Boutique air carrier JSX is expanding its reach with a new fleet of turboprop planes, targeting specific routes that cater to the needs of its customers. The airline's CEO, Alex Wilcox, has his sights set on connecting San Jose Mineta International Airport (SJC) in Northern California with Santa Monica Airport (SMO) in Southern California, known as 'Silicon Beach'. This ambitious plan comes with a unique challenge: securing space at SJC, where JSX operates from private terminals. If successful, it could lead to the introduction of a new route between SJC and Oakland San Francisco Bay Airport (OAK), where JSX already flies. The ATR 42-600, JSX's sole turboprop, is currently flying daily between SMO and Las Vegas' Harry Reid International Airport (LAS), with plans to expand to Scottsdale Airport (SCF) in Arizona and add more flights to LAS. The ATRs are equipped with 30 seats in a 2-1 premium layout, featuring USB-A and USB-C charging outlets and high-speed Starlink inflight Wi-Fi connectivity. Despite the resurgence of turboprops, some question whether premium travelers will embrace them as eagerly as they do JSX's Embraer ERJ-145s. The airline's decision to invest in ATRs is driven by the desire to explore new possibilities and cater to specific market gaps, as Wilcox emphasizes the importance of understanding the unknown. The net promoter score, a customer satisfaction metric, will play a crucial role in determining the long-term viability of the ATR fleet, which is currently leased to JSX. If successful, JSX has the option to purchase up to 25 more ATRs, with a decision expected by the fourth quarter of this year. This strategic move showcases JSX's commitment to innovation and its willingness to adapt to the evolving preferences of its customers.
