Dallas Love Field, one of the primary airports serving Dallas alongside Dallas Fort Worth International Airport, has a storied history dating back to its opening in October 1917. Today, it mainly handles short-haul domestic flights. Southwest Airlines is the dominant operator at this facility, with services also provided by Delta Air Lines and JSX. Alaska Airlines serves the airport from Seattle but plans to cease operations there in May.
Over a decade ago, Virgin America was involved in a significant campaign known as ‘Free Love Field’ following an announcement that American Airlines would have to relinquish its two gates at the airport. This decision was part of a condition set by the United States Department of Justice (DOJ) during American’s merger with US Airways.
Initially, Delta Air Lines leased these gates from American and even began selling seats for future flights from Love Field. However, the DOJ preferred that a low-cost carrier acquire these gates to enhance competition at the airport. Virgin America expressed interest in acquiring these gates to establish a new base in Texas and expand its operations eastward.
The ‘Free Love Field’ campaign was an advocacy effort led by Virgin America to secure these gates against competition from Delta Air Lines and Southwest Airlines. The campaign aimed to create a competitive environment at Love Field by offering a low-cost alternative. It featured both online initiatives and direct involvement from Sir Richard Branson, co-founder of Virgin Group and minority owner of Virgin America.
Despite Delta’s initial confidence in acquiring the slots, the DOJ ruled them out as “not an appropriate divestiture candidate,” maintaining that a low-cost operator should receive them instead. Eventually, after careful consideration, the City of Dallas awarded the gates to Virgin America.
Virgin America’s President and CEO David Cush stated: “We are very pleased to have the opportunity to bring new competition to Love Field… We appreciate the support of Dallas travelers and all of the Virgin America flyers.”
Following this victory, Virgin America expanded its presence at Love Field but ceased operations after merging with Alaska Airlines in 2018. As Alaska Airlines prepares to end its service at Love Field in May, this chapter in aviation history comes full circle.
