It is typical for Southwest to charge more during certain events. For the Consumer Electronics Show in Las Vegas, BS and Anytime fare from the SF Bay Area cities (SJC, SFO and OAK) to Las Vegas is $50 more on 1/5 than other dates, and for the return it is $50 more on 1/9 than other dates. The show schedule is 1/6 - 1/9.