SBD/August 30, 2011/Facilities

Jerry Jones Uses Cowboys Stadium Tours To Bolster Team's Revenue

Cowboys sold 700,000 tickets last year for Cowboys Stadium tours
Cowboys Owner Jerry Jones' sales team "sold 700,000 tickets" last year for tours of Cowboys Stadium, and Jones is "not stopping there," according to Peter King of Jones said, "Our goal is 2 million visitors in a year. This year we've got a good chance to have more people tour the stadium than actually attend our games. I think we'll hit 800,000 visitors." King noted although there is "only one stadium like this in the league," the Cowboys have turned their Arlington facility "into a destination spot." Jones "loves that the revenue-split among players and owners in the new CBA, which calls for players to get 55 percent of the TV revenue, allows owners to keep 60 percent of all locally generated revenue." Jones has "two sales teams working for the Cowboys now," one that sells tickets and one that sells "stadium tours from between $20 and $27 a pop, depending on when you want to be guided." King: "At an average of $23.50 a tour (my estimate), 800,000 tourists yields $18.8 million. Let's say you have a sales force of 20 working to bring them in, at an average salary of $60,000 per sales person. That's $17.6 million after the sales people's cut." But "whatever the number is, it supports his argument -- the one he's made for years -- that if teams try to make revenue locally, and really work at it, most of them can do better than they are." Jones said, "One of the reasons I built this stadium is so Al Michaels would talk about it on TV. And so people would want to come to see it. They want to see the big screen; the screen is the star of the show, the content on the screen" (, 8/29).
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