Summary Southwest Airlines celebrated its 30th birthday in 2001 in various ways, the biggest being a new color scheme with the addition of Canyon Blue. The airline also offered $30 one-way tickets to 30 destinations. Southwest held various gate area festivities and special travel packages in Las Vegas and California.
Southwest Airlines began operations in 1971. From the start, the airline has employed a unique business strategy that revolutionized air travel. Southwest focuses on providing affordable and accessible options for passengers with a fleet of just one aircraft type: Boeing 737s.
At the time of its 30th birthday in 2001, Southwest was the fourth-largest domestic carrier in terms of passengers. The airline devised various means to commemorate its birthday and success and reward passengers for their three decades of support. TIP: Read here to learn about the “Southwest Effect.
” Some of the chosen celebrations, such as major ticket discounts and employing a new color scheme, were huge. Others involved contests, games and prizes for passengers, and a birthday cake. New decade, new color scheme When Southwest first began flying in 1971, the airline wanted its look to reflect its origins in the southwest US.
The chosen color scheme—desert gold, warm red, and orange—quickly became one of the most recognizable domestic airline liveries. For its 30th birthday, Southwest decided to update its color scheme to reflect the airline’s new era. According to Herb Kelleher, Southwest’s chairman, president, and CEO at the time, the new colors would: “.
..launch Southwest Airlines into the next Millennium, bright with promise and brimming with opportunity.
..” The new color scheme was inspired by a canyon sunrise and added Canyon Blue to the traditional warm red and orange.
The new hue was hoped to represent Southwest’s maturity as an airline. Despite this major change, Southwest maintained its aircraft’s red bellies. In addition to the fresh exteriors, Southwest also updated the interiors of its Boeing 737s.
The aircraft’s seats were replaced with all-leather featuring Saddle Tan and the new Canyon Blue. The airline also added brushed aluminum surfaces and deep blue carpet. From glittering in gold to adopting canyon blue, Southwest's livery has undergone a "brilliant shock".
Gifts for customers In addition to providing its customers with a fresh, new air travel experience, Southwest also bestowed several gifts. In June 2001, the airline announced it would celebrate its 30th birthday by offering $30 one-way tickets to 30 destinations. According to Southwest , passengers were also offered deals on rental cars and hotels in any of the destinations, with rates as low as $30 per day.
Among others, these destinations included: Salt Lake City (SLC) Las Vegas (LAS) San Antonio (SAT) Los Angeles (LAX) Seattle (SEA) Detroit (DTW) St. Louis (STL) Ft. Lauderdale (FLL) Orlando (MCO) Houston (HOU) Southwest also brought its birthday celebrations inside the terminals, decorating its gate areas and playing games with prizes for passengers at gates before flights.
Joyce Rogge, Southwest's vice president of marketing at the time, explained the airline’s excitement at creating these festivities. "We get the biggest kick out of sharing our birthday with our Customers." The carrier is offering one lucky winner 1 million frequent flyer miles in a special sweepstake as it reaches one million Instagram followers.
Celebrating in Las Vegas Southwest also offered special travel packages for passengers looking to celebrate the airline’s birthday in Las Vegas. From June 25 to August 31, the airline provided deals on flights to LAS from several western US cities, per Southwest . The airline also offered deals for passengers once they reached their destination.
For example, customers could save $30 per person on a special birthday vacation package for a stay at one of the six MGM Resort properties in Las Vegas. Celebrating in California To honor California’s large role in Southwest’s routes, the airline offered special deals for passengers in several of the state’s major cities. According to the airline’s press release in May 2001, passengers departing from Phoenix, Las Vegas, Reno/Tahoe, Albuquerque, El Paso, Salt Lake City, Seattle, and Portland, Oregon could take advantage of savings on flights to any of the eight California cities served by Southwest.
Additionally, Southwest partnered with several of California’s most popular attractions, including Disneyland, to provide special deals for its passengers. The airline offered day passes to several key attractions for just $30. Birthday cake and 10 years in Sacramento California’s importance to Southwest’s success was further highlighted by the airline’s birthday celebrations in Sacramento.
While commemorating its 30th year of operations, Southwest also celebrated 10 years of service from Sacramento International Airport (SAC). According to Southwest , the relationship between it and Sacramento has been mutual. In 2001, the average one-way fare from SAC had dropped nearly 14% since Southwest began service there.
At the time of the airline’s 30th birthday, the average Southwest one-way fare from SAC was $68, compared to $111 on other airlines. Due to its low prices, Southwest’s passenger counts from Sacramento increased by 280% in its first ten years of operation. In June 2001, it carried more passengers in and out of SAC than all other airlines combined.
As part of the birthday celebrations in California’s capital, Southwest hosted a cake-decorating contest with local children’s foundations. An official cake, designed to look like a Southwest jet in the new color scheme, was lit with giant birthday candles and carried to one of the airline’s newly painted 737s. A Southwest representative, dressed in the traditional 1970s uniform, ran up the plane’s air stairs to feed the pilot the first slice.
The celebrations continued even after the cake had been devoured. Southwest customers at SAC were invited to play “pin the tail on the airplane” as they checked in for their flights..
