Shopping takes off at Sea-Tac Airport

I'm sitting in an airy atrium filled with trees, street lamps and hanging baskets spilling with flowers. Above my head, a dramatic mobile swirls with tiny figures in flight while suspended from the windowed glass ceiling. It's cool and relaxing in here, and people seem happy to mill about, sip coffee and browse the stores while others stroll the vast granite floor, shopping bags in hand and looking like they have places to go.

They do. And so do I.

I'm in Sea-Tac Airport awaiting a flight to Minneapolis. My urge to explore the new Pacific Marketplace — the airport's spanking new shopping arena that opened in early May — has compelled me to arrive even earlier than usual. After making it through the ever-increasing lines at ticketing and security, I can de-stress with hours of shopping, as the stores do business from 6 a.m. until 10 p.m. There's even a 60-foot tall, 350-foot long wall of glass — the largest if its kind in North America — where I can take a break and watch the planes as they taxi down the runway.

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DON WILSON / PORT OF SEATTLE

Sea-Tac's 60-foot tall, 350-foot long wall of glass is the largest if its kind in North America.

So, why the malling of the airport? For nearly 40 years, Sea-Tac's concessions were contracted to HMS Host, a national company that specializes in airport shops. This monopoly accounted for the previously predictable offering of paperbacks, convenience items and T-shirts catering to bored or desperate travelers. According to Bob Parker, Media Officer of Aviation Public Affairs for the Port of Seattle, when that agreement expired in December of last year, the Port decided a little competition might help pick up business. The result is Pacific Marketplace, a blend of privately owned local shops, national stores and concessions run by the Hudson Group, another retailer dedicated to the transportation industry.

Real shopping, realistic prices

As I enter my first airport store, I warily wonder what I will find. Worthwhile merchandise or a bunch of tourist schlock? If I adore something, will I be blackmailed into paying inflated airport prices? And if I change my mind, do I have to keep what I don't want?

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DON WILSON / PORT OF SEATTLE

This location of Fireworks is an airport shopper's favorite.

Michele Manasse, owner of Fireworks, a Seattle-based gift store and crafts gallery, puts my fears to rest. According to her, all airport stores are required to adhere to "street prices." Translation: no markups beyond what can be fetched on the regular open market. This shop sells a mini mix of what she offers in her other stores — just nothing with sharp edges. I ask what happens if I'm not satisfied with my purchase. In her good hostess manner she informs me of Fireworks' policy: Bring it back to any of their stores within 30 days with a receipt (policies are unique to each airport store). But, she adds, they rarely see returns.

Geared to the Northwest traveler, whether coming or going, the merchandise at Pacific Marketplace tends toward gifts, souvenirs, travel clothing, cosmetics — small things you can stuff into an already bulging carry-on. The drawback is that you literally need a ticket to get in, which of course makes it all the more exclusive. Let me give you a virtual tour of the stores.This way, if you have only minutes to kill, you can choose your shops wisely.

The Body Shop
Phone: 206-243-1606
Another in the chain of the London-based company offering environmentally conscious cosmetics and scented body care products from shampoo to body butter. The difference here is that the staff is specially trained to get you in and out in record time and send you off with samples and a smile. They'll also gift wrap your purchase, if you need.

Borders Books and Music
Phone: 206-444-4414
A Readers Digest version of a regular Borders, this location primarily carries newspapers from around the country, magazines and books for the business traveler and vacation bound. They carry a collection of current and classic CDs and DVDs, and there's also a corner just for kids.

Dilettante Chocolates & Mocha Café
Phone: 206-433-7476
Besides coffee competition from the Starbucks just feets away, this stop offers everyone's favorite: chocolate. There is an assortment of signature sauces, candies and chocolate-covered fruit and nuts, packaged and ready to go.

Discover Puget Sound
Phone: 206-444-6243
This is one of the concessions run by the Hudson Group. An interesting concept (though not necessarily well executed) this store does what its name suggests — offers souvenirs from around the Sound. There are tchotchkes galore from Boeing, Pike Place Market, Safeco Field, the Seattle Mariners and more. Buy your logo mugs here.

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DON WILSON / PORT OF SEATTLE

The Ex Officio flagship store at Pacific Marketplace.

Ex Officio
Phone: 206-242-9696
Putting their official flagship store in the Pacific Northwest airport (their site in Belltown is an outlet store) is a brilliant move on the part of Ex Officio, a Seattle-based manufacturer of technical, outdoor and travel clothing and accessories. On your way to your African safari, you can purchase the latest Buzz-Off mosquito-repellant shirt for no more than you'd buy it anywhere else. The merchandise consists of well-designed styles for men, women and children, including hats, socks and fast-drying skivvies.

Fireworks
Phone: 206-244-5380
If you only have 20 minutes to spare and don't need anything in particular and just want to browse, this is my pick. Evidently, it's an airport shopper's favorite, too, as this location generates more revenue than their four other stores combined. In the typical Fireworks fashion, the merchandise is sentimental yet not overly souvenir-y, and includes lots of unique handmade jewelry — a hot seller — alongside lamps, books, cards, local crafts and more. They'll wrap your last-minute gift and make you look good.

Hudson News
Phone: 206-988-4960
More of a kiosk than a shop, this convenience stop purveys the usual assortment of magazines, newspapers, books, film, snacks and sundries in travel sizes.

InMotion Pictures
Phone: 206-988-4060
Stave off in-flight boredom with a stop into this tiny shop where you can rent a movie and portable DVD player, then drop it off at your destination. Or better yet, buy one. Their price guarantee assures you that if you see it advertised for less within seven days, they'll refund you the difference. They also sell MP3 players, digital cameras and portable CD players and headsets, along with DVDs and CDs. The CDs seemed a bit pricey to me, but then again, maybe it's the cost of captive entertainment.

Kathy Casey Dish D'Lish
Phone: 206-433-5121
This bustling spot dishes up edible gifts along with food to go. You'll find Kathy Casey's own cookbooks, jars of chutney and bottles of drink mixers, plus other Pacific Northwest goodies — perfect if you forgot something for the hostess.

Made in Washington
Phone: 206-248-9478
This is another souvenir shop run by the Hudson Group. If you must buy a memento specific to the Northwest, I suggest this place over Discover Puget Sound. Packaged food is the big seller here — smoked salmon, jams, chocolates — and all are from (where else?) Washington. There is also a selection of locally crafted glass and ceramic items — pretty, but cumbersome to pack.

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DON WILSON / PORT OF SEATTLE

National Geographic is really a toy store, T-shirt shop and vendor of the ubiquitous airport mug.

National Geographic/Kids Works
Phone: 206-243-1705 / 206-243-1705
Although seemingly intended to be a retail translation of National Geographic Channel and Traveler Magazine, this shop is really a toy store, T-shirt shop and vendor of the ubiquitous airport mug — with most everything bearing the National Geographic logo. Again, this is another Hudson Group concession.

Flying in the face of the future

Although the selection of stores at Pacific Marketplace is by no means comprehensive, I'd say it's a very good start. With antsy travelers spending more time behind secured airport walls, it was about time that the Port of Seattle got hip to offering the captive audience more and better services.

So my question is, why so many mugs? Why not a store that sells interesting and fun stationery, office essentials, or lightweight, packable comfort shoes? I'm looking forward to one day seeing the likes of Flight 001 (currently not in airports, but with locations in San Francisco, Los Angeles and New York), which specializes in cool, functional travel gear. Sea-Tac may be flying into the future of airport shopping, but cruising altitude has yet to be reached. Still, it's miles above what it used to be, and the view is hard to beat.