Personal Services

The vendor required to provide personal services for include:
•    Experiential design
•    Experiential delivery and activations
•    Strategy and engagement
•    Research and development, and
•    Employee culture, guest services functions, hospitality training, and quality assurance.
1. Experiential design
•    Concept development: crafting innovative, research-and-data-driven experiential design concepts that reflect the unique identity of lax, enhance the overall passenger experience and express the big idea through la-unique experiences. 
•    Storytelling: define and integrate the organization’s story through brand engagement, entertainment, architecture, facility, commercial offerings.
•    Spatial planning: designing layouts that optimize passenger flow, comfort, and accessibility while integrating aesthetic elements. 
•    Interactive installations: developing interactive and sensory installations that captivate travelers and provide memorable experiences. 
•    Brand enhancement and integration: ensuring that all design elements align with LAX's brand values and messaging, creating a cohesive identity across all terminals, and are commercially viable.
•    Technology integration and development: curating and providing advanced technologies and conducting user experience and user interface design to enhance the experiential design, include platforms to build loyalty ecosystems with customers.
•    Content and graphic creation: create digital and static content that is visually stimulating for multiple different mediums. 
•    Integrating with state digital content management platform and other public and employee digital channels. 
•    Operationalize guest experience: consult, contribute, and train various operations from a guest experience perspective, embedding service principles into ongoing processes. 
•    Create experience governance models to ensure consistency across architecture, operations, marketing, concessions, and employee engagement. 
•    Creative council and guardianship: advise on culturally relevant experiences, music, design, retail, restaurants, brands, and collaborations that advance the lax brand, narrative and experience.
•    Experience masterplan: maintaining and contributing to an airport-wide experience masterplan.
2. Experiential activations
•    Program development and leadership: develop and direct key programs and activations ensuring alignment with experience goals and commercial objectives, while capitalizing on emerging consumer trends. 
•    Event planning and execution: organizing and managing events that entertain and engage passengers or employees, such as live performances, exhibitions, and cultural showcases. 
•    Commercial development: design, assess commercial viability and have ability to implement commercial offerings that further bring the lax experience to life. 
•    Assess existing commercial offerings against the ideal lax experience and guest experience principles to manage as a cohesive program, rather than separate workstreams. 
•    Pop-up experiences: developing temporary installations and pop-up offerings that offer unique products and services to travelers. 
•    Interactive campaigns: designing and implementing interactive marketing campaigns that encourage passenger and employee participation and engagement.
•    Seasonal and thematic activations: creating themed experiences that align with holidays, seasons, or special occasions to enhance the airport's atmosphere.
•    Partnership collaborations: collaborating with brands, artists, and local businesses to bring diverse and exciting activations and unique entertainment experiences to lax. 
•    Concierge services: provide personalized assistance programs for travelers to enhance convenience, efficiency, and comfort for travelers. 
•    Experiential product offerings: provide innovative products for testing or implementation to solve passenger paint points during their travel journey. 
•    Production and fabrication: provide production for branded entertainment, digital content, immersive media, video and fabrication services to design and create immersive interactive exhibitions and experiences. 
•    Can include production capabilities to bring any experiences to life, to appeal to any of the senses.
•    Activation effectiveness: ongoing learning and improvement across multiple activation on the activation process and experiences. 
•    Coordination with other related airport programs. 
•    Experience measurement: leverage advanced technologies—including video analytics and other data-driven tools—to deliver comprehensive, actionable insights into public engagement and the uptake of experiential initiatives. 
•    Experience promotion: delivery of an experience promotion plan to drive interest in and take up of new lax experiences.
3. Strategy and engagement
•    Industry communication: develop communication and marketing strategies to keep stakeholders, including airlines, tenants, passengers, and the industry informed and engaged with our brand. 
•    Strategic analysis: provide cross industry research and council to ensure Lawa is aligning to emerging consumer and market trends and aligning to be best positioned as the industry leading firm. 
•    Innovation: provide innovation training, lab and accelerator, frameworks, and support to drive innovation within the organization.
4. Research and development
•    Market research: conducting surveys, journey mapping, detailed segmentation, focus groups, and data analysis to understand passenger and airline needs, preferences, and behaviors, including emotional analytics and predictive modeling. 
•    Trend analysis: identifying and analyzing industry trends and best practices to inform design and activation strategies. 
•    Broaden in-depth industry understanding through engagement with academic and other research institutions and experts and facilitation of site visits and round-table learning workshops. 
•    Innovation and testing: developing and testing new concepts, technologies, and services to ensure they meet passenger expectations and operational requirements. 
•    Consumer research: use the latest neuroscience and behavioral science trends to capture nuanced insights and tailor offerings to be most compelling. 
•    Process improvement and passenger facilitation: conduct quantitative assessments to continuously refine and enhance the passenger experience at lax and provide the latest solutions for passenger facilitation.
- Employee culture, guest services functions, hospitality training, and quality assurance
•    Training program development and delivery: designing and delivering comprehensive training programs that cover customer service, operations design and training, leadership training for hospitality environments, experiential activations, brand standards, and other ad hoc training needs that arise. 
•    Training and operating guides: create training and operating guides for a multitude of different types of processes around the campus, including operational frameworks that translate into narrative measurable KPIs across departments. 
•    Standards documentation: generate, document, and embed ‘first and best’ standards across every vertical of the organization. 
•    Employee attribute design: design the elements that enable employees to bring the brand to life, such as uniforms and service design. 
•    Hospitality: provide the latest expertise in hospitality and identify and execute ways to incorporate the trends around the campus. 
•    Quality assurance: provide mystery shoppers for concessions and other service elements of the business, and other ways of evaluating service and experience performance around the campus to provide insights and feedback based on observations. 
•    Include a broad range of experience measurements. 
•    Employee technology: provide platforms and services that assist in the training, deployment, communication, and execution of guest services and operational employees’ roles, include gamification.