In stride with the 747, In 1971 United introduced the DC-10 Friend Ship, the "plane designed to please everybody." The Friend Ship included three passenger cabins one first class, seating thirty-two passengers in individual seats, one coach cabin seating forty-four passengers in individual seats, and a second coach cabin one hundred and twenty passengers in individual seats. United marketed the Friend Ship to the public describing, “It’s big. It’s beautiful. Above all, it’s an exciting world of comfort. Large, roomy seats, a convivial cabin atmosphere, and intimate lounges highlight the uncommon elegance you’ll enjoy aboard this unique – and most modern aircraft." The DC-10 took its inaugural flight on August 29, 1970.25 Scheduled commercial flights began August 5, 1971.
The DC 10 Friendship had a circular stairway, a special Red Carpet room at the top of the stairway, 8-large seats available to first class passengers, a service galley and bar. There was a front office where cockpit crew performed chores and 294 coach seats.
|
|
|
|
|
|
1970 Brochure, Click on each panel to see a larger version
|
In an effort to enhance the level of service given to passengers United decided to convert two areas of the cargo compartment into airborne kitchens, complete with freezers, convection ovens, a dumbwaiter and an elevator for two. Here, specially designed meal containers are wheeled aboard and stored in the freezers until serving time, when they are popped into electronic ovens, assembled on individual trays, then sent via dumbwaiter to the upper level where main deck stewardesses serve them piping hot to the passengers.26 Moving the galleries to the lower deck of the plane, was a unique move, ending the once open for service, kitchen feel that previous planes had had.
First class section passengers were given a choice of three entrees. As advertised, “Meals will come on newly designed china, accented by elegant new crystal, new linen and flatware." Coach passengers were also given a choice of three entrees, with meal trays, china, flatware and linen redesigned to reflect the new standard of jet travel.27 An advertisement in the Mainliner (United's in-house magazine) from Fairchild Hiller Stratos-Western even read: “how ingenuity freed the in-flight galley slave.”28 (Show advertisement)
Key to  the 1971 description is the “convivial cabin atmosphere” that UAL marketed with this plane. This tactic was the basis of United’s marketing strategies. Flight was about more than commuting, it was about living aloft. Much of the “convivial cabin atmosphere was sacrificed. By March of 1973 the brief period of the friendship lounge had come to a close. This was marked as United put up for sale the coach lounge seats in March of 1973 a measure used to increase revenue until coach lounge removal.29
Some examples of primary documents used to examine UAL's conscious decision to change the experience of flight from one that was special and personal to one that was more about reaching destinations are the following excerpts from Washington Stewardess Service's weekly publication the Capitol News.
January 5, 1972: "Stretch7 27 Conversion"
Six Boeing 727-222 airplanes used on the Pacific Coast commuter run will be converted to a dual-class configuration starting next month. Modification of the 151 passenger aircraft into the new 123-seat (28 first class, 95 Coach) configuration will be completed in March. (Capitol News, January 5, 1972, p.2, "Stretch 727 Conversion").
January 18, 1972
Super DC-8 Refurbishment
All 33 of United's DC-8-61 and DC-8-62 aircraft now sport a colorful new carpet and bright new upholstery as a result of major program to give a "swinging" look to the Super DC-8 interiors. The new carpets are mottled red in first class and mottled blue in coach, while seat upholstery mixes solid pastel shared and bright bold patterns in both cabins" (Capitol News, January 18, 1972, p.1, "Super DC-8 Refurbishment").
February 3, 1972: "747 Friendship Lounge"
On February 28, UAL's 13th 747 Friend Ship joins the fleet to mark the first 747 delivery for 1972 and introduction of the "new look" in upper deck lounges. Expanded by 70'' aft of the rear bulkhead, the new lounge will incorporate 10 windows on each side, compared with 3 in the current configuration. Added features are a sideboard buffet, a curving banister which looks like a room divider, a revised seating configuration and a new Hawaiian décor. The modified lounge will be on the last six 747's delivered to United"
February 1, 1973: "The 737 New Look"
There are several marketing and economic reasons behind this change. There is a high demand for the availability of more coach seats versus first class. Our revenue will increase by $10 million a year. (The conversion cost is $300,000.) By increasing the number of passengers on our short haul flights, we feed more passengers into our long haul market, United's real profit area. There is a placard inside the door above the forward coatroom describing the important changes in "The 373 New Look". Be sure to read it (Capitol News, February 1, 1973, p. 4, "The 737 New Look…").
May 21, 1973: "Jumbo Lounge Removal"
The decision to remove our lounges was a strategic move to avoid making a fare reduction on our lounge-equipped aircraft. TWA had filed with the CAB for a fare reduction on their non-lounge equipped aircraft and it would have been necessary to reduce our fares to remain competitive.
We are concerned about our passengers' reaction to the lounge removal. But, we are even more concerned about the effect of their removal on those of you who have done such a great job of merchandising them. In an attempt to retain the freedom of movement, which the lounge concept gave our passengers, space will be provided on both the 747 and DC-10 for portable service bars. We feel that these areas will improve our service to our passengers and that you will find them helpful in selling our product (IADSW: JUMBO, May 21, 1973, p. 3).
July 1, 1973: "Lounge Removal"
Although the lounges are removed on the DC-10, it will take Engineering several months to outfit the aircraft with a new windscreen. This facility just forward of the third row of seats zone B., will provide a cross aisle for boarding and a place to park coach carts for a satellite service. Half of the present carry-on luggage module will be centered flush against the windscreen. Until this is done, the first row of B zone seats will be removed…So, you will be flying two different configurations of DC-10 aircrafts (1) 204 coach seats and (2) 200 coach seats (only 196 saleable) with the fist row in B zone removed (Capitol News, July 1, 1973, p. 7, "Lounge Removal").
April 15, 1974: "New Seating on Super DC-8"
Note: This information was borrowed from Chicago's Inflight Services Newsletter.
Super DC-8 main cabin seating reverts to six across, starting April 15th. The entire fleet will be changed over by june 30th. This will increase the number of main cabin seats from 129 to 156, with the popular table-for-two feature. First class remains the same at 28 seats. During the transition, be sure to tell the passenger agent meeting your trip of the seating configuration so he has the correct info for seat assignments on the next segment. The reason for the change is the heavy demand for space on these airplanes. The DC-8-62's will also return to six across seating; plane number 2271 has already been modified. If you have any problems with serving procedures or passenger reaction, please contact the Training Dept (Capitol News, April 15, 1974, p. 1, "New Seating on Super DC-8").
December 4, 1974: "Loungeless 747's"
That's right as of December 1, the first loungeless 747 went into operation. We hope to have the entire fleet of 747's converted by February 28, 1975. Why are we doing it????? The major carriers have agreed to remove Y lounges pm wode-bodied aircraft subsequent to a number of court actions and CAB investigations. All costs are soaring…this is one of few ways we have to improve productivity. Passengers don't want to pay higher fares (underlined) for a lounge. But, we'll have an advantage - two passenger service facilities will be installed --- they're standup bars which give passengers a place to go to get drink…they have enclosed shelves for miniatures, ice, mixes, etc. They can also be set up as an auxiliary buffet across one entrance. These service facilities will be used for specialties like deli-services, punch bowl parties, and tidbits (Capitol News, December 4, 1974, p. 6, "Loungeless 747's).
Spatial design offers scholars a new window through which they can view the past.  This is especially true inside of the workplace. In this brief overview you have seen how one airline developed inflight service, adding kitchens/galley (also adding to the workload and changing the image of the stewardess from that of a nurse’s aide and safety professional to that of a flying waitress). Wide-bodied jets replaced narrow body planes. This occurred in an effort not only to increase passenger numbers, but also to create a club-like atmosphere in the sky, making it a place that appealed to passengers. People wanted to spend leisure time aloft, and they dressed in their best to do it.
When the galley was moved to the lower out-of-sight level of the plane, the spheres of the worker and passenger became truly separate. The airborne community  started to understand that they were playing more-than-separate roles. With the increase in passengers, the level of intimate service also decreased, as flight attendants strengthened their numbers in their unions they began to function as separate parts in a factory line on the plane.  On into the 1970s the experience of flight, like the notion of the fantastic stewardess had been replaced with a more neutral, less fantastic, highly commercialized, commuter experience. The story of social spaces in high above places continues to change with the challenges of a post-9/11 environment today. There is a resurgence in passenger connectedness, and as the airlines industry tightens its belt, inflight service has taken a back seat, and the flight attendant has re-emerged as a public figure, noted for being a safety professional.
|
|
|
