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Harding Luther Lawrence (July 15, 1920 – January 16, 2002) was executive vice president of
Continental Airlines Continental Airlines (simply known as Continental) was a major airline in the United States that operated from 1934 until it merged with United Airlines in 2012. It had ownership interests and brand partnerships with several carriers. Continen ...
and then president and chairman of
Braniff International Airways Braniff Airways, Inc., operated as Braniff International Airways from 1948 until 1965, and then Braniff International from 1965 until the cessation of air operations, was an American airline that operated from 1928 until 1982 and continues to ...
, a
Dallas, Texas Dallas () is a city in the U.S. state of Texas and the most populous city in the Dallas–Fort Worth metroplex, the List of Texas metropolitan areas, most populous metropolitan area in Texas and the Metropolitan statistical area, fourth-most ...
-based carrier. Lawrence's bold and dramatic accomplishments at both airlines earned him the reputation as not only a maverick of the transportation industry but as one of the last legendary titans of aviation. While at Braniff, Lawrence turned the conservative airline into a progressive and flamboyant carrier known for high fashion flight attendant uniforms, exemplary inflight service, and brightly painted planes. Lawrence' revolutionary approach included approving the "End of the Plain Plane" campaign in 1965, which called for imaginative aircraft paint schemes, interiors, and never before seen passenger service comforts. Previous airlines were commonly patterned after less than appealing military operations.


Early years

He was born in
Oklahoma Oklahoma ( ; Choctaw language, Choctaw: , ) is a landlocked U.S. state, state in the South Central United States, South Central region of the United States. It borders Texas to the south and west, Kansas to the north, Missouri to the northea ...
and grew up in
Gladewater, Texas Gladewater is a city in Gregg County, Texas, Gregg and Upshur County, Texas, Upshur counties in the U.S. state of Texas with a 2020 census population of 6,134. In the early 20th century, Gladewater was an oil boom town. In 1995, the Texas Legisla ...
. His father, Moncey Luther Lawrence (November 15, 1888 – March 12, 1954) was a school teacher and a Christian church minister in
Perkins, Oklahoma Perkins () is a city in southern Payne County, Oklahoma, United States. The population was 2,831 at the 2010 census, an increase of 24.6 percent from the figure of 2,272 in 2000. The name is derived from Walden Perkins, a congressman who helpe ...
and Gladewater. His mother, Helen Beatrice Langley Lawrence (December 6, 1897 – November 23, 1968) managed the Gladwater Hotel. Lawrence was very close to both of his parents and looked after them throughout their lives. Even with Lawrence's great success it was beyond his ability to get his mother to retire and move into a new luxurious home he had built for her in Dallas. She operated the hotel until her death in 1968.


Education and military service

Lawrence attended Gladewater High School, graduating two years early, but with a less-than-stellar academic record. He then attended Kilgore Junior College, where his grades earned him membership in an academic honors group. Lawrence was hired in 1940 by Dallas Aviation School, where he became Director of Flying. The school was founded by Major William F. Long, who would employ Lawrence in two additional aviation positions after his wartime service. Lawrence also attended the
University of Texas at Austin The University of Texas at Austin (UT Austin, UT, or Texas) is a public university, public research university in Austin, Texas, United States. Founded in 1883, it is the flagship institution of the University of Texas System. With 53,082 stud ...
, where he obtained a Bachelor of Business Administration in 1942. He served in the
US Army Air Forces The United States Army Air Forces (USAAF or AAF) was the major land-based aerial warfare service component of the United States Army and ''de facto'' aerial warfare service branch of the United States during and immediately after World War II ...
for two years during World War II, training with the
RAAF The Royal Australian Air Force (RAAF) is the principal aerial warfare force of Australia, a part of the Australian Defence Force (ADF) along with the Royal Australian Navy and the Australian Army. Constitutionally the governor-general of Aus ...
in Dallas, Texas, and
Toronto Toronto ( , locally pronounced or ) is the List of the largest municipalities in Canada by population, most populous city in Canada. It is the capital city of the Provinces and territories of Canada, Canadian province of Ontario. With a p ...
,
Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...
, and with LAAF at Sheppard Field and
Bryan, Texas Bryan is a city in and the county seat of Brazos County, Texas, United States. It is located in the heart of the Brazos Valley (East and Central Texas). As of the 2020 census, the city had a population of 83,980. Bryan borders the city of C ...
. He served in Toronto and at the LAAF Base Unit in
Lemoore, California Lemoore (formerly La Tache and Lee Moore's) is a city in Kings County, California, United States. Lemoore is located west-southwest of Hanford, at an elevation of . It is part of the Hanford-Corcoran Metropolitan Statistical Area (MSA Code 252 ...
. Lawrence married Jimmie George Bland of
Greenville, Texas Greenville ( ) is the county seat of and the most populous city in Hunt County, Texas, United States, located in Northeast Texas approximately northeast of Dallas, Texas, Dallas and northwest of Canton, Texas, Canton. As of the 2020 United Stat ...
, in 1942. They had three sons and one daughter during their marriage. The couple divorced in 1966.


British Flying Training School

The No. 1 British Flying Training School in
Terrell, Texas Terrell is a city in the U.S. state of Texas, located in Kaufman County. As of the 2020 census, its population was 17,465. Terrell is located about east of Dallas. History Terrell developed as a railroad town, beginning in 1873 with the con ...
, hired Lawrence in 1942. Major William F. Long, founder of Dallas Aviation School, also founded the Terrell RAF Cadet School in 1940. The US had just entered World War II and the civilian school procured a government contract to train British pilots. Lawrence's duties included that of Link Trainer instructor. His abilities were quickly noticed, and he was subsequently promoted to supervise the school's maintenance department. Mr. Lawrence was promoted to director of the school. He remained with the school until 1944, and then spent two years on active duty with the US Air Force. The No. 1 British Flying Training School Museum, Inc., is dedicated to the preservation of the school's history. On July 23, 2017, a Braniff Trail Historical Plaque was dedicated at the No. 1 British Flying Training School Museum to honor Harding Lawrence's earliest aviation job. The plaque is one of over 30 that will be placed around the world at locations that were important to the history of Braniff Airways.


Essair and Pioneer Air Lines

After his release from the military, a flight school administrator from Terrell, Texas offered him a job in 1946 with Essair, a small commuter carrier based in
Houston, Texas Houston ( ) is the List of cities in Texas by population, most populous city in the U.S. state of Texas and in the Southern United States. Located in Southeast Texas near Galveston Bay and the Gulf of Mexico, it is the county seat, seat of ...
, which was also founded by Major Long. Essair became Pioneer Air Lines, and merged with
Continental Airlines Continental Airlines (simply known as Continental) was a major airline in the United States that operated from 1934 until it merged with United Airlines in 2012. It had ownership interests and brand partnerships with several carriers. Continen ...
on April 1, 1955. While in Houston, Lawrence attended
South Texas College of Law South Texas College of Law Houston (STCL or South Texas) is a private law school in Houston, Texas. It was founded in 1923 when the YMCA made the decision to establish a law school with a focus on offering night classes for working professi ...
and received his LLB in 1949. He attended school at night while working at Pioneer during the day.


Continental Airlines

The merger with Continental put Lawrence directly under the mentoring of Continental founder and President Robert Six, the long time CEO of Continental. Under his tutelage. Lawrence honed his airline administration skills. Six was quoted as saying "one of the biggest reasons we merged with Pioneer was to get Harding." Lawrence, at the time of the merger in 1955, was made Continental's vice president of traffic. He was elevated to executive vice president in 1958 remaining in this position until 1965, when he became President of Braniff International. During his ten-year tenure at Continental the airline grew by 500 percent.


Braniff International Airways

In early 1965, Lawrence was seen throughout the Braniff International operation at
Dallas Love Field Dallas Love Field is a city-owned public airport in the neighborhood of Love Field, Dallas, Love Field, northwest of downtown Dallas, Texas., effective April 17, 2025. It was Dallas' main airport until 1974 when Dallas Fort Worth Internation ...
. He had pen and paper in hand and appeared to be watching the bustling Braniff schedule with a keen intensity and specific interest, writing down everything that he saw. Everyone wondered who this was and what was his interest in Braniff. Braniff employees soon found out he was their new president, hired by insurance magnate Troy V. Post, chairman of Greatamerica Corporation, to turn Braniff into a world class global airline. Braniff co-founder Thomas Elmer Braniff was an insurance magnate and now the third major owner (Senator William A. Blakley was the second largest owner of Braniff after 1954) of Braniff was also an insurance executive. Lawrence engineered a remarkable airline overhaul during his 16 years with
Braniff International Airways Braniff Airways, Inc., operated as Braniff International Airways from 1948 until 1965, and then Braniff International from 1965 until the cessation of air operations, was an American airline that operated from 1928 until 1982 and continues to ...
. He retired on December 31, 1980, after a long battle to save Braniff from bankruptcy due to the competitive pressure of deregulation combined with a national economic downturn and unprecedented rises in fuel costs. During his first month at Braniff, Lawrence executed an order for 12 new
Boeing 727 The Boeing 727 is an American Narrow-body aircraft, narrow-body airliner that was developed and produced by Boeing Commercial Airplanes. After the heavier Boeing 707, 707 quad-jet was introduced in 1958, Boeing addressed the demand for shorter ...
aircraft, The aircraft had already been selected before his arrival but not yet ordered. These airplanes were the C model with a large freight loading door at the front of the aircraft, which allowed Braniff to begin late night cargo service while during the day regular passenger service was operated with the aircraft, doubling the 727 utilization rate and allowed Braniff to open a new cargo business that was called AirGo. The new 727s could also be outfitted in a cargo/passenger configuration, if needed. The 727 would become the backbone of the Braniff Fleet and the key aircraft in its 1971 Fleet Standardization Plan that called for only three aircraft types: Boeing 727 on domestic service, 747 for Hawaii, and DC-8 for South America. When Lawrence took office in May, 1965, Braniff operated thirteen different aircraft types. Lawrence also increased daily utilization of its aircraft which increased revenue without adding more aircraft to the fleet. Throughout Lawrence's tenure Braniff achieved record revenues, profits and traffic as detailed in month after month of Braniff B Liner Employee Newsletters, financial statements, and company annual reports. Under Lawrence's administration Braniff business volume grew from 100 million USD in 1965 to over 1.5 billion USD in 1980 and nearly doubled its passenger market share. Even during 1980 Braniff continued to set record traffic levels and revenues. Lawrence was bold with his management of Braniff even attempting to take over the much larger
Pan American World Airways Pan American World Airways, originally founded as Pan American Airways and more commonly known as Pan Am, was an airline that was the principal and largest international air carrier and unofficial overseas flag carrier of the United States for ...
, Inc. in the early 1970s, which would have served the dual purpose of making Braniff a worldwide air carrier and giving Pan Am access to a United States domestic feeder system. Pan Am's Chairman
Najeeb Halaby Najeeb Elias "Jeeb" Halaby Jr. (; November 19, 1915 – July 2, 2003) was an American businessman, government official, aviator, and the father of Queen Noor of Jordan. As a United States Navy test pilot he is known for making the first transco ...
unfortunately refused the idea, preferring to pursue a merger with international competitor
Trans World Airlines Trans World Airlines (TWA) was a major airline in the United States that operated from 1930 until it was acquired by American Airlines in 2001. It was formed as Transcontinental & Western Air to operate a route from New York City to Los Angeles ...
.


Retirement and final years

In retirement Lawrence consulted for
Pan Am Pan American World Airways, originally founded as Pan American Airways and more commonly known as Pan Am, was an airline that was the principal and largest international air carrier and unofficial overseas flag carrier of the United States for ...
at the request of his former associate C. Edward Acker in the early 1980s. ( Ed Acker was executive vice president and president of Braniff from 1965 until 1975 and became Chairman of Pan Am in 1981.) During the 1980s, Lawrence worked at Wells Rich Greene advertising agency alongside his wife, advertising legend
Mary Wells Lawrence Mary Georgene Wells Lawrence (née Berg; May 25, 1928 – May 11, 2024) was an American advertising executive. She was the founding president of Wells, Rich, Greene, an advertising agency known for its creative work. She was the first female CEO ...
who Lawrence married in November, 1967. Mary Wells Lawrence sold her advertising firm Wells Rich Greene in 1990. The Lawrence's enjoyed retirement throughout the 1990s and bought and sold real estate as a side line. On September 22, 2001, Lawrence returned to his hometown of Perkins, Oklahoma, to act as grand marshal of the annual Old Settler's Fall Harvest. The theme for the 2001 Harvest was "Pioneers of Transportation" with Lawrence as the honored guest. The Perkins City Commission declared the Saturday event as "Harding L. Lawrence Day" and recognized Lawrence for his contributions to the airline industry. Lawrence was accompanied to the Festival by his wife Mary Wells Lawrence, Mrs. Henry (Kathleen) Ford II, Ed and Sandy Acker, Jere Cox, and over 40 other family members and Braniff associates. Lawrence was inducted into the Oklahoma Aviation and Space Hall of Fame at the Omniplex at
Oklahoma City, Oklahoma Oklahoma City (), officially the City of Oklahoma City, and often shortened to OKC, is the List of capitals in the United States, capital and List of municipalities in Oklahoma, most populous city of the U.S. state of Oklahoma. The county seat ...
, on Saturday, September 22, 2001, the evening after the festivities in Perkins. Ed Acker presented the medal to Lawrence inducting him into the Hall of Fame. He was honored with a video history of his career followed by the induction. Lawrence gave a thirty-minute speech about the state of the airline industry using no notes or aids. This, his final public speech, received a standing ovation. Lawrence died of pancreatic cancer at his villa in
Mustique Mustique is a private island in Saint Vincent and the Grenadines. It is part of the Grenadines, a chain of islands in the West Indies. The island is located within Grenadines Parish, and the closest island is the uninhabited Petite Mustique, ...
,
Saint Vincent and the Grenadines Saint Vincent and the Grenadines, sometimes known simply as Saint Vincent or SVG, is an island country in the eastern Caribbean. It is located in the southeast Windward Islands of the Lesser Antilles, which lie in the West Indies, at the south ...
, at the age of 81 on January 16, 2002. He was preceded in death by his son Harding L. Lawrence, Jr, in 1945, and his parents. He was survived by his son James B. Lawrence of
Greenville, Texas Greenville ( ) is the county seat of and the most populous city in Hunt County, Texas, United States, located in Northeast Texas approximately northeast of Dallas, Texas, Dallas and northwest of Canton, Texas, Canton. As of the 2020 United Stat ...
, his ex-wife, Jimmie George Bland Lawrence, his wife Mary Wells Lawrence, a son State Rights Lawrence of
Greenwich, Connecticut Greenwich ( ) is a New England town, town in southwestern Fairfield County, Connecticut, United States. As of the 2020 United States census, 2020 census, it had a population of 63,518. It is the largest town on Gold Coast (Connecticut), Connectic ...
, and three daughters Deborah M. Lawrence of New York City, Kathy Bryan of
Red Bank, New Jersey Red Bank is a borough in Monmouth County, in the U.S. state of New Jersey. Incorporated in 1908, the community is on the Navesink River, the area's original transportation route to the ocean and other ports. Red Bank is in the New York metro ...
and Pamela Lombard of
Geneva Geneva ( , ; ) ; ; . is the List of cities in Switzerland, second-most populous city in Switzerland and the most populous in French-speaking Romandy. Situated in the southwest of the country, where the Rhône exits Lake Geneva, it is the ca ...
, Switzerland. At the time of his death Lawrence had seven grandchildren.


Board memberships

* First National Bank of Dallas * Dallas Council on World Affairs * Pioneer Airlines * Braniff Airways, Inc., Chairman * Braniff International Corporation, Chairman * Cessna Aircraft Corporation *
Ling-Temco-Vought Ling-Temco-Vought (LTV) was a large American conglomerate which existed from 1961 to 2001. At its peak, it was involved in aerospace, airlines, electronics, steel manufacturing, sporting goods, meat packing, car rentals, and pharmaceuticals, ...
, Inc. * Norton Simon, Inc. * King Resources Company * Dallas County United Fund * Dallas Grand Opera Association * Travel Program for Foreign Diplomats * Pan American Society of the US, Inc.


Other memberships

* Air Traffic Conference of America, president, 1950, organization of the traffic and sales officials of nation's 23 scheduled airlines * Council for Latin America, trustee * Delta Theta Phi Law Fraternity * Airlift Committee, National Defense Transportation Association * Advisory council, University of Texas Business Administration Foundation *
Wings Club The Wings Club, also known as the Wings Club of New York, is a social and professional club established for aviators, based in New York City. Founded in 1942 by a group of American aviation pioneers, it is known for its monthly lunches, annual di ...
, president, 1973


Honors

* Order of Balboa, 1967, awarded by the president of
Panama Panama, officially the Republic of Panama, is a country in Latin America at the southern end of Central America, bordering South America. It is bordered by Costa Rica to the west, Colombia to the southeast, the Caribbean Sea to the north, and ...
* Title of Commander,
Order of Bernardo O'Higgins The Order of Bernardo O'Higgins () is an award issued by Chile. It is the highest civilian honor awarded to non-Chilean citizens. This award was established in 1965 and named after one of the founders of the Chilean state, the independentist gener ...
, March 21, 1968,
Santiago, Chile Santiago (, ; ), also known as Santiago de Chile (), is the capital and largest city of Chile and one of the largest cities in the Americas. It is located in the country's central valley and is the center of the Santiago Metropolitan Regi ...
, awarded by the Government of Chile, highest civilian honor * Order of the Sun,
Peru Peru, officially the Republic of Peru, is a country in western South America. It is bordered in the north by Ecuador and Colombia, in the east by Brazil, in the southeast by Bolivia, in the south by Chile, and in the south and west by the Pac ...
's highest civilian decoration * Gold Key Award, 1970, awarded by the Avenue of America's, other recipients include
David Sarnoff David Sarnoff (February 27, 1891 – December 12, 1971) was a Russian and American businessman who played an important role in the American history of radio and television. He led the Radio Corporation of America (RCA) for most of his career in ...
and
Nelson Rockefeller Nelson Aldrich "Rocky" Rockefeller (July 8, 1908 – January 26, 1979) was the 41st vice president of the United States, serving from 1974 to 1977 under President Gerald Ford. He was also the 49th governor of New York, serving from 1959 to 197 ...
* Distinguished Alumnus Award, awarded by the University of Texas, other recipients include Dr. Denton Cooley * '' Travel Digest'' concluded that Harding Lawrence contributed the furthering of unity and understanding for the peoples of the Western Hemisphere and for the development of Inter American Trade and Tourism * America's Award, 1978, awarded by America's Foundation for his innovative ideas unstinting labors in the development of trade and travel between the Americas which has brought about a closer cultural interchange and fostered friendship and understanding among the nations and peoples of this hemisphere * Honorary LLD Degree, 1968,
University of Portland The University of Portland (UP) is a private Catholic university in Portland, Oregon, United States. It was founded in 1901 and is affiliated with the Congregation of Holy Cross, which also founded UP's sister school, the University of Notre Da ...
, Oregon * Honorary Juris Doctor, 1972,
South Texas College of Law South Texas College of Law Houston (STCL or South Texas) is a private law school in Houston, Texas. It was founded in 1923 when the YMCA made the decision to establish a law school with a focus on offering night classes for working professi ...
* Distinguished Alumnus Award, University of Texas, 1966 * Golden Plate Award,
American Academy of Achievement The American Academy of Achievement, colloquially known as the Academy of Achievement, is a nonprofit educational organization that recognizes some of the highest-achieving people in diverse fields and gives them the opportunity to meet one ano ...
, 1965


References


External links


Braniff Airways Foundation

Braniff Flying Colors Collection and Historical Page
{{DEFAULTSORT:Lawrence, Harding L 1920 births 2002 deaths American airline chief executives Braniff People from Gladewater, Texas United States Army Air Forces personnel of World War II