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CPA :: New US airline brand

Airline Brand NewsPosted by The Blog Owner Wed, August 22, 2012 22:40:00

Los Angeles Times - At 91, Ted Vallas has a lofty ambition: starting an airline. Ted Vallas is the man behind California Pacific Airlines, which he is working hard to get off the ground with flights out of northern San Diego County.

At a time when major air carriers are filing for bankruptcy and merging to stay in business, is there anyone crazy enough to pull a Richard Branson and launch a new airline from scratch?

There is — and he's old enough to be Branson's father.

Ted Vallas, 91, is the man behind California Pacific Airlines, which he hopes will soon be flying out of Carlsbad in northern San Diego County.

In case you think he's kidding — and the serious-minded nonagenarian doesn't joke about business — he has already invested $6.2 million of his own money. Vallas has secured a gate at McClellan-Palomar Airport and has leased one airplane, a new 72-passenger, narrow-body Embraer jet.

The plan is to start with service to not-too-distant cities such as San Jose, Oakland and Sacramento and eventually expand to more distant destinations.

Vallas, who made a fortune building and running golf courses, has no illusions about enjoying a long career in the airline industry.

"I'm at the end of my line," said Vallas, whose sky-blue eyes give him the spry look of a younger man. "This is going to be, in a sense, my legacy."

Airline analysts say his chances of success are slim. The industry is littered with failed airlines and idealists whose big dreams never took flight. Vallas was one of those dreamers. He owned a charter airline that he sold in 1997 after he became a victim of an embezzlement scheme.

"It's not the most sane way to make a living," said Henry Harteveldt, an airline analyst with Atmosphere Research Group in San Francisco. "But if you do your homework and take a disciplined approach, then maybe you can make some money."

Vallas' target market is the 1 million or so residents of northern San Diego County who must drive to San Diego International Airport, John Wayne Airport in Santa Ana or even Los Angeles International Airport to catch flights.

It's an underserved market, he said, and he has the cost advantage of being nonunion, unlike most major airlines.

Several years ago, Vallas funded his own marketing survey, which found that 40% of passengers who fly out of San Diego's airport live in northern San Diego County.

"I'm only doing it because there's a golden opportunity here," he said. "The demand is here, and that is a proven demand."

If Vallas' airline flops, it won't be because his work ethic. He puts in nine hours a day at his office in an industrial park about a mile from the airport. He spends an additional four hours nightly at his home in Encinitas crunching numbers and studying Federal Aviation Administration regulations.

And even then, he said, he has energy to play a round of golf each Saturday.

June, his wife of 62 years, doesn't complain, Vallas said. "She has never objected to what I do."

Vallas, who grew up in Iowa, traces his passion for planes to his enlistment in the Navy at age 18 during World War II. "A Navy pilot was considered choice back then," he said.

Even now his neatly furnished office is adorned with drawings of airplanes. There is also a black-and-white portrait of him, looking clean-cut and serious, in his Navy uniform. But he was never a Navy pilot.

Vallas said he had just started in pilot training school when he was deployed to a new aircraft carrier and eventually assigned to gunner duty on dive bombers and torpedo planes. The war ended without him getting back to pilot training.

After the Navy, Vallas earned a master's degree in business administration from California Western University in San Diego, now called California Western School of Law, and launched a series of business endeavors, including a wind tunnel and instrumentation firm.

The first aircraft, an Embraer 170, shows off the beautiful aircraft livery design of California Pacific Airlines with Mr. Ted Vallas in the foreground.

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Posted by Remy Fri, August 24, 2012 15:32:11

Well !...sometimes it is worth it to send a rocket email to CEO arguing to "immedialty" call a designer to rescue...This team was smart enought to understand that the future of CPA was "solely" depending of aircraft but their brand the pertception of thier image wil play alot in the company success. Good job guys. They have listen to the creative warning (did not call me to get the job done) who cares...the result is very nice, attractive, elegant. Love th tail livery very much :-)...Good luck Ted Good luck CPA