I am attempting a hijack of this thread back to its origin. Read on!!
RICHMOND HEIGHTS --
Flight Options is pinning its fortunes on a sleek Brazilian-made jet and competitive pricing to steer out of an earnings plunge that's forced the furlough of more than half its pilots and administrative staff. The Cuyahoga County Airport-based fractional jet company hosted a visit Friday of Embraer's new Phenom 300, a super-light jet in the final stages of development.
Flight Options has ordered 100 of the luxury jets and will take delivery of them over 10 years. It will get its first Phenom 300 in November, a second in December and 16 more next year.
Meanwhile, Flight Options is touting its JetPASS program that lets customers buy a block of time in its fleet, instead of owning an equity share of an airplane. Other fractional jet companies have programs similar to JetPASS. But Flight Options says it can undercut their pricing by 20 percent because it doesn't use a middleman broker to sell the hourly packages.
"These are the two ways in which we will survive and thrive in this economy," Chief Executive Mike Silvestro said.
Silvestro didn't say when the privately-held company will be able to rehire pilots and other employees. The goal is to do so as soon as business recovers.
Demand has dropped sharply from corporate fliers and wealthy individuals who buy ownership shares in private jets. The slump has pushed Flight Options into at least four rounds of pilot furloughs and administrative staff cuts.
As recently as 2007 Flight Options had 1,500 employees. Today it has 670, including 330 pilots. Its Cuyahoga County presence has dropped from 500 employees to 225.
The founder of Flight Options is taking a bigger stake in the company as part of the bid to stabilize operations.
Kenn Ricci's Directional Capital and another private equity company in Cleveland, Resilience Capital Partners, have increased their combined share of Flight Options from about 20 percent to 75 percent.
Ricci himself, Silvestro, Chief Financial Office Julie Boland and Chief Operating Officer Chris Herzberg also have increased their investment in Flight Options -- acquiring part of the 25 percent share not owned by Directional and Resilience. The rest of the company is held by H.I.G. Capital. Flight Options didn't disclose further details or dollar amounts.
H.I.G., a Miami private equity operation, was Flight Options' biggest owner until the realignment.
Ricci launched Flight Options in 1998, but left when it was bought by Raytheon Co. in 2001. He returned to Flight Options in his role as chairman of an H.I.G. holding company after parent company H.I.G. bought the aviation services provider.
The head of the pilots' union at Flight Options, Mat Slinghoff, said pilots weren't brought into the loop on the new ownership structure.
"We have put in a detailed request to the company and hopefully we'll get a response from them soon as to what it will be," Slinghoff said in a call from Minneapolis, where he's in contract negotiations. The pilots voted in mid-2006 to affiliate with the Teamsters and have been bargaining for a first contract.
Slinghoff said Flight Options pilots are excited that the firm will be the "launch customer" for the Phenom 300.
The aircraft joining Flight Options' fleet later this year has a range of 2,071 miles, seats up to seven passengers and two crew, and has a per-hour cost of $3,519 when fuel and taxes are included. That compares with hourly costs for other business jets that range from $4,450 for the Cessna Citation CJ3 to $5,689 for the Citation XLS, Flight Options says.
Flight Options' main competitors are Columbus-based NetJets, an enterprise of Warren Buffet's Berkshire Hathaway; CitationShares, a division of Cessna Aircraft Co., based in Greenwich, Conn.; and Flexjet of suburban Dallas.
Silvestro said the Phenom 300 consumes less fuel and has a bigger baggage area and more amenities than comparable jets. Its cruising speed is 518 mph.
A promotional brochure says the plane can handle restrictive airports, take off from high elevations in ski country or short runways in hot conditions, and climb to 35,000 feet in 12 minutes with ease.
Isn't a $750 million outlay -- the combined cost of the 100 jets -- a rash investment with demand so tepid?
"If the airplane wasn't so unique . . . that would be a valid point of view," Silvestro said. "But this airplane is one we feel strongly will have great reception in the market."