Principles of REACH - Amazon Web Services

125 Pages·2013·40.91 MB·English

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SAN FRANCISCO INTERNATIONAL AIRPORT 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 Concourse
180 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
240 Bibliography
42 Locality & Sense of Place
52 Revenue Generation
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
SAN FRANCISCO INTERNATIONAL AIRPORT THE PRINCIPLES 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 SAN FRANCISCO INTERNATIONAL AIRPORT REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY 55
SFO Statistics
TERMINAL 1 TERMINAL 2 TERMINAL 3 INTERNATIONAL TERMINAL
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
ALSO KNOWN AS
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
6 SAN FRANCISCO INTERNATIONAL AIRPORT REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY 7
Document Brief
1 2 3 4
BACKGROUND THE PASSENGER SFO JOURNEY
INFORMATION EXPERIENCE VALUES MOMENTS
SFO VISION Stages of the LOCALITY & 1 2 3
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 ARRIVING GENERATION 4 5 6
PASSENGERS PASSENGERS
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 7 8 9
PASSENGERS
CONCESSIONS WAITING PLAY AREAS
WHAT IS R.E.A.C.H.? WAYFINDING
& LOUNGE
A breakdown of The Principles of R.E.A.C.H
Passenger Typologies TIME &
10 11 12
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 ARTS & AMENITIES
total area to amount of revenue generated. PASSENGERS PASSENGERS CULTURE
13 14 15
HEALTH & MEET & GREET BAGGAGE CLAIMARRIVALS
WELLBEING CURBSIDE
BUSINESS UNIQUE
PASSENGERS PASSENGERS
SUSTAINABILITY 16
CONNECTORS &
LOOK TUNNELS
FAMILY
& FEEL
PASSENGERS
TECHNOLOGY
8 SAN FRANCISCO INTERNATIONAL AIRPORT REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY 9
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 SAN FRANCISCO INTERNATIONAL AIRPORT 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 2 3 4 5 6 7 8
Airlines/
Customer/ Aircraft/ Non-Airline Employees & Environmental Safety/ External
Passenger Routes Revenue Organization Sustainability Security Infrastructure 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. Maintain average cost per Achieve LEED Gold certification in continual evaluation of airfield optimal condition.
enplaned passenger below $18.90 all new buildings. best practices. Increase local business
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
Have the most efficient airport and possess the best integrated employment development program
ground transportation system in response capability. Implement projects that will for the benefit of the communities
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.
12 SAN FRANCISCO INTERNATIONAL AIRPORT REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY 13
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
14 SAN FRANCISCO INTERNATIONAL AIRPORT REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY 15
TERMINAL 2
TERMINAL 3 TERMINAL 1
SFO in
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 REVENUE ENHANCEMENT AND CUSTOMER HOSPITALITY 17