Southwest couldn’t fly outside of Texas because they chose to use Love field as their base. Love was cheap for them to get into because flights from there had already been restricted in an attempt to shift commercial flights to the fledgling D/FW international airport. Two airports in Fort Worth were similarly restricted and shifted entirely to general aviation.
Southwest back then was a very different airline vs. today; they acted more like a bus service between the major Texas cities than an airline- cheap fares, departures every 20 minutes to each destination, tickets generally available on extremely short notice without a markup.
They had to change their operating model significantly after 9/11 because of the new security measures. For example, They were exclusively using at-gate checkin, with reusable boarding cards that you gave back when you got on the plane.
That’s the origin of their first to checkin is first to board system; it originally reflected the order people physically arrived at the gate. And with the frequent departures, the first boarding card generally went to someone who had just missed the previous plane; there was no upcharge or hassle for getting on an earlier plane than you had a ticket for, so long as there were seats available.
Southwest was founded before deregulation and planned to fly exclusively intra-Texas routes to avoid federal route & fare planning. Obviously they also saw a market for the shuttle service they were running.
Separately, as part of the plan to build DFW all operating airlines at Dallas and Ft Worth signed agreements to move all service to the new airport once it opened. Key word: operating, Southwest wasn’t flying yet when the agreement was signed.
Between the agreement and DFWs opening Southwest started flying their shuttle service. Knowing that wouldn’t work from DFW, and since they hadn’t signed the agreement to leave, they planned to stay at Dallas-Love.
This sparked a bunch of lawsuits and other fights but the end result was the Wright Amendment which heavily restricted flights from Dallas-Love. The restrictions were a response to Southwest, not an initial factor in their plan. They were also another form of regulatory capture, since the incumbent airlines used their connections in the federal government to get a law passed restricting their competition.
Southwest back then was a very different airline vs. today; they acted more like a bus service between the major Texas cities than an airline- cheap fares, departures every 20 minutes to each destination, tickets generally available on extremely short notice without a markup.
They had to change their operating model significantly after 9/11 because of the new security measures. For example, They were exclusively using at-gate checkin, with reusable boarding cards that you gave back when you got on the plane.
That’s the origin of their first to checkin is first to board system; it originally reflected the order people physically arrived at the gate. And with the frequent departures, the first boarding card generally went to someone who had just missed the previous plane; there was no upcharge or hassle for getting on an earlier plane than you had a ticket for, so long as there were seats available.