Alaska Airlines had improved its situation in the 1970s but found itself once again in a precarious financial position just as deregulation came into view. Considering its small size, financial weakness, lack of penetration into the lower 48 and turbulent history it is surprising that it was able to turn itself into one of the few winners of the post-deregulation era. The first step was cracking the Californian market.
Despite introducing 727s and swallowing several smaller Alaskan operators, the early 1970s was another difficult time for Alaska Airlines, which had been leading a hand to mouth existence for many years.
The crash of a 727 in late 1971 only piled on the pressure further and by 1972 the airline owed $22 million to its creditors. Finally, president and chief executive officer Charles "Chuck" Willis was deposed in 1972 by the airline's board and replaced by Ronald F. Cosgrave, a board member who had gotten his start in business providing Alaskans with mobile homes. He would see an overhaul of Alaska's poor image including its livery.
I'm Richard Stretton: a fan of classic airliners and airlines who enjoys exploring their history through my collection of die-cast airliners. If you enjoy the site please donate whatever you can to help keep it running: