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After arriving at LAX we checked in for our returning Virgin America flight and proceeded to security. Both Susan and I had pre-check for this flight and within a few minutes had passed the security check point and were in Terminal 3.
Introduction: Virgin America Elevate Gold Status Match
Review: Hyatt Regency San Francisco International Airport
Review: American Airlines Admirals Club SFO – Terminal 2
Review: Virgin America Short Haul Domestic Coach – San Francisco to Los Angeles
Review: Virgin America Loft at LAX
Review: Virgin America Short Haul Domestic First Class – Los Angeles to San Francisco
Our stay in Los Angeles was just under 24 hours and included a business dinner and some time at Manhattan Beach, which is very close to the airport. We stayed at the Hyatt Regency LAX. I have already written up a master review on the hotel which can be read here. One of the items on my list before traveling back to san Francisco was to visit The Loft, Virgin America’s one and only airline lounge located in Terminal 3 at LAX.
The other Virgin airlines, Virgin Atlantic and Virgin Australia, have great lounges and are frequently commended on their design, services, food and style. I have read some mixed reviews on the Loft by Virgin America and wanted to visit this lounge to better understand what kind of a lounge it is.
Once you’re in Terminal 3 there are numerous signs and posting advertising where The Loft is located. In the large open circular area of the terminal there is a staircase close to gate 35. The staircase sits against a red wall and above a small convenience shop in the corner of the terminal. This was the way I entered the lounge. Once you’re at the top of the stairs and at the door, you need to ring a doorbell so that the associate can buzz you in. It was then I realized this was the back door into the lounge. That’s ok, like the help I’m use to coming in the back gate.
After entry in the back door, it’s a short walk past the restrooms to the reception desk. The associate checked my credentials for entry. As a newly minted Elevate Gold member I have access to this lounge. Susan who doesn’t have status with Virgin America used her priority pass membership for entry. The Loft allows free entry for Elevate Gold Members, both Priority Pass and The Lounge programs, and long-haul Virgin America First Class passengers. Elevate Silver members can purchase a single pass for $15 on the day of travel and standard Virgin America passengers can do the same for $30.
Signage throughout Terminal 3
Stairway to The Lounge
Up the stairs
Back door
Reception desk on entry
Back entry and passage space
Restrooms
The front door
Walking through The Loft lounge by Virgin America is visually entertaining. The space is immersed in the Virgin style and vibe with lots of purple and red. The furniture, architecture and graphics all have the gogo 60’s feel that harken back to the jetsetter age.
The square footage of the lounge is not overly large, and it is divided into two main spaces. Up front next to the reception desk is the first open seating area. It’s a windowless area with a curved wall and red and dark gray furniture. The ceiling has a couple open circles coves, with purple LED lighting glowing up above. It’s connected to other main seating area by a wide and open transition area which also includes the sideboards presenting snacks and drinks.
The second open seating area is in the back of the lounge along the window that views the airport tarmac and on-goings. It also has dark gray and red furniture intended for relaxation and an interior design that follows the lead of the rest of the lounge. The daylight is welcome in this space and soft leather chairs were our first choice to sit in. Furniture is always fun in any Virgin lounge and this one is included. I enjoyed the design of the red circular chairs. They look uncomfortable, but aren’t bad once you’re in them.
Hi-tops just past entry
Front open seating area
Another angle
Open transition area between front and back
The chairs drip design
Secondary seating space next to windows
Hi-back cube chairs
Views from back area out to LAX
Giants logo plane
The main bar follows the rest of the design with its circular shape and dark leather stools. Up above is a circular cove with more purple light glowing out. Next to the bar is an open dining area with 2x hi-tops and a communal table. The staff was somewhat attentive and would greet you upon entry to the space, but then would quietly disappear after serving you.
I was hungry and shared the turkey sandwich and kale salad with Susan. We both though the food was a real disappointment. This is true of both the self-serve and order items. The “to order” hot food is not gratis, and must be paid for which is almost (I said almost) insulting. Since this first visit I have used this lounge a couple more times and the self-serve food has never looked that appetizing.
The bar area
Additional dining seating
Long communal table
Display menu
Open area sideboard with midday offerings
Fruit, cookies and snacks
Soup was kale and potato
Soda and caffeine
In Summary:
Despite my critical comments about the food, I like The Loft. I enjoy the design, style and location of Virgin America’s one and only airline lounge. I use this location to work out of and to have a quiet place before my next flight. Sometimes I enjoy an adult beverage, sometimes I drink club soda and watch the planes go by between emails. In either case, it’s included with my Elevate Gold membership, which is more generous than most domestic airline programs.
The Loft would be a fantastic lounge with some better food options and refresh on the furniture coverings. The food wouldn’t take a lot. Five small items and five larger items that were hot and tasty. Maybe a couple salads. They wouldn’t have to be exotic or expensive, but just good. American standards like a good hotdog, hamburger and sandwich. American staples done right. Train the staff to care a little more and as stated earlier this could be a great lounge.
The Loft is in terminal 3 of LAX, and Virgin America is moving out of this terminal into terminal 6 with Alaska Airlines. Delta is taking over Terminals 2 and 3 with their SkyTeam partners. From a competitive standpoint, all this makes sense. When this happens (current estimate is May 2017) I’m going to guess Alaska Airlines will quietly close The Loft and service Virgin America lounge needs from The Board Room in terminal 6. What a shame because I find The Board Rooms to be a little boring (pun intended). Alaska could take this lounge and do something meaningful with it in a new location. Odds are this won’t happen.
In the meantime, enjoy what you can of The Loft until later this spring.
