Client
Dallas Cowboys
Location
Arlington, Texas
Sector
Sports Venues & Arenas
Services Provided
Strategy
Visitor Experience
Design
Interior Design
Lighting Design
Delivery
Vendor/Fabrication Procurement
& Oversight
The Challenge
The Dallas Cowboys set out to make AT&T Stadium more than a place to watch football. So, “America’s Team” partnered with Journey to create a bold, upscale space that immerses fans in the Cowboys’ way of life during gameday and beyond.
Our Solution
We transformed a 19,000-sq-ft space within AT&T Stadium into a versatile clubhouse that serves as the ultimate “tailgate” experience on gameday and offers a refined dining experience throughout the rest of the week.
The space flexes with demand, expanding and contracting to accommodate peak crowds or more intimate table settings, making it equally suited to a casual night out or an impressive business lunch. Located at the north end of the stadium, the members-only Stadium Club delivers an upscale dining experience with wood-fired cooking, a full bar, and a vibrant Cowboys-themed atmosphere.
On game days, it becomes an all-inclusive destination for season ticket holders, opening three hours before kickoff and extending beyond the final whistle. Beyond game days, the club operates as a standalone dining destination, welcoming visitors into the stadium and extending revenue opportunities throughout the week.
Impact
The Stadium Club operates as an exclusive, members-only destination, with access limited to season ticket holders during the match, while remaining accessible to the public throughout the week. This balance of scarcity and accessibility, combined with the strength of the Cowboys’ brand, positions the space at the very top of the stadium’s hospitality offering.
Similar premium environments developed for the Cowboys have seen memberships sell out ahead of their openings, underscoring the appetite for elevated, club-led fan experiences.
“The Stadium Club space is a knockout: a sleek black modernist “Cheers-on-a-spaceship” bar, with elegant dark wood paneling, reflective glass and as many gigantic TVs as a football fan could want.”
– Dallas Observer