cowboys
The Dallas Cowboys took a proactive marketing approach for the development of their new stadium in Arlington, TX. Their strategy addressed the key challenges ranging from winning the Super Bowl bid for 2011 to showing the key interior and exterior details of this elegantly designed domed structure. On completion this will be the largest domed structure in the world. A few of the key areas detailed by Heartwood Studios’ included over 200 suites, the retractable roof and the design details and finishes which will be enjoyed by the multitude of fans. The Dallas Cowboys have utilized the visualization to address many traditional challenges in the sports industry, including the following:
- Assist in the design of the project by illustrating details for incorporation into the detailed design documents
- Pre-view sight lines which would otherwise be left to traditional design and engineering practices. Assist in viewing the space and get a feel for the space and proportions. Marketing departments need assistance in comprehending dimensioned drawings; pre-visualization helps fill the gaps between drawings and the finished product.
- In addition the Dallas Cowboys completed a scale model of the stadium. The pre-visualization provided by Heartwood Studios allowed them to view places and details not available on a model. The pre-visualization, along with the audio, placed viewers in a virtual environment unlike any other experience short of being there and watching a real game.
Moving forward the Dallas Cowboys see the pre-visualization Heartwood Studios developed as a valuable tool and recently had the following successes:
- Winning the right to host the Super Bowl XLV
- Successful procurement of 2010 AT&T Cotton Bowl
- Successful procurement of 2009 & 2010 Big 12 Conference Championship
- Increase of 27 percent in sales to date
In conclusion, the Dallas Cowboys have materialized the value of pre-visualization and found most people who inquire about premium seats have viewed the pre-visualization and thus were well aware of the features of the stadium.
Case Study developed in collaboration: Jack Hill - Director of Stadium Construction, Dallas Cowboys