The moves away from Southwest’s simple business model and quirky traditions come as airline management faces pressure from activist investor Elliott Investment Management. The hedge fund blames management for Southwest’s recent underperformance compared with its closest rivals, and wants to replace Jordan and most of the Southwest board.

Elliott Investment Management told shareholders Tuesday it is ready to go to a proxy fight with Southwest Airlines.

Elliott Investment Management, a hedge fund urging Southwest Airlines to dump its CEO and chairman, said Tuesday it has acquired enough of the company’s stock to call a special meeting of shareholders.