July 14, 1999

Another new airline is about to begin service.

It eventually plans to serve Utah, with a promise of low fares, more comfortable planes, and a direct flight to New York City.

He was a moving force behind Morris Air - a Salt Lake-based low-cost carrier absorbed into Southwest Airlines - and now, he is looking to the skies once again.

With JetBlue, Utah entrepreneur David Neeleman wants to provide passengers an alternative to what he callse "the hassles of flying with a major carrier."

He wants passengers not only to pay less, but also to enjoy the amenities associated with a full-service carrier.

He says, "By infusing the industry with new technology, new blood, new ways of thinking, we're going to bring humanity back to air travel."

And with a $40-million backing from a New York financier and Chase Manhattan Bank and an order for 25 brand new planes, JetBlue passengers can expect a lot of humanity.

One of those features will be a first for any airline - live t.v. for every passenger.

JetBlue president David Barger says, "Imagine flying anywhere throughout the system and taking a look at 24 channels of t.v., no different than sitting at your home or a hotel."

JetBlue claims to offer more of what passengers have been clamoring for - more leg room, bigger seats, bigger luggage bins.

And although they admit meal service will not be extensive, they don't think passengers will mind.

"We're going to entertain you, we're not necessarily going to give you a four-course meal," Neeleman says.

The airline will principally serve the northeast at first, but eventually plans to serve 44 cities nationwide.

JetBlue officials claim their fares will be 50 to 70 percent lower than other airlines.

Flights from JFK to upstate New York will begin this fall. But Neeleman is not forgeting his Utah roots.

He plans a red-eye from Salt Lake to New York by next summer.