Airline co. SkyWest appoints new Prez
Regional airline company SkyWest Inc. has announced
that Bradford Rich has been promoted to president as part of its restructuring efforts, effective immediately.
Rich has served as SkyWest’s chief financial officer since 1991, leading the negotiations for strategic moves like the acquisition of Atlantic Southeast Airlines in 2005 and ExpressJet Airlines in November last year.
System wide, SkyWest serves 276 cities in the United States, Canada, Mexico and the Caribbean, with more than 3,900 daily departures.
St. George, Utah-based SkyWest Airlines and Atlanta-based Atlantic Southeast Airlines are wholly owned subsidiaries of SkyWest, while ExpressJet Airlines is a wholly owned subsidiary of Atlantic Southeast Airlines.
Marissa Snow, manager of corporate communications, told WinmoEdge that SkyWest
isn’t restructuring, per se, but merely shifting long-time executives into new roles.
She stated that Rich will oversee the strategic development, operational and financial performance for all of SkyWest’s brands and its international businesses.
While this includes marketing, our source said that SkyWest’s promotional efforts are different than other companies because it is a regional carrier.
“Most of our business model involves contracts with major airlines,” Snow added. “We don’t have a true reservations and ticketing system, so we’re marketed behind contracts with the Delta brand, United brand and the Alaska Airlines brand.”
According to the company, SkyWest Airlines operates under contractual agreements with United Airlines, Delta Air Lines Alaska Airlines and AirTran Airways, while Atlantic Southeast Airlines only works with Delta and United.
A small portion of SkyWest’s business does include marketing in specific regions where it’s at risk of losing its presence.
“In these areas we’re trying to get travelers onto planes and are promoting those markets, but that is a very small percentage of the overall market,” Snow said. “It includes the Western region and some out of Chicago, but this is only for SkyWest Airlines and not Atlantic Southeast.”
In addition to Rich, Russell “Chip” Childs has been named president and chief operating officer of SkyWest Airlines, and Bradford Holt has been appointed as president and COO of Atlantic Southeast Airlines. They both will now report directly to Rich.
The List database was unable to identify which agencies, if any, that SkyWest currently contracts.
The Nielsen Company reported that SkyWest Airlines allocated about $5,000 towards measured media in 2010, all of which went towards outdoor ads.