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 Agua Caliente Concourse is home to nine gates. 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. 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. 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. Agua Caliente Casinos will also adorn the concourse and gain advertising privileges and activation spaces within the terminal and the broader airport.

The three-year collaboration is valued at $1.433 million. 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. Palm Springs International Airport has announced a naming rights sponsorship deal with Agua Caliente Casinos, reshaping the identity of the Regional Jet Concourse.

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