COMMISSION 
AGENDA MEMORANDUM                Item No.       7c 
BRIEFING ITEM                   Date of Meeting    November 22, 2016 
DATE:    November 14, 2016 
TO:     Ted Fick, Chief Executive Officer 
FROM:   Jeffrey Brown, Director, Aviation Facilities and Capital Programs 
Mike Tasker, Senior Manager, Aviation Facilities and Infrastructure 
SUBJECT:  Airport Signage and Wayfinding Program Update 
EXECUTIVE SUMMARY 
This Commission briefing is in advance of a future request for Commission authorization for the
Chief Executive Officer to use the On-Call Planning consultant contract that was previously
authorized  to  perform  an  airport-wide  signage  and  wayfinding  study,  prepare
recommendations to address short term deficiencies, and complete an airport signage and
wayfinding master plan. 
BACKGROUND 
Effective wayfinding is one of the top factors customers use to rate their overall airport
experience. Customers have identified signage and wayfinding as one of their top customer
service priorities. Sea-Tac receives lower customer satisfaction scores relative to its peer
airports for the ease of navigation through the airport. 
This airport signage and wayfinding project supports the Port's Century Agenda for Sea-Tacto
be the West Coast "Gateway of Choice". Additionally,the project is expected to improve the
customer experience and the overall customer satisfaction with Sea-Tac. The airport's existing
signage system and master plan was designed in 1999 when Sea-Tac operated primarily as an
origin and destination (O&D) airport. Today, Sea-Tac is a hub for two major carriers with a mix
of O&D and connecting passengers. The airport's operation has been transformed to be a major
international gateway. Sea-Tac's signage system does not support our customers' ability to
seamlessly navigate through all areas of the airport. 
The signage and wayfinding project consists of three components that will be completed using
the On-Call Planning contract: an airport-wide assessment, recommended solutions and the
development of a master plan. The project will take a holistic approach to examine the Sea-Tac
customer experience from arrival via airline, roadways or mass transit, to departure via an
airline, and arrival via an airline and departure by various other ground transportation means. A
signage and wayfinding assessment will be the first phase that will include an analysis of all
passenger movement areas of the airport. The project scope encompasses all public areas,

Template revised September 22, 2016.

COMMISSION AGENDA  Briefing Item No. 7c                       Page 2 of 4 
Meeting Date: November 22, 2016 
including: airport roadways, airport drives, the parking garage, ground transportation service 
areas, the central terminal, concourses, satellites, train stations, and gate hold rooms. The
signage and wayfinding master plan will provide effective management of change and will
utilize an integrated and flexible system to communicate information using concise and unified
messages. 
Wayfinding challenges are diverse, but often center on connectivitybetween the main
terminal, concourses, satellites, and trains. Major elements for wayfinding include: 
Signage: Directional, identification, informational, and regulatory 
Intuitive architectural design: Clear paths of pedestrian flow and circulation, logical
sequence of processing areas, spatial volumes, sightlines and visibility, lighting levels 
Landmarks: Architectural elements, artwork, retail/dining establishments 
People: Airport employees, designated information staff (Pathfinders, volunteers) 
Wayfinding elements were incorporated into Sea-Tac's early, basic building design, and for
many years provided excellent wayfinding for the airport campus. However, as the airport has
expanded, in both facilities and the volume of people, the airport has become more complex
and less intuitive. Today, maneuvering through the airport can be difficult and confusing. 
Challenges include: 
Long walking distances 
Frequent, necessary level changes 
The complicated underground train system with three separate routes 
Fragmented, difficult connections among terminal, garage, and ground transportation
modes 
A holistic approach to studying passenger movement across the entire airport is needed. This
comprehensive review will avoid utilizing a patchwork approach to meeting the airport's
signage and wayfinding needs. 
Additional Information: 
(1)   As an international hub, signage and wayfinding improvements at Sea-Tac are needed
to better serve customers who travel great distances and speak multiple languages. 
(2)   The project will map the pedestrian path of customers and employees who use public
transit, including Link Light Rail and the bus lines that serve Sea-Tac. 
(3) Existing signage infrastructure limits the airport's ability to accommodate new airline
growth and other changes that occur on the airport. Signage constraints in the ticket
lobby and on the airport drives cannot accommodate airline growth. This project will
evaluate and provide solutions like electronic signage that offer flexibility and are 
adaptable. 
(4)   An evaluation will be conducted and recommendations will be developed to improve
our customers' ability to seamlessly use transportation services like Link Light Rail,
taxis, and app-based ridesharing services. 

Template revised September 22, 2016.

COMMISSION AGENDA  Briefing Item No. 7c                       Page 3 of 4 
Meeting Date: November 22, 2016 
(5)   The study will consider all customer segments, O&D passengers, connecting
passengers, and meeters/greeters. 
(6)   The project will develop recommendations based on the needs of the visually and
mobility impaired customers. 
(7)   The signage and wayfinding master plan, once implemented, will reduce the visual
clutter that is present and is expected to produce a simplified wayfinding experience
for our customers. 
(8)   The signage and wayfinding master plan will be completed after the signage designs 
for the IAF and North Satellite projects are already completed. The master plan will
review the signage designs for those projects. 
(9)   This project will coordinate with a separate project for the Parking Garage Elevator
Modernization and Plaza Upgrade (C800789) that will have a signage and wayfinding
component to it. 
ADDITIONAL BACKGROUND 
Signage systems at Sea-Tac have evolved over the years, since the first terminal opened in
1949. A simple, basic system for limited pedestrian movement expanded incrementally as four
concourses were added to the original central terminal. On-grade, small-scale roadways and
parking required only minimal signage. In 1971, new signage for the entire airport was
introduced to support a much larger terminal complex, including the multi-level main terminal,
two remote satellite terminals with a three-route train system, 8-level parking garage, and
limited-access, structured roadways. Terminal and landside signage were updated again with
additional major expansion between 1990 and 2004 in Concourses B, C, and D and the garage.
The current signage system was implemented throughout the terminal, drives, and garage,
beginning in 2004 as another significant construction program was initiated. This program
provided an addition to the South Main Terminal, a new Concourse A and office building, the
Central Terminal development, and the new remote Rental Car Facility. 
Alternatives 1 - Status Quo  Do not conduct an analysis of signage and wayfinding and prepare
a signage and wayfinding master plan 
Pros: 
(1) If this alternative were selected, the Port would avoid costs by opting not to conduct
this study, nor to provide short-term signage solutions, nor to develop a new signage
and wayfinding master plan. 
Cons: 
(1) The Port of Seattle will likely not reach its strategic performance target to improve
the overall customer satisfaction Airport Service Quality (ASQ) rating. Sea-Tac's ASQ
ratings will likely continue to decline. 
(2) Customer anxiety when using Sea-Tac will continue, especially for international
guests for whom English is not their primary language. 
This is not the recommended alternative 

Template revised September 22, 2016.

COMMISSION AGENDA  Briefing Item No. 7c                       Page 4 of 4 
Meeting Date: November 22, 2016 
Alternative 2 - Use Port in-house staff (not consultant experts) to p erform an airport-wide
signage and wayfinding study, prepare recommendations to address short term deficiencies,
and complete an airport signage and wayfinding master plan 
Pros: 
(1) This alternative would have a lower cost for Port staff compared to the cost of a
consultant expert. 
Cons: 
(1) This alternative would exclude  the benefit of global aviation experts utilizing
industry best practices. 
(2) This alternative would exclude the benefit of a new subject matter expert with a
fresh perspective to address existing issues with airport signage. 
This is not the recommended alternative 
Alternative 3. - Use and existing On-Call Planning consultant contract to hire an international
airport signage and wayfinding expert to perform an airport-wide signage and wayfinding
study, prepare recommendations to address short term deficiencies, and complete an airport
signage and wayfinding master plan 
Pros: 
(1) The signage master plan will be used as the design basis of future implementation
projects across all airport facilities, and it will help to maintain the system standards. 
(2) This alternative provides a comprehensive review, it addresses the short-term needs
and it provides long-term benefits with the development of a master plan. 
Cons: 
(1) This project requires funds to conduct the studies and further financial investment
will be needed to implement the signage master plan recommendations. 
This is the recommended alternative 
ATTACHMENTS TO THIS BRIEFING 
Presentation slides 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 
None 



Template revised September 22, 2016.