Frontier files for Chapter 11 bankruptcy, plans to keep flying
Rocky Mountain News
Published April 11, 2008 at 12:24 a.m.
Updated April 11, 2008 at 9:07 p.m.
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Photo by Dennis Schroeder
A marketing sign awaits passengers in front of the Frontier Airlines ticket counter at DIA today.
Photo by Dennis Schroeder
Ticket agents work the Frontier Airlines ticket counter at DIA today.
- A letter from CEO Sean Menke to Frontier employees
- SLIDE SHOW: Frontier Airlines
- POLL: Will Frontier's bankruptcy make you less likely to fly the airline?
- Statement from Frontier Airlines
- VIDEO: Frontier files for bankruptcy
- Frontier CFO details the bankruptcy filing
- SPECIAL REPORT: Frontier's bankruptcy
- Frontier Airlines restructuring info
- Frontier Airlines Holdings bankruptcy filing
- Frontier Airlines website
Hometown low-cost carrier Frontier Airlines flew into Chapter 11 bankruptcy late Thursday, saying it will continue to operate while restructuring its business.
The bankruptcy filing comes despite reassurances from Frontier over the past few weeks about its operations amid wider industry turmoil that has forced three other carriers into bankruptcy.
The carrier, though, said it had to file bankruptcy after an unexpected attempt by its main credit card processor — First Data — to withhold significant proceeds from the sale of the airline’s tickets.
“I actually was surprised by this, in the sense that there did not appear to be any change in the business overnight which would have precipitated this,” industry consultant Bob Mann said. “The good thing is that it does shield the company and gives them more latitude in being able to do things gradually and carefully.”
Frontier is the second-largest carrier in Denver behind United Airlines, capturing nearly 25 percent of the market and employing 6,000 workers nationwide.
The move is not expected to impact customers, at least in the near term. Frontier will continue flying its full schedule of flights and booking reservations for future travel. It also will continue operating its frequent-flier program.
While some analysts had predicted in recent days that Frontier could be the next airline to fall, others felt its business was strong enough to avoid bankruptcy for now.
Frontier had cash of $170.4 million at the end of December, which likely was enough to carry it through at least several more quarters.
But First Data’s demands dealt a severe blow, threatening Frontier’s liquidity.
Typically, when a consumer buys a ticket well in advance of a flight using a credit card, the processor forwards the cash to the airline, which can use it as working capital. By choosing to withhold a portion of the cash, First Data cut off a key source of Frontier’s cash flow.
First Data demanded that Frontier increase its collateral by $75 million, according to bankruptcy court documents. The company also said it would retain half of the sales proceeds on credit card transactions immediately and 100 percent by May 1.
Frontier said that the First Data’s demand would have put “put severe restraints” on the company’s liquidity, which would disrupt its normal operations.
First Data said in a statement that it regretted the economic conditions that led to Frontier’s bankruptcy filing.
“We continually monitor and manage the credit risks associated with processing transactions in industries where we provide services,” First Data said. It said the agreement with Frontier wasn’t unique, and that the two companies have been in “ongoing dialogue” for several months. “(We) will continue to work with them in as constructive a manner as possible.”
The decision to file for bankruptcy protection gives Frontier “the time and legal protection necessary to obtain additional financing and enhance our liquidity,” Frontier Chief Executive Officer Sean Menke said in a news release. “Fortunately, we believe that we currently have adequate cash on hand to meet our operating needs while we take steps to further strengthen our company.
He said Frontier is prepared to litigate over the issue with First Data, if necessary.
Observers said the bankruptcy actually could be a good thing for Frontier, which some feel is struggling to find its identity in a rapidly changing airline world.
“This may be the time for Frontier to rethink what it wants to be,” said Henry Harteveldt, a travel analyst at Forrester Research in San Francisco. “Basically, it has to answer the proverbial question: ‘What do you want to be when you grow up.’”
Harteveldt said Frontier could even reassess whether to keep its Denver hub, which has become increasingly competitive with the arrival of Southwest Airlines two years ago.
Other experts, though, say it’s unlikely Frontier would move to a different hub.
“Denver is one of Frontier’s most valuable and strategic assets,” said Stuart Klaskin, an aviation consultant in Florida. “I really believe that there’s actually a good chance that they’ll emerge from bankruptcy in conjunction with another carrier that would want the foothold they have in Denver.”
Aside from a merger, Frontier also could exit bankruptcy on its own, or, in a worst-case scenario, liquidate if it couldn’t resolve its issues and ran out of cash to continue operations.
Regardless of what happens, the airline will continue flying as usual, at least in the near term.
“Frontier is committed to delivering exceptional customer service, and we intend to continue delivering on that promise with normal operations throughout our reorganization process,” Menke said. “To be clear, we filed for very different reasons than those of other recent carriers, and our customers and employees can be confident that we intend to keep on flying and providing outstanding service and products.”
Frontier passengers were calm at Denver International Airport this morning, reacting to the news that the airline had filed for Chapter 11 bankruptcy protection this morning.
In fact, one passenger saw it as an advantage.
“If they get us to Cabo and we get stuck there, I’m fine with that,” said Mark Baldwin, of Brighton.
He, his wife, Carla; and their three boys, Nick, Stanley and Lincoln are planning a week at Cabo San Lucas, the Mexican resort.
Baldwin is a loyal Frontier customer who uses the airline for all his business and vacation travel.
“I like their service and the quality of their planes,” he said. Baldwin said he has all his summer business trips lined up with Frontier and the bankruptcy announcement doesn’t concern him. He said he wouldn’t hesitate to book more Frontier trips through the fall. That makes him the ideal customer in the eyes of Frontier officials.
Frontier spokesman Steve Snyder said the company is encouraging customers to do just that, telling them the airline can emerge as a stronger company once it gets its debt restructured.
“We’re trying to push the point that they can continue to book flights through the fall and early winter” and not have to worry about being stranded anywhere, Snyder said.
Frontier Airlines at a glance
Headquarters: Denver.
Hub: Denver International Airport.
Destinations: 60 in the U.S., five in Mexico, one in Costa Rica and one in Canada.
Flights: 350 daily departures systemwide.
Fleet: 62 aircraft, including two Airbus A320, 49 Airbus A319 and 11 Airbus A318 jets. Subsidiary Lynx Aviation has 10 Bombardier Q400 propeller-driven planes.
Passengers: About 12 million annually.
Employees: About 6,000, including more than 710 pilots, more than 1,040 flight attendants and more than 300 mechanics.
Subsidiaries and partners: Subsidiary Lynx Aviation and regional partner RepublicFrontier together fly to 16 regional destinations under the Frontier name. Frontier also offers flights to 35 regional destinations under a codeshare agreement with Great Lakes Aviation.
Source: Associated Press
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April 11, 2008
1:50 a.m.
Suggest removal
windbourne writes:
Good luck Frontier. You are going to need. It is almost certain that more airlines will bankrupt as well, which is going to cause lots of issues for you. Hopefully, you do not become the Continental of the 2000s.
April 11, 2008
6:19 a.m.
Suggest removal
jacwright writes:
A Grizzly situation... Chapter 11 is a whole different animal.
April 11, 2008
6:54 a.m.
Suggest removal
cdoyle1013 writes:
Southwest is next...no way can Southwest continue selling tickets below costs (59-99 one way - yea right). Even Southwest employees have told me that Southwest is losing their financial a@* is Denver. fares have to be increased to cover costs...Heck of job, Brownie (cannot wait until Jan 20, 2009). Oil again becomes the downfall of the American economy - when will we ever learn - just a repeat of history.
April 11, 2008
6:58 a.m.
Suggest removal
cdoyle1013 writes:
Yes, Chapter 11 is a whole different animal. Frontier is not bailing by filing 13 like ATA and Aloha ..they are attempting to very smartly keep it together in this market. Hang in there Sean - good strategic financial move! Remember Lee Iaccoca and Chrysler. Frontier will make it. (BTW - his book "Where have all the leaders Gone" is a very well written book discussing the state of American affairs)
April 11, 2008
7:23 a.m.
Suggest removal
electriccf writes:
I want to thank the DIA management for their help in creating the problems with Frontier. Bringing in a 3rd airline, Southwest, giving them a great deal on landing fees, giving them the gates requested by Frontier even when Frontier requested them first. Giving the Denver public more options sure has helped.
You got in bed with United and forced Continental out of Denver. Now your going to push out Frontier.
April 11, 2008
7:27 a.m.
Suggest removal
glowrock writes:
Frontier's Chapter 11 filing had little to do with Southwest or United, electriccf. It had almost everything to do with a few specific creditors, and it will definitely get worked out in the mid to long-term.
Let's face it, though. The entire airline industry is hurting terribly right now, because they can't pass on higher fares to cash-strapped consumers, all the while their jet fuel costs keep skyrocketing. It's an unfeasible business model at this time, it really is.
My feeling is that airfares will NEED to rise by 20-30 percent on average to make the airlines even remotely profitable. Of course, I'm not sure those types of increases are even feasible in the current economy, meaning a heck of a lot more airlines are going to fold in the near future.
April 11, 2008
7:39 a.m.
Suggest removal
NeilC writes:
Excellent post by cdoyle1013 in which he says "Oil again becomes the downfall of the American economy".
It's disgraceful that Congress has the audacity to refuse to set appropriate fuel economy targets for the auto industry. And almost hysterically, many members of Congress, with their approval ratings of 18%, blame the President, who has an approval rating 8% higher, at 26%.
Human 'pigs' don't deserve to live in America.
April 11, 2008
7:44 a.m.
Suggest removal
Ottis writes:
Who is the credit card processor? Denver-based First Data? That would be interesting.
April 11, 2008
8:06 a.m.
Suggest removal
bluffan writes:
This company started going downhill years ago -- when former baggage handler Jeff Potter became the CEO. I was an enthusiastic frequent flyer on the airline --- and double credit card customer -- who really wanted to support the local upstart against United, which was headed for backruptcy not only because of 9-11, but also because its pompous employees were both overpaid and offered some of the worst customer service in the business.
But over time, I found it all but impossible to obtain frequent flier tickets on Frontier after Potter took over. Customer service, too, seemed to get worse and worse and the number of flights grew.
To be sure, the recent arrival of Southwest at DIA and revival of United took a big bite out of Frontier. But just look at the kind of service you get from Southwest, for example. Their people are friendly, their prices are competitive (although rarely cheaper than the other guys) and they're innovative in figuring out how to get people through the airport quickly. Frontier, on the other hand, seemed like it was full of disgruntled former United workers. Customer service -- both in person and over the phone -- is downright awful, and the lines at the ticket counters are typically long and slow.
My only frustration with losing Frontier is that there will be less competition and higher prices for those flying inand out of Denver.
April 11, 2008
8:13 a.m.
Suggest removal
glowrock writes:
Southwest? Friendly people? Are you serious? All Southwest does is herd people like cattle into planes with no assigned seating, so essentially anyone who doesn't check in very early ends up getting stuck in the middle seat...
They may be good at getting people on and off the planes, but honestly, every airlines I've flown in the last year or so has been quite good at that. I've flown Southwest, United, Frontier, Continental, Northwest, and American in the last year, and all have actually been fairly decent overall.
Long and slow lines at ticket counters? I have a solution to that, just use the curbside check-in! :)
April 11, 2008
8:19 a.m.
Suggest removal
jacwright writes:
In answer to Ottis's question, I believe that the culprit is not the credit card processor but rather the credit card company itself (Juniper - which largely owned by Barclays Bank of England) who is likely being caught up in this still unfolding financial debacle. They probably want to hold onto more money longer to cover themselves. Frontier found themselves vulnerable to a change in Juniper's operating terms.
April 11, 2008
8:42 a.m.
Suggest removal
DenverCitizen writes:
In a letter to employees, Sean Menke named the credit card processor as First Data, which is based in Greenwood Village.
April 11, 2008
9:08 a.m.
Suggest removal
zivo24 writes:
You have a choice when you fly!
Support Frontier!
I travel frequently and also work in the travel industry, and Frontier is, BY FAR, the most customer friendly airline around..and I saw that from a perspective of someone who travels on them and someone who had worked with them on contracts, customer service issues, etc.
Remember, this is the airline that flew planes into places like Merida, Mexico a couple years ago to fly people who were stranded in Cancun from a hurricane home...even if they didn't fly down there on Frontier.
A friend of mine who works for Frontier told me a story that happened to her a couple years ago.
She was flying to visit her daughter for Thanksgiving and got to her gate to find the CEO of the company working the counter..checking passengers in. She had heard that it wasn't uncommon for the upper management to do this so more employees could take time off during holidays, when airline employees are usually stuck working.
This is the kind of business that we need support - a company that cares about it's employees and the people in the communities it does business in.
Support Frontier!
April 11, 2008
9:12 a.m.
Suggest removal
ashlandbus writes:
Denver Citizen, i will wait until i see that letter to determine if that is, in fact, true. i am not sure first data has an interest or the power to hold funds. that, to me, doesnt seem like the business it is in. rather, it would be the creditor making that decision. who knows? i am sure we will find out soon enough, especially if it is first data.
April 11, 2008
9:16 a.m.
Suggest removal
Road_King writes:
I think it's ludicrous that a story of this import is not available in the print edition of the Rocky Mountain News.
April 11, 2008
9:22 a.m.
Suggest removal
ashlandbus writes:
Nevermind Denver Citizen, I just read the aticle on Bloomberg. It was First Data.
April 11, 2008
9:23 a.m.
Suggest removal
FidMilawesi writes:
Frontier is yet one more "canary in the mine" of a suffocating airline industry. The problems began with deregulation and the problems will not end until re-regulation occurs. Air travel is a public policy issue and until the federal government steps up and steps in, providing fair ticket prices, fair wages, routes that best serve the flying public and decent return to shareholders, you can expect the bleeding and bleating to continue. But no-one ever mentions regulation; in these times, it's cultural heresy to believe that the free market will not solve all.
April 11, 2008
9:25 a.m.
Suggest removal
soqrbrad writes:
It happens to the best of them, and everyone thought it was just United mismanaging their money...
April 11, 2008
9:34 a.m.
Suggest removal
Chadley25 writes:
The credit card processor is indeed First Data, who demanded that Frontier increase its liquidity by $75 million, then told them that, as of April 11, they would begin holding back HALF of the proceeds from advance ticket sales (I presume they would release those funds once the flight occurred). But if a person bought a $200 ticket four months in advance, $100 of that would be withheld for those four months. Screw that, I say Frontier did the right thing and the smart thing, and they'd certainly justified in pursuing legal action against First Data, based on what I've read.
I support Frontier and I think they will emerge from this reorganization as a stronger airline. My biggest hope is that people will take the time to read beyond the sensational "OMG! BANKRUPTCY!" headlines to understand the reasoning and the implications. It doesn't seem that any operations will be impacted whatsoever.
I'm not sure why people like to dogpile on Southwest. They're not the bad guys here. I've personally never flown Southwest, but them having a presence at DIA isn't at all what caused this chapter 11 filing. As of the end 2007, Frontier had cash on hand of $170 million, so they weren't doing too badly.
Whenever my flight schedule permits, if there's a choice, I go with Frontier.
April 11, 2008
9:38 a.m.
Suggest removal
hank_buzzsaw writes:
i blame george bush and the jihad warriors
April 11, 2008
10:07 a.m.
Suggest removal
tjason11 writes:
The problems did not arise with the deregulation of the industry. The problems arose when the consumer decided that they were not going to pay $500 to $600 for a round trip ticket. This drove down ticket prices and created competition, which has benefitted everyone.
With regards to Southwest, they are the smartest airline of them all because they continue to hedge their fuel costs which has kept them in the black. All of the other "major" airlines decided this year that they felt fuel prices were going to drop so the decreased their hedge size which has now hurt them.
I do support Frontier, and I think it's a shame what has happened to them but keep in mind this is not like the United, Northwest, and Delta Chapter 11 filings. They will come out of this.
And finally with regards to NeilC's post, if you don't like what's going on then vote to change it, or leave.
April 11, 2008
10:39 a.m.
Suggest removal
Ztliano writes:
Denver is too small of a city to support it's own home-based airline.
I'll definitely not fly Frontier, cuz I don't want my flight being cancelled when I'm trying to get home. That'll mean i'll miss work, (which has no benefits), so I'll miss out on pay, so i'll miss out on rent, so i'll have to prostitute myself to make ends meet. No way josé, i'm not flying Frontier.
April 11, 2008
10:42 a.m.
Suggest removal
HankRearden writes:
I was a Premier Executive (2nd highest level) on United for years, traveling an average of 90 segments per year, always on the higher priced last minute ticket. My travel dropped off for a year or so and I had the audacity to complain about needing to talk to India for customer service. United responded by revoking my frequent flyer status and kicking me to the curb. I am now a nearly weekly flyer again and I fly Frontier period. I'm certain they will come out of this. Their employees seem to actually care. Maybe this is wishful thinking, but I would rather drive to Salt Lake City rather than fly on United.
April 11, 2008
11:06 a.m.
Suggest removal
anya writes:
I have had very good experiences flying Frontier. I hope they can keep it all together. Good Luck to this company.
That said, my word, isn't the United States in a mess right now: Housing in the dumper, banks failing, airlines failing, unemployment up, the dollar weak, inflation starting to go out of control, our brave soldiers being killed in another pointless over-seas morass, and a raging idiot in the Whitehouse fencing with a moronic congress instead of searching for rational objective solutions. Sigh.
April 11, 2008
11:09 a.m.
Suggest removal
Pastmaster writes:
My wife and I flew Frontier exclusively from Tampa to Denver. That is until the company abandoned a convenient schedule. Now, we would have to arrive at the airport around 4:00am. The return flight would not arrive until after midnight. Our next flight will be on United (or should it be "Untied"?)
April 11, 2008
11:12 a.m.
Suggest removal
DC930 writes:
As a 30 year plus industry veteran, I think this was a very smart business decision by Frontier. Bottom line is that First Data put a gun to Menke's head demanding a $79 million increase in collateral and 100% holdback on future untraveled ticket sales, cutting the airline's revenue stream by more than half. Though F9 was in a fairly decent cash position for a relatively small carrier - it would have been impossible with the current price of Jet A to operate "normally" based upon First Data's demands. Frontier is a great carrier - and will be better positioned to move forward in a very difficult industry. Now, more than ever, I'll fly our HOMETOWN airline.
April 11, 2008
11:23 a.m.
Suggest removal
TheDenverB writes:
road king, you clearly haven't pickd up the paper today.
April 11, 2008
noon
Suggest removal
Ottis writes:
I have little respect for First Data. That was true before this, and is more true now. I'd like to know what First Data's rationale was ... they run their company devoid of common sense, basing everything on hitting "the numbers" even if there is no long-term logic. This issue sounds like more of the same. Way to go, First Data. You already make money as a parasite ... now you want to kill one of your hosts?
April 11, 2008
12:34 p.m.
Suggest removal
not2serious writes:
I guess it is time to start watching inflight movies, buying drinks and snacks, and paying cash for everything. Wait, they don't accept cash anymore, only credit cards. Hmm, kind of fishy. Oh well, I hope a giant anvil falls from the sky onto First Data Headquarters.
Go Frontier!
April 11, 2008
1:19 p.m.
Suggest removal
danirobi writes:
The situation with Frontier is no the oil companies fault. This country has not built an oil refinary in over 30 years! Many U.S. oil companies left because of the strain the gov't ie. environmentalist put on them to have 40 different blends of fuel. Also, in the 90's many of our oil wells were capped. Once an well is capped, yeah you can't drill again. Oh yeah and we're not allowed to drill in ANWAR.
The economy is struggling people people are not saving their money and using credit cards as the way out. People who should be qualifiing for homes are. We need tax cuts to help with the siutation.
I know Frontier will survive. They're a great airline, but maybe us citizens should start holding our representatives on Capitol Hill to their word. They obviously are only in it for themselves.
April 11, 2008
1:34 p.m.
Suggest removal
Alexandra writes:
Here is my question--Why does this credit card company get to do this? I am appalled at the corrupt and horrible practices credit card companies are getting away with these days, so why aren't we asking this question? How do they get to change the rules in the middle of the game? I don't know all the details, but it seems like they just said-"Sorry we aren't giving you the money customers paid for a flight on your airline AND we want more fees".
Is this really the economic time to be messing with an airline and its cash flow?
Where is the outrage at FirstData? Southwest vs Frontier-the competition goes forever, but WHY does this credit card company get to do this? This is what I would like to know.
Alex
April 11, 2008
1:46 p.m.
Suggest removal
AC writes:
I have always had good experiences on Frontier and will choose it for several upcoming trips. I wish them the best in reorganizing.
April 11, 2008
2:45 p.m.
Suggest removal
Critter writes:
Frontier is my airline of choice. We have flown on Delta and US Airways recently and there is no comparison for me. I support them in their efforts to reorganize and will continue to fly with them.
April 11, 2008
3:02 p.m.
Suggest removal
farsidefan writes:
My first flight was on a Frontier Convair 580 to Durango in 1967. I fly with them whenever I can.
They were then and still are a terrific airline. Boo First Data !
April 11, 2008
3:05 p.m.
Suggest removal
monkiesmama writes:
In regards to Ztliano, it doesn't matter right now who you book a flight on, it stands a chance of being cancelled. Look at American and all of their stranded passengers. Frontier will reorganize their debt and make it beneficial to them, and hopefully Sean Menke can clean up a lot of messes left by Jeff Potter. Frontier has a great employee base and well known customer service. Southwest has managed to skate around, for the most part, the rising cost of fuel. However, the majority of their hedging is coming to an end and they've already started to feel the pinch. Frontier will emerge from this stronger than they have been in a long time since Menke actually knows how an airline should work.
April 11, 2008
4:22 p.m.
Suggest removal
cdoyle1013 writes:
from MSNBC - we did not learn our lessons from the last Oil problem of the late 70's...why are we throwing money at rebuilding Iraq while they harbor the oil profits...see previous newswires.
updated 1:02 p.m. MT, Fri., April. 11, 2008
DALLAS - Southwest Airlines Co. says its 2008 fuel bill will rise more than $500 million — nearly equal to its entire profit last year.
In a regulatory filing Thursday, Southwest comments echoed recent similar forecasts of higher fuel costs from American Airlines and Continental Airlines Inc. and underscored the industry's vulnerability to rising oil prices.
Dallas-based Southwest spent $2.54 billion on fuel last year, so the forecast of a $500 million increase would push the airline's 2008 fuel bill over $3 billion.
Story continues below ↓
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The company said it would try to offset fuel costs by raising more revenue and controlling other costs.
For several years, Southwest has benefited from fuel hedging. Southwest has paid upfront for the right to buy fuel at certain prices. When fuel prices began rising earlier this decade, Southwest was able to lock in below-market prices for most of its fuel.
While still less than what rivals pay, Southwest's average fuel price has risen from 72 cents per gallon in 2003 to $1.70 per gallon last year.
Southwest has hedged 70 percent of its 2008 fuel needs at the equivalent of $51 per barrel for crude oil — less than half the current price of oil.
American, a unit of Fort Worth-based AMR Corp., said recently it expects to spend $9.3 billion for fuel this year, up from $6.7 billion last year.
Houston-based Continental said last month it expects its fuel bill to rise $1.5 billion in 2008. Chief financial officer Jeff Misner said the airline couldn't raise fares quickly enough to cover the cost of fuel.
United Airlines said it faced a $1.2 billion increase for fuel this year, and Delta Air Lines Inc. said it expected to pay $900 million more. Northwest was budgeting for $800 million more.
Fuel is typically an airline's second-leading cost, after labor. Airlines are trying to offset surging fuel prices by reducing flights, trying to raise fares, and adding new charges, like fees to check a second bag.
April 11, 2008
4:28 p.m.
Suggest removal
musicman80 writes:
I blame everyone... charging up for Starbuck's, PF Changs, Jamba Juice, American Eagle, Dillards, Nordstrom, the new car, the new house you don't really need. It's all good, we're all going to pay for it anyway. So merry we go... be encouraged!
April 11, 2008
4:59 p.m.
Suggest removal
DC930 writes:
Go Sean - you absolutely did the right thing for loyal Frontier customers and your wonderful professional employees.
As for First Data - F9 pays YOU to process credit card sales - that's it - bottom line - no more, no less - so where do you get off witholding F9's revenue??? I guess First Data can put any company out of business if you so wish........shame on YOU !!!!
GO FRONTIER - AN ABSOLUTELY GREAT AIRLINE !!!!!
AND, FIRST DATA - PLEASE MOVE TO ANOTHER STATE !!!!!!
April 12, 2008
9:39 a.m.
Suggest removal
InNebraska writes:
Hey Denver and all our neighbors on the front range... Please save Frontier from the vultures. If you as a community only buy Frontier (consumerism is our only power in this capitalist society) service for your air transport needs, you could insulate them from the inevitable predatory financi I attacks UAL and SWA will start launching.
We let it happen to Continental, let's not allow it happen to our Frontier. They provide a unique service and brand that us "High Plainers" identify with and take "regional" pride in.
I speak as a Braniff International veteran, who watched AAL intentionally dilute and deplete Braniff's cash to its death.