The Coachella Valley's latest Starbucks Coffee is officially open — but store customers first will have to clear airport security to get their cup of joe.

Palm Springs city and chamber of commerce officials held a ribbon-cutting Monday for the new Starbucks at the Palm Springs International Airport.

The location — Palm Springs' fourth Starbucks outside of grocery stores — is part of a $3 million effort by global concession company HMSHost Corp. to bring nationally recognized food and beverage outlets to the airport, airport executive director Tom Nolan said Monday.

Two other concessions, La Brea Bakery and Zia Juice, are expected to open by the end of November, according to a city news release.

The effort aims to enhance passengers' experience, Nolan said.

“Travelers are more prone to purchase if they're comfortable” and recognize the store brand, he added.

The city approved the new airport concession plan two years ago, and at that time the concessions selection “was average,” Nolan said.

“This is taking it to a world-class level,” Nolan said.

HMSHost's investment comes on top of a $25 million airport improvement project, which added a new concourse in fall 2007, refurbished the courtyard and touched up the main terminal, Nolan said.

Also, a $425,000 project is underway to revamp the airport's advertising with new signs throughout the airport, including the baggage claim area, Nolan added.

The city is covering about $100,000 of the cost, and the advertising firm Corey Airport Services is covering the rest, he said.

“It's quite a scene,” Palm Springs Mayor Steve Pougnet said at the ribbon-cutting.