SBD/Issue 181/Facilities & Venues

Jerry Jones Discusses New Cowboys Stadium At NACDA Convention

Jones Says Appearance, Perception Of
New Cowboys Stadium Is Important
During his keynote address this morning at the annual NACDA convention, being held this week at the Hilton Anatole in Dallas, Cowboys Owner Jerry Jones talked about risk taking, believing in the value of your team or school, and the importance of athletic venues. “We’re in the process of building a stadium that is more expensive than any other stadium built on Planet Earth,” Jones said. Noting that the new stadium will have three times as much space as Texas Stadium, which has about 950,000 square feet under its roof, Jones said he could have built the new facility for about $700M. “The reason I’m spending [$1.1B] on that stadium in Arlington is because of perception,” he said. “Only a fraction of football fans will ever set foot in it, but hundreds of millions will see it on television.” How the stadium looks is important, he said, as well as “how John Madden talks about it, and how Al Michaels talks about it, and let me assure you that after I’ve had some time with them, they’ll know everything there is to know about it.”

STORY TIME: Jones also regaled the crowd, which numbered almost 1,000, with stories of his early years with the Cowboys, including giving a candid assessment of some of the missteps he made when he took over the team, in particular the firing of long-time coach Tom Landry. “I did not recognize, and did not have an appreciation for, what Coach Landry brought to the tradition and visibility of the Cowboys,” Jones said. “That was a lesson well learned.” Jones talked about treating fans as owners, and the importance of sports in society. “We’re lucky to get to do what we do every day,” he said, “and I may be the luckiest of us all.” Jones, who was introduced by longtime friend Frank Broyles, the former Univ. of Arkansas AD, received a standing ovation.

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