From USA Today a few days ago:
Virgin America wants Puerto Vallarta to become its next destination. It announced today it will ask the U.S. Department of Transportation for regulatory approval to add flights to the Mexican resort destination from its hub in San Francisco. Virgin America also needs approval from Mexican aviation regulators.
If approved, Puerto Vallarta would become Virgin America’s third destination in Mexico. Cancun and Los Cabos are the others. Virgin America says it hopes to begin the route in time for the winter travel season. Virgin America would go head-to-head with Alaska Airlines’ nonstop service on the route.
“We’ve seen a strong demand for travel to our Mexican destinations and we’re looking forward to giving our flyers another world-class leisure option,” Virgin America CEO David Cush says in a release. “We’re proud to be growing and offering travelers a very unique flight experience at a time when most airlines are shrinking their schedules and reducing the amenities provided to fliers.”