—the
environmental design, like that seen which relies on a human-centric
area? How can we improve upon holistic outcome of the space—
at T2, it may well be the secondary and experiential set of design
the experience?” By asking these that takes precedence over any
and tertiary outcomes of caring for parameters as well as the cultivation
questions and forming relationships one element. Additionally, a
not only the customers but also the and nourishment of new, cutting
with people who oversee these areas, consistent treatment of large scale
employees. Much like a space needs edge vendors like Napa Farms,
the overall airport experience will and obtrusive visual elements
to tell passengers that they are being demonstrates the success that can be
benefit, including the wellbeing must come into play. Providing
cared for and respected, so too it had from supporting unconventional
of all who work at and visit SFO. advertising pieces within a niche or
must do the same for employees who and innovative design.
other home not only improves the
work there. While SFO has no direct
look of them, but also serves to re-
bearing on TSA employees, it does,
frame the conversation concerning
advertising, bringing focus to the
overall passenger experience.

CASE STORIES HEALTH & WELLBEING STRATEGIES HEALTH & WELLBEING
BUTTERFLY Strategies for implementing Health & Wellbeing

GARDEN
CHANGI AIRPORT
SINGAPORE 1 2 3
A tropical habitat with lush vegetation WELLNESS PROGRAMMING SENSORY AMBIENCE STRESS REDUCTION
Capturing some the lush vegetation that Southeast Architects and designers have the An important part of the passenger It is important for designers,
Asia is known for, Changi is able to infuse nature into unique opportunity at SFO to propose experience has much to do with consultants and airport employees
the airport environment with various garden spaces and execute innovative wellness our non visual senses. The quality to be constantly asking, “How do I
forming the Nature Trail. The Butterfly Garden is just programming. The SFO Yoga room of air, ambient noise and tactile reduce stress at the airport?” This
one of these spaces which allows passengers to learn and has proven to be extremely popular variety are all design elements that key element is the most essential
explore in an environment full of wonder and delight. with passengers and has re-framed are often under-considered, but component in driving a better
Gardens such as this serve not only as a welcome respite the conversation about the airport that greatly impact the passenger passenger experience. Productive
for passengers who just need to take a breath of fresh air, experience. Considering food and experience. Thinking about ways to wait times, communicating clearly
but as an educational environment for children as well. beverage tenants who provide fresh, increase the quality of delivered air, and accurately as much as possible,
locally produced goods creates an provide natural indoor elements, incorporating amenities that
atmosphere that is not only healthier, decrease the cacophony of audio alleviate or minimize stress and
but is also a genuine reflection of distraction and provide rich textural ensuring that spatial ambiance and
San Francisco values. There are variations in materiality will quality are at the highest standard
also opportunities for exercise benefit the overall experience. are some, but not all of the techniques
NAPCAB ROOMS, programming such as walking paths. designers, consultants and SFO
employees can use to address the
MUNICH issue of passenger anxiety and stress.
AIRPORT
A place to relax in Munich 4 5 6
Long layovers can be a nuisance, particularly
CLARITY AND HEALTHY BUILDING NATURE
WAYFINDING CONCEPTS
when traveling through multiple time zones
and getting into places at odd hours.
A chief strategy to alleviating Buildings today have advanced in Natural elements give the brain a
Munich Airport (MUC) has reached the perfect passenger stress is clear wayfinding, both materiality and construction. break. Essentially, visual clutter
solution by offering an area for sleeping, relaxing particularly for travelers new to Specific building elements that are overwhelms the human brain. Just
and chilling. Included in this space are Napcab the airport. Having clear signage important include integrating views by looking at nature, the negative
rooms to catch up on sleep or relax with good that assists navigation is one of to nature, having indoor greenery, effects of over-stimulation are
music, which can be rented out by the hour. the most important elements in incorporating natural lighting, mitigated and the brain has time
Adjacent to this area is a section filled with airport planning. Additionally, introducing low velocity air and to reset, decreasing stress and
greenery and a variety of seating types for comfort, consider including intuitive using natural materials. Another allowing for better mental clarity.
relaxation and lounging, coupled with plenty wayfinding elements like unique aspect of a healthy building is to
of outlet spaces to recharge mobile devices. All architectural and art elements, use have spatial and visual diversity
in all, it’s a perfect place to recharge not only of color and views to the outside. to make it pleasing to occupants.
mobile devices but the mind and body as well! For reference, check the San
Francisco Green Ordinance.
INTERVIEW HEALTH & WELLBEING
DENISE AUDREY
PIERI LAWRENCE /
ROLES AT AIRPORT: Wellness Coordinator & Manager, Safety, Health and Wellness
HOW DOES SFO WHAT ARE SOME OTHER WHAT ARE SOME OF THE
PROMOTE HEALTH AND WAYS HEALTH AND REQUESTS YOU’VE HEARD
WELLBEING FOR GUESTS WELLBEING CAN BE REGARDING HEALTH AND
AND EMPLOYEES AT THE INTEGRATED AT THE WELLBEING?
AIRPORT? AIRPORT?
• Sleep Pods
SFO actively promotes health and The Airport continuously strives to
• Wellness and Exercise Classes
wellbeing through a wellness model that provide a balanced wellness program for
consists of four components: physical, its employees and traveling guests which • Group Activities
emotional, spiritual and financial. The encourages living a healthy lifestyle. A
Airport Commission provides employee few ways wellbeing can be integrated at • Fitness Center
workshops, health fairs, and a number the Airport:
• Farmers Market
of activities that support our wellness
mission. SFO has consistently been • A par course around the terminals
We are listening! The Airport continues
ranked as one of the top 10 Healthiest where passengers can stretch
to encourage guests and employees
employers in the Bay Area by the San and exercise while waiting for
to communicate through our various
Francisco Business Times. their flight.
modes of communication. Our guests are
• A walk around the terminals will welcome to provide comments at:
To better serve our traveling guests we
have a Recompose Area and Yoga room allow guests and employees to view
• Information booths located
located in Terminal 2, past the security art exhibits, purchase healthy food
throughout the Terminals
checkpoint. Here, guests have the or watch the latest construction
opportunity and space to comfortably projects . One lap around the airport • Visit flysfo.com
repack their belongings, stretch and is approximately one mile!
relax before heading to the gates areas • Another idea is to have a play room/
for their flight. If guest are traveling play area for children to watch
with children they are invited to visit children videos and have fun before
our “Kid’s Spots” play areas, located post their flight.
security in Terminal 2 and Terminal 3.
• Place a piano in one of the terminals
where students from local music
conservatories and programs come
to play.
• Healthy Cooking demonstrations

from the famous chefs who have
restaurants at SFO i.e. Tyler
Florence and Cat Cora.
• A quiet room for mindfulness where

someone can sit quietly to relax and
unwind or read a book.

Sustainability
As a long-time leader in environmental sustainability, the overall
goals of SFO are to make the smallest impact on the earth and
be an example in influencing positive passenger and employee
behavior, ushering in the next generation of caretakers for the
planet. This has local and global ramifications, affecting
passengers’ travel to different destinations.
112 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT

VALU E S
SUSTAINABILITY
Revenue Generation
Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel
Technology
SUSTAINABILITY AT SFO
Sustainable Leaders pass through the airport every year. gestures that affect behavior (e.g. the As the first terminal of its kind in the architect strategizing about creating
S
imilar to how the Bay Area This notion of engaging with the hydration stations,) all efforts must United States to achieve LEED Gold sustainable environments at SFO.
has proven itself a leader in people who are touched by the airport be focused on providing an improved, certification, SFO’s Terminal 2 has Designers should partner with the
the tech sector and health environment has the potential to reliable, innovative and delightful set the new standards for building SFO community to take into account
and wellbeing, the region is also a affect personal behaviors and shape human experience. It is important and construction at SFO. In the ideas about sustainability - and
leader in sustainability, creating and expectations around the topic of to recognize what efforts and future, new buildings and upgrades especially life cycle costs - as part of
enforcing the highest standards of sustainability, creating a ripple effect, innovations the airport is currently will be expected to meet LEED Gold the decision making process. Building
environmental policy and guidelines the impact of which is difficult to pursuing and also to continue seeking requirements and should strive a sustainable environment is about
as well as striving to innovate and measure but impossible to discount. new and exciting opportunities that to exceed them. While the LEED much more than checking off green
inspire future generations. The make legitimate environmental and system is useful for setting a course requirements and should be seen as an
Sustainability can be realized
airport, an extension and reflection social impacts, while keeping in for successful sustainable building, exciting and inspiring opportunity for
through both large and small efforts.
of the city of San Francisco and the mind the airport’s high level goals it should by no means be the only not just today but the future as well.
Whether it’s innovative systems
Bay Area, has the unique opportunity of treading as lightly as possible on standard of measurement. The Living
(e.g. displacement ventilation at
to be not only a leader in sustainable the earth and positively influencing Building Challenge is an even more
T2), large scale implementation
practices but also set an example human behavior. rigorous set of standards and can
(e.g. reduction of Green House Gas
for the millions of passengers who be a useful tool for any designer or
Emissions) or hospitality inspired

MANAGING RESOURCES
S
FO has been pioneering new ways to manage
and conserve the natural resources in what
is, ultimately, an incredibly demanding
environment. SFO has already begun to move
towards the city of San Francisco’s GHG reduction
goals of 25% by 2017. With an overall reduction
of 19% as of 2010, SFO continues to work with
their operations to decrease emissions and offers
financial and physical facility support for GHG
reduction by SFO enterprises.
WATER
Efforts in water conservation include, but are not
limited to, installing low flow fixtures, eliminating
unnecessary hydrant flushing and replacing old
or leaky pipes. SFO has reduced its potable water
usage by 14% from 2004 to 2010. It is essential that
SFO and its partners continue towards reducing
THE HUMAN STORY OF SUSTAINABILITY potable water usage as well as considering the best
systems to deal with greywater.
I
n addition to encouraging different The goal of reducing waste (all those configurations. Designers should also
types of sustainable practice, single use plastic bottles) was met consider the opportunity for social ENERGY
engaging the customer in the in a fun, engaging way that allows sustainability and human health. By In 2010, the airport had over 49 electrical energy
sustainable story is of great value passengers to take part in the solution. designing sustainable spaces at the efficiency projects implemented and had reduced
to SFO. By making environmental The design mantra for this type of airport, designers have the opportunity its electricity consumption by 6.3% compared to
stewardship personal and imbuing inclusion would be 'make it easy and to not only make an environmental 2004 electricity use. By implementing lighting
a sense of ownership into each and make it fun’ and the opportunities impact, but also positively impact the improvements, including requirements about
every passenger who moves through for these types of elements are many everyday lives of millions of people. efficient fixture types, HVAC efficiency and SFO
the terminal spaces, SFO has the – especially with the implementation Ultimately the message from the SFO Information technology energy saving measures,
unique opportunity to impact social of new and more plentiful passenger sustainability leadership is to engage SFO has eliminated the needless waste of energy
behavior in a serious way. An example amenities like amenities alcoves, the customer, continue innovating and created a greener campus. For the future,
of a sustainable and engaging element children’s play areas, museum spaces sustainable practices and test drive designers might consider more opportunities for
are the hydration stations at SFO. and market like concessions’ spatial new ideas! photo voltaics, daylight harvesting and greener
transportation.
ENVIRONMENTAL LAND MANAGEMENT

SFO’S INTERNATIONAL
STEWARDSHIP In an effort to mitigate the 32 acres of on-Airport TERMINAL WAS DESIGNED
Environmental stewardship is one of the key pillars in SFO’s mission to provide fill, SFO has actively improved 558 acres of
wetlands and tidal marshes and has created 84
TO MINIMIZE ITS
excellence in service. Greenhouse gas emissions reduction, energy conservation,
renewable energy, water efficiency, air quality, preservation of natural resources, acres on new wetland in the Bay Area – a more than ENVIRONMENTAL FOOTPRINT.
waste reduction, employee wellness and green building facilities are sustainable $20 million dollar effort. Additionally, the airport
has developed 50 acres of landscaping at the
THIS PROJECT LED THE WAY
SFO values. In keeping with the City of San Francisco’s Green Building
Ordinance, which is one of the most ambitious in the nation, all new construction airport, planting 2,020 trees of over 15 different TO SFO’S COMPREHENSIVE
at the airport will seek LEED GOLD certification under the LEED NC program species—an effort that not only fosters a sense
of place and pride for airport employees but has
GREEN BUILDING PROGRAM,
for green building strategies. The LEED rating system is a nationally recognized
independent, third party verification that a building meets high standards for resulted in an estimated 121 metric tons of carbon WHICH NOW INCLUDES A
environmental responsibility, profitability, and is a safe and healthy place for sequestration in 2010.
SUITE OF LEED-CERTIFIED
occupants. LEED has certification programs for new buildings, commercial
interiors, homes, retail environments, neighborhood developments and for the BUILDINGS.
ongoing operations of existing buildings.

CASE STORIES SUSTAINABILITY STRATEGIES SUSTAINABILITY
THE BULLIT CENTER Strategies for implementing Sustainability

SEATTLE,
WASHINGTON
Excellence in sustainable design 1 2 3
DAYLIGHT ENERGY + WATER EQUITY
On the cutting edge of green construction, the Bullit Center uses
a number of technical, legal, and social innovations to achieve the Incorporating optimal daylight Energy: SFO currently conserves Green development is about
highest level of ecological performance to date. The long term, 250- into all new spaces and renovations and creates energy using a number much more than just protecting
year design of the building is unfamiliar to financing institutions, contributes to a higher standard of of different tactics. Consider how the environment. It is also about
but plays a huge role in the sustainable gravitas of the project, human comfort and reduces energy to incorporate sustainable energy developing a people centered model
outlasting other estimates by almost 200 years. The builders consumption. Inspire the passengers. tactics into all projects. Solar panels in which opportunities, choices
have negotiated with building material suppliers to ensure their Making sustainable efforts visible and reduction of electricity usage are and dignity are available to every
products did not contain any of over 360 toxic chemicals. Energy to passengers makes stewardship just a few examples of possibilities. individual. Consider that the growth
neutrality is achieved with a large solar panel array on the roof of significant and meaningful. Focus on energy. Airports use power of the green movement must be
the building along with energy conservation measures that will 24/7/365. Small efficiencies in energy inclusive in order to truly thrive.
cut the building’s energy consumption to approximately 1/3 of a consumption add up. Water: It is Consider how your design affects
typical office building of similar size. Although the building will the ultimate goal of SFO to use no all passengers.
be connected to the electricity grid and may at times draw more more water than that which falls
power than it produces (especially during the winter), at other times naturally on the land SFO and it’s
it should produce enough surplus to “repay” such withdrawals, ancillary spaces occupy. Consider
yielding annual energy neutrality. Lastly, the structure includes using innovative and well known
social design elements to reduce consumer energy use: the building technologies and methodologies to
may provide immediate feedback on energy use and publicize the conserve water wherever possible.
energy consumption of each user.
OMEGA CENTER 4 5 6
FOR SUSTAINABLE AIR QUALITY BEHAVIOR + COMMUNITY MATERIALITY
LIVING, NEW YORK The quality of interior air is affected

greatly by the type of HVAC system
SFO is committed to impacting
human behavior in a positive way
Sustainable materials are a great
way to incorporate healthy choices
used, but is also impacted by the when it comes to sustainability. into the design while simultaneously
Using the building as a teaching tool materiality used in a space. Be Information about sustainability engaging passengers and other
conscious of materials that off gas that informs and engages the design professionals in an active
One of the highest achievements in sustainable design is to be or degrade in such a way that they passenger is of great value and there dialogue about sustainability.
certified by the Living Building Challenge. The Omega Center become toxic. It is also important to are plenty of methods to achieve this. Consider the cradle to cradle
for Holistic Living in Rhinebeck, New York not only serves as ensure that there are no conditions Besides additional signage for green implications of chosen materials
an educational environment but also reclaims natural water in under which mold would grow, elements, consider the addition of and not only recycled content.
its facility. It is the first building in the US to receive both LEED especially in the ventilation ducts engaging informational installations,
Platinum and the Living Building Challenge certification. and 'wet’ areas, like restrooms, as architecture and design that promotes
this greatly impacts the air quality of community and conversation and
It is a building which teaches visitors and occupants what’s possible a space and can cause serious illness. the opportunity to have a greater
in terms of environmental sustainability. dialogue with the larger Bay Area
green community.

/
INTERVIEW SUSTAINABILITY INTERVIEW SUSTAINABILITY
HOUSHANG SAM ERIN

ESMAILI MEHTA
ROLES AT AIRPORT: Environmental Services Manager & Senior Engineer
CUBBISON
ROLE: Senior Associate, Regional Sustainable Design Leader, Gensler
WHEN DID THE WHAT IDEAS WOULD YOU LIKE WHAT ARE SOME WHAT ARE THE TOP 10 WHAT ARE SOME BEST
SUSTAINABILITY PROGRAM TO SEE IMPLEMENTED IF IT OPPORTUNITIES FOR WAYS AIRPORTS CAN BE PRACTICE EXAMPLES FROM
START AT SFO? WAS NO HOLDS BARRED? FUTURE DESIGNERS AND GREENER? FOREIGN AIRPORTS THAT
In 1993 when we were working on the Ban the sale of bottled water in concession
ARCHITECTS AT SFO? 1. Eliminate red list chemicals as much
CAN BE INTEGRATED IN
airport master plan, SFO had to address and instead sell cups and water containers SFO is good efficiency-wise at energy as possible AMERICAN AIRPORTS?
issues of construction and how to deal to make the hydration stations ubiquitous. conservation but operationally, there Outdoor spaces integrated into the airport,
2. Efficient plane taxi-ing/take-off/
with hazardous materials. That’s when The weight of transporting water can still be some improvements. For especially in lobbies and transition areas.
landing to minimize fuel waste
compliance to regulations really began. contributes to the cost of water and yet we example, the natural light in Terminal 2
have the best water quality in the country. is great but operationally we still need to 3. Vertical axis wind turbines along
In 2008, SFO was recognized with an runways (and any other windy areas) WHAT ARE THE MOST
keep the lights on.
Environmental Protection Agency (EPA) We’d also like to have one day a week where SUSTAINABLE PRACTICES
4. Make taking public transit to/from
Award for its Environmental Programs. it’s an all vegetarian concession. It would Encourage employees, tenants and
airport free/very low cost
YOU’VE SEEN IN AIRPORTS
It was at that time we thought about slowly introduce the idea of the energy it other stakeholders to also participate AROUND THE WORLD?
carbon neutrality and zero waste and with takes to produce certain meals to the public. in sustainable practices. Take a look at 5. Make the wayfinding to public
Terminal 2, we were able to implement Adam Grant’s philosophy (professor at transportation VERY clear and easy to 1. Daylighting!!
some of these ideas. It would also be great to encourage follow and make the ticket purchasing
Wharton and author of Give and Take: A 2. Natural ventilation
community and have family activities VERY easy
Revolutionary Approach to Success), you
through things like the waterfall wall 3. On-site renewable energy generation
WHAT WOULD YOU LIKE TO in Boarding Area E. There are exercise
get more rewards from people. 6. Pay a living wage to all employees
SEE IMPLEMENTED AS PART bikes that generate energy to produce 7. Make landscape around airport into a
4. Healthy and organic food options
OF THE SUSTAINABILITY waterfalls. It’s a way for the public to feel valuable ecosystem, with storm water 5. Water bottle refilling stations
PROGRAM THAT HASN’T good about participating in sustainable retention
ALREADY BEEN INCLUDED? practices for energy.
8. All to-go ware required to be
We’d like to see landfill containers smaller compostable and have compostable
than recycling or compost containers to collection, right alongside garbage
encourage the public to recycle & compost. and recyclable collection.
9. Since airports are typically 1-2 stories,
We’d also like to see low flush urinals get
PV on roof surface has potential to
implemented to reduce water usage.
provide a significant percentage of
energy needed.
10. Perform ongoing commissioning of
energy and water consuming systems.

Look
& Feel
Overall aesthetics of a space are most harmonious
when designer and client come together to deliver
a beautifully and thoughtfully rendered space with
customer satisfaction and delight in mind.

VALU E S
LOOK AND FEEL
Sense of Place
Revenue Generation
Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
Look & Feel

Technology
T
he look and feel at SFO is Civic Minded Design
determined by the vision Looking toward conceptually driven,
and collaboration of design human-centric design in successful
consultants, SFO’s design and modern civic buildings, SFO strives
construction teams and executive to pair excellent programming with
management. By understanding the appropriate spatial volume, optimal
greater aesthetic vision of SFO for the daylight and conceptual drivers
future, designers can move collectively that are fresh and authentic. The
towards an aesthetic in which all International Terminal and Terminal
terminals can share a similar but still 2 have both become iconic buildings
unique design language. for SFO. Though very different,
both buildings have expansive
SFO has many different design
glazing that helps bring light to the
aesthetics from many different eras
interior, helping save on energy THE CHANGING AIRPORT LANDSCAPE
in its portfolio of buildings. A helpful
costs and creating an environment
analogy to understand the desired
that feels fresh and airy. Volumetric
make up of the future SFO campus Programming security recompose area, creating implications, but studies show that
and varied interior space planning,
is to consider that all terminals Major airport planning trends change congestion at the end of security these mobile passengers are happy to
modern, clean finishes and atypical
speak different dialects of the same as safety concerns, technological with less able passengers struggling rely on self check, tag, bag and board
furniture specifications inspired by
language. Designers and architects advancements and human behavior to put themselves back together. but expect enhanced amenities in
high end hotels are found at T2 and
should consider the shared vision of evolve. Even in the brief history of These types of changes have a major the airport terminals. Considering
have become the new standard for
the overall SFO campus. the past twenty years, airports have impact on the development of interior that the airport of the near future
interior design at SFO. It is helpful
Airport design, with its feet firmly undergone radical changes. Before planning. Poorly considered may be entirely consumer driven,
for designers to recognize these
planted in the civic arena, is as 9/11 the pre- and post-security divide outcomes of these spaces can result with self check, self bag and tag
successful design infrastructures and
much about the city and local pride was virtually non existent. Since then, in frustrated passengers. and self board becoming the norm,
interpret these ideals to help SFO grow
as it is anything else. New trends in airports have been required to add designers will need to be cognizant
into the well-positioned future campus Behavior
civic design have an optimistic and large scale security areas with an array of not only the spatial implications
it desires to be. It’s important for designers to
transparent directive. This type of of changing equipment and staffing of new technologies but also the
consider the way that human behavior physical housing of the technologies
architecture conveys to users that they needs. Most of these spaces had not
is changing. Today, many consumers themselves. It is important that these
are in a place that encourages open been originally planned for and a
navigate their world relying almost elements be consistently designed with
communication and are happy being tremendous number of new elements
exclusively on mobile technology. a look and feel that is cohesive and
'seen’. This should be considered in had to be absorbed into existing
What opportunities exist to enhance recognizable, terminal to terminal.
the design of spaces, particularly in layouts. As consumers well know,
their experience? It might be
large public areas and the entrance many airports don’t have sufficient
assumed that this doesn’t have spatial
and exits to the building. space to offer a legitimate post-

CASE STORIES LOOK AND FEEL
DESIGN ELEMENTS
JACKSON HOLE
AIRPORT, WYOMING
AMBIANCE MATERIALITY SCALE
Everyone has a favorite restaurant, Finishes may vary from terminal to Often airport design is meant to
hotel, bar, park or public space that has terminal but favoring neutral colors “wow”. With enormous interior
“just the right ambiance.” Ambiance and materials is desired, especially in spaces and grand formal gestures, Sophisticated yet approachable design
is an abstract concept, but a solid permanent installations and public architectural grandeur can instill in
realty that is easily detected when areas. Trendy materials might strike the passenger a sense of excitement
The Jackson Hole Airport might not be the first place that pops
done well. Ambiance comes from the a design fancy but are better suited for about their journey and a respect for
into mind when people talk about major aviation projects, but
harmony of all the design elements. concessions or short term lease spaces the city. This type of sensibility is
as far as look and feel goes, Jackson Hole has excelled. The
Spatial volume, light and air, finishes, that can be easily and readily a noble goal, but needs to be paired
materiality and design concepts capture perfectly the rural
furniture and art all work towards refreshed. It is also important to with a human-centric approach to
Wyoming feel without being kitschy. The finishes used on the
creating an ambiance that enhances consider the sustainable aspects of design, at both the architectural
project convey a sense of place and the end result is a warm,
the experience of a place. the material, not only for its recycled and the interior level. Ensuring that
approachable space that still feels sophisticated—perfect for
content, but also for the intrinsic, human comfort is met and hopefully
an idyllic resort town.
human qualities, durability and exceeds expectations is a prime goal
life cycle. for SFO. It is important for designers
to understand how human scaled
experiences impact the design. Will
people feel comfortable waiting for
their flight under enormously tall
ceilings? How are the acoustics in
these spaces? What about ventilation
and glare? How do the many
concessions’ needs, including proper
ventilation, loading and unloading
of goods, and branding, fit within the
architectural envelope? Too often
these elements must be retrofitted MADRID BARAJAS
into the design after completion.
Poorly conceived and implemented AIRPORT,
‘fixes’ end up distracting greatly from
the original architectural intent. SPAIN
Breathtakingly beautiful architecture
According to the New Yorker’s architecture critic, Paul

Goldberger, the Madrid Barajas airport is “more breathtakingly
beautiful than any airport I have ever seen.”
In Terminal 4S, the undulating roof brings in natural light and

the painted structure adds brightness and vitality to the overall
IT IS IMPORTANT architecture. Use of natural materials, such as wood for the
FOR DESIGNERS TO ceiling, also begins to enhance the space with a look and feel that
is atypical of most airports.
UNDERSTAND HOW
HUMAN SCALED
EXPERIENCES IMPACT
THE DESIGN.
T H E PR I NCI PL E S OF R .E . A .C .H. 127

GENSLER LEADER INTERVIEW LOOK AND FEEL
JEFF
HENRY
ROLE: Principal and Design Director, Gensler FOCUS: Retail and Hospitality
WHAT HAS YOUR ROLE BEEN WHAT ARE SOME OF DO YOU HAVE ANY
IN PROJECTS AT SFO? THE SIMILARITIES AND WORDS OF ADVICE FOR
I served as Design Director for the DIFFERENCES TO THE FUTURE DESIGNERS?
interiors for T2. I’ve also played that role VARIOUS PROJECTS YOU’VE Make sure they have an understanding
for the Boarding Area E and currently the BEEN INVOLVED WITH? of what the major trends of the time are
T3 East Expansion project. I was also an and it’s important to not just go there and
In Terminal 2, we looked at Bay Area
adjunct member to the Design Review stop. It needs to have longevity beyond
neighborhoods and the micro-climates,
Committee when the concessions planning those trends. Be mindful of Gen X and
but rather than take the San Francisco
and buildout was occurring for T2. Gen Y who will be passengers and think
neighborhood concept literally, we looked
at it conceptually with ceiling heights and about how they use and want to experience
WHAT WAS THE compression of spaces coming together. the space.
INSPIRATION FOR Do something that can be adapted,
YOUR WORK AT SFO? For Terminal 3’s Boarding Area E, we
took a topographic approach. There was a morphed, changed, without ripping into
I realized I was not an Aviation and real connection to the landscape and the tons of infrastructure. Once the physical
Transportation designer which I thought airfield in that project. So it made sense to manifestation of that concept came into
was a good thing. I tried to bring a fresh tie it to the landscape and create more of a being, we’d have a longevity that would be
set of eyes with my retail and hospitality topographic approach. fresh even fifteen, twenty years from now.
experience. From that standpoint, I tried That is the key—to create a design that
not to think of how airports typically In thinking about concepts for T3, we captures the spirit of the moment but will
get built out. Typically they have a more wanted to do something different than the also have a life well beyond that.
corporate, institutional feel. Based topographic approach for B/A E. It made
on what I was hearing from SFO, it was sense that it was more of an atmospheric
time to think about the airport in approach. It was a little more ethereal.
different ways.
WHAT’S IT LIKE WORKING
Instead, I tried to think about the project WITH SFO?
as a retail, hospitality and education
project rather than a typical corporate SFO is a wonderful client to work for. They
project, blending all the different practice have a goal of Reaching for #1 and they’re
areas together. very committed to that. The relationship is
very forward thinking.
WHAT INSPIRES YOU?
Nature, Museums, Graphic Design,
Artists (Bay Area Figurists)

INTERVIEW LOOK AND FEEL STRATEGIES LOOK AND FEEL
AMIR Strategies for implementing Look and Feel
KOLEINI
ROLE AT SFO: Principal Architect, Chair of the Design Review Committee (DRC) TENURE AT SFO: 27 years
1 2 3
PLAN FOR CHANGE SPATIAL VOLUME COLOR + MATERIALITY
HOW HAS THE AIRPORT WHAT ARE SOME AREAS It is important that designers Rather than revisiting the typical Materiality should be an extension
CHANGED OVER THE YEARS? OF THE AIRPORT THAT acknowledge impermanence and formal world of airport interior of concept rather than a decision
Airports really have to make money. They NEED MORE ATTENTION? remain flexible concerning the many design with a main concourse flanked based purely on aesthetic or durability
are taking over all airport activity with There needs to be more emphasis on changes and evolutions in the world of by concessions, consider new and considerations. Consider, too, the
the exception of flying the planes. In the the checkpoint. aviation. Consider these changes interesting ways to shape space by many possibilities of adding color.
case of Schiphol airport, it started as a in the design. designing freestanding concessions When done with discretion, color can
shopping area first. Concessions have now WHAT ABOUT THE that create a more varied landscape enliven an otherwise dull space.
moved from pre-security to post-security.
AMENITIES? in the terminals. A variety of spaces,
WHERE HAVE YOU SEEN {Designers} need to think about amenities from those that encourage exploration
THE BEST DESIGN? as a part of the original architecture. to those that are efficiently driven,
That’s why it’s worked so well in T2. Right will ensure passenger satisfaction.
Singapore’s Changi airport has been able now we have inherited all these facilities
to incorporate greenery with a relaxing and figure out where things go after.
atmosphere. Having nature at the airport
is good for edgy, stressed-out passengers. WHAT OTHER AMENITIES
WOULD YOU LIKE TO
4 5
WHAT ROLE SHOULD DESIGN
SEE AT THE AIRPORT?
PLAY AT THE AIRPORT?
SFO used to have a hair salon and they
Design should calm people down. It couldn’t make it work in the end but I
needs to create a soothing, harmonious always thought it was a good idea. A salon FURNITURE PROGRAMMING
atmosphere. You can do this with greenery, might need to be integrated with another
lighting, and sounds. concession or service to help it. Tandem seating is the ‘go to’ furniture While much of the program at the
It would be great to have a place to nap, type for airports. However, lounge airport is set, there still remains
a sleeping pod, that one can rent for a and work furniture should be added plenty of opportunities for new
couple of hours. to enhance the passenger experience. programming possibilities. The yoga
SFO has adopted the T2 furniture room, for instance, is the home of
program as their new standard. Find a future secure connector but has
opportunities to provide a variety received widespread praise and
of waiting, working and lounging appreciation from passengers.
seating configurations!

Technology should be thought of as a tool that can help
designers create an enhanced passenger experience.
Whether it is streamlining operations to improve
passenger needs or providing stimulating and memorable
moments of engagement, the possibilities to utilize
technology in exciting new ways are many.

VALU E S

TECHNOLOGY
Revenue Generation
Wayfinding
Time & Efficiency
Arts & Culture
Health & Wellbeing
Sustainability
TECHNOLOGY THINKING AT SFO
Look & Feel
Technology
Behind the Scenes Technologies recompose areas and concessions.
Technology should not be thought of Conversely, self boarding units are large
as an end, but rather a tool that has and may affect seat counts in hold room
REPLACE
the power to enable SFO to deliver a areas. Understanding and facilitating
premium passenger experience. Long these new operational components will
recognized as a leader in the tech become important in the future at SFO.
field -- with Silicon Valley and the Psychological Comfort
Bay Area delivering the most cutting
As touched upon in the health and
edge technologies so many of us now
wellbeing chapter, psychological
take for granted -- SFO is in a prime
comfort is a key component of passenger
position to utilize its local resources
satisfaction. Technology has the
and deliver outstanding technological
unique advantage of being a flexible,
services as well as memorable
changeable tool that, with the right
additions to the passenger journey.
infrastructure, can do tremendous
work in mitigating passenger stress.
TECHNOLOGY IS A By considering the customer service

experience as one that spans highly
POWERFUL TOOL tech-savvy customers to those who may
AND ONE THAT not be comfortable with technology

at all, SFO can meet the needs of its
IS CONSTANTLY diverse customer demographics. Simply
CHANGING. put, SFO must provide basic needs

through multiple platforms—a robust may help communicate to passengers Operations
signage program and customer service what to expect. The TSA queue is The most crucial aspect of technology Operations have the greatest impact
Behind the scenes technologies, not personnel for low tech users, publicly an optimum time to provide the at SFO is ensuring that operations on passenger perception and comfort.
necessarily seen or touched by the accessible technology for passengers passenger with information about wait are running as effectively as possible. While many of these are ‘unseen’ by
passenger, are evolving in ways that with some tech abilities and mobile times, walking distance to gates, and the passenger—security systems,
will reshape airport environments
world-wide. With the implementation
technologies for passengers with
advanced technological proclivity. Every
dining, shopping and activity options
that will greet them in the terminal.
THE MOST FID’s and baggage handling, to name a
few—others are in the spotlight. With
of many self service elements at stage of the journey must be considered, Imagine the benefits for concessions CRUCIAL ASPECT the rapid evolution of technology,
airports, including self check, self tag
and self board, the spatial realities
from the moment the passenger decides
to book a ticket with SFO and interfaces
if passengers could pre-order meals or
organize their path in order to visit a
OF TECHNOLOGY elements and services that were once
regarded as luxuries are now perceived
of airports are undergoing dramatic with the website to checking in, passing specific restaurant or shop. Wait and AT SFO IS as absolute necessities. Chief among
changes. It is the responsibility
of the designer to recognize the
security, and advancing through the
terminal to their gate.
walking times increase a passenger’s
psychological comfort by reallocating
ENSURING THAT these is free wi-fi, with passengers
ranking it as the number one
opportunities in such dramatic
As has been shown in multiple surveys,
a sense of control into the hands of OPERATIONS complaint in customer satisfaction
programmatic shifts. If ticketing
lobbies become smaller and less
the security checkpoint is the highest
each individual and simultaneously
allowing the passenger to organize
ARE RUNNING surveys in 2012. It is absolutely crucial
that SFO provide these perceived
populated, perhaps that space could be
point of stress in the passenger journey.
While SFO cannot directly affect TSA
their schedule and optimize their time AS EFFECTIVELY necessities to passengers with as few
re-allocated to elements that enhance
passenger comfort and delight like
policies and practices, new technologies
while in the terminal.
AS POSSIBLE. interruptions as possible.

TECHNOLOGY OPERATIONS
SELF SERVICE
In the very near future, the airport environment
could be almost entirely self service. Self check,
bag and board are being implemented seperately
or together all over the world with varying degrees
of success. SFO supports the self check process
IN PERSON seamlessly and is beginning to work with some
In-person communication is crucial, airlines to incorporate self boarding into the
especially for passengers whose needs aren’t holdroom layout. Designers should be aware of the
addressed elsewhere, passengers unfamiliar implications these new systems have on space.
with technology, and passengers who require COMMON USE SELF SERVICE UNITS
special assistance.
As freestanding, SFO-operated check-in units at
TRADITIONAL COMMUNICATIONS SFO, the Common Use Self Service (CUSS) kiosks
Most people who travel through SFO will rely, provide basic technologies for checking into a flight.
at least somewhat, on traditional wayfinding The aesthetics should be cohesive campus-wide.
devices such as directional signage and gate WI-FI
numbers. Additionally, signage for amenities
PHYSICAL TECHNOLOGIES Not always considered an operational element,
and unexpected elements that a passenger
free and fast wi-fi is now a must-have. Passengers
SFO provides a number of physical didn’t realize were available may add delight
expect the wi-fi to not only be free and accessible,
elements that assist in communicating to to the journey.
but have the capacity to stream video and music
the passenger and aiding them on their
without difficulty.
journey. This sector is growing and SFO
is unveiling a new “Flight Deck” -- a new BEHIND THE SCENES
platform for providing fun and engaging The airport relies on a variety of technologies to
experience for passengers through cutting function. Consider the amount of hardware and
edge technologies. coordination for security screening throughout
all the spaces alone. It’s important that designers
remember these technologies and consider them
in renovations and new construction.
MOBILE DEVICE TECHNOLOGY

Mobile technologies are redefining the way people
live their lives, and this is definitely true in travel
and leisure. It is SFO’s goal to develop a robust and
COMMUNICATION AND TECHNOLOGY user friendly website that is compatible with mobile
devices and can guide tech-savvy consumers
C
through the e ntire journey.
onsider that passengers coming from all over
the world have very different communication
modalities. Culturally, we read signage differently,
walk on different sides of the street and say hello and
goodbye in thousands of different ways. It is important to
note where the users are visiting from or going to and to
understand these nuances in order to provide a positive SFO
experience for all.

CASE STORIES TECHNOLOGY
SMARTPHONE
SHOPPING WALL
FRANKFURT INTL.
Innovative Technology
With duty free shopping being one of SFO’s biggest concessions

revenue generators, it is of great interest to understand how
this experience is being reshaped by new technologies, and
how international passengers especially might interact with
different types of retail environments. Duty free at Frankfurt
Airport has been re imagined as a huge wall feature that allows
shoppers to scan items on their smart phones and when done
shopping, proceed to a pick up area to pay for and retrieve their
products. Gebr Heinemann, the company responsible for the
new technology says, “The main point of it is not to make a lot of
sales. We are more interested in finding out how the new virtual
shop is used and which nationalities it appeals to most. At the
same time, of course, we want to make shopping even easier and
more relaxing for our customers”.
CHECKPOINT OF
THE FUTURE, IATA
TECHNOLOGY AND THE PASSENGER EXPERIENCE
MAKE WAITING BETTER ENGAGE

It is crucial that everyone involved in design and Technology provides many different types of Alternative High-Tech Security Measures
construction at SFO consider what opportunities exist opportunities to engage passengers -- from kids being
to facilitate productive wait times for passengers. Using totally absorbed in floor-projected activities and games In November 2011, CNN Tech published an article on the future
the abilities that technology provides, the airport can to everyone being wowed by technologically driven of airport technology. Not surprisingly, one of the highlights
relay information about estimated checkpoint waits, art installations. Making a memorable experience was looking at alternatives to the Checkpoint technology that’s
walking time to gates and more. How to deal with this with technology is an additive exercise in the design currently available.
information is up to the team’s imagination. It could be process, but should be considered as a way to challenge
Prototyping their new Checkpoint of the Future, International
as simple as adding a variety of nature and art features traditional modes of thinking and provide fresh,
Air Transport Association (IATA) devised a system consisting
to help soothe passengers minds or as integrated as a innovative experiences.
simply of three corridors; passengers would be assigned a
pre-order system for food and beverage concessions.
travel profile and would be ushered through one of the spaces
CONNECT accordingly. For example, “Known Travelers” would be ushered
INFORM San Francisco and the Bay Area are full of vibrant through with a simple ID check, whereas the “Enhanced”
The ‘Flight Deck’ is an opportunity to engage places and people. Why not use technology to connect checkpoint would have a range of scans and detectors.
passengers in a fun, exciting way. Consider where these people to some of these experiences and each other?
types of technologies might best serve the passenger For example, virtual postcards and videos are a great As more alternative security measures continue to appear, with
journey. Plazas and other entry points to boarding areas way for people to connect emotionally with loved ones even the TSA offering a Pre-Check service, look for continued
are ideal locations as these are key wayfinding and as well as providing a dynamic and engaging virtual improvements to Checkpoint technology.
decision making points for travelers. experience to some of San Francisco’s most beloved
places and icons.

TECH EXPERTS INTERVIEW TECHNOLOGY STRATEGIES TECHNOLOGY
WADE ALAN
/
Strategies for implementing Technology
FORST SHIMOIDE
ROLES: Director, Emerging Experiences & Senior Technical Architect, Razorfish
1 2 3
WAIT TIME TECHNOLOGIES MOBILE ACCESS ENGAGING TECHNOLOGIES
WHAT ARE SOME TRENDS WHAT ABOUT TECHNOLOGY There’s opportunity at the front of the
IN TECHNOLOGY LOOKING AND ADVERTISING? airport for inbound passengers. Data is
Adding wait time technologies at It is important to recognize that Engaging technologies could
getting smarter and faster and as a result,
FIVE YEARS OUT? You need to consider context and place. linger times may decrease. security checkpoints will help detract mobile access is the way of the future manifest in so many different ways.
1. There will be more technology In the example of Clear Channel, they from the discomfort of the security and more and more passengers will As the airport continues to undergo
wanted to use bathroom mirrors for For outbound passengers, it’s important process and engage the passenger rely on their mobile device to complete renovation, consider how technology
in public spaces.
advertisements. It might have worked if to increase the understanding of rental
in the positive portion of their the basics of travel. They will also can act as a tool of engagement and
2. There will be more computer vision car information and information about
it said it was sponsored by Dove soap... journey. Adding walk time to gates at look to mobile technology to provide make the passenger journey more
and augmented reality, with a reliance the city.
you need to think of how you advertise as
on big data. recompose areas will help passengers content supplementing the leisure pleasant, unique and memorable.
opposed to just advertising space. There Another opportunity is to have
3. Consumers will have more should be subtle advertising. plan their journey to the gate and parts of their journey.
customized wayfinding -- how to get
wearable computing. understand better whether they have
baggage and get to certain transportation.
HOW ELSE CAN time to stop off at a concession.
4. Being able to retreat from technology
will be equally as important.
TECHNOLOGY BE HOW DO YOU DESIGN FOR
INTEGRATED IN THE
5
THE FUTURE?
5. There will be greater profiling,
everyone will be collecting data on you.
PASSENGER EXPERIENCE?
Imagine if you had to have a full body scan
You make mistakes. Give yourself
room to fail.
4 6
WHAT ABOUT TECHNOLOGY at the airport for security but that data can SELF SERVICE DYNAMIC SIGNAGE BIG DATA
AND RETAIL? then be sent to Nordstrom’s to tell them
the perfect fit of jeans for you.
Retail will change though maybe not Technology is reshaping the Dynamic signage will undoubtedly A leading technology trend now
so much at the airport. It’s all about The security line is a captive audience, operations and customer service change the face of wayfinding and is the tracking of big data for the
convenience, service, make it more wait times can be used for impulse buys, experience at airports world wide. signage systems at SFO and elsewhere. customization of advertisements and
of a destination and provide (Caveat: I think they did this at Target too Check in, bag tag and boarding are While it should not be done for the customer experiences. This type of
destination content. where they lined the queue with product. It
all trending toward self service. sake of being done and should ideally customization will begin showing up
failed horribly and they changed the lines
Retail personnel will now become the only be used at places where content with increasing frequency.
back to just being a line. )
empowered associate, you won’t need to changes regularly, it is important to
queue up anymore...you’ll be able to tap
ensure that the placement and housing
a magazine and purchase it. But people
will always be there as experts and for these signs is in place.
holders of knowledge.
Content is really important. For retail, you

need to pick the right content and curate
it; it’s what makes SFO unique. What
7
differentiates T2 from other terminals is HIGHLIGHT EXISTING
the localness of it. With digital you can tell TECHNOLOGY
store is with the product.
Consider ways to educate and inform
passengers about information that’s
delivered using already existing
technologies at the airport, but
may be underutilized, like the SFO
website and ground transportation
information listings.

I
n considering airport planning,
consultants often think of their
designs as a series of Journey
Moments in the entire experience of the
space. At SFO, there are sixteen different
Journey Moments that constitute the
airport. Passengers can bypass some
areas and spend longer times in others,
but regardless, all of these spaces
make up the airport experience.
The Airport
Journey
3 7 8 12 13
Checkpoint Concessions 9 11 Arts &
14 15
2 6 16
Waiting & Exhibits Meet &
10
Play Areas Passenger Greet
Lounge Baggage
5
Amenities Arrivals
1 Ticketing Claim
Concourse
4
Curbside Connectors
Restrooms
& Tunnels
Approach Plazas
Recompose
OSE PLAZ
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JOURNEY MOMENT
TI
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Approach
ACH
+ LO
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APPRO
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TING
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P L AY A
CON NNELS
NECT
+ TU
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K EY VA LUE S
AS
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ST
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Convenience & Arts & Locality & Time &
RR S
Wayfinding
A RB
RO
Hospitality Culture Sense of Place Efficiency
O
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PA E N
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CL GA GE S
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he Approach is the front door of the terminal transparency of function while supporting the customer’s
and sets the passenger’s first impression of SFO. needs for clear wayfinding. Frequent travelers can often
Visitors to the various airport terminals arrive whiz through this area but passengers new to the airport
via very different modes of transport: by taxi or private oftentimes rely on wayfinding in this area to take them to
car, by AirTrain after a journey from BART, from parking, Ticketing or Checkpoint. This is the first impression of the
from the rental car facility, or from one of the tunnels airport and therefore key in setting a standard for the rest
from connecting terminals. As a public transportation of the passenger experience.
hub, the exterior should impart a sense of civic pride with

Key Opportunities
J OU R NEY M OM ENTS
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Convenience THINGS TO CONSIDER
Meet & Greet
Baggage Claim & Hospitality Arts & Culture □□ Connection to the City □□ Wayfinding
Consider the Approach as a connection to Establish a hierarchy of visual
Arrivals Curbside
Passenger stress is typically found San Francisco has a rich culture the city and a first impression of the airport. information and signage. Ensure
Connectors & Tunnels What message does it convey? visibility into the building from the
to be higher in the pre-security areas and the Approach is a link between
exterior, paying particular attention to the
and this begins with the Approach.
Care should be given to make it
the airport interior and the rest
of the city. Consider a unique,
□□ Key Entrances ease with which airlines can be located.
Consider the different means of Approach, i.e. Provide clear exterior terminal identification.
convenient for passengers. Providing distinguishable facade that
via car, taxi, train, or pedestrian approach
a welcoming entry, transparency of
the functions held within and clarity
harmonizes with the SFO campus.
There are also opportunities for
from another terminal. Identify the key □□ Daylighting
entrances especially as they relate to Examine how daylighting affects manned
of knowing where to go next in this commissioned art in this area as
wayfinding. How does the entrance set the spaces, such as curbside check-in. Provide
area can positively impact the design. it can act as a photo opportunity
tone for the overall experience? shading to mitigate direct sunlight on
and leave a lasting impression on a
monitors and screens.
passenger’s experience. □□ Technology
BUSINESS
PASSENGERS Locality & Consider interactive wayfinding. Are there
For a business passenger, travel is

constant. The Approach should be
Sense of Place Time &
ways to use technology to enrich the passenger
experience beginning at the Approach?
Efficiency
an easy gateway to the rest of the
The airport is such a distinctive
airport. Some experienced travelers
environment and one that is a point
go straight to Checkpoint.
of civic pride and a kind of handshake
SOME ESSENTIALS
It is crucial that passengers have a
FAMILY
from the city. Iconic architectural
clear path of approach to ensure an □□ Information Processing □□ Services
features such as the facade of the Individuals can only process six pieces Coordinate with Revenue Development for
PASSENGERS efficient and timely beginning to their
International Terminal and the newly of information at a time. What pieces of tenants such as Smarte Cartes and determine
journey. Essentially, make it as easy as
This is an important area for family constructed control tower all have information does the passenger need to know any special requirements for power.
passengers to transition into the possible for passengers to find and get
important placemaking abilities. at the Approach?
airport. Provide plenty of seating
options for them to gather.
to where they need to be.
□□ Additional Amenities
□□ Airline Regulations Additional amenities such as curbside check-
Coordinate with airlines for curbside check-in in counters, smoking areas, pet relief areas,
ASSISTED
PASSENGERS
Wayfinding kiosks. Balance airline branding with SFO- pre-security concessions and alternative
specific terminal exterior. seating should be considered in the Approach.
Every passenger’s journey in the
Assistance for Assisted Passengers
should be readily available in the airport begins with the Approach. □□ HVAC Systems □□ Electrical Lighting
Approach to help them through the From this point on the passenger Maintain positive/negative airflow at Ensure that there is proper evening light
rest of their journey. entry vestibules. levels at curb and building entry.
will need to navigate through
the architecture to get to their
destination. Facilitating a
UNIQUE seamless journey from the very
PASSENGERS
beginning is important.
Make Pet Relief and Smoking
areas easy to spot and access.

Future DEPARTING
PASSENGERS
Forecast Adequate space for people to convene, gather

their luggage and be able to compose themselves
prior to the Ticketing area should be considered
in the design, particularly for families or leisure
passengers who travel in groups of three or more.
Gensler surveyed over 500 passengers and for
1 2
more than 50% of those passengers, stress tends t
Create The Airport as o be higher in pre-security areas, which aligns Jackson Hole
Excitement a Connection with other airport studies. This means ensuring

the Approach is as stress-free as possible is
Airport, wyoming
The Jackson Hole Airport
for Travel to the City important in setting a good first impression for
the airport experience.
in Wyoming reflects its
environment so seamlessly that
Tim Brown of IDEO recently passengers can’t help but get
Create anticipation and excitement
described airports as the welcome excited about the experience.
for travel by having easy to navigate
mats of the places that we visit. As a
roads that convey the location of the
transportation hub, it gives visitors
airport by leading to a recognizable
the first and last impression of a
building or form on the horizon.
city. The Approach can convey an
For example, the Jackson Hole
attitude about the Bay Area with a
airport (JAC) creates a front door
nod to civic institutions. The facade
to the Wyoming mountain range
should be transparent to the functions
and reflects the local sensibilities,
housed within and integrate with
materials and atmosphere.
the rest of the airport architecture.
Consider a distinguishable facade
that harmonizes with the rest of the
campus design.
3 Transparency
to Activity
As a public institution and a transit
hub, the exterior of the Terminals
should have a civic spirit that conveys
transparency and supports passengers
needs for clear and easy wayfinding.
Seeing a glimpse of the process in the
building may also help reduce stress.

OSE PLAZ
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Ticketing
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AS
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VA D E
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Technology Time & Convenience &
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Look & Feel
O
Efficiency Hospitality
M
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he early stages of a service experience are important designs to create a cohesive experience adds a level of
in determining customers’ perceptions of the sophistication appropriate for SFO. The proximity to
service encounter to follow, in what is called the security queuing adds another layer of complexity in this
“halo effect.”1 As a visitor’s first point of contact with the area, and the journey from ticketing to security should
airline, make sure Ticketing creates an intuitive experience be considered in the design. Accessible views, cohesive
that passengers can easily breeze through, setting a tone look and feel and access to information are all elements
for the rest of their airport experience. This zone is layered that make the passenger experience free of stress and
with a generous circulation path, a defined queuing zone, more enjoyable.
and the ticket counters themselves. Working with airline

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Time & THINGS TO CONSIDER
Meet & Greet
Baggage Claim Technology Efficiency □□ Branding
Embrace and guide airline branding. Are
□□ Passenger Flow
Take into account the various methods of
Arrivals Curbside
Technology is perhaps the number Self service technologies have made there opportunities to make the brand more check in: standard check-in counters, self-
Connectors & Tunnels visible? Is the branding visible when you walk check-in, baggage wrap. How do each of these
one driver in terms of changing the the ticketing process essentially
Ticketing area. Ubiquitous use of optional, especially for passengers in the door so customers can quickly make get incorporated into the flow of the general
mobile devices such as smart phones who aren’t checking luggage. Self a decision about where to go? Examine the Ticketing area?
and tablets will decrease the need for amount of queue space. Is there ample space
physical check-in counter. Passengers
service in this area has made it
far more efficient and less time for the ebb and flow of different queues? □□ Flight Information
Provide locations for Flight Information
will become more adept at self-service
and as technology continues to reduce
consuming. The question remains
how this will evolve in the future.
□□ Stress Alleviation Displays (FIDs). Ensure that FIDs and BIDs
Think about opportunities to convey are appropriately located.
in size, the amount of space required Consider future flexibility of these
information to passengers such as expected
will as well. spaces in anticipation of more
wait times through security or airline □□ Space
changes. Keep passengers Allow ample space in the Ticketing lobby for
departure times. Ticketing can be a stressful
engaged and informed with wait people to orient themselves to their journey
Convenience
moment. What are some methods of
time technologies. and make initial decisions.
alleviating passenger stress?
& Hospitality
BUSINESS
PASSENGERS There is an increasing focus in air
Look & Feel SOME ESSENTIALS
Business passengers will typically

travel on hospitality. By creating The Ticketing area is a prime location
□□ Airlines Regulations □□ Information Hierarchy
environments where passengers Airline standards may dictate the Multiple layers of information need to
bypass this space by checking to set the tone for a terminal’s look
in online and downloading their can meet other people, it can help Ticketing area. be conveyed.
and feel. Consider too that the
boarding pass to their mobile. offset the inherent loneliness of
business travel.2 A greater emphasis
appropriate look and feel can elevate
comfort and reduce stress.
□□ Customer Service □□ Stress Alleviation
on comfort (variety of amenities, a Airline customer service can have a huge Passengers can be stressed in the Ticketing
effect on a passenger’s experience. What are area for various reasons.
FAMILY restorative focus), experience (having
PASSENGERS a sense of place, the airport as a some ways the design of the space can also be
destination), and high quality a good employee experience as well?
Family passengers will continue
to frequent the Ticketing counter service will continue to shape the
to check in luggage and multiple passenger experience.3
passengers at a time. For shorter
flights, they can expedite this by
checking in online.
ASSISTED
PASSENGERS
For passengers who need mobile
assistance, Ticketing is one of the
first areas in the airport where they
can seek wheelchair assistance.

Future
Forecast
1 2
Time Efficiency Greater Self
Equals Space Service & the
Efficiency DIY Experience
Electronic ticketing, electronic check- Self check-in, self bag tagging, self
in kiosks and boarding pass printing boarding are all processes that are
stations, are all designed to help leading to a self-service generation. As
passengers save time. Airlines’ use of a result of different applications and
these services not only means saved technologies available, the customer
time but also saved space. Ticketing and is able to determine the key physical
check-in areas will likely shrink in size touchpoints with airport services. Now
while others continue to grow (such as passengers who choose to do so can go
Checkpoint and Recompose areas).4 straight to Checkpoint by checking
in online and downloading their
Less area may be needed but greater
boarding pass to their phone. Airport
integration of techologies will need to be
technologies that support active
incorporated in the planning and design
interaction rather than following a
of these spaces.
fixed path will continue to be an asset.
3 4
Radio
Paperless Frequency
Travelers Identification DEPARTING changi departures hall
PASSENGERS The Ticketing Hall of the Changi Airport

provides adequate space for large groups of
As passengers’ comfort with technology The past few years have seen airports travelers and their families who accompany
continues to evolve, paperless travel testing Radio Frequency Identification Ticketing is one of the areas where passenger them to the airport. It also has a grand
architectural expression. Great examples
becomes a viable option.4 For business (RFID) systems to tag baggage thereby anxiety starts to develop as queues begin to appear,
at SFO include the ticketing hall in the
travelers with frequent trips, this is a creating a more secure system of particularly in an International Terminal.
International Terminal and Terminal 2.
blessing. For larger groups, paperless location. These systems could allow
Consider methods of reducing stress in this area
travel may increase efficiency but airports to track passengers and
such as decreasing visual clutter, providing natural
coordination of people will still be baggage with greater effectiveness.4
light and adding living room spaces for families to
needed. Less space will be required for Once these systems become more
say goodbye to loved ones. As technologies continue
standard check-in practices. Instead, widely adopted, space will need to
to develop and become more widespread, expect
space will be allocated to more electronic be allocated for security monitors
the Ticketing area to decrease in size.
kiosks, charging stations and boarding and should be incorporated into the
pass printing stations. planning and design of Ticketing or
associated areas.

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he Checkpoint is by far the most stressful point consultant should consider what elements such as lighting,
in the airport journey. While the Checkpoint is finishes and furniture can add a calming influence for
governed by TSA standards, the overall design the often stressful checkpoint experience. Additionally,
should work in concert with the adjacent design of pre- the design of this space should build anticipation for a
and post-security zones. It is especially important that welcoming post-security experience. Finishes and other
the TSA zone and the SFO zone are clearly defined so that elements can add a warmth and a calm feel to this area.
there is a mutual understanding of responsibility. SFO Impactful color and lighting at crucial points in checkpoint
goes above and beyond recommended TSA standards for fit and in spaces immediately after the Checkpoint, give
and finish of this zone to ensure a more cohesive passenger passengers something to look forward to during the
experience. Once the TSA requirements are met, the design Checkpoint experience.

Key Opportunities
J OU R NEY M O M ENTS
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Convenience Health & THINGS TO CONSIDER
Meet & Greet
Baggage Claim & Hospitality Wellbeing □□ Peak Periods
Utilization can fluctuate during different
□□ Security Equipment
Consider the footprint of security equipment
Arrivals Curbside
The Checkpoint is one of the most Stress levels are high while passengers times of the day, week and year. How can and TSA guidelines and standards in the
Connectors & Tunnels the Checkpoint area expand during peak design of the space. Be mindful of visually
stressful areas in the airport. The TSA wait in Checkpoint queues which can
currently offers expedited service by stretch during peak travel periods. moments? How can it contract? obstructive elements in the space that might
conflict with camera angles.
allowing airline passengers to leave Providing a view to what is beyond (a
□□ Flexibility and Adaptability
their shoes on, wear light outerwear
and keep their belts and laptops
light at the end of the tunnel) can help
invoke a sense of calm to passengers
Constant reorganization requires the space □□ Passenger Experience
to be incredibly flexible over time. How can Provide a comfortable, calm environment.
for a fee of $85. Consider ways of waiting to pass through.
future-proofing be achieved? How can change Think about different finishes, lighting,
integrating hospitality design into
be embraced? visibility and acoustic elements. How
this area. Consider expanding beyond
Time &
can psychological elements (i.e. music) be
the typical gray and blue palette □□ Customer Service incorporated? What amenities should
usually found in these areas to create
Efficiency
Consider the employee experience. How be provided?
BUSINESS a warmer, more inviting atmosphere. can the design have a positive effect on
PASSENGERS customer service?
Consider adding a ‘precompose’ area—
Ensure that checkpoints are a designated space where people can prepare
□□ The Queue
Business passengers often need to get
through lines quickly. Make sure there designed to provide sufficient capacity for the Checkpoint.
is a line for business class passengers
and that technology for electronic
boarding passes is readily available.
Technology for the amount of passengers serviced.
Proper planning can increase
Research the queuing process and how to
make it more enjoyable. For example, direct □□ Information Display
Provide locations for Flight Information
As technology continues to efficiency and decrease passenger views to the Recompose and Concessions
Displays (FIDs)
evolve, passengers now have the wait time. provide positive reinforcement of the
FAMILY option to check-in and download journey ahead. Combine with technology
PASSENGERS boarding passes on their mobile to provide grab and go pre-order or some
Children are often restless devices. Consider areas where new sort of entertainment.
and the line can seem endless. technologies can be integrated with
Provide entertainment either by
the overall queuing process to make
way of technology or through the
architecture to distract passengers it a more enjoyable experience. Digital SOME ESSENTIALS
from the length of the queue. displays and mobile technology
can provide information and
□□ TSA Regulations and Standards □□ Technical Criteria
Required elements should be coordinated Be mindful of heating and cooling loads.
ASSISTED entertainment for passengers to
with TSA and SFO. Verify that surveillance Carpeted areas must utilize carpet tiles
PASSENGERS make use of their idle time.
equipment is included and that TSA-required for maintenance and access to changing
Make this area as easy as possible for light levels are documented in the lighting plan. electrical needs in the floor.
Assisted Passengers to pass through.
Ensure circulation is wide enough for
wheelchairs to pass easily. Having a
□□ Airline Regulations □□ Security Constraints
Security constraints such as shoe removal
separate queue or priority placement
in line for Assisted Passengers
□□ Vendors can slow down the queue. Is there something
would be helpful. Also consider the Ensure room for branding and equipment for within the design of the environment that can
difficulties some passengers have third party vendors such as Clear, etc.
getting personal wheelchairs and help ease this process?
medical equipment.

Future
Forecast
1 2
Entertaining Technology Easing
Environmental Wait Time
Experience Frustrations
Rather than designing the Checkpoint as Waiting in the security line can be one of the
a straightforward queue, think of ways to biggest stress factors when traveling. Look
entertain and inform the passenger. The queue for different strategies to help mitigate these
can be an environmental experience beyond frustrations such as Trak-a-Line, which is a
just being a security requirement. The Las service that emails passengers when there’s
Vegas airport entertains and informs queuing a change in the Security Checkpoint wait
passengers with videos featuring prominent times or Blue Eye Video which provides data
Las Vegas performers demonstrating what’s on the checkpoint line to reduce checkpoint
to come in the Security Checkpoint. This is queues and waiting times. Consider too how
a great opportunity to let passengers know to improve the checkpoint queue experience.
about concessions—possibly allowing them This is a wonderful opportunity to provide
to pre-order--shopping and entertainment. information about art exhibits, shopping
Amusement parks like Disneyland or Magic and dining.
Mountain design an experience for queuing
visitors. Signage can communicate how long
the wait is from a certain location which helps
the passenger judge the amount of time it will
take to get to their destination. SFO T2 security
CONNECTING
3
checkpoint
Provide different finishes and materials PASSENGERS
in the Checkpoint area to define it. Allow
adequate space and views to areas beyond The Checkpoint can be considered the one
to put passengers at ease.
Expanding Security Checkpoint Areas

area in the airport which produces the
highest amount of anxiety, particularly for
connecting international passengers who
Space is a challenge, especially in terminals In the future the Checkpoint will become
may have limited transfer time.
built prior to 9/11. Airport terminals will increasingly flexible and will likely expand
need to be retrofitted to incorporate the and contract throughout the course of a Having wait times displayed, music
ever expanding security lines as TSA day. As technology advances, there will be playing, more comfortable finishes and
tests different machines and systems. the opportunity to predict the number of fixtures can all add to the overall
The Checkpoint is typically the bottleneck passengers who will be passing through passenger comfort and reduction of stress.
and creating ample space could support a Checkpoint. More than providing wait time
less stressful passenger experience.5 information, the physical Checkpoint itself
may necessarily expand and contract to meet
these needs. Designers should consider this in
the planning of Checkpoint spaces.

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he Recompose zone is located immediately past The purpose of the Recompose area is to create a passenger
post-security. The concept of providing a physical mind-shift from “have to” (getting through Checkpoint)
space to regroup after the checkpoint experience to “want to” (being able to shop, dine and relax.) This area
evolved out of a practical need for passengers to have a should incorporate uplifting approaches to materiality,
place to collect personal items. The larger goal, however, access to daylight, overall lighting, furniture and art.
is to make this area a moment where passengers can Incorporating a FID location and hydration station with
psychologically regroup and begin to take in the delightful moments of surprise and delight help define the intended
aspect of the airport experience to come. experience of this zone.

Key Opportunities
Approach
Ticketing
Checklist
Checkpoint
Values
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Health & THINGS TO CONSIDER
Meet & Greet
Baggage Claim Wellbeing Wayfinding □□ Circulation □□ Passenger Experience
Consider circulation flow from Checkpoint Acknowledge the psychological shift from
Arrivals Curbside
Creating a space to mentally shift One of the first things a passenger to Recompose to other areas of the airport. the Checkpoint area to the recompose areas
Connectors & Tunnels What are the needs in the Recompose area? (e.g. passengers are significantly less stressed
passengers from the Checkpoint area will do after they’ve passed through
is not an easy task. Consider this area Checkpoint is look for the Flight How should boundaries be established to after checkpoint.) How can the Recompose
to be a calm zone, where people have Information Display (FID) to verify define the zone? area make passengers feel at ease? Can the
space challenge assumptions? (e.g. implement
ample space and time to re-arrange
themselves and their belongings.
their gate location and determine
how much time they have before
□□ Wayfinding Flight Deck— see page 133)
Incorporate wayfinding in the Recompose
Terminal 2 highlights this area with
access to the airport’s Yoga Room.
boarding. Make sure this information
is readily available and visible for
area. Allow for easy orientation and visibility □□ Finishes & Fixtures
to concessions. Are there opportunities to Incorporate elements which can humanize
passengers, without interfering with
incorporate interactive maps to different the experience; comfortable seating, lighting,
the circulation. Also consider the
concessions and gates? artwork, plants, impactful finishes and
implementation of wayfinding maps,
materials. How do these elements work
Look & Feel concessionaire maps and a new SFO
flight deck.
□□ Lighting
Think about the lighting of the area. How can
together in the design? Consider slightly
higher seating to facilitate the needs of
Look & Feel can add to the overall natural light be optimized? How can it set the elderly travelers.
ambiance of the space, particularly in mood for the space?
reinforcing the idea of a quiet, calm
Arts & Culture □□ Information Display
area. Finishes and furniture should be □□ Ad Space & SFO Marketing Opportunies Provide locations for Flight Information
comforting and comfortable. Consider Outline areas where advertising can be Displays (FIDs).
Recompose is an excellent location
elements such as a raised ceiling with integrated into the overall planning of
for implementing commissioned art
natural light (if applicable), adjacency the space.
pieces. Because it is an important
to restrooms, and floor finish as a
visual boundary. Provide an element
wayfinding and decision touch point, □□ Lighting
the addition of an art ‘landmark’ would Use natural light to intuitively guide
LEISURE that is unexpected at an airport, be it be welcome.
PASSENGERS passengers towards the gates ahead.
art, architecture or lighting--a moment
This area is full of opportunities of surprise & delight and visual
for the Leisure Passenger to gather
themselves and see what amenities
relaxation. SOME ESSENTIALS
are available in the airport before
they need to board their flight. □□ TSA Regulations and Standards □□ Space Constraints
Most existing airport terminals do not
□□ Airline Regulations include adequate space for a Recompose area.
FAMILY
PASSENGERS □□ Flight Deck How can the architecture integrate both the
Recompose area after Checkpoint? Consider
Consider integration of the new Flight Deck in
For a large family, this area is integrating a ceiling element for visual effect
the Recompose area.
particularly useful as a waiting area with minimal space impact.
for everyone to gather while others
are still going through security, using
the restroom, or putting themselves
and their belongings back together.

Future
Forecast
1 2
Amenities SFO TERMINAL 2
RECOMPOSE AREA
Expanding Related to Provide clear views of the
Areas Recompose
Recompose area from the
Checkpoint to give passengers
a sense of ease about what’s
to come. Use art installations
The Recompose area is a relatively new The Recompose area sits adjacent to
and comfortable seating to give
area to airports and has evolved from the the Checkpoint and either Concourse
passengers a moment of respite.
expansion of the Security Checkpoint or Concessions areas. As such, it can
area since 9/11. The first Recompose area contain programming that begins to
at SFO was in Terminal 2; it creates a blend the two adjacencies. Yoga rooms,
space that passengers can decompress meditation rooms, business lounges,
and recompose themselves and their restrooms, and hydration stations are
luggage after going through Checkpoint. all different types of programming
Expect to see increased areas allocated to to consider when planning the
Checkpoint and Recompose areas. Recompose area.
3 4
Decrease
A Respite from Stress through
Technology Art & Nature
While technology continues to advance Art decreases stress and increases
and astound us, creating spaces that socialization and sense of
provide a haven from technology is community. It can also be used as a
important. Consider the Recompose area way to entertain and engage people. DEPARTING &
as such a space -- giving passengers a sense
of calm as they gather themselves. Limit
Similarly, natural elements have
been shown to have a calming effect. CONNECTING
the integration of technology to necessary
information boards that will help
After the stressful experience of the
Security Checkpoint, consider how to
PASSENGERS
passengers orient themselves, such as FIDs incorporate these elements into the
It can be said that the beginning of the passenger
and digital applications that entertain, recompose area.
journey is more anxiety-producing, thus having
rather than overwhelm, passengers. This
a relaxing, stress-free area, void of queues
might be a great opportunity for a flight
and restrictions, is important for the overall
deck, but not a good opportunity for digital
passenger experience.
advertisements or promotions.
Provide views to the Recompose area from the
Checkpoint for all passengers to feel at ease.
Introduce an element of fun through social spaces
that can appeal to all.

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lazas mark major circulation intersections within should also be considered. Specifically, cafes with unique
the airport. They are an opportunity to make an seating areas could engage and activate adjacent circulation
impactful, memorable experience for passengers. zones and blur the division between spaces, enhancing the
Each plaza should be designed as a unique experience in overall flow. Unique FID enclosures, along with enhanced
order to reinforce its primary role as a wayfinding element. wayfinding signage are further examples of ways to
The scale of these spaces can lend themselves to a design distinguish these spaces.
approach not dissimilar from a grand urban space in a
Consider plaza nodes as major wayfinding decision points.
major city. Daylighting, enhanced electrical light, art and
Like the terminals, the plazas should be unique, with
dynamic architectural features should be considered.
individual characteristics, while still relating to one another.
Unique approaches to adjacent areas such as Concessions

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Wayfinding Look & Feel THINGS TO CONSIDER
Meet & Greet
Baggage Claim Wayfinding is extremely important The physical attributes of Plazas
□□ Wayfinding □□ Finishes & Fixtures
Establish a hierarchy of visual Incorporate elements that can delight
Arrivals Curbside in the Plaza. Passengers in this space can serve as special moments in
information and signage. Does each passengers through their journey such
Connectors & Tunnels will be looking for the next point in a passenger’s journey. Each Plaza
Plaza have clear wayfinding? as natural light, high ceilings, greenery,
their destination so it is extremely should be visually distinct to decrease
artwork, and areas for rest. The space should
important to make the wayfinding confusion. □□ Circulation be grand, spacious and articulate a clear
clear and concise. Consider how circulation and cross- identity. Subtle cues in flooring materials can
circulation flows into and throughout Plazas. reinforce path of travel.
Revenue Where are key decision-making spots located?
□□ Integration of Art
Arts & Culture Generation □□ Approaches & Exits Determine early on the desire for
Consider the different approaches, i.e. commissioned art pieces and their impact on
Architectural cues to wayfinding, As key decision points and places of inbound versus outbound passengers. What the design (structure, lighting, etc.).
which can also be found in Recompose architectural interest, Plazas are a information needs to be conveyed? How do
areas, mark a shift of space. Consider great opportunity to add concessions manned exits, as well as the structure and □□ Interactive Displays
how large-scale art installations and services. technology needed for “self-exiting”, work Consider the inclusion of a Flight Deck in the
BUSINESS with the space? space (see page 133).
PASSENGERS in the Plaza space might serve as
Limited on time and eager to get

landmarks. Art installations can
also help differentiate space when
□□ Adjacencies □□ Information Display
to work, most business passengers Consider adjacencies to Concourses and Provide locations for Flight Information
spend little time lingering. integrated with the planning.
Concessions spaces when designing the Plaza. Displays (FIDs).
Direct them to the gate or nearest
concession where they can get How can areas be outlined and integrated
work done. using different treatments of material finishes
and lighting?
LEISURE
PASSENGERS
SOME ESSENTIALS
A lot of passengers at SFO are those
with connecting flights going to
their final destination. Plazas are
□□ Space Constraints □□ Ad Space & SFO
extremely important to passengers Plazas are transitory and temporary spaces Marketing Opportunities
having to navigate through the where passengers make key decisions about Hierarchy should be given to
airport to make their connections.
where to go next. Consider the nature wayfinding signage. Ad space
of the space and how it can adapt to should be located strategically.
FAMILY future technologies.
PASSENGERS
Make sure families don’t get
separated in the Plaza! As an
intersection of different routes, it’s
easy for every member of a group
to go a different direction. Having
info booth staff nearby can help
lost passengers.

Future CONNECTING
PASSENGERS
Forecast
SFO serves not only as an originating airport
for many travelers but oftentimes as a
major connection as well, in particular for
passengers going to Asia from the East Coast
or vice versa.
Connections can frequently be located in

different terminals and displaying Flight
1 2
Information Displays (FIDs) prominently
Decreasing Stress will help Connecting Passengers navigate as
Phoenix airport
Nature & the through Natural they pass through the Plaza. Consider listing The Changi Airport provides
different types of lighting and clear
airlines and terminal information to make
Great Outdoors Elements
wayfinding in the Plaza spaces.
the Connecting Passenger experience easier.
Integrating elements of nature into a Consider placing art and natural

Plaza space can make the space seem less elements in spaces where a passenger
intimidating. Singapore (SIN) airport has might feel overwhelmed to give them
a garden plaza in Terminal 3 just prior to a sense of calm. At the Las Vegas
international immigration. The hall is a McCarran airport, large-scaled
composition of high ceilings, live plants, sculptures of desert creatures greet
waterfalls and large-scaled sculptures. passengers from the Plaza space. The
The vegetation and proximity to nature Plaza provides a moment of art while
puts passengers at ease before the passengers are transitioning between
immigration process. levels of stress.
Wayfinding is the highest priority

in the Plaza and both art and nature
can aid as landmarks. Both of these
elements have restorative effects and
reduce the stresses and fatigue
of traveling.
3 Info Booth
With only one information booth currently
operating past security in B/A F, including
4 Technology &
Self Service
Plazas can also be a great place to include
touch screen information kiosks that help
more in the Plaza locations could help ease passengers answer their own questions.
the stress of lost or confused passengers and Consider locating them near info booths
even reassure those who are confident they are as a way to aggregate the ‘help’ section of
going the proper way. the Plaza and provide a productive wait
time for passengers waiting to speak with
a representative.

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he concourse is defined as the main circulation It is important for the design team to engage with signage
zone post security. This zone varies in layout from teams at the beginning of the design process. Organize
terminal to terminal. Sometimes it is set between architectural components, lighting, advertising, art,
concessions on one side and gates on the other side. Other gate signage, etc. to create a hierarchy and reduce visual
times retail spaces line both sides and sometimes it’s a mix distraction. Use space wisely to create more passenger
of gates and retail spaces. amenity zones and moments of surprise and delight. While
planning, keep in mind support spaces that compete with
FID devices are crucial in this zone, as are generous entry
the passenger experience and locate them appropriately.
areas to restrooms. Aside from these considerations, this
zone has the opportunity to have a hospitality-inspired
feeling, using lounge seating, artwork and enhanced
lighting to compliment the concession zones and gates.

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Wayfinding Look & Feel THINGS TO CONSIDER
Meet & Greet
Baggage Claim Typically supporting bi-directional Concourses can be overlooked as mere
□□ Wayfinding □□ Circulation
Provide clear and easy visual access to gate Avoid congestion of the space. Outline
Arrivals Curbside circulation, Concourses are often passageways but they also provide
and restroom signage. Utilize the architecture areas where passengers may be able to linger
Connectors & Tunnels
between the terminals and plaza an opportunity to have finishes and
to provide visual cues and establish a clear without disrupting the flow of passenger
spaces or gates. Wayfinding and materials that mark transitions
hierarchy of wayfinding signage (see page 72). traffic. Consider including resting points and
visual cues should be clearly between spaces.
shorter moving sidewalk segments (where
delineated at each end of the □□ Adjacencies required) to break up long concourses.
concourse to ensure that passengers Consider adjacencies when designing the
are going the right direction. concourse. Are there concessions close by? □□ Finishes & Fixtures
How can areas be outlined using different Incorporate elements which can delight
Revenue treatments of material finishes and lighting? passengers through their journey: greenery,
artwork, areas for rest. How can finishes and
□□ Passenger Experience
Arts & Culture Generation Create nodes of activity using art
lighting provide subliminal cues to facilitate
circulation? How can the space communicate
exhibits, children’s play areas, etc. to aspirational qualities (e.g. civic pride)?
Some of the most memorable airport As passengers pass through the
BUSINESS delineate space. Provide visibility to gates
art exhibits can happen in the Concourse on their way to their gates,
PASSENGERS and to the exterior airfield.
Concourse as many pass through this think about what concessions might
Have charging stations near area. Consider having art be part be best for quick visits—or substantial
the Concourse area available
for business passengers who
of the immersive experience. It can enough for passengers to return to SOME ESSENTIALS
be wall-based or ceiling-mounted, once they have checked their gate.
□□ Circulation Constraints
are on the go. Other amenities
such as ATM’s, shoeshines and depending on space available.
restroom facilities should be
Congestion can be a major issue. Ensure
located along major circulation
paths for easier access. that the concourse remains a transitory part
of the journey, ensuring flow of passengers
to their destinations.
LEISURE
PASSENGERS Convenience
Having rotating art exhibits in the
space can invigorate the Concourse,
such as the exhibits which can be
& Hospitality
found in SFO T3. Consider that the Concourse can act
as more than just as straight shot to
the gates. If planned appropriately,
FAMILY the Concourse can create a
PASSENGERS hospitality-like atmosphere. Consider
Safety first! Make sure people welcoming finishes, respites of lounge
movers or moving walkways are
or cafe seating and opportunities to
safely installed and are organized
to help rather than hinder overall rest along the way.
circulation flow.

Future
Forecast
1 Integration
of Nature
With an increased focus on sustainability
2 Using Art as
Landmarks
Consider breaking up the monotony
and the environment, consider ways of of a long concourse with art. T3 at
integrating nature into a Concourse space. SFO has a great example of this,
providing views to the airfield as
Seoul’s Incheon Airport (ICN) has wide
well has housing a first class rotating
concourses, brightly illuminated with
exhibit that provides a treat to both
daylight. Glazing is continued in the
new visitors and seasoned travelers.
boarding areas, blending the spaces.
Consider all architectural elements
when thinking of integrating art.
Madrid-Barajas Airport (MAD) has
a fantastic sculptural ceiling with
3
brightly colored columns that convey
Transportation the creative expression of a large
architectural canvas.
via Different
Modes
In some SFO Concourse spaces, there
are currently people movers which help
passengers efficiently get across long
spans of space.
CONNECTING madrid bajaras
Airport
One of Incheon’s new terminal’s claim

PASSENGERS A concourse with magnificent
architecture and color.
to fame is that it will allow passengers to
The Concourse can be the best area to place
get from train to gate in just 13 minutes.
amenities that don’t require too much linger time.
Consider how to shorten the journey using
Some amenities such as ATMs, shoeshines and
appropriate planning, systems that speed
electronic charging stations are good to have in
up the journey for people or integrate
the Concourse area. Locating them clustered
transportation into the terminals to
together and in a dedicated area near this zone can
expedite the journey.6
encourage greater use.
Business Passengers en route to their next meeting

can easily access essential amenities/services
without having to slow down their journey.

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he retail environment has an important influence layouts in favor of dining that focuses on the passenger
over the creation of a quality passenger experience. experience. Food and beverage tenants should be integrated
Passengers often rank the retail environment as the into the entire experience, easily accessible to gates. The
most positive part of their airport experience.7 designs should reflect that of higher-end restaurants and
cafes. Retail interiors should project a high standard of
The primary goal of the concession experience at SFO is
design commensurate with the quality of interiors found in
to be engaging, enjoyable and informal, featuring local
upscale lifestyle shopping centers. Careful consideration
culture and sustainable cuisine. Concessions are divided
should be given to storefront closure systems, primary and
into three categories; retail, food and beverage, and
secondary signage, and finishes and fixtures.
services. SFO has shifted away from traditional food court

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Locality & Revenue THINGS TO CONSIDER
Sense of Place Generation □□ Sense of Place □□ Circulation
Meet & Greet
Baggage Claim
Consider the identity of San Francisco and Think about creating different circulation
Arrivals Curbside
The airport is like a welcome mat to Providing a great passenger the local culture in the design. How can routes to allow passengers to both linger or
Connectors & Tunnels the Concessions give passengers a lasting walk through. Be strategic about balancing
the city and as such is oftentimes experience is key to revenue
a passenger’s first impression of generation at the airport. At SFO, impression of San Francisco? the need for visibility of the Concessions
and the view of the Gates. Consider
San Francisco. The concessions
program at SFO is intrinsically
revenue generation is tied to bringing
local businesses and providing a sense
□□ Authenticity orientation and visual cues and their
Consider the secondary and tertiary impact on passengers.
linked with local vendors, bringing of the Bay Area culture.
characteristics that make San Francisco
the unique culture of San Francisco
to the airport.
unique (i.e. food culture, art, outdoor □□ Passenger Experience
activities such as cycling, climbing and Provide choice and stretch out the
hiking.) How can these be incorporated Concessions zone, as it is the prime source of
into the Concessions area? revenue. Consider adjacencies to other spaces
such as Concourses and Waiting + Lounge
□□ Visibility areas when planning Concessions.
BUSINESS Allow visibility to Gates.
PASSENGERS
Look & Feel Sustainability
Business passengers familiar
with the airport should have easy
SOME ESSENTIALS
The airport is such a distinctive It is crucial that passengers have a
access to newsstands and Wi-Fi
access. Other amenities to help environment and one that is a point of clear path of approach to ensure an □□ Linger time □□ Concession Design Guidelines
in their business travel such as civic pride and a kind of handshake of efficient and timely beginning to their Passengers are typically either in motion or Refer to SFO-provided guidelines
electronic accessories or gift
shops are helpful. the city. Iconoic architectural features journey. Essentially, make it as easy as glued to the gate. How can the Concessions for design tenants.
such as the facade of the International possible for passengers to find and get space be enticing for passengers to linger?
Terminal and the newly constructed to where they need to be.
LEISURE control tower all have important □□ Space constraints
PASSENGERS placemaking abilities. Square area is limited in the Concessions area.
Vacation for a leisure passenger

starts at the airport. Make sure
to have wine bars or lounges for
travelers to start relaxing. Having
souvenir shops would
appeal to visitors as well!
UNIQUE
PASSENGERS
Unique passengers also have
unique needs. Make sure to have
a variety of concessions available
to appeal to different interests
and tastes.

Future DEPARTING &
CONNECTING
PASSENGERS
Forecast After getting through Checkpoint, the journey
becomes less need-based and more want-based.
Having a variety of concessions available that
appeal to different tastes helps provide moments
of delight in the trip.
Lounges, bars, and other social spaces are perfect
1 2
SFO International Terminal
for creating an enjoyable starting point for the Natalie’s Candy Jar is one of the highest
journey. Consider using other methods of social revenue-generating concessions at SFO
Say Goodbye to A Link engagement such as social media or technology to Terminal 2 and it’s easy to see why. Large
jars of candy and a colorful, well-designed
add another layer of adventure in travel.
the Generic to the City environment gives passengers a moment of
delight in their journey.
The dining terrace at Century City Concessions such as restaurants,

Westfield Mall in Los Angeles has been bars and retail are excellent ways to
incredibly successful serving different create links to the city the airport
patrons: office workers, shoppers, movie is servicing. Consider having
goers and late night club patrons. Consider representatives of key downtown
the variety of passenger types when outlets. Other airports have done this,
planning out the concessions program. including Boston Logan Airport (BOS)
The new model in airport retail is looking with Legal Sea Foods and London
at major brands and providing a greater Heathrow Airport (LHR)
diversity of retail. Consumers are looking with Harrods.
for meaningful retail experiences and
connection to brands.
3 4
Connecting
Through New Planning
Technology Typologies
Consider how technology has changed Concessions have traditionally been
the way we do things and how this can be located separately and away from the
integrated in the airport experience. New holdrooms. However, by integrating
York’s John F Kennedy Airport (JFK) has the two, concessionaires have an
a concierge service that allows passengers opportunity to be folded into the fabric
to sit, log in to a central site and order of the waiting experience and anxious
food to be delivered to them at the gate, travelers who don’t feel comfortable
giving them an opportunity to have a leaving their gate don’t have to!
seat and keep track of their family and
baggage. Consider other ways technology
has changed the retail experience such as
the Apple store, with roving salespeople
who can provide information on demand
and help expedite transactions.

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hese areas, also referred to as 'hold rooms’, have a size growth and the trend in self boarding and the consequent
variety of issues to be considered in their planning. effects on seat counts. Hold rooms should be planned to
Seating quantity and proper circulation are the increase passengers’ visual connections to the gate and airfield
most important functional considerations. Circulation at beyond. This visual connection helps alleviate stress. Visual
aisles, between seating, and surrounding the gate podium access to FIDs is also desired. Other considerations include
and jet bridge entry is critical in a successful layout. moments of surprise and delight. For example, lounge chairs
Another consideration is maximizing the comfort and and bench seating create more options for passengers and add
variety of seating types. While the majority of seating visual excitement. Incorporation of art, technology, skylights
might be tandem style with powered tables placed in line etc. add additional layers of interest in the environment.
every 3-4 seats to facilitate appropriate seat counts, lounge Lastly, in an effort to afford the best customer experience
configurations and work counters with power access are possible and provide consistent, productive wait times,
welcome additions. ADA guidelines for work counters, integrating concessions into the hold rooms is a great way to
along with a percentage of space allowed for wheelchairs impact customer satisfaction and bolster revenue generation.
at the ends of tandem runs should be incorporated. Lastly,
planning should take into consideration the future fleet
Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge

Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Health & Wayfinding THINGS TO CONSIDER
Wellbeing □□ Seating Variety □□ Circulation
Meet & Greet
Baggage Claim Being able to locate the gate is really
Provide a variety of seating types for different Think about baggage and areas where it can
Arrivals Curbside important and one of the reasons why
Having the right types of seating is passenger types (e.g. families). Incorporate be placed without blocking circulation paths.
people stick around in the Waiting &
areas for different types of activities such as
really important for a variety of body
shapes and sizes. Have lower chairs
Lounge area. Make the gate visible to
queuing, lounging and working. Ensure an □□ Information Display
other areas to help alleviate crowding Provide locations for Flight Information
for those who want to lounge, higher adequate number of seats.
at the boarding area. Displays (FIDs).
for elderly folks who have a hard time
□□ Technology
getting out of seats and counter seating
Provide ample electrical outlet stations for □□ Gate Podiums
for a different work environment. Consider location and views to gate podiums
passengers to charge their personal devices.
Manage circulation around these areas so as well as their placement within the space.
people don’t trip or congest a space. Design for change, knowing that airline
requirements shift and airline tenants
Look & Feel Technology □□ Lighting move gates.
Create a variety of lighting levels for different
A warm comfortable environment can Nowadays personal computing devices types of activities. Provide access to natural □□ Adjacencies
FAMILY make all the difference when you’re Consider adjacent spaces. Create different
PASSENGERS are ubiquitous. Make sure there are an light and views while being mindful of glare.
waiting to board your plane. Make the adequate number of outlets available zones of activity, ranging from quiet to active.
It is important to provide environment inviting to leave a lasting
opportunities for families to for passengers to charge their cell
impression on passengers. Consider phones, tablets and laptops.
keep their children engaged in
close proximity to the holdroom behavioral and emotional needs in this
SOME ESSENTIALS
□□ ADA Accessibility □□ Gate Glue
areas. Play areas and kid friendly
restaurants are welcome additions!
space as well as the need for durability
of material. Also consider the airline Consider elderly passengers and passengers Gate glue is a common occurrence,
tenant in each location. who need assistance needs. Provide clearly where passengers are nervous to leave
marked paths and adequate seating areas. the gates in case of missing any important
BUSINESS announcements. Consider other ways of
PASSENGERS □□ Airline Standards notifying passengers to avoid congestion
Counter height seating gives Airlines have different boarding regulations. of the space.
business passengers an optional Check which airlines will be using the hold
space to work on their laptops.
Make sure there are plenty of room and design for maximum flexibility in □□ Spatial Allocation
outlets and wi-fi available! case gates change. Self-boarding and special queuing lanes can
affect spatial allocation. Be aware of any
□□ Technical Criteria airline-specific requirements when designing
UNIQUE Be mindful of heating and cooling load. the waiting area for boarding.
PASSENGERS Carpeted areas must utilize carpet tiles for
maintenance, similar to Checkpoint.
Passengers who are scared of flying
need to feel relaxed and a calm
waiting area helps them do just that.
Provide high-backed chairs to give a
sense of security and control.

Future
Forecast
1 2
Cues From
Hospitality The Restorative
Design Effect of Art
The possibility of meeting new people and A study on the impact of visual art on
learning new things can offset the stress waiting behavior found that visual
of travel when the environment is relaxing images correlated with a significant
and engaging. Having a variety of seating reduction in restless behavior 8 and an
and spaces at the Waiting + Lounge area increase in socialization. Integrating
is important for passengers who have art in waiting areas can have a
different ergonomic needs and desires restorative effect, combating travel
to socialize. fatigue and providing a measure of
mental relief.
3 Technology as
Distraction
A survey of 6,000 travelers by Carlson
4 New Service
Types
Consider new ways of providing
Wagonlit Travel (CWT) found that service to the holdrooms. One method
unpleasant surprises like flight delays and gaining popularity is food delivery—a
luggage loss were the highest triggers of service that brings orders from airport
stress. Their Travel Index also found that restaurants and concessionaires directly
frequent fliers get most stressed from
“lost time”.9 Consider how technology can
to a customer’s gate. This new service,
along with mobile restaurants and
DEPARTING &
be used to distract passengers from the digital innovations for entertainment CONNECTING
time spent waiting, make sure there are
plenty of outlets available for passengers
and shopping, promises many
opportunities for the future holdroom
PASSENGERS
to charge their mobile devices and Wi-Fi waiting experience!
Make sure there are a variety of spaces available
is readily accessible for passengers. At
in the Waiting & Lounge area. All passengers have
LAX, device to display interactivity is
different needs; some are traveling with pets, some
being introduced so that passengers can
need privacy and others need to feel reassured
use their mobile devices to interact with
before boarding a plane.
displays. In addition to being able to view
images and videos and listen to music, Regardless of who they are, having a variety
passengers can connect their device with of furniture types can help all passengers feel
digital signage, engaging in a multi- comfortable and at ease prior to take-off.
sensory experience.

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lay areas at SFO are dedicated areas that allow go beyond the immediate entertainment goal. Play areas
children to have both active and quiet play prior must respond visually to all ages. Consider a balance, if
to boarding flights. These areas are ideally located required, between active and quiet play, particularly when
next to seating for adult supervision or food and beverage the play areas are located adjacent to Waiting + Lounge
concessions, based on available concourse square footage. areas. In some instances SFO may engage the SF Arts
Active play areas must have appropriate code mandated Commission to commission an artist to conceptualize the
fall zones and resilient flooring. These issues might require design. The design consultant shall assist the artist in the
a landscape architect to resolve. Play areas benefit from consideration of their solution in connection to the Play
being partially contained so as to not impact concourse Area design and its implementation. Play areas are an
circulation. Integrated seating provides another level opportunity to create a 'wow factor.’ Whether encouraging
of comfort and convenience and design consultants are quiet or active play, or both, these areas should be
encouraged to be creative in their response to these areas. inspiring to children and adults alike.
Due to the visibility of play areas at SFO, the design must

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Locality & Arts & Culture THINGS TO CONSIDER
Sense of Place □□ Look & Feel □□ Choice
Meet & Greet
Baggage Claim Many Play Areas in the airport are the
Put yourself in the shoes of a child. What Provide options for both active and quiet
Arrivals Curbside result of a collaboration with a local
Play Areas are a great opportunity would appeal to your inner child? What play. How can technology (e.g. touch screen
artist. Incorporating art that is meant
to bring in local flavor or sense of would you like to discover? How can adults be devices) be integrated for both child and adult
to be played on or with is a way to
place. Collaborations with artists accommodated and delighted as well? interactive play?
incorporate beautiful and functional
facilitate this naturally, but consider
the favorite places to play for San
spaces throughout the terminals. □□ Adjacencies □□ Small Footprint Play
Consider the adjacent areas; provide noise Consider ways to engage children with a very
Francisco families as well. Places in
or visual buffers to limit disruption to small or no designated physical area. Some
San Francisco like the Exploratorium
other passengers. ideas might be a projected interactive game on
and the California Academy of
Sciences are designed to educate
Health & □□ Sense of Place
the floor or a scavenger hunt that plays on
and delight museum goers. Bring in
ideas from these local institutions
Wellbeing Consider place and locality. What are some
a handheld device.
aspects of the airport or San Francisco that

such as tactile play or educational Play Areas provide a much needed can be incorporated into learning experiences
games to keep the imagination going physical and emotional break for for kids of various ages?
and engage children. children and parents. Distributing
them evenly throughout the airport is
a way to ensure passengers have equal SOME ESSENTIALS
access to these exciting spaces.
Look & Feel □□ Safety & Code Requirements □□ Buffers
Design should meet code requirements for Be aware of adjacencies and noises that might
The aesthetics of the Play Area children. Consider height and safety factors in affect other passengers waiting in adjacent
should appeal to children and designing for children. A lot of play equipment spaces. Play Areas should not interfere with
adults alike. Play Areas are typically requires large fall zones to meet safety. hold rooms or boarding queues.
located adjacent to hold rooms,
LEISURE so making sure the look & feel
PASSENGERS work well with adjacent areas is
Bring out the inner child in leisure important. Calming environments
passengers. Make sure that Play are preferred, so no need to make
Areas appeal to a variety of age
everything a primary color!
types, young and old.
FAMILY
PASSENGERS
Give parents a bit of respite with
Play Areas that can keep children
occupied while waiting to board their
plane. Making it educational as well
is always a plus.

Future
Forecast
1 Quiet Play and

Active Play
Consider adjacencies of other areas
2 Harnessing the
Energy of Play
Children have a surplus of energy and
when designing and planning Play what better way to harness that energy
Areas. For more bustling areas, create than through kinetic play grounds?
spaces for active play. For quieter, What if you could create hydroelectric
calmer areas, consider play that may power or illuminate lights through
involve more solitary activities such as stationary cycling? Play areas can be
coloring stations. educational as well as entertaining.
3 Technology and
Children
Touch-pads and touch-screens have now
made technology incredibly accessible to
children of all ages, sometimes as young as
two years old. Consider ways to integrate
touch-screens in Waiting & Lounge
locations to preoccupy young minds.
BUTTERFLY WALL
DEPARTING &
CONNECTING
Play Areas can be educational—
engaging both mind and body.
PASSENGERS
This Butterfly Wall in SFO T2
teaches kids about kinetic energy.
Play Areas will most likely appeal to

passengers with young children but there’s
no reason why they can’t appeal to a variety of
ages. What elements of discovery might also
fascinate older children and even adults?
The area should require low maintenance

and be accessible to all, providing another
element of delight in the overall journey.

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estroom design at SFO should achieve a balance hospitality industry, incorporating elements that
between functional aspects and design aspects. will elevate the passenger experience. Consider the
Adherence to ADA guidelines and code-mandated four senses of sight, smell, sound, and touch when
requirements is the highest priority. From an experiential designing the restrooms. Lighting, materiality and
standpoint, the design should be influenced by the music are all key components.

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Health & THINGS TO CONSIDER
Meet & Greet
Baggage Claim Wellbeing Sustainability □□ Location □□ Sensory Design
Consider proximity to main circulation and Consider other sensory elements such as touch
Arrivals Curbside
In the restroom, sanitation is the Using hand dryers and automatic provide ample room for people to wait for (finishes and materials), audio (soothing
Connectors & Tunnels family and travel partners outside Restrooms. music), visual (color palette and accessories),
highest priority. Make sure the sight, shutoff faucets are just a small step
smell and sounds are all soothing toward environmental sustainability. Be mindful of queuing flow. and smell (air freshener).
for passengers. Also ensure there is
adequate circulation space for both ADA
Consider other products or devices
which can save energy and resources.
□□ Room for baggage □□ Availability
Consider baggage constraints. Is there Provide an adequate number of Restrooms
requirements as well as passengers who Low flow fixtures, energy efficient
ample space for carry-on baggage? Ensure and stalls throughout to comply with SFO’s
are toting around luggage. lighting and educational information
stalls are large enough to accommodate high level of service.
are some examples.
luggage and consider providing shelves in
stalls for small items. □□ Education
Consider ways to educate passengers how
□□ Hospitality Influence
Look & Feel Look to hospitality environments to inspire
sustainable practices yield quantifiable
reduction in natural resource use.
space planning amenities and finishes (e.g.
Some of the best restrooms can be
vanity, changing room, amenities).
found in the hospitality industry and
FAMILY
department stores. Look to these □□ Plan for High Traffic
environments when planning airport Ensure durability of partitions and hardware
PASSENGERS
restrooms to give passengers a sense for high traffic use of restrooms. Consider
Family members are often taking of convenience and service. hand-dryers in lieu of paper towels to promote
turns when visiting the restrooms to
ensure that baggage and children are sustainable practices.
taken care of. Having nursing rooms
available near restrooms can help
ease the balancing act.
SOME ESSENTIALS
□□ Signage □□ Location
Clearly delineate Men and Women’s Designers should provide nurseries and
ASSISTED Restrooms with universal signage. Companion Care Restrooms adjacent to
PASSENGERS
standard Restrooms.
Restrooms should always be
accessible to everyone. Ensuring
that all ADA requirements have been
met as well as providing roomier
stalls for passengers and their
luggage can improve the experience
dramatically. Locating Companion
Care restrooms adjacent to standard
restrooms is crucial.

Future
Forecast
1 2
Durability Encouraging
and Luggage Sustainable
Handling Behavior
One of the trickiest parts of navigating Hand dryers versus paper towel
through the airport is the negotiation of dispensers. Low flush urinals versus
luggage with other essential activities. regular flush toilets. These are all new
Nowhere is this more evident than in and different choices that are now
airport restrooms, where passengers available for Restrooms. Planning
traveling solo cannot leave baggage and design can encourage certain
unattended. As a result, consideration behaviors by directing the user’s
of spaces for luggage and durable attention to a more sustainable
hardware to hang luggage is extremely choice (e.g. placing hand dryers
important when planning out the closer to sinks). Continued focus on
design of the restrooms. sustainability and the environment
will prompt innovation of sustainable
products for the airport.
3 A Hospitality
Experience
Public restrooms can be unseemly places
4 Add Pet
Relief Areas
Post security pet relief areas are a
ALL PASSENGERS
Restrooms are important to all passengers, regardless of
their journey stage. It is a basic necessity that cannot
be ignored.
By code, Restrooms need to comply to ADA regulations

sometimes but there’s no reason why they needed addition to accommodate
need to be designed that way. Consider passengers traveling with pets as but there are other things that a designer can do when
the restroom experience at a department well as passengers who travel with considering the layout of a restroom.
store such as Nordstroms; attention to service animals. Consider also the aesthetics to give the area a warm, inviting
details such as vanity counters, soothing feeling much like Restrooms in many hospitality settings.
music, comfortable lighting and air
fresheners can positively affect the
overall passenger experience.

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assenger amenities are defined as ancillary services path. The alcove should be designed to compensate for
that support and/or enhance the travel experience. the disparate designs of the amenities. For example, an
Included in this group are the following: ATM, immersive colored environment can provide a hierarchy in
newspaper vending, shoe shine, telephones, charging which competing elements can exist cohesively. Because
station, waste and recycling, meditation or yoga rooms, and Passenger Amenities areas are highly trafficked, durable
hydration stations. These amenities are often best located finishes are especially important.
together in an architecturally defined space like an alcove
n a highly visible zone adjacent to the main circulation

Opportunities Key
Approach
Ticketing
Checklist Values
Checkpoint
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Revenue THINGS TO CONSIDER
Meet & Greet
Baggage Claim Generation Look & Feel □□ Circulation □□ Aesthetics
Consider proximity to main circulation. Overall look and feel of the space should
Arrivals Curbside
Services such as shoeshines, ATMs, The look of Passenger Amenities Create easy access without creating be integrated with the architecture. How
Connectors & Tunnels obstructions to passengers in transit. Ease of will branding be integrated into the
Smart Cartes, and telephones make should blend with the overall look
up the Services portion of revenue and feel of the terminal, while access and operation as well as uniqueness of amenities offerings?
offering should be considered.
generation at the airport. Location of still distinguishing them from the
□□ Convenience
these amenities should be close to main
circulation so they are easy to find.
Concessions area.
□□ Unique Offerings Look for ways to incorporate amenities
Position and make available unique amenities passengers use in their daily lives at home and
that are not available at Concessions. (e.g. in their communities that they can now do
Time &
shoe shine, amenities alcoves) between security and boarding. What would
Convenience be a convenient addition to these areas?
Efficiency & Hospitality

Many amenities are at the airport for The new trend at SFO is clustering SOME ESSENTIALS
passenger convenience. In a sense, Passenger Amenities together in a
amenities save time by providing easy branded environment that is easily □□ ADA Accessibility □□ Limited Locations
access to everyday services that can be recognizable from terminal to terminal. Ensure that all amenities are accessible to Typically located in Concourse or Plaza area.
difficult to find in a new place. There By creating a ‘one stop shop’ for passengers with impairments. This includes
is always room for more of these amenities that provide similar types of consideration of ‘off the shelf’ amenities as □□ Space constraints
services to help a passenger’s services, passengers no longer have to well as larger SFO-provided amenities like Limited space for Passenger Amenities.
BUSINESS journey be more efficient. search out the individual services they the yoga room.
PASSENGERS are looking for.
Passenger Amenities are great for
the business passenger who doesn’t
have much time to go through the
Concessions area. Having recharge
stations, ATMs and shoeshines
available are great for passengers
who are on their way to their next
business meeting.
LEISURE
PASSENGERS
It’s easy to forget small items when
you’re in a hurry to start your
vacation. Having small vending
machines with travel essentials for
leisure passengers who might have z
key items at home.

Future ALL PASSENGERS
Regardless where they are in their journey, all
Forecast
passengers need access to basic amenities to make
travel as convenient and comfortable as possible.
Make sure there are amenities located near main

circulation routes so passengers can easily access the
essentials they need to feel prepared upon arrival at SFO INTERNATIONAL AIRPORT
their destination. Self-service units have become ubiquitous
in airports around the world. This amenity
1 2
allows passengers to proceed through their
Linking journey with greater ease. SFO is already

investigating ways in which to make these
Self-Service Amenities & units more accessible to passengers with a look

and feel that fits seamlessly within the airport
Stations Technology environment.
As we become an increasingly self- The Silicon Valley is the heart of

service society, amenities at airports may technology and innovation. Draw a
also begin to follow this trend. Having link into the airport by integrating
amenities grouped together in alcoves and technology with amenities. For
in easy-to-recognize locations across the example, supplying vending machines
airport can help promote greater usage. with small computer and electronics
Make sure the alcoves are placed near but items such as USB drives, wireless
not blocking major paths of circulation mice and other data storage items
to encourage use while preserving the can help Business Passengers who
efficient movement of people through may have forgotten these key items
the space. at home. Consider lockers with small
universal port chargers so passengers
can charge their devices while they
take a stroll around the airport.
Also consider how passengers might
be able to order online at different
Concessions in the airport and have
the items delivered to them at the gate.
3 The Influence
of Hospitality
There is an increasing focus on hospitality
in air travel and this includes the airport.
Provide services to passengers that
support their journey. Services such as
ATMs, mobile charging stations, and shoe
shines can add to the experience, ensuring
passengers feel prepared when they reach
their destination.

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FO is the only airport in the USA that has an Permanent Collection
accredited art museum. This unique aspect has a The permanent collection consists of significant art
significant impact on the passenger experience. Two pieces purchased by the SF Arts Commission as well as
distinct programs have been implemented: temporary site-specific works commissioned specifically for select
exhibits that have an in-depth focus on a particular locations at the airport.
category and a permanent collection that is administered
Rotating Exhibits
by the SF Arts Commission. Planning for both programs
This category should be thought of as a destination
involves different challenges. What works for one, may not
unto itself, delineated by lighting, materials and
work for the other.
casework that provides an experience commensurate
with fine art museums. These exhibits may, by
necessity, be placed in circulation zones but should
reflect the qualities noted above.

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits Locality & THINGS TO CONSIDER

Meet & Greet
Baggage Claim Sense of Place Arts & Culture □□ Circulation □□ Visual Hierarchy
Consider proximity to main circulation and Think about the hierarchy of information
Arrivals Curbside
Art is a prime opportunity to Designers should consider the opportunity to linger in spaces. when placing art amongst other visual
Connectors & Tunnels content such as wayfinding and
connect with the local community
and express sense of place.
entirety of the Arts and Culture
program at SFO. Integrating new
□□ Considerations for Art marketing devices.
Think of ways to incorporate permanent
Designers should consider the
content and aesthetics of each
exhibits into the design should
compliment existing installations
pieces as well as temporary exhibits. □□ Finishes & Materials
Consider how art can enhance and affect Consider a muted palette of finishes and
piece when making decisions about and spatial formulas so that every
the space. Ensure that other objects and materials to ensure the art is highlighted.
placement and treatment. exhibit is part of the whole.
signage do not come within 5'0" of any
hung art. Consider flexibility for different □□ Transparency& Privacy
types of exhibits. Provide glass enclosures where necessary.
Look & Feel Time & □□ Wayfinding

The look and feel for Arts and Efficiency Consider wayfinding hierarchy (see page 72)
Exhibits can range from an

immersive museum environment Consider how art can be used across
BUSINESS to an architecturally integrated all the journey moments as a way SOME ESSENTIALS
PASSENGERS installation to small individual cases. to provide a welcome distraction to
Business Passengers might be There are many possibilities. passengers who are waiting. □□ Lighting □□ Safety Standards
passing through the airport Light levels must meet art requirements. Art should comply with safety standards and
be secured to prevent any accidents.
□□ Maintenance
multiple times a year and sometime
even multiple times a month.
Consider ways to engage and
All artwork should be accessible for
educate them about art exhibits.
maintenance and rotation.
UNIQUE
PASSENGERS
Additional amenities mean more
opportunities to integrate art.
Think about ways a pet area might
incorporate sculpture or how SFO
sleeping pods might feature local
muralists.
ASSISTED
PASSENGERS
It’s of great importance that all
exhibit cases and installations
remain accessible for everyone.

Future
Forecast
1 Consider the
City’s Culture
If the airport is a representative of the city
2 Appeal to
All Senses
Music, for one, is an art that can be
as a destination, consider the important overlooked when planning out a space.
aspects of culture that can be brought to the Austin is a city that has become widely
airport. Seoul Incheon Airport (ICN) has known for its music scene; musical
multiple galleries and museums displaying performances showcasing local bands
history, art, text and images from Korean at Austin Bergstrom Airport (AUS)
history. Cultural arts and crafts allow acknowledges the cultural significance
passengers to create artifacts to take home. of the region to popular music.
Traditional costumed performers parade
each hour through the concourse.
3 Exhibits of
Nature
Known for its gardens, the Singapore
4 Make an
Online Gallery
Consider sharing images of the
ALL PASSENGERS
There are so many great opportunities to incorporate art,
SFO International
Terminal
Large-scale murals can fill an empty
space with life. Consider art which
Changi airport’s (SIN) koi ponds exhibits online and making them not only into the general public environments at SFO, but reflects Bay Area culture and values.
and famous butterfly garden educate accessible from www.flysfo.com. This into children’s play areas as well. Kids’ Spot in Terminal 3
passengers about the flora and fauna of the allows passengers to plan their visit and both Play Areas in T2 connect with local institutions
island. Despite the noise of the adjacent around the exhibits they want to see and artists (Kids’ Spot partnered with the Exploratorium
air handling units and roadway hum, while also providing a taste of SFO and the musical wall at T2 was created by local artist and
the butterflies are fun. The California museums for those passengers who musician, Walter Kitindu).
Academy of Sciences in San Francisco (not would like to visit, but don’t have time.
to mention Golden Gate Park and some of Designers should remember that art at SFO is not
the great national parks in the Bay Area) exclusively relegated to the traditional museum or gallery
can provide inspiration as another great context and can be incorporated in unexpected ways!
example of how to display nature in a
dynamic, engaging way.

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eet and greet is ideally located on the departure and beverage concession should be adjacent to it as well as
level, pre-security. This hospitality lounge restrooms. For arriving passengers, this space is often used
concept should include lounge seating, artwork as a backdrop for taking photos. This photo opp moment
and FIDs displaying arrival information. If possible, a food should be considered in the design.

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Wayfinding Look & Feel THINGS TO CONSIDER
Meet & Greet
Baggage Claim The purpose of Meet & Greet is to Meet & Greet should have an
□□ Passenger Traffic □□ Information
Think about adjacencies and passenger traffic Provide easy access to the Information Booth
Arrivals Curbside give people a set place to greet their inviting look and feel. This is an
when planning out the Meet & Greet space. for guests to inquire about incoming flights.
loved ones, friends and colleauges. area where people are likely taking
Consider the proximity of the Meet & Greet to
It is important that there is visual photos; it should incorporate
the Baggage Claim area when thinking about □□ Flight Displays
access both for deplaning passengers definitive architecture, art and Provide easy access to Flight Information
the flow of people and belongings in and out of
and greeters. Consider incorporating appropriate lighting. Lounge Displays (FIDs).
the airport.
expansive glazing to maximize sight furniture is desirable in this area.
lines and views. □□ Passenger Needs □□ Welcoming Space
Provide access to restrooms for guests who Consider this space to be a comfortable,
may be waiting for incoming passengers. welcoming area for people to wait. Also
consider that many people use this space to
□□ Art & Nature
Convenience Apply artwork or greenery to invigorate
take photos. Provide an inviting backdrop
to facilitate this.
& Hospitality the space and give visitors and guests a

comfortable, relaxing environment.
This area should be a hospitality-
inspired environment. People come
here to greet loved ones; a clinical
SOME ESSENTIALS
application of finishes should be □□ Functional Needs □□ ADA Accessibility
avoided as it makes the experience Easy circulation with space for
less enjoyable. Consider too, that waiting is essential. □□ Adjacencies
this is a photo opportunity for many Meet + Greet spaces are typically combined
passengers. Is there an especially □□ International Versus Domestic with the Baggage Claim area.
iconic piece of art that could be The International Terminal will have
placed here to remind them of their different constraints and will need to comply
LEISURE SFO experience? with federal customs regulations. Because all
PASSENGERS international passengers must pass through
Ensure that the Meet & Greet areas customs, it is extremely important to clearly
can accomodate large groups of
sign the exit routes. This is particularly
people including organized travel
groups who will need to regroup and important in directing passengers towards
take photos. Meet and Greet/Curbside areas versus
Connectors to the terminals for
connecting passengers).
FAMILY
PASSENGERS
Family Passengers might be meeting
with larger groups and should be
accomodated in similar ways to
leisure passengers.

Future
Forecast
1 2
Designing for
Groups Versus A Welcoming
Individuals Experience
“There’s stuff that is about groups and A welcoming feel is important for
there’s stuff happening that’s about heightening the passenger experience
individuals...it’s the way it’s set up to not when entering and reconnecting
deal with groups of people [that] is possibly with the world outside the airport.
why there’s a problem.”10 The Meet & Greet Essentially, a cold or sterile Meet &
area is utilized more often by groups, with Greet area is counter productive and
families and large tour groups that often makes the experience less pleasant.
convene in this area. As such, space should Consider hospitality-like finishes
be allocated to ensure this area is visible when designing the Meet & Greet.
but does not obstruct passenger traffic flow.
3 International
Versus Domestic
Additional consideration should be
4 Technology
What opportunities for engagement
ARRIVING
PASSENGERS
SFO Meet & Greet
How can art make the Meet & Greet
space special? Consider pieces that
would make a great backdrop for a
given to the Meet & Greet area in the do new technologies provide for people ‘welcome home’ photo!
Arriving Family Passengers often have
International Terminal, which has larger excited to reconnect with families and
large groups awaiting them in Meet &
crowds of passengers arriving from friends? From something as simple
Greet to help with the kids, see the baby
Customs and Immigration. Make sure as a digital photo booth to a more
for the first time and reconnect with their
there is adequate space for families who complicated integration of social
loved ones. It’s especially important to
are coming to greet their loved ones. media into a dynamic art piece, the
provide a variety of comfortable seating
opportunities are endless.
for those waiting. It’s also important to
incorporate necessary visual displays, e.g.
FIDs and visual paging.

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rrivals Curbside presents challenging wayfinding The utilitarian nature of this journey point should not
and driving issues. A driver picking up a passenger preclude creating a hospitality-like ambiance. As a major
or a pedestrian navigating to the exit where arriving civic building, all exterior zones should project a similar
passengers are arriving will have a tremendous amount of quality. Effective night lighting is essential from both a
visual input. It is essential to create a hierarchy of visual functional and aesthetic point of view.
information to ensure an efficient and stress-free experience.

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Time & THINGS TO CONSIDER
Efficiency Look & Feel □□ Transportation □□ Representing the City
Meet & Greet
Baggage Claim
Different types of transportation Think about ways to integrate this transition
Arrivals Curbside should be considered, from personal space with the airport and the city.
Ensuring that passengers can The Arrivals Curbside area is, for
Connectors & Tunnels vehicles to taxis, shuttles and buses.
many passengers, the last place
navigate quickly out of the airport
they will touch before leaving
□□ Security
is important. It would be a shame to
have the last impression be one of the airport and should remain
□□ Traffic & Circulation Consider placement of security cameras
Create a strategy that complies with traffic atop vestibules or in tall spaces.
frustration. Signage and visibility a positive experience in their
standards and delineates pedestrian traffic
to the outside are all ways to cue memories. Consider ways to leave
a positive impression and make
versus vehicular traffic. □□ Protection
the passenger where he or she must Consider the need for adding covered areas to
go to exit. Ensure that ground the experience feel seamless. This
will likely be accomplished using
□□ Loading System protect passengers and their belongings from
transportation options and areas Provide ample space for passengers with the elements.
for pick up are clearly marked. signage and additional elements luggage for loading. Think about loading
Additionally, ensuring that the such as technologies that could times and how to keep people and luggage □□ Smoking
curbside sidewalk is as free of visual simultaneously inform and excite moving smoothly through the area. Provide designated smoking areas that
ASSISTED clutter and obstacles as possible will passengers about arriving in San neither isolate smokers nor interfere with the
PASSENGERS propel a speedy and efficient exit Francisco. Most importantly, □□ Curbside Waiting Areas experience of non-smoking passengers.
for travelers. provide comfortable waiting space, Consider seating for passengers who might
Assisted Passengers may have
different needs upon reaching ample seating, protection from the have a longer wait.
Arrivals Curbside. ADA elements—all within reasonable views
accessibility to all bus shelters
Technology
of the passing traffic.
and waiting areas is required and
additional signage for this helps
make SFO accessible for everyone. SOME ESSENTIALS
New services and applications
are making it easier for Wayfinding □□ Signage □□ Ad Space & SFO Marketing Opportunities
passengers to connect to their Make sure that it is easy to identify where to Advertising and/or SFO marketing
LEISURE It’s important to ensure that passengers
PASSENGERS ground transportation options. find transportation options and communicate opportunities may be required and should be
know where to go for appropriate
Recognizing and planning for pick-up locations. considered in the overall look and feel.
Leisure Passengers might ground transportation and understand
have large amounts of luggage these innovations could help
the rules for driver pick up. Arrivals
and people. Having space to increase efficiency at Arrivals
accommodate them is crucial. Curbside can be hectic, so being as
Curbside.
clear as possible is important. Making
physical and digital maps accessible
is an assist for passengers and those
FAMILY picking them up.
PASSENGERS
Make sure that families have a
safe and secure place to gather
and orient themselves to the
appropriate transportation.

Future
Forecast
1 Connection
to the City
The airport is a connection to the city
and the Arrivals Curbside can be a breath
a fresh air after a long day of traveling.
Present a good first impression of San
Francisco by considering the design of the
airport exit. In addition to making this
area comfortable and protected, make sure
it’s memorable!
2
Wayfinding
and Space
Constraints
At SFO, the Arrivals Curbside is more
narrow than the Departures Curbside
Mcclellan palomar
and passengers in this location are likely
eager to continue their travel to the city
ARRIVING airport, san diego
as quickly as possible. Provide very clear PASSENGERS From flying to surfing, ensure
that the arriving passenger
wayfinding for drivers who are picking up transition to the final destination
passengers. Ensure that safe sight lines for Arriving passengers new to the area typically don’t is as seamless as possible.
pedestrians and motion sensor cued lights have enough airport experience to seamlessly
for crossing are in place. navigate out of Arrivals Curbside. Making sure
that ground transportation signage is prominently
displayed and the areas are well lit with clear sight
lines is of extreme importance. Consider adding
extra information regarding transportation
options for these passengers at both the Arrivals
Curbside area as well as online at www.flysfo.com.

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aggage Claim is an opportunity to create a great don’t have to be strictly utilitarian! Impactful lighting,
first impression of the city. It is also an opportunity lounge seating, artwork and bold graphics can create a
to create a positive lasting impression of SFO. The hospitality-like effect in this area. Due to the transitory
most important functional aspect of this journey point nature of Baggage Claim, the use of color can be a simple
is clear wayfinding. The comfort and convenience of way to make a great impression.
passengers must also be considered. Baggage Claim areas

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Convenience Time & THINGS TO CONSIDER
Meet & Greet
Baggage Claim & Hospitality Efficiency □□ Wayfinding □□ Circulation

Make sure passengers can easily find the Provide ample circulation and waiting space
Arrivals Curbside
People need good communication While the time and efficiency of the Baggage Claim area and locate baggage around the carousels for waiting passengers.
Connectors & Tunnels carousels. Provide clear signage for Are there opportunities to create focal points
when in Baggage Claim. Consider actual baggage delivery systems is up
that, for passengers, this is one of to airport operations and facilities, transportation options. within the space using light, materials, etc?
the last things they must do before
exiting the airport. Held-up bags,
designers can facilitate optimized
wait times for passengers. Something
□□ Approach □□ Passenger Experience
Think about the location of the Meet & Greet Consider integrating concessions such as
poor communications and under as simple as a place to sit would be
area—it should be close to, but not blocking coffee/beverage for passengers who may
considered spaces make this journey welcome. Keep in mind that parents,
the Baggage Claim area. have just gotten off a long flight. Strategically
moment far more stressful than too, will appreciate a place for the kids
locate elements such as Lost & Found,
it needs to be! Designers have the to work off stored up energy from long □□ Ease of Access Customer Service, service counters, and
opportunity to provide clear visual plane rides! Provide easy access to rental car service, alternative seating to serve various
wayfinding, comfortable seating hotel information and general information passenger needs.
options and spaces for amenities. counters for passengers new to the airport.
Locality & Ensure easy access to restrooms for □□ Baggage Information
Sense of Place
inbound passengers. Ensure Baggage Information Displays (BIDs)
are easy to find.
Wayfinding Baggage Claim is often the last
Ensure that passengers can impression that visitors have of SOME ESSENTIALS
SFO and the first they have of San
effortlessly navigate to Baggage Claim
and easily identify which carousel Francisco; it should have a unique □□ Airlines Regulations □□ Ad Space & SFO Marketing Opportunities
sense of place to help passengers The International Terminal will have Advertising and/or SFO marketing
they need to gather near to retrieve
remember their journey and orient different constraints and will need to comply opportunities may be required in the Baggage
LEISURE their luggage. If advertisements or
to their destination. with federal customs regulations. Claim area and should be considered in the
PASSENGERS promotions are placed on or near
overall look and feel.
Having coffee or some other
carousels, ensure they don’t interfere
food & beverage concession is with wayfinding information. This
ideal for the road-weary warrior. is also the perfect opportunity to
Either for returning passengers
or new visitors, having a pleasant educate passengers about their
experience while waiting for ground transportation options
luggage is appreciated!
via digital signage.
FAMILY
PASSENGERS
Groups of people need space to
gather and families are a prime
example. Have spaces for parents
to keep an eye on their kids while
gathering their luggage.

Future
Forecast
1 2
Baggage
RFID Delivery
Systems Services
The air transportation industry continues Different options for baggage
to explore different technologies, in delivery solutions are now available
particular when thinking about security. as an alternative to airline baggage
Radio Frequency Identification (RFID) fees. Startups like Lugless,
tags are just one of those systems that LuggageFree, LuggageForward and
airports are testing out as a way of locating even FedEx are offering passengers
both luggage and passengers. Misplaced an alternative for getting their
or lost luggage may not be an issue in baggage to their final destination at
the future, decreasing the space needed competitive prices. If this catches
for Lost & Found and other Baggage on, expect to see a decrease in the
Claim services. Instead, space and area needed for Baggage Claim as the
infrastructure will be required to support luggage system evolves. Availability
these new technologies. of adequate luggage carts will still be
a priority for passengers who opt not
3
to use these services.
Concessions
and Amenities ARRIVING
A lot of emphasis is put on the departing
PASSENGERS SFO TERMINAL 2 BAGGAGE
passenger experience. However, there is an CLAIM
There are a lot of moods and needs to moderate
express desire for arriving passengers to Brightly lit Baggage Claim areas can
in a family. What fun activities could be provided
have access to amenities and concessions invigorate passengers who’ve just
for children that might distract them from the
as well. Adding a coffee shop would be a exited a long flight. Consider finishes
sometimes tedious experience of waiting for bags? and materials that can make an
great way to tap into this need.
Is their a restroom with a nursery for nursing impact upon exit.
mothers? How about a seating area large enough
to accommodate the whole family? The important
thing to ensure in Baggage Claim, where wait times
are unpredictable, is activities and choice as well as
a harmonious built environment.

OSE PLAZ
OMP AS
REC
CO
I NT NC
PO OU
E CK RS
H E
16
C
C
O
G
N
IN
CE
ET
SS
CK
IO
JOURNEY MOMENT
TI
NS
Connectors
ACH
+ LO
WA I
APPRO
UNGE
TING
& Tunnels
ORS
P L AY A
CON NNELS
NECT
+ TU
AS RE
K EY VA LUE S
RE
VA D E
LS
ST
I
RR S
A RB
RO
I
O
C
M
S
Wayfinding Locality & A
Sense of Place
M
PA E N
M SS IT
AI GE EN IE
CL GA GE S
G R
BA EXH
T IBITS
GREE
E T + ART
ME S+
C
onnectors are defined as areas that link one Tunnels are defined as conveyances connecting parking
terminal to another, facilitating connecting structures to terminals. The same practical and aspirational
passengers as well as aiding in general elements applied to Connectors are relevant in these areas.
circulation. Connectors are further defined as either Additionally, advertisements may be located in Tunnels,
“secure” (aiding post-security connecting passengers and careful consideration should be given to their inclusion.
or “non-secure” (aiding in general circulation for both Tunnels and Connectors, due to their transitory nature, are
passengers and airline employees). Clear and concise an opportunity to create energetic design that adds another
wayfinding signage is of prime importance. The design layer of surprise and delight to the passenger experience.
of these Connectors should be dynamic in character,
providing an opportunity for enjoyment and anticipation
as travelers move through the airport.

Key Opportunities
Approach
Ticketing
Checkpoint
Values Checklist
Recompose
Plazas
Concourse
Concessions
Waiting & Lounge
Play Areas
Restrooms
Passenger Amenities
Arts & Exhibits
Locality & THINGS TO CONSIDER
Wayfinding Sense of Place □□ Wayfinding □□ Transportation + Marketing
Meet & Greet
Baggage Claim
Signage and wayfinding is extremely Consider the AirTrain waiting areas as
Arrivals Curbside
Connectors and Tunnels can be Connectors and Tunnels are a great important and should be clearly recognizable opportunities for passengers to learn more
Connectors & Tunnels for out-of-town visitors. Make maps (static about the airport and the different amenities
disorienting spaces. As such, opportunity to highlight memorable
wayfinding is a top priority. When Bay Area experiences. Art and exhibits or interactive) accessible to passengers upon that are offered.
possible, allow views to the outside are a natural answer, but consider approach to the airport.
and consider branding these areas
with a similar look and feel to the
other opportunities as well. Color
and materiality can go a long way in
□□ Visual Landmarks
Consider lighting, banners or some other
terminals they primarily connect conveying a special sense of place and
visual landmarks to indicate airport exits
to. Above all, ensure that wayfinding will help differentiate the Tunnels and
from the freeway.
signage is visible and reassures Connectors from one another.
passengers along their journey.
SOME ESSENTIALS
□□ ADA Accessibility □□ Urban Planning
These areas may require greater city
BUSINESS □□ Circulation Constraints planning efforts.
PASSENGERS
For Business Passengers new to San
□□ Traffic & Congestion □□ Life Safety Issues
Congestion can be a major issue. Ensure Exit paths for various modes of transportation
Francisco, Connectors & Tunnels
are essential in getting them to that the Connectors & Tunnels remain and fire/life safety issues need to be considered.
their final destination. Make sure a transitory part of the journey and
wayfinding is clear, both going to
and leaving the airport. discourage lingering.
□□ Federal & Local Traffic

LEISURE Must comply with federal and local
PASSENGERS traffic standards.
For a Leisure Passenger,
vacation begins as soon as they
leave the door. Consider how
these transitional spaces can
build upon the anticipation and
adventure of travel.
FAMILY
PASSENGERS
Landing in a new location can be
exciting, particularly for kids.
Consider this space as the city’s
greeting to travelers. The passenger
experience should extend beyond
the airport walls.

Future
Forecast
1 Anticipation
of Travel
The romance of travel is not as it once
was, but Connectors and Tunnels can
and should be designed to exhilarate the
passenger and add to the anticipation of
air travel or of connecting to the city. The
TWA Terminal in New York City’s John
F. Kennedy Airport (JFK) has a simple
sculptural passageway that adds to the
passenger experience.
2 An Urban
Experience
Principles of urban design theory are
CONNECTING
PASSENGERS
SFO T2 Connector
being applied as a trend toward the airport For visitors new to the area, or those who The connector tunnel provides a varied
as a “city within a city.” Connectors and are unaccustomed to traveling, wayfinding experience from other terminals through
Tunnels can provide a physical reminder to and from the airport should be clear different finishes and lighting.
through large scale art and sculpture. The and easy, particularly for those looking
Los Angeles Airport has large scale light for their connecting flights. Being clear
sculptures that indicate the location of about designated areas can help ease any
the airport from the freeway. Consider nervousness or anxiety passengers experience
other urban design elements such as while they are traveling.
wayfinding, connecting boulevards, open
plazas and public art. Make sure there is
visual connectivity, organized spaces and
information is readily available.

BIBLIOGRAPHY
Airports of the Future Project. (2011). Annual Report 2011. Brisbane, Australia: ORC International. (2009). Research on the air passenger experience at Heathrow,
Queensland University of Technology. Gatwick, Stansted and Manchester airports. London: Peter Myant and Richard
Abraham. Passenger flows in an airport terminal. Proceedings from the 35th
Crawford, G. & Melewar, T.C. (2003). The importance of impulse purchasing Winter Simulation Conference: Winter Simulation: Driving Innovation. New
behavior in the international airport environment. Journal of Consumer Orleans, Louisiana.
Behaviour, 3(1), 85–98.
Pawlowski, A. (Nov 20, 2008). Queuing psychology: Can waiting in line be
Falconer, R. (Jan 7, 2013). LAX plans multi-sensory passenger experience. fun? Retrieved from http://www.cnn.com/2008/TECH/science/11/20/queuing.
Retrieved from http://www.futuretravelexperience.com/2013/01/lax-plans-multi- psychology/index.html?_s=PM:TECH.
sensory-passenger-experience/.
Pearce, P.L. and Lee, U-I. (2005). Developing the travel career approach
Falconer, R. (May 1, 2008). Montréal’s self-service generation. Retrieved to tourist motivation. Journal of Travel Research, 43, 226-237. DOI:
from http://www.futuretravelexperience.com/2008/05/montreals-self-service- 10.1177/0047287504272020.
generation/.
Popovic, V., Kraal, B, & Kirk, P. (2010). Towards airport passenger experience
Futterman, E. (July 2005). Trends and developments in airport design. Facilities models. In: Proceedings of 7th International Conference on Design & Emotion, 4-7
Management. http://www.facilitiesnet.com/facilitiesmanagement/article/ October 2010, Spertus Institute, Chicago, Illinois.
Airports-Flying-High--3088.
Popovic, V., Kraal, B.J. & Kirk, P.J. (2009) Passenger experience in an airport: an
Gaffney, G. (Interviewer) & Kraal, B. (Interviewee). (2012). Researching the airport activity-centred approach. In: Proceedings of IASDR 2009, 18-22 September 2009,
of the future: An interview with Ben Kraal (Interview transcript). Retrieved from COEX, Seoul.
http://infodesign.com.au/uxpod/airport/.
Rook, D.W. & Fisher, R.J. (1995). Normative influences on impulsive buying
Gensler. (2013). Aviation & Transportation. Gensler Design Forecast 2013, 52-3. behavior. Journal of Consumer Research, 22(3), 305-13.
Gensler. (2012). You first. Dialogue, 21. Bernstein, F. Rowley, J. & Slack, F. (1999). The retail experience in airport departure lounges:
Hanna, A. (Jan 24, 2013). Is one airport app for all a realistic possibility? reaching for timelessness and placelessness. International Marketing Review,
Retrieved from http://www.futuretravelexperience.com/2013/01/is-one-airport- 16(4/5), 363-75.
app-for-all-a-realistic-possibility/. Sorman-Nilsson, A. (Dec 19, 2011). 2020 vision: The future of airlines and
Hanna, A. (Jan 31, 2013). The essence of Xi’an embodied in an extraordinary aviation. Retrieved from http://thinque.com.au/blog/2020-vision.php,
shopping experience. Retrieved from http://www.futuretravelexperience. Stone, A. (Aug 18, 2012). Why waiting is torture. The New York Times. http://
com/2013/01/the-essence-of-xian-embodied-in-an-extraordinaryshopping- nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html.
experience/.
Takakuwa, S., & Oyama, T. (2003). Modeling people flow: simulation analysis of
Hooper, B. (Aug 20, 2012). The airport of the future is about more than takeoff and international-departure
landing. Fast Company. http://www.fastcoexist.com/1680367/the-airport-of-the-
future-is-about-more-than-takeoff-and-landing#1. The Center for Health Design Research Coalition. (2011). Impact of Visual Art on
Waiting Behavior in the Emergency Department. Houston, TX: Nanda, U.
Kraal, B.J., Popovic, V. & Kirk, P.J. (2009) Passengers in the airport: artefacts
and activities. In: Proceedings of Design: Open 24/7, 25-27 November 2009, Thompson, D.A., Yarnold, P.R., Williams, D.R., Adams, S.L. (1996). Effects of
Melbourne, Victoria. actual waiting time, perceived waiting time, information delivery, and expressive
quality on patient satisfaction in the emergency department. Annals of Emergency
Livingstone, A., Popovic, V., Kraal, B.J., & Kirk, P.J. (2012) Understanding the Medicine, 28(6), 657-65.
airport passenger landside retail experience. In Israsena, Praima, Tangsantikul,
Juthamas, & Durling, David (Eds.) DRS2012 Bangkok – Research: Uncertainty, Williams, R. (Interviewer) & Harrison, A. (Interviewee). (2012). Airports –
Contradiction and Value, Department of Industrial Design, Faculty of Architecture, Where you go to wait (Interview transcript). Retrieved from The Science Show
Chulalongkorn University, Chulalongkorn University, Bangkok . – ABC Radio National website http:// www.abc.net.au/radionational/programs/
scienceshow/airports-e28093-where-you-go-to-wait.com.
Maister, D. (2005). The psychology of waiting lines. Retrieved from
http://davidmaister.com. Wu, X., Levinson, D.M., Lui, H.X. (2009). Perception of waiting time at signalized
intersections. Transportation Research Record: Journal of the Transportation
Myers, P. (Oct 18, 2012). Just how stressful is business travel? Retrieved from Research Board, 2135, 52–59. DOI: 10.3141/2135-07.
http://www.reuters.com/assets/print?aid=USLNE89H01Q20121018.
Omar, O., Kent, A. (2001). International airport influences on impulsive shopping:

trait and normative approach. International Journal of Retail & Distribution
Management, 29(5), 226-35.
FOOTNOTES GLOSSARY
TICKETING AOA FAA
1
Maister, D. (2005). The psychology of waiting lines. Retrieved from Air operations area Federal Aviation Administration
http://davidmaister.com. ACC GID
2
Myers, P. (Oct 18, 2012). Just how stressful is business travel? Retrieved from Airline Consultatative comittee Gate Information Display systems
http://www.reuters.com/assets/print?aid=USLNE89H01Q20121018.
ACSSP ITB
3
Hooper, B. (Aug 20, 2012). The airport of the future is about more than takeoff and Airline Carrier Standard Security Program International Terminal Building
landing. Fast Company. http://www.fastcoexist.com/1680367/the-airport-of-the-
future-is-about-more-than-takeoff-and-landing#1. Apron Level Journey Moments
Ground level accessible to airfield Spaces or activities that passengers using airport public
4
Futterman, E. (July 2005). Trends and developments in airport design. Facilities spaces pass through, engage with or spend time in
Management. http://www.facilitiesnet.com/facilitiesmanagement/article/ Arrivals Level
Airports-Flying-High--3088. For arriving passengers Landside
Pre security areas
5
Gaffney, G. (Interviewer) & Kraal, B. (Interviewee). (2012). Researching the Airside
airport of the future: An interview with Ben Kraal (Interview transcript). All areas after security checkpoint LEED
Retrieved from http://infodesign.com.au/uxpod/airport/. Leadership in Energy and Environmental Design
AIMS
CHECKPOINT Airport Information Management System PBB
5
Hanna, A. (Jan 24, 2013). Is one airport app for all a realistic possibility? Passenger boarding bridge
BHC
Retrieved from http://www.futuretravelexperience.com/2013/01/is-one-airport-
Baggage Handling System PVC
app-for-all-a-realistic-possibility/.
Polyvinyl Chloride
BICE
CONCOURSE
Building Inspection And Code Enforcement Precompose Area
6
Bernstein, F. You First. Retrieved from Gensler Dialogues Immediately prior to security reserved for passenger to
BIDS
compose themselves before the security check
CONCESSIONS Baggage Information Display System
Recompose Area
7
Livingstone, A., Popovic, V., Kraal, B.J., & Kirk, P.J. (2012) Understanding the BIM
Immediately post security reserved for passenger to compose
airport passenger landside retail experience. In Israsena, Praima, Tangsantikul, Building Information Modeling
Juthamas, & Durling, David (Eds.) DRS2012 Bangkok – Research: Uncertainty, themselves after the security check
Contradiction and Value, Department of Industrial Design, Faculty of Architecture, CalGreen
Secure Connector
Chulalongkorn University, Chulalongkorn University, Bangkok . California Green Building Standards Code
Area of connection between post security areas of the airport,
WAITING + LOUNGE CID typically two terminals
Counter Information Display System
8
The Center for Health Design Research Coalition. (2011). Impact of Visual Art on Ticket Lift
Waiting Behavior in the Emergency Department. Houston, TX: Nanda, U. CEQA Boarding pass scanning device
California Environmental Quality Act
9
Myers, P. (Oct 18, 2012). Just how stressful is business travel? Retrieved from T1
http://www.reuters.com/assets/print?aid=USLNE89H01Q20121018. Concourse Terminal One
Post security circulation area
MEET & GREET T2
Concessions Terminal Two
10
Gaffney, G. (Interviewer) & Kraal, B. (Interviewee). (2012). Researching the
airport of the future: An interview with Ben Kraal (Interview transcript). Retrieved Breaks into two distinct catergories:
T3
from http://infodesign.com.au/uxpod/airport/. Food and Beverage (F&B) and Retail
Terminal Three
CONNECTORS & TUNNELS D&C
Terminal
Design and Construction
Futterman, E. (July 2005). Trends and developments in airport design. Facilities
11
The main building or structure. There are 4 Terminals
Management. http://www.facilitiesnet.com/facilitiesmanagement/article/ DRC at SFO. Terminal 1 Terminal 2 Terminal 3 and the
Airports-Flying-High--3088. Design Review Committee International Terminal
Departures Level QRT

For departing passengers Quick Response Team. A group of vested stakeholders
FF&E assembled to develop program needs and review design
Furniture, Fixtures and Electric related issues of a variety of
FIDS VOC
Flight information display system Volatile Organic Compound
PHOTO CREDITS
INTRODUCTION ART AND CULTURE CHECKPOINT ARTS AND EXHIBITS
Gensler.................................................................................p. 5 Photo by Bruce Damonte.....................................................p. 93 Photo by Ken Power.......................................................... p. 156 Photo by Nic Lehoux......................................................... p. 210
Photo by Håkan Dahlström................................................. p. 11 Photo by Bruce Damonte.....................................................p. 95 Photo by Nic Lehoux.........................................................p. 160 Photo by Bruce Damonte................................................... p. 214
Photo by Bruce Damonte..................................................... p. 15 Photo by Bruce Damonte.................................................... p. 96 Photo by Nic Lehoux......................................................... p. 161 Photo by Nic Lehoux......................................................... p. 215
Photo by Gensler.................................................................p. 18 Photo by Grumblr on Flickr...............................................p. 100 RECOMPOSE MEET AND GREET
Photo by Bruce Damonte.................................................... p. 20 Photo by SK on Flickr........................................................p. 100 Photo by Bruce Damonte................................................... p. 162 Photo by Nic Lehoux......................................................... p. 216
Photo by Gensler................................................................ p. 20 HEALTH AND WELLBEING Photo by The Civil Aviation Authority of Singapore........... p. 166 Photo by Michael Townsend, Gensler................................p. 220
PASSENGER TYPOLOGIES Photo by Michael Townsend, Gensler................................ p. 103 Photo by Bruce Damonte................................................... p. 167 Photo by Bruce Damonte................................................... p. 221
Photo by Nic Lehoux...........................................................p. 24 Photo by Bruce Damonte................................................... p. 107 PLAZAS ARRIVALS CURBSIDE
LOCALITY AND SENSE OF PLACE Photo by Karsten1605 on Flickr.........................................p. 108 Photo by Nic Lehoux......................................................... p. 168 Photo by Nic Lehoux......................................................... p. 222
Photo by Tyler Kantzer via Flickr........................................p. 43 Photo by Amy Kwok, Gensler.............................................p. 108 Photo by Nic Lehoux......................................................... p. 172 Photo by John Edward Linden...........................................p. 226
Photo by Bruce Damonte................................................ p. 44-45 SUSTAINABILITY Photo by Brian Mossemenear............................................ p. 173 Photo by Gensler Lawrence Anderson Photography........... p. 227
Photo by Michael Townsend, Gensler.................................. p.46 Photo by Nic Lehoux......................................................... p. 113 CONCOURSE BAGGAGE CLAIM
Photo by Bruce Damonte..................................................... p. 47 Photo by Nic Lehoux....................................................p. 114-115 Photo by Mike Wiacek (mikewiacek.com........................... p. 174 Photo by Nic Lehoux......................................................... p. 228
Photo by InSapphoWeTrust on Flickr ..................................p. 48 Photo by Nic Lehoux......................................................... p. 116 Photo by Harry Purwanto.................................................. p. 178 Photo by Nic Lehoux......................................................... p. 232
Photo by Beau Trincia on Flickr ..........................................p. 48 Photo by Bruce Damonte....................................................p. 117 Photo by Robyn Lee........................................................... p. 179 Photo by Nic Lehoux......................................................... p. 233
REVENUE GENERATION Photo by Ben Benschneider............................................... p. 118

CONCESSIONS CONNECTORS AND TUNNELS
Photo by Nic Lehoux...........................................................p. 53 Photo by Mat McDermott................................................... p.118
Photo by Nic Lehoux ........................................................p. 180 Photo by The Other Martin Taylor..................................... p. 234
Phot by Nic Lehoux............................................................ p. 55 LOOK AND FEEL Photo by Nic Lehoux ........................................................ p. 184 Photo by Nic Lehoux......................................................... p. 238
Photo by Flickr User Renzopix............................................p. 58 Photo by Bruce Damonte .................................................. p. 123 Photo by Nic Lehoux ........................................................ p. 185 Photo by Nic Lehoux......................................................... p. 239
Photo by Zeke Wright..........................................................p. 58 Rendering by Gensler....................................................... p. 125
WAITING AND LOUNGE
CONVENIENCE AND HOSPITALITY Photo by N. Powell Gensler ............................................... p. 126
Photo by Andrew Heather / ndnbrunei on Flickr................ p. 186
Photo by Ann Parbery.........................................................p. 63 Photo by Tim Griffith........................................................ p. 127
Photo by Nic Lehoux.........................................................p. 190
Photo by SFO......................................................................p. 65 Photo by Robyn Lee........................................................... p. 127
Photo by Franck Michel.................................................... p. 191
Photo by by Jurveston on Flickr......................................p. 66-67 TECHNOLOGY
PLAY AREA
Photo by morguefiles.......................................................... p.68 Photo by Nic Lehoux......................................................... p. 133
Photo by Nic Lehoux ........................................................ p. 192
Photo by The Civil Aviation Authority of Singapore............ p. 68 Photo by Brad Mohr.......................................................... p. 135
WAYFINDING Photo by Dante del Rosario............................................... p. 138
Photo by morguefiles .......................................................... p. 73 Photo by Fraport............................................................... p. 139
RESTROOMS
Photo by Nic Lehoux........................................................... p. 75 Photo by CNN................................................................... p. 139
Photo by Bruce Damonte................................................... p. 198
Photo by Nic Lehoux...........................................................p. 76 APPROACH
Photo by Dr. Sam on Flickr................................................p. 202
Photo by Wikimedia Commons........................................... p. 77 Photo by Nic Lehoux......................................................... p. 144
Photo by Bruce Damonte...................................................p. 203
Rendering by Gensler......................................................... p. 77 Photo by Alex B / Phototourist on Flickr............................ p. 148
Photo by Tim Griffith........................................................ p. 149 PASSENGER AMENITIES

TIME AND EFFICIENCY
Photo by Elizabeth Johnson..............................................p. 204
Photo by N. Powell, Gensler................................................p. 83 TICKETING
Photo by Melissa Kopka....................................................p. 208
Photo by Bruce Damonte....................................................p. 85 Photo by Bruce Damonte................................................... p. 150
Photo/rendering by Gensler..............................................p. 209
Photo by Greg Pries........................................................... p. 86 Photo by Bruce Damonte................................................... p. 154
Photo by Brewbooks on Flickr............................................ p. 88 Photo by The Civil Aviation Authority of Singapore........... p. 155
Photo courtesy of Copenhagen Airport................................ p.88
PROPERTY OF SAN FRANCISCO INTERNATIONAL AIRPORT
Prepared by for the San Francisco International Airport
Version 1.0
Issued December, 2013
© 2013 San Francisco International Airport
Gensler SFO
Jeff Henry Judi Mosqueda
Melissa Mizell Rick Thall
Amy Kwok Kris Opbroek
Nicole Powell
David Mayman URS
Miriam Diaz Elissa Flandro
Meaghan Beever
Sue Yin
Nupur Sinha
Gary Brandau

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SA N F RA NCISCO INTERNATIONAL AIRP ORT

The Principles of R.E.A.C.H.

S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT 2013

The Principles of R.E.A.C.H. is an aspirational document for architects, designers,

04 Introduction 142 Journey Moments

10 SFO Vision 150 Ticketing

14 What is REACH? 156 Checkpoint

16 SFO in Numbers 162 Recompose

24 The Passenger Experience 174

26 Stages of the Passenger Journey 186 Waiting & Lounge

28 Passenger Typologies 192 Play Areas

30 Leisure Passengers 198 Restrooms

32 Business Passengers 204 Passenger Amenities

34 Family Passengers 210 Arts & Exhibits

36 Assisted Passengers 216 Meet & Greet

38 Unique Passengers 222 Baggage Claim

228 Arrivals Curbside

40 Values 234 Connectors & Tunnels

72 Wayfinding 243 Glossary

82 Time & Efficiency 244 Photo Credits

92 Arts & Culture

102 Health & Wellbeing

122 Look & Feel

S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT T H E PR I NCI PL E S OF R .E . A .C .H.

Following the success of recent airport projects such as the Terminal

The Principles of R.E.A.C.H. 2013 is designed to serve as an aspirational

The Principles of R.E.A.C.H. 2013 is a roadmap for focusing SFO staff,

4 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 5

TERMINAL 1 TERMINAL 2 TERMINAL 3 INTERNATIONAL TERMINAL

DATE OPENED 1963 1954 1979 2000

TOTAL AREA 27,258 sq ft 29,286 sq ft 54,596 sq ft 87,775 sq ft

6 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 7

8 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 9

SFO is committed to becoming the top airport in customer satisfaction and

10 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT 11

12 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 13

14 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 15

All terminals serve significant functions

16 R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 17

T1 Boarding Area B (B/A B)

1963 $53 million

18 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 19

T3 Boarding Area E (B/A E)

20 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 21

22 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT R E V E N U E E N H A NCE M E N T A N D C UST OM E R HO SPI TA L I T Y 23

In thinking about the passenger journey, it is important to consider that

26 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT T H E PR I NCI PL E S OF R .E . A .C .H. 27

LEISURE travel that family passengers do is usually leisure travel,

PASSENGERS difficulties getting equipment

28 S A N F R A NCIS C O I N T E R NAT IONA L A I R P ORT T H E PR I NCI PL E S OF R .E . A .C .H. 29

Jane drives to SFO from

Events, shows and art are Consider having more social

Mark WHERE AND WHEN

BUSINESS PASSENGER 5 DAMMIT, WHY CAN’T

delayed for another two hours. ANNOYED

to use the restrooms

BEING COMFORTABLE over IP or Skype-like video

UNIQUE PASSENGER RECOMPOSE NOWHERE FOR