San José Mineta International Airport Announces New Generation of Airport Retail Concessions

San José City Council approves proposals for $16.9 million in capital investment that will bring 12 new retail concession opportunities to Terminals A and B, engage 50+ local retailers

Plaza de San José rendering
 

San José, Calif. – Following a comprehensive Request for Proposal (RFP) process, San José City Council has approved the selection of two partners, Hudson and Paradies Lagardère, to manage a new retail concession program at San José Mineta International Airport (SJC) that will support 50+ local retailers. The collective minimum capital investment of $16.9 million will support a high-quality build-out featuring fresh new looks and integrate new technologies that will enhance the passenger experience, increase speed of service and drive sales.

Consisting of 12 retail concepts throughout Terminals A and B, the new partners will bring an updated product mix and a refreshed look and feel to the Airport’s retail concessions, with new retail outlets opening as early as this year. The new program features a diverse mix of travel essentials, cafés and specialty retail, prioritizing high-quality products, local merchandise, technology and exceptional customer service. To ensure product freshness, all grab-and-go food will be locally sourced from within Santa Clara County.

The Airport’s new retail concession program is expected to generate a minimum of $4,843,025 in revenue annually to support airport operations. This is approximately a 20% increase in the minimum annual guarantee (MAG) revenue compared to Fiscal Year 2024-2025. The collective total minimum revenue guaranteed over the 12-year term of the program is $48,430,250. SJC is a self‐supporting enterprise owned and operated by the City of San José.

Prioritizing a keen sense of place—focusing on innovation, local flavors, small businesses and a curated product selection—the new program will include diverse offerings featuring established brands and local businesses, including an almost 50% increase in participation by Airport Concessions Disadvantaged Business Enterprises. Both retail partners committed to support a high-quality buildout with new technology components that are designed to delight customers and drive incremental revenue.

“With thousands of visitors expected to pass through SJC for the Super Bowl, NCAA Men’s Basketball, and World Cup games in 2026, now is the perfect time to enhance our airport’s shops, cafes, and overall customer experience,” said San José Mayor Matt Mahan. “By putting the spotlight on small businesses and local foods, we ensure that travelers from around the world experience the unique identity of San José from the moment they arrive.”

“Thank you to the City Council for investing in the Airport and creating new opportunities for passengers and Airport users to enjoy. SJC’s new retail program will create a distinctive San José and Silicon Valley experience by offering visually appealing and welcoming concessions that capture the region's spirit and cultural richness,” said San José City Manager Jennifer Maguire.

“Beyond enhancing revenues that are critical to support airport infrastructure and operations, this new retail program will bring some of the best of San José and our region into our terminals,” said SJC Director of Aviation Mookie Patel. “Having two industry-leading concession operators will improve customer service through healthy competition, lower prices, improved product quality and added choice.”

“We are thrilled to partner with San José Mineta International Airport and support their commitment to a culture of innovation by delivering a world-class retail showcase worthy of Silicon Valley,” said Gregg Paradies, President and CEO of Paradies Lagardère. “Our dynamic mix of iconic local and national brands, combined with our industry-leading customer service, will engage and delight travelers with innovative store designs, enhanced retail offerings, and cutting-edge, customer-focused experiences that draw inspiration from the region’s unique identity.”

Hudson’s program will showcase a diverse selection of local goods, including wines from renowned vineyards such as Eden Rift Vineyards (Hollister) and J. Lohr (San José); artisanal gifts from esteemed local makers including Alice Frost Designs and Lola x Kenneth Collaboration (San José) and culinary delights from local purveyors such as Mike & Niki’s Honey Company (Campbell), Sweetdragon Baking Company (San José), Garlic World (Gilroy) and Lala’s Jam Bar (Sonoma County), among many others.

Tech enthusiasts will be captivated by a unique Google shop-in-shop featuring cutting-edge electronics and the newest and most trendy products in an experiential display where travelers can try and play before buying, along with merchandise available only at SJC. SJC will be among the first airports in the nation to feature merchandise directly from Google. Additionally, Hudson will carry a curated selection of best-in-class global electronics brands, including Apple, Bose, Sony and other sought-after technology.

Hudson’s program will also include San José-based Nirvana Soul Café and all grab-and-go food products will be sourced locally from Eataly Silicon Valley. The overall concepts showcase the rich heritage of the San José region, drawing inspiration from iconic local names such as Santana Row and Willow Glen Market.

Paradies Lagardère’s program will also reflect the unique character of the San José region by featuring an array of locally sourced goods, showcasing the work of artisans and makers such as Gooseberry Designs (Los Gatos) and The Capsmith (San José). Local gourmet offerings will include delectables from Nokki Farm (San José), Alice Stick Cookies (Los Altos), Ginger Lab (Santa Clara), Daybreak Coffee (San José) and Greenlee's Bakery (San José), among many others.

A highlight of the program will be a selection of licensed sports apparel for men, women and children, featuring teams such as the San Jose Sharks, San Jose Earthquakes, San Francisco 49ers, San Francisco Giants and college teams from Stanford, UC Berkeley and San José State University. Paradies Lagardère’s stores will draw inspiration from iconic local landmarks such as San Pedro Square, Plaza de San José (a nod to the historic Mayfair neighborhood) and the Garden Marketplace (inspired by San José’s historic Rose Garden).

Both Hudson and Paradies Lagardère have committed to actively participating in the Airport's bi-annual outreach events. These events will facilitate valuable interactions between local businesses and the operators, fostering opportunities for local businesses to showcase their products and explore potential partnerships for inclusion within SJC’s retail program.