Ghosted by a Spirit

I wasn’t surprised by the announcement last weekend about Spirit Airlines failing. I had been preparing for it. Over the last year, I have bought several flights, trying to use the 139,000 points I had accumulated on the Free Spirit program.
Through the years, I had a love-hate relationship with Spirit Airlines. I love the low fares, but I hated every single aspect of the company and the consumer experience, and almost everyone who ever worked there.
During the pandemic, for example, I was able to fly back and forth from Richmond to Fort Lauderdale as low as $37 round-trip. I didn’t check a bag. I didn’t have a carry-on. I sat in the back of the plane. I didn’t buy any snacks. However, I did join the $9 Fare Club for only nine dollars. On the downside, Spirit Flight Attendants – war-weary veterans of sky violence – acted more like prison guards. Instead of asking me to put my tray table up, they’d reach over and slam it back into place.
I don’t have to dissect all of the reasons why Spirit failed. You’ve already heard a dozen analysts give you their interpretations. Whatever you’ve seen or heard, I can tell you definitively it was not about high fuel prices. Spirit failed because it never fulfilled its brand promise. Spirit ghosted us. I have often said there are brands you know and love, brands you know and don’t love, and brands you’ve never heard of. Spirit was #2.
We were all familiar with the Spirit brand. It was big, bright, and yellow. It was a price brand. It was a brand we all knew and a brand we all hated. The only reason you would fly it was to save money. It was the Walmart of the skies.
If you never flew them, let me briefly describe the Spirit experience. It started at the counter. People would walk onto a Spirit flight dressed in their pajamas or worse. Most people look like they were ready for bed and not ready for a vacation. You’ve seen the videos of the fights. I saw one in person in March of 2021, the same month people got $1,400 Covid stimulus checks. Apparently, they spent $217 on a flight to Florida.
The airline charged an extra fee for everything. Bags. A bigger seat. Snacks. Wi-Fi. Air. I’m pretty sure if they were crashing and you wanted an oxygen mask and a flotation device, they would’ve charged your Visa $39.95. (But only $29.95 if you put it on your Spirit Mastercard.) Yes, I did buy bigger seats a few times, because the normal seats were too small for my American-sized derriere. Insert 37 other jokes about Spirit here.
In the end, it’s no laughing matter. 17,000 jobs lost. Less competition means higher fares. RIC now only offers one daily non-stop to FLL, and it’s already twice the price.
MONDAY:
HOSPITALITY SPONSORS
I like to make the most out of my Rotary Club membership, especially when golf, cigars, and spending a beautiful day OOO are involved. On Monday, Brandermill Country Club hosted the Brandermill (Midlothian) Rotary Golf Tournament, where I, along with VP Leanne Pillow, Accounts Director Allison Nida, and Accounts Managers Leigh Ann Kiebler, Amanda Anderson, and Erin Brennan, caddied nutritious refreshments (Fireball shots and cigars) to those who were breaking a sweat for a good cause.


TUESDAY:
HAPPY BIRTHDAY, JENNA!
On Tuesday, we celebrated Sr. Graphic Designer Jenna Farley’s birthday! A tender-hearted mastermind, Jenna is an absolute joy to work with and the creative force behind many of our boldest, most eye-catching visuals. Happy birthday, Jenna! We hope this year is the best one yet!

WEDNESDAY:
SMALL BUSINESS WEEK (MAY 3-MAY 9)
The best way you can spend Small Business Week (and your money) is by supporting local businesses—we can think of a few great ones around Richmond for you to check out… 😉
THURSDAY:
HAPPY BIRTHDAY, RED PEN VIRTUAL ASSISTANTS!
Four years ago, Melissa Thurston walked away from the classroom and into the business world, armed with a great idea – to create a business where teachers can make extra income working as virtual assistants. Today, Red Pen VAs has dozens of clients, mostly busy business owners like me. Melissa has grown the biz from start-up to successful business. Congrats, and we’re happy Madison+Main was able to play a small part in your success. Smart CEOs delegate. Call or email Melissa at Red Pen today and get a VA to help take some of the “stuff” off your plate.
FRIDAY:
EVENTS
Another busy weekend in good ole RVA, and I got to talk all about it with my good friend Rich Herrera on 1140 WRVA Richmond Morning News! Mother’s Day events, comedians, and more—ICYMI, check it out here!
A FEW OF OUR FAVORITE EVENTS
Hitting Cancer Below the Belt: Boxer Brief 5K
June 6th & 7th, 2026
3201 Maplewood Avenue, Richmond, VA 23221
The 14th Annual Boxer Brief 5K will be held at City Stadium, home to the Richmond Kickers. Start time is 8:15 a.m. and the course begins and ends within the complex. A high-energy event which includes music, costumes, vendors, games, and awards.
If you live outside the Richmond, Virginia area and do not plan to travel to the onsite event, consider joining us through the Virtual Challenge. Join the cross-country movement and help to save buns anywhere under the sun.
Come early to have your children participate in the Caped Colon Crusader fun run for children six and under, or the Toddler Trot for our new running toddlers, or the Diaper Dash for our smallest competitors. Register online today!
Tech For Troops Inaugural Bourbon & Cigars Event
Friday, May 22, 2026 | 5:00 p.m. – 10:00 p.m.
American Legion Post 354 | 4800 Welby Turn, Midlothian, VA 23113
Tech For Troops invites you to an outdoor evening along the James River featuring premium bourbon tastings from Four Branches Bourbon and handcrafted cigars from Exitoso Cigars, alongside a strong community of Veteran supporters, business leaders, and local partners.
The evening begins with a VIP Hour from 5:00–6:00 p.m., followed by general admission with vendors, networking, and live music. Guests can enjoy a relaxed but upscale atmosphere with fire pits, curated selections, and silent and live auctions throughout the event.
Proceeds support Tech For Troops’ mission to provide Veterans with access to technology, digital skills training, and meaningful career pathways.
Tickets and sponsorships are now available. Join us and support a mission that creates real impact.
Tickets: https://techtroops.
Sponsorships: https://techtroops.
“To our Guests: All flights have been cancelled, and customer service is no longer available.” – The last thing posted on Spirit’s social media at 2:00 a.m. on May 2, 2026.