BEHIND THE BANNER
REVIVING A CLASSIC: COTTON BOWL STADIUM UNDERGOES MAJOR RENOVATIONS!
BY: DAVID LEE
Dallas carries a deep and rich sports culture. Professional franchises have come and gone. Stadiums and arenas have been constructed and demolished. But there’s one fixture that has survived the decades as a megalithic sports structure: Cotton Bowl Stadium.
With more than 92,000 seats, it is the fourth-largest stadium in Texas. Nearing its 100th birthday, the historical landmark, which opened in 1930, is undergoing major
renovations. The $140 million project began in March and received an additional $65 million in funding in mid-September. It is estimated to be completed by the start of the 2025 State Fair of Texas, but the stadium will continue to host events in the meantime.
Featured upgrades include doubling the size of the main concourse and adding new art deco artwork, 14 new escalators, new
multi-story entries, a larger upper-west concourse with terraces overlooking downtown Dallas, additional and upgraded restrooms and concession stands, premium seating, an expanded press area, and improved in-stadium Wi-Fi.
“The work completed this year has laid a strong foundation for the upcoming renovations,” says Stacey Church, General Manager of Fair Park Dallas and Cotton Bowl Stadium. “So far, we have made significant progress, including upgrades to two suites typically used by VIPs during events at the Cotton Bowl. The goal is to elevate the visitor experience at the stadium, ultimately attracting and retaining more business. We anticipate these renovations will enhance both the quality and quantity of events the stadium can host.”
The makeovers will help attract other major soccer, football, and sports events, as well as concerts. The new professional women’s soccer franchise Dallas Trinity FC, founded in May 2023 and competing in the USL Super League, kicked off their opening season in August at Cotton Bowl Stadium.
“In the long term, guests can expect a much more modern experience,” Stacey adds. “The west side concourses will more than double in width, making it significantly easier to navigate the stadium. New escalators and elevators will speed up entry and exit to all three levels, and expanded restrooms will accommodate larger crowds more
efficiently. Concession upgrades will offer a greater variety of options and quicker service, while new premium areas will provide amenities that Cotton Bowl guests have not experienced before. These enhancements are highly attractive to promoters and are expected to boost event activity at the stadium—because more events mean more opportunities for the City of Dallas.”
The iconic stadium might be a throwback for most fans, but it’s keeping up with the evolving sports culture and landscape in Big D. This ensures that the Cotton Bowl brand and legacy will continue to attract top-tier sports competition and entertainment.
“The DFW Metroplex is a highly competitive market for sports venues,” Stacey says. “Just this week, FC Dallas announced a renovation package for their facility, and other popular stadiums are also undergoing upgrades. These changes at the Cotton Bowl are an essential first step in keeping the stadium competitive for hosting large events.
Ultimately, completing renovations on both sides of the stadium (currently, only the west side is included in this phase) will ensure that Cotton Bowl Stadium remains a vital part of Dallas’s sports culture moving forward.”
The Arena of Legends
Cotton Bowl Stadium hosted the Cotton Bowl Classic from 1937 to 2009, with many classic matchups determining college football national champions. It has hosted the annual Red River Rivalry between the Texas Longhorns and Oklahoma Sooners since 1932. Last year’s matchup alone brought a $51 million economic impact to Dallas. In December of last year, the two schools agreed to a contract extension to keep the rivalry game at Cotton Bowl Stadium through 2036.
An unprecedented roster of football’s alltime greats has graced the field, including 23 Heisman Trophy winners. Sammy Baugh, Bobby Layne, Doak Walker, Ernie Davis, Roger Staubach, Earl Campbell, Joe Montana, Herschel Walker, Bo Jackson, and Ricky Williams are just a few of the legends that have enriched the stadium’s history. In the late 1940s, Doak Walker was so popular that the SMU Mustangs moved their home games to the Cotton Bowl.
To accommodate the boom in fans, seating capacity expanded from 45,000 to 70,000. Walker also won two Cotton Bowl game MVPs. The stadium came to be called “The House that Doak Built.” In 2008, seating was expanded again to its current capacity, encircling the upper deck.
The annual State Fair Classic between the Grambling State University Tigers and the Prairie View A&M University Panthers is also held at Cotton Bowl Stadium. It’s the former home of the Dallas Texans, Dallas Cowboys, SMU Mustangs, and Dallas Burn (now FC Dallas). Cotton Bowl Stadium also played host to the 2020 NHL Winter Classic (Pictured above). The stadium also hosted the 1966 NFL Championship Game between the Dallas Cowboys and Green Bay Packers the first in the Super Bowl era.
See upcoming Cotton Bowl Stadium events at FairParkDallas.com
BUILDING CONNECTIONS:
A BEHIND THE SCENES LOOK INTO THE DALLAS SPORTS COMMISSION’S MARKETING DEPARTMENT
BY: ALEX GILBERT
As a cornerstone of the DFW sports community, the Dallas Sports Commission (DSC) embraces its responsibilities with passion and purpose. Our mission extends beyond simply attracting sporting events; we strive to create a lasting impact in everything we do.
While our sales team focuses on securing business, our marketing team works tirelessly to position Dallas as a premier sports destination. This journey begins by aligning with our clients’ goals and continues as we establish the DSC as a trusted leader in the sports arena.
By prioritizing our clients’ marketing objectives, we embody the true spirit of Dallas—hospitality. From the initial sales pitch to the final event report, we are deeply involved every step of the way.
With a dedicated marketing team of three, we offer a comprehensive range of services tailored to meet our clients’ needs.
Ben Harbuck , Marketing Specialist , leads our digital and grassroots marketing efforts. His hands-on approach to social media and email marketing has significantly enhanced our digital presence.
Cesar Jaramillo, Brand Specialist , is our creative powerhouse. He oversees all graphic design and brand management, and his skills in photography, videography, and website development bring our vision to life.
Alex Gilbert , Director of Marketing , guides the overall strategy for DSC’s marketing initiatives, ensuring a cohesive approach from public relations to branding.
Our success is rooted in community support. Throughout the year, we actively reach out to new contacts, network with colleagues, and build the relationships that empower our clients to thrive in Dallas.
One recent initiative took place this September, when we invited local sports marketing professionals to the historic Fair Park Dallas. This event served two key purposes: facilitating collaboration among local professional teams during an exclusive mascot shoot and offering a chance to reconnect within our vibrant sports community. In the fast-paced world of sports, finding time to pause, reflect, and connect can be a challenge.
Despite the late September heat, attendees came together, exemplifying the passion that defines our community. The mascot shoot saw strong participation, with only a few teams unable to attend due to scheduling conflicts.
Those who joined us for the networking portion later in the day enjoyed reconnecting over classic fair treats like corny dogs and fried Oreos.
At the Dallas Sports Commission, we are dedicated to providing world-class customer service and hospitality. From grassroots sports to international soccer matches, our team is focused on continuously elevating the Dallas sports scene.
All of that work is supported through the strength of the community we have built together.
We are privileged to work with outstanding partners, stakeholders, and clients. It is through these relationships that we reaffirm Dallas as the No. 1 City for Sports Business. Together, we celebrate the vibrant tapestry of our sports community.
As we look to the future, the Dallas Sports Commission remains committed to fostering a thriving sports landscape that benefits everyone in our community. We will continue to champion collaboration, innovation, and growth, ensuring that Dallas not only attracts world-class events but also nurtures the passion and talent within our local sports scene.
Together, we will build a legacy of excellence, making Dallas a beacon for sports enthusiasts and professionals alike. Thank you for being a vital part of this journey—let’s keep elevating our community together!
pros at home in October
Copa Kin Read to Win!
This month our team was honored to celebrate the 2024 Copa Kin Read to Win Challenge with the students of Obadiah Knight Elementary and special guests from the Mexico National Team!
This year’s challenge saw students surpass an incredible 260,000+ minutes of reading. As part of their achievement, they were rewarded with a special reading ceremony led by Luis ‘El Matador’ Hernandez!
Events Intern
2022 FLASHBACK FEATURE
In 2022, the Dallas Sports Commission hosted:
UPCOMING EVENTS
STATE FAIR CLASSIC
SEPTEMBER 28
COTTON BOWL STADIUM
RED RIVER RIVALRY
OCTOBER 12
COTTON BOWL STADIUM
CCM DALLAS - BOYS HOCKEY
OCTOBER 12-14
CHILDREN’S HEALTH STARCENTER (MULTIPLE VENUES)
UNITED PICKLEBALL ASSOCIATION WORLD PICKLEBALL CHAMPIONSHIPS
NOVEMBER 1 - 10
BROOKHAVEN COUNTRY CLUB
JAKE PAUL VS. MIKE TYSON
NOVEMBER 15
UPCOMING VOLUNTEER OPPORTUNITIES:
• To learn about the latest DSC Volunteer opportunities Click Here
WANT TO VOLUNTEER FOR THE FIRST TIME? SIGN UP IN OUR VOLUNTEER PORTAL, ROSTERFY!
LEARN MORE
VOLUNTEER OF THE MONTH
SEPTEMBER 2024
LAPIPLASTY® PICKLEBALL WORLD CHAMPIONSHIPS
With nearly 80 permanent pickleball courts and the return of Pickleball Boulevard, this 11-day celebration promises to be the biggest pickleball event in the world.
From November 1-10, fans & players can enjoy the Major League Pickleball Playoffs, DUPR Collegiate National Championships, Lapiplasty® Pickleball World Championships, Deep Eddy Vodka Celebrity Pickleball Showdown, the Pickleball Boulevard Block Party, and the newly added Pickleball Business Forum.
REMINDER: AMATEUR REGISTRATION IS OPEN FOR ALL AGES AND SKILL LEVELS!
JOSE GUZMAN BRIDGING HOPE
BY: NANCY RODRIGUEZ
same level of attention given to Alzheimer’s. My mom passed away from Alzheimer’s which made me realize I had to do something to bring awareness” says Jose Guzman, former Texas Rangers player and current Spanish language radio broadcaster for the Rangers and Founder of Guzman23.
José Guzmán is a former Major League Baseball pitcher who made his mark with both the Texas Rangers and the Chicago Cubs over a decade-long career. Born in Santa Isabel, Puerto Rico Guzman’s exceptional talent caught the eyes of former Rangers scout Orlando Gomez who paved the way for Jose to become a professional baseball player in the United
player of the year in 1991 and achieved many other significant milestones. Despite these professional triumphs, Jose knew there was nothing more important to him than his mother.
The passing of his mother, Maria Isabel Guzman, became a personal journey for Guzman, desiring to honor his mother’s memory by embarking on a mission to support families affected by Alezeheimer’s disease. Guzmán became dedicated to providing resources and assistance to those caring for their loved ones, helping them maintain their care at home for as long as possible or if necessary in a facility.
“I created this foundation not only to increase its
acknowledgement, but I would also see how my sister took care of my mom at home and it was not easy, which really inspired me to do something and help others that are going through the same situation at home” said Jose.
Founded in 2011, the Guzman23 foundation has been dedicated to providing financial assistance to those affected by Alzheimerz.“I want to support patients who are living at home, nowadays the cost of living is expensive, medication, groceries and the bills and that’s where we step in and help pay for those needs.” said Guzman.
José Guzmán’s commitment to helping as many families as possible through the Guzman23 Foundation has been a deeply personal mission, yet it has not been without its challenges. The primary obstacle has been securing sufficient funding. As a new and small foundation starting from scratch meant building recognition, and securing the financial resources to launch. However despite the adversities, Guzman23 foundation has made significant strides and is successfully fulfilling its mission but it could not have been possible without Jose’s great team Kristina Guzman and Robert Talamaez, whose extensive experience in the industry and commitment in the community have been invaluable. “We are a small team, I enjoy having them and their experience and value their help and opinions but most importantly I will always be grateful for them because they believed in me”.
Alongside with his team, José Guzmán highlights one of the Guzman23 Foundation’s most significant achievements: Their Annual Golf Tournament, a second sport Jose would describe as one of his passions. This October, the foundation will host its 13th Annual Charity Golf Tournament, “Putting a Purpose,” in Lantana, TX. The tournament which consistently sells out every year reflecting the love, passion and hard work of the foundation. “I noticed so many people around me share
the love for golf and making it the best way to stay connected and most importantly to build friendships” said Guzman. Every year, 90% of the golfers, sponsors and families return to this event, which reflects the strong community bonds and the foundation’s enduring impact which to Jose is the definition of his foundation’s success.
José Guzmán takes great pride in witnessing the ongoing growth of the Guzman23 Foundation, fully aware that its success is deeply rooted in community support.
His long-standing connection to Texas has fostered a special bond with the local community, who always showed him love and support and Jose is dedicated to giving back by remaining actively involved in various community events each year. Jose is involved in several community events each year including PlayersTV Hispanic Heritage Events for the Rangers and engaging with community initiatives in Uvalde, TX.
“It makes my heart happy seeing so many families come together and it is another reason that keeps me motivated,” said Guzman.
Guzmán is committed to the continued development and growth of the Guzman23 Foundation, with a future vision centered on enhancing Alzheimer’s care facilities. His goal is to transform these facilities into environments where families can feel confident that their loved ones are receiving the attentive and compassionate care they truly deserve.
“There might currently not be a cure for Alzheimer yet but there are definitely resources that can help with this disease and my foundation and I are here as one of those resources.” To learn more about Guzman23 and how you or your family can be helped or to become a sponsor, visit: www.guzman23foundation.com
