Tampa airport CEO reflects on the past, present and future

Tampa International Airport (TPA) CEO Joe Lopano will retire next April, after 13 years of service. This week at Embarc Collective, Lakshmi Shenoy interviewed Lopano where he discussed his leadership approach, operational strategies and the future direction of the airport.

Lopano’s career in the aviation industry spans over 40 years, including significant roles at Dallas Fort Worth International Airport and Continental Airlines. He joined TPA in 2011. Throughout his tenure, Lopano emphasized a leadership philosophy centered on leading by example. That started on day one: “I walked through the terminal and picked up a piece of paper on the floor,” he said. “Everyone saw that.”

This simple act communicated a clear message about maintaining the airport’s appearance and functionality: No one was above doing even the simplest of tasks if it served the customer.

JD Power award. Photo provided.

Under Lopano’s leadership, TPA has garnered multiple awards, including the JD Power award for Best Large Domestic Airport, twice. These recognitions stem from the airport’s commitment to customer service excellence, which Lopano attributed to seeking continuous feedback and real-time evaluations. He implemented brief surveys before accessing the airport’s Wi-Fi as a tool to gather passenger feedback. “We monitor it every day,” he said, highlighting the importance of staying attuned to passenger experiences.

Lopano’s tenure saw the implementation of several innovative strategies aimed at enhancing the passenger experience. One notable example was inspired by a visit to Oslo Airport, which is known for its quiet ambiance. At TPA, background music and intrusive announcements were eliminated, which improved the overall passenger experience. “We asked passengers if they noticed the change and how it affected their experience, and the feedback was positive,” Lopano noted. This adjustment was part of a broader effort to create a low stress airport environment.

An emphasis on local culture is another significant aspect of Lopano’s strategy at TPA. The airport features local brands, such as Buddy Brew Coffee and Cigar City Brewing, ensuring passengers experience local offerings from the moment they arrive. This strategy supports local businesses and contributes to the airport’s revenue growth, which jumped from from $100 million to $300 million annually under Lopano. 

Lopano also discussed future technological advancements that could impact the aviation industry. He highlighted the potential of electric vertical takeoff and landing (eVTOL) aircraft, which could transform short-distance travel and reduce road congestion. Additionally, TPA is exploring the use of hydrogen fuel for jets to lower aviation’s carbon footprint. “We are leading the industry on how these can be used and what safety standards should be applied,” Lopano stated.

Internally, Lopano emphasized the importance of strong communication, a lesson underscored by the Covid-19 pandemic. During the pandemic, he provided regular video updates to keep staff informed. “Every week, I would make a video for our employees,” he recalled, noting that this approach helped maintain trust and morale during uncertain times. This focus on transparent communication has become a core part of TPA’s operations.

Tampa International Airport. Photo provided.

Reflecting on his career, Lopano shared insights on leadership and career development. His journey from a cab driver to a CEO highlights the importance of resilience and adaptability. He shared a significant career setback when he was fired from Continental Airlines due to the failure of the “Continental Lite” initiative, which attempted to create a low-cost airline within an existing airline. This experience taught him valuable lessons about maintaining brand consistency to align with customer expectations. “We created brand confusion and resentment,” he admitted, emphasizing the importance of clear brand identity.

As TPA prepares for future growth, Lopano outlined some challenges and strategies for managing increased passenger traffic. The airport currently handles about 23 million passengers annually, with plans to grow to 35-37 million passengers with the construction of a new terminal. However, Lopano pointed out infrastructure limitations, such as the capacity of the surrounding roadways, which could hinder further expansion. “What’s the point of us building parking garages if you can’t get there?” he questioned, underscoring the need for coordinated regional planning.

Looking ahead, Lopano sees potential in continuing to innovate within the airport industry, possibly focusing on areas like customer service technology or operational efficiency. While he is uncertain about his specific plans post-retirement, he expressed a willingness to support new initiatives and share his expertise with emerging leaders in the field.

As Lopano steps down, the airport is well-positioned to continue growing and adapting to future challenges, building on the foundations he has established.