As any traveler knows, airports across the globe are pretty much alike. The food is expensive, the big fashion brands are dominant, and global franchises control the shopping centers with prices that double and sometimes triple those in any city. This model has been perpetuated for decades and seemed impossible to change. But in Portland, Oregon, they have decided to give it a try. The stores at the new airport terminal are 100% local, the prices are exactly the same as in Portland itself, and the results seem to indicate that soon they won't be the only ones trying to break with a model that makes millions of passengers angry.

"Most airports have one or several major concessionaires who build and operate vendor premises through licensing agreements or subleases. But at the Port of Portland, which manages PDX [Portland International Airport], we don't do that," says Chris Czarnecki, Director of Business and Properties at PDX. "Most of our contracts are direct leases with the owners of each business, and that creates a more authentic experience for travelers while helping keep revenue inside our region."

It was not an easy task, but the renovation of the main terminal, in 2024, was the perfect opportunity to invest in a completely groundbreaking landscape. "The Port of Portland is on a mission to use its resources, such as PDX, to make economic growth accessible to everyone in our region. And we had the opportunity to demonstrate that commitment with the renovation of the main terminal, which created 24 new spaces for restaurants and shops. Each of these spaces will be occupied by a local brand and 60% of them are owned by women and minorities," Czarnecki points out.

Local shops and restaurants now occupy all the available spaces with priority given to small businesses, leading to new initiatives. "We created the pop-up store program that we launched with the opening of the main terminal, where the Port of Portland created two rotating retail spaces each year. It's a way for small businesses that may not have the experience or financial backing to commit to a 10-year lease to learn how to operate at an airport," Czarnecki says.

The Portland model, including staff hire, emerged from a desire to eschew the schemes that govern airports around the world, as Kaitlin Hunter, senior concessions manager at PDX, explains: "We wanted to make sure that the brands that were already here before the renovation could be part of the new airport," she says. "We talked directly to those businesses to keep them going, and then we requested proposals for new businesses. In 2022, we encouraged community engagement through social media so that ordinary people could have a say in what they wanted to see at the airport. My team then spent hours talking to these businesses to gauge their interest and capability."

The process culminated in a selection committee made up of internal and external partners who decided which businesses to invite, evaluating the proposals according to concept, feasibility, financial statements, community involvement, and employer-employee relationship. This ensures that salespeople are a good fit for the airport and have a chance of success. And there's one last factor that's equally important, Hunter says: "We also wanted to sign contracts with businesses that treated their employees well in terms of wages, benefits, hours, and policies."

The reaction to the new shops and restaurants in the main terminal has been incredibly positive according to the websites that are dedicated to evaluating this type of venue and initiative. "People love the options, as well as the Port of Portland's pricing policy, which prevents vendors from charging more at PDX than at their off-airport locations," Hunter says. Traveler surveys are conducted every quarter to better understand who is using the facility and how, so improvements are made daily, thanks to a huge database.

"In the third quarter of 2025, the number one answer to the question, 'What was your best airport experience today?' was, 'The main terminal,' and concessions are a big part of that," says Hunter. "One traveler, for example, commented, 'I love the atmosphere in general. Natural light. I love the shops and food options. And all the workers are very friendly.'" The airport's modern and welcoming design by the local architect studio ZGF has earned it unanimous praise and multiple awards.

Last June, for example, PDX was recognized as one of the most beautiful airports in the world by Prix Versailles, an architecture and design award that is announced every year at Unesco. "Our concessions program will continue to focus on local brands and we will continue to look for ways to reduce barriers for businesses to operate in PDX," says Hunter. When asked if Portland is simply a one off, Czarnecki is clear: "Not at all. Other airports can follow this model," he insists. "In fact, several have come to us to ask us how we did it. Managing individual leases involves more work, but we think it's worth it for the benefits it brings to travelers and local businesses. Every airport must find what works for it."