Dallas / Fort Worth International transforms security checkpoint for more comfortable screening process

Passenger Terminal Blog
October 23, 2013

A new concept to offer passengers a more relaxed and comfortable atmosphere during the security screening process has been introduced at Terminal E at Dallas/Fort Worth International Airport (DFW).

The three-month pilot programme named ‘The Next Level Experience’, will offer passengers a more comfortable environment while they are processed at the E18 security checkpoint.

“This enhanced checkpoint gives our passengers a next level experience when it comes to security screening,” said James Crites, executive vice president of operations at DFW. “Wait times are automatically calculated and displayed on monitors and audio messages replace the need for Transportation Security Administration officers to shout instructions and security messages are available to guide travellers throughout the screening process.”

The new security checkpoint opened earlier this month at DFW’s Terminal E under the Terminal Renewal and Improvement Programme to renovate and redefine the airport experience in DFW’s four original terminals. The 300m² checkpoint was part of an additional 4,650m² of space added to Terminal E for passenger arrivals, ticketing and baggage claim.

DFW worked in partnership with SpringHill Suites by Marriott, SecurityPoint Media, and the Transportation Security Administration (TSA), to transform the checkpoint area.

Design features include stylish decor, soothing wall art, vibrant lighting and ambient music. The enhancements span the entire checkpoint area offering lounge seating at the entrance and a re-composure area featuring furnishings from SpringHill Suites, allowing passengers to collect their belongings in a comfortable environment after the screening process.

“SpringHill Suites delivers stylish spaces that allow guests to relax and refresh, and the idea was to extend that same hospitality to the airport, where so many travellers’ journeys begin,” said Craig Fowler, Marriott International’s senior director of brand marketing, select service brands. “We hope travellers will enjoy the unexpected and pleasant surprises they’ll experience in what can often be a stressful environment.”

SecurityPoint Media directed the checkpoint’s conversion in a partnership with media and creative agencies, MEC, Kinetic, McGarry Bowen and Ferocious Cow. The programme was executed by Aviator, Kinetic’s aviation media specialist division.

During the pilot programme, the development team will study the results of passenger interaction with ‘The Next Level Experience’ checkpoint and subsequently decide on future plans for the concept.

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