Word: stadiums
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Dates: during 2000-2009
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That sounds about right, because the future may well be what his stadium represents - and not just because it has lots of glass and exposed steel and none of the corny nostalgic touches that baseball parks go in for these days. Jones didn't want a stadium that would just look like the future. He wanted one that would shape it, or at least shape the future of football, a game that for most people is something seen only on television. Jones thinks more of those people should be coming out to games - preferably the ones his team is playing...
...thing is, when you look around the new Cowboys Stadium, with its multitude of private clubs and bars and what you might call its presiding deity (a massive, 600-ton JumboTron hovering 90 ft. above the field), you can't help suspecting that a good part of his vision is to make the stadium experience even more like the home experience - centered on television, food and drink - but bigger. Much, much bigger. So at 3 million sq. ft., the Cowboys' new home in Arlington, Texas, is three times the size of Texas Stadium, where they used to play...
...what they see on that screen will be their experience of the game. By comparison, the actual teams will be little dots scrambling on a field far below - except in the rare cases when the two worlds collide. In a much discussed incident during a preseason game at the stadium in August, A.J. Trapasso of the Tennessee Titans managed to bonk the JumboTron with a punt, which set off a fuss about whether it would have to be hauled higher. Jones has refused, and for now the NFL has ruled that if another punt hits...
...Tickets Something else about Jones' stadium is big: the prices. Like baseball parks and basketball-hockey arenas, football stadiums have for decades been evolving into places where an increasing amount of the real estate is devoted to premium-priced seating. In that department, Cowboys Stadium is the new frontier. About a third of the base seating capacity of 73,000 consists of suites - 325 of them - and high-priced "club seats" with access to various bar-lounges at escalating levels of luxury. Those seats require that you first buy a 30-year license, which costs between...
...same, there must be quite a few of those people, because even in a sluggish economy, the new stadium is close to selling out. By mid-September, the Cowboys were reporting that 95% of their club and reserve seats have been sold to season-ticket holders. That's all the more impressive when you remember that the Cowboys, who ruled the NFL in the early '90s, barely rule Texas these days. Between 1972 and 1996 they won five Super Bowls, three of them in the years after Jones bought the team in 1989 and started fiddling energetically with the coaching...