The New York Times wrote in 1971 that Southwest Airlines President Lamar Muse, "says frankly-and repeatedly-that Southwest Airlines has been developed from its inception around the ideas that have proven to be successful for Pacific Southwest Airlines." "We don't mind being copycats of an operation like that," referring to a visit he and other Southwest executives made to PSA as they assembled their operating plans. A committee including the same person who had selected hostesses for Hugh Hefner's Playboy jet selected the first flight attendants, females described as long-legged dancers, majorettes and cheerleaders with "unique personalities." Southwest Airlines and Herb Kelleher dressed them in hotpants and go-go boots. Early flights used the same "Long Legs And Short Nights" theme for stewardesses on board typical Southwest Airlines flights. Southwest Airlines founder Herb Kelleher studied California-based Pacific Southwest Airlines (PSA) and used many of PSA's ideas to form the corporate culture at Southwest. The Official Airline Guide for October 15, 1972, lists 61 flights a week each way between Dallas Love and Houston Hobby, 23 flights a week each way between Dallas Love and San Antonio and 16 flights a week each way between San Antonio and Houston Hobby no flights operated on Saturdays.
Service between Houston Hobby Airport and Dallas Love Field and between Houston Hobby and San Antonio began on November 14, 1971.
Southwest began scheduled passenger service on June 18, 1971, on two routes: between Dallas Love Field and Houston Intercontinental Airport and between Dallas Love Field and San Antonio with three Boeing 737-200s. changed its name to Southwest Airlines Co. Supreme Court declined to review the case without comment, vindicating Kelleher's opinion on the limits of federal market regulation. The Texas decision became final on December 7, 1970, when the U.S. Air Southwest prevailed in 1970 when the Texas Supreme Court upheld Air Southwest's right to fly within Texas. Three airlines ( Braniff, Trans-Texas Airways and Continental Airlines) started legal action that took three years to resolve. Kelleher asserted that by staying within Texas, price controls and market regulations imposed by the federal Civil Aeronautics Board would not apply, and the airline could undercut competitors' prices. by Lamar Muse, Rollin King and Herb Kelleher to fly within the state of Texas. Southwest Airlines began with the March 15, 1967, incorporation of Air Southwest Co. Despite these obstacles, Southwest has built a history of innovative business practices, and has grown to be one of the largest airlines in the United States and one of the largest low-cost carriers worldwide.Įarly history Boeing 737-200 in original livery in 1975 Boeing 727-200 at Phoenix Sky Harbor International Airport in 1984 Boeing 737-500 at Amarillo in 1994 Boeing 737-700 at McCarran International Airport, Las Vegas in 2008 Founded in 1967 to serve destinations in Texas, Southwest Airlines was initially prevented from operating, and saw long-haul flights from its original Dallas Love Field hub restricted by federal law for several decades.
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