CIDFlyer
Topic Author
Posts: 1894
Joined: Wed Apr 13, 2005 7:19 am

AA's Rebrand And O'Hare

Sun Jan 27, 2013 4:45 pm

Well we all have seen what AA's new brand will be. With that being said, does anyone think when they re-brand the OHare hub they will invest a little more into updating their terminal there? The Eagle concourse is pretty nice and light and airy, but the rest seems a little dark with late 80's/early 90's decor and it seems very dated. The food court area though is nice. What are the chances that AA's modernizes its OHare hub a bit?
 
mhkansan
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Joined: Sun Jan 17, 2010 9:02 pm

RE: AA's Rebrand And O'Hare

Sun Jan 27, 2013 5:43 pm

I bet there will be new signage at the ticket counter, but major terminal reconfiguration is probably in the works in the next decade or so. AA is constrained in its current location and gate utilization is high. At peak times waiting for gates is commonplace.

There will probably be major investment in the facilities but I can't imagine it coming as soon as the rebrand. These sorts of things are already being planned but won't be operational for a decade or more.
 
commavia
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RE: AA's Rebrand And O'Hare

Sun Jan 27, 2013 6:11 pm

Quoting CIDFlyer (Thread starter):
Well we all have seen what AA's new brand will be.

Horton commented last week that the rebrand would take "years" to roll out across AA's entire system, but that - as one might expect - the hubs would come first. Given that, I would guess - merely a guess - that most of the major rebranding work at the hubs is likely to be completed within 12-18 months.

Quoting CIDFlyer (Thread starter):
With that being said, does anyone think when they re-brand the OHare hub they will invest a little more into updating their terminal there? The Eagle concourse is pretty nice and light and airy, but the rest seems a little dark with late 80's/early 90's decor and it seems very dated.

I never really thought of ORD being all that particularly outdated. It certainly doesn't look brand new - lots of dark gray, etc. - but I never thought it looked too particularly bad. I will definitely agree that G (the Eagle concourse) does look newer and more open/airy than H/K, and I would further add that United's B/C is also definitely newer-looking and more open/airy than H/K, but overall compared to some other U.S. carriers' hub terminals, I've always thought AA at ORD was certainly in the top half and not the bottom half.

Quoting mhkansan (Reply 1):
major terminal reconfiguration is probably in the works in the next decade or so

Really? Interesting. I can't imagine how AA would be able to substantially reconfigure T3 at ORD, nor really why they would need to. I could see the new to 'refresh' H/K/L in the next few years with some fresh paint and some updating - perhaps concurrent with rebranding - but why the need for "major terminal reconfiguration?"

Quoting mhkansan (Reply 1):
AA is constrained in its current location and gate utilization is high. At peak times waiting for gates is commonplace.

That's surprising to hear. Every time I fly through ORD the place looks quite underutilized except G and the portions of H/K that have been shifted to Eagle. The gradual shift of more and more ORD flying from mainline to Eagle has seemed - at least to me - in recent years to have led to much lower utilization at H/K. Frankly, I have always thought it was just that AA was sitting on gates to keep VX, B6 or someone else from getting more space at ORD.
 
eaglepower83
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Joined: Tue Oct 04, 2011 2:54 pm

RE: AA's Rebrand And O'Hare

Mon Jan 28, 2013 1:37 pm

I must say, in my recent shift to AA from UA, I've been rather enjoying Terminal 3 moreso than T1.
It's not as 80s futuristic like the United terminal, but it seems roomier, much better places to eat, more chairs....and I love the rotunda. T3 has this "Mad Men" simple 60s architecture going for it. It's neat.
 
qqflyboy
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RE: AA's Rebrand And O'Hare

Tue Jan 29, 2013 1:17 am

The main terminal building at T3 was completely remodeled just a few years ago, including all new ticketing areas, security checkpoints, baggage claim, and restaurants. The H, K and L concourses, however, could use a little refresh, IMO. Those dark gray columns can easily be covered with something lighter and more modern, and the ceiling could be lightened as well. The gate areas, I think, will likely look lighter and more modern once the rebrand takes place there, owing to the lighter colors. All in all, I think a refresh for the concourses wouldn't be very costly, and could likely be done in a matter of a few months. I don't think O'Hare needs to replace T3, or even make it over. A simple refresh would bring H, K and L up to par with G.
The views expressed are mine alone and do not necessarily reflect my employer’s views.
 
apodino
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Joined: Mon Apr 04, 2005 2:11 am

RE: AA's Rebrand And O'Hare

Tue Jan 29, 2013 2:11 am

Quoting commavia (Reply 2):
Horton commented last week that the rebrand would take "years" to roll out across AA's entire system, but that - as one might expect - the hubs would come first. Given that, I would guess - merely a guess - that most of the major rebranding work at the hubs is likely to be completed within 12-18 months.

Well there are some airports that will happen before others because they are just easier. LAS will probably be among the first because of CUTE...so all that is needed is new ticket counter signage...nothing else there. IND and MKE are two others that would happen very quickly.

Among airports on the slow side, BOS will probably be among the last. There is a great deal of AA branding in B, and that, combined with the UA project and a potential US merger will slow that one down. STL will be among the last as well.
 
WROORD
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Joined: Sun Mar 15, 2009 5:36 pm

RE: AA's Rebrand And O'Hare

Wed Jan 30, 2013 2:25 am

Quoting apodino (Reply 5):
IND and MKE are two others that would happen very quickly

IND opened a brand new terminal last year... T3 at ORD just needs gate areas change the old counters and dated tv monitors the rest was redone and the check-in area was actually widened couple of years ago.