Airline's executives take flights of fancy
By Eric Heyl
TRIBUNE-REVIEW
Wednesday, August 25, 2004
It's a good thing David Bronner and Bruce Lakefield are navigating an airline and not an airplane. Were US Airways' two top executives copiloting a Pittsburgh-to-Philadelphia flight, the plane might well touch down in Paraguay.
US Airways inexplicably announced Monday it wants to become a gateway to the Caribbean and Latin America by significantly bolstering its operations in Fort Lauderdale, Fla.
Provided, of course, the perpetually flailing carrier doesn't cease to exist.
The possibility the airline soon might be liquidated was raised last week by Bronner, the airline's chairman. So talk of any expansion left some observers, including the unions from which US Airways again is attempting to extract hundreds of millions of dollars in concessions, scratching their heads.
Makes you think Lakefield, the airline's chief executive, might need some help in clarifying the airline's position during his next weekly recorded message to employees.
Here's how that message might sound:
"Hi folks, Bruce Lakefield here. I know many of you probably are wondering whether we're going to expand or cease operations. While we're not entirely sure ourselves, David Bronner and I are going to try to shed some light here."
"Thanks, Bruce. Hi everyone. Hope the skies are blue wherever you're flying."
"Given our precarious condition, I know many of you are puzzled over our intended expansion. However, David and I firmly believe there is vast, untapped potential in the sunny Caribbean and Latin America via Fort Lauderdale."
"We sure do, Bruce, even though American Airlines has a hub just 25 miles away in Miami and is a larger, more financially stable carrier than we are. We think US Airways will be highly competitive with American once we introduce our discount 'Limbo Lower Now' fares."
"Now, David, could you elaborate on those unfortunate comments attributed to you about our likely liquidation if we're again forced into bankruptcy?"
"Bruce, those remarks were taken somewhat out of context. You have my gratitude for instantly and publicly contradicting them -- even if it did make it appear as though we have conflicting opinions on the company's future."
"You're more than welcome, David. What exactly did you mean to say?"
"Bruce, let me emphasize there would be no immediate selloff of our assets. We wouldn't dream of liquidating until we found a buyer for all the stuff."
"And that could take some time, right, David? I mean, if we go out of business, American probably wouldn't need the planes we could sell it to help ward off the stiff competition we planned to provide it in Florida until we went under."
"Precisely, Bruce. So you see, our expansion plans are as logical as any other idea this airline's management has advanced over the past several years."
"Sorry, folks, we're out of time. Until next week, please think about agreeing to those extensive wage and benefit concessions, and try to keep livin' la vida loca."
