In short, here’s what happened:

Now for the long story.

ExpressJet is best known for being the main provider of Continental Express service. The airline was owned by Continental but after it was spun off, it started trying to find its own way. You probably remember its 2007 effort to start point-to-point flying between smaller markets. That failed for a variety of reasons, but I still liked the idea.

The end of the road came when SkyWest decided to buy ExpressJet and merge it with its Atlantic Southeast Airlines (ASA) subsidiary.

The new combined management got to work on picking a name for the new
airline, and the result was a disaster. In July, it was announced that the new name would be SureJet.

SureJet? It had the ring of a consulting project gone wrong. The press release made it sound like the management team was trying to be inclusive in the naming process, but it forgot to actually check to see if the name sounded good on it own.

“SureJet” was developed using front-line employee feedback about qualities and characteristics such as assurance, reliability and trustworthiness. . .

All great things, but instead of actually just running a great airline, the company decided it needed to have a name that reflected it. It really came off as an airline trying to convince itself and its partners that it was a reliable airline, whether it was or not.

Less than week later, the name was shelved for good reason. Everyone hated it. In fact, the company was very up front about it.

Since the announcement, we have heard significant concerns from team members about the name SureJet, and it appears we’ve missed our mark.

And that was that. Fast forward to last week, and a new, or shall I say old, name resurfaced. The combined airline will now be known as . . . ExpressJet.

Atlantic Southeast dates back to 1979 when it started flying for Delta regionally with props, and it’s seemingly had an identity crisis at many different points. Since the early days, it was closely tied with Delta when it flew solely for the airline.

In 1999, Delta even bought the airline and held it until it sold in 2005 to SkyWest. The airline had fluctuated between the Atlantic Southeast and ASA names for years. To me, it was never a strong moniker.

ExpressJet certainly started off tied at the hip with Continental as Continental Express, but it moved away from that under the ExpressJet name as a newly-independent airline. The ExpressJet name defines the airline and its role well. It makes sense to just keep that name instead of creating a new one.

Management isn’t completely leaving ASA out in the cold. It’s keeping the logo and branding from ASA (in the few places where branding exists for regionals), just changing the name on it.

This doesn’t always work, but in this case, it seems like a good fit. And management looks good for actually listening to the feedback and taking it to heart. Maybe they’ll also dial back on the consultants over there as well after this whole thing.

Why Delta Airlines Decided to Invade Iceland – BNET Headwinds
Delta’s going to Iceland, just like everyone else. But I don’t think it’s a bad move.

Stressed JetBlue attendant not flying solo – Crain’s New York Business
Crain’s asked me about the now famous JetBlue flight attendant who popped a slide and walked away.

JetBlue’s Stress Test: A Peek at the Secret Fantasy of Every Flight Attendant – BNET Headwinds
I honestly didn’t want to write about this, but the story blew up so fast, that I had to jump in.

Pilot Outsourcing a Tough Challenge for United-Continental Merger – BNET Headwinds
Pilot scope clauses are going to be front and center in the United/Continental merger. Did the SkyWest acquisition of ExpressJet have something to do with that?

JetBlue Plays It Smart (and Serious) After Steven Slater Incident – BNET Headwinds
It’s been an interesting week for JetBlue, and now the airline is talking directly to its employees about the Steven Slater incident. It’s an excellent letter.

Spirit’s Pilot Strike: Management Is Winning the PR Battle – BNET
Regardless of how the strike is going, management is easily winning the PR battle, even though they probably shouldn’t be.

Continental and United: This “Merger of Equals” Isn’t a Great Plan – BNET
They keep talking about a merger of equals, but I’m not a fan of that plan. There are better ways to do this.

When Airports Should Subsidize Airlines – BNET
Usually, airport subsidies fail miserably in attracting sustainable airline service, but every so often, they work.

Good Move: American Protects Its Elite Members From the Unwashed Masses – BNET
American rolls out “Your Choice” and it’s not a bad way to approach a la carte pricing.

First let’s do a brief recap here. For those who don’t know, Branson sits in the southwest corner of Missouri, smack in the middle of the Ozark mountains. It’s a big regional destination for music and shows, but it’s never really become more than that. Until last May, the city was served only by the Springfield airport, about an hour north of town. Springfield is like many small towns in that it has limited service, mostly on regionals, to hub cities. It also has service from Allegiant, but that’s meant to take people out of town to hot spots, not bring them in. The people of Branson weren’t happy.

So some investors got together and decided to actually fund the building of an airport 15 minutes outside of town. The airport was literally built on a mountain. It’s a heck of an interesting site to see. But what’s most interesting is that they haven’t taken any public funding for the airport, so they have a lot more mobility. For example, they can offer exclusive access to an airline who comes in from a certain city.

They built this new airport for a small sum – seriously. It only cost $155 million to get it ready for service, and that includes razing the top of the mountain. When they built the airport, the hope was that they could attract low cost carriers from around the country to service the place for cheap. The goal was to expand the catchment area and make it easier to visit.

AirTran was the first to dive in with service to Atlanta. They added Milwaukee, but that failed. They now also have weekly service to Orlando. Sun Country also came in with service to Dallas and Minneapolis, but that’s not flying now. Branson Airport’s website says it’s coming back in the spring, but Sun Country doesn’t have it on their route map or in their schedules. Just recently, Frontier announced it will join the party from Denver starting in April.

Branson Airport, meanwhile, has been engaged with consultants galore to try to find ways to bring service in to town. Christmas in Branson is a big deal, so last holiday season, they chartered some airplanes from ExpressJet and flew a few roundtrips to Rockford and Shreveport. At the time, I thought it was a good idea, but I figured its utility was limited to peak seasons. Now, Branson Airport has stepped up to make this a full time deal.

Ladies and gentlemen, I present Branson Air Express. To me, this seems like a similar idea to what we see with Direct Air out of Myrtle Beach. They need visitors and they don’t have enough air service, so they’re going to do it themselves. That’s what Branson is trying, apparently thanks to the advice of consulting firms Seabury Airline Planning Group and Contour Flight.

Branson will be chartering regional jets from ExpressJet to fly to Branson from Austin, Des Moines, Houston, Shreveport, and Terre Haute starting in May. So apparently that Shreveport service must have worked out pretty well last year, but the Rockford service? Guess not.

There’s no website with information, just a booking engine, so it’s hard to get full details. From my random June check, it looks like there’s no flying on Thursday and Sunday, for some odd reason. You’d think those would be big days for a weekend destination, but maybe ExpressJet couldn’t offer them the aircraft time on those days. Austin, Des Moines, and Houston will see service the other 5 days. Terre Haute and Shreveport will get flights Monday, Wednesday, and Saturday.

So can they make money bringing people in from places like Austin and Terre Haute on a 50 seat jet? I suppose it depends on how they look at this. From a straight flight profitability standpoint, my guess is no. But these guys are looking beyond that. They can make money off people staying in hotels in Branson and signing up for vacation packages. They also have lower costs since they’ll effectively be paying landing fees to themselves. So looking at it holistically, it might just make sense.

At least, some of these might make sense. Terre Haute? That might be a stretch. But we’ll see. It’s an interesting concept. And for ExpressJet, it’s just more money in the bank.

US Airways Pilots Oppose New York Slot Swap with Delta, Defy Logic – BNET
I roast the US Airways pilots for their decision to oppose the slot swap. It makes no sense.

best flying tip: arrive early – antibride.com
If you’re stressed about travels, the best thing you can do is arrive early. Just give yourself some extra time.

Airports in Boston and San Francisco Team Up with Twitter Promo – BNET
You don’t often see two airports getting together for promotional purposes, but that’s exactly what Boston and San Francisco are doing.

ExpressJet CEO Leaves for a Lesser Title at American – BNET
Looks like ExpressJet’s CEO has had enough of the regional biz, he’s heading to American to run maintenance. Hmm.

Airline Year Over Year Unit Revenue Changes Aren’t As Good as They Seem – BNET
Yes, the year-over-year comparisons are good, but that’s because things had fallen off a cliff last year. It’s not time to get excited just yet.

Milwaukee sparks air wars – BusinessRockford.com
A thorough piece on what the low cost carrier expansion into Milwaukee might mean for Rockford. I weighed in (and, as you imagine, I don’t see much hope for the place).

Does Delta Make Atlantic Southeast’s Performance Suffer? We’re About to Find Out – BNET
ASA’s on time and bag handling performances are pretty bad, but is it Delta’s fault? Possibly, and now we’ll find out.

Electronics top splurge gifts for travelers – ABC News/AP
The AP asked what kinds of gifts I would find interesting this holiday season. I’m looking at netbooks these days.

ExpressJet To Fill the 50-Seat Aircraft Void at United – BNET
Looks like United has decided how to replace those Mesa 50 seaters it’s getting rid of. ExpressJet is the winner, but this is a little more complicated than it sounds.

get that dress to your wedding in one piece – antibride.com
I don’t know much about wedding dresses, but I do know how you should get it to your wedding. Don’t check it. There are better ways.

Boingo Bets Passengers Will Engage with Sponsors for Free Wifi in Airports – BNET
Boingo is bringing the sponsor model to airports – watch an ad or do something they want and you’ll get free wifi.

United Listens to Customers, Changes Upgrade Policy – BNET
United is bringing back the regional upgrade due to popular demand. It goes to show that they do listen, sometimes.

Premium Air Traffic Takes and Unexpected Turn for the Worse – BNET
I really thought that September year-over-year comparisons would be much better. I was wrong.

Talking to IHG’s VP of Loyalty Programs on the Psychology of Point Redemption – BNET
I spoke with IHG’s loyalty guy about their new Flights Anywhere program and ended up digging in to the psychology of point redemption.

Does a Hotel Company Need an Umbrella Brand? – BNET
As an aside to our conversation about psychology of point redemption, we touched on the subject of whether an umbrella brand for hotels even matters.

Fly from Rockford and Shreveport to Branson – BNET
Rockford is always coming up with some hare-brained scheme, but this is one I actually kind of like.

There’s a lot of finger pointing going on, that’s for sure. Just about everyone originally jumped on ExpressJet (the operator of the Continental Express flight) for not getting people off quickly enough and on Continental for not taking enough responsibility for the flight. Turns out that while they do take some blame, much of it lies on little Mesaba, the regional that’s owned by Delta and the handling agent at the Rochester airport.

In the end, however, the issue not who is at fault in this specific situation but rather the fact that it keeps happening. (There was another one on Sun Country on Friday.) Do we really need a passenger bill of rights to prevent these things? I still say no. Let’s take a look at some of the things people are saying should have happened.

• They were stupid for diverting to Rochester when Continental doesn’t have an operation there. They should have diverted somewhere else.
  
  Sure, that would have made sense. They could have gone elsewhere and handled things their own way, but if you look at the timeline (pdf), they did it for a reason. The original alternate was Madison, Wisconsin, but by switching to Rochester, that would “give the aircraft additional fuel to circle MSP in anticipation of a break in the weather.” It was a gamble that didn’t pay off, but it could have and then everyone would have been happy.




• They should have just left Rochester when they couldn’t get people off the plane.
  
  Easier said than done. They did get refueled in Rochester, so they were ready to takeoff, but the weather just didn’t cooperate. Recordings of the captain (wav) make it sound like she was uncomfortable with flying in that weather even though there might have been a small window. It was the end of a very long day and if she wasn’t comfortable, I wouldn’t have wanted her flying.




• They should have put the passengers on a bus
  
  As we learn in one of the recordings, they tried to get a bus but the bus companies wouldn’t send anything because of flash flooding between Minneapolis and Rochester.




• They should have at least let them into the terminal.
  
  Seriously. They should have. It appears that it wasn’t really ExpressJet’s fault, entirely. There were plenty of communications with the Mesaba people trying to get them off the plane. First Mesaba told them the terminal was closed and they couldn’t send anyone in. Then they said that they couldn’t get a jet bridge and they didn’t have a place for them in the terminal. That’s just awful.




• They should have gone around Mesaba’s local crew and made things happen.
  
  Yes, they should have. The DOT said that it should have been escalated and ExpressJet says the same thing. Senior management should have been alerted so that they could have gotten these people off that plane.




• The passengers should have just gotten off the plane or called 911.
  
  I can’t figure out why this didn’t happen. The door was open, but they couldn’t get any stairs and there was another airplane right nearby. Still, this is only a few feet off the ground, so it would have been a somewhat unsafe drop but not a horrible one. I just would have gotten out of there and taking my chance on getting arrested. I have no idea why everyone sat around all night. Maybe they were all nice Midwesterners.

So did we learn anything? Maybe a little. We definitely learned that crews should escalate the issue as high as possible if it doesn’t get resolved quickly. We also learned that passengers should just walk off the damn plane if they get stuck for that long. But this really was a combination of a bunch of things coming together to screw these poor passengers.

The problem is that this ends up stoking the fire for a government-regulated passenger bill of rights, and I still don’t think that’s going to help. There are plenty of things about this industry that the government doesn’t understand – they’re likely to come up with a bill that makes things worse for everyone. But, if the industry keeps letting crap like this happen, then there isn’t going to be another option.

But what would that have done here? Would Mesaba get fined? That might still happen anyway. Would the passengers magically have been transported off the plane? Not simply because of a law. A federal law probably wouldn’t have changed much here. Continental, for example, already has a policy to get people off the plane after a certain period of time. I think Secretary of Transportation Ray LaHood said it best.

There was a complete lack of common sense here. It’s no wonder the flying public is so angry and frustrated.

I agree, but can you regulate common sense? I don’t think so. All I know is that the airlines need to take this more seriously.

[Original Images via http://www.flickr.com/photos/madfox/ / CC BY 2.0 and ExpressJet.com]

JetBlue and Others See Higher Complaints in March
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Premium Traffic Down 19 Percent, Revenues Down 35 Percent or More
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American Adds One Way Awards, Cuts Stopovers
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Continental Starts Flying 737s to Hawai’i
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AirTran’s Costs Help in the Battle for Milwaukee
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Delta Pulls Out of Boston – Baltimore Route
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Virgin America Shows Worse Q4 Numbers Excluding Lower Fuel Prices
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Virgin America Posts Low January Load Factors
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Digging in to Virgin America’s Q4 Operational Stats
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Former America West Pilots Win in Court Ruling Over Legacy US Airways Pilots
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Spirit Wants People To Know Who They Are
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