NFL Dallas Cowboys: Strategic Plan for NFL Stadium and “Legends Square” Branded Sports District
- Worked directly for Ownership in analyzing alternative sites and deals over 5 year period (2001-2006)
- Developed master plans & programs for collateral development options
- Conceived “Legends Square” program for collateral development of Branded Sports Entertainment Destination of 600,000 sf
MRA consulted the Cowboys Ownership over a five year period, in evaluating development sites and programs for an iconic stadium and a branded sports and entertainment district. Concepts included the Cowboys Field House, integrated media, an outside-the-stadium fan zone with high definition media; and the “Legends Square” Entertainment District consisting of a mix of dining, retail and entertainment offerings; office, training and hospitality facilities.