NEW FLIGHTS FOR A SONG DELTA'S LOW-FARE CARRIER STARTS SERVING LOS ANGELES.

Byline: Evan Pondel Staff Writer

Delta Air Lines' new low-fare carrier Song began service from Los Angeles on Wednesday, attracting customers to a Boeing 757 dressed in lime green instead of JetBlue.

Song debuted at Los Angeles International Airport with its first set of flights to California from Florida on Wednesday morning. Delta, following the lead of JetBlue Airways, is attempting to tap a more leisure-oriented market as the overall industry recovers from the perils of a sluggish economy, analysts say.

``JetBlue has been here already. People are looking for an airline that takes off and lands on time and doesn't overbook. JetBlue successfully identified this market niche. It's a no-brainer for a company like Delta,'' said Jeffrey Kauffman, analyst with Fulcrum Global Partners in New York.

Song will initially offer two daily round-trip flights between Los Angeles and Tampa and Orlando, Fla. The airline already serves New York City, Boston, Washington, Hartford, Conn., and Atlanta. John Selvaggio, Song's president, said the airline will announce several other destinations from Los Angeles by next year, ``but we want to see what happens. We're looking to optimize right now.''

So far, that optimizing has translated to almost four more flights per gate at John F. Kennedy International Airport. Selvaggio said Song, accounting for 8 percent of Delta's flights, provides more efficiency while creating a positive culture in the wake of 9-11.

``The increase in travel right now is all leisure. And that's one of the reasons we've come to Los Angeles,'' he said.

``Yet it's too early to tell whether Song is going to do well for Delta. Though I will say JetBlue already has an established identity,'' Kauffman said.

Wade McGuire, 34, flew from Tampa to Los Angeles via Song. He chose the airline because he saved about $100 on fare. ``And I'd say I'm pretty satisfied with my service. I was looking for an inexpensive fare, and that's what I received,'' he said.

Ed Keay, 51, wasn't quite as impressed. ``What, you have to pay for the food? That's not something I want to deal with,'' he said.

Try an organic chicken Caesar salad for $9, or a California veggie soft taco for $7. Still, analyst Kauffman doesn't believe offering a menu of higher-quality food is a bad idea when passengers usually reject the standard fare.

``I think, given the choice between mystery meat versus having a nice menu, people will prefer the latter,'' he said. But Song's strongest selling points are not just tasty food and lower-price fares. The airline is poised to place personal video monitors at every seat with touch-screen technology. Offering games, in-flight shopping, MP3 audio programming and a map that highlights points of interest, entertainment is a key focal point for Delta.

Instead of flight attendants, the airline's officials now call those who serve passengers ``talent.'' Most of the talent working for Song are former flight attendants for Delta. They still have to smile, even begrudgingly, at irritated passengers, but Nancy Heckerman, newly dubbed talent for Song, said the airline's atmosphere is more conducive to smiling.

Whether it is the lime-green paint on the airplane's exterior, the lavatory's multicolored floors or the changing station for infants with an ``Oh Baby!'' sign, Heckerman said her new work environment is welcome after 24 years of service.

``I enjoy walking up and down the aisles on these planes. Delta has also made changes to benefit packages and pay scales,'' Heckerman said.

Despite the improvements, analysts warn that Delta should stay away from its major hubs in order to ensure Song's success. Ray Neidl, analyst with Blaylock & Partners, said focusing on leisure markets will be important as the airline rolls out new destinations.

``And the airline's only other obstacle would be the high cost associated with having unionized pilots. This is something Delta agreed to long ago and could have some consequences,'' Neidl said.

Evan Pondel, [phone]

evan.pondel(at)dailynews.com

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2 photos

Photo:

(1 -- color) With its green tail, a Song Boeing 757 waits at Los Angeles International Airport on Wednesday for its next flight to Florida.

(2 -- color) Employees of Delta Air Lines' new low-fare carrier Song dance Wednesday at their airport terminal in Los Angeles to celebrate the start of service between the city and Florida.

Damian Dovarganes/Associated Press