Set Jet East Coast Expansion: Private Jet Travel Made Accessible and Convenient

Think private jets are only for billionaires or full aircraft charters? Think again.

Set Jet, a membership-based private jet service founded by CEO Tom Smith, is expanding beyond its West Coast stronghold and targeting the East Coast market. This move matters — especially if you’re a private travel consumer seeking affordable and convenient alternatives to commercial airlines or traditional charter.

But here’s the bigger question:

Is Set Jet’s East Coast expansion the smartest way to fly private — or is there a better model emerging?

Let’s break it down.

The Scope: What Set Jet’s East Coast Expansion Actually Means

Set Jet has historically operated on the West Coast, using a by-the-seat private jet membership model. Instead of chartering an entire aircraft, Set Jet members book individual seats on scheduled private jet routes, making private aviation more accessible to a wider audience.

Members enjoy the luxury of flying private at a price point comparable to first-class commercial tickets, with memberships starting at $99 per month and per-seat booking fees typically between $750 and $1,550. This semi-private model allows members to schedule flights based on their preferences without a published schedule, depending on aircraft and crew availability.

With plans to expand routes toward the East Coast, including key business and leisure corridors such as New York, Miami, Dallas, Austin, Houston, and Salt Lake City, Set Jet aims to scale its footprint and serve new clients seeking convenience and luxury. One-way tickets for these proposed East Coast routes were planned at a fixed rate of approximately $4,500, reflecting the premium service offered.

This article covers:

• Set Jet’s origin and leadership by CEO Tom Smith

• Membership pricing and benefits for Set Jet members, including an upcoming Elite Membership tier at $1,000/month with exclusive perks for East Coast clients

• West Coast and Los Cabos routes

• East Coast expansion plans and timelines

• Fleet and onboard service model

• Operational and financial signals

• Competitive positioning in the aviation industry

• What this means for private travel consumers

And importantly, how this compares to alternative access models, such as empty-leg flights offered through membership services providing unlimited access to free empty-leg flights.

Company Snapshot: Set Jet and CEO Tom Smith’s Aviation Passion

The Origin of Set Jet

Set Jet was founded to solve a simple problem: flying private is traditionally expensive and inaccessible for many professionals. Chartering entire aircraft is cost-prohibitive for most, while Set Jet’s membership model offers a more affordable alternative.

By operating scheduled routes on private aircraft and allowing members to book seats individually, Set Jet lowers the barrier to private jet travel for a wider audience. The company primarily serviced popular West Coast destinations including Los Angeles, Scottsdale, Las Vegas, San Diego, Orange County, and San Francisco. Seasonal flights to luxury getaway spots like Aspen and Los Cabos, Mexico, further catered to luxury travelers seeking convenience and exclusivity.

Membership Pricing Model and Benefits

Set Jet operates via a membership structure:

• Monthly membership fees starting at $99

• Per-seat booking fees ranging from under $500 to over $1,000, depending on route and demand

• Access to private terminals and expedited boarding, allowing members to arrive just 20-30 minutes before departure (or 20 minutes for pre-cleared members), bypassing TSA lines and crowded gates

• Two complimentary flights per month for pets of any size, reflecting the company’s pet-friendly travel policy

• An upcoming Elite Membership tier priced at $1,000 per month, designed to offer additional benefits tailored for East Coast travelers

This model offers convenience and affordability compared to traditional charter, which can cost thousands per flight hour. Set Jet members enjoy the luxury and security of flying private without the high costs of purchasing or fractional ownership.

Leadership and Aviation Credentials

CEO Tom Smith, who obtained his pilot’s license in 1985 and has a successful career including co-founding TASER International, brings passion and operational expertise to Set Jet. His aviation background and commitment to safety underpin the company’s mission to deliver a premium experience to its members.

Routes and East Coast Expansion Plans

Current West Coast and Los Cabos Routes

Set Jet’s core operations have focused on high-traffic West Coast corridors, including:

• Scottsdale ↔ Los Angeles

• Scottsdale ↔ San Diego

• Las Vegas ↔ Orange County

• Phoenix ↔ Southern California

Seasonal service to Los Cabos, Mexico, is a major draw, connecting:

• Scottsdale ↔ Los Cabos

• Southern California ↔ Los Cabos

Los Cabos appeals to luxury resort-goers, golfers, and those seeking quick access via private terminals, offering Set Jet members an exclusive international getaway.

Planned East Coast Routes and Timelines

Set Jet’s East Coast expansion targeted high-demand corridors such as:

• New York ↔ South Florida (Miami, Palm Beach)

• Boston ↔ Miami

• New York ↔ The Hamptons

• Dallas, Austin, and Houston routes in Texas

• Salt Lake City and other key hubs

The company had discussed potential future routes including Miami and West Palm Beach before its sudden closure. Set Jet was expecting to launch additional service routes on the East Coast between the Miami area and New York City, as well as in the Texas market in 2024.

Operational Constraints and Sudden Closure

Private aviation faces challenges, including:

• Aircraft acquisition and leasing costs

• Pilot hiring and retention

• Maintenance scheduling

• Airport slot availability

• Seasonal demand variability

Set Jet ceased all operations abruptly on February 17, 2024, due to financial difficulties after an investor backed out of a $14 million funding commitment. At the time, the company had approximately 2,899 active members.

All current active memberships were automatically canceled effective immediately upon closure. Set Jet canceled all booked flights beyond the date of closure, causing disappointment for its members, many of whom had already paid for future flights and were left without refunds.

CEO Tom Smith expressed deep regret over the impact of the closure on members and the community, describing the period as a deeply distressing time.

Private Jet Product, Fleet, and Onboard Service

Aircraft and Seating

Set Jet operated Bombardier Challenger 850 jets, configured to seat 13 to 16 passengers in spacious, ultra-luxury interiors. This large cabin experience differentiated Set Jet from competitors offering smaller jets or regional aircraft.

Cabin Attendant and Service

Set Jet provided dedicated cabin attendants who offered complimentary in-flight service and premium beverages, enhancing the travel experience beyond simple transportation.

Private Terminal Benefits

Passengers departed from private terminals and Fixed Base Operators (FBOs), enjoying:

• Arrival just 20-30 minutes before departure

• No TSA lines or crowded gates

• Faster luggage handling and security

This convenience significantly reduced travel time and stress.

By-The-Seat Model vs Charter Ownership

Set Jet’s by-the-seat model combined membership fees with per-seat booking, offering scheduled routes without the high costs of full charter or fractional ownership.

Compared to empty-leg flights, which provide access to repositioning flights at no per-flight cost under a flat annual membership, Set Jet offered predictable scheduled service with premium aircraft and amenities.

Operations, Booking Workflow, and Pilot Staffing

Booking Workflow

Set Jet members logged in to view scheduled route calendars, select available seats, and confirm bookings. Members received departure instructions for private terminals, ensuring a seamless process.

Pilot Hiring and Credentials

Expansion required scaling pilot staffing with:

• FAA ATP Certification

• Type ratings for turbine aircraft

• First-Class Medical Certificates

• Minimum flight hours (often 1,500+)

CEO Tom Smith’s pilot’s license and aviation passion reinforced the company’s safety focus.

Financial Health, Funding, and Risk Signals

Private aviation startups like Set Jet depend on:

• Annual membership and per-seat booking revenue

• High seat utilization and route fill rates

• Efficient fleet usage and operational cost management

Set Jet’s growth depended on securing investor funding and managing cash runway carefully. The loss of a $14 million investor commitment led to the company’s abrupt shutdown.

Community and Networking Benefits

Membership-based private jet services like Set Jet create a community among members, allowing networking opportunities with affluent individuals including business owners, entrepreneurs, and executives. This "community in the sky" adds intangible value beyond transportation, offering members a unique social and professional environment.

Competitors and Market Position on the East Coast

East Coast private travel is competitive, with players including JSX, Wheels Up, NetJets, and Blade.

Set Jet differentiated itself by offering:

• Large-cabin private jets

• Scheduled routes with membership pricing

• Access to private terminals and cabin attendants

Pricing may be higher per seat than JSX, but it offers more exclusivity and comfort.

Why Empty Leg Flights Are Reshaping Private Access

Empty leg flights occur when private jets reposition without passengers. Platforms offering empty-leg access provide opportunities for operators to list and manage empty legs to optimize utilization:

• Thousands of flights worldwide

• Lower cost structures

• Transparent annual memberships with no per-flight fees

For travelers seeking flexibility and global access, discounted private jet empty leg flights from your departure city may offer a compelling alternative to Set Jet’s scheduled-by-the-seat model.

Conclusion: The Bigger Picture for Private Travel Consumers

Set Jet’s East Coast expansion reflected the increasing desire for affordable, convenient private jet travel. For Set Jet members and prospective clients, the company offered a blend of luxury, convenience, and community.

However, travelers should consider all options, including empty leg flight platforms like Hoppyn, fractional ownership, and full charter, to find the best fit for their journey and budget.

Ready to Fly Smarter?

If you’re exploring alternatives to Set Jet’s East Coast expansion, consider models built around empty leg flights. These offer transparent annual memberships, no per-flight costs, and access to a broad network of private jets.

Explore available routes and discover how new private aviation models are transforming the industry with Hoppyn.

Join the community of savvy private travelers today.