While JetBlue’s University program deeply immersed crewmembers in company culture, that momentum was lost at the end of each day when staff dispersed to up to five different offsite hotel locations.

Recognizing the need to keep that cultural connection alive around the clock, CEO Dave Barger initiated a plan to bring housing on-site.

Our team was engaged to lead the comprehensive concept development phase for a lodge that added overnight accommodations, as well as additional conference and learning rooms, to the existing JetBlue U campus.

To create a design that authentically reflected JetBlue's identity and operational goals, we conducted in-person interviews with the entire C-suite and benchmarked premier facilities both domestically and abroad. The final strategic plan seamlessly merges hospitality, immersive learning, and corporate branding into a cohesive campus experience.