United Airlines will try direct flights from Los Angeles International Airport to Jackson Hole this winter, Jackson Hole Airport officials announced Friday.

The direct flight is partly an attempt to generate more West Coast travel to the Jackson Hole area.

The airport already has regular service from major East Coast cities like Atlanta.

“We’re kind of East Coast-centered right now and this will provide some service from the West Coast, as well,” airport director Ray Bishop said. “It’s kind of a test of concept to see if it works.”

Bishop said United will likely fly weekly nonstop flights on 130-seat Airbus aircraft from Los Angeles every Saturday starting Dec. 15. United Airlines and Jackson Hole Airport are still negotiating the details of the new service.

This isn’t the first time an airline has tried to start service from Los Angeles to Jackson, but Bishop said conditions should be more favorable this time.

“The market has grown quite a bit,” he said, “so they are going to come in and try it again.”

He said advertising will be the key to making the idea a success.

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