My Blue Heaven: Neeleman expects growing JetBlue to keep hiring Utahns

JetBlue Airways chief executive David Neeleman said Friday it is unlikely the airline will offer many more flights out of Salt Lake City, but the company does intend to keep hiring Utah workers to keep pace with its headline-making growth.

Neeleman, a Utah native and former president of Salt Lake-based Morris Air, said the Utah market for air travel is well-served by Delta Airlines and Southwest Airlines, making more JetBlue flights unnecessary and redundant.

"For its size, Utah has amazing air options," Neeleman said at the Business & Economic Summit held at the Grand America Hotel. "For us to come in and lay on top of that would be silly."

However, Neeleman said, the company will increase its Utah work force from about 700 to nearly 1,000 by the end of the year.

"You're not going to see a ton of other service from JetBlue out of Salt Lake, but you will see lots of people working here," he said.

New York-based JetBlue, a point-to-point low-fare airline launched in 2000, serves 21 cities from coast to coast (and Puerto Rico). The keys to the company's success are threefold and applicable to any business, Neeleman said: exhibiting flawless execution, taking care of customers and employing people who serve as ambassadors of the airline's brand.

"It's great to have low costs, and it's great to be efficient, but you can't build a company on the backs of your people," Neeleman said.

JetBlue was profitable after its first year of operation and last year recorded $600 million in sales. It was ranked the No. 1 domestic airline in the Cond Nast Traveler 2002 Readers' Choice Awards, and it was the second-best domestic airline according to Zagat's 2001 Airline Survey. Its accolades are a direct reflection of JetBlue's quality service, which is delivered by quality employees, Neeleman said.

"The average JetBlue crew member makes $60,000," he said. "We pay them well, we offer them good benefits and profit-sharing. It's hard work to pick the right people, pay them well and train them well. But if you do, it's well worth it."

It's also Neeleman's greatest challenge, and the challenge of every business striving for excellence, he said.

"Great companies and great dynasties and great empires, most of those were not defeated externally. They were defeated from within," Neeleman said. "Our biggest challenge going forward is how can we continue to inspire our crew members on a daily basis? How can we keep them motivated and let them know the impact they have on our customers?

"That's our greatest challenge, and that's what keeps me up at night. Because I think if we can continue to do that, we can continue to be successful. You have to never take your eye off that ball."

The business summit, hosted by Sen. Bob Bennett, R-Utah, and the David Eccles School of Business at the University of Utah, concluded Friday.

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E-mail: jnii@desnews.com