Brightline

Brightline, Virgin Rail Parting Company

The honeymoon between Brightline, the private-sector luxury passenger train in Florida, and the Virgin brand is over. It lasted for fewer than two years. When we reported about the change in branding from Brightline to Virgin Trains USA late in 2018, it appeared that the edgy and innovative Brightline brand was headed for oblivion. It now seems that the COVID-19 virus is responsible for the reversal of events that led to a parting of the ways. Whatever the reason, the Brightline brand will now live again.

Tri-Rail, Virgin Trains USA Vying for Miami Access

A railroad battle is shaping up in Miami. Two competitors want to serve potential commuters into Brightline’s new Miami Central downtown hub. It may not be as dramatic as the Chile War, when the Atchison, Topeka & Santa Fe and the Denver & Rio Grande Western literally fought armed skirmishes to determine who could build new rail lines in the New Mexico Territory in the early 1880s, but it nevertheless is a battle.

Branson, Goddard christen MiamiCentral

Sir Richard Branson and Patrick Goddard marked the beginning of Brightline’s transition to Virgin Trains USA on April 4 with a ceremony at Virgin MiamiCentral Station that unveiled the passenger rail service’s new branding graphics. Brightline is the express intercity passenger rail service that currently connects Miami, Fort Lauderdale and West Palm Beach, with expected service to Orlando and Tampa, and between Las Vegas and Southern California.

Virgin Trains USA readies for NASDAQ IPO

Virgin Trains USA announced Jan. 30 that it is launching an Initial Public Offering (IPO) of 28,334,000 shares of common stock. The NASDAQ Global Select Market listing is expected to raise $17 to $19 per share—between $482 million and $538 million—resulting in the company having a market capitalization of up to $3.2 billion.

Brightline goes Virginal. What price Virginity?

Last month we reported on the impending demise of the Brightline brand for privately operated passenger trains in Florida, and the takeover by Virgin, at least as far as the public face of the venture is concerned (William C. Vantuono’s initial report on Nov. 16 and this writer’s article concerning the company and its branding on Nov. 26). There have been new developments lately: an initial public offering (IPO) for stock, and the prospect of an additional station near the giant Disney World theme park. The situation facing incumbent management may also be worse than we reported then.