Semiprivate carrier JSX is betting on the resurgence of turboprop aircraft to unlock new routes in the Western U.S. The airline plans to connect Silicon Valley (San Jose) with Southern California’s “Silicon Beach” (Santa Monica) using its new fleet of ATR 42-600 turboprops, a move designed to serve markets jets cannot reach.
Expanding Reach Beyond Jet Capabilities
JSX CEO Alex Wilcox highlighted the strategic advantage of the ATRs: “Markets between 300 and 500 nautical miles… this is where we are better.” The airline is currently flying daily between Santa Monica and Las Vegas, with new routes to Scottsdale, Arizona launching this month. Two additional flights to Las Vegas will be added in February as JSX receives its second ATR. The expansion underscores the airline’s commitment to short-haul connectivity.
The choice to deploy turboprops is deliberate. Shorter runways at airports like Santa Monica and Telluride Regional in Colorado prevent JSX from operating larger jets, like the Embraer ERJ-145. The ATRs fill this gap, offering premium service to destinations previously inaccessible via JSX’s jet fleet.
Premium Experience, Modern Amenities
JSX’s ATRs feature a 2-1 premium seating layout with 30 seats, USB-A and USB-C charging, and planned high-speed Starlink inflight Wi-Fi connectivity. Passengers can earn points through JSX’s Club JSX program, as well as United MileagePlus or JetBlue TrueBlue—though points cannot yet be redeemed for ATR flights.
The airline intends to grow its ATR fleet to four by summer, enabling further expansion to routes like San Jose-Santa Monica or Oakland-Santa Monica, as well as direct flights to Telluride and Dallas Love Field.
Data-Driven Decision Making
JSX is approaching the turboprop experiment with a data-focused mindset. Wilcox stated, “The reason we’re running the experiment is to run the experiment.” Initial net promoter scores (a measure of customer satisfaction) have been promising, exceeding company averages for the Las Vegas route. The airline will use this feedback to determine whether to proceed with a long-term commitment to the ATR fleet, potentially purchasing up to 25 additional planes by the end of the year.
The move is not without risk. Turboprops faded from the U.S. market with the rise of regional jets, and JSX must ensure premium travelers are willing to fly them. However, the potential for unlocking previously inaccessible routes makes the experiment worthwhile.
JSX’s strategy leverages a niche in the market, connecting high-demand locations with a unique aircraft optimized for short-haul premium travel. The airline’s willingness to test and adapt based on customer feedback will determine the long-term success of this turboprop expansion.
