Flying Private to the Fair

If the world’s most elite sports champions like Roger Federer, Tiger Woods, and Tom Brady not only endorse your brand with national print and TV ads, but are also professed customers as well, all signs would indicate that you are a champion standing tall in the winners circle.

Undoubtedly, Haute Living readers are already well versed in the language of fractional jet ownership, and thereby are certainly familiar with the pioneer of the industry, NetJets, Inc. We could spend this time recapping the company background, and writing endless paragraphs about the services they offer, but that would make for quite the boring read for most of you. If you don’t already know that NetJets can have your aircraft ready to whisk you away in as little as four hours, or that they offer the largest, most diversified private aircraft fleet in the world, then we suggest you peruse the private aviation archives on HauteLiving.com to educate yourself just a bit before continuing, because there’s nothing worse than a poorly trained novice jumping in the ring to play with the big boys who own expensive toys.

No dear readers, the purpose of this article is not to offer advice on private aviation 101. Whom we are addressing in this issue are the elitist of the elite, the most important VIPs, the private flyers who do not need to impress the masses with their private plane status; they need to impress their board and shareholders with sophisticated and savvy corporate strategies.

For those readers who understand that the ultimate luxuries are time and the opportunity to engage with the world at the highest level, we are taking you behind the velvet ropes of being a NetJets owner at some of their most exclusive events throughout the country. A private Jonas Brothers concert for your tween? Personal time with Federer on the courts? Or how about batting and pitching with Red Sox legends at Fenway Park? Membership certainly has its privileges and for those who posses a fancy to be tickled by art, welcome to America’s most exhilarating week of the entire year: Art Basel Miami Beach.

The recognition of this event has evolved to gargantuan proportions since its inception in 2002 and has enamored New Yorkers and South Floridians alike, along with a global who’s who comprised of artists, collectors, celebrities, architects, and designers. NetJets has been there since the beginning, supporting the show each year as one of its main corporate sponsors. “The fair has grown immensely over the years and NetJets is proud to be a part of that success,” NetJets told Haute Living in an exclusive interview. “This success demonstrates the influence and reach of Art Basel Miami Beach, which has emerged as one of the most significant annual art shows in the world.”

Going on to define NetJets owners as some of the most engaged art collectors, cultural enthusiasts, and influential philanthropists, they are expecting a successful turnout of their clients to attend ABMB. “Our owners sit on the boards of internationally recognized museums and performing art centers. Of the top 200 collectors in the world, approximately 10 percent are flying with NetJets, so a partnership with the biggest art fair in the world made perfect sense. We try to provide all of our owners with benefits that serve their needs and interests.” In the past, NetJets has also partnered with the Whitney Museum of American Art, SFMoMa, the Guggenheim Museum, the New Museum in New York, the Walker Art Center, the Museum of Contemporary Art in Los Angeles, the Fine Arts Museums of San Francisco, the Institute of Contemporary Art in Boston, the Miami Art Museum, the Los Angeles County Museum of Art, and SITE Santa Fe.

In previous years, NetJets has celebrated the opening of Art Basel by honoring an acclaimed artist or art collector at a private cocktail reception for NetJets owners and guests. They have celebrated such artists as Richard Prince, Alex Katz, and Jaume Plensa and art collectors Leonard Lauder and Donald Marron. Additionally, NetJets offers all owners exclusive access to the entire Art Basel Miami Beach fair including the show’s previews and Vernissage. “We send out VIP cards and the VIP event schedule to all of our owners in advance so they can plan their activities at the fair. We also host a private lounge in the VIP art collector’s area, where owners can relax and enjoy some refreshments.” NetJets VIP owners lounge was designed as a blank slate, with a minimalistic theme. “The fair can be very stimulating visually, so it’s wonderful for our owners to be able to come to our lounge, sit, relax, enjoy some refreshments, and circulate with other NetJets owners.”

With 800 owners and guests attending the 2008 show, NetJets is expecting equal or greater numbers this year. NetJets reports that some of their popular aircraft models arriving in Miami include the Cessna Citation Excel and the Cessna Citation X. The Citation Excel combines the value of a light-cabin aircraft with the near stand-up comfort of a larger, mid-size aircraft. “It is an extremely popular choice for owners flying between New York and Miami. We also have many owners flying to Art Basel on the Citation X because it is the fastest passenger aircraft in the world. It is ideal for coast-to-coast trips and would be perfect for owners flying between California and Miami,” NetJets reported.

“Art Basel Miami Beach is the top contemporary art exhibit in the hemisphere. Through our partnership with Art Basel Miami Beach, we are not only able to provide NetJets owners with access to this celebrated fair, but we are also able to bring together two complimentary brands, the best in modern and contemporary art, and the best in private aviation.”