One of the key players in the success of Frontier Airlines is Sam Addoms. The former president of Denver National Bank and later CFO, then president and CEO of Monfort of Colorado brought plenty of financial and business expertise to the Frontier team both before and after its successful launch. He served as president of Frontier from September 1994 to August 2001, CEO from January 1995 until his retirement in April 2002 and now serves as chairman of the board of directors for Frontier airlines.
How did an English Literature major from Wesleyan University wind up in banking and later in aviation? As an English Lit major you have to find an employer willing to train you. In the banking industry I entered a 2 and 1/2 year training program that I managed to complete in 3 years.
Who served as an important career influence for you? Ken Monfort was perhaps the most important influence on my career. He gave me my first opportunity to manage a profit center in 1972. Turning that Division around with Wayne Harrison led to additional assignments as I learned to manage "on the job."
What was the industry reaction when you launched Frontier in 1994? Did anyone think that you could succeed? The general reaction to Frontier's startup was pretty interesting. The employees had tremendous enthusiasm, the City had only a slight interest, the State wouldn't buy any airline tickets, and the public was reasonably accepting. It took several years before local businesses weighed in. Our service pattern was weak, we began by flying old aircraft and experienced plenty of downtime, but our employee enthusiasm made the difference---and still does.
Why was Denver chosen as the headquarters and main hub for Frontier? The new airport at DIA was going to unblock Denver as a mediocre connecting point within the national air traffic system. To Frontier's founders it represented a unique starting point, to remake Denver as an all weather hub using very competitive all coach value pricing. While we began flying from Stapleton Airport, the business was designed for the new airport.
Frontier passed the 10-year mark in 2004, what do you think has contributed to the company's survival in these rough times for passenger aviation? Survival was attributed to many people who came up with ideas and concepts that enabled us to succeed "in the moment" and to a group of employees who took pride in themselves, in one another and in the airline. There were so many awardees for the "Saved the Airline" buttons that we couldn't afford to pay for them all. And it included many outside the company as well, investment bankers, suppliers, advisors, and members of the community.
How many employees do you think believed you when you gave that speech stating "all information is available to anyone at anytime." Do you think it still holds true? Having "No secrets" made a lot of sense to me. I hated secrets whether it was in own my family or with earlier employers. It keeps people off the front page of a company's business and they invariably find a way to learn the secrets anyway. Lots of folks used to challenge this idea and I don't know if they were ever disappointed, but I live the philosophy and wish more people did the same. It is very powerful.
The animals have been very popular - what does the future hold for them? Any romances? Promotions? Layoffs? Given the quality of Frontier's ad campaign and Frontier's outstanding Director of Advertising, Diane Willmann I should confess that these talking animal developments took place after I stepped down as CEO. Diane was always in my office suggesting that more should be done to bring these critters to life and I was too cheap to listen. Boy, do I regret it now, and I wouldn't want the fans of Jack, Larry or Foxy to know a thing about it
As valued "spokes animals" for Frontier do Larry, Foxy and the others get full company benefits? A seat on the board of directors? These animals are terrific employees. They don't complain and they eat so little you wouldn't believe it. As for putting them on the Board, I believe they could make our meetings a lot more interesting. Perhaps when we have a Sage Grouse on the tail it will be more appropriate to act.
The animals get their own gig - what about a Frontier Airlines reality show with the flight attendants in training? "As for Flight Attendant training I must confess that their graduation ceremony was my favorite employee event in the Company. Their training and the quality of what they do is clearly a distinctly positive part of the Frontier culture. I trust the competitors of Frontier won't watch and learn. The show will be a hit!"
