planned to utilize multiple measures designed to increase revenue and decrease costs, many of which are now used by Spirit Airlines. Fares Advertised fares to all of the former target cities began at US$10 one-way; the price increased as more tickets were sold for that flight. Advertisements suggest that ten seats on each flight were sold at the promotional $10 fare. Other fares promoted by Skybus included a $20.08 fare sale (plus fees and taxes) to some of the airline's less popular destinations, to celebrate the New Year. Ticket prices for the remaining fares were expected to be around half the price of other airlines. These fares did not include taxes and other airport fees, however, which add about $10 to a one-way ticket. All fees included, the cheapest round-trip ticket for one adult would have cost approximately $40. Additional charges Skybus charged extra fees for almost everything other than the ticket itself. This is common among European low-cost carriers, but was almost unheard of at the time among major US carriers. Carry-on baggage (one bag plus one personal item) was free, but checked bags incurred an additional charge. The first two bags less than fifty pounds were $10 each online or $12 each at the counter, with each additional bag after two incurring a charge of $50 per bag. Overweight baggage, those weighing over fifty but under seventy-five pounds, was charged an extra $25, and all bags over seventy-five pounds were not accepted. Skybus did not through-check luggage onto connecting flights. Customers connecting on Skybus flights in Columbus were required to collect any checked luggage, then re-check it in Columbus for the second flight. Even though Skybus did not through-check luggage, delayed luggage was a continuing problem for its outsourced ground crews. Seating was first-come, first-served. Passengers paid an extra $10 per person per direction for priority seating, which allowed a passenger to board right after passengers with disabilities. On board, everything from food and drinks to pillows had an additional charge; once purchased, items did not need to be returned. In order to maximize revenue from these fees, Skybus attempted to strictly enforce its no outside food and drink policy. The airline required passengers dispose of food and drink before boarding the plane. Exceptions included baby formula or baby food, special food for those with a medical condition such as diabetes or severe food allergies, or those with