Palm Springs International Airport has announced a naming rights sponsorship deal with Agua Caliente Casinos, reshaping the identity of the Regional Jet Concourse. Starting in early 2024, the concourse will be officially renamed the “Agua Caliente Concourse” after the prominent tribal casino brand, which operates the sole casino within Palm Springs city limits.
The three-year collaboration is valued at $1.433 million. Agua Caliente Casinos will also adorn the concourse and gain advertising privileges and activation spaces within the terminal and the broader airport. These spaces are envisioned to offer passengers an “immersive experience,” showcasing the tourism and entertainment offerings of Agua Caliente Casinos without the involvement of traditional casino games or slot machines.
Jake Ingrassia, spokesperson for the airport, said that the activations aim to create “engaging passenger experiences” inside the concourse, highlighting Agua Caliente Casino’s tourism amenities. Saverio R. Scheri III, Chief Operating Officer for Agua Caliente Casinos, underscored the strategic importance of the partnership, emphasizing the opportunity to make a lasting impression on travelers from the moment they step into the airport.
The Agua Caliente Concourse is home to nine gates. Harry Barrett, the Airport Executive Director, sees this partnership as one of many initiatives to transform the airport into an innovative space. He noted that the announcement is one of many “firsts” the airport hopes to achieve.
The move to sell naming rights for specific sections of airports is a relatively modern approach, with Palm Springs joining the ranks of airports in Grand Rapids, Michigan, and Duluth, Minnesota. This announcement also aligns with Palm Springs International Airport’s record growth in travelers and flights as the aviation industry recovers from the impact of the COVID-19 pandemic.
Beyond the Agua Caliente Concourse, the airport is undergoing a comprehensive overhaul of its food and shopping offerings, scheduled for completion by the end of the upcoming year. The endeavor seeks to infuse more local offerings and flair into the airport experience.
Furthermore, the airport clarified that there are currently no plans to sell naming rights for the other concourse, known as the Sonny Bono Concourse, honoring the late celebrity and former Palm Springs mayor.
