TAMPA - An executive for an international airport concessionaire wrapped up his presentation Thursday for an ambitious plan to add restaurants such as Carrabba's Italian Grill and retail outlets such as Tommy Bahama at Tampa International Airport before the city hosts the 2009 Super Bowl.

Then Tampa Mayor Pam Iorio, who sits on the Hillsborough County Aviation Authority, asked a simple question:

Where are the airport shops that reflect the character and heritage of Tampa, those that might provide a sample of Tampa's sense of place and an opportunity to purchase a keepsake or gift that reflects the area?

Iorio's fellow aviation authority members, airport officials and Kevin Erickson, HMSHost's vice president of business development, reacted quickly.

They promised to seek a locally oriented retail outlet as part of a five-year contract extension approved for concessionaire HMSHost. The contract runs until 2015, which will allow a transition period before the new North Terminal is expected to open that year. The airport in 2009 will receive $6.4 million in rent from retail and about $12 million for food and beverage rent under the contract, an increase of $1.4 million over the current arrangement.

"I think we are making a mistake if all our retail is 'Anywhere USA,'" Iorio said. "Tampa is different. You wouldn't know that walking through the airport terminal."

Iorio suggested that officials check with gift shops at the Tampa Bay History Center and Columbia Restaurant, among others, to get started on a new airport retail concept.

HMSHost, which operates concessions at 104 airports worldwide, promotes itself as respecting local cultures while leveraging brand names and capitalizing on emerging trends.

"HMSHost's strategy is to bring the best combination of international, national, local and regional brands to travelers," said Susan Goyette, senior director of communications and public relations in Bethesda, Md.

At the Baltimore airport, for example, HMSHost operates Phillips Seafood, a longtime Maryland restaurant. California ice cream shop Fentons Creamery was added to the airport in Oakland, Calif.

But recognized brand names like Chili's, T.G.I. Friday's, Starbucks and Burger King are welcome sights to travelers who seek the familiar when they are on the road, Goyette said. Golf is a big pastime in Florida, so the Sam Snead's Tavern planned for Tampa will be a natural fit, she said.

Phil Alessi, whose family name is well-known in Tampa and beyond for its bakery and deli, once sold bakery items at a Tampa airport concession. He said in a telephone interview that he would welcome the chance to discuss a return.

"Every place you fly you see a sign of the local flair, and that is what is missing here," Alessi said.

Reporter Ted Jackovics can be reached at tjackovics@tampatrib.com or (813) 259-7817.