Since I posed the question, I might as well take a stab at it, though Art summed up most of my points quite nicely.
The first thing I would do is move the HQ to Charlotte. Not only would I want to live there, it would be much more central to the core of the operation. Philly would be an option, but the cost of doing business there, is probably too high.
Secondly, I'd get mobile offices set up at all the hubs, as well as DCA, BOS, LAS, LGA....then I'd get my butt out to each hub for a month straight, working on the line for at least 50% of the days, trying to understand what is working, and what is breaking down. I'd bust my arse off, to instill good ethic, and for everyone to see that I give a damn. I'd do the same, but maybe only 2 weeks at the focus cities.
Below are some specific ideas.
#1. There is a huge identity crises, and it goes well be beyond LCC vs. Legacy. The company needs to grow a pair, and say yes, we can compete with legacies, and don't need to wrestle it out in the mud. I'm not suggesting that they try to rival Asian carriers, but to offer a product that someone would willing pay a small premium over a true LCC and a product that a businessman would not be ashamed to admit he flew on at full afe. I think target pricing should be JetBlue + $20 per one-way fare. I'll get to product next.
#2. Product 🙂 I would again use JetBlue as an example. They should match them in seat-layout, leather seating, PTVs. For the extra $20 "premium", it buys a meal in coach for all trips over 2 hours, a decent size bag of chips, hot towel service, and of course the current dividend miles program, though I agree with another poster, elite status is award from "butt-in-the-seat" miles.
As part of product, I would reduce seating capacity. I think everyone can agree it has proven to be a disaster. In theory, yeilds would increase, fuel would decrease.
#3. Hubs/Focus Cities - Hubs are PHL, CLT, PHX, like them or not. There is no place else worth trying to establish a hub at this point. Focus Cities are BOS, DCA, LGA, LAS, obviously.....PIT is reduced further, sorry. I would increase LAX into a full focus city and try to establish focus city presence in Seattle. I would define focus cities as cities with non-stops to all semi-major cities in the region, all major cities (metro pop 2M+) on the respective side of the Mississippi, and to all hubs and other focus cities in the country....I believe LGA and DCA may be limited to trans-cons, so there would be a few exceptions.
#4. International Flying. Here are a list of what I consider potential new routes....get out your code cheat sheets.
SEA - ICN, KIX & PKG
LAX - KIX, PVG, AUK, Bangalore, Hyberabad
PHX - LGW & FRA
PHL - CPH, VIE, TLV, GRU, Berlin (new one once it opens)
BOS - OSL, FRA, MAN, FCO, LHR, Moscow, St. Petersburg (maybe)
CLT - LIM, EZE, BOG, SCL, PTY, CCS, GRU, GIG, ZRH, MAN, LHR, DUS, CDG, Berlin
I would sign a code-share with JetBlue to help build some of the Boston feed, but I believe most of those routes could stand on their own, especially with committed Star Alliance customers. Likewise, I might sign a code-share with Alaska to feed Seattle.
#5. I like the "swoosh", I'd keep it. I'm reluctantly happy with all Airbus and Embraer...I'd keep them.
More to come later on labor.....