Mark Tarner, president of South Bend Chocolate Co., took over retail operations for the South Bend International Airport in June. He’s standing at the hostess stand, which once was a reverse thruster of a military plane. (SBT Photo/ROBERT FRANKLIN)
Mark Tarner once counted the number of steps it took travelers who were walking through South Bend International Airport to notice a sign for South Bend.
147.
It could have been "anywhere America" from about the middle of the main concourse until the traveler on business or pleasure reached baggage claim.
But now, there is no mistaking the locale because of the branding that is being constructed on restaurant fronts and printed on T-shirts and hats. Even souvenir pennies that contain Studebaker vehicle images and the South Bend Chocolate Co., name ensure travelers remember where they are.
"I think local pride will increase business over time, but we need to give people something unique because that's what the airport traveler wants," says Tarner, president of the chocolate company. "Your vacation should begin here."
Since taking over the airport's retail operations in June, Tarner has been implementing subtle but widespread changes across the airport. The improvements represent about a $500,000 investment.
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