August 2, 2007 Talon Air's Luxury Jets Go Above and Beyond By Danielle Sonnenberg TheStreet com Staff Reporter



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August 2, 2007
Talon Air's Luxury Jets Go Above and Beyond


By Danielle Sonnenberg TheStreet.com Staff Reporter
Imagine deciding that you want to catch a show in London tonight, while squeezing in a massage along the way. Doesn't that sound like a dream?

Well, it's not any longer -- if you are in New York City, in as little as one hour's notice, you can go to any destination in the world with Talon Air, a luxury air-charter service.

How much does this dream cost? From New York City to London, $105,000 for a nonstop round trip on the Hawker 4000, one of Talon's newest planes, which seats up to nine passengers in plush comfort.

Talon has positioned itself as one of the few charter companies in the luxury market that has its own fleet. Talon currently employs 11 jets, and is expecting delivery of three more. And unlike many other private airlines, there are no extensive service contracts required for customers, which means no long-term commitment.

When it comes to passengers' preferences, Talon also goes above and beyond -- amenities available for the choosing include gourmet cuisine and fine wines, the latest movies and manicures from its "spa in the sky" service, featuring Frederic Fekkai products.

Above the Flock

Not surprisingly, high-end clients are very drawn to Talon, which was founded in 2001 by real estate lawyer Michael Katz -- and with good reason.

"Clients save the overhead expense ... Talon takes on the risk and still gives people the same experience of owning a jet," says Jason Kaufman, Talon vice president and director of marketing.

Competition in the industry is intense, however, notably from NetJets, which has been around since 1986 and gives customers fractional ownership in its fleet. Kaufman points out, though, that Talon's jets are typically 18 months old while NetJets' are on average about five years old.

The market for private jets has grown significantly in the last 15 years, explains David Almy of the National Association of Aviation. There has been a 15% increase in the number of business jets shipped in the first six months of 2007 vs. 2006, according to the General Aviation Manufacturers Association.

Still, "the advantage [Katz has] is that it's all under his control. If you go to any typical broker or charter outfit, they don't know what they will be able to get you," says airline consultant Robert Mann.

This consistency counts. "People use Talon Air because [Katz] consistently uses a high quality and in doing so, provides value," says Mann.

Mann is both realistic and optimistic about the future of Talon Air. "I think there is a finite size for the market for high-end transportation but with that being said, there is no reason Talon can't be both a success and expand," says Mann.

As Kaufman puts it, "We are in the industry somewhere between the high-end broker and NetJets; we're just more cost-efficient."

Beneficial to Talon clients is the time-efficiency factor as well. Based out of Republic Airport, which is located on Long Island, N.Y., (about 17 minutes from downtown Manhattan on the complimentary helicopter shuttle), the airline isn't subject to the long delays at the other New York City area airports.

Kaufman refers to a recent example, in which a few executives from The Children's Place (PLCE - Cramer's Take - Stockpickr) flew out for an international trip at 9 p.m. They woke up in Paris and used Talon for a European business tour of ten cities, and then returned to New York City in just over two weeks. Flying commercially, this would have taken them at least 18 days. " [Talon] saves them time and increases their productivity," Kaufman points out.

Expansive Plans

For the future of Talon, expansion is in the works. "By the end of 2010, we are aiming to have about 30 jets and about 100 clients," says Kaufman. "We are taking the business model from other industries -- once we raise enough money like a hedge fund, we will close the doors."

That isn't happening yet, though. Talon hopes to expand to the Southeast U.S., especially Florida, which will entail hiring more full-time pilots along with acquiring additional hangar space.

Kaufman explains Talon's business plan: "It's probably a faux pas, [but] we react rather than act, which allows flexibility to move in and out of projects."

Also new this year, the company started managing third-party assets, which are clients' own jets. "The client will make 85 cents and Talon will make 15 cents on the dollar when the jets are rented out to other high-end individuals. At the end of the day, the owner has final say where [the jet] goes. We hope to have six [jets] in the next few months," says Kaufman.

But as always, industry competition is "something to watch out for -- there are new entrants all the time," says Mann.



However, Katz is doing an impressive job with both his track record and Rolodex. "I'm impressed with anyone who can maintain that level of service and that clientele. It's not an easy job," Mann says.
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