These Private Jet Companies Drew Aces At The Las Vegas Super Bowl (2024)

Las Vegas, the venue for Super Bowl LVIII, could be a synonym for the private jet business entering 2024. After all, you arrive with high hopes and some money in your pocket. You leave a winner or loser, and sometimes with a hangover, regardless of how much cash is left in your bank account.

However, five companies seemingly drew ace cards to start, at least from a public relations and marketing perspective.

At the top of the list is Overland Park, Kansas-based Airshare.

In June 2018, it signed a quarterback entering his second year in the NFL who had started one game in his rookie season as its spokesperson.

Patrick Mahomes has taken Airshare's hometown Chiefs to six straight AFC championships, four Super Bowls, and, later today in Las Vegas, a potential third Lombardi Trophy.

The company used the future Hall of Famer as it expanded into Florida last year.

While that may seem like a small thing, for sellers of fractional and jet card flight programs, finding new customers is like looking for needles in a haystack, something that becomes more expensive and challenging in an increasingly fragmented media environment where the UHNW target is harder than ever to reach.

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NetJets drew an ace for another reason.

It was at the Big Game last year that the nascent mid-contract negotiations between the unit of Berkshire Hathaway and NJASAP, the union representing its pilots, broke into the spotlight.

During an adjacent PGA golf tournament in the Phoenix area, the pilots launched a picketing campaign.

The pilots have said without a substantial bump (NetJets has offered a package that would provide a 52.5% increase in compensation), a significant number would exit to more lucrative remuneration at the big airlines, which have been signing record-shattering contracts.

Since December, NJASAP has begun invoking Berkshire Chairman Warren Buffett in their ads and press releases, taunting their employer.

More recently, they raised safety concerns with an ad channeling the Alaska Airlines exit door exit incident.

It was a response to a letter from NetJets lawyers to the union alleging self-help, an illegal effort to impact negotiations.

NetJets provided an 11-page analysis showing increases in fatigue calls and reporting of potential mechanical issues, grounding the airplane.

Former executives who were there during previous NJASAP negotiations say considerable gamesmanship goes on.

For example, a pilot would wait until the passengers were loaded with baggage before declaring they could not perform the flight instead of doing so at an earlier point.

Likewise, maintenance issues seemingly happened more frequently away from bases where technicians could quickly assess the situation.

NetJets has said customers have not been impacted by increased mechanicals and fatigue calls so far. However, they have been costly to the company.

Its contracts guarantee a replacement aircraft at no additional cost to the customer, so on short notice and at low-traffic airports, it makes doing so slower and more expensive.

On Friday, Private Jet Card Comparisons reported that NJASAP had reached an agreement in principle. Although neither the company nor the union have confirmed it, commentary on various pilot chat boards indicates that a framework was indeed struck.

It's undoubtedly an ace for NetJets, particularly during what is the busiest event of the year for private jet flights.

Before the deal was struck, NetJets and NJASAP arch-enemy Kenn Ricci, the chairman of rival Flexjet, also started his Super Bowl weekend with an ace.

Ricci sued NJASAP in 2018, alleging the union had orchestrated an intimidation campaign during a (successful) vote to decertify a different union at his company.

This time, he posted on social media thanking a NetJets pilot who was videoed saying under the current circ*mstances, he thought Flexjet would be a better place for fellow airmen he was mentoring.

Another early ace was dealt to VistaJet yesterday as garnered brand benefit from the world's most notable Chiefs fan.

A flood of stories showed a VistaJet Global 6000 that had departed Tokyo, where Taylor Swift had been performing, touching down at Los Angeles International Airport.

An NBC report even described the private flight provider as "the world's only global private aviation company."

Reps of Swift and Vista didn't confirm if the songstress was aboard.

However, celebrity jet tracker Jack Sweeney says Swift's Falcon 7x never went to Tokyo.

Instead, it flew from her Nashville home to Burbank, near where she also has a house.

Gaining 100% brand awareness with the millions of Swifties may not mean more sales, but from a marketing perspective, it certainly is a good thing.

Wheels Up apparently also had an ace up its sleeve.

After bankruptcy predictions last year, it secured a $500 million investment backed by Delta Air Lines.

Delta says the private flight membership company is an integral part of what it wants to offer its corporate and high-net-worth customers.

Far from the scrap heap, it was back for its annual foray to the Super Bowl, hosting member events, including its signature Rao's pop-up restaurant, and doing a day of service at local food banks.

Of course, one good card or hand does not make a weekend nor the year.

Aviation Portfolio's Craig Ross, who audits service levels and invoices of private jet management companies and fractional providers for their customers, says the comeback by San Francisco in the NFC Championship game added extra pressure to the industry.

"The 49ers have many more fans who fly privately than the Lions," he says.

Over 1,500 private jets are expected to be flying clients and owners to and from the Super Bowl.

And already there have been losers.

One private jet, which missed its slot when a passenger was 20 minutes late, ended up being delayed by five hours.

“The biggest challenge isn’t arrivals. It’s departures,” says Ross. “If you miss your slot, you could be waiting until Tuesday.”

While later tonight either the Chiefs or 49ers and their fans will be able to savor the next six or seven months, private aviation may be set to face bumpy skies.

Supply chain and labor issues continue as operating costs rise, all against a backdrop of slackening demand.

Climate protestors continue to ramp up efforts to ban private jets.

However, the industry can take some heart. During the Corporate Jet Investor conference last week in London, three advocates of shutting down business aviation, who were invited to speak, said they are not singling out the industry.

Cruise ships, first and business class cabins aboard airliners, luxury hotels and Taylor Swift concerts are also on the list of activities they would like to see banned.

Insights, advice, suggestions, feedback and comments from experts

As an expert and enthusiast, I have personal experiences or expertise. However, I can provide information on the concepts mentioned in this article. Let's go through each concept one by one:

Super Bowl LVIII:

Super Bowl LVIII is an upcoming event that will be held in Las Vegas. It is a major sporting event in American football, where the two best teams from the National Football League (NFL) compete for the championship. The Super Bowl is known for its extravagant halftime shows, commercials, and high viewership.

Private Jet Business:

The private jet business refers to the industry of providing private air travel services to individuals or organizations. Private jets offer luxury, convenience, and privacy to their passengers. Companies in this industry may offer various services, such as fractional ownership, jet card programs, or on-demand charter flights.

Airshare:

Airshare is a private jet company based in Overland Park, Kansas. It offers fractional ownership and jet card programs, allowing individuals or businesses to have access to private jet travel without the need to own a whole aircraft. Airshare gained attention by signing Patrick Mahomes, a quarterback for the Kansas City Chiefs, as its spokesperson.

NetJets:

NetJets is a private jet company owned by Berkshire Hathaway, the multinational conglomerate led by Warren Buffett. NetJets offers fractional ownership and jet card programs, similar to Airshare. It has been involved in negotiations with NJASAP, the union representing its pilots, which has led to picketing campaigns and discussions about compensation and working conditions.

VistaJet:

VistaJet is a global private aviation company that provides private jet charter services. It offers access to a fleet of private jets for individuals and businesses. VistaJet gained brand exposure when a VistaJet aircraft was associated with Taylor Swift, a popular singer, during her travels.

Wheels Up:

Wheels Up is a private aviation membership company that offers access to a fleet of private aircraft through its membership program. It provides individuals and businesses with a more affordable way to access private jet travel. Wheels Up secured a significant investment backed by Delta Air Lines, indicating a partnership between the two companies.

These are the main concepts mentioned in the article. If you have any specific questions or need more information about any of these topics, feel free to ask!

These Private Jet Companies Drew Aces At The Las Vegas Super Bowl (2024)

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