fred reid CEO, virgin america

Keynote Presentation Topic

"Could getting there be more than half the fun?"

Fred Reid, the CEO of new start-up, domestic airline Virgin America, will share his experiences in building a new airline that is pushing the boundaries of the industry by asking a very simple question: how do people like to travel now? While relatively cheap, efficient air travel has literally redefined the way we live in the past several decades, is the airline industry still looking to the future? Travelers can now shop for customized ecotourism packages among other trips at cut-rate prices, but the airline industry is still living in a very different era. Virgin America has set its sights on writing a new chapter in the low-fare carrier book, by creating a travel experience that is customer-driven, innovative, fresh, and maybe even just a little bit fun. From custom-designed leather seats and cool mood lighting in the cabins, to the most advanced inflight entertainment system in the skies, Reid will also share how Virgin America’s new model managed to draw some serious fire from the competition, before it even got off the ground.

Biography

Fred Reid has held executive roles with four of the world's biggest airlines over three decades. Twenty-five years of airline management experience has landed him at the helm of Virgin America. It is the latest opportunity with his fifth airline where he is most excited to play a leading role. As CEO of the U.S. start-up airline Virgin America, Fred has the rare privilege of starting with a clean canvas to create a fresh and consumer-driven new airline. Despite his tenure in a tough business, he knows that there is fun to be had. He has gathered, and is leading, a team of 60 dedicated people with the goal of growing to more than 125 by the airline's launch. His vision is that together the company will create and deliver an airline that people love. As a result, he is overseeing all strategic and operational facets of Virgin America – everything from the choice of wine or video games on board to the airline's network, distribution and tech ops strategies. He also maintains a career-long commitment to an open-door policy that helps create an engaged team through frequent, open communications and information sharing across the organization. He has long-been an advocate of change and innovation in the airline industry. Among his recent achievements as President of Delta, he oversaw the creation of the airline’s low-fare Song branded airline, and headed Delta Connection, the world's largest fleet of regional jets. He was instrumental in building SkyTeam, the world's most integrated global airline alliance and directed the successful acquisition of regional carriers ASA and Comair. Prior to joining Delta, Fred was President and Chief Operating Officer of Lufthansa German Airlines, where he was the first U.S. national to lead a major international airline. He played a main role in developing Lufthansa's strategic international alliances and contributed significantly to the airline's privatization and return to profitability. Between 1976 and 1991, Fred held various management positions at Pan American World Airways and American Airlines, based in Western Europe, the Middle East and South Asia. With Virgin America, his goal is to launch an airline with low fares with high consumer value that exemplifies great customer service and that is professional but doesn't take itself too seriously. He recognizes that a lot of other airlines don't want to see Virgin America enter the marketplace and he doesn't "blame them for being a little worried." Like his new airline, Fred is native of San Francisco and graduated in 1973 from the University of California at Berkeley with a B.A. in Asian studies. He is a member of the Board of Directors for AMB Property Corporation, a leading owner and operator of airport real estate based in San Francisco; and also serves on the Advisory Board for the Taub Institute for Research on Alzheimer's disease. More information available at www.virginamerica.com.