Mickey Spagnola
DallasCowboys.com Columnist
With season-ticket holder anticipation rising as fast as the new stadium in Arlington, Texas, is out of the ground, the Dallas Cowboys finally revealed their ticket pricing Thursday afternoon for the nearly 50,000 remaining reserved seats in the upper and lower bowls of the new 80,000-seat stadium.
And the anxious current season ticketholders at Texas Stadium might breathe a little sigh of relief when discovering the actual average ticket price for these seats in the $1.1 billion stadium scheduled to open in 2009 will increase only 6.7 percent from the current pricing at Texas Stadium for the 2008 season.
In other words, the average reserved ticket price of $84.54 at Texas Stadium for the 2008 season will increase to only $90.19 for 2009 when the Cowboys move into this state-of-the-art structure complete with a retractable roof, retractable stadium-end glass doors and the largest stadium video screen in the world.
"I just think people will be excited to get this and see what their opportunities are," said Chad Estis, Cowboys vice president of sales and marketing.
There had been growing ticket-price anxiety ever since the Cowboys had announced the pricing of the 15,000 club seats – 7,500 on each sideline of the stadium – earlier in the year, the ones priced at $340 a game, along with seat licenses ranging from $16,000 to $150,000 per seat.
The per-game ticket prices in the new stadium for reserved seats will range from $59 a game to $125 ($590 to $1,250 for a 10-game season ticket), fairly comparable in price to the Texas Stadium range of $50 to $129 for the coming season. The major difference, though, will be location, since the majority of those $129 seats at Texas Stadium are sideline seats between the goal lines.
One of the largest jumps in ticket prices will occur in the end zones, where currently lower level tickets at Texas Stadium cost $75 and the uppers range between $60 and $75. The end zone seats at the new stadium, comprising the first two bowls and then the fourth bowl above the open plazas, will cost $89 a game across the board, or $890 for a season ticket.
"We believe we have a ticket plan that provides exceptional opportunities for our fans to be a part of the Dallas Cowboys experience," said Brett Daniels, director of client services for the Cowboys. "Texas Stadium is sold out for the 2008 season, and every one of those ticketholders will have the right of first refusal on their allocated seats in the new stadium."
Now, as anticipated, all but 16,000 of the 50,000 reserved seats will require the one-time purchase of seat options, which give the owner the right to purchase tickets to those seats for 30 years. The seat options will range between $2,000 and $5,000 per seat, and will require at least a 25-percent down payment.
For example (see color-coded chart below), the stadium's corner seats in the first three bowls, along with some of the sideline seats on the highest level of the stadium, will require a $5,000 seat option. The majority of the end-zone seating, from the first bowl to the upper bowl, will require a $4,000 seat option.
Only the corner seats in the upper bowl will not require the purchase of a seat option, and those tickets will sell for $59 a game, or $590 for a season tickets.
The Cowboys also have designated 1,200 premium reserved seats as Sideline Loge, located at midfield in the first six rows of the upper bowl – the first available rows above the Club Seating areas. That section will include specially-cushioned club-style seats and an opportunity to purchase more convenient parking in the club lots, and will require a $12,000 seat option for the right to purchase season tickets at $125 a game for the 30 years.
"These seats are in high demand at Texas Stadium because of the great sightlines, and we believe giving them these additional benefits only enhances the fan experience," Daniels said.
The Cowboys also announced on Thursday a new online application and selection process that's expected to provide an easy process for season ticketholder purchases. Customers can find their allocated seats, view the sightlines from lose locations and finalize the transaction completely online. In addition, personal sales consultants have been assigned to each account holder to assist in this process.
Introduction of the online site will coincide with the delivery of the season ticket packages by mail, which should begin arriving to current season ticketholders early next week. Not only will seat locations in the new stadium be designated, but also full explanation of financing the seat options will be detailed.
For current season ticketholders, most important in this transition from Texas Stadium to the new stadium in Arlington will be meeting the July 11 deadline for securing their seat options and season tickets for the new stadium. After that date, the team will offer available seat locations to those who have placed their names on the Cowboys season-ticket waiting list, and that list now represents more than 10,000 seats.
"There should be an initial surge the first two weeks," Estis said, "and typically another big surge as the deadline approaches."
New Stadium Map
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