I’ve been a fan of the Dallas Cowboys almost my entire life. I went to my first Cowboys game when I was 6 when my Dad took me to see the Cowboys play the Browns in 1964, at the Cotton Bowl. Got see the great Jim Brown and all the early Cowboys greats like Bob Lily, Dandy Don, Don Perkins, etc. I loved going to Cowboys games as a kid.
In fact, I was lucky enough to see multiple games at the Cotton Bowl and Texas Stadium, and I’ve seen one at AT&T. By far, my favorite experience as a fan was at Texas Stadium. My Dad took my brother and I to see a game at Texas Stadium in 1971, the year it opened and several others over the years. You felt close to the field and it would get really loud. It felt like a real home field advantage.
To me, it’s harder to be a fan who comes to Cowboys games the last decade or two. BUT- I’m NOT one of these old guys who thinks everything was better in the past. Some things are better these days. The video screens, the access to restrooms, seating room, etc are certainly better today.
But let’s be honest- going to a Cowboys game today is an extremely pricey affair. I’m a middle class retired educator, and taking my family to a Cowboys game like my Dad did is simply not realistic for me. I went to a Cowboys home game back in 2018 vs Tampa Bay with my father in law and son and it was not a great experience. The cost of parking, the cost of food and drinks, not to mention the exorbitant ticket prices and shopping mall feel to the stayjum made it much less enjoyable.
The saddest part of all this is I think too many Cowboys fans are being priced out of the experience. Being at an NFL game is so different than watching on TV.
So....here are some things the Cowboys organization could do to make going to a Cowboys game much more accessible and affordable to the average fan:
- Create a special section for about 5,000-10,000 Cowboys fans at much more affordable prices. Fans could apply to get tickets through a lottery system. They could have a lottery selection for each game that would determine who gets those tickets. It could be called the “Fan appreciation section” or something like that. Prices could be set much lower than other tickets.
- The Cowboys should buy some property for additional parking space at much lower prices- like $10. This would also include a shuttle service. There are several areas of property around the stayjum that could be purchased. The Cowboys can afford it! The parking and walk to the stayjum is one one of the worst in the entertainment experience IMO. Parking for nearby Texas Rangers games are waaaaay more accessible.
- Have a designated “throwback game” once a season. Tickets, parking and vendor costs could all be set at 1995 prices- the last time the Cowboys won a SB. It would give fans a special game at throwback prices.
- Have a fan appreciation game where there are special giveaways like jerseys, hats, etc. where “the first 10,000 fans who enter the stadium”...Baseball, basketball and hockey all do this and it’s very popular.
What else? These are just a few ideas. And before someone says, “They will never do this because it gives up too much”, the Cowboys can certainly afford this. Besides, fans are under appreciated. The Cowboys are making money faster than it can be printed. Surely they can afford to thank the people that have made this organization be where it is today.
There was a time when the fan experience factor was 100%.
I've mentioned before how the franchise was created for the fans of a particular region. It was owned by a prominent businessman in that area as an act of appreciation to it's citizens as well as the publicity and loyalty that would enhance the reputation of an owner's particular business. It wasn't too different than sponsoring a little league team in theory. Of course, everything was done on a much higher level.
It was never the intention of the original team owners to use the team as a profitable business.
Tickets were priced very reasonably, the idea being that each citizen of that area, rich or poor, had an equal right to purchase a ticket. It was literally in a sense, their team. Their city's name was part of the team name. Early on, the team name resembled part of their owner's company name.
The Green Bay Packers were owned by the Indian Packing Company, for example. The Chicago Bears originally played in the town of Decatur and was owned by the Staley Starch Company. they moved to the big city and became the Chicago Staley's for a short period of time before becoming the Chicago Bears.
Being in the red financially from time to time was a normal condition for an NFL team. However, it it became out of hand, then the owner was forced to sell. Typically, it was the result an owner's business that led to the sale of the franchise. Hopefully they could find another owner willing to "sponsor" the team for their fans and city
However, the team owners slowly began realizing the potential profit from their contribution to the city. This realization reached it's peak when Jerry Jones entered the picture. There are areas in NFL football where Jerry Jones lacks credible experience and knowledge. Making money isn't one of them. In fact, this ability is his specific contribution to "the game" and, in the ultimate irony, the reason his name appears in the Hall of Fame.
Jerry Jones engages in a ticket selling practice where individual tickets for individual games are limited and overpriced, most seats are tied up in season tickets and corporate packages. He has essentially eliminated the market of game attendees we call "the average fan" and he doesn't care.
There was a time when the commissioner of the NFL promised that there would never be an NFL game that required a fan to subscribe to a paid cable channel.
This was the downfall of fan friendly NFL football. Money now rules. The players union saw this and demanded their share, rightfully so when you look at how the owners profited. However, they may continue to find ways to keep the money flowing, but interest in the game and the league are declining. Fewer people will be paying more.
Really, the only way to change the circumstances is to threaten the owners cash flow. We can't do that but I guarantee a competing league will do exactly that.
Now that's the sad part. In order to improve NFL teams and make them more fan friendly, enough of those friendly fans have to leave and be friendly with teams in a different league. Only then will NFL owners wake up.