A Better Bet at the Airport

Why can't Rendell sell a rich, bored, captive audience to the casinos?

by Bruce Schimmel

According to a survey of the nation's largest airports, Philadelphia International was recently ranked the best.

Now, stop laughing.

According to J.D. Power's eighth annual evaluation of the country's 19 biggest airports, travelers passing through Philly International ranked us as No. 1 in customer satisfaction.

Admittedly, "satisfaction" in air travel today is a somewhat relative term.

But even though Philly may be the best of a sorry lot, being the nation's leader in airport service and amenities is still an enviable perch. And valuable, too.

A happy (OK, less unhappy) crowd is already profitable to airport franchisees who feed and water them — as John Street's cronies might attest.

Likewise, a casino that caters to air travelers would also cash in — which is what Gov. Ed Rendell says he's trying to convince Foxwoods and SugarHouse.

To date, though, the casinos have shown little enthusiasm for moving from the Delaware River. They make vague noises that being near the airport doesn't fit their marketing plans.

Well, I just don't get it. Maybe Foxwoods and SugarHouse should chat up their colleague, Bob Pickus, a vice president at Trump. Pickus recently told the Inquirer that an airport location would be "just as lucrative" as a berth along the river.

Maybe even more lucrative. The 32 million passengers who went through Philly last year are not just a big market. Like the one in five passengers who are delayed nationally, they are "essentially a captive audience," as J.D. Powers puts it.

A "captive audience"? And for a casino next to an airport, just consider the marketing possibilities: "Spin to win free trips." "Take a chance on an upgrade." Or something like that.

Still, you ask, with airlines being decimated by oil prices, why would anyone want to hitch their wagon to a staggering business?

It's true that as airlines disappear, so will some airports.

But not here.

In fact, Philadelphia International should benefit from a decline. Even now, as travelers shy away from flying because of high prices, Philly's numbers continue to grow. As of April, air travel traffic here increased a percent and a half over last year.

Philly will continue to profit as fuel prices climb, and especially as airlines trim unprofitable routes. Next year, airlines are expected cut about 10 percent to 20 percent of their flights, particularly in and out of smaller airports.

Which is actually good news for regional giants like Philly, who will take up the slack. And which is why, despite the downturn, the Philadelphia airport is expanding to meet a growing demand.

Finally, from a marketing standpoint, consider the demographics of the future flying public. With rising fares, those who can travel will likely be the sort who have more money in their pockets. And, with fewer flights to chose from, more time on their hands.

A rich, bored, captive market? Next to a growing, world-class facility? Sounds like a jackpot for a casino.

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And consider how much more profitable — and more humane — for casinos to go after wealthy travelers, than to prey on River Ward and South Philly neighbors.

Rendell says he's trying to get one of the casinos to come to the airport. But, so far, he's failed.

Again, I don't get it. I can't understand why our silver-tongued governor, a former DA, can't persuade casinos to cater to airport high-fliers. It's simply a better bet for everyone.

(bruce@citypaper.net)