Jones Family Makes Additional Private Investments to Maintain Venue as one of the World's Best for Sports and Entertainment
Reinvestment also Translates into Community and Regional Benefits by Keeping Industry-leading Amenities, Aesthetics, and Functionality at the Highest Level and Continued Attraction of Top Events.
Arlington, TX - Since opening in 2009 and redefining what the world's top, major sports and entertainment stadium could be, the Gene and Jerry Jones Family and Dallas Cowboys have delivered on a commitment to operating AT&T Stadium at the highest level in the world. Reinvestments and enhancements since opening have totaled over an additional $150 million and ensured the best possible fan experience for Dallas Cowboys games and the many other premium sports and entertainment events that take place at AT&T Stadium every year. The Jones family's post-opening private reinvestments in AT&T Stadium will now approach $500 million over the next several years with a significant new program commencing in the spring of 2023 of continuing through fall of 2025.
Upgrades and enhancements have impacted the full spectrum of fan experience in every area of the three million-square foot AT&T Stadium over the last 14 seasons. Art and design, mobile technology and cashless operation, in-seat ordering and delivery, restroom design and expansion, video and LED technology, 4K IPTVs, and augmented reality installations are examples of this. In 2019 AT&T Stadium also became the first venue of its kind to feature 5G service, and in 2020 a new DAS (distributed antenna system) added 10x the capability previously offered.
“The vision to create, operate and maintain AT&T Stadium as the world's best venue of its kind is something that was accomplished by always having an eye to the future,” said Cowboys Owner, President and General Manager Jerry Jones. “Now, after 14 seasons, that forward thinking to be industry leaders continues to be rooted in our deep commitment to our fans, our partners and our community. It is a reflection of the unparalleled experience and environment we want to provide every time they are here with us for Cowboys games or any of the world-class events that will call AT&T Stadium home.”
In addition to being home of the NFL's Dallas Cowboys, the most valuable sports franchise in the world, AT&T Stadium has also hosted a diverse array of the most coveted major events in the live sports and entertainment industry. The Super Bowl, NFL Draft, Big XII Football Championship, NCAA College Football Playoff National Championship, NCAA Basketball Final Four, NBA All-Star Game, CONCACAF Gold Cup, Academy of Country Music Awards, WWE WrestleMania, and the world's largest concert tours have all taken place inside the venue.
The multi-year project commencing in the spring of 2023 has been thoughtfully planned to avoid major interruptions to AT&T Stadium events.
Key elements will include:
- Upgrading the world's largest HDTV video board to 4K technology
- Refreshing all seven AT&T Stadium Pro Shops
- Creating additional permanent concession and bar locations
- Creating additional wellness spaces within the main clubs and upper concourse
- Updating finishes and enhancing technology displays around the venue
- Re-imagined suite design and finishes including updated technology applications
- Re-designing and creating an all-new look and feel of suite level corridors
By The Numbers
Frequently Asked Questions
What are some of the major enhancements that have been made to AT&T Stadium since its opening?
Since opening in 2009, the Jones family has delivered on a commitment to operating AT&T Stadium at the highest level of major sports and entertainment venues in the world by investing over $150 million in ongoing improvements and enhancement. Through this continual re-investment, they have ensured the best possible fan experience for Dallas Cowboys games and the many other events that have taken place at AT&T Stadium.
A few examples of include:
- Enabling Fan Connectivity — High Density Wi-Fi was installed in 2010 to make Super Bowl XLV the first ever with Wi-Fi accessible to fans with continual updates every year with the most recent in 2022 upgrading to Wi-Fi 6E. In partnership with AT&T, AT&T Stadium also became the nation's first 5G-enabled stadium in 2019, and in 2020 the largest indoor cellular-network in North America was built with 2,430 distributed radios and up to 700 configurable zones providing 10x the capability previously offered to fans.
- Fan Experiences — in 2016 AT&T Stadium introduced Stadium Club, in 2019 in partnership with AT&T augmented reality was introduced at AT&T Stadium with Pose with the Pros bringing fans closer to their favorite Dallas Cowboys players, and in 2021 Miller LiteHouse was established as an exciting location for fans to gather pre and post-game.
- Fine Art — Since opening in 2009, over 90 fine art installations have occurred at AT&T Stadium. The most noteworthy of which is Anish Kapoor's Sky Mirror, added to the Dallas Cowboys Art Collection in 2014.
- LED Technology — AT&T's louvered LiveFX Board was added to the east endzone in 2014, followed by a digital tunnel cover in the east endzone in 2017, and additional LED boards were added to lower-level locations in 2022. LED videoboards in AT&T Stadium's east and west plazas were upgraded in 2018 and again in 2021.
- Mobile Technology — in 2018 AT&T Stadium introduced mobile ticketing and parking, in 2019 digital readers enhanced suite security, in 2020 AT&T Stadium became a fully cashless venue. In 2022, AT&T Stadium began offering in-seat food and beverage ordering and delivery service, powered by AT&T's 5G network.
- Restrooms — in 2014 club restrooms were expanded and in 2019 additional restrooms were added in the endzones at field level to better accommodate concert goers seated on field level.
- TV Displays — beginning in 2018, displays throughout AT&T Stadium were updated to reflect the newest technology available and in 2021 4k IPTV was implemented at AT&T Stadium.
What are some of the events hosted at AT&T Stadium since its opening?
Since opening with a sold-out crowd for George Strait in 2009, AT&T Stadium has established an incredible track record for hosting exciting sports and entertainment events. Examples include:
- Dallas Cowboys Football
- NFL Super Bowl
- NFL Draft
- Cotton Bowl
- Big XII Championship Football
- College Football Playoff National Championship
- College Football Games featuring the likes of Texas A&M, Arkansas, Oklahoma, Texas Tech, Baylor, LSU, TCU, Oklahoma State, Alabama, & Texas
- NCAA Final Four
- NBA All-Star Game
- CONCACCAF Gold Cup
- Academy of Country Music Awards
- WWE WrestleMania
- Concerts including George Strait, Garth Brooks, Taylor Swift, Paul McCartney, U2, Kenny Chesney, Jay Z and Beyonce, Rolling Stones, Guns N Roses, Cold Play, The Eagles, & More
What are the major changes being made at AT&T Stadium?
This project will include a variety of upgrades and enhancements to AT&T Stadium, including:
- Upgrading existing video board to 4k technology
- Refreshing all seven (7) of AT&T Stadium pro shops
- Adding permanent concessions and bars to the Hall of Fame level
- Incorporating wellness spaces within main clubs and upper concourse
- Updating finishes and enhancing technology displays throughout club spaces
- Improving suites through updated finishes, layout revisions, and updated technology
- Enhancing look and feel of suite corridors
When will this project begin and when will it be completed?
This project will be a multi-year, multi-phase effort, beginning in spring 2023 and concluding by fall 2025.
How will the project impact events at AT&T Stadium?
This project has been thoughtfully planned to avoid major interruptions to AT&T Stadium events. While you will notice AT&T Stadium undergoing changes throughout 2023, 2024 and 2025, we will continue to host events during this time. For more information on upcoming events please visit our Events page.
How much will this project cost?
The projected cost is $250 million. This commitment is in addition to the nearly $150 million invested since opening, to maintain AT&T Stadium as one of the premier sports and entertainment venues in the world.
How is this project being funded?
The project is being funded privately by the Jones family.
What was the original cost to build AT&T Stadium?
The initial design and construction of AT&T, which opened in 2009, cost $1.2 billion.
How will this project benefit our region?
The continued investment to maintain AT&T Stadium as a premier sports and entertainment venue helps North Texas attract and compete for exciting events that supports the region's economy.
How will this project impact me as an AT&T Stadium founders or club seat holder?
More information will be communicated to you by your service coordinator on when and how this project may impact your AT&T Stadium experience.
How will this project impact me as an AT&T Stadium suite holder?
More information will be communicated to you by your suite services coordinator on when and how this project may impact your AT&T Stadium experience.
How will this project impact tours at AT&T Stadium?
For more information on AT&T Stadium tours, please visit our Tours page.
— Ben Fischer (@BenFischerSBJ) December 9, 2022
The Dallas Cowboys' $1.3 billion AT&T Stadium has been called the “Taj Mahal of football.”
Jerry Jones is reportedly planning upgrades that could cost up to $295 million. @Justin_A_Byers has more ⤵️
— Front Office Sports (@FOS) December 9, 2022
Jerry World is going to get even fancier with nearly $300 million in upgrades planned. #DallasCowboys
— Sunday Night Football on NBC (@SNFonNBC) December 9, 2022
About AT&T Stadium: AT&T Stadium is one of the largest, most technologically advanced entertainment venues in the world. Designed by HKS and built by Manhattan Construction, the $1.2 billion stadium features two monumental arches, the world's largest HDTV video board cluster, an expansive retractable roof and the largest retractable end zone doors in the world. Features of the stadium include seating for 80,000 and expandability for up to 100,000, over 300 luxury suites, club seating on multiple levels and the Dallas Cowboys Pro Shop, open to the public year-round. The stadium is also home to a world-class collection of contemporary art, made up of over 90 pieces from an international array of curated artists displayed on the walls and in the grand public spaces of the venue. In addition to being the home of the Dallas Cowboys since opening in 2009, the stadium has hosted Super Bowl XLV, the 2010 NBA All Star Game, the 2014 NCAA Men's Basketball Final Four, the 2015 College Football Playoff National Championship Game, the annual Goodyear Cotton Bowl Classic and WrestleMania 32 and 38. The venue has also played host to high school and college football, concerts, championship fights, international soccer matches, and other special events. For more information, please visit www.attstadium.com.
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