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Volume 26 No. 203

Events and Attractions

The Cowboys-Rams preseason game on Saturday at Aloha Stadium could become the "biggest single revenue-producing event" in the facility's soon-to-be 44-year history, according to Ferd Lewis of the HONOLULU STAR-ADVERTISER. That distinction currently belongs to Bruno Mars, whose Nov. 10 concert last year at the stadium generated more than $5.2M from "all sources" -- including tickets, parking and concessions. But the first NFL preseason game in Hawaii in 43 years "could challenge that due to a Texas-sized boost given by the appearance" of the Cowboys. With the game, the sponsoring Hawaii Tourism Authority "gets a marquee team in its major tourism market, southern California, plus the nationwide reach of the Cowboys," and does so at a price, $2M, that is "less than half of what it had been anteing up to get the declining Pro Bowl." Part of the deal for HTA is a "season's worth of signage, sponsorship and marketing opportunities at Rams home games that began last year." Under terms of the agreements, the Rams "keep the ticket and merchandise revenues," while the stadium "banks parking and concessions proceeds, which is more than it retained under the Pro Bowl contracts" (HONOLULU STAR-ADVERTISER, 8/15).