M. Vincent Gollain, IAU Ile-de-France, Director of the Economic Department. 2016 SAA Conference, Atlanta, USA

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Key factors of attractiveness for Airport
Areas and the special role of human
resources
M. Vincent Gollain, IAU Ile-de-France, Director of the Economic Department
2016 SAA Conference, Atlanta, USA
Atlanta, Thursday, September17, 2016

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I. Airport Areas, strategic
drivers for the attractiveness
of urban regions
II. The challenges of human
resources
© Sébastien Le Clézio for Hubstart Paris Region
Structure of the Presentation

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Airport Areas,
strategic drivers for the attractiveness of
urban regions
© Atlanta Aerotropolis Alliance, 2016

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An airport area is a strategic factor of regional
economic development
“The empirical results show that a 10 per cent increase in passenger
enplanements in a metro area leads approximately to a 1 per cent increase in
employment in service-related industries” (at regional level).
Jan K. Brueckner, economist

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Airports Areas are Job-creation engines
Source : InterVISTAS, Economic Impact of European Airports, 2015

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The case of Paris CDG international Airport
680,000 inhabitants in 1982 (7%)  835,000 in 2011 (7%)
190,000 jobs in 1982 (4%)  320,000 in 2011 (6%)
Airport Area:

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The Paris CDG Airport Area within the Paris
Region Economic System
Seine Gateway
Bioscience
Corridor
Sustainable City & Tourist Cluster
Paris CDG
Airport
AREA
Innovation Hub
Business District
Source : Hubstart, 2014

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Airport Areas are the new hotspots of the Urban
regions Economic Development
Denver, USA
Amsterdam, NL Shanghai – Pudong AA, CN

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Airport Areas have become a strategic asset for
the regional economic development
Airport Areas have become regional economic accelerators to:
. global supply chains
. business people
. air passengers and airport-area visitors
. ….and as a result of that we are seeing:
. Rapid economic development around many major airports
. “Marketing and branding strategy”
Airport areas have become significant
employment, shopping, tourist, trading and
business destinations in their own right

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The DNA of Airport Areas is:
Connectivity
For :

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The spatial Impact of the Economic
Development: The “3AR” Model.
Airport City / Aerotropolis / Airport corridor / Regional level

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Focus on the Aerotropolis model
Source : John
Kasarda and Greg
Lindsay
Economic development strategies aim to diversify the economy of
the airports areas by attracting non-aeronautical activities.

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List of activities attracted to an Airport Area
40% of global airports’ revenues deriving from the non-aeronautical sector,
(Source: 2015 ACI Airport Economics Report)
Source : IAU Ile-de-France, 2015

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Example. ATLANTA AIRPORT AREA : FIELDS
OF SPECIALIZATION
“People and businesses, including
Fortune 500 companies are moving
to Atlanta because of the airport.
There has been a recent growth in
the automobile and movie industry.
Porsche has decided to build its
headquarters for North America next
to the airport on a brownfield zone,
while Kia motors built its plant on the
south of the airport and more
manufacturing is on the way”.
Michael Cheyne, Director, Atlanta
Airport, 2013
Source : Atlanta Aerotropolis Alliance, 2016

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Example. PARIS CDG AIRPORT AREA :
FIELDS OF SPECIALIZATION
Specialization of the Airport Area at regional
level: Logistics – Wholesale – Hotels – Retails –
Construction– Commercial – Business Fairs
Targeted clusters :
Executive aviation, air
freight, safety and security,
eco activities, airport
services, corporate
meetings and events.
Targeted functions :
showroom, training centre
and research and innovation
facility.
Source : IAU Ile-de-France, 2015

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Example. SHANGHAI AIRPORT AREA :
FIELDS OF SPECIALIZATION
“Pudong International Airport is the air
gateway to Shanghai. It is one of the 3
largest airports in China. The Pudong
Airport free trade zone with a surface of
3.59km² (1.81km² inside and 1.78km²
outside the airport) was established in
2009. Priority sectors for the zone are:
international cargo transit, procurement
and distribution, international express
transit, repair and test, financing leasing,
warehousing, export processing,
commodity exhibition and its supporting
business finance insurance and agency”.
Jiewei Jiang, Deputy Director, Shanghai
Free Trade Zones Administration, 2013
Source : www.ftz-shanghai.com

17. Jobs Creation and Human Resources
Challenges

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People, People, People
Many countries and cities have been able to
develop themselves due to the will, capacity and
skill of their human resources.

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Workforce is a key location Criteria for
Companies
“Sustainable success in attracting and
retaining corporate business investment
requires excellence across a range of
location factors, but chief among them is
workforce”.
Phil Schneider, President, of Schneider
Consulting, Site Selection, 2014

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2 Main issues for Airport Areas regarding
Human resources
. Quantitative Issue. Airport Areas create a
large number of jobs and more and more
diverse professions.
. Qualitative Issue. Airport Areas face a
qualitative evolution of jobs. They have to
match at local level the needs of companies
with the qualification of the population.
Companies and local authorities have to
train people to help them to get new jobs.
Social inclusion is key in some Airport
Areas.

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4 Key Factors of success regarding Human
Resources
. Support local employment by increasing the number of
jobs that benefit the inhabitants of the Airport Areas.
Creating new opportunities for local inhabitants .
. “Find the right person, in the right job, with the right
skills, at the right time”. Workforce Development policies
are key factors of success
. Attract human resources: commuters, new inhabitants
and talents to the airport area. For non aeronautical
activities, companies look for talented workers.
. Create an attractive urban environment. Create
amenities that people and workers of Airport Areas like.

22. Key issue n°1 : Support local employment

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Worforce is key for the future of Airport Areas
. Dr Stephen Appold and Dr John Kasarda : 3.1 million of jobs were
located in 2009 within a 2.5-mile radius around the 25 busiest
passenger airports in the US (2.8% of total US employment); over 7.5
million jobs within a five mile distance (6.8% of all US employees)
and 19 million jobs (17.2% of the US total) within 10 miles.
. Cape Town, South Africa, feb. 2016: thousands of new jobs can be
created in the development of an Aerotropolis surrounding Cape
Town International Airport. 3,000 jobs stand to be created by just
one regular scheduled long-haul service.
. Hamilton, Canada, Jan. 2015: the new developments will create
roughly 20 to 25 thousand jobs.
. Brisbane, Australia, 2015: the new developments of the airport will
create several thousands of jobs
Airport Areas don’t have enough local workforce to meet the needs
of businesses. How to find employees for the companies ?

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Invest in transportation to facilitate mobility
By 2030, the Greater Paris Express:
• 205 km of automatic metro lines;
• 68 new stations will connect the Grand Paris clusters with the three airports and
TGV stations;
• 2 million passengers will travel on this new network every day;
• Travel times will be significantly reduced, especially from suburb to suburb.

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Create bridges between the airport and your
Community : Hounslow (Greater London)
. 16,000 local residents are directly
or indirectly employed at Heathrow
Airport, predominantly in lower
skilled occupations.
. The Council cooperates with
Heathrow Airport and Heathrow
Academy
Objectives :
- diversify employment at the
airport for residents
- ensure residents can access
suitable training

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Social inclusion
. Airport Areas are very dynamic, but
. Some Airport Areas concentrate social
difficulties and depressed areas
. A high rate of residents don’t have
formal qualification or have different
qualifications from those sought by
companies
. In these SAA, the economic
development created by the Airport
Area fuels initiatives of social inclusion.
. According to the policy makers, it’s
key for Airport Areas global
competitiveness.

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Attract companies / people / workers in
renovated areas
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. Public authorities finance a large number of
renovation projects and demolition of buildings.
. Public authorities also try to attract companies,
entrepreneurs and workers to these areas by
creating “Special Economic Zones” or attractive
“New redevelopment zones”
Example : Terre d’Avenir, in Sevran, a major
urban renewal and development project (120
hectares) with 2 new stations of the Greater
Paris Express.
Goal. Make the City a regional destination for:
. Business :
. Living.
. Sports & play.
Renovation : Aulnay sur Seine

28. Key issue n°2 : A question of skills

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What type of employment do AA need?
http://www.statista.com/statistics/434359/number-of-direct-airport-employees-in-europe-by-employment-type/

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Today, the professions in Airport Areas are
more diverse than ever before
Airport areas create jobs with a large range of diversity from low
qualification jobs to executives
According to FlyingWay, more than 250 types of jobs and carriers are
possible in Airports. At the Airport Area Level, a large and diverse
number of jobs are available.
Aeronautical jobs
Non - Aeronautical jobs
Competencies of the workforce
- - - + + +
Pilots
CEO Consulting Group
Manager
terminal
Marketing manager
Sales
Agent
Security Aeronautic eng.
R&D engineer
Non qualified
technician
Show-room employee
Taxi driver
Flight attendants
Trade officer
Mechanic
Source : IAU Ile-de-France, 2016
artist

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Higher education is key to economic
development (but it's not as simple as you think)
• The widely adopted human capital view is that higher education
increases skill and knowledge and results in higher income.
• But the researchers behind a new study conducted in South
Africa say many more things need to be taken into
consideration: geography, sectors, available skills and education
systems and networks of companies are all important factors.
• Airport Areas need
1. professionals across all sectors – doctors, teachers and
engineers will be vital to our future success, and education
is central to producing those professionals.”
2. Professionals with capabilities dedicated to the sectors and
firms located in the Airport Area (today and in the future)

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How to define yous strategy? Measure your
KSAOs Knowledge, skills, abilities and other characteristics
Identify the attributes - the KSAOs – of the active population of
your Airport Area :
- Knowledge: "A collection of discrete but related facts and
information about a particular domain...acquired through
formal education or training, or accumulated through specific
experiences.“
- Skill: "A practiced act".
- Ability: "The stable capacity to engage in a specific behavior“
- Other characteristics: "Personality variables, interests,
training, and experiences"

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Link your KSAOs analysis with your strategy
Match the attributes of your Airport Area with the needs (existing
and projected) of businesses.
Attributes
Needs of Cies
(existing and
targeted)
SWOT Analysis What to do ?
Knowledge
competencies
Skills
competencies
Abilities
competencies
Other
characteristics
competencies Source : IAU Ile-de-France, 2016
A successful economic development strategy of an Airport Area
must focus on improving the knowledge, skills, abilities and key
others characteristics of the area's workforce

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What can you do in the strategic field?
Key aims of your strategy :
1. Clusters and Functions : support local employment growth and
enterprise through improving access to skills and reducing
mismatch between demand and supply
2. Improving all young people’s achievement and progression
into employment
3. Reinforcing pathways into work for the unemployed and
progression in work for low paid residents
4. Facilitating the access to information, advice and guidance and
labour market information

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What can you do in the operational field?
Examples of Activities :
• Developing shared responsibility for skills with partners – businesses, public
sector, voluntary sector, training providers, residents – and creating a local
commitment to moving people into work, and giving them opportunities to
progress in work
• Building strong and creative relationships between business and schools,
further education and higher education to support skills, innovation and
competitiveness
• Create relationships with the main companies/administrations and to
influence the way they recruit, retain and develop staff
• Develop local Job Forum
• Target new businesses which are looking for employees close to your Airport
Areas inhabitants competencies
• Help mobility of inhabitants from the places where they live in the AA to the
place where they can find a job
You have to put in place activities which will reinforce your
“workforce assets”

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Create bridges between
Economic Development
& Employment
The French State, the Regional Council, Paris Airports
and some others players have created the GIP emploi
Roissy CDG, an association dedicated to reinforce
bridges between Companies, Education & Training
Policies and Social Inclusion.
To allow the inhabitants of Paris CDG Airport Area to
benefit from economic Development, the GIP is in
charge to :
• Anticipate needs of the companies
• Coordinate training session
• Associate stakeholders
• Facilitate the recruitment of marginalized
populations

37. Key issue n°3 : Attract new human
resources

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Where do the benefits of job creation by AA go ?
New Jobs
Occupied by
people living in
the Airport
Area (30% to
50%)
Occupied by
people living
outside the
Airport Area
(50% to 70%)
In the Regional
Urban Area
(70% to 90%)
Outside the
Regional Urban
Area (10% to
30%)
Source : IAU Ile-de-France, 2016

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How to attract commuters and new inhabitants ?
Airport Areas don’t have a very strong and positive reputation
among executives and qualified workers.
To attract these workers, the Airport Areas must put in place a
coordinated action plan :
- Change the reputation of the Airport Area and target specific
occupations sought by companies with the help of territorial
marketing
- Increase the accessibility from and to other sites in the urban
region
- Retain people who are already working in the Airport Area
- Offer opportunities to non-residential workers to find a place to
live with their family (create edge city such as Las Colinas close to
DFW)

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How to attract commuters and new inhabitants
by using a marketing / branding strategy ?
Create a public/private alliance to market the AA
 Brand the Airport Area as a destination (create and reinforce
the reputation / image). Change the reputation : An Airport Area
is not only infrastructures!
 Create and reinforce affinities between the AA and the targeted
clients
 Create a Commercial funnel of conversion
 Put in place a retention strategy
Use the social networks to disseminate a positive image (word-
of-mouth communication)

41. Key issue n°4 : Create amenities that people
and workers like

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Create amenities to attract new inhabitants and
workers
Airport Areas are rarely attractive to
workers. By creating places where people
feel good, they are more likely to want to
stay, to return and to tell others about the
experience. The differences between ‘just
a regular public space’ and a ‘great pubic
place’ can be viscerally felt by people – a
sense of welcome, of belonging, of
pleasure and of sharing.
Source : www.placeleaders.com

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Create amenities by using Placemaking
Source : Public Spaces

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Example. MUMBAI AIRPORT AREA is
targeteing functions to the local population
“The airport of Mumbai is inserted in a dense urban
fabric with very limited land availability, surrounded
by slums. The future development of the airport is
highly constraint and a new airport is envisaged
Navi Mumbai.
The airport city project has accurately analyzed
functions that are missing in the Mumbai airport
area. It currently proposes these missing functions
in a joint development program that includes a
large convention center, hotels, and upscale
offices, focused on companies but also functions
that are more targeted to the local population
including medium range hotels, hospitals,
services to residents and shops / businesses”.
Sanjay Khanna, Vice President, Real Estate,
Mumbai International Airport, 2013

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Challenge : avoid the negative effects of the
qualitative development of AA, gentrification

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Final remarks : Human resources are
a key asset fo Airport Areas

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Strategy for Airport Areas : 6 key pillars for Job
creation
Source : The 10 pillars of AA strategy, Metropolis Initiative, 2016

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THANK YOU FOR YOUR ATTENTION!
A Public Foundation for
better living Cities
A Paris Region’s Agency
Mr Vincent GOLLAIN
Chief Economic Development
Officer
Vincent.gollain@iau-idf.frVisit us: www.iau-idf.fr/en