Advertising Services

The Authority is seeking Responses from qualified Respondents to provide a dvertising services .

The Advertising Program plays an impactful visual role in establishing the First Class Airport guest experience. The Authority seeks a professionally designed, high-quality Advertising Program that uses various advertising mediums in an airport environment. As such, the Authority has adopted the following objectives for this Solicitation:

• Drive revenue from static and digital inventory;
• Expand and optimize the advertising footprint, including the potential for the Awarded Respondent to install and operate a new digital infrastructure while evaluating the feasibility of leveraging existing Authority-owned assets;
• Innovate ad formats (programmatic, interactive, mobile-integrated); and
• Maintenance and technical upgrades of advertising displays over the course of the Contract.

These objectives allow Airport guests to experience a memorable and friendly environment that helps to reduce the stress of travel while providing positive revenue growth for the Authority.

The Authority currently contracts with Lamar Airport Advertising Company (Lamar) to provide advertising in specific areas of the Main Terminal, Airside Terminals, and Rental Car Center. Lamar will continue operations through April 30, 2026 when the current Contract for Advertising Services expires.

The current advertising asset mix is 51% static units and 49% digital units. On average, static displays generate approximately 59% of annual revenue, and digital displays generate approximately 41% of annual revenue. The amount of time dedicated to advertising per advertiser is a minimum of ten (10) seconds. Based on sold inventory, the current digital advertising loop length varies from thirty (30) to sixty (60) seconds. The Authority owns all digital advertising assets and is responsible for replacing screens, monitors, media players, or ancillary support equipment during the Term of the awarded Contract.

The majority of current advertisers are local or regional. The Authority aims to right-size its current static Advertising Program while expanding its digital footprint through the addition of digital assets purchased by the Authority or Awarded Respondent. The Authority will maintain Authority-purchased digital assets. Awarded Respondent will maintain Awarded Respondent-purchased digital assets. Any changes, additions, or deletions to the current advertising locations should foster visibility throughout the Assigned Areas and must be approved by the Director of Concessions or designee. Respondent may propose additional locations in the Proposed Advertising Plan – Locations and Projected Sales form, included in Section 15, Respondent Questionnaire, below.

The Authority does not currently have agreements directly with local attractions other than the Florida Aquarium exhibit located in the baggage claim level of the Main Terminal.

The current airline locations in the Airside Terminals are listed below:

*The location of the airlines is subject to change.

**Completion of Airside Terminal D projected Q4 2028.

The Advertising Services Concession Gross Receipts and the Airport's enplaned and deplaned passengers for the past four (4) Fiscal Years are listed below in the Tables 1.2 and 1.3. Note : Fiscal Year 2025 captures data from October 2024 through June 2025.

The Authority makes no warranty, promises, or representations of future passenger traffic at the Airport.

The rental car companies in the Rental Car Center and the Fiscal Year 2024 Total Rental Car Transactions are listed below:

*Rental Car Companies are subject to change.

The Minimum Annual Privilege Fee (MAPF), Percentage Fee Rate, and total dollar payment to the Authority under the current Contract for Advertising Services are provided in the following table:

*April 2025 through June 2025

As part of its long-term commercial strategy, the Authority is exploring the possibility of working directly with corporations to develop opportunities beyond media and advertising through comprehensive corporate partnerships and brand experiences. These multifaceted partnerships will address the needs of the Authority and its passengers and create mutual value for all parties involved.

As part of these partnerships, corporate partners may be granted a series of rights and benefits to various Authority assets, which may include, but are not limited to, media and advertising assets. It may also require certain Authority assets to be provided to selected partners and new categories to be excluded from the sales scope in the future. To ensure these partners are represented with integrity and to avoid the likelihood of competitors infringing on rights that may be granted, partner industry categories and/or assets may be excluded from the media sales scope as new partners are introduced.

A core requirement of any sponsorship agreement is that each sponsor or partner shall commit to a minimum advertising investment through the Awarded Respondent. The media placements will be administered in the same manner as all other advertising; however, the Authority or its designated sponsorship agency will have secured the revenue commitment. The Awarded Respondent shall not be responsible for sales activities related to that commitment. Accordingly, Respondents should anticipate a reduced revenue share for such media assets as compared to standard advertising bookings.

Respondents shall consider this information regarding the Authority's long-term commercial strategy as part of their business model and Response and ensure flexibility within the parameters of these potential partnerships.

The Authority was created in 1945 and is an independent special district governed by the Hillsborough County Aviation Authority Act, Chapter 2022-252, Laws of Florida (Act). This Act provides that the Authority will have exclusive jurisdiction, control, supervision and management over all publicly-owned airports in Hillsborough County.

The Authority owns and operates the Airport. The Airport occupies approximately 3,400 acres and is primarily an origin-destination airport serving the greater Tampa Bay area. The Authority contracts with two separate firms for management of the general aviation airports. Peter O. Knight Airport is a 139-acre facility located six miles southeast of the Airport, five minutes from Tampa’s downtown business district, Convention Center, and many local attractions, and is strategically located on Davis Islands across from the Seaplane Basin Park on Tampa Bay and The Port of Tampa cruise ship terminals. Tampa Executive Airport, a 407-acre facility, is located 12 miles east of the Airport. Plant City Airport, a 199-acre facility, is located 22 miles east of the Airport.

The Airport is a major economic driver for the Tampa Bay region and is the gateway to the west coast of Florida. The Airport is consistently ranked among the world’s most beloved airports, serving more than 25 million annual passengers with routes to more than 100 nonstop destinations. The Airport has received top awards at the state, national, and international level, including being ranked the #1 Large Airport in North America by J.D. Power in 2022 and 2023, as well as the #1 Large Airport in USA Today’s 10Best Readers’ Choice Awards in 2024. The Airport has now completed several projects in the largest construction program in its history with a major Main Terminal renovation, 66 shops and restaurants, a 1.4-mile automated people mover extending to a multi-level Rental Car Center, award-winning Express Curbsides for faster passenger drop-off and pick-up, a nine-story office complex, and numerous new public art installations including a world-famous 21-foot pink flamingo sculpture in the Main Terminal. In late 2024, the Airport broke ground on a new 16-gate terminal, Airside D, which is expected to be completed in 2028.

The Airport is served by more than twenty (20) commercial airlines operating from four (4) Airside Terminals: Airside Terminal A with sixteen (16) gates; Airside Terminal C with sixteen (16) gates; Airside Terminal E with thirteen (13) gates; and Airside Terminal F with thirteen (13) gates. During the Authority Fiscal Year 2024, the Airport served over twenty-five (25) million passengers and generated revenues totaling $427.9 million. The Authority expects to handle 25.9 million passengers in Fiscal Year 2025.

The Authority is a self-supporting organization that generates revenues from the Airport’s users to fund operating expenses and debt service requirements. Capital projects are funded through bonds, short-term financing, passenger facility charges, State and Federal grants, and internally generated funds. Although empowered to levy ad valorem property taxes, the Authority has not collected any tax funds since the early 1970s.

The background information provided in this Section is intended only to give prospective Respondents a brief familiarization with the Authority and the Airport. All the data provided for the Airport as part of this Solicitation is for informational purposes only and should not be construed as a guarantee of business. The information shown herein has been obtained from sources considered to be reliable. However, the Authority and its Board, officers, employees, agents, and contractors are not liable for the accuracy of the information or for its use by the Respondent. Respondent must examine and inspect this Solicitation and all its appendices, attachments, and exhibits to be knowledgeable of the requirements and terms and conditions. Respondent must independently evaluate circumstances and conditions that may affect its Response and its ability to provide the required Services.

The Authority mission and vision statements, found on the Authority website at www.TampaAirport.com > Business & Careers> Business Opportunities > Supplier Resources > Working with Procurement, will serve as the platform to guide the Awarded Respondent in providing Services.