The airline was established in 2003 and started operations on March 6, 2003. It was founded by Hooters of America restaurant owner Robert Brooks, who acquired Pace Airlines in December 2002. All flights were operated by Pace Airlines. Hooters Air was owned by Hooters of America, Inc. Brooks initially envisioned Hooters Air as an unconventional means of generating awareness for the Hooters restaurant brand; the carrier was sometimes referred to as a "flying billboard" for the restaurant chain.
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