JetBlue Technology Ventures (JTV)  is a wholly owned subsidiary of JetBlue that was established in February 2016. JTV is the venture capital arm of JetBlue that invests in and partners with early-stage startups in the travel, hospitality, and transportation space. Its mission is to improve the end-to-end experience of travelers everywhere. As of November 2018, JTV has invested in 21 startups, including hybrid planes, machine learning algorithms, and ground transportation. Investments range in size from $250,000 to $1 million.
Animal concepts used in the livery extend into Frontier's marketing as well. Each animal has a specific name. Animal aircraft used in their radio and television commercials include Jack the rabbit, Grizwald the bear, Foxy the fox (for whom Jack has a crush), Flip the dolphin (who always gets stuck going to Chicago rather than the warmer climates the others are going to), Larry the lynx, Hector the sea otter, and Sal the cougar. New additions are Penguins Jim, Joe, Jay, and Gary, a barbershop-style quartet, singing the praises of EarlyReturns to an audience of Frontier's well-known characters from the "a whole different animal" campaign, Hector the otter, advertising Frontier's expanding service to Mexico, and Polly the Parrot, who won the new animal audition in 2012.
In late 2009 Republic began to consolidate administrative positions and moved 140 jobs from the Frontier Airlines Denver headquarters to Indianapolis, Indiana. Shortly after that, in January 2010, Republic Airways announced that it would move all of its executives to Indianapolis. In February the Denver Business Journal stated that the headquarters would be moved "soon". Despite this, according to the Denver Business Journal, Frontier Airlines will still maintain a local headquarters in Denver to house Training, Marketing, Customer Reservations, and Scheduling & Planning teams after extending its lease on the building through 2020.
In February 2012, Frontier Airlines cut five nonstop routes from Milwaukee. This move "reduced Frontier's daily departing flights out of Mitchell International from 32 to 18," or 56%. Frontier announced further layoffs in conjunction with this route change: up to 446 Milwaukee-area employees were affected by the job cuts that occurred between April 15 and April 30, 2012.
jetBlue previously had its headquarters at 80–02 Kew Gardens Road, and then in the Forest Hills Tower, both in Forest Hills, Queens, New York City, 6 miles (9.7 km) from the current office in Long Island City. In 2001 the airline had announced that it wanted to take 74,000 square feet (6,900 m2) of space in the Forest Hills Tower, and by December 2002 announced that it planned to increase its leased space.
March 27, 2012: Flight 191 en route from New York City, to Las Vegas performed an emergency landing at Rick Husband Amarillo International Airport after the captain, Clayton Osbon, was locked out of the cockpit and subdued by passengers after he started acting erratically and ranting about terrorist. It is believed that Osbon suffered from an unspecified mental breakdown, and was treated by Northwest Texas Healthcare System. There were no fatalities.
On October 22, 2008, jetBlue opened its new primary hub at John F. Kennedy International Airport (JFK), Terminal 5, or simply T5. The mostly new terminal, costing approximately $800 million, partially encircles the historic TWA Flight Center, the former Trans World Airlines terminal designed by Eero Saarinen, which remains closed. According to the plan, passengers will eventually be able to check in for flights in the landmark building, then transfer to the new structure via the original passenger departing-arrival tubes from Saarinen's original terminal and its 1969 addition by Roche-Dinkeloo.
After making a codeshare agreement with Lufthansa that went into effect in 2010, jetBlue transitioned to the Sabre reservation system used by Lufthansa, enabling the airlines to sell tickets on each other's flights, transfer luggage and passengers between the two carriers, and combine frequent flyer programs,. By making use of JetBlue's North America routes as a feeder network, the agreement put Lufthansa in a position to operate quasi-hubs in New York–JFK and Boston Logan.