JetBlue's abrupt departure plans from Tallahassee take city officials by surprise

With only a few hours notice, the city of Tallahassee was largely caught off guard by JetBlue Airway's sudden decision to discontinue non-stop service from Tallahassee to Fort Lauderdale after a mere seven months in the market.

Yet, it took more than a decade to get JetBlue to Tallahassee. In January, after snail-pace courting, city officials and residents appeared overjoyed to see the first flight finally arrive and viewed the low-fare carrier's debut as the dawn of cheaper prices and more routes for the future.

Moments before news broke, airline network planners told the city that Tallahassee's nonstop flight had an average of 60 to 65% occupancy rate for its 159-seat aircraft. Yet, prior to this, the Tallahassee to Fort Lauderdale route was considered a top destination for capital city passengers.

Tallahassee City Manager Reese Goad said "there were no signs of this coming" and added the city was in active conversations with JetBlue to consider an additional route when the airline announced the flight service would end Oct. 27.

"We were talking to JetBlue about expanding their service," Goad told the Tallahassee Democrat. "That was the nature of the conversations with JetBlue. We were talking about them adding a second leg, adding direct flights elsewhere.

It could have been almost anywhere, right? New York was a hot one, because we have so many people traveling there. We alluded to the idea of the Caribbean ... Now that would have been a seasonal, weekly service, potentially."

Tallahassee's airport is one of several impacted by New York-based carrier's decision to restructure its network and eliminate services, which includes larger markets like Charlotte, North Carolina; San Antonio, Texas; and Palm Springs, California.

Goad said, in his opinion, "JetBlue made a mistake" considering the fall months would be the busiest travel season of the year for Tallahassee. He also doesn't see JetBlue's decision as a blow in light of overall passenger traffic trending upward at Tallahassee's airport.

Others don't agree. Many residents and community leaders voiced deep disappointment on social media.

Taurean "TJ" Lewis, former economic development business manager for the Tallahassee-Leon County Office of Economic Vitality, described the situation as "devastating on so many fronts for TLH."

"Traffic was ticking up for sure but where was the marketing campaign to fly JetBlue throughout the city, region? The bold commercials and billboards telling people about JetBlue’s service starting at $75 to S. Florida?" said Lewis, who serves as economic development director for Gadsden County. "How in the heck does this route fail when it is the most popular destination from here?"

How did Tallahassee lose JetBlue?

JetBlue's arrival in Tallahassee was one of the city's biggest business stories of the year. The inaugural flight was celebrated with much fanfare, a steel drum band greeting the inaugural passengers as they deplaned in Tallahassee.

JetBlue issued a statement regarding its decision that was fueled by "underperformance and a lack of customer demand."

"Exiting a market is a difficult decision and we were privileged to have served Tallahassee," the statement said. "We are doing this to make investments in other parts of our network ... impacted customers will have their tickets automatically refunded to their original form of payment."

Tallahassee's new flight was part of the airline’s plan to expand its reach in Florida and came on the heels of other in-state travel routes launched in Jacksonville with direct flights to Fort Lauderdale.

As previously reported, the direct flight to South Florida was billed as an option for international access to more than 100 destinations, including Latin America, South America, the Caribbean, Canada and the United Kingdom.

While the airline is touting plans for expanded services, including in Florida, JetBlue has been hit with its own economic turbulence after a federal court case in January blocked the airlines attempt to merge with Spirit Airlines. The U.S. Department sued JetBlue and said the merger would bump up airfares if Spirit, the country's largest low-cost airlines, was bought out.

At the time, city officials said the decision wouldn't affect Tallahassee's flight. Now they say the merger block, coupled with corporate shuffling at JetBlue, ultimately led to Tallahassee being on the chopping block.

Goad said JetBlue's decision to leave Tallahassee was "terrible," adding the airline "clearly is going through a corporate restructure. Their stock are prices down. Their merger with Spirit (Airlines) was unsuccessful ... As we learned what other markets were involved, I think it's indicative of bigger, broader issues."

Traffic trending up

Traffic history reports show overall passenger traffic is trending up at Tallahassee International Airport. A year-over-year look, total passenger traffic was up 15.57% from June 2023 (407,721) to June 2024 (471,187).

Goad pointed to American Airlines as an example of a carrier that's found a "sweet spot" in flights servicing Tallahassee. He said American Airlines is now the largest carrier out at Tallahassee's airport, adding for decades Delta Airlines had that distinction and "is still doing great from Tallahassee."

"American has found a really good market," Goad said. "They fly direct to (Washington) DC, to Charlotte, to Miami, to Dallas ... They found the sweet spot. They're flying mostly around 100-seat planes."

Yet this is the second time this year the airport has been sidelined. In March, a $20-million lease agreement with Burrell Aviation fell apart when the company failed to uphold its end for promises to build a facility and generate more than $8 million in new revenue for the airport spanning the agreement.

When asked if he sees JetBlue's decision as a blow to Tallahassee's airport, Reese said, "Absolutely not."

"It's not about the airport. There's no action that the airport could have taken to change this," Goad said, "adding the airport's leadership team maintains regular dialogue with airline carriers with the goal of adding service. "The conversations are already happening. They've been happening. It wasn't like, 'Oh, we have JetBlue, and that's enough because it's not."

Despite JetBlue's decision to pull out of Tallahassee's market, Goad said the airport's goals are clear: a million passengers a year and a billion dollar economic impact. He said, "They're on track to achieve that."

Just five years ago, he said, the airport's economic impact goals were to reach "$400 million a year, and now we're in excess of $900 million on track to reach a billion."

"JetBlue didn't stay in a full year. And what we all know is their busiest season is approaching," Goad said. "We all know the busiest travel season in Tallahassee will be the fall. So they didn't evaluate the market even for a full year ... This airport did a great job. It's doing a great job, and we'll get another airline."

Here's what other city officials, leaders said about JetBlue's decision

Mayor John Dailey

"Our momentum is still strong. Let me remind you that our numbers are up this summer. Our economic development at the airport is up this summer ... while I am disappointed that JetBlue will no longer be flying out of Tallahassee in October, we're moving forward. And, look, when JetBlue does a reevaluation and if there's opportunity to bring them back to Tallahassee, as the mayor I will welcome them with open arms.

They're looking at all of their flights that are not meeting their goals, and they are restructuring ... it's a business and they need to do what they need to do. I don't think it has anything to do with the relationship with Tallahassee."

"We obviously do not manage the airline ... Not a penny of economic development went into this. JetBlue saw our market as an emerging market, and we welcomed them here."

Tallahassee City Commissioner Jack Porter

"This news is really unfortunate "— another step backwards under this majority’s agenda that is too busy spending millions on sprawl and corporate giveaways.But that’s not what keeps businesses in town. Wise management and common sense government instead of tax increases and giveaways is the way forward towards a better business climate."

Tallahassee City Commissioner Jeremy Matlow

"We have to look at business recruitment and retainment differently. The current efforts at the airport aren’t working.  While they’re building a $140 million new road to the airport that won’t increase airline passengers, we just lost JetBlue."

Sue Dick, president and CEO of the Tallahassee Chamber of Commerce

“It is disappointing that JetBlue made this business decision. Our current air carriers need to continue to be supported. Our community focus and vision has to be steadfast on creating private sector jobs. Our airport is a regional economic driver with the opportunity for business and industry to locate which will fuel our growth and economic vitality."

Sean Pittman, founder and chairman of the Big Bend Minority Chamber of Commerce

"As someone who travels by air nearly every week, JetBlue’s decision marks a sad day for Tallahassee, our working class community and our business climate. Basic economics tells us that when there is competition, prices go down. JetBlue’s introduction into our market forced current airlines operating in Tallahassee to lower prices to and from competing destinations and made travel more accessible for all our neighbors.

I suspect these same airlines immediately go back to “business as usual,” back to premium prices which will again limit travel options to South Florida and make doing business in Florida’s Capital City more difficult. I believe we will ultimately succeed in this space, provided we learn from what went wrong with AirTran and now JetBlue, so that we can make adjustments and be prepared for the next opportunity that our city and county leaders create."

Contact Economic Development Reporter TaMaryn Waters at [email protected] and follow @TaMarynWaters on X.

This article originally appeared on Tallahassee Democrat: JetBlue announces plans to pull direct Tallahassee flight service