Southwest Business Corporation history

In 1977, the airline put into effect its plan to offer service from Corpus Christi, Lubbock, Midland/Odessa, El Paso, and Austin.

In late December 1979, earlier opponents of Southwest's continuing use of Love Field won a partial victory in Congress.

In September 1981, President Howard Putnam resigned to become the head of Braniff International Airlines, and was succeeded as president and chief executive officer by Chairman Kelleher, who brought his flamboyant personal style to the job of running the airline.

The airline's steady growth continued in 1983, as it added customers, flights, and airplanes.

In July 1984, the company implemented limited cost-cutting measures, paring back unprofitable flights and limiting hiring.

During the summer of 1986, the airline stepped up the hoopla surrounding its low fares, making "fun" its new corporate byword and implementing a "fun" uniform of golf shirts, surfer shorts, and tennis shoes, along with in-flight games and giveaways.

In addition, the airline was fined $402,000 by the Federal Aviation Authority in 1987.

Relying on conservative financial management, the company was able to avoid the pitfalls of debt that crippled many other carriers in the early 1990s, and despite suffering a loss in its fourth quarter, turned an overall profit in 1990.

By 1992, the company's concerted push into the California market had begun to become profitable, and Southwest became the second largest carrier in the state.

In 1993, when Southwest was expanding to the East Coast via Baltimore/Washington International Airport, Southwest was the only major carrier to take home a profit.

1994: Morris Air and Arizona One are acquired.

In 1995, the company reached $2.8 billion in operating revenues.

Southwest commemorated its 1996 silver anniversary with a special plane called Silver One.

For the 25th consecutive year, the carrier posted a profit--$317.7 million--in 1997.

The question of who would follow Southwest's inimitable leader and spokesman, Herb Kelleher, was resolved in June 2001.

Jim Parker retired as CEO in 2004 following contentious contract negotiations with the flight attendants' and mechanics' unions.