FORT LAUDERDALE, FL-- Looking as much the rock star as the band members he once promoted, Sir Richard Branson glides through the crowd of partygoers, autograph seekers and Broward County big shots to cut the ribbon on yet another business coup.
Donning a firefighter's gear he mans the hose and showers two Virgin America planes that have just flown to Fort Lauderdale non stop from San Francisco to Los Angeles to open service into South Florida.
Billionaire, entrepreneur, adventurer and humanitarian...the 59 year old product of upper middle class trappings in South London controls and runs 360 companies.
The 'Virgin' brand is as golden as his shock of hair....the cool reserve belying a fiercely competitive edge.
He's asked, "Why is Virgin Airways so profitable while other U.S. airlines struggle?"
"For some reason, the people who run airlines in America forget there are people who like to fly their airlines and want good service. You have great airlines in America, great hotels in America. America is renowned for its service. When it comes to service in the air it just doesn't happen," he says.
With great wealth comes great responsibility...and the chance to change the world. Branson, who once disputed global warming findings, is now a believer. His Virgin fuels will develop cheaper cleaner aircraft fuel.
He has teamed with Nelson Mandela and rocker Peter Gabriel to pool world leaders to diffuse global conflicts. There's a disease initiative and then there is something else.
"I still pinch myself. I think one day I'm going to wake up and think our whole space project is just a wonderful dream," Branson says.
It's not. His spaceship was unveiled in the Mojave desert 11 months ago.
"It's beautiful, it's magnificent and it's going to be taking people into space," he says.
People are lining up to lay down $200,000 a ticket to reserve a seat.
When you own airlines and islands and spaceships and formula one teams and media companies and rail lines and vodka brands...when you are as much the brand as the Virgin name... can you get burned out?
How much fun is it being Richard Branson? he's asked.
"I have to tell you I wouldn't trade being Richard Branson for being anyone else in the world, unless I could do it all over again...I've had a blast. and it will continue to be a blast until the balloon pops or the spaceship blows up, or I have no idea what else," he says.
