ORANGE COUNTY, Calif. — With depressed passenger numbers and a slow rebound, Orange County’s new director of John Wayne Airport will turn her eye toward food.
Charlene Reynolds, who comes to Orange County after stops in Phoenix and, most recently, the Houston Airport System, will try to ramp up revenue from the concessions business.
She’s had a history of bumping up the local vibe in terminals at former postings, building something customers won’t find in any other city.
Reynolds wants to do that in Orange County, too.
The county announced her hiring Wednesday to replace Interim Director Richard Francis, who stepped in after former director Barry Rondinella took a job in Los Angeles with a consulting firm in the fall.
Reynolds brings 20 years of experience, earning a bachelor’s in management from the University of Phoenix and a Master’s in Business Administration from DeVry University.
“After conducting a wide recruitment, we’re pleased to welcome Ms. Reynolds as the new director of the Orange County airport,” said Orange County Board of Supervisors Chairman Doug Chaffee in a news release. “Her passion and commitment to aviation services will help us continue to elevate our passenger experience.”
John Wayne is the quieter cousin of Los Angeles International Airport, the bustling, busy center of the southern California air transportation scene. With millions of visitors each year, John Wayne is no small job, either.
The airport steadily began ratcheting up its passenger numbers in 1990, building from about 4.5 million to over 10 million in 2015. That streak ended with the pandemic in 2020 when numbers plunged to under 4 million. A 2021 rebound saw numbers nearly double to 7.7 million. Airports are still climbing back to business as usual as customers remain wary of COVID-19.
The airport is undergoing a series of infrastructure improvements, rebounding from the pandemic and rethinking the cost structure of reserved parking. But concessions are a top priority.
“Are we creating those food, beverage and retail experiences that the passengers really want to see?” Reynolds said. “We have a lot of passengers going through, but how often are they going to concessions and do we have the right mix?”
Reynolds wants the right balance of fast-food restaurants and locally owned businesses that can provide a sense of place that is unique to Orange County. She plans to reach out to the business community as she learns how to bring the local atmosphere into the airport.
Reynolds called herself a “true public servant” and said among her top priorities is for the airport to remain a good neighbor.
That means sticking to existing noise agreements that have been in place and revised since 1985. It also means a close examination of the airport footprint and how much plastic waste the restaurants and other businesses generate.
But along with those considerations is health. Reynolds believes the Orange County clientele will respond to healthier food options, leading to more regular visits to the food stalls.
“There’s a great food scene in Orange County, so how do we have more representation from local restaurants?” she said.