Jan. 3--DENVER -- Little about Southwest Airlines Co.'s service launch here today is typical.
The sprawling airport isn't anything like the secondary facilities that the Dallas-based discounter prefers to fly from.
Southwest's 10-week blitz from announcement to launch isn't standard, either.
But most different of all: the competition.
In May 2003, when Southwest entered Philadelphia, a big airport where few thought the carrier would ever tread, it faced financially feeble US Airways Group as its primary foe.
Now, in what many feel will be the most intriguing airline battle of the next few years, Southwest is bringing its low-fare, no-frills service into the second-largest hub of global carrier United Airlines Inc.
United and its regional affiliates control 57 percent of the traffic at 10-year-old Denver International Airport, and it's poised to come out of bankruptcy protection soon with much leaner costs.
"We're always going to be competitive on price with Southwest because we compete with them around the country," said Robin Urbanski, a United spokeswoman.
Denver is also home to Frontier Airlines Inc., which has 18 percent of the market.
Frontier boasts an all-new Airbus fleet featuring cute animals painted on the planes' tails.
Although it's considered a low-cost carrier, Frontier offers passengers amenities including satellite television.
"We're perhaps still an unknown to a lot of people out there," said Jeff Potter, Frontier's chief executive, "but we've got a tremendous amount of loyalty here."
Southwest, of course, didn't get to be the nation's largest domestic carrier in terms of passengers without some bravado.
"We would put our product up against anybody's," said Southwest spokeswoman Paula Berg. "We're not afraid of anyone."
Challenges and changes
Southwest's announcement on Oct. 20 that it would launch service from the Mile High City after a 20-year absence surprised many in the airline industry. The carrier has historically shied away from taking on the big network carriers at their hubs, preferring instead to fly from smaller airports where it can be dominant.
That's the main reason Southwest says it prefers serving North Texas from its home airport, Dallas Love Field, rather than flying from Dallas/Fort Worth International Airport, where the world's largest carrier, American Airlines Inc., has 800 daily departures at its biggest hub.
United's Denver operation is about half that size, though, making it a less risky proposition to become the "LUV" airline's 62nd city, said Gary Kelly, Southwest's chief executive.
The biggest barrier for Southwest at Denver International has always been costs. Airlines paid as much as $17 per passenger to fly them through the airport in its early days, more than Southwest paid at any of its airports. Today, Frontier pays about $9 per head in expenses, and Southwest looks to get a similar deal.
Frontier takes credit for helping lower overall costs in Denver by bringing more passengers through the airport, generating fees and concession dollars. But the airport also has refinanced a lot of its debt in recent years, and it has held off on new construction and hiring, said Sally Covington, its deputy manager of aviation.
At more than 50 square miles in size, Denver International will challenge Southwest's ability to turn planes around quickly, a key factor in why Southwest is profitable even as many of its rivals lose money. Airport officials said with none of the six runways intersecting, Southwest planes should spend little time on the ground.
Also, because of frequent snowstorms in Colorado, Southwest will also be highly dependent on Denver's de-icing systems working well, said Dave LaPorte, Southwest's Denver station manager. De-icing systems have been improved, according to the airport.
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