I would base it out of OAK, and fly to Kansas City, Austin, Colorodo Springs, and Chicago Midway. I like the idea of OAK, because it is known for punctuality, and there would be no such thing as connecting flights. I would gradually expand to other airports. I would operate leased 735s and 733s (although idealy I would operate brand new A-318s and A-319s). Service would always be top priority, but motivated employees are the key to good service. I would have all business class seats. The seats would be 2x3 in leather, with adjustable headrests, and head towels over them. All seats would fully recline, and have a 34 inch seat pitch, except for the exit row. All seats would have laptop power ports, GTE phones, stereo headphones and headphone jacks, as well as the lastest in PTVs at every seat (or I might consider the JetBlue idea of live TV). The meals would be hot and healthy, and served on plates, with hot towels before and mints afterwards. Special meals would be available. Alcohol would be complimentary, but would be limited to 3 drinks per passenger, and any passenger who appears to intoxicated before then, will receive none. Complimentary newpapers would be available on-board, as well as magazines. Fares will start out at the upper end of the competitive level, and the normal fare rules will apply. Once a reputation is made, the fares can be raised slightly to more profitable levels. All staff will be hired by the airline, and undergo thorough training. Employees will receive competitive salaries, full benefits, and will receive large bonuses for high quality work. For example, whenever less than X amount of baggage is mishandled, baggage handlers get this award. This airline will, if you like, be "Midwest Express of the West". Speaking of Midwest Express, it would be great to offer a partnership with them, Midway, and Alaska/Horizon. This may all sound a bit far-fetched, but who knows, it could work.