March 9, 1967

Air Southwest Co. is incorporated.

November 27, 1967

With $500,000 in the bank, Herb files the application with the Texas Aeronautics Commission (TAC) to serve DAL, IAH, and SAT.

January 15, 1968

Hearing before TAC begins.

February 20, 1968

TAC votes unanimously to grant Air Southwest a certificate of public convenience and necessity.

February 21, 1968

Braniff, Trans Texas (later Texas International), and Continental Airlines obtain a temporary restraining order from Travis County District Court prohibiting TAC from delivering our Certificate.

August 06, 1968

Austin State District Court rules against Air Southwest.

August 06, 1968

Air Southwest files an appeal with the Third Court of Civil Appeals over the State District Court's Aug. 6 decision.

March 12, 1969

Herb files appeal with the Texas Supreme Court and offers to represent the Company free of charge and pay all costs out of his own pocket.

March 12, 1969

State Court of Civil Appeals rules against Air Southwest, upholding the lower court's decision.

May 13, 1970

The Texas Supreme Court unanimously votes to overturn the lower courts' findings and rules in favor of Air Southwest.

December 07, 1970

The United States Supreme Court denies appeal by Braniff and Texas International (TI) of Texas Supreme Court decision.

January 01, 1971

Lamar Muse joins Air Southwest as President.

March 10, 1971

Lamar Muse sells promissory notes for aircraft and startup costs, raising $1.25 million.

March 29, 1971

Air Southwest Co. changes its name to Southwest Airlines Co. (Southwest).

March 29, 1971

Boeing offers to sell Southwest three 737-200s with Boeing carrying 90% of the financing.

March 29, 1971

Lamar Muse hires Dick Elliot, Jack Vidal, Donald Ogden, and Bill Franklin. They become known as the "Over the Hill Gang."

June 08, 1971

Jun. 8, 1971 Initial Public Offering of 650,000 shares of Southwest stock at $11 per share ($6.5 million). Thomson McKinnon Auchincloss, Inc. and Model, Roland & Co., Inc. were the Principal Underwriters. The exchange was traded over the counter, and we did not have a ticker symbol.

June 16, 1971

The Civil Aeronautics Board (CAB), refusing to interfere, throws out complaints filed by Braniff and TI that Southwest's operation might violate its intrastate exclusivity. Within hours, lawyers for the two win a restraining order from an Austin judge barring Southwest from beginning service.

June 17, 1971

Herb pleads case to the Texas Supreme Court. Later that day, the Texas Supreme Court overrules the State District Court's injunction preventing Southwest from commencing service.

June 18, 1971

Dallas Provisioning base opens.

June 18, 1971

Southwest Airlines begins service to DAL, SAT, and IAH. Our flight schedule starts with six roundtrips DAL-SAT and 12 roundtrips DAL-IAH with $20 one-way fares.

June 18, 1971

First uniforms for hostesses and ticket agents introduced. The "love airline" is born. Captain Emilio Salazar flies the inaugural flight.

September 29, 1971

Southwest receives fourth aircraft.

October 01, 1971

Southwest implements every-hour service DAL-IAH with 14 roundtrips and every-other-hour service DAL-SAT with 7 roundtrips.

November 14, 1971

Begins service between HOU-SAT - closing triangle.

November 14, 1971

Southwest "revitalizes" Houston's Hobby airport (HOU) by providing air service and transfers one-half of service from IAH to HOU.

November 21, 1971

Introduces $10 "night fare" between HOU-DAL.

November 22, 1971

Cancels Saturday service.

December 31, 1971

1971 Milestones Revenue passengers carried: 108,554 Trips flown: 6,051 Fleet: 4 aircraft Employees: 195 at yearend Cities opened: DAL, SAT, IAH, HOU Advertising budget: $700,000