The group in charge of testing new ideas at San Diego’s airport is putting out a call for an additional round of out-of-the-box concepts.

The last time they did this, startups came out of the woodwork with unconventional ideas, like robotic guides, sleeping pods for weary travelers, and a tech-enabled baggage storage and delivery service. Many of these products or services are now being tested in the airport, including the private napping cubes designed by San Diego startup Hohm.

Launched in 2017, The Airport Innovation Lab has brought in two previous rounds of startups to test their ideas. Innovators compete for a spot in the program, and those who get in spend 16 weeks testing and improving their ideas. In the end, the startups get a chance to win a contract with the San Diego Airport Authority, which can segue into deals at other airports.

The first such program was limited to transportation and parking ideas, but the second group had no such mandate. The third program will be a blend of focused and unfocused categories, according to the airport authority.


“We are really getting our feet under us,” said Rick Belliotti, director of customer experience and innovation at the airport. “Experience has provided a better sense of how to recruit, as well as what might work here or at other airports, or even non-airport venues.”

The new group can participate in one of two categories: child entertainment or the wild card group. The former is meant to occupy children who are waiting around at the airport. In a statement, leaders of the innovation lab said this includes “mobile, pop-up and/or temporary entertainment that could be sited next to food and beverage concessions.” Good ideas will engage kids and add movement, entertainment and fun, the statement said.

The other category for ideas is open-ended, with leaders calling it the “wild card” group. This is for ideas the airport staff hasn’t thought of but might benefit customers or the airport itself.



What happened to the last group of ideas?

Results of this program are hard to measure, as the first two groups haven’t completely wrapped up yet. The transportation group is in the middle of contract negotiations now, a spokesperson said, while the second cohort is still in the testing phase.


Gina Jacobs, the program manager for the Innovation Lab, said the group is still “in the process of creating a way to measure the impact” the program has had on the airport. But they believe some ideas have enhanced their customer service.

The Innovation Lab is also a way for the airport to diversify its income. Much like large corporations create in-house venture capital groups or startup accelerators, the airport is looking to the Innovation Lab as a source of revenue.

“In lieu of equity, we have a future revenue-sharing agreement with each company for five years that starts once they complete the 16-week program,” Jacobs said.

Besides of the potential for winning a contract at the San Diego airport, the Innovation Lab’s leaders said these startups could tap into other analogous businesses, such as transportation hubs, convention centers, shopping malls, ballparks, theme parks and hotels.


Innovators for the third group have until July 5 to apply, with the accelerator program starting in August. Ideal applicants will have an existing prototype that can be tested in a real-life airport environment, and ideas that are new to U.S. airports or an extension of an existing service or product to be tested in San Diego.

