The inevitable finally happened. Alaska Airlines, which acquired Virgin America for $2.6 billion in April 2016, announced it will retire the Virgin America brand in 2019.

That means Virgin America will cease to exist.

The Alaska logo and name will be used exclusively, but there may be some remnants of Virgin America that might hang around: “However, the combined airline will adopt many of the brand elements that Virgin America enthusiasts love about their favorite airline, including enhanced in-flight entertainment, mood lighting, music and the relentless desire to make flying a different experience for guests. The goal is to create a warm and welcoming West Coast-inspired vibe,” a press release said.

Meanwhile, Alaska Airlines is in serious expansion mode since the merger, adding 21 new markets with 25 new daily departures out of San Francisco (SFO), San Diego (SAN), Los Angeles (LAX) and San Jose (SJC). It’s the company’s largest addition of routes in its history.

Virgin America founder Richard Branson remains somewhat wistful: “This was the ride and love of a lifetime,” he wrote online. “I feel very lucky to have been on it with all of you. I’m told some people at Virgin America are calling today ‘the day the music died.’ It is a sad (and some would say baffling) day. But I’d like to assure them that the music never dies.”