Texas International's Peanuts Fares and the Rise of Frank Lorenzo

Houston-based Texas International Airlines began in 1944 as Aviation Enterprises and in 1947 with a fleet of surplus Douglas DC-3s, renamed itself Trans-Texas Airways. As Trans-Texas grew as a local service carrier (what we would today call a regional airline only without the affiliation to a major airline like today), Trans-Texas expanded services beyond the state as it added Convair 240 piston twins. The Convairs were later re-engined with Rolls Royce Dart turboprops to become Convair 600s. By the start of the Sixties, the airline flew as far west as Albuquerque and El Paso and Memphis, Jackson, and New Orleans in the east. To maintain its competitive edge with the other Texas-based airline of the day, Braniff International, Trans-Texas added the Douglas DC-9 Series 10 to its fleet starting in 1967. Route expansion continued steadily and with the addition of a small handful of destinations in northern Mexico, the airline re-branded as Texas International in 1970, later unveiling a patriotic Lone Star livery in 1973 prior to the opening of the new DFW Airport. Unfortunately, Texas International's upgrades to jet equipment had saddled the airline with quite a bit of debt, not unlike what had happened to Mohawk Airlines just a few years earlier. Through the 1960s, Texas International and its larger rival Dallas-based Braniff International had more or less comfortably existed in a duopoly in the Texas airline market. That secure operating climate was upended in 1971 with the arrival of Southwest Airlines. Texas International had joined Braniff in the legal battle to quash the nascent upstart and lost, putting Texas International in the new position of having to compete to a degree it had not had to in its history. Combined with its mounting debts from the expansion in the 1960s and the upgrade to a jet fleet, the Houston-based operation was in need of help. 

Trans-Texas Airways (TTa) Convair 600 at Dallas Love Field

I had posted previously how in a similar financial situation, New York-based Mohawk Airlines had turned to the services of a small consulting firm called Jet Capital that was headed by a young and quite brash individual named Frank Lorenzo. Lorenzo and his primary business partner, Bob Carney, a fellow Harvard Business School classmate, had become a bit of an upstart darling on Wall Street for their financial wizardry in creating Jet Capital. In their stock offering, Lorenzo and Carney sold shares to the public at 10 cents each, but before the IPO for Jet Capital, they sold shares to friends at $3.50 each but more importantly, they sold shares to each other for 12 cents each. Investing only $44,000 of their money, the Jet Capital IPO netted them $1.5 million yet they controlled 75% of Jet Capital's shares. It was that seed money that Lorenzo used in his failed bid to takeover Mohawk Airlines. At the time of his Mohawk venture, Lorenzo had made friends with Don Burr, a mutual fund manager that had made a name for himself on Wall Street with some very astute aviation stock picks. With his clout as a mutual fund manager that held shares in Texas International, Burr convinced the airline to engage the consulting services of Jet Capital to effect a turnaround. Lorenzo arranged to have the airline's debt refinanced with Burr offering the injection of $5 million from his mutual fund. The result, of course, like their proposed Mohawk deal, was to take control of the airline, and like the Mohawk board several years earlier, the Texas International board was suspicious of Lorenzo and they might have scrapped the deal had it not been for two individuals that entered the ring to try to acquire Texas International themselves- Howard Hughes and Herb Kelleher. 

Ever since Hughes relinquished control of TWA in the late 1960s, he had been craving to get back into the airline business and got that chance with his acquisition of the local service carrier AirWest in 1970, immediately rebranding the airline has Hughes Airwest. But Hughes wanted something on the scope of TWA and his new airline only gave him the West Coast. Acquiring Texas International would get him 2/3 of the way across the country on his goal of recreating a transcontinental airline. For Herb Kelleher, getting Texas International would not only knock out a competitor who only recently tried to put Southwest out of business through legal action, it would also give Southwest the operating certificate of Texas International which permitted flights beyond the states of Texas, something Southwest wasn't able to do at the time. Faced with someone known to be eccentric and someone who they felt was bent on revenge for their failed bid to quash Southwest, the Texas International board sold the airline to Lorenzo in 1972. Like his structuring of Jet Capital, even though he controlled only 24% of the shares in Texas International, Lorenzo structured the deal to give him majority voting control of the airline. At only 32 years of age, Frank Lorenzo became the youngest airline chief since Juan Trippe at Pan Am. And he did it by defeating Herb Kelleher *and* Howard Hughes. Who wouldn't be on top of the world in those shoes?

Frank Lorenzo at the time he took control of Texas International

Don Burr left Wall Street in 1973 to work with Lorenzo in Houston running Texas International. At the time Southwest was adding its fifth and sixth Boeing 737-200 to its nascent fleet and even though Texas International had routes outside of the state of Texas, it was beginning to lose market share within Texas to Herb Kelleher's operation. It was at Texas International that Lorenzo began to earn his reputation as a union-buster- in order to better compete against Southwest, Lorenzo began making deep cuts in labor costs that sowed discord among the employees at Texas International. With labor contracts up for negotiation, the atmosphere became contentious at Texas International. In a pattern that set Lorenzo's pattern for negotiations with both unions and investors, he would often add or change at the last minute agreed-upon terms for the contract. This angered the unions at Texas International and they struck, the very first strike in the history of the small airline. The airline was grounded for four months, but back then in the days before deregulation, there was a mutual aid pact in place where other airlines gave financial support to airlines that were grounded by labor actions. As a result (and much to the other airline's chagrin who felt Lorenzo could have prevented the strike), Texas International got millions under the pact and the strike eventually ended. 

Texas International Douglas DC-9 Series 30, the airline's largest aircraft

Having got his labor concessions the way he wanted, Lorenzo could now turn his attention to competing with Southwest. At the time, Southwest operated within the "Texas Triangle" of Dallas, Houston, and San Antonio, the state's three largest cities. Kelleher had engaged the services of a seasoned airline executive, Lamar Muse, to guide Southwest's growth. Muse picked the agricultural town of Harlingen in the Rio Grande Valley as Southwest's next destination. The city was ripe for the picking- being at least a seven hour drive from the nearest large city, Harlingen was dependent upon air services from Texas International and the four month strike at the airline had hurt the city economically. Muse had also astutely noted that Harlingen was a short drive from South Padre Island which was at the cusp of starting its tourist boom as a Gulf Coast beach destination. While Texas International would have charged a one way fare of $40 for Harlingen, Southwest charged only $25 and traffic soon boomed with thousands of passengers filling Southwest flights whereas the year prior, Texas International would have only had a few hundred a month. Before long, residents from northern Mexico were crossing the border to also take Southwest flights. Texas International tried various approaches, but it was painfully clear to Lorenzo that he wasn't able to compete head-to-head with Southwest. 

In the days before deregulation, airline fares were set by the Civil Aeronautics Board (CAB) in Washington. Any airline that operated beyond a single state was an interstate carrier and would fall under CAB regulation as was the case with Texas International. Southwest, however, only operated in Texas and therefore was free to set its fares whatever it wished as long as the state authorities in Austin had no objections, which was rarely the case. In November 1976, Lorenzo petitioned the CAB to be allowed to cut its fares- and not just to match Southwest, but to undercut Southwest with a 50% discount- what Lorenzo called "Peanuts Fares" since you could "fly for peanuts". For years airlines had been allowed to implement fare discounts by the CAB, but these were usually for charter flights, holiday flights and red-eye flights and were rarely ever long-term and only applied to a few flights. What Lorenzo was petitioning the CAB to be allowed to do was unprecedented in the airline industry- he was asking for individual authority to set his own ticket prices across the board based on market conditions. This had never been done in forty years, but there were already deregulation forces at work in Washington on the heels of Jimmy Carter's election to the White House. The CAB approved Lorenzo's petition and the Peanuts Fare" were introduced not just to Harlingen, but across Texas International's route system. By the end of the first week, passenger loads on the airline had shot up an astounding 600 percent. 

Peanuts Fares didn't just apply to routes where TI competed with Southwest

Peanuts Fares were a success for the airline and Frank Lorenzo was hailed as a hero by consumer advocate groups. But there was a catch that gnawed at him despite being flush with success at such a young age with such a small airline- the fare experiment suggested strongly that airlines were more than able to manage their own fares without the bureaucracy of the CAB. To the advocates of deregulation, it was ammunition in the battle to eliminate the CAB and deregulate the US airline industry. Just a few years earlier an airline executive could face criminal charges for setting fares without the approval of the CAB, now here was Texas International doing just that and making a huge pile of money in the process and stimulating a boom in passenger traffic. Lorenzo didn't want deregulation, though. Texas International at the time was only the 20th largest airline in the United States. He knew he could be crushed instantly by the Dallas-based giant Braniff International should deregulation happen. Even bigger American Airlines was growing its presence at the new DFW Airport as well, and American had resources and deep pockets that would make Texas International a quick snack in a fully free-market environment. During press interviews at the time, Lorenzo was quick to point out the experimental and temporary nature of the Peanuts Fares. For the time being, the CAB's bureaucracy did shelter him from being crushed by larger airlines for the time being, giving him time to plan his next move. 

But that'll be a blog post for a later date..........

Source: Hard Landing: The Epic Contest for Power and Profits That Plunged the Airlines into Chaos by Thomas Petzinger. Times Business/Random House, 1996, pp 38-50. Grounded: Frank Lorenzo and the Destruction of Eastern Airlines by Aaron Bernstein. Beard Books, 1999, pp 11-15 Photos: Wikipedia, Flickr/Bob Garrard Collection

Flying High This Past Week: 23 March-29 March

Don't forget that the new URL for TAILS THROUGH TIME is now www.tailsthroughtime.com. The old blogspot URL will still work, though. Consider it a quick NOTAM! I suppose a sign you've moved up in the blogosphere is when a Wikipedia article lists one of your articles as a source! It was an Wikipedia entry on the Pratt & Whitney J58 engine that powered the Lockheed SR-71 Blackbird and my blog article on the Mach 3 Phantom proposal is listed as a reference in the sources. This past week was one of the unusual weeks that two articles get posted in a week, so obviously we'll lead off with those two articles on this week's edition of Flying High This Past Week: 

• The Rise and Fall of Mohawk Airlines and Opening the Door for Frank Lorenzo: Mohawk Airlines began operations in 1944 as Robinson Air Lines, connecting Ithaca, New York, with Teterboro Airport in New Jersey. By 1952 one of the pilots at Robinson eventually took over the airline and renamed it Mohawk following an employee contest for a new name. Mohawk and its new president, Bob Peach, were legendary among local service carriers as they were the first of the second tier of airlines to operate pure jet equipment and it was Peach's determination to operate pure jets that gained him the respect of his peers in the industry. Unfortunately circumstances would doom Mohawk to the point that it had to choose between joining its long time rival, Allegheny Airlines, or a young smooth talking New York businessman whose name became infamous in the US airline industry- Frank Lorenzo. 
• Proving the Harrier Carrier: The idea of a V/STOL equipped light carrier that is sort of like the modern day equivalent of the light escort carriers of the Second World War had its genesis in the austere budgetary environment that came at the end of the Vietnam War. The Chief of Naval Operations, Admiral Elmo Zumwalt, championed a cheaper alternative to the supercarrier called the Sea Control Ship that would use the new AV-8A Harrier as the sharp point of its spear. While the Navy never went forward with the SCS concept, many of our allies paid close attention and the US Marine Corps in particular would use the experience to base the Harrier and now Harrier II aboard the big deck amphibs of the "Gator Navy".
• Two's Company and Three's A Crowd: The Boeing 737-200 Flight Crew Controversy: This article from the week before last is still getting plenty of hits. I suppose that we are all looking at the number of crew in the flight deck with a different eye these days in light of the Germanwings tragedy. 
• Operation Teaball: Network-Centric Real-Time Intelligence in Vietnam: While the tools the US military used to restore the fighting effectiveness of its combat pilots are varied, one of the more interesting tools in the renaissance of the fighter pilot in the skies over Vietnam was the use of real-time intelligence to increase the situational awareness of pilots who were operating in the skies over North Vietnam.
• The Early Days of Airbus Industrie and How the A300 Got Its Name: I don't know what interests me more- the political machinations of 1960s Europe that led to the formation of Airbus or the fact that the A300 designation sprang out of a light hearted joke. Given the juggernaut that Airbus has become in the world commercial aircraft market, it's beginnings were much less assured and much more tenuous at best. 
• How American Airlines Shaped the A300: Related to the prior linked article on the early days of Airbus Industrie, even though American Airlines didn't operate the Airbus A300 until April 1988 as the launch customer for the A300-600R variant, one of its VPs, Frank Kolk, back in the 1960s had a tremendous influence in shaping the final design of the A300. The A300 was much closer to Kolk's specification for a widebody twin that he authored in 1967 than the eventual aircraft that sprang from Kolk's requirements, the Douglas DC-10 and the Lockheed L-1011 Tristar. 
• The Ryan FR-1 Fireball and F2R Dark Shark: An Evolutionary Dead End: Probably the pinnacle of mixed-propulsion fighter aircraft, these two Ryan fighter designs of the Navy represented a rather simple but effective remedy to the shortfalls of jet engines in the immediate postwar era.

Remember that new blog articles are posted every five days. The next article will be going up on April 2nd, so stay tuned. And for those who missed it, this is last week's edition of Flying High This Past Week. 

The Rise and Fall of Mohawk Airlines and Opening the Door for Frank Lorenzo

Robinson DC-3 crew with Robert Peach on the far right

In the days following Pearl Harbor, the US Civil Aeronautics Board suspended all awards for new air services given the wartime situation. However, the CAB soon realized that air services would need to expand the support the growing production effort for the war. On 11 July 1944 the CAB issued an judgement that created a new category of airline called a feeder or local service airline that would funnel passengers and goods from smaller communities to larger cities for connections to the large established trunk airlines of the day like the "Big Four" of United, Eastern, American, and TWA. One of the early pioneers to take advantage of the CAB's decision was an aerial photographer and inventor named C.S. Robinson in Ithaca, New York. His work with aerial photography before the war led him to developed a metal spring like shock mount for his cameras that was superior to the rubber mounts of the day that became hard at high altitude. Robinson's factory to support the war effort was in Teterboro, New Jersey and he commuted between Teterboro and Ithaca in his Fairchild 24. Finding a constant stream of people who wanted to hitch a ride with him to New Jersey, he decided to start his own airline to connect upstate New York to the New York/New Jersey area and on 6 April 1945 Robinson Airlines began airline services from Ithaca and New York City using three Fairchild 24s. With traffic growing, Robinson expanded to larger aircraft and hired pilots as fast as he could to meet demand. One of his new hires was a former Navy patrol pilot and lawyer named Robert Peach. 

Peach was decorated Navy pilot in the Pacific with two Distinguished Flying Crosses and at the time he joined Robinson Airlines, he was finishing law school at Cornell and wanted to get back into flying part-time. With the rapid growth of demand out of Ithaca, Robinson's laid back management style wasn't conducive to a growing airline and the finances according suffered in the immediate years after the end of the Second World War. Edwin Link, the developer of the Link Simulator that was vital to training pilots, had a factory in Binghamton, New York and was willing to invest in Robinson if there was a change of leadership to assure a return on his investment. Link provided the seed money to allow Robinson to upgrade to Douglas DC-3s and by 1952 Robert Peach had risen through the ranks to Robinson to gain the attention of outside investors. He ended up buying Robinson Airlines outright which assured Link's continued investment in the airline. One of his first acts as head of the airline was to hold a contest to rename the airline and that's how it became Mohawk Airlines. 

Robert Peach at the christening of Mohawk's first One-Eleven

Link's investments weren't enough for Mohawk as Peach pushed for an increase in the usual subsidy the CAB gave to local service airlines. It was a role that raised Peach's prominence in the airline community as he advocated for more support for the smaller airlines. In those days, the CAB had a subsidy given to airlines for routes they flew and Peach pushed for the CAB to treat local service airlines like Mohawk on the same basis as the large established trunk airlines. At the time the Eisenhower Administration wasn't too keen on the idea of increasing subsidies to local service carriers, but Peach and the other local service carrier heads had two important allies- one was Donald Nyrop, the head of the CAB at the time (who later became the head of Northwest Airlines) and Texas Democrat Representative Lloyd Bentsen. When the CAB opened up for applications for local service carriers in 1945, certification was provisional. Bentsen's proposed legislation would make certification of the local service carriers permanent, placing them on better footing with the established trunk carriers and opening the door to increased subsidies from the CAB. President Eisenhower signed the bill after it was unanimously passed by both houses of Congress in 1955. 

Mohawk's BAC One-Elevens increased its stature in the industry

Beginning 1962 Mohawk under Peach's leadership grew tremendously. I had previously written about Mohawk's fight to acquire jet equipment in the form of the BAC One-Eleven that culminated in Peach winning the fight and the first Mohawk BAC One-Eleven, christened "Ohio" flew its first revenue services on 25 June 1965. In addition, Fairchild-Hiller FH-227 turboprops were also put into service to replace the piston twins with Mohawk reaching its zenith in 1967 with route awards from the CAB to Detroit, Cleveland and Boston. The floor fell out from underneath Robert Peach and Mohawk Airlines in 1968. On 23 June that year, the BAC One-Eleven "Discover America" crashed on a flight from Elmira, New York, to Washington, DC. The cause was a valve failure in the APU that resulted in an inflight fire that compromised the tail structure. Two weeks later, a new air traffic controllers union called Professional Air Traffic Controllers Organization (PATCO) that started in New York City staged a slowdown to protest inadequate staffing and excessive overtime. Working to the letter of the rules, air traffic back up around numerous chokepoints that led into the New York City area. From July to August, the PATCO action proved disastrous to many airlines, but more so to Mohawk given its route structure. Peach even tendered a bill to the FAA for costs incurred during the PATCO slowdown as a protest. In the following year, a general downturn in the economy then hit Mohawk's passenger numbers. By 1970, the nation was in recession and every airline was losing money and this further added to Mohawk's woes. To save costs, many local service carriers were handing off services to smaller cities to commuter airlines with the CAB subsidy "flowing through" from the local service carrier to the commuter airline. Mohawk's rival, Allegheny Airlines, was already doing this with their "Allegheny Commuter" brand. The CAB permitted this as long as the local service airline would step back in should the commuter airline cease services to any of the communities. 

Frank Lorenzo at the time of his takeover of Texas International

At Mohawk, the pilots saw the outsourcing to commuter airlines as a threat to their jobs (some things in the airline industry never change and this is still a contentious issue in airlines today). One minute before midnight on 12 November 1970, the pilots went on strike after the failure of negotiations and Mohawk was essentially shut down as an airline. The debts that Mohawk incurred upgrading to the BAC One-Eleven and FH-227 aircraft were piling up against declining traffic. The pilot's strike was a nail in Mohawk's coffin as the management turned to a small New York City aviation consulting firm to assist with a turnaround. This small firm was Jet Capital, founded in August 1966 by two Harvard business school graduates, Frank Lorenzo and Bob Carney. With a small office in the prestigious Pan Am building in Manhattan, Lorenzo and Carney had a stock offering in January 1970 that netted them $1.5 million in "seed money". They had earlier provided financial consulting to Detroit-based cargo airline Zantop  that got their name out in the industry. Lorenzo met with Robert Peach on numerous occasions and Jet Capital offered Mohawk a restructuring plan that essentially resulted in Lorenzo controlling Mohawk Airlines. At the time, Lorenzo was only 30 years old- and his plan to take over Mohawk was a bit much for the Robert Peach and the board to swallow. With the airlines' fortunes waning quickly, Peach instead allowed his long time rival Allegheny Airlines to purchase Mohawk. By this time the slow slide of Mohawk meant that Peach had less control over Mohawk than what was the case in 1967. On 20 April 1970, he had lunch with Frank Lorenzo thanking him for his services and offer but that the board had decided to sell to Allegheny. After lunch, Robert Peach went home to prepare for a speech he was to give that night, but instead shot himself in the head, the loss of Mohawk too much to bear for him. 

Robert Peach wasn't only airline boss to kill himself after dealing with Lorenzo. That will be the subject of a future post on this blog as we track Frank Lorenzo's rise to prominence in the airline industry. The sale of Mohawk to Allegheny left Jet Capital with its seed money from its stock offering burning a hole in their pockets. Lorenzo came tantalizingly close to getting control of an airline, something he had long wanted since he was a teenager. In 1971, Mohawk wasn't the only airline in need of a financial turnaround. Based in Houston was Texas International and it wasn't long before they engaged Frank Lorenzo's services that year. But you'll have to wait for another blog article to find out how that went.....

Source: Airline Executives and Federal Regulation: Case Studies in American Enterprise from the Air Mail Era to the Dawn of the Jet Age by Walter David Lewis. Ohio State University Press, 2000, pp 295-318. Hard Landing: The Epic Contest for Power and Profits That Plunged the Airlines into Chaos by Thomas Petzinger. Times Business/Random House, 1996, pp 38-43. Photos: Historical Images (historicalimages03 on eBay), Wikipedia, PostcardPost.com

Mohawk Airlines Gets the BAC One-Eleven

When the BAC One-Eleven was developed, it faced competition from two other short-haul twinjets in the form of the Sud-Aviation Caravelle and the Douglas DC-9 Series 10. And further ahead lay Boeing's 737-100/200. BAC's sales team as soon as the One-Eleven was launched wasted no team in getting themselves set up in the United States, keen to follow on the success of the Viscount turboprop in the world's most lucrative air travel market. However, the BAC sales team found opposition not from the airlines, but from a completely different quarter.

Shortly after the launch of the One-Eleven letters of intent came in from local service carriers Ozark Air Lines (five aircraft) and Frontier (six aircraft). However, the US airlines of the day were tightly regulated by the Civil Aeronautics Board which not only set fares and routes, but also administered government subsidies to maintain "competition". The local service carriers of the day were particularly dependent on the government subsidies for what were usually uneconomic short-haul routes to smaller cities. In the case of Frontier and Ozark, the CAB felt that operating pure jets would require increased subsidies and threatened to withdraw financial support. As a result, Ozark and Frontier had to abandon their plans to buy the BAC One-Eleven.

The following year in 1962 Bonanza Air Lines signed a letter of intent for three One-Elevens. This time the CAB refused to guarantee Bonanza's loan and the purchase had to be canceled. When Bonanza was able to later on order the Douglas DC-9 Series 10 (as well as Ozark), accusations of protectionism flew from the British government and press.

Though success came with Braniff's order for six One-Elevens and options on six more (Braniff was much less dependent on government subsidies), the next local service carrier to order the One-Eleven, Mohawk Air Lines, was determined to make a case for operating the jet. When Mohawk ordered four One-Elevens, the CAB again tried to intervene and prevent Mohawk from getting jet equipment. The CAB stated in their denial that Mohawk's Convair twins carried on average 20 passengers and at least 30-35 passengers would be needed on the One-Eleven to operate without an increased subsidy.

Mohawk's president, Robert Peach, wasn't going to accept the CAB's verdict. In a very detailed rebuttal and analysis written by Peach himself, he pointed out that the CAB had just awarded Mohawk route extensions as well as nonstop route authorities between major cities in the Northeast that brought Mohawk in direct competition with the trunk carriers like American and United. Peach argued that modern equipment was needed to compete on these routes and that failure to acquire jets would mean an increase in subsidy would be needed for Mohawk to maintain those very routes.

Peach then detailed the rationale for the One-Eleven purchase, showing that operating the One-Eleven over a 200-mile route would break even at a load factor of 46%, something he pointed out that Mohawk had easily done historically. Mohawk wasn't getting jets for sake of getting jets, Peach concluded, the airline was doing it to meet economic and customer demand for modern aircraft on its route network.

It was one of the rare victories against the CAB that increased Robert Peach's stature amongst the other local service carriers. The CAB conceded and Mohawk operated their first BAC One-Eleven service on 15 July 1965 between Utica, New York, and New York City.

Source: BAC One-Eleven by Malcom L. Hill (Crowood Aviation Series). The Crowood Press Ltd, 1999, p25-27.