FEATURE ARTICLE, MAY 2008

BALANCING ACT: DEVELOPING COWBOYS STADIUM
A change of venue doesn’t mean a change in tradition.
Dan Marcec

The new Dallas Cowboys Stadium in Arlington, Texas, will feature a unique open-air roof design that will allow a complete enclosing.

As the National Football League (NFL) retains a stronghold on America’s professional athletics market, the Dallas Cowboys are possibly the most recognizable sports organization in the U.S. Thus, when the decision came along to build the new Dallas Cowboys Stadium just outside of Dallas in Arlington, Texas, the Cowboys’ organization — led by owner Jerry Jones and his family — and its real estate team were compelled to undertake a careful balancing act in order to develop the largest and most technologically advanced stadium in the NFL while retaining the lasting image of their former home, Texas Stadium, and the rich tradition that the team has enjoyed over its storied history.

In With The New, But Not Out With The Old

A change of pace is always welcome in a changing market, but how will it affect an organization often identified by its iconic image? Texas Stadium’s partially enclosed roof is familiar to both avid and casual sports fans throughout the country. In response, Bryan Trubey, design principal with HKS Architects’ Sports and Entertainment Group (the architect and firm designing the Stadium), explains that researching the Cowboys’ brand, image and tradition were key components in developing the design for the project.

“The Jones family sees the Cowboys as an international brand, so we thought, how does an international brand project itself?” he asks. “Brands all over the world are creating edgy and progressive expressions for themselves, and we wanted to do the same thing: create an advanced, modern stadium.”

Encompassing a vast 2.3 million square feet and filling 104 million cubic feet in volume, the hybrid indoor-outdoor Dallas Cowboys Stadium will be the largest NFL venue ever built. When all is said and done, the massive venue will seat 80,000 spectators officially, but the capacity will be expandable to accommodate 100,000 people via standing room space and additional seating in its end zones. The stadium’s expansion will be utilized for special events, such as the Super Bowl, which recently was confirmed to be located at the site on February 6, 2011.

“We’ve created a venue in North Texas capable of hosting almost any event imaginable, which we didn’t have before,” says Brett Daniels, team spokesman for the Cowboys. “Now, the Super Bowl is already locating here, we’re bidding on the Final Four, the Cotton Bowl will relocate here as of 2010, and they want to get into the BCS rotation. We’re now able to draw major events that have bypassed us in the past; now they will have a viable option in our region.”

To enhance fan experience, stadium seating is focused more on the sidelines than in the endzone. “A view from the sideline enhances the fan’s ability to watch the game,” says Daniels. “The additional endzone seating will provide a lot of flexibility in the new stadium; though Pittsburgh’s stadium has been able to do standing room, the way we’ve set up the ancillary space for extra seating is unique to the NFL.”

The new stadium replicates the former Texas Stadium’s roof design, keeping that unique open-air feature. Yet, a new retractable roof allows a complete enclosing, and the 680,000-square-foot domed roof will identify Dallas Cowboys Stadium as the largest domed structure in the world. The endzones also employ retractable doors, 120 feet high by 180 feet wide, which open and close in 18 minutes. The clear glass doors provide panoramic views from both inside and outside the stadium as well as enhanced air circulation throughout the structure. 

Holding this phenomenal structure in place are two steel arches that stretch the entire 1,290 feet of the stadium’s length, both of which are visible from the exterior of the stadium. The roof panels move 400 feet along these arches before resting in the open or closed positions, able to transform the stadium from indoor to outdoor as is necessary.

Of course, if not for the loyal fans and Cowboys’ enthusiasts, none of this would be possible, nor would it be viable. Therefore, the organization and its design team took into account what would create the best fan stadium experience they could conceive. The amenities package offered at Dallas Cowboys Stadium treats its fans with utmost respect.

Another one-of-a-kind feature to the stadium is the a center-hung video board stretching between the two 20-yard lines, measuring 180 feet wide by 50 feet tall facing the sidelines and 48 feet wide by 27 feet tall towards the endzones. Each of the four panels will feature individual video boards, presenting a premium view in the upper deck completely unique to sports spectators.

Furthermore, another stand-out characteristic is the stadium’s 200 suites in eight different locations on five separate levels. Each suite contains private restrooms, custom wood, a state-of-the-art technology package, individual climate control, theater-style box seats and fully appointed service areas.

“From a fan perspective, the new stadium will provide the greatest place to watch games, a state-of-the-art building, a great tradition and great history carried over from Texas Stadium, and there are a lot of amenities that fans would like that we can provide,” says Daniels.

Putting the Pieces Together

Why now? If for no other reason, the Texas Stadium lease runs out this year, and back in 2000 the organization began seeking new site opportunities. According to Daniels, the cost associated with updating Texas Stadium to the modern technological and physical standards the new venue is going to set was nearly identical to building a completely new structure.

By putting all these pieces together, conducting intensive research and planning a new site that balances high-technology with Cowboys’ tradition, Daniels says, “from both the team and fan perspectives the new stadium will give people one of the greatest places to watch sports anywhere.”           

Trubey explains that HKS won the opportunity to design the stadium by way of a worldwide competition. “We were very grateful to win against a lot of other firms with more NFL experience, but the Cowboys were convinced that we were the right team from a creative standpoint,” he says, adding that “being local was a huge bonus as well.”

Another key contributor to the stadium’s development, Manhattan Construction Company, became involved with the project back in 1999 as pre-construction managers. With its experience in constructing the retractable roof at the Houston Texans’ Reliant Stadium, Manhattan had the knowledge of that technology. Even though construction did not begin until 2006, a group from the firm called Championship Stadium Management Team (CSMT) helped the Jones family through the location process, putting together a schedule for pricing 12 different sites across the Dallas-Fort Worth Metroplex. After securing the site and interviewing several other contractors, Manhattan eventually won the assignment as general construction management team. The Cowboys’ development arm, Blue Star Development, is performing management services on the facility. 

Other than the difficult balance to strike in staying ahead of the technological curve and maintaining storied tradition, Trubey explains that a one-of-a-kind design comes with one-of-a-kind challenges. Though those challenges may not be negative in any way, he explains the vision of the Jones family and their dedication to creating an important civic space for the city of Arlington, the Dallas-Fort Worth region and all of North Texas.

“Every project I’ve work on has been unique, and we strive to make each one that way,” he says. “In this case, the Jones family’s view of this project is not only a stadium, but also a special architectural structure and a contribution to the community.”

John Dixon, Dallas division president of Manhattan Construction Company, echoes the importance of the Jones’ influence. “Managing this project with a private family rather than a public entity like projects we’ve worked on in the past has been a relief,” he says. “Jerry [Jones]’s fingerprints are all over the project, having a clear vision and a list of dreams he wanted. There are millions of decisions to make, and the whole family is involved in putting those dreams together.”

Another key indicator of the sharp business sense employed by the organization was Jerry Jones’ timing in a fluctuating construction market. By keeping his eyes open on the prices of materials, he was able to acquire both glass and steel at low cost points, obtaining those products at opportune moments to keep construction costs at a minimum.

The Point of Impact – Present and Future

Located near the Texas Rangers’ Ballpark at Arlington, speculation surrounding the impact of Dallas Cowboys Stadium is expectedly positive. One of the biggest developments to come online in conjunction with the stadium’s expected impact is Glory Park, a mixed-use development located between the two sports venues. Comprising retail, hospitality and residential components, the mixed-use project will be a major driver for the Arlington economy. (please see sidebar for more details on Glory Park)

Though Glory Park has been underway for years, the new stadium gave the developers an added push they needed — that added push is a reflection of the new stadium’s impact in all facets, whether it be the organization, the team itself, Cowboys’ fans, or the future of stadium development.

“Our grand idea was to keep with history and tradition with design, but also have a forward looking building that addresses the future to become an icon in and of itself for the Cowboys,” says Daniels. “This is the third stadium in our history, and for a new generation of fans growing up with the team there’s going to be a huge impact that will carry forth for the next 30 or 40 years and beyond.”

MIXING USES WITH THE STADIUM NEXT DOOR  Jaime Lackey Glorypark Steiner + Associates and Hicks Holdings LLC are developing Glorypark, a mixed-use project in Arlington, Texas. The development is adjacent to The Texas Rangers ballpark, which has been operating since 1994, and the site of the forthcoming Dallas Cowboys stadium. At full buildout, retail, dining, and entertainment space will total 1.2 million square feet, and office space will total more than 500,000 square feet. There will also be up to 2,000 residential units and three major hotels. Glorypark is organized into four distinct districts. The Town Square has a landscaped green surrounded by signature retailers and restaurants, as well as upper-level residential units. Rangers Alley offers a regional entertainment hub along the south façade of the baseball stadium. The 50,000 square feet of open space is organized into a 300-foot long street leading to an events plaza. The street will feature a mix of restaurants, pubs, entertainment venues and sports-related retail. The third district will feature two stories of retail space topped by two stories of office space. “Designed as an enclosed street, it is modeled after European environments such as Milan’s iconic glass-roofed Galleria and it offers a dramatic alternative to the traditional mall,” says Barry Rosenberg, president with Columbus, Ohio-based Steiner + Associates. A hotel district will feature a Westin hotel with more than 300 hotel rooms and 70 condominiums, an aloft hotel with 135 rooms and 50 condominiums, and a 135-room Elements extended-stay hotel. Steiner + Associates and Hicks Holdings LLC (owners of the Rangers baseball team) have formed Glorypark Media Network to develop an array of media features and to plan a year-long calendar of events. The $40 million media system includes a 40-by-70-foot media wall with high resolution LEDs; a digital projection system designed to transform the west end of the ballpark wall into a media canvas; dramatic signs designed to be integral to the architecture; a programmable water, fog and effects fountain; and theatrical lighting that can be programmed to create a variety of effects. “Projects such as L.A. Live in Los Angeles set the stage for this kind of environment, but Rangers Alley will take this to a whole new level where the entire environment will morph to enhance distinct types of experiences,” Rosenberg says. “Individual features can be synchronized to create experiences, including game day celebrations, holiday spectaculars, beautiful evening atmospheres, and high-energy brand immersion events for sponsors.” Rosenberg describes a possible media experience: “It might begin with the media façade appearing to be shattered by the impact of the ball, then the theatrical lighting would create a wave of colored lights ripping down the Alley, accompanied by the sound of the ball ricocheting off the buildings; finally the fountains would send off a sequence of sprays to ‘run the bases’ as the lights create the popping effect of a thousand photo flashes going off.”  While the stadiums do give the development a strong sense of identity, Rosenberg says the site is fundamentally strong even without the sports connection. Glorypark is truly a regional site by nature of its central location and the roadways that make it easy to access. The site is in the very center of the Dallas/Fort Worth Metroplex, which totals 6.5 million people. It is located at the intersection of Interstate 30 and Highway 360, the main east/west and north/south roads in the region. And the demographics are even better than those around Steiner + Associates’ Easton Town Center in Columbus. (Rosenberg makes the comparison because Easton Town Center is one of the top 25 centers in the U.S.) Approximately 1.3 million people live within a 20-minute drive of Glorypark. Dallas/Forth Worth is experiencing tremendous growth, he adds. According to the North Central Texas Council of Governments, projections indicate the MSA will total more than 9.1 million people by 2030. The first phase of Glorypark will contain 800,000 square feet of retail space, which will open in March 2010. Approximately 50 percent has been pre-leased.  The project will have a robust entertainment component, Rosenberg says. In addition to the connection with the stadium, there will be several live music venues and IPic Entertainment is opening a location in Rangers Alley. IPic is a new, high-end concept. The theater component features intimate and luxurious auditoriums that resemble private screening rooms. IPic also has an upscale bowling area, a white tablecloth restaurant, and a lounge/bar area — all under one roof. The first phase of Glorypark will also contain 200,000 square feet of office space. The space opens in March 2010, and Rosenberg expects the space to be fully leased within 2 years of opening. Office users will have special access to baseball events, and they will have their own gym. Residents at Glorypark will also have access to the baseball games. The first phase will contain 300 rental apartments, which will be ready for occupancy in March 2010. The Westin and aloft hotels will also be part of the first phase, and they will open in the fall of 2010.

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