January 8, 2014 Gary Kelly CEO, Southwest Airlines 2702 Love Field Drive Dallas, TX 75235 Dear Gary,

Let me start by saying, I LUV Southwest Airlines! I can not tell you how many times your Southwest team has welcomed me as if I were one of the family, hustled to make sure a flight departs on schedule, or generally just made travel better and more fun for everyone. I am forever in awe at how right you get it--in an industry that often doesnt. I am very appreciative of the example Southwest sets as an employer and as a brand. Today, I read the statement Southwest released regarding your partnership with SeaWorld. You said you have heard customer concerns and do not take them lightly. This, I know is true. You also said you are in listening and education mode and that is the reason for my letter. I have worked for many years in Marketing and Brand Management. I cant imagine the amount of time, energy, and effort that has gone into the relationship youve built with SeaWorld. When it began in 1988, it was truly revolutionary in all of advertising. I am sure there are many executives, department heads, brand managers and other internal stakeholders who have had career milestones because of this partnership and no doubt there are those who currently oversee budgets for this co-branding. Im sure you also have extensive legal agreements. All of that said, times change and societies evolve. I do not see how SeaWorld is still an appropriate partner for a company as innovative as Southwest. We have learned a great deal since the original orca captures in Washington State and a lot has happened culturally since 1988. What may have been acceptable forms of entertainment in the last century are no longer the same. Heck, I cant even imagine your flight attendants wearing their uniforms from back in the hostess days. Southwest continues to win because you know how to change. The daily practices (now exposed) of SeaWorld are completely contrary to Southwests culture and mission. SeaWorlds inability to evolve has become a liability for you.

I used to look out the window of the airport and smile when I saw your Shamu One or Shamu Two planes. But now that I (along with millions of others) know the real story of Shamu, I see those planes and cringe. I always hope they are not flying my route. Shamu was one of the first intentional live captures of a healthy orca for entertainment purposes. She was brutally taken from her close knit family (orcas stay with their families their entire lives) and later held in a small pool at SeaWorld in San Diego. Shamu--whose trademarked name lives on forever--died at age 9 from septicemia (blood poisoning) after six years in captivity. This is very different than the happy Shamu story weve all been sold. Shamu died far short of the 50-80 year life expectancy for a female orca in the wild. A circus-like environment with little regard for animal life and habitat doesnt seem like the kind of entertainment that educates and brings families together. And worse yet, SeaWorld shows appear to ignore the highly complex family relationships established by orcas. Do your research. You will be moved by what you learn. I ask that you and your team keep an open mind because I know SeaWorld has had Southwests attention for decades. To fully understand the issues Southwests customers are now concerned with, I invite you to start with several things. Please read Tim Zimmermans ground breaking article for Outside Magazine, Killer in the Pool. Also, read David Kirbys well-footnoted book Death at SeaWorld which I have sent you. Most importantly, view the award-winning documentary Blackfish which I have also included. This copy has several extras you may not have seen. Today, Blackfish was nominated for a BAFTA (British Academy Film Award) and is on the shortlist for an Oscar. It is estimated that 60 million people globally have already seen the film. This includes many Southwest employees. It is one of the most viewed titles on iTunes, Netflix and Amazon. Children are telling their parents they no longer want to go SeaWorld and high school classes are making videos about their change in attitude toward marine shows. Musicians and artists are cancelling SeaWorld appearances. This is a growing movement against cetacean captivity. Companies are reacting, too. After viewing Blackfish at Sundance, Pixar executives invited Director Gabriela Cowperthwaite to their offices to screen the film. They subsequently changed the ending of Finding Dory the Finding Nemo sequel. It was reported that Pixar did not want to be on the wrong side of history on this issue. I dont think Southwest and its employees want to be on the wrong side of history either.

SeaWorld continues to claim that Blackfish is one sided. SeaWorld does nice things like marine rescues. Yes, this is true. But one action does not absolve all others. SeaWorld has had a very controlled and limited narrative for decades. Blackfish, Death at SeaWorld and many other articles expose the entire truth. I have spoken to Gabriela Cowperthwaite, the ex-trainers and researchers featured in Blackfish. They are more than happy to come to Southwest Headquarters to screen the movie and host a Q&A for all employees. David Kirby is willing to come to discuss his book. Marine Mammal Scientist, Dr. Naomi Rose has also volunteered to come and present her research. Additionally, I would like to invite your team to meet in the San Juan Islands and view wild orca families. Each individual I have mentioned is open to a private meeting or phone conversations, too. I sent along a flash drive with a list of articles, videos, and news reports. I believe these will be helpful in your research. I know ALL Southwest employees are extremely proud of the company they have built--as they should be. As a loyal Southwest customer, I do not think co-branding with Southwest is an honor SeaWorld deserves. I appreciate your time and look forward to hearing from you. Warmest Regards, Kimberly Ventre PS. Those orca planes can easily be re-commissioned as State of Washington planes, honoring the orca families who roam the San Juan Islands and Puget Sound. Kids will LUV that.