Virgin America CEO David Cush: Why San Jose?

(Phoot: Drewski2112 / Flickr)

(Photo: Drewski 2112 / Flickr)

This morning, Virgin America announced that it will add four daily nonstops between San Jose International (SJC) and Los Angeles (LAX) starting May 1.

Virgin CEO David Cush told The BAT that he has been actively engaged in talks with San Jose airport and civic leaders for the last 18 months. He said that while San Jose was more interested in Virgin adding long haul flights to the east coast, he wanted to test the waters at SJC with new flights to LA first. “With high fuel costs, adding new flights from San Jose to east coast cities is just too risky for us right now,” he said.

Virgin will be entering the very crowded San Jose-LAX run, which is already served by four carriers: Low fare leader Southwest (which has pushed Virgin off routes such as SFO-Orange County), United (which dominates the Bay Area) as well as American and Alaska Airlines. Southwest flies a one-class 737 on the hour-or-so long route, United and American fly one-class regional jets, and Alaska uses a turbo-prop.

Cush told The BAT that Virgin is already competing well with those carriers on the SFO-LAX run, where it offers eight flights per day. “We will be the only carrier on the route to offer first class, wi-fi and satellite TV on a mainline, two-class jet (Airbus A320). Plus, we have a nice new lounge at LAX to attract business travelers.”

Virgin America CEO David Cush

Virgin America CEO David Cush

Another plus for business travelers: Virgin’s flights will depart from gates adjacent to the nice, new, $35-per-visit Club at SJC. Cush said that he would investigate how Virgin might team up with the lounge to offer special access elite-level members of the Elevate program.

Another reason frequent travelers might consider driving down to San Jose to catch a plane to LAX: weather. “For example, this morning our flights at SFO are delayed at least an hour due to low visibility, but flights are running on time in San Jose. I think that many of our customers in the indifferent zone around Palo Alto are likely to opt for San Jose on days like today,” said Cush.

He said that his market research shows that Virgin customers in the South Bay are willing to drive to SFO for its long haul flights to the east coast, but not so much for short hop flights to points along the west coast. For this reason, Cush decided it was time to “dip our toe into the market and see what happens.”

This marks the first time Virgin has ventured south to the San Jose International, which its leaders have said suffers from “the Virgin effect”—referring to the popularity of SFO compared to airports in San Jose or Oakland due Virgin’s low fares—and those of its competitors.

Current mid-week fares on the route are at about $178 round trip. Virgin will post its fares on the route tomorrow morning. Cush said he expected fares on SJC-LAX and SFO-LAX would end up on par with each other. Here’s the schedule:

Screen shot 2013-02-04 at 10.46.49 AM

To entice Virgin into this fray, San Jose is waiving landing fees at the airport for one year– a savings of about $490,000 according to airport officials. San Jose Airport spokesperson Rosemary Barnes said, “We will realize increased revenue from more passengers who park on-Airport, spend at restaurants and shops, and increased  passenger facilities charges (PFCs) which go back to reinvesting in our infrastructure.” San Jose offered similar enticements to ANA to snag its (currently mothballed) 787 Dreamliner flights to Tokyo.

“We are delighted to welcome Virgin America as our newest airline partner and I’m confident they will receive a very warm welcome in San Jose,” said SJC’s Director of Aviation Bill Sherry. “Silicon Valley includes the world’s most tech-savvy frequent fliers who we know will love and embrace Virgin America’s unique product and branding; this is a winning combination.”

What do YOU think will happen? If you live on the peninsula or in the South Bay, will you choose Virgin to fly to LA from San Jose? Please leave your comments below.

Virgin Press Release

–Chris McGinnis

Virgin America’s new lounge at LAX

Virgin America’s new Loft lounge at LAX (Photo: Virgin America)

At San Francisco International, Virgin America’s digs at the bright-n-sassy new Terminal 2 are so nice that the whole thing feels like an airport club.

However, those who have flown Virgin to Los Angeles know that’s not the case at LAX– despite upgrades, facilities at Terminal 3 are sub-par– and frequently crowded.

But if you have elite status with Virgin’s Elevate program,  or an extra $40, all that changed today with the opening of Virgin America’s new 4,500 sq ft Loft lounge. It’s located inside security on the second floor of Terminal 3– occupying the space previously used by Alaska Airlines.

Would you be interested in a private tour of Singapore Airlines’ giant Airbus A380 double-decker when it arrives in San Francisco this winter? Click here for details! 

The space was designed by Jesse McMillin, creative director at Virgin America, and from the video below, the mod furnishings and red, white and black color palette and mood lighting look very similar to… the inside of a Virgin A320, or our very on T2 at SFO. (The BAT profiled McMillin’s “Cool Travel Job”  last year.)

The Loft has a maximum capacity of 90. Elevate silver members get two free passes per year; Gold members get three. Once you have used those up, day passes are available for $40. It’s open from 6 am until 11:30 pm daily.

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Trip Report: The London West Hollywood Hotel

The rooftop pool and cabanas at the London West Hollywood hotel.

The rooftop pool and cabanas at the London West Hollywood hotel.

In March I was in Los Angeles on business and extended my stay over the weekend at the London Hotel in West Hollywood which opened in 2009. I loved it. (So do a lot of others…it is currently ranked #1 among hotels in the area on TripAdvisor.)

In my mind, this hotel has all the elegance, class and comfort of LA’s well-known (and enormously expensive) west side grande dames combined with a hip design-forward factor you would expect at the W or the Standard. For example, all hotel hallways are sheathed in a voluptuous pale gray suede-like fabric that is “brushed” every day. (See photo below)

Rates run in the $300 range per night, but if you are staying longer than one night, you’ll want to pay a bit more for a room with one of those sweeping twinkling south-facing views of LA. (Disclosure: I was a guest of the hotel one night, and paid $300 for one night, during my two-day stay.)

The 200-room hotel, once known as the Bel Age, is located a block downhill from Sunset Boulevard (at San Vicente) in West Hollywood. It shares a parking lot with the infamous Viper Room. It’s got a sexy rooftop, cabana-ringed, glassed-in, pool area with a stunning 360-degree view that adds a fun, SoCal glam edge. There’s also a buzzy Gordon Ramsay restaurant on-site.

Three top features frequent travelers will appreciate: This is a luxury hotel that offers free high-speed Internet connections. It also serves up one of the most elaborate and varied complimentary breakfast buffets (including items like scones, smoked salmon, fresh fruit salads, quiche…see below) I’ve ever torn into. And all rooms are big, bright and over-sized…as a matter of fact, the hotel refers to all rooms as “suites.”

Come on along for the show:

Elegant entryway off San Vicente Blvd

Elegant entryway off San Vicente Blvd

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My roomy

My roomy “Vista Suite” with a view of West LA and Century City.

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All rooms have

All rooms have “floating beds” placed in the center of the room. All are pale green accented with unusual marble and bleached wood.

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Suede-like walls in every corridor-- note the vertical brushed grain and the fingerprints above the chair rail.

Suede-like walls in every corridor– note the vertical brushed grain and the fingerprints above the chair rail.

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The sumptuous breakfast buffet that's included in your room rate (along with free Wi-Fi)

The sumptuous breakfast buffet that’s included in your room rate (along with free Wi-Fi)

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Terrine of foie gras and toasted brioche with yuzu marmalade at Gordon Ramsay LA-- onsite at the London Hotel

Terrine of foie gras and toasted brioche with yuzu marmalade at Gordon Ramsay LA– onsite at the London Hotel

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