Client
Dallas Cowboys, AT&T Stadium
Location
Arlington, Texas
Services Provided
Strategy
Experience Masterplanning & Placemaking
Story
Creative Concepting & Experience Mapping
Design
Interior Design
Lighting Design
Delivery
Installation, Integration & Commissioning
Challenge
The Cowboys Club at The Star set out to create something entirely new: a private members club founded and operated by a professional sports organisation. The challenge was to translate the prestige, heritage and exclusivity of the Dallas Cowboys into a luxury hospitality experience that could stand alongside the world’s leading private clubs.
Solution
Journey designed the 19,000-square-foot space to expand and contract depending on fan traffic; transforming it into the ultimate tailgate experience on game days, and an amazing fine dining experience on others.
With a series of lounges, bars, and a full-service restaurant – all within footsteps of the Cowboys ownership offices and world-famous cheerleaders training studio, it’s the perfect location to immerse yourself in all things Dallas Cowboys.
“This will allow people to get a peek under the helmet. We want to maximize fan engagement, to get the touch and feel of the team before they reach their seat.”
The game plan for Dallas Cowboys and AT&T Stadium was to create a bold, upscale space that isn’t just about watching football, but also brings fans up close and personal with their favorite football team and players.
Located within the heart of the Dallas Cowboys Star headquarters, The space was designed to provide all the comfort and amenities that you would expect from a country club membership, but with the brand recognition and following that comes with an iconic sports team like the Dallas Cowboys.
The Club unfolds as a progression of spaces, beginning with the more open, inclusive lounges and culminating in the members only full-service restaurant. The deeper you move through the interior, the more intimate the experience becomes — offering greater insight into the organization and an exclusive view overlooking the team’s practice field.
The Cowboys Club is not only a beautifully designed social space that takes the Cowboys brand and elevates it beyond just sport, it also taps into America’s reverence for professional sports and football. It provides a completely unique experience for the elevated fan: providing a full concierge/hospitality experience with the backdrop of your favorite sports team.
Impact
Membership Sold Out
Before opening
19,000-square-foot
Space designed to expand and contract depending on fan traffic.
First-of-its-kind
Private members club founded by a professional sports organization.