On a sunny, wind-swept December morning, Virgin America kicked off a day of festivities along the otherwise unfestive runways of Dallas Fort Worth Airport. Four longhorn cattle lolled in a pen while dignitaries such as Dallas Mayor Tom Leppert lunched on pulled pork and ribs, and lasso artists twirled rope. The main attraction was the host, 60-year-old Sir Richard Branson, billionaire bon vivant and founder of the Virgin Group. While he was at the center of the celebration, he was also making an incursion into enemy territory. Read the full feature story on Businessweek.com.