Start-Up Airline to Begin LAX-Dallas Route
Competition for the business travel market between Los Angeles and Dallas is expected to heat up today as start-up carrier Legend Airlines Inc. launches upscale, single-class service between Los Angeles International Airport and Dallas’ Love Field.
Not to be outdone, however, American Airlines--the nation’s second-largest carrier, which dominates Dallas-Fort Worth International Airport--plans a comparable service out of Love Field, about five miles from downtown Dallas, beginning later this spring.
Privately held Legend hopes to cut into the market by making standard for all passengers such amenities as leather upholstered seats, 24-channel satellite TV, laptop power ports and “chef-crafted” meals.
Legend initially is offering twice-daily service between the two cities and plans to expand to five times a day by the end of the month, Legend spokeswoman Kimberly Plaskett said.
With a fleet of four DC-9s reconfigured from 115 seats to 56, the fledgling carrier also is offering flights from Dallas to Las Vegas and Washington’s Dulles International Airport.
On Wednesday, fares on both Legend and American for LAX-Love Field round trips ranged from $320 to $340.
Initially American had fought Legend’s plan to operate at Love Field and took the can’t-beat-them-join-them strategy once its challenge failed. Although American is taking reservations for Love Field-bound flights, the carrier has yet to secure terminal space at the facility, American spokesman Al Becker said. American plans to use five Fokker 100s remodeled along the 56-seat format.
American, which is owned by Fort Worth-based AMR Corp., is in talks with Dallas city officials, Becker said, and expects to settle the space issue before the intended launch date of May 1.
Kenneth Gwynn, director of aviation for Dallas, confirmed that talks were underway but indicated the process could stretch past May 1.
“I don’t know how fast American will be able to get its service started,” he said.
Originally, Legend had hoped to begin service to Los Angeles by the end of February, but it had to postpone its launch date while awaiting approval from the Federal Aviation Administration on modifications to its aircraft.
