LOS ANGELES, Calif. — Virgin America airline began offering flights between Los Angeles International Airport and Las Vegas today, and touted the service with a sale of tickets for as low as $39 each way.

Passengers on the inaugural flight from LAX to Las Vegas were given the red-carpet treatment upon arrival, and airline officials, including company founder Sir Richard Branson and Virgin America CEO David Cush, will host a celebration tonight at The Cosmopolitan hotel/casino on the Las Vegas Strip.

Virgin America offers three round-trip flights between LAX and Las Vegas each day. To celebrate the new service, the airline is selling one-way seats on selected flights for as low as $39.

In conjunction with the start of L.A.-Vegas service, Virgin America also announced the start of its “seat-to-seat” delivery service on all of its flights. The service allows passengers to use the airline’s in-flight drink and food ordering system to send cocktails or snacks as gifts to another passenger, using the system’s digital seat map, then use the system’s chat service to strike up a conversation.