The inhabitants of Vrndavana said, “By the will of the supreme authority and according to the results of our own work, we may take our birth anywhere. It doesn’t matter where we are born, but our only prayer is that we may simply be engaged in Krsna consciousness.” A pure devotee of Lord Krsna never desires to be promoted to the heavenly planets, or even to Vaikuntha or Goloka Vrndavana, because he has no desire for his own personal satisfaction. A pure devotee regards heaven and hell to be on an equal level. Without Krsna, heaven is hell; and with Krsna, hell is heaven.
From Srila Prabhupada’s Krsna Book, ch 47: Delivery of the Message of Krsna to the Gopis