Southwest co-founder, M. Lamar Muse, dies
Tuesday February 6, 1:40 pm ET
The co-founder and first president and CEO of Southwest Airlines, M. Lamar Muse, died Monday of lung cancer, the family said. He was 86.
Muse served as president and CEO of Dallas-based Southwest (NYSE: LUV - News) from 1970 to 1978 before leaving the airline following a boardroom battle over expansion plans to Chicago, the family said. The airline implemented the expansion 12 years later.
While at Southwest, Muse was described as a master marketer who used sex appeal to differentiate the airline from others. The airline used hostesses, now known as flight attendants, wearing hot pants and endorsed an advertising campaign using a "luv-themed" play on words. LUV remains the ticket symbol for Southwest.
He pioneered the low-fare structure Southwest is known for, with flights typically running for half the price of competitors.
After leaving Southwest, Muse and his son, Mike, founded Muse Air, which was later sold to Southwest. It was the first airline with a no smoking policy.
Muse was an early proponent of deregulation, educating lawmakers on the benefits of deregulation during a flurry of congressional hearings in 1978.
Muse was born in Houston, graduated from Palestine High School in Palestine and attended Texas Christian University in Fort Worth, where he majored in accounting and finance.
He was president and CEO of Universal Airlines in Detroitfrom 1967 to 1969, before starting Southwest.
Muse is preceded in death by his first wife Juanice and his brother, Ken Muse, of Montgomery, Ala.
He is survived by his son Michael Muse of Dallas; daughters Deborah Ann Muse and Diane Muse Kinnan, both of Dallas, and Lisa Muse of Liberty Hill; sister Marian Thompson of Palestine; grandchildren and a great-grandchild.
The family is not holding a service for Muse, who was able to attend several memorials to him. Gifts should be sent to the Palestine YMCA, Attention: Michael Oranch, 5500 North Loop 256, Palestine, Texas 75801.
Tuesday February 6, 1:40 pm ET
The co-founder and first president and CEO of Southwest Airlines, M. Lamar Muse, died Monday of lung cancer, the family said. He was 86.
Muse served as president and CEO of Dallas-based Southwest (NYSE: LUV - News) from 1970 to 1978 before leaving the airline following a boardroom battle over expansion plans to Chicago, the family said. The airline implemented the expansion 12 years later.
While at Southwest, Muse was described as a master marketer who used sex appeal to differentiate the airline from others. The airline used hostesses, now known as flight attendants, wearing hot pants and endorsed an advertising campaign using a "luv-themed" play on words. LUV remains the ticket symbol for Southwest.
He pioneered the low-fare structure Southwest is known for, with flights typically running for half the price of competitors.
After leaving Southwest, Muse and his son, Mike, founded Muse Air, which was later sold to Southwest. It was the first airline with a no smoking policy.
Muse was an early proponent of deregulation, educating lawmakers on the benefits of deregulation during a flurry of congressional hearings in 1978.
Muse was born in Houston, graduated from Palestine High School in Palestine and attended Texas Christian University in Fort Worth, where he majored in accounting and finance.
He was president and CEO of Universal Airlines in Detroitfrom 1967 to 1969, before starting Southwest.
Muse is preceded in death by his first wife Juanice and his brother, Ken Muse, of Montgomery, Ala.
He is survived by his son Michael Muse of Dallas; daughters Deborah Ann Muse and Diane Muse Kinnan, both of Dallas, and Lisa Muse of Liberty Hill; sister Marian Thompson of Palestine; grandchildren and a great-grandchild.
The family is not holding a service for Muse, who was able to attend several memorials to him. Gifts should be sent to the Palestine YMCA, Attention: Michael Oranch, 5500 North Loop 256, Palestine, Texas 75801.
