Space tourism depends on client buzz

More than 60,000 people have registered to fly with Virgin Galactic since 2004, but only about 200 have paid full or partial deposits totaling about $16.4 million, according to the company. That money is refundable if flights, which would have six passengers and two crew, never take off.

Its competitor, Virginia-based Space Adventures, which brokered three tourist flights to the international space station, has more than 200 reservations, but only $3 million in escrow. Oklahoma-based Rocketplane Kistler declined to disclose sales figures.

Which company emerges as the space tourism leader likely will hinge on its safety record — as well as the personalities a company flies into the final frontier who return with gushing tales of seeing Earth from above.

Space tourism experts say they aren't surprised by Virgin Galactic's strategy given Branson's marketing savvy. Though the company says it respects its clients' privacy, it trumps a celebrity founder roster that includes former "Dallas" actress Victoria Principal, designer Philippe Starck and "Superman Returns" director Bryan Singer. (Singer featured a Virgin Galactic spaceship in his movie after contacting Branson about the company.)

"They're very sophisticated about branding, name recognition and all those emotional connections," said John Spencer, founder of the Los Angeles-based nonprofit Space Tourism Society.

The company is picky about who gets the first rides, said Virgin Galactic executive Stephen Attenborough, who oversees relations with space tourists. Founders are "our greatest ambassadors. Without them, we have no business," he said.

Candidates are carefully screened for geographic and occupational diversity. Rejects can apply to be "pioneers" or "voyagers" — those who fly next. Unlike founders, who pay $200,000 upfront, pioneers and voyagers just put down an initial deposit.

Eighty founders have enrolled; the remaining 20 slots will be filled by invitation. Once in the founders' club, members enjoy special perks including access to a password-protected Web site where they can contact other passengers. They also become automatic gold card members of Branson's Virgin Atlantic airline and get invited to events where they are treated like rock stars.

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