Of course there are celebrities, who have demands. Every time a certain action star is back, the team knows he won’t leave until he’s eaten three specially prepared hamburgers. A former Charlie’s Angel used to get so cranky waiting for her Red Bull, it’s now always available where she can grab it. Most—but not all—of these requests are catered to within private rooms nested like Russian dolls inside the lounges.
The most VIP way through LAX isn’t at LAX at all, but via a separate terminal on the far side of the runway. The Private Suite is a members-only club that costs $4,500 per year, plus a minimum of $2,700 per flight. (An offshoot is in the works at JFK.) If that’s your thing, it’s a good deal: Each stay includes $2,000 in minibar amenities, plus massages, manicures, haircuts, and car service straight to the aircraft. And yet, the average member spends one measly hour in their personal suite.
That’s because the biggest value proposition is time saved—security here is a car-door-to-plane-door affair, much like flying private. And since the whole operation is pre-TSA, passengers can get delivery service from Nobu or a one-on-one session with their personal tailor.
So who buys in? About 50% of the members are business execs; the others are celebs escaping the paparazzi. Meghan Markle’s mom used the facility en route to the royal wedding, and Jamie Foxx is a fan, too.
At least some of that inflation is due to the high costs of operating in an airport. Consider the limited storage space and that all goods need to fit through security, which means retailers can’t buy in bulk. Add the high cost of labor—airport employees get compensated for parking, as well as a daily hour of extra commuting time I personally endured to and from the off-site employee lot—and the $6 bottle of water starts to make more sense. But even with all those added costs, most franchises report that their LAX outposts are their brand’s most profitable locations.
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