Detroit Metropolitan Wayne County Airport is picking up where it left off, and even growing a program designed at giving local businesses a chance to thrive.
After a strong debut almost two years ago, the airport is bringing back its Small Business Operators Arriving Ready program, better known as SOAR, with a second round that’s opening even more doors for local entrepreneurs. This time around, the opportunity is getting bigger, reaching beyond retail and stepping into the food and beverage space.
For anyone who followed the program’s early days, this next phase feels like a natural evolution. What started as a way to introduce a couple of small, homegrown brands to the airport’s massive audience is now shaping into something with real staying power and real impact.
SOAR was first introduced in early 2024 as a way to give small business owners access to one of the busiest travel hubs in the region: Detroit Metropolitan Wayne County Airport. More specifically, it carved out space inside the Warren Cleage Evans Terminal, where thousands of domestic and international travelers pass through every day. For small businesses, that kind of exposure isn’t easy to come by.
The idea itself came from Renata C. Evans, the wife of Wayne County Executive Warren Evans, who understood firsthand what it takes to build something from the ground up. With that perspective, the program was designed to help entrepreneurs navigate the unique demands of operating inside an airport.
The first round set the tone. Detroit-based brands like Rebel Nell and Quix Chocolate were selected as inaugural participants, bringing a mix of culture, craftsmanship, and community-centered storytelling to the terminal. Their presence sought to give travelers a real taste of Detroit.
Now, with that initial success behind it, SOAR is expanding its reach.
The second installment keeps the original mission intact – connecting small businesses to a broader audience – but adds a new layer by welcoming food and beverage concepts into the mix.
By opening the door to food-based businesses, SOAR is creating space for even more entrepreneurs to bring their ideas to life in a high-traffic environment. It also means travelers will likely start seeing a wider range of Detroit flavors represented inside the terminal, adding another dimension to the airport experience.
Behind the scenes, the program continues to be backed by the Wayne County Airport Authority, with leadership emphasizing just how much potential they see in this effort. The airport already generates billions in economic impact for the region, and programs like SOAR are a way to make sure small businesses are part of that story and not just on the outside looking in.
For business owners who’ve been waiting for a shot like this, the next step is getting in the room.
An outreach event is scheduled for April 16 at the Ted Scott Campus of Wayne County Community College District in Belleville, located at 9555 Haggerty Road. Check-in begins at 8:30 a.m., followed by the program from 9 a.m. to 11 a.m.
The event is designed to walk interested applicants through what SOAR is, what it requires, and what it takes to compete for a spot. Registration is required, and those who attend will get a clearer sense of how to position their business for consideration.
There are some baseline requirements. Applicants need to have at least a couple of years of experience operating their concept, or something similar, and must fall within a certain revenue range. There are also rules about prior airport leasing experience, along with a refundable bid guarantee to be submitted with proposals. It’s structured, but intentionally so. The goal is to make sure businesses are ready for the pace and expectations that come with operating in an airport environment.
Specific minimum qualifications include:
• Proposer must have a minimum of two years within the previous five years (qualifying years) in ownership and operation of the proposed concept or similar.
• Proposed business must have achieved annual gross sales of at least $250,000.00 but no more than the maximum of $5 million per qualifying year in the proposed concept.
• Proposer may not currently hold, or have previously held, a lease or permit as a tenant or permittee of any airport within the past five years. Proposer is defined as an individual
• or entity with any level of ownership in the entity proposing on the Specialty Retail and Food & Beverage Concession Leases.
• Proposer may be a newly formed joint venture provided that the proposer or its managing members satisfy the minimum qualification requirements.
• Proposer must submit a $500 refundable bid guarantee with proposal.
For more information about the SOAR program, visit: https://metroairport.com/business/doing-business-wcaa/small-business-operators-arriving-ready-soar.
