Areas USA

Issue: World-class concessions for LAX airport, the 6th busiest in the world

Airport ShopsA Concession Agreement to supply food, beverage and retail services at airports is one of the most political and contentious procurements in the public sector. A subsidiary of the global concessions provider Areas S.A., Areas USA entered the American market in 2005. With only a few U.S. contracts, Areas USA hired arnie berghoff & associates to represent the company before the City of Los Angeles and Los Angeles World Airports (LAWA). LAWA was about to initiate a complete overhaul of the concessions at LAX, the sixth busiest airport in the world. To help assemble the strongest proposal for LAX, arnie berghoff & associates assisted Areas USA in selecting the right concepts and local partners, including the locally acclaimed nonprofit-social enterprise Homeboy Industries. arnie berghoff & associates effectively marketed the experience and value of Areas USA’s world-class operations to Los Angeles World Airports and the City Council. While Areas USA was selected by LAWA for contracts of over $70 million in annual revenue, the long-time incumbent operator was selected for none and subsequently waged a brutal political battle to restart the entire procurement process. arnie berghoff & associates counseled Areas USA on the appropriate positioning and tactics, ensuring the City approved the contracts.