A bright spot at LAX’s drab Terminal 3

Virgin America's Loft at LAX is hidden away in the upper level of Terminal 3 (Photo: Chris McGinnis)

Virgin America’s Loft at LAX is hidden away in the upper level of Terminal 3 (Photo: Chris McGinnis)

Anyone who has flown through Terminal 3 at Los Angeles International Airport knows that, despite efforts to gussy it up, it is a hulking relic from the 1960s.

To get inside, you must first pass through a TSA screening area wedged in a cramped, low-ceilinged and awkward space (that luckily has a mostly fast-moving PreCheck line). Once inside, there’s a Burger King, a Starbucks, a grab and go bakery and a few Hudson’s news shops. The outpost of LA’s popular Gladstone’s seafood restaurant is nice, but there’s frequently a line to get in, especially when flights are delayed.

Terminal 3 is the LAX home of Allegiant, Virgin America, Frontier, JetBlue and Spirit Airlines- all low-cost, low-fare carriers that don’t really have the funds for deep terminal renovations like Delta has underway at Terminal 5…or that the major international carriers (and the city) have created at the outstanding new Bradley International terminal.

Virgin's LAX Loft is not huge, but it feels that way due to brightness from floor to ceiling windows (Photo: Chris McGinnis)

Virgin’s LAX Loft is not huge, but it feels that way due to brightness from floor to ceiling windows (Photo: Chris McGinnis)

Standing out from the drab dreariness of Terminal 3 is Virgin America’s colorful LAX Loft. I have known about the Loft for a while– via Virgin’s PR machine, from TravelSkills readers, and from reading the lounge’s mixed reviews in the blogosphere. It’s been open since 2012.

Since I’ve had relatively good luck with flight delays at LAX, I have never had reason to decamp from the main terminal, so I’d never seen it in person.

When Virgin invited me to check it out during my recent trip to LA, I jumped at the chance.

Here’s the lowdown:

Entering the Virgins' LAX loft is like entering one of its planes. Moody & mod. (Photo: Chris McGinnis)

Entering the Virgins’ LAX loft is like entering one of its planes. Moody & mod. (Photo: Chris McGinnis)

Entry: Anyone traveling on Virgin America or its partner airlines can pay a $40 fee to enter the Loft. Full-fare first class passengers on long haul flights get in free. So do Gold and Silver Elevate members with their annually allotted day passes. Priority Pass or Lounge Club cardholders (plus companions) can also get in without a fee by presenting a valid membership card.

It’s located on the upper level of the terminal main gate area, accessible by elevators or a staircase and is open daily from 6am to 11pm. LAX is one of Virgin’s two primary hubs, so there is a steady stream of passengers all day long who might duck into the club.

Endlessly entertaining views plus loaner binoculars. (Photo: Chris McGinnis)

Endlessly entertaining views plus loaner binoculars. (Photo: Chris McGinnis)

The views: The club’s most outstanding feature? The breathtaking runway views. Plane-spotters can just sit back, relax and watch those colorful tails LAX is known for float by on the runway. Endlessly entertaining!

Wi-fi: free, password-protected, very fast and much better than the LAX’s free wi-fi. Plus, in Virgin style, there there are plenty of power plugs all over the place.

Design: It’s fun, mood lit and very much in keeping with what you see onboard Virgin America flights- lots of red, white and black. Modern furnishings (like Frank Gehry tables and big red Vitra sofas) float on a glossy gray (recycled material) floor. Regrettably, there is scant desk or table space for business travelers planning to get some work done. There’s a lively bar area, several separate seating areas, bathrooms, a marble-topped snack buffet and big views out to runways. There’s even a pair of powerful binoculars to check out what’s happening outside the big floor to ceiling windows.

I visited during late morning and only saw breakfast offerings like fruit, yogurt, pastries and cereal. (Photo: Chris McGinnis)

I visited during late morning and only saw breakfast offerings like fruit, yogurt, pastries and cereal. (Photo: Chris McGinnis)

Food: Basic but good. There used to be a more elaborate buffet when Virgin Australia passengers used this lounge. But since that carrier moved into the Bradley International terminal last December, the repast is now on par with what you may find at most domestic US airline lounges- the current Loft menu in the morning includes pastries, bagels, breads, yogurt, fresh fruits, juices, cereal, and an espresso bar. In the afternoon/evenings, there is hot soup, breads, a cheese platter, fresh fruit, cookies and grab-and-go snacks like Krave Jerky and mixed nuts.

Hanging out at the bar and soaking up what's going on outside. (Photo: Chris McGinnis)

Hanging out at the bar and soaking up what’s going on outside. (Photo: Chris McGinnis)

Cocktails: Complimentary! I noted booze brands such as Glenfiddich, Jack Daniels, Tanqueray Sapphire, Bacardi and Sauza. Plus there are a couple vats of fruited, iced waters and an espresso bar. In addition to the usual beverages  you can also order “Lofty Libations” crafted by the bartender that include the Virgintini, Mile-High Margarita and Runway Ruddy Mary.

If you were stuck at LAX would you pony up the $40 for a visit? Have you visited Virgin’s LAX Loft? Please leave your comments below.

–Chris McGinnis

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Virgin America’s new lounge at LAX

Virgin America’s new Loft lounge at LAX (Photo: Virgin America)

At San Francisco International, Virgin America’s digs at the bright-n-sassy new Terminal 2 are so nice that the whole thing feels like an airport club.

However, those who have flown Virgin to Los Angeles know that’s not the case at LAX– despite upgrades, facilities at Terminal 3 are sub-par– and frequently crowded.

But if you have elite status with Virgin’s Elevate program,  or an extra $40, all that changed today with the opening of Virgin America’s new 4,500 sq ft Loft lounge. It’s located inside security on the second floor of Terminal 3– occupying the space previously used by Alaska Airlines.

Would you be interested in a private tour of Singapore Airlines’ giant Airbus A380 double-decker when it arrives in San Francisco this winter? Click here for details! 

The space was designed by Jesse McMillin, creative director at Virgin America, and from the video below, the mod furnishings and red, white and black color palette and mood lighting look very similar to… the inside of a Virgin A320, or our very on T2 at SFO. (TravelSkills profiled McMillin’s “Cool Travel Job”  last year.)

The Loft has a maximum capacity of 90. Elevate silver members get two free passes per year; Gold members get three. Once you have used those up, day passes are available for $40. It’s open from 6 am until 11:30 pm daily.

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