Bradley International Airport Enhances Passenger Experience and Regional Identity

Bradley International Airport (BDL) is reinforcing its commitment to enhancing the passenger experience with its latest concession upgrades. With nearly 7 million travelers passing through BDL annually, the airport sought to create a stronger sense of place by transforming its retail spaces.

In partnership with Paradies Lagardère, BDL unveiled two newly renovated storefronts: Charter Oak Emporium in November 2023 and CT River Landing in September 2024. These storefronts not only provide diverse retail offerings but also celebrate Connecticut’s cultural heritage.

"The vision was to create striking storefronts that prominently display a local sense of place and welcome passengers to explore the offerings within the space," said Mike Shea, Executive Director of the Connecticut Airport Authority. "Our desire was to steer away from the typical 'news and gift' imagery and create a feeling of Connecticut and Western Massachusetts that would resonate with passengers."

The Need and Scope of the Project

Recognizing that modern travelers expect more from airport retail, BDL leadership prioritized the development of spaces that engage passengers with meaningful and locally inspired designs. The need for these enhancements was twofold: to differentiate BDL from competing airports by reinforcing Connecticut’s unique identity and to introduce retail options that better serve both business and leisure travelers.

Charter Oak Emporium, named after the historic tree that safeguarded Connecticut’s colonial charter, showcases two oak tree replicas at its entrance, immersing travelers in state history. Meanwhile, CT River Landing highlights the Connecticut River, the longest river in New England, and offers products that celebrate Hartford and the broader region.

"We have put tremendous focus on creating a sense of place within the terminal so that those traveling through Bradley International Airport feel like they are in Connecticut and the broader New England region," Shea said. "Part of creating a sense of place is tapping into our state’s history. As the largest and busiest airport in Connecticut, it has also allowed us to create a local identity that sets us apart from regional competition and resonates well with travelers."

Design, Construction, and Execution

The project was executed through a collaboration between BDL leadership and the Paradies Lagardère design team. While the Connecticut Airport Authority (CAA) and BDL provided vision and oversight, Paradies Lagardère translated these ideas into reality, ensuring the new storefronts seamlessly integrated into the terminal’s flow.

Inside Charter Oak Emporium, travelers can explore a selection of regionally inspired products, including locally sourced maple syrup from the Ackert Family. "Through our negotiations, the CAA/BDL pushed for Paradies Lagardère to develop these locations as marketplace destinations, intentionally highlighting local and specialty products," Shea explained. "The Paradies Lagardère team supported this direction and developed the necessary local connections to offer the right product mix."

CT River Landing follows a similar approach, offering chocolates made in New England with Hartford-centric packaging, as well as apparel celebrating Connecticut’s sports history. These thoughtful selections ensure that passengers can take home a tangible piece of the region’s culture.

The construction process was carefully phased to avoid disruption to airport operations. "It was important for us to complete these projects with minimal inconvenience to travelers," Shea said. "We strategically phased construction to ensure a smooth transition from the previous concessions to the newly branded storefronts."

Lessons Learned and Funding Sources

Another important lesson was the role of strategic vendor selection in ensuring the success of the project. Partnering with Paradies Lagardère allowed BDL to curate an authentic and high-quality product mix that reflects the unique character of Connecticut. This partnership ensured that the items available were not only practical for travelers but also meaningful and representative of the local culture.

Finally, the careful phasing of construction proved to be a critical element in minimizing disruptions to daily airport operations. By implementing a well-planned timeline and working closely with stakeholders, BDL ensured that the transition from the previous retail spaces to the new storefronts was smooth and seamless for passengers.

While no federal or state funds were used for the renovations, the project was funded through a combination of airport-generated revenue and private investment from Paradies Lagardère. "These two locations are two important players in our overall concession program at BDL and represent 50% of our news and gift store offerings," Shea said.

Expanding BDL’s Retail Vision

The success of Charter Oak Emporium and CT River Landing has set the stage for future concession development at BDL. "Several other concession development opportunities are on the horizon over the next two years, which will continue to have a dedicated focus on local and regional offerings," Shea stated.

Shea further elaborated on BDL’s long-term strategy: "We see this as part of a broader vision for elevating the passenger experience at BDL. As we look to the future, we plan to continue integrating local culture into our concessions while expanding our service offerings."