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Although Virgin America was still not realizing a profit after six years of operations, the carrier built a solid reputation for delivering an improved passenger experience at a competitive price. The airline was also buoyed by a large and loyal customer base. Many of its passengers, if offered the choice, would fly no other airline, even if the ticket price on a particular route might be slightly less on another carrier. This rapid growth in popularity came from Virgin America’s efforts to offer a truly fun travel experience unlike any other available in the industry at the time. With Virgin America, the passenger experience always came first. In 2013, The New York Times described the airline as “a flirty package of self-awareness and charisma bathed in purplish mood lighting that has earned glowing consumer reviews and challenged the idea that an airline can’t wow its passengers.” The source of Virgin America’s corporate culture was easy to identify—it was Sir Richard Branson, the creative innovator of numerous other Virgin companies in fields ranging from music to space travel. See "VX Forever: The Legacy of Virgin America" on display in the Aviation Museum and Library. The Aviation Museum and Library is located, pre-security, in the International Terminal and is open daily from 10am to 4:30pm. https://bit.ly/vx-forever 📸: 1. Virgin America A320 cabin 2015 photograph Collection of SFO Museum Gift of Michael Miller 2018.092.051 R2023.1401.066 2. Virgin America Now Boarding brochure c. 2008 paper, ink Collection of SFO Museum Gift of Alaska Airlines 2018.083.089 R2023.1401.064.01 This image was posted on September 23, 2024.

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In early 2004, the Virgin Group announced plans to create a United States-based, low-cost airline initially named "Virgin USA.” Although the public showed strong support for the creation of a new economy airline, the company experienced many complications during the approval process, including rivalries between New York and California cities, labor union disputes, resistance from all major U.S. airlines, and concerns that a Virgin Group airline would primarily be controlled outside of the U.S. After initially being denied approval by the Department of Transportation, a revised application was submitted in January 2007 stipulating that voting shares would be held by an approved trust and only two Virgin Group directors would serve on the airline’s eight-person board. This image was posted on July 23, 2024. #vxforever
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