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GAME DAY: On February 6, 2011, Super Bowl XLV will be played at Cowboys Stadium, the first Super Bowl for the North Texas region.

CONTENTS Departments

the beginning for the Emerging Business Program.



Since North Texas was awarded Super Bowl XLV in 2007, the Host Committee has been preparing the region for February 6, 2011.

14 | NEWS & NOTES NFL Experience allows every fan a unique Super Bowl experience // SLANT 45 Art Exhibit showcases creative minds // The official book of Super Bowl XLV.

18 | LASTING LEGACY The soon-to-be-built NFL YET Center in Arlington is just another reminder that the Super Bowl will bring more than just a football game to the region. PHOTOGRAPHY BY LAYNE MURDOCH

Venue Marketing Group founder Kristie Vento recognizes the opportunities that come with the Super Bowl coming to North Texas. BY JUDY HOWARD ELLIS

As the Presenting Sponsor of the XLV Volunteer Program, Allstate’s well-known slogan is a perfect fit. BY STEVE PATE

76 | INSIDE THE HOST COMMITTEE As Super Bowl XLV approaches, the North Texas Super Bowl XLV Host Committee wraps up several events // Super Bowl XLV is just

To celebrate the region’s first Super Bowl, fans voted on the top 100 moments in North Texas football history. BY CHARLEY WILSON

50 | HONORING LEGENDS At the annual Media Party, a trio of North Texas legends will be honored for their life of service covering sports. BY MICKEY SPAGNOLA

120 | END ZONE The Host Committee and Cartier hosted a special reception to recognize the Legends Action Team at NorthPark Center in Dallas.









From the bid to the game, it takes a super person to lead the Super Bowl effort — meet Host Committee Vice President & COO Tara Green.

To help prepare for the big game, some of North Texas’ finest citizens stepped up to take action.

80 | THANKS FOR THE MEMORIES A review in pictures of the last two years in the life of the North Texas Super Bowl XLV Host Committee. PHOTOGRAPHY BY LAYNE MURODCH,





A look back at the immense impact of the largest youth education initiative in Super Bowl history. BY STEVE PATE

ARLINGTON Cowboys Stadium One Legends Way Arlington, TX 76011 214-252-5100

Super Bowl XLV is an international event bringing together a four-county region, led by 12 partner CVBs. BY ART STRICKLIN

DALLAS 2911 Turtle Creek Blvd., Suite 1000 Dallas, TX 75219 214-252-5100 214-224-0180 (fax)

FORT WORTH 777 Taylor Street, Suite 1124 Fort Worth, TX 76102 817-258-3897 214-224-0106 (fax)

VOLUME 3. ISSUE 7. XLV INSIDER is published quarterly by the North Texas Super Bowl XLV Host Committee. All rights reserved. Printed in the USA. For subscriptions, address changes, or back issue inquiries, please call 214.252.5100, or email and put “XLV INSIDER: THE MAGAZINE” in your subject line. Please give both new and old address as printed on most recent label. Address all editorial business and production correspondence to XLV INSIDER: THE MAGAZINE, 2911 Turtle Creek Blvd., Suite 1000, Dallas, TX 75219. No part of XLV INSIDER: THE MAGAZINE may be reproduced in any form by any means without prior written consent from the North Texas Super Bowl Host Committee. For permission requests, please call 214-252-5100. For an online version of the magazine, visit COVER PHOTO: LAYNE MURDOCH





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HOW THE BID WAS WON The North Texas bid for Super Bowl XLV faced an uphill battle: a region that had never hosted the Super Bowl, a stadium that wasn’t yet built, and tough competition from other potential host cities. However, led by the teamwork of this group and a few others, North Texas was awarded the game that is now just days away on Feb. 6, 2011. Pictured above: (L-R) Rosie Moncrief, Dan Petty, Charlotte Jones Anderson, Roger Staubach, Norma Roby and George Bayoud.






HOMETOWN TEAM At the 100-Day Luncheon at Cowboys Stadium on October 28, several Dallas Cowboys’ legends showed their support as the Texas Rangers prepared for the first World Series in North Texas’ history. When asked who they would be rooting for in the upcoming series, (L-R) Troy Aikman, Daryl Johnston, Jerry Jones, Drew Pearson, and Emmitt Smith all donned red Rangers’ caps. Unfortunately, the Rangers, who play their home games across the street from Cowboys Stadium at Rangers Ballpark in Arlington, lost the World Series in five games to the San Francisco Giants.











SHARING CREATIVITY The Hockaday School fifth grader Maye McPhail helped unveil the SLANT 45 Artwork Exhibit at NorthPark Center in Dallas, proudly showing Daryl Johnston her work. The collective exhibit, created by North Texas children participating in the service-learning program SLANT 45, depicts the various projects planned and executed by over 44,000 kids throughout the region. Approximately 3,000 pieces of inspirational art are on display through April in North Texas and the State Capitol in Austin. It’s all a part of the SLANT 45 Community Heroes Touring Art Exhibition, presented by Neiman Marcus and the Ted and Shannon Skokos Foundation.




WINTER 2011 Volume 3. Issue 7.



ack in Fall of 2006, the Dallas Cowboys appointed a committee chaired by Roger Staubach to prepare the region’s first bid to be submitted to the National Football League to bring a Super Bowl to North Texas. The game was more than 1,800 days away, Cowboys Stadium had not yet been constructed and there was no regional blueprint to assist the committee in its efforts. Despite these challenges, the committee submitted its bid to the NFL which the League approved in the spring of 2007 confirming that North Texas would, indeed, host Super Bowl XLV in February of 2011. Over the next 1,355 days, Cowboys Stadium was constructed and opened to international acclaim and the Bid Committee transitioned into the 300-person North Texas Super Bowl XLV Host Committee, also chaired by Roger Staubach, the largest and most representative Host Committee in Super Bowl history. Since 2009, the Host Committee, led by Ross Perot, Jr., Mike Berry and George Killebrew, has confirmed more than $25 million in revenue from sponsorships and other sources including, a dozen $1 Million sponsorships, 10 more sponsorships at the $1 million threshold than confirmed by any previous Host Committee. Emmitt Smith and Gina Puente co-chaired the Host Committee’s Emerging Business Program sponsored by Texas Instruments, the largest program of its kind in Super Bowl history. Some 3,000 North Texas minority- and women-owned businesses participated in the Host Committee’s Emerging Business Workshops, 1,000 of which

“In spite of the challenges, the committee submitted its bid to the NFL which the League approved in the spring of 2007 confirming that North Texas would, indeed, host Super Bowl XLV in February of 2011.”

TEAM EFFORT: The North Texas Super Bowl XLV Host Committee staff has worked together for a few years, combining many talents to help make North Texas’ first Super Bowl a success.



are certified and included in Super Bowl XLV’s Emerging Business Resource Guide. Tony Dorsett chaired the Host Committee’s Volunteer Services Action Team, which recruited and vetted for security purposes 10,154 volunteers, the largest number of volunteers recruited by any previous Super Bowl Host Committee. The volunteers will work shifts at the region’s airports, convention centers, hotels and other North Texas venues serving as ambassadors welcoming and assisting visitors to the region. The Host Committee’s Service Learning Adventures in North Texas, or SLANT 45 education program chaired by Daryl Johnston, is the first education initiative established by a Host Committee to operate in conjunction with the Super Bowl and the largest service-learning program of its kind in America’s history. SLANT 45 involved almost 45,000 North Texas elementary school children who performed nearly a half million hours of community service throughout North Texas. The Host Committee’s historic KickOff Concert Series was the anchor of the Committee’s 12-month build-up to the Super Bowl and included three main-stage productions. The first production presented Faith Hill in concert in Fort Worth’s Bass Performance Hall. The Series’ second concert was presented in Dallas’ AT&T Performing Arts Center featuring a performance by Sting. And, the Series’ grand finale concert was presented in Cowboys Stadium for a capacity audience of nearly 40,000 in the format in which the stadium was configured. The concert included performances by Van Cliburn, the NFL PLAYERS Choir, the University of North Texas Symphony Orchestra and country artist Tim McGraw. Jerry Jones, Emmitt Smith and a host of former Dallas Cowboys also participated in the event. The Kick-Off Concert Series was planned by an Action Team comprised of 116 women representing 16 North Texas cities, including Honorary Chairs Linda Cluck, Gene Jones, Laura Leppert, Rosie Moncrief and Marianne Staubach. Brad Sham chaired the Host Committee’s Century in the Making Action Team, which designed and created the Committee’s Century in the Making Campaign in which nearly 1 million ballots were cast to determine the Top 100 Football Moments in North Texas’ history. The campaign was launched at the Fort Worth Stock Show and Rodeo in February of 2010 and culminated in October at the 2010 State Fair of Texas. Troy Aikman served as Vice Chair of the Host Committee and the Committee’s Board of Directors and chaired the Committee’s Legends Action Team comprised of 27 former Dallas Cowboys and other great NFL players and athletes. The Legends Action Team supported the Host Committee’s Century in the Making Campaign, SLANT 45 program and other initiatives important to the Committee’s mission. Continued on page 12.









Continued from page 10. EDITORS Tony Fay, Dane Brugler

The Host Committee’s budget development, income and expense projections, annual audit and other financial transactions were managed by the Committee’s Finance Action Team chaired by Bob Estrada. The Host Committee’s Public Safety Action Team, chaired by Dr. Theron Bowman, Chief of Police of the City of Arlington, included the police chiefs and other public safety experts from the region who worked together to create North Texas’ public safety action plan. FOX 4 anchor, Clarice Tinsley, chaired the Host Committee’s LEADING BY EXAMPLE: Behind the guidance of Staubach and Lively, the Host Communications Action Team, Committee has reached several goals and milestones that once seemed which collaborated with the Committee’s staff to develop strat- unfathomable. egies to convey the Committee’s to host future Super Bowls, NCAA championships most important messages to audiand other national and international sports events. ences in and beyond North Texas. In conclusion, it’s also important to acknowlDrew Pearson chaired the Host Committee’s edge the remarkable support of the Host Community Outreach Action Team, which manCommittee’s staff, especially the staff’s managers aged a series of events extending the reach of who approached their responsibilities as a mission the Super Bowl into neighborhoods and families rather than a job. throughout North Texas. Tara Green served ably as the Host Jeff Fegan formed and chaired the Host Committee’s Vice President and Chief Operating Committee’s Aviation Action Team comprised of Officer, managing the Committee’s external representatives of the area’s 14 public and private operations ranging from Cowboys Stadium to the airports. The Team developed a master plan to execution of legal agreements among North Texas address 100,000 visitors expected to fly to North jurisdictions. Texas for the Super Bowl by commercial aircraft Kit Sawers, the Host Committee’s Vice and possibly as many as 700 private planes that President of Special Events, was producer of all of will have to be accommodated in the area’s airports. the Committee’s special events, including the KickOne of the most complex action plans develOff Concert Series. Tony Fay, the Host Committee’s oped by the Host Committee and the region Vice President of Communications, was the archiwas North Texas’ comprehensive transportation tect of the Committee’s communications and pubplan conceived and implemented by the Host lications strategies. Robbie Douglas served as the Committee’s Transportation Action Team, chaired Host Committee’s Director of Business Development by Michael Morris. and managed the Committee’s Emerging Business Jay Burress led the Host Committee’s and Sponsorship Development Programs. Larry Hospitality Action Team, which managed a McCoy, the Host Committee’s Chief Financial region-wide plan to ensure that visitors to North Officer, managed the Host Committee’s financial Texas for the Super Bowl are welcomed, assisted affairs and transactions. and encouraged to return to the region to enjoy Other members of the Committee’s staff, too the rich fabric of its culture. numerous to mention in this letter, also worked Dan Petty chaired the Host Committee’s tirelessly to ensure that North Texas’ first-ever Government Relations Action Team, which assisted Super Bowl Host Committee would be successful the Committee in managing expectations among from all perspectives. the region’s elected officials and jurisdictions. In the years to come, the size and quality of State Senators Royce West and Chris Harris Cowboys Stadium will likely attract future Super co-chaired the Host Committee’s Council of State Bowls. However, the dedication and hard work of Legislators comprised of members of the Texas those mentioned in this letter and a great many Senate and House representing districts in Collin, others contributed to the success of the region’s Dallas, Denton, Tarrant counties. The Council first Super Bowl and developed a blueprint to helped convey important information about the guide future Host Committees. Super Bowl and the Host Committee’s responsibilities to North Texas elected officials and their dedicated constituencies. Holly Reed chaired the Host Committee’s Transition Action Team, which developed a plan to transition the core of the Host Committee’s professional staff into a regional sports commission that will support the preparation of North Texas’ bids




CREATIVE Purrsnickitty Design EDITORIAL ASSISTANTS Susan Lane, Kit Sawers, Charley Wilson, Renee Gonzalez, Taylor Eastman, Baron Cass EXECUTIVE COMMITTEE Roger Staubach, Chairman Troy Aikman, Vice Chair Bill Lively, President & CEO Charlotte Jones Anderson George Bayoud, Jr. The Honorable Robert Cluck, M.D. Robert Estrada The Honorable Herbert Gears The Honorable Tom Leppert The Honorable Mike Moncrief Ross Perot, Jr. Dan Petty Norma Roby Ted Skokos Emmitt Smith BOARD OF DIRECTORS Roger Staubach, Chairman Troy Aikman, Vice Chair Bill Lively, President & CEO Charlotte Jones Anderson The Honorable Kenneth Barr George Bayoud, Jr. Mike Berry Alan Boeckmann Hal Brierley Al Carey Clay Christopher The Honorable Robert Cluck, M.D. Michael Eastland Robert Estrada Jeff Fegan Jeff Fehlis The Honorable Herbert Gears Mojy Haddad Michael Johnson Daryl Johnston Gene Jones Phillip Jones Karen Katz Jim Kirk Phillip E. Lawson Tom Lazo The Honorable Tom Leppert Wendy Lopez Pam Minick The Honorable Mike Moncrief Rosie Moncrief Michael Morris Ross Perot, Jr. Dan Petty T. Boone Pickens Gina Puente Pam Roach Norma Roby Matt Rose Brint Ryan Ted Skokos Emmitt Smith Bob Terrell Clarice Tinsley Terdema Ussery Alan White STAFF Bill Lively Tara Green Larry McCoy Tony Fay Kit Sawers Robbie Douglas Glenn Menard Kristen Miles Katy Rhodes Paige Smith Charley Wilson Angie Bulaich Robert Spector Amanda Whitelaw Lisa Roberts Susan Lane Carly Brasseux Dane Brugler Courtney Counts Renee Gonzalez Britt Krieger Beverly Mendoza Rachel Tice Kristen Berry Baron Cass Taylor Eastman Paul Hutzler Lesli Little Chelsea Stevens Jason Valdivia GENERAL COUNSEL Hunton and Williams Winstead PC

Receive a 15%* off coupon to the merchandise shop at the NFL Experience when you donate gently used sports equipment at the Febreze Game Day Freshness Tour at the NFL Experience. Donations will be refreshed with Febreze® SPORT and donated to the North Texas Youth Education Town in Arlington


Visit the Febreze Game Day Freshness Tour at the NFL Experience *Can not be combined with other offers, only one per household. © 2010 NFL Properties LLC. Team names/logos/indicia are trademarks of the teams indicated. All other NFL-related trademarks are trademarks of the National Football League.











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Don’t have a ticket to the big game? NFL Experience offers an affordable and fun experience for the entire family BY STEVE PATE


hat promises to be the longest running and most ambitious NFL Experience in Super Bowl history will rock the Dallas Convention Center Jan. 27 through Feb. 6, 2011. As a key part of the festivities leading up to Super Bowl XLV at Cowboys Stadium, the NFL Experience will include more than 50 interactive games, an NFL Films Theater, autograph sessions with NFL stars, an exhibit of the Lombardi Trophy, an exhibit of all Super Bowl rings from I to XLIV, and more. And, the Experience will even stay open on game day, Feb. 6. Frank Supovitz, the NFL’s Senior Vice President of Special Events, first made the announcement in early October at the State Fair of Texas. Supovitz said the 850,000-square foot, interactive football theme park constructed inside the Dallas Convention Center in Downtown Dallas will appeal to “ages 2 to 92.” “This is an event that is accessible to everyone,” Supovitz said. “We’re very excited about it. We could see as many as 200,000 to 250,000 football fans over the days that it will be open.





HOURS OF OPERATION* Thursday, Jan. 27 5 p.m. – 10 p.m. Friday, Jan. 28 3 p.m. – 10 p.m. Saturday, Jan. 29 10 a.m. – 10 p.m. Sunday, Jan. 30 11 a.m. – 8 p.m. Wednesday, Feb 2 11 a.m. – 2 p.m. (Kids Day), 3 p.m. – 10 p.m. Thursday, Feb. 3 3 p.m. – 9 p.m. (General admission), 9 p.m. – Midnight (NFLX After Dark) Friday, Feb. 4 3 p.m. – 10 p.m. Saturday, Feb. 5 10 a.m. – 10 p.m. Sunday, Feb. 6 10 a.m. – 4 p.m. *Subject to change.

SEARCH: NTSUPERBOWL Also to stay up on all the latest news, be sure to visit


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“There’ll be autograph sessions and memorabilia shows, a kids’ area for kids under 10, and also some kicking, passing and 40-yard dash games. Quite obviously, it is the largest fan festival in professional sports, and we encourage everyone to come out and be a part of it.” Admission tickets to NFL Experience are $25 for adults; $20 for children 12 and under. Tickets may be purchased by calling (866) TIX-4NFL (849-4635), online through superbowl. com, and at the gate beginning Jan. 27. Tickets are sold for a specific date and time slot and fans may stay in the theme park as long as they wish, however, re-entry is not permitted. All events and activities taking place inside the NFL Experience are included with the price of admission. There’s also a great event for young adults called ‘NFL X After Dark,’ which will be held on Thursday, Feb. 3, from 9 p.m. to midnight. Tickets for that event are sold at a discounted rate of $15, a savings of $10 off the regular price. Because of the expected popularity of NFL Experience, Supovitz encourages fans to skip the long lines daily at the Convention Center and to purchase tickets in advance online.


This SLANT 45 Community Heroes Art Exhibition is a sampling of reflective art pieces received from SLANT 45 students across North Texas. Between now and April 24, 2011, approximately 3,000 pieces of children’s art will travel to four North Texas locations — NorthPark Center, DFW International Airport Rental Car Center, Fort Worth Museum of Science and History, and Neiman Marcus Downtown Dallas. The exhibit then heads south to Austin for stops at the Texas State Capitol in February and April. The Austin exhibits are hosted by Texas Senator Florence Shapiro, District 8. Each piece chronicles a learning experience and showcases the talents and profound ideas of our youth. SLANT 45 is about voice and change, courage and commitment, inspiration and action. It is about creating community heroes. The art exhibition was chaired by Lisa Glasgow, board member of Big Thought. Designed by Monte Martin of Martin & Martin Design, the exhibition was curated and managed by Cris Worley of Cris Worley Fine Arts. Neiman Marcus and the Ted and Shannon Skokos Foundation have generously provided the funding for the SLANT 45 Community Heroes Art Exhibition. For dates and locations of the exhibit, visit WINTER 2011 NORTHTEXASSUPERBOWL.COM





CAPTURING HISTORY Special edition book to chronicle North Texas’ journey from the bid to Super Bowl XLV and everything in between BY ART STRICKLIN


he North Texas Super Bowl XLV Host Committee has already proven revolutionary in many aspects with headliner concerts, youth education and leadership outreach, plus dozens of community activities. But this spring it will author, literally, another first with an inaugural coffee table-sized book dedicated to the three-year local Super Bowl journey. The 250-page book will offer awardwinning writing from some of North Texas’ best journalists along with photography chronicling the long journey from forward thinking dreams to the astounding Cowboys Stadium for the NFL’s best in 2010. “When I went back and was doing research on past Super Bowls, I was shocked nobody had ever done a book on how a local Super Bowl helped shape a region, especially for its first visit,” said longtime Texas journalist Jim Dent, who will write and oversee the project. “Nobody has ever tried this before, this is really ground-breaking stuff,” Dent added. “We have this covered from the moment the North Texas Super Bowl was awarded here to the final play of the game this year.” Titled, Super Bowl Texas Style, the informative, photo-filled edition, which will be published this spring, will be filled with work from some of Texas’ best sportswriters. There will be stories on how the Super Bowl came to make its first-ever visit to North Texas, as well as features on the years of planning and months of activity that have culminated in making this year’s NFL Championship, the biggest and best ever. Special coverage will chronicle the day-by-day frenzy of Super Bowl week activity from the time the first team touches down at DFW airport and the


CRAFTY VETERANS: (L-R) Photographer Layne Murdoch and Author Jim Dent have been covering local and national sports for decades, but both agree Super Bowl Texas Style is one of their most exciting endeavors because of North Texas’ love of football.

first fan arrives in the area, until the sterling silver Vince Lombardi Trophy is held high in the air late Sunday night, February 6. Heading up the photography effort will be veteran Dallas photographer Layne Murdoch, who worked with Dent at the Dallas Times Herald in the late 1970s and has remained friends with him ever since. Murdoch is convinced that this first Super Bowl book, which follows North Texas’ ascendancy to the football capital of the world, at least for one week, will be a huge success. “A lot of it has to do with the love affair we have with football here. We’re in North Texas where football truly is


king, we finally have the Super Bowl for the first time and we have the biggest stage to shine.” One unique aspect of the book is that each of the North Texas Super Bowl XLV Sponsors will have the opportunity to purchase the finished product before anyone else. They will have the chance to buy in bulk at a discounted price and distribute the ground-breaking effort to their clients and friends with their corporate logo emblazoned on the cover. “The biggest focus will be on the week of the game activities, but there will be so much happening in North Texas that week, it will be great to capture it all in one spot,” Dent said. After the sponsors have the first


opportunity to purchase books, then the general public may purchase these historical keepsakes at local bookstores and over the Internet. All the North Texas local Super Bowl history, along with exclusive access to the hottest events and biggest parties, will be available for reliving the memories for years to come. “I had no idea what went on behind

first winning the bid. It’s incredible the amount of activity here and it’s only going to get crazier.” Dent has covered 13 Super Bowls going back to the Cowboys’ glory years while he worked at the Times Herald. Since then, he has authored several best-selling books including the widely acclaimed, Junction Boys, about Bear Bryant and the Texas A&M former sum-

“It will be a historic opportunity to showcase this game and this time. This is the only book endorsed by the North Texas Super Bowl XLV Host Committee and will capture all the action.” the scenes to put on an event as massive as the Super Bowl,” said Murdoch, who covered his first Super Bowl in the Cowboys’ 35-31 loss to the Pittsburgh Steelers in 1979. “They have been working on this game for more than two years since

mer camp and the, 12 Mighty Orphans, about Fort Worth’s historic Masonic Home football team. An SMU graduate, Dent has covered Texas football at all levels, but knows nothing is bigger on the Lone State Star gridiron than his home area’s first Super Bowl.

“It will be a historic opportunity to showcase this game and this time,” Dent said. “This is the only book endorsed by the North Texas Super Bowl XLV Host Committee and will capture all the action.” Murdoch has worked with the local Host Committee since the beginning and has an exhaustive photo archive of the local football timeline. But he says the super action on the majestic Cowboys Stadium field is what he is looking forward to. “I think the game aspect of the best players on the biggest (football) stage will really be exciting,” Murdoch said. “I do most of my shooting now with live game action and the pressure will really be on to capture the best shots to go with what is written by Jim Dent and our team.” The super game chronicled in one super book. Yet another first for the biggest and possibly best Super Bowl ever, on a stage as large as Texas.




LASTING LEGACY Long after the game has been played, one of the lasting legacies of Super Bowl XLV will be the NFL Youth Education Town built in Arlington, practically in the shadows of Cowboys Stadium. Along with the NFL and the City of Arlington, the North Texas Super Bowl XLV Host Committee announced the details of the region’s first Youth Education Town at the State Fair of Texas in October. The press conference took place at Fair Park’s Hall of State building. The NFL YET, which will be open afternoons and weekends for educational, sports and recreational programs, will be available to at least 2,000 children living in difficult circumstances in an Arlington neighborhood just west of the stadium. To win the right to host any Super Bowl, the NFL requires a region’s Host Committee to raise $1 million to help establish a NFL YET to benefit at-risk children living in that region, which the NFL then matches with a $1 million contribution of their own. The Gene and Jerry Jones Family Arlington Youth Foundation donated that $1 million. It was also announced that the Salvation Army DFW Metroplex Command will own, operate and manage the NFL YET.

LADIES & GENTLEMEN: Host Committee Vice Chair and Dallas Cowboys Hall of Fame QB Troy Aikman addresses the audience in the Hall of State at the State Fair of Texas.

AT THE PODIUM: (Above) Host Committee President & CEO Bill Lively welcomes the crowd. (Right) Gene Jones and Charlotte Jones Anderson express their excitement for the NFL YET on behalf of the The Gene and Jerry Jones Family Arlington Youth Foundation.

BRAINTRUST: Lively, Staubach, and Aikman, the leaders of the Host Committee, share a laugh after the press conference.




QUITE AN HONOR: (Above) Lynda Hamilton of NFL Charities shares her enthusiasm and (Right) Major Ward Matthews of the Salvation Army DFW Metroplex Command calls it “an honor to operate the NFL YET.”

MAYORAL SUPPORT: Arlington Mayor Robert Cluck emphasizes the positive effect the NFL YET will have not only on the children of Arlington, but all of North Texas’ youth.

FRONT ROW SEAT: (R-L) Roger Staubach, Troy Aikman, and the Jones Family listen intently as the details to the NFL YET are announced.



After four years of working on the event, Green says kickoff of Super Bowl XLV will be “Surreal.”


Before the North Texas Super Bowl XLV Host Committee, there was a Bid Committee. And Tara Green was there. BY HY COTTEN


Cowboys, and the Cowboys were talking about staging a Super Bowl bid for their new stadium, which was a hole in the ground at that point. Mike asked if I wanted to help, and I said, “Absolutely, when is it due?” When he said in six months, I knew I had to take a leave of absence from my full-time job. Mike talked to Philip Jones, the President of the Convention & Visitors Bureau, and he agreed to let me take a six-month leave of absence. Philip is owed a lot of credit for letting me go.

o one has taken more steps in this Super Bowl XLV journey than Tara Green, Vice President & COO of the North Texas Super Bowl XLV Host Committee. With the kickoff so near now, she took time in her still-busy schedule to look back on the entire experience. She admits she can’t help but wonder where in Cowboys Stadium she’ll be when the game actually kicks off. Running around, still solving problems? Or will she finally be able to sit and watch the game unfold? “That kickoff,” she says, “is going to be a surreal feeling. And when a big event like this is over, there’s this letdown; I call it your event hangover. Then you’ve got to get back in the office. The game has been played, and there’s a world champion. But we’ve still got a lot more work to do to close the books out. You’ve got to shut the organization down.” The very organization she helped build from scratch.




How did it all get started — bringing a Super Bowl to North Texas? GREEN: In August 2006, I was Vice President of Sports Marketing for the Dallas Convention & Visitors Bureau. And I was approached by Mike Baggett, who was Chairman of the Winstead law firm. We had worked together for three years (1999-2001) on a bid to bring the 2012 Summer Olympics to North Texas. Through that regional effort, a lot of the infrastructure for the Super Bowl bid was put in place. Winstead represents the Dallas

What became your immediate strategy?

GREEN: The first thing I did was call Dan Petty of the North Texas Commission, and I said, “I need you, Dan. You’re the regional go-to agency. And here’s what we’re going to do.” I physically moved my office to the North Texas Commission and worked out of an office that Dan loaned me. The plan was to divide and conquer. Get Michael Morris (Director of Transportation for the North Central Texas Council of Governments) to write the Transportation section of the bid. Let the Cowboys write the Stadium section. I would write the Accommodations section – pull all the hotels together. We would get other people to take different parts of the bid and answer the specs. Winstead was a major part in all of this. Everybody who came aboard was a volunteer; they all had day jobs. (Dallas financier) George Bayoud became President of the Bid Committee. Then (Cowboys owner) Jerry Jones and others asked Roger Staubach to be the Chairman. Once he accepted, we just hit the ground running.





When you submitted the Super Bowl bid (April 1, 2007) to the National Football League owners, what did that entail? GREEN: From April to May 21, we fine-tuned the bid, answered questions the League had, and made our presentation at the NFL Owners Meeting in Nashville. Roger was our presenter. I think he was allowed 15 minutes with the owners and didn’t even use all of that. The presentation included a video that was voiced over by Pat Summerall. What we really hit home was football. What is Texas about? It’s football. We’re a football state. Let the championship of the game of football come to Texas. And Roger really gave an impassioned plea — “Let me do this for the NFL. The NFL has done so much for me, it’s my turn to give back to you by leading this Super Bowl effort.”


There were strong sentiments that Indianapolis would win the bid because it was much farther along on its new stadium (and did get the bid for next year’s game). GREEN: Their stadium was opening a year prior to Cowboys Stadium, and in terms of pecking order they could have gone first. There’s a requirement that your stadium has to be open for two years before you can host a Super Bowl.

KEEPING PROMISES: Green, shown here with Host Committee Director of Executive Services Katy Rhodes, has worked with the Host Committee staff and regional leaders to ensure all promises made in the bid document have been fulfilled. There were four rounds of voting by the owners, one vote per team. The first round, Arizona, North Texas and Indianapolis tied with no clear winner. Second round, no clear winner and Arizona drops out. Now it’s headto-head, Indy and North Texas. (Cowboys VP) Charlotte Jones Anderson was on our Bid Committee, and she was in the room with her father, Jerry. The rest of us had no communications about what was going on inside that room. We were waiting in a hotel meeting room, and it felt like an eternity. Roger was juggling cream cheese packets to keep us from being so nervous. You could tell he had been in pressure situations before. The door opens and NFL Commissioner

Roger Goodell comes in, poker-faced, and shakes Roger’s hand and says, “Congratulations.” The whole room just erupted.


How many were in that room?

GREEN: Rosie Moncrief, Dan Petty, George Bayoud, Denis Braham from Winstead, Roger and myself. That moment, for me, was surreal. There’s been nothing like it. Another moment when I thought to myself, “Okay, I’m really going to savor this” — it was Roger’s birthday and we were in a hospitality room at our hotel at Super Bowl XLIV in South Florida. We were singing


MOMENT OF REALIZATION Winning the bid to Super Bowl XLV was just the beginning … but there was little time to waste



kidding me?’ They’d just found out that we’re hosting. The first message I get, it’s from someone I don’t even know, wanting a job,” Green later told D

by an offer to volunteer for the effort, then someone asking how he could buy a ticket for the game that was still more than three years away.

1,355 The number of days from the winning bid on May 22, 2007 to Super Bowl XLV on Feb. 6, 2011 for North Texas to prepare the region. Magazine. “I thought, ‘I don’t even have a job on the Host Committee. Are you serious?’” That first note was followed

The eyes, and expectations, of North Texas were already upon Green and her colleagues. It was time to get to work.



hen North Texas was awarded Super Bowl XLV at the NFL owners meeting in Nashville in May 2007, all those involved with the bid process celebrated. But for Tara Green, that moment of jubilation was quickly tempered. She found herself unexpectedly facing the reality of the work that lay ahead to pull off an event of such magnitude. Though it would be nearly another year and a half before she and others would begin working full-time on the effort, she was unable to put off thinking about what was to come. That’s because her BlackBerry was going crazy. “I’m thinking, ‘Are you

Winning the game. The only detail we left for the players. General Counsel to the North Texas Super Bowl XLV Host Committee

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SUPER JOURNEY “Happy Birthday” to Roger Staubach, and the Commissioner of the NFL was in there. Jerry Jones was in there with his wife and family. (Then Cowboys coach) Wade Phillips and his wife were in there. And I thought, “Am I really here singing Happy Birthday to Roger Staubach the weekend of the Super Bowl?”


And from there, the Host Committee had to be built.

Committee to a Host Committee. Roger agreed to chair the Host Committee. Members of the Bid Committee rolled in, and it just kept growing from there. Step one: Hire Bill Lively as President & CEO. I think Charlotte and Roger came up with the idea, but it was a mutual decision across the board between the Cowboys organization and Roger.


Then you had to start meeting the NFL’s bid commitments, and supposedly that’s not an easy process. Correct? GREEN: The NFL bid was 244 pages long, and it’s divided into 13 chapters. On every page of every chapter was a series of questions for technical specifications that you have to answer. When you see it long enough, you start to memorize it. It kind of blew a lot of people away. Bill laughs and calls me the “Conscience of the Bid” because I know what the intent was, why we answered the way we answered


GREEN: First we had to transition froma Bid

KEY PLANNERS: (L-R) Arlington CVB President Jay Burress, Green, Host Committee Director of Business Development Robbie Douglas and VP of Special Events Kit Sawers. the bid, what the NFL meant when they wrote the bid the way they did, so I can kind of connect the dots for a lot of people. Truly the first thing that popped into my mind was, “How do you eat an elephant? One bite at a time.” Don’t let this overwhelm me. We cut it up into bite-size pieces, and we had so many professionals, who are the best in their area, willing to give their time to do this. Michael Morris said, “Give me transportation.” And he put his entire staff behind it, and they did an amazing job with it. We have 12 Convention & Visitors

Bureaus who took responsibility for their own section in their cities, getting their hotel rooms. The Hotel Association of North Texas, the Restaurant Association, a lot of people got involved.


What impact did the national recession have on raising money and luring sponsors? GREEN: We’re so fortunate that we live in Texas and have the Major Events Trust Fund. Raising a lot of money is scary. Houston hosted the Super Bowl in 2004 and received

SUPER BOWL BY THE NUMBERS Football is a game of statistics and numbers and the Super Bowl attracts large figures every year — not just in attendance, but also TV ratings, volunteers, media coverage, economic boosts and many more.

The game is broadcast to 232 COUNTRIES in 34 LANGUAGES with an annual television audience of more than 1 BILLION worldwide


Over trees will be planted throughout North Texas

Super Bowl XLV will be played in Cowboys Stadium on

02.06.2011 24


MORE THAN 10,000 volunteers will support Super Bowl XLV efforts

$8.9 million from the Trust Fund. We knew that in order to make this Super Bowl happen we were going to have to agree to a lot of things to cover all the public safety costs. And you just sell sponsorships to do it. It is a leap of faith. Indianapolis put a very aggressive bid together that committed their budget money upfront. They told the NFL they already had their money raised. They are very smart in how they did that. We were saying to the NFL, “We don’t have our money raised; but we have the state Trust Fund to draw down on bid commitments and we’re going to raise funds for all these other things through private dollars. Look at how strong our economic base is. We have more Fortune 500 companies here than almost anywhere except New York. We know we can raise this money, and we have Roger Staubach leading us.”


With Houston receiving $8.9 million in 2004, how much did North Texas get seven years later? GREEN: This effort has qualified for a total of $31.2 million from that state Trust Fund. And $4.3 million of that is for the local municipalities — that’s their contribution. So that leaves a delta of about $26.8 million. Of that, the cities get re-paid first on anything over their $4.3 million. The easiest way to answer is because of the Trust Fund, Texas has a competitive advantage to recruit these big events.


Who was the very first sponsor?

GREEN: It was absolutely Bill’s vision from

day one. He said, “This is more than a football game. This is going to forever change Million Founding “The NFL bid how we work together Sponsor commitment in North Texas, how we came from the Dallas was 244 pages long, partner on big regional Convention & Visitors initiatives.” Bureau. Hillwood, and it’s divided into I was looking at it Ross Perot Jr.’s from a very myopic point company, and Jones, 13 chapters. On every of view; I was looking Lang, LaSalle were all at it from the bid. The right there, too. page of every chapter job of a traditional Host is to fulfill And that’s was a series of questions Committee the commitments in the when the We are anything but for technical specs that bid. proverbial ball traditional with this orgareally got rolling? nization, and it’s really you have to answer… because of Bill’s leaderGREEN: Yes, that’s a ship and his vision. testament to Bill Lively. It kind of blew a lot of I saw it start to take Bill had five sponsors shape when we put lined up before we people away.” mayors on the Host ever launched as an Committee’s Board. official organization. Intentionally, Host Committees would keep this out of the political realm; we invited Many, many times Bill has politics in because we needed their support. expressed the desire to use We needed them to be ambassadors for this program. Because of the Super Bowl, so this Super Bowl to pull the region many facets of our region, like transportation together like nothing since Dallas and aviation, have combined technologies Fort Worth International Airport and made agreements that will help North opened in 1974. How gratifying Texas do business long after the Super has it been to see that come to Bowl is gone. We didn’t know each other’s names. We now know the person. We start fruition? to trust one another. I’m very proud of that.

GREEN: The first $1



Cowboys Stadium is 104 MILLION interior cubic feet – the largest enclosed stadium in the NFL

The game will mark the FIRST TIME for the Super Bowl to be played in NORTH TEXAS

There will be between 150,000-200,000 visitors to the region during the weekend of the game


of all Super Bowl attendees are corporate decision makers — most of whom travel from out of town

The NFL’s Emerging Business Program — which works with minority- and women-owned businesses — registered over 3,000 North Texas Businesses. Over 4,000 people attended the Emerging Business Workshops in North Texas to maximize their experience in the program.

Super Bowl XLIV was the most watched show in U.S. television history with more than 151 MILLION viewers

MORE THAN 5,500 media credentials will be issued



SLANT 45 RECAP A look back at the most ambitious service-learning project in Super Bowl history and how it has changed North Texas’ future BY STEVE PATE


he true beauty of the SLANT 45 program is this: Only the slightest nudge from adults has caused so many young minds to go to work in their communities. It’s as if a parent is holding up the keys to a new car. The kid grabs the keys and circles the block and sees the world differently from the driver’s seat. The kids of SLANT 45 might be too young to drive cars, but they have steered this initiative to impressive highs. North Texas youth, PRESIDENTIAL ADDRESS: SLANT 45 Honorary Co-Chairs President primarily students in grades and Mrs. Bush helped kick off the service-learning program at three through five, have Cowboys Stadium in September 2009. come up with almost all of the ideas and did almost all the Super Bowl to make an impact on of the planning for this massive project young people, including activities not at involving more than 44,000 students — all sports-related. and still counting. Lively and the Host Committee also SLANT 45 stands for Service Learnkeenly desired to connect North Texas’ ing Adventures in North Texas (the 45 many communities — small towns, subrepresents Super Bowl XLV). In 2009, urbs and major cities. Antoni is President Bill Lively, President & CEO of the North & CEO of Dallas-based Big Thought, Texas Super Bowl XLV Host Committee, a nonprofit organization whose goal is phoned Gigi Antoni with the idea of using to improve public education through creative learning. She readily accepted Lively’s offer to join with the Host Committee in the creation of a program that could continue long after North Texas’ first Super Bowl is played in February. Service-learning is a way for children to take what they were taught in school and apply it outside the classroom in ways FOOD FOR FIDO: Girl Scout Troop 3502 collected 1,600 pounds of dog and that contribute to cat food and $700 in cash donations for elderly and disabled home-bound their communities. people whose pets may be their best companions.



BY THE NUMBERS SLAN T 45 Participation

44,140 Children registered with SLANT 45


North Texas school districts who participated


North Texas cities represented

445,814 Number of service hours

It empowers kids, enlightening them to the idea that they actually can make an impact. The original goal, which seemed a tad ambitious, was to recruit 20,000 kids to perform 45,000 hours of community service in a four-county area of North Texas (Collin, Dallas, Denton and Tarrant). Those figures were eclipsed within a half year, and another huge wave joined when the 2010 fall school semester began. It did all begin by rounding up a few adults. Former Dallas Cowboys player Daryl Johnston, who has a history of supporting education endeavors, came aboard as Chairman of the SLANT 45




March 8

March 16

May 27

June 6

Filmmaker Mark Birnbaum is chosen to produce a full-length SLANT 45 documentary that will premier in 2011 at the Angelika Theatre in Plano.

Big Thought and the Host Committee announce momentum building in the program. After one month, 1,230 kids had registered with the program.

The Gary Patterson Foundation recognizes five SLANT 45 teams including Clarke Elementary in Fort Worth.

Twenty-six local nonprofit organizations sign on to become SLANT 45 Community Partners by offering the program to youth served by their organizations.

The service-learning program jumped out to a fast start and never looked back

Action Team. And he wasn’t just there in name only. Former President George W. Bush and First Lady Laura Bush became the Honorary Co-Chairs. Neither were they simply lending their names. Presenting Sponsors Bank of America and North Texas philanthropists Ted and Shannon Skokos did not merely offer financial support; they actually rolled up their sleeves and jumped right into the middle of it all. Five North Texas chapters of the Junior League, an internationally renowned educational and charitable organization of women, and The Links, Inc., one of the nation’s oldest and largest volunteer organizations of women, “linked” together for the first


May 14

The North Texas Super Bowl XLV Host Committee commissions Big Thought, a local nonprofit, to design and manage an educational program for youth across North Texas. Service Learning Adventures in North Texas, or SLANT 45, is born.’

Daryl Johnston, former Cowboys Pro Bowler, three-time Super Bowl Champion and current NFL on FOX analyst, is announced as the chair of SLANT 45

time ever. Antoni refers to the two groups as “the heart and the hands of the project.” Filmmaker Mark Birnbaum was chosen to produce a fulllength documentary that will premier at the Angelika Theatre in Plano and also at North Texas theaters during Super Bowl week. The SLANT 45 launch at Cowboys Stadium on Sept. 21 2009, was a lively affair, the stadium’s IN HONOR OF SASHA: More than 600 LEGOs were donated to Children’s Medical Center for patients to use during treatment. Plaza Level was jammed with 600 elementary school children, more than 2,000 leaders of the North North Texas Council of Mayors, plus nuTexas business, civic and educational merous Dallas Cowboys legends, media communities; including the 114-member and representatives of the National Foot-



September 21

December 14

SLANT 45 is announced at Cowboys Stadium with the help of Honorary Co-Chairs President George W. Bush and Mrs. Laura Bush, pop star Jordin Sparks and 600 elementary school children, more than 2,000 leaders of the North Texas business, civic and educational communities; including the 114-member North Texas Council of Mayors, plus numerous Dallas Cowboys legends, media and representatives of the National Football League. Bank of America and the Ted and Shannon Skokos Foundation are announced as the founding sponsors.

At the American Airlines Center, SLANT 45 announces a partnership with the five North Texas chapters of the Junior League and five chapters of The Links, Inc.

February 16 Several SLANT 45 teams help launch the program at Arlington’s Pope Elementary with SLANT 45 Chair Daryl Johnston.

June 29

July 30

August 11

Jordin Sparks honors two SLANT 45 teams at her sound check at the House of Blues.

Bank of America volunteers and others assist a SLANT 45 team with the overhaul of the West Dallas Community Center.

President and Mrs. Bush join SLANT 45 team Collin County Patriots in welcoming troops arriving at DFW Airport.

ball League. Pop star Jordin Sparks also thrilled the kids with a mini-concert. On that day, former President Bush told the crowd that he had received a lunch invitation from Host Committee Chairman Roger Staubach. At the lunch, Staubach and Lively invited President Bush to participate in the SLANT 45 initiative. “I said, ‘What is it?’” Bush recalled. “And they said it’s an opportunity to use the platform of the Super Bowl to make our world a better place. To make North Texas more compassionate and more hopeful by working with our kids.’ Laura and I said, ‘Sounds like a good deal; we’d like to be involved.’ And so here we are,

on the kick-off of a program that we believe will be transformative.” Frank Supovitz, the NFL’s Senior Vice President of Special Events and the one NFL official primarily in charge of overseeing all facets of Super Bowls, confided that day, “SLANT 45 is the most ambitious educational program that a Host Committee has ever attempted.” There are thousands of SLANT 45 stories involving some outpouring of kindness from kids. One of the most endearing stories took place in Plano. Sasha Okhotskiy had passed away from brain cancer in the summer of 2009 at age 11. Sary Benzvi, Sasha’s coach at the Plano Sports Association, orga-

nized a basketball team, named Team Sasha, comprised of the seven boys and two cheerleaders who enjoyed playing together with Sasha. They won 19 consecutive games, all with their friend in mind, and Sasha’s dad Sergei sat on the bench every game. Team Sasha then joined SLANT 45 and raised LEGOs for the hospital where they last visited their friend. On the precise day of their 19th and final victory, Sasha’s mom Olga gave birth to their second child. One day he will hear the stories of his older brother and the friends that served in his honor. In April, under the guidance of the nonprofit Hispanic organization Dallas Concilio, 70 students at Dallas Oak Cliff ’s WINTER 2011 NORTHTEXASSUPERBOWL.COM



September 3 By the start of the fall semester, SLANT 45 announces more than 18,000 children from 29 school districts and 42 cities across North Texas have registered to participate in SLANT 45

October 1

October 5

November 19

Twenty SLANT 45 participants are invited to join Big Tex at the State Fair of Texas to ride on the North Texas Super Bowl XLV Host Committee float in the parade.

Mrs. Laura Bush visits Bryan’s House in Dallas to view a library renovated by SLANT 45 team Girl Scout Troop 92.

SLANT 45 closes registration. Final stats: 44,140 youth participants from 33 North Texas school districts and 52 cities participated in SLANT 45.


November 30

January 12

January 28

February 15

SLANT 45 Art Exhibit, presented by Neiman Marcus and the Ted and Shannon Skokos Foundation, is revealed at NorthPark Center in Dallas. Other exhibit locations include DFW Airport and the Fort Worth Museum of Science and History.

SLANT 45 Kids Bowl Bash presented by Texas Health Resources kicks off at the American Airlines Center— Jordin Sparks and Mitchel Musso entertain an audience of more than 18,500.

SLANT 45: The Movie premieres at the Angelika Theater in Plano and begins playing in theatres throughout North Texas.

SLANT 45 Community Heroes Art Exhibit opens at the Texas State Capitol in Austin.

Rosemont Elementary cleaned the school inside and out, scrubbing the walls and adding plants to the grounds. That same month, kids in Richardson joined an effort to plant thousands of trees all over their city. In July, young Veronica Tovar of Fort Worth decided to do something about the graffiti that local gangs kept scrawling on her school walls. She recruited the help of the Fort Worth Police and the Graffiti Abatement Program and bravely stood up


to the gangs with her SLANT 45 group of elementary kids. Also this summer, Fort Worth’s Will Lourcey brought together 10 of his friends from Tanglewood Elementary. With no corporate or school affiliation, they dubbed themselves the F.R.O.G.s (Friends Reaching Our Goals) and collected $500 from a lemonade stand, another $700 from a yard sale, and more than a thousand cans of food, donating all of it to the Tarrant Area Food Bank. Then

presented by

they went into the fall semester with even more ideas. On and on the stories go and in almost all instances, the ideas have belonged to the kids and the work was done by kids. “For me,” Daryl Johnston said not long ago, “the best of the best would be if 20 years from now we’re doing SLANT 65 somewhere that a Super Bowl is being played.” Who knows? It could happen. But this first one is going to be tough to beat.



See a Few of the Most Historic Treasures that Shaped a Presidency and Our History Join us for a special exhibition open through February 6, 2011, featuring a first glimpse of all the George W. Bush Presidential Center will offer the city of Dallas, the region and the nation. The exhibition is FREE to the public.

MEADOWS MUSEUM at SMU 5900 Bishop Boulevard | Dallas, TX Museum Hours: Tues.- Sat. 10:00 a.m. - 5:00 p.m. Thurs. 10:00 a.m. - 8:00 p.m. | Sun. 12:00 - 5:00 p.m.

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Paying tribute to North Texas’ rich history of football with the Top 100 Moments from the gridiron BY CHARLEY WILSON


uick, reel off the top natural treasures of North Texas. White-sanded beaches? Nope. Mountainous landscapes? No. Spectacular waterfalls? Nah. Lighthouse vistas? Negative. But we do have something just as remarkable: Football. So, with Super Bowl XLV — North Texas’ first — set for Feb. 6, 2011, at Cowboys Stadium in Arlington, the North Texas Super Bowl XLV Host Committee recognized this treasure and decided to build a tribute to our rich football heritage. They called it “Century in the Making” and from that, the Top 100 Football Moments in North Texas’ History was born. “I suppose that you could ask a few friends over dinner, scribble down 100 items on a napkin, agree on them, and pronounce them North Texas’ greatest football moments,” said Tony Fay, Vice President of Communications for the North Texas Super Bowl XLV Host Committee. “Or you could take



the time and put a process in place for the list to be legitimately developed and decided upon. Well, that’s the route we took.”

From treasure to tribute… Brad Sham — the long-time broadcast voice of the Dallas Cowboys — inched to the edge of his seat at a table in the Hall of State at Dallas’ Fair Park and leaned into a microphone to announce the No. 1 Football Moment in North Texas History. Seated next to Sham at this press conference on the eve of the 2010 annual Texas-Oklahoma college football shootout and in the shadows of Big Tex and the Cotton Bowl stadium were former Cowboy Roger Staubach, Longhorn Earl Campbell and Oklahoma Sooner Thomas Lott. What they and the audience of several hundred interested football fans heard next was the result of more than a year of planning and the participation of

more than a half-million fans familiar with our region’s football heritage. Sham announced, “Taking place on January 16, 1972 in New Orleans, the Top Football Moment in the history of football in North Texas is the Dallas Cowboys’ 24-3 victory in Super Bowl VI over the Miami Dolphins!” The applause from the standing-room-only audience signaled their overwhelming approval. After all, led by Staubach’s two touchdown passes and MVP efforts, this was when the Cowboys rid themselves of the anchor-like tag of “Next Year’s Champions” and put them on a path to earn a better, more memorable — and possibly more controversial — label: “America’s Team.” But arriving at that No. 1 moment is a story to itself.

What is a moment… or 250 moments? To get the process rolling, Fay knew exactly where to begin. He called Sham and the two hatched a plan to involve numerous sports journalists — active and retired — to determine these greatest moments. Sham agreed to chair the

Century in the Making Action Team, and in June 2009, he and Fay tapped a group of the best and brightest to identify 250 distinct instances of North Texas football greatness. First, though, they had to define a “moment.” “We concurred that it could be a game, a point in a game, a venue, a person, an activity related to football, an award, an invitation, a decision,” Sham said. “We didn’t put any constraints on whether it was a positive moment, like the Cowboys winning their first Super Bowl, or a negative moment, such as SMU’s football program receiving the ‘Death Penalty’ from the NCAA. And the moment didn’t necessarily have to take place in North Texas, but it had to be connected to this region in a way that it shaped the history of football here.” After much discussion and debate, the Century in the Making Action Team reached consensus on 250 moments. “There were a lot of memory joggers that came up during this exercise,” Sham said. “You’d have a laugh, or you’d remember a game, or you’d remember a guy who did something unusual. We sorted through the duplications and reached consensus on what the 250 moments would be.” In January 2010, the Host Committee announced these top moments at a football legend-laden press conference at Dallas’ WINTER 2011 NORTHTEXASSUPERBOWL.COM


Woodrow Wilson High School. An open discussion among Staubach, Troy Aikman, Tony Dorsett, Michael Irvin, Daryl Johnston, Joe Greene, Craig James, Billy Sims, Abner Haynes, Tim Brown, and David O’Brien, Jr. (son of Davey O’Brien) shed light on the worthiness of these moments. “We knew that there would be a preponderance of interest in the Cowboys. So we developed an approach for getting the general public to narrow it down to the Top 100 Football Moments by creating categories — professional, college, high school, and miscellaneous moments — and to release the voting ballots in stages,” Sham said. That list of 250 was then made publicly available for football fans everywhere to determine the top 100. The Fort Worth Star-Telegram published a series of four special ballots in stages for fans to cast their votes in four distinctive categories — high school, college, professional and miscellaneous moments. Simultaneously, a website was established ( to encourage online voting in those categories. It also included a Greatest Moments Sweepstakes, sponsored by American Airlines, in which one participant in the voting would win airline miles, tickets to North Texas Super Bowl XLV Host Committee events and the game, and a gift card to cover hotel expenses and meals. After several months of voting, hundreds of thousands of fans then were invited to whittle down the list of greatest moments to 100. It turns out that No. 1 and No. 100 were symmetrical — No. 1 was the Cowboys’ first Super Bowl championship in 1972 and No. 100 was the Dallas Texans’ AFL title in 1962.

Countdown at the State Fair of Texas

Revealing the Top 100 Football Moments took place over a five-day period during the opening week of the 2010 State Fair of Texas. In partnership with the curators of the Hall of State Museum, a Century in the Making Pavilion presented by Ebby Halliday was constructed, allowing thousands of fair-goers to view an exhibit paying tribute to 100 years of football in North Texas. It included numerous photos from the Fort Worth Star-Telegram’s sports archives, an original North Texas State University (now known as University of North Texas) game jersey of Mean Joe Greene’s, a replica of the Davey O’Brien Award trophy, and more. Aptly, the Ebby Halliday Century in the Making Pavilion was located next to the Tom Landry Exhibit in the Hall of State, a showcase of the former Cowboys coach’s personal memorabilia. “Having the Landry Exhibit next to our Century in the Making Pavilion was just the perfect juxtaposition of celebrating 100 years of football in North Texas,” Sham said. “Everyone knew what Tom meant to the professional game and to our region. And maybe



it was an accident of time and geography that the Hall of State put the two events together, but it certainly made our week of celebrating a Century in the Making even more special.” The countdown itself started on Monday, Sept. 27 with Moment No. 100 and concluded Friday, Oct. 1 with Moment No. 1. DAY ONE, MONDAY, SEPT. 27: Sham hosted Cowboys football greats Russell Maryland and Drew Pearson for a press conference to announce and discuss Moments 100-81. Sham revealed that Moment 100, the Dallas Texans’ double-overtime victory over the Houston Oilers for the AFL title in 1962, was North Texas’ first professional football championship. After the press conference, the trio then went to the Hall of State’s downstairs auditorium to take questions from and share stories with the general public. “It was a unique privilege to have the public come into the room to sit 20 feet from Drew Pearson to hear him tell his version of the ‘Hail Mary’ pass and how he blocked on Tony Dorsett’s record-setting 99-yard run,” Sham said. “And you couldn’t help but be mesmerized listening to Russell Maryland’s fascinating recollection of the Texas-Miami Cotton Bowl game in which he was the game’s MVP.” DAY TWO, TUESDAY, SEPT. 28: Cowboys legend Charles Haley and ex-Cowboys/TCU great Larry Brown joined Sham to count down and share their perspectives of Moments 80-61. Extensive discussion centered on Moment No. 76 (Terrell Owens getting knocked off the Texas Stadium mid-field “star” by George Teague) and Moment No. 64 (Coach Jimmy Johnson’s bold guarantee in 1994 that Cowboys would beat the 49ers in the NFC Championship game). When the panel moved into the Hall of State auditorium, the big surprise was that the first question from fans wasn’t for either Haley or Brown; instead, a gentleman asked if he could get on stage to ask his girlfriend for her hand in marriage. He did, and her answer was “yes.”

BEST OF THE BEST: (L-R) Earl Campbell and Roger Staubach share more than just ties to North Texas – both won Heisman Trophies and are enshrined in the Pro Football Hall of Fame.

DAY THREE, WEDNESDAY, SEPT. 29: Cowboys legend Everson Walls and Notre Dame/Oakland Raiders great Tim Brown joined Sham to reminisce and discuss the specifics of Moments 60-41. Both Brown (Dallas Woodrow Wilson) and Walls (Richardson Berkner) acknowledged the importance of football while growing up in North Texas. One of the most heart-warming moments, No. 49, acknowledged Walls donating a kidney to his friend and former Cowboys teammate Ron Springs. Additionally, Brown admitted he sorely wanted to stay home and play his college football at SMU. But the likelihood of the SMU program going on probation in 1987 (Memory No. 46) persuaded him to choose Notre Dame instead. Of course, that’s where he won the Heisman Trophy. DAY FOUR, THURSDAY, SEPT. 30: Tony Dorsett and Abner Haynes treated the State Fair audience to a steady stream of stories as Moments 40-21 were announced by Sham. Haynes, a University of North Texas star in the late 1950s, was the American Football League’s MVP in its inaugural 1960 season. And Dorsett, of course, was a Heisman winner at Pitt and then had a Hall of Fame career with the Cowboys. Haynes, who grew up near Fair Park and attended all-black Dallas Lincoln High School during segregation, talked about breaking the football color barrier at North Texas. “I’m very proud of what those people in Denton, Texas, did. They made it clear to me that I could receive an education just like anybody else, and that I should buckle down and believe that… There was nowhere else in the South except Denton, Texas, that had a black athlete. And I was so proud of those people up there.” Dorsett described his 99-yard run in Minnesota (Moment No. 17), confessing the Cowboys only had 10 players on the field because of a mix-up. He described

NEVER FORGOTTEN: Several items were on display at the Century in the Making Pavilion, including a game-worn jersey from “Mean” Joe Greene and both the Doak Walker and Davey O’Brien trophies.



wide receiver Pearson’s blocking on the play: “I’m behind Drew and I’m looking at his legs. If you know Drew, he was kind of pigeon-toed, knobby-kneed, it was bad, especially when he was getting tired. His legs looked like they were going inside out.” DAY FIVE, FRIDAY, OCT. 1: It was an unforgettable day as Sham hosted Cowboys legend Staubach, Longhorns great Campbell and Sooners star Lott in front of a standing-room-only audience. Staubach succinctly described Moment No. 1, the Cowboys’ first victory in a Super Bowl, as “the most perfect game I ever played in as a football player.” The man nicknamed Captain America also recalled his legendary ‘Hail Mary’ pass to receiver Drew Pearson, Moment No. 11, a 50-yard prayer that beat

Minnesota, 17-14, in the waning seconds of a 1974 playoff game. “I basically said, ‘Drew, what can you do?’ He said, ‘Well, I’ll try to go deep on Nate Wright.’ So I just said (to everyone else), ‘Hey, Drew’s gonna go deep on Nate Wright; everybody else block.’ I pumped to the left and then I threw to the right, and intentionally under threw him (laughter from the crowd)… Now if you’re a Minnesota fan, you think he pushed off, but he didn’t… He went into the end zone and we had one of the great upsets. And after the game they asked me what I was thinking. I said, ‘Well, I closed my eyes and said a ‘Hail Mary.’” Campbell harked back to the annual Texas-OU rivalry in the mid-1970s: “After we played Oklahoma every year… I almost could tell what kind of season we were going to have. Because as the legendary Joe Greene says, ‘When the best don’t play the best, then nobody knows who the best is.’ I just persuaded myself these were the two best teams in the country.” Lott, whose crimson bandana became a trademark along with his perfectly-timed pitches from his wishbone quarterback position, added, “I’ve told many people that I’ve seen some of the best running backs to have played the game. And Earl is by far the best big man that’s ever carried the ball.”

RENOWNED RUNNING BACKS: (R-L) Cowboys Hall of Famer Tony Dorsett and Dallas Texans and North Texas State alum Abner Haynes joined Brad Sham on stage for a question and answer session.

And, just to remind folks of his Sooners pride and legacy, Lott — at the request of an Oklahoma fan — donned a red bandana at the conclusion of the press conference. Sham aptly summed up both the week and the Century in the Making Campaign. “It was an incredible gift to be able to announce the moments and take part in the daily press conferences and to see the faces of the football fans from the general public as they were looking up at, listening to and asking questions of their heroes. There’s only one time to do it the first time — and to do it right. This group’s work has been off the charts. I’ve really been humbled to be part of this special and unique experience,” he said.


From high school to college to the professional level and everything in between, the Top 100 Moments, as voted on by the fans, reveal the best of North Texas’ football history. 4. DEC. 28, 1959

9. APRIL 23, 1989

GM Tex Schramm announces Tom Landry as the first head coach of the NFL expansion Dallas franchise.

Former UCLA QB Troy Aikman is selected No. 1 overall by the Cowboys in the first draft of the Jerry Jones and Jimmy Johnson era.

5. AUG. 22, 1959


JAN. 16, 1972

Cowboys defeat Dolphins, 24-3, in Super Bowl VI for the first Super Bowl victory in franchise history as Roger Staubach is named the game’s MVP.

Lamar Hunt announces the formation of the American Football League (AFL) with the Dallas Texans as a charter member.

FULL HOUSE: The crowd listened intently as the legendary athletes on stage shared their own personal memories and recollections from the top moments in North Texas football history.

10. JUNE 8, 1966 6. 1966 Behind the direction of GM Tex Schramm, the NFL awards an annual Thanksgiving Day game to the Cowboys.

After secretly meeting in Dallas, Cowboys GM Tex Schramm (NFL) and Kansas City Chiefs owner Lamar Hunt (AFL) propose to merge the NFL and AFL.

2. OCT. 19, 1912 In the first Texas-OU game played in Dallas, the Sooners beat the Longhorns, 21-6.

3. OCT. 27, 2002 Cowboys RB Emmitt Smith becomes the NFL’s all-time leading rusher, passing Walter Payton. Smith finished his career with 18,355 rushing yards.

7. DEC. 8, 1948 A three-time All-American, SMU junior Doak Walker wins the Heisman Trophy after a recordbreaking season.

11. DEC. 28, 1975 8. JAN. 28, 1996 Cowboys defeat Steelers, 27-17, in Super Bowl XXX for the fifth Super Bowl victory in franchise history.

In what became known as the “Hail Mary” pass, Roger Staubach completes a 50-yard desperation pass to Drew Pearson to defeat the Vikings, 17-14. WINTER 2011 NORTHTEXASSUPERBOWL.COM


12. SEPT. 17, 1956

15. OCT. 7, 1930

18. NOV. 26, 1994

Abner Haynes and Leon King break the college football color barrier in the state of Texas as members of the North Texas Mean Green football team.

In front of 46,000 fans, Fair Park Stadium is opened for a high school football contest between North Dallas and Sunset.

With a combined 28 points scored in the final two minutes, John Tyler survives Plano East, 48-44, in the Regional Semifinal at Texas Stadium.

13. FEB. 6, 2010 Cowboys RB Emmitt Smith is announced as a member of the Pro Football Hall of Fame class of 2010.

16. SEPT. 20, 2009 The first NFL game at Cowboys Stadium between the Cowboys and New York Giants attracts an NFLrecord 105,121 attendees.

19. FEB. 25, 1989 Jerry Jones is introduced at Valley Ranch as the new owner of the Dallas Cowboys and replaces Tom Landry with Jimmy Johnson as head coach.

14. 1921

17. DEC. 31, 1967

20. JAN. 15, 1978

A wooden structure seating 15,000 called the Fair Park Bowl opens on the grounds of the State Fair of Texas, later evolving into the Cotton Bowl.

In one of the coldest games in NFL history (13 degrees below zero at kickoff), the Green Bay Packers edge the Cowboys in the “Ice Bowl.”

Cowboys defeat Broncos, 27-10, in Super Bowl XII for the second Super Bowl title in franchise history.

THE MAKING OF CENTURY IN THE MAKING Milestones that helped define key moments JULY 12, 2009: A panel of local sports media convened to decide the top 250 football moments in North Texas over the past 100 years. The panel, known as the Century in the Making Action Team, was chaired by Brad Sham (Dallas Cowboys radio) and included Sam Blair (retired, The Dallas Morning News), Brad Bradley (Hall of Fame photographer), Dave Crome (CW33 TV),

John Rhadigan (FSN TV), Mike Rhyner (SportsRadio 1310 The Ticket), Kristi Scales-Sutton (Dallas Cowboys radio), Kevin Sherrington (The Dallas Morning News), Mickey Spagnola (, Carlton Stowers (author), Jean-Jacques Taylor (The Dallas Morning News), Victor Villalba (Dallas Cowboys radio), and Charean Williams (Fort Worth Star-Telegram).

JAN. 12, 2010: Century in the Making Campaign launched with the revealing of the 250 greatest moments at Dallas’ Woodrow Wilson High School, the only public high school to produce two different Heisman Trophy winners (Davey O’Brien and Tim Brown). The event featured an open discussion among Roger Staubach, Troy Aikman, Tony Dorsett, Michael Irvin, Daryl Johnston, Joe Greene, Craig James, Billy Sims, Abner Haynes, Tim Brown, and David O’Brien, Jr.

FEB. 18, 2010: North Texas football legends Charlie Waters, Abner Hayes and Rayfield Wright joined Fort Worth Mayor Mike Moncrief to cast the first ballots of the Century in the Making campaign at the Stockyards in Fort Worth.

SEPT. 27 – OCT. 1, 2010: The Top 100 Football Mike Doocy (FOX 4 TV), Charlie Fiss (Cotton Bowl Classic), Rick Gosselin (The Dallas Morning News), Clarence Hill (Fort Worth Star-Telegram), Norm Hitzges (SportsRadio 1310 The Ticket), Frank Luksa (retired, The Dallas Morning News), Mario Montez (Univision),



Moments in North Texas’ History were announced at the Century in the Making Pavilion at the Hall of State at the annual State Fair of Texas in Dallas. Daily press conferences open to the public revealed 20 moments per day.


The Big Game won’t arrive until February, but in Arlington we’ve already started the party! Arlington is host to an array of exhilarating activities leading up to the Big Game. We have something for everyone, ranging from fan contests, concerts, citywide family celebrations and exclusive stadium tours to a few huge, Texas-style tailgate parties! Join us in Arlington and discover why we’ve got more than just a game! For more information and event details, visit

21. FEB. 12, 1978

27. AUG. 3, 1985

33. 1929

Seeking a title for the Cowboys Super Bowl season highlights, NFL Films dubs the Cowboys “America’s Team.”

Cowboys QB Roger Staubach becomes the second Dallas Cowboy inducted into the Pro Football Hall of Fame in Canton, Ohio.

After a 10-year absence, Texas and Oklahoma move the rivalry back to Dallas, prompting the construction of what would become the Cotton Bowl.

22. JAN. 3, 1983 Cowboys RB Tony Dorsett bursts down the sideline in the Metrodome for a 99-yard run vs. the Vikings, the longest in NFL history.

28. DEC. 21, 1960 In the Dallas Texans’ inaugural season, Abner Haynes is named the AFL’s Player of the Year. Haynes was also an All-Star and Rookie of the Year.

34. AUG. 23, 1963 Known for popularizing the forward pass, Slingin’ Sammy Baugh is inducted into the Pro Football Hall of Fame.

35. MAY 2, 1977 The Cowboys package draft picks in order to trade up and select Heisman Trophy winner Tony Dorsett No. 2 overall.

23. NOV. 28, 1938 TCU’s Davey O’Brien becomes the first player in college football history to sweep the Heisman Trophy, Maxwell Award and Walter Camp Award.

29. JAN. 1, 1936

24. DEC. 20, 2008

J. Curtis Sanford conceives an idea to bring an annual football game to Dallas and begins to create and finance the first Cotton Bowl Classic.

In the final game at iconic Texas Stadium, the Cowboys fall to the Baltimore Ravens, 33-24.

25. DEC. 5, 1987 Dallas’ Woodrow Wilson HS becomes the first and only public high school to produce two Heisman Trophy winners: Davey O’Brien and Tim Brown.

36. DEC. 19, 2004 G.A. Moore retires as Texas’ winningest high school head coach with 404 wins. Moore came out of retirement in 2009 to coach Aubrey High School.

30. MAY 22, 2007 Behind the leadership of Roger Staubach, the NFL owners award Super Bowl XLV to North Texas.

31. 1930-45 The 12 Mighty Mites, a youth football team consisting of orphans and children of struggling families, capture the hearts of America.

37. JAN. 30, 1994 Cowboys defeat Bills, 30-13, in Super Bowl XXVIII for their fourth Super Bowl title in franchise history and repeat as world champions.

32. JAN. 2, 1994 26. 1932 The Texas-OU rivalry finds a permanent home in Fair Park, which is renamed the Cotton Bowl four years later.


Despite separating his shoulder in the first half, Emmitt Smith leads the Cowboys to victory over the New York Giants to capture the NFC East title.


38. NOV. 7, 1993 Legendary head coach Tom Landry is inducted into the Cowboys Ring of Honor at Texas Stadium.

39. JAN. 31, 1993

45. AUG. 4, 2007

Cowboys defeat Bills, 52-17, in Super Bowl XXVII for their third Super Bowl title in franchise history behind Troy Aikman’s MVP performance.

Cowboys five-time Pro Bowl WR Michael Irvin is inducted into the Pro Football Hall of Fame.

51. SEPT. 19, 2005 The “Triplets,” Troy Aikman, Emmitt Smith, and Michael Irvin, are inducted together into the Ring of Honor at Texas Stadium.

40. APRIL 22, 1990 The Cowboys trade up four spots to select Florida RB Emmitt Smith in the 1990 NFL Draft.

46. FEB. 25, 1987

52. DEC. 2, 1963

The SMU football program receives the “Death Penalty” from the NCAA for recruiting violations.

GM Tex Schramm selects three future Hall-of-Famers in the 1964 NFL Draft: Mel Renfro (2nd round), Bob Hayes (7th), and Roger Staubach (10th).

47. SEPT. 17, 1961 41. NOV. 28, 2009

Cowboys defeat Steelers, 27-24, at the Cotton Bowl for the first regular season victory in franchise history.

TCU captures the MWC championship, finishing 12-0 for the program’s first undefeated season in 71 years.

48. 1937

42. SEPT. 2, 1994

Pilot Point RB Jiggs Ray scores a state-record 75 points in a single game, a mark that still stands today.

53. JAN. 10, 1982 The 49ers defeat the Cowboys, 28-27, behind a Joe Montana pass to Dwight Clark in the final seconds, which is now known as “The Catch.”

Southlake Carroll sets a Texas high school record by winning its 72nd consecutive regular season game.

54. JULY 27, 1991 Former Cowboys President & GM Tex Schramm is inducted into the Pro Football Hall of Fame.

49. NOV. 7, 2008 43. AUG. 5, 1972 GM Tex Schramm debuts the Dallas Cowboys Cheerleaders at Texas Stadium.

44. MAR. 1, 2007 Former Cowboys CB Everson Walls donates a kidney to former teammate and friend Ron Springs.


To offer support, Grapevine Faith fans and parents sit on the opposite side during a football game vs. Gainesville State School, a juvenile prison.

55. JAN. 3, 1971 Cowboys defeat 49ers, 17-10, for their first NFC Championship and advance to Super Bowl V to face the Baltimore Colts.

50. DEC. 6, 1980 Highland Park rallies to defeat Plano, 23-21, in the Class 4A playoff game at Texas Stadium.


56. JAN. 18, 1976 Steelers defeat Cowboys, 21-17, in Super Bowl X at the Orange Bowl.

57. JAN. 2, 1922 After Aggies head coach D.X. Bible pulls a student out of the crowd to join the team, the Texas A&M 12th man is born.

58. DEC. 24, 2009 In their first bowl appearance since the “Death Penalty” SMU defeats Nevada, 45-10, in the Hawaii Bowl.

59. AUG. 2, 1986 Dallas native and former SMU All-American Doak Walker is inducted into the Pro Football Hall of Fame.

60. DEC. 13, 1945 Highland Park scores late to tie Waco, 7-7, in the state championship before 45,790 fans — still the third-largest crowd for a Texas high school game.

Sponsorship Support Makes a 100-Year Dream Come True

It’s always easier to make a grand idea — like a 100-year celebration — a reality with dedicated partners and their creative resources. American Airlines, a Founding Sponsor of the North Texas Super Bowl XLV Host Committee, along with Ebby Halliday, the Fort Worth Star-Telegram and The Heights at Park Lane, committed to support the Century in the Making Campaign with a combination of money and in-kind sponsorship. For the 250 Greatest Moments Sweepstakes contest, American Airlines provided AAdvantage miles for the winner’s travel and powered the online voting through an American Airlines-developed microsite (www.  Casey Matheny of New York City won the 250 Greatest Moments Sweepstakes, which included two tickets to the game, two tickets to the pregame tailgate party, air miles to cover travel for two to North Texas and two tickets to the Host Committee Gala. Roger Frizzell, Vice President of Corporate Communications at American Airlines, said: “The Century in the Making’s 250 Greatest Moments Sweepstakes hit all the marks to become a very successful promotion for our company. It was an interactive community program that allowed thousands of fans to celebrate the deep history of football here in North Texas. And through the sweepstakes, we successfully offered consumers the opportunity to become AAdvantage members and an incentive to go to our web site to receive a discount off of future travel on American Airlines.” Ebby Halliday partnered with the Host Committee to sponsor the Century in the Making Pavilion at the 2010 State Fair of Texas. The pavilion was located at Fair Park’s Hall of State. “Sponsoring the Century in the Making Pavilion at the State Fair of Texas was a wonderful experience for Ebby Halliday Realtors,” said Mary France Burleson, President and CEO of Ebby Halliday Companies. “We were excited to be a part of celebrating the past 100 years of North Texas football in leading up to Super Bowl XLV, particularly as it coincided with our company’s 65th anniversary year and the upcoming 100th birthday of our founder, Ebby Halliday.” The Fort Worth Star-Telegram printed four special sections for the Top 100 Football Moments voting and constructed a photo and memorabilia exhibit in the State Fair’s Century in the Making Pavilion to pay tribute to the past century of football in North Texas. The newspaper supplied photos from its sports archives to offer State Fair-goers a better understanding of the deep, rich history of football in this region. Gary Wortel, President and Publisher of the Fort Worth Star-Telegram, said, “The StarTelegram is proud to take part in the celebration of North Texas’ greatest football moments. Over the past century, our reporters, photographers and readers have proudly been there every step of the way. Partnering with the North Texas Super Bowl XLV Host Committee reinforces our newspaper’s commitment to provide this region with the finest in daily sports coverage.” The Heights at Park Lane displayed photos of some of North Texas’ football legends in the lobbies of its buildings. Bryant Nail, Senior Development Officer for PM Realty Group, which manages The Heights at Park Lane, said, “To be associated with the Century in the Making Campaign, culminating in the Top 100 Football Moments, was a once-in-a-lifetime opportunity. We were pleased to be able to partner with the Host Committee on this campaign and with the positive attention that it brought — and continues to bring — to The Heights at Park Lane.”

61. AUG. 8, 1987 Former North Texas State football star “Mean” Joe Greene is inducted into the Pro Football Hall of Fame.



62. NOV. 30, 1935 Undefeated SMU defeats undefeated TCU to advance to the Rose Bowl with the “$85,000 pass.”

63. FEB. 8, 1963 Owner Lamar Hunt moves his Dallas Texans to Kansas City, where they would later become the Chiefs.

64. JAN. 23, 1994 Cowboys defeat 49ers, 38-21, to advance to Super Bowl XXVIII behind a bold prediction by head coach Jimmy Johnson.

68. DEC. 18, 1940

75. SEPT. 24, 2000

Fort Worth’s I.M. Terrell High School defeats Austin Anderson High School, 26-0, to win the first TILCS state championship.

While celebrating a touchdown, Terrell Owens gets knocked off the star on the 50-yard line at Texas Stadium by Cowboys safety George Teague.

69. DEC. 14, 1957

76. NOV. 28, 1974

Despite a 20-20 tie, Highland Park defeats Abilene in the state semifinals because of the tie-breaker, going on to win the Class 4A title the next week.

Replacing a banged-up Roger Staubach, Cowboys QB Clint Longley defeats the Redskins, 24-23, behind two late touchdowns.

70. AUG. 5, 1972

77. AUG. 1, 1978

Lamar Hunt becomes the first AFL representative inducted into the Pro Football Hall of Fame. Hunt is inducted into 10 different sports’ Halls of Fame.

“Mustang Mania” is introduced on SMU’s campus, attracting over 42,000 fans to the opening game vs. TCU at the Cotton Bowl.

71. DEC. 6, 2008

79. DEC. 9, 1988

72. DEC. 27, 1960

In the game that inspired the 2004 movie Friday Night Lights, Dallas Carter High School defeats Odessa Permian, 14-9, in the 5A Semifinals.

65. JAN. 1, 1970

66. NOV. 26, 1938

Plano defeats Port Neches-Groves in the 4A State Championship in Texas Stadium before the largest attendance for a high school game (49,953).

Allen defeats Euless Trinity, 34-21, at Texas Stadium, winning the Class 5A State Championship two weeks later.

TCU All-American Bob Lilly becomes the first draft choice of the expansion Dallas Cowboys.

Undefeated Texas beats Notre Dame, 21-17, in the Cotton Bowl to capture the National Title.

78. DEC. 17, 1977

73. JAN. 11, 1971 LB Chuck Howley becomes the first player on a losing team to earn Super Bowl MVP honors as the Cowboys fall to the Colts, 16-13, in Super Bowl V.

80. DEC. 9, 1959 Although they hadn’t yet been officially awarded an expansion franchise, GM Tex Schramm signs QB Don Meredith to a personal services contract.

81. AUG. 5, 2006

Led by Davey O’Brien, TCU defeats SMU, 20-7, to finish undefeated for the Horned Frogs’ first National Championship.

Three-time Super Bowl QB Troy Aikman is inducted into the Pro Football Hall of Fame along with fomer Cowboys great Rayfield Wright.

67. DEC. 23, 2004

82. JAN. 17, 1993

Behind a 16-0 season, Southlake Carroll captures the Texas state championship and finishes No. 1 by USA Today.


74. JAN. 1, 1937 In the first game played at the Cotton Bowl, Sammy Baugh and TCU defeat Marquette, 16-6.


Cowboys defeat 49ers, 30-20, to advance to Super Bowl XXVII, prompting Jimmy Johnson to proclaim after the game, “How ‘Bout Them Cowboys?!”

Artists in the Cowboys Stadium Art Program December 5, 2010–February 20, 2011 Big New Field celebrates work by artists featured in the Cowboys Stadium Art Program and welcomes Super Bowl XLV to North Texas.

Big New Field: Artists in the Cowboys Stadium Art Program is organized by the Dallas Museum of Art and made possible by TWO X TWO for AIDS and Art, an annual fundraising event that jointly benefits amfAR, The Foundation for AIDS Research and the Dallas Museum of Art. Additional support is provided by the Contemporary Art Fund through the gifts of an anonymous donor, Arlene and John Dayton, Laura and Walter Elcock, Amy and Vernon Faulconer, Kenny Goss and George Michael, Nancy and Tim Hanley, Marguerite Steed Hoffman, Janelle and Alden Pinnell, Allen and Kelli Questrom, Cindy and Howard Rachofsky, Deedie and Rusty Rose, Gayle and Paul Stoffel, and Sharon and Michael Young. Air transportation provided by American Airlines. The Dallas Museum of Art is supported in part by the generosity of Museum members and donors and by the citizens of Dallas through the City of Dallas/Office of Cultural Affairs and the Texas Commission on the Arts.

1717 North Harwood St Dallas TX 75201 214 922 1200

Image: Olafur Eliasson, The outside of inside, 2008, projectors, spotlights, color-filter foil, stainless steel, and control unit, Dallas Museum of Art, DMA/amfAR Benefit Auction Fund, 2009.1.a–aa, © 2008 Olafur Eliasson



83. JAN. 1, 1954 In the Cotton Bowl, Alabama’s Tommy Lewis lunges off the sidelines to tackle Rice’s Dicky Maegle, who is nonetheless awarded the 95-yard score.

84. MAR. 31, 1980 In an emotional news conference at Texas Stadium, QB Roger Staubach announces his retirement from professional football.

85. OCT. 12, 1963 The No. 2 ranked Longhorns defeat the No. 1 ranked Sooners, 28-7, in the Cotton Bowl en route to a national title.

90. JAN. 1, 1964

96. JAN. 1, 1979

In the first match-up of the nation’s top two teams in the Cotton Bowl, No. 1 Texas defeats Roger Staubach and No. 2 Navy, 28-6.

In the “Chicken Soup” game at the Cotton Bowl, Joe Montana leads a dramatic comeback to help Notre Dame edge Houston, 35-34.

91. OCT. 12, 1989

97. OCT. 29, 1938

The Cowboys trade Herschel Walker to the Vikings for a package of draft picks that Dallas would use to draft Emmitt Smith and other key contributors.

Behind three touchdown passes, QB Davey O’Brien leads TCU past Baylor, 39-7.

92. AUG. 8, 1967

86. DEC. 25, 1995

Former Dallas resident and Detroit Lions QB Bobby Layne is inducted into the Pro Football Hall of Fame.

In the Cowboys 37-13 win over Arizona, Emmitt Smith sets the NFL single-season record with his 25th touchdown.

93. 1965

87. NOV. 24, 1966 In the first Thanksgiving Day game, the Cowboys defeat the Browns, 26-14, in front of over 80,000 in the Cotton Bowl.

Beaumont’s Jerry LeVias commits to SMU to become the first AfricanAmerican to receive an athletic scholarship to a SWC program.

88. JAN. 14, 1996 Cowboys defeat Packers, 38-27, behind three Emmitt Smith touchdowns to advance to Super Bowl XXX.

94. OCT. 9, 1983 Cowboys QB Roger Staubach is inducted into the Ring of Honor at Texas Stadium.

89. MAR. 29, 1994 Two-time Super Bowl-winning head coach Jimmy Johnson steps down at the helm of the Cowboys, later to be replaced by Barry Switzer.


95. OCT. 11, 1963 SMU battles back to defeat Roger Staubach and No. 4 Navy, 38-28.


98. NOV. 20, 1999 TCU RB LaDainian Tomlinson sets the NCAA single-game rushing record against Houston with 406 yards on the ground — a mark that still stands today.

99. JAN. 1, 1946 Texas QB Bobby Layne has a hand in all 40 points with four TD runs, two TD passes, and four PATs as the Longhorns top Missouri in the Cotton Bowl.

100. DEC. 23, 1962 Abner Haynes and the Dallas Texans defeat the Oilers, 20-17, to win the AFL Championship.

With big screens, big food, big entertainment and big fun, Addison is hosting the Biggest Big Game Watching Party in North Texas. Whether you’re here for the big game or for pre-game fun, Addison has great field position. So are you ready to play?



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LEGENDS Sports media has grown greatly in North Texas over the past half century, thanks in large part to three local icons who will be recognized during the week leading up to Super Bowl XLV BY MICKEY SPAGNOLA



DAN JENKINS RESIDES: Fort Worth MEDIA: Journalist EDUCATION: TCU RÉSUMÉ: Sports Illustrated, Fort Worth Press, Dallas Times Herald, Playboy, Golf Digest and several novels


FROM THE BOOTH: Early in his broadcast career, Pat Summerall (right) teamed with Tom Brookshier for CBS Sports.

That was the easy part, using the likeness of Blackie Sherrod, a writer, columnist, editor and icon who documented sports for nearly 60 years while working for the Temple Daily News, Fort Worth Press, Dallas Times Herald and The Dallas Morning News. Sherrod, who recently turned 91, not only set the standard for sports writing in North Texas, and a high one at that, he also is responsible for cultivating some of the most talented writers to come through this area, including two of the three award winners. Sort of the “godfather” of North Texas sports writers. It was Blackie who gave honoree Dan Jenkins his start in the newspaper business, hiring him right out of TCU to the Fort Worth Press, one of four newspapers in the DallasFort Worth area in the day, then sending Jenkins on his way to Sports Illustrated and a career of writing books. And it was Blackie, while sports editor of the Dallas Times Herald, who had the sense


EDUCATION: Arkansas RÉSUMÉ: CBS Sports, NFL on FOX, ESPN and various other sporting events, including a record 16 Super Bowls

to lure Frank Luksa, another honoree, away from the Fort Worth Star-Telegram to the Times Herald because of his expertise covering the Dallas Cowboys, starting way back in 1962. Among the three of them, they have documented seven decades of this century of football in North Texas. Then there is a nod to the broadcasting industry, going to who else, but long-time North Texas resident Pat Summerall, the voice of professional and college football for nearly five decades after his NFL playing days were completed with the Chicago Cardinals and New York Giants. Talk about a North Texas Mount Rushmore of journalists. Blackie, the forerunner to the likes of Roger, Emmitt and Kobe, would always be the man in the middle and is why a bust sculpted in his likeness will be presented during the ceremony with hosts Daryl


ootball history, and a rich one at that, more than anything will distinguish Super Bowl XLV, the first of these National Football League extravaganzas to be played in North Texas. Not just professional football history in North Texas, the Dallas Cowboys this year celebrate 50 years in the NFL, but a full century of high school and maybe most of all college football history. A history the North Texas Super Bowl XLV Host Committee has prominently embraced leading up to the Feb. 6 title game at Cowboys Stadium between the NFC and AFC champions with its Century in the Making project, asking the fans to choose the Top 100 Moments in North Texas football history. Now the Host Committee is taking this tribute of rich football history one step further by also taking time out of Super Bowl week to honor the journalists in the North Texas region who have documented all these moments, all these games, all these players with the Lifetime Achievement Award, to be presented at the Feb. 1 Super Bowl XLV Media Party at House of Blues in downtown Dallas. “We wanted to make the media party something special, and one way of doing that was to applaud the rich history of the members of the media in this area,” said Carlton Stowers, a long-time North Texas journalist and member of the Century in the Making Action Team charged with not only presenting the public with the top 250 football moments in North Texas history but also deciding who would receive this award and what the award would be. “And who better to choose than the ones involved and the award created in the likeness of Blackie Sherrod, who is a newspaper icon nationwide.”

JUST GETTING STARTED: (standing, R-L) Dan Jenkins and Blackie Sherrod early in their careers with the Fort Worth Press.

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HONORING LEGENDS Johnston and Michael Johnson in charge and the Old 97’s providing the headlining musical entertainment. “If you’re going to have an award of this nature, it’s only proper that the namesake be the foremost sports columnist of our generation and perhaps of all generations,” said Luksa, who worked for Blackie from 1972-1984 at the Times Herald and then with him again at the Morning News following the closing of the Herald. “We all read Blackie with great respect, and the most foolish thing any writer could do was try to imitate him. That was a fool’s error. “There was only one Blackie, and he amused, he entertained, and he also instructed and educated if you stopped laughing long enough to get the message.” With hopes of attracting future Super Bowls to North Texas, the Century in the Making Action Team plans to make this lifetime achievement award a Super Bowl week ritual here in the region, knowing there are many more writers and broadcasters worthy of such an honor. In fact, maybe the award this year will serve as start of something new regionally at all the future Super Bowl sites.

Dan Jenkins

He is a Fort Worth original, born and raised, having gone to Fort Worth Paschal High School and then Fort Worth-based Texas Christian University, where he played varsity golf, maybe one of the contributing reasons allowing him to become known as the best-ever golf writer in the country. Jenkins began working at the Fort Worth Press while an undergraduate at TCU, working under Blackie for $25 a week, and where he remained until 1958 when he followed his mentor, now the sports editor, over to the Dallas Times Herald. His rise was meteoric, vaulting in five years from the Herald to Sports Illustrated, where he entertained a nation with his college football writing and in 1972 his first novel, Semi-Tough, which turned into a featurelength film. “I think in the minds of many Dan is considered the ultimate golf writer,” Stowers said, “but to me, what stood out was his college football reporting for Sports Illustrated. No one brought college football to life in print better than him. And later on in life I found out why. No one loves college football more than Dan Jenkins.” He’s retired now, but once again living in Fort Worth after six decades of sports writing and crafting such books as Dead Solid Perfect, Slim And None, The Eternal Summer, Baja Oklahoma, Life Its Ownself and the latest, Jenkins At The Majors. Jenkins, though, has never forgotten his beginnings, and has told this tale about the first story he ever turned in to Blackie Sherrod at the Fort Worth Press, agonizing over every word, every sentence deep into the night, only to have Blackie read his account and say, “Don’t ever write a morning lead for an afternoon paper, dumb ass.” As they say, it’s not where you start but where you finish, and Jenkins is quite grateful to the guy who gave him his start.


FRANK LUKSA RESIDES: Plano MEDIA: Journalist EDUCATION: University of Texas RÉSUMÉ: Fort Worth Star-Telegram, Dallas Times Herald and The Dallas Morning News

QUITE A JOURNEY: (left) Luksa’s career covering pro football in North Texas spans five decades, beginning in 1962.

Frank Luksa

In the infancy of a half-century sports writing career, almost all in North Texas, “Uncle Frank” as he was fondly known in his later days at the Times Herald, happened upon covering the Dallas Cowboys by, well, let him tell you the story. “The pro football beat guy left in 1962,” says Luksa, who at the time was in his second year at the Star-Telegram after a year at the Gladewater Daily News, a year at the Tyler Morning Telegraph and a twoyear tour of duty in Seoul during the Korean War, “and the editor asked, ‘Who wants to cover pro football?’ and my hand was the only one that went up. College was king then.” Make sure you caught that: Pro football, because back in 1962, not only were the expansion Dallas Cowboys in their third season but so too were the rival American Football League Dallas Texans, owned by Dallas native Lamar Hunt. That meant covering Cowboys games and Texans games, and really just the games only. But again … Luksa would end up covering the Cowboys from 1962 for the Star-Telegram, Times Herald and Morning News until he retired in 2007. Luksa would then cover the next 33 Super Bowls, and now is the proud owner of every Super Bowl game program, soon to reach 45 of them in February. “I am pleased, flattered and honored to be in the company of those receiving this award, but the namesake of the award, well, I can’t think of a name I’d rather have on an award,” said Luksa, a 1992 recipient of the Pro Football Writers Association Dick McCann Memorial Award for long and distinguished reporting of pro football. “Whatever I did to deserve it, I had a helluva good time.”

Pat Summerall

Need we say more? “All you can say about him is he’s been as much a part of major sporting events as the coaches and players for many years, and he did so with incredible brevity,” Stowers said. “He never insulted the viewer by describing what we were watching.” Summerall, you might say, is a living historical audio tour of the NFL, the PGA and the pro tennis


circuit, his voice synonymous with the 28 Super Bowls he broadcast during his near 50-year career behind the microphone, along with the Masters and the U.S. Opens from Flushing Meadows, N.Y. When you think Summerall, you also think of his sidekicks, Tom Brookshier while working together in the late 60s and throughout the 70s for CBS covering the NFC and then John Madden for 22 years, first for CBS and then FOX, doing their last Super bowl together Feb. 3, 2002, when New England beat St. Louis in Super Bowl XXXVI. Such a treasure chest now living in North Texas, having played his college football at Arkansas. “Well I’m shocked, first that I’m getting any kind of award,” said Summerall, who brought some historical significance to the Cotton Bowl the past four years doing the national television broadcast. “I’ve been honored enough to do 28 Super Bowl games. It’s an honor to be remembered at this time and to be in such good company with Frank Luksa and Dan Jenkins. “And Blackie, just to be around him was an honor.” How far did Summerall come? Let him tell you the story of the first Super Bowl he broadcast, and yes, that was Super Bowl I, Green Bay vs. Kansas City, Jan. 15, 1967, along with CBS cohorts Frank Gifford, Ray Scott and Jack Whitaker. His job was to do a pregame show, postgame show, the first half in the booth and the second on the sideline. In fact, the game was simulcast by CBS and NBC, the home of the AFL, and as Summerall points out, one set of cameras and two sets of announcers. “When I went to the sideline for the start of the second half,” Summerall recalls, “the first thing I heard was, ‘Ask Coach Lombardi if he wouldn’t mind kicking off again because NBC missed the second-half kickoff (in commercial still),’ and I said to myself this is the end of my sideline reporting because I’m not going to ask Coach Lombardi to do that.” He didn’t, but somebody from NBC did ask Packers coach Vince Lombardi, and if you can believe this, he said yes, and there was a second, second-half kickoff to the very first Super Bowl. “Somebody from NBC asked him,” Summerall said. “I don’t know who did, but it wasn’t me.” Yet he survived . . .and flourished. And no one had to ask him twice to join Dan Jenkins and Frank Luksa as the first recipients of the Blackie Sherrod Lifetime Achievement Award.

Hunton & Williams is pleased to serve as legal counsel to the North Texas Super Bowl XLV Host Committee.

XLV w w w. h u n t o n . c o m

Hunton & Williams LLP provides legal services to corporations, financial institutions, governments and individuals, as well as to a broad array of other entities. Since our establishment more than a century ago, Hunton & Williams has grown to more than 900 lawyers serving clients in 100 countries from 18 offices around the world. Atlanta • Austin • Bangkok • Beijing • Brussels • Charlotte • Dallas • Houston • London • Los Angeles • McLean • Miami • New York • Norfolk • Raleigh • Richmond • San Francisco • Washington © 2010 Hunton & Williams LLP. Attorney advertising materials. These materials have been prepared for informational purposes only and are not legal advice. This information is not intended to create an attorney-client or similar relationship. Please do not send us confidential information. Past successes cannot be an assurance of future success. Whether you need legal services and which lawyer you select are important decisions that should not be based solely upon these materials. Photographs are for dramatization purposes only and may include models. Likenesses do not necessarily imply current client, partnership or employee status. Contact: Walfrido J. Martinez, Managing Partner, Hunton & Williams LLP, 1900 K Street NW, Washington, DC, 20006, (202) 955-1500.



Herd in the Star-Te Super Bowl XLV coverage and event

Trail Boss Dennis Merrell and his crew of drovers lead 15 longhorns north on Main Street from downtown to the Stockyards for the Inaugural drive of the Fort Worth Herd.

Star-Telegram/Carolyn Bauman




ent information Read it every morning

Updated all day, everyday FORT WORTH Star-Telegram and are Official Partners of the North Texas Super Bowl XLV Host Committee. WINTER 2011 NORTHTEXASSUPERBOWL.COM


Hosting an event as monumental as the Super Bowl is a collective effort that requires a lot of helping hands and special talents: meet North Texas’ Action Heroes BY CHARLEY WILSON, PHOTOGRAPHY BY LAYNE MURDOCH


hen Super Bowl XLV was awarded by the NFL to North Texas, numerous promises were made, and those promises would be kept if the Host Committee could: •

include the time and talents of the people living in a four-county (Collin, Dallas, Denton, Tarrant) area about the size of Delaware,

schedule dozens of region-wide events to help unite North Texans to join the excitement,

contribute to making this the biggest and best Super Bowl ever held by the NFL, and

earn the opportunity to host another Super Bowl down the road.

That, quite simply, explains why nearly two dozen Action Teams comprising hundreds of volunteers were formed by the North Texas Super Bowl XLV Host



Committee to tackle a seemingly un-climbable mountain of tasks. To do the job, Host Committee Chairman Roger Staubach and President & CEO Bill Lively called on numerous North Texans — or Action Heroes in this case — to roll up their sleeves and demonstrate their leadership ability to meet and exceed the expectations of everyone with a vested or distant interest in Super Bowl XLV. As Gene Jones, wife of Dallas Cowboys owner Jerry Jones, said, “An event of this magnitude is only as successful as the thousands of people behind the scenes who unselfishly offer their time and support.” While the pay was zero — all of the Action Team leaders and Committee members were volunteers — the payoff from their efforts is likely to be exceedingly rewarding. On the following pages, read for yourself about the experiences of those who answered the call and sprang into action to help our region demonstrate its “can-do” spirit, innovative thinking and North Texas pride.

CLARICE TINSLEY FOX 4 TV News Anchor Chair, Communications Action Team


dynamic and creative group of professionals formed the North Texas Super Bowl XLV Host Committee’s Communications Action team to allow North Texans to experience the game before it even arrived in our region. Clarice Tinsley, FOX 4 TV news anchor and a mainstay in the DFW broadcast community, chaired the group that helped events such as the Century in the Making Pavilion press conferences, the Welcome Home a Hero program, and the SLANT 45 Kids Bowl Bash become such a huge success. TINSLEY: I’m deeply grateful to have had an opportunity to work with a group of people to help plan events that will touch the lives of North Texas men, women and children in such meaningful, innovative and exciting ways. As Bill Lively says, “There will be other North Texas Super Bowl Host Committees, but we’re making history because we did it first.” The experience was much more vast than I had anticipated. When I became involved two and a half years ago, Super Bowl XLV seemed so far in the future. Let me tell you ... that countdown clock moves really fast! You really get a chance to see how innovative North Texans are by the way we bring new ideas and programs to the NFL and to our

Super Bowl guests. It’s deeply meaningful for me to be able to help give back and ensure that our neighbors will be able to experience the fun of having the Super Bowl come to North Texas. Despite a challenging economy, we kept pushing with our innovative thinking. While we had to scale down some ideas and leave some good ones on the drawing table, it’s also been exhilarating to see that we pulled off the majority of our plans. My advice to someone who might take on these tasks for another Super Bowl is to think big, innovate and always keep in mind that you are serving the people of North Texas.

JAY BURRESS President & CEO, Arlington Convention and Visitors Bureau Chair, Hospitality Action Team


ne of the simplest ways to cinch the return of future Super Bowls to North Texas is to treat our outof-town guests well during the week of Super Bowl XLV. Jay Burress, President and CEO of the Arlington Convention and Visitors Bureau (CVB), leads the Host Committee’s Hospitality Action Team to ensure that our region’s charm is turned up to the highest degree during Super Bowl week. BURRESS: The hospitality industry in North Texas is incredibly large and diverse. In the end, our role is to make sure that Super Bowl XLV is remembered as the greatest hospitality experience our guests will ever know until they return again for a vacation, a meeting, a convention or the next Super Bowl in North Texas. My advice to someone working on future Super Bowls is to get the early buyin from the partner CVBs to help carry the torch in their cities as much as possible. With their support and community expertise, we avoided the possibility of political potholes and distrust. I’d also emphasize to enjoy the experience for everything it is and to value the opportunity. I’ve always been a big believer in eventdriven tourism and therefore viewed this role and experience as an opportunity of a lifetime. I was fortunate to have been involved with the World Cup in 1994 and now to have the NBA All-Star Game, the World Series and Super Bowl all within 12 months time is more than anyone could ask for. The opportunity to be involved in the Host Committee organization and to see the inner workings of the greatest event going has been something that dreams are made of and a memory that I will carry with me professionally, as well as personally, for the rest of my career.



he Kick-Off Concert Series was the first of its kind in Super Bowl history and the cornerstone of North Texas’ 12-month countdown to Super Bowl XLV. The three-concert Series opened with Faith Hill performing at Fort Worth’s Bass Performance Hall in March, followed by Sting at Dallas’ AT&T Performing Arts Center in May and concluded with an all-star celebration featuring Tim McGraw in front of 37,000 football and music fans at Cowboys Stadium in September. The Kick-off Concert Series Action Team — Honorary Co-Chairs Linda Cluck, Gene Jones, Laura Leppert, Rosie Moncrief and Marianne Staubach — aimed to generate additional revenue to support the Host Committee’s operating budget. Nearly 500 volunteers from Arlington, Dallas and Fort Worth and other communities throughout North Texas answered the call to help. The result was a successful build-up of regional excitement to Super Bowl XLV, an overwhelming amount of volunteerism and unsurpassed community buy-in. CLUCK: I never in my wildest imagination imagined that so many ladies — and our greater communities — could come together and accomplish so much. We had three great concerts while raising a substantial amount of money for the Host Committee … and I must add that it was all fun.


MONCRIEF: The XLV Countdown Live From Cowboys Stadium final concert was, indeed, the crescendo we had worked and hoped for, but the response from all who attended was overwhelming. It was the culmination of months of hard work by determined and dedicated people and the perfect blend of music and football; thus accomplishing the goal of a great build-up to the 2010 NFL season. No one anticipated the downturn in the economy. The team’s attitude was ‘adjust, adapt, and overcome.’



STAUBACH: The most exciting aspect of this experience is to be part of making history. There will never be another first Super Bowl for North Texas, but hopefully there will be many more.

JONES: Any time you have the opportunity to be involved in something from the ground up and from the very beginning it is very meaningful. The fact that we were able to be actively involved in North Texas’ first Super Bowl makes this effort all the more rewarding and special. To be a part of a team that has helped bring this event to our community, especially when you consider how important the game of football has been to so many generations of Texans, makes the work of all those who have volunteered more important. I have been most impressed with the manner in which all of our communities — Arlington, Dallas, Fort Worth and Irving and all of the others between and around this region — have enthusiastically embraced this challenge in a spirit that benefits everyone. The teamwork and cooperation that has been displayed by all of the communities involved has exceeded any expectation that any of us may have had. And in doing so, we are so well prepared to put the wheels in motion for bringing the next Super Bowl to North Texas. Just like with a successful football team, I think the same advice applies: It takes everyone to be a champion. No one individual’s role is too small or insignificant. Everyone can make a contribution.

GINA PUENTE Owner & CEO, Puente Enterprises, Inc. Co-Chair, Emerging Business Action Team


ike never before, more than 900 minority- and women-owned businesses throughout North Texas were to get involved in Super Bowl XLV with the possible opportunity to provide products and services for game-related activities through the NFL’s Emerging Business Program. PUENTE: We aimed for the North Texas Emerging Business Program to be one of the most successful in Super Bowl history. Texans have so much pride, and North Texas is loaded with talented minority- and women-owned business people. We wanted people to say, ‘They did it right.’ Sometimes as a business owner, it’s easy to get wrapped up in your own doings, but I have always realized that the more we can all give back, the better our community and each other will be. Collectively, it has been an unsurpassed experience working with each other, all for the goal of having the best Super Bowl the world has ever seen! It wasn’t an easy task, but we were impressed with how all of our certifying agencies were able to step up to the challenge of getting hit with the volumes of businesses trying to get certified as a result of our efforts.

R. HEATH CHEEK Associate, Bell Nunnally Chair, NFL On Location Action Team


uying a ticket to Super Bowl XLV is possible, especially if you encounter one of the Host Committee’s zealous NFL On Location Action Team members. Led by Heath Cheek, an associate attorney at Bell Nunnally Law Firm, the NFL On Location Action Team is comprised of 100 young, hard-charging North Texas professionals. CHEEK: It has been an extraordinary experience for me to watch this event take shape and to interact with the people involved with this task. I’m constantly amazed by the quality of the individuals both on the NFLOL Action Team and the Host Committee. Super Bowl XLV has truly brought out the best-ofthe-best that North Texas has to offer.



BOB ESTRADA Chairman, Estrada, Hinojosa & Company Chair, Finance Action Team


he ongoing task of the Finance Action Team is to work with North Texas Super Bowl XLV Host Committee President & CEO Bill Lively and Chief Financial Officer Larry McCoy, on behalf of the Host Committee’s Board of Directors, to keep the books squeaky clean. Chaired by Bob Estrada, Chairman of Estrada, Hinojosa & Company, the finance team specifically established organization budget monitors and reviews the revenues and expenses to ensure the approved budget is followed by the Host Committee staff — and that there are sufficient revenues to meet all obligations of hosting Super Bowl XLV. ESTRADA: It is truly exciting to be a part of North Texas history, bringing the first NFL Super Bowl to our area and seeing the entire region involved in the joint effort in an unprecedented way. While I expected to come in contact with some current Dallas Cowboys, I didn’t expect to see so many Cowboys legends involved and work alongside other Host Committee members to make this event a success. My suggestion for people who might want to do this in future Super Bowls is to ask a lot of questions. Get a legal advisor to serve as part of the Finance Action Team. And quantify as early as possible all the possible expenses the Host Committee will be expected to incur.



TEXAS SENATOR CHRIS HARRIS District 9 TEXAS SENATOR ROYCE WEST District 23 Co-Chairs, Council of State Legislators


exas Senator Chris Harris (District 9) and Senator Royce West (District 23) co-chaired the Council of State Legislators to help ensure that each North Texas city — as well as the surrounding communities — was adequately represented and prepared for the multiple events, transportation issues, public safety issues and media coverage that arose with the planning of Super Bowl XLV. HARRIS: Having been an Arlington resident all of my life, it is very rewarding to see first-hand the unprecedented regional cooperation among North Texas’ cities, elected officials, the corporate community, university executives, and many others. I am also extremely pleased with the Host Committee’s establishment of the SLANT 45 program, which resulted in some 40,000 North Texas elementary school children providing nearly a half-million hours of community service. Not only have these children played a part in history, they have had an opportunity to experience first-hand how each individual can make a difference through serving others. WEST: The public can now see the forward thinking of the Texas Legislature with the legislative infrastructure that was put in place back in the 1990s to provide state resources to local governments for events such as a Super Bowl. For example, every law enforcement agency in the region is in some way involved in providing support for the game in the areas of traffic control and security. At a time when cities are scouring budgets intently for ways to cover normal public safety costs, they do not have the added stress of incorporating the costs associated with hosting the Super Bowl into their respective bottom lines. The Trust Fund legislation, which I helped author, helps cities to recover those extra costs.


Dallas Cowboys broadcaster

Chair, Century in the Making Action Team


he world-renowned radio voice of the Dallas Cowboys Brad Sham chaired the Century in the Making Action Team to develop a list of significant football milestones and then turned it over to the public to select the 100 most memorable moments in newspaper and on-line balloting. SHAM: Thanks to the new Cowboys Stadium, there will be many Super Bowls in North Texas over time. But there will only be one first one. Having a chance to participate with the tremendous staff on the Host Committee and other volunteers has been exciting, rewarding and an honor. I’ll never forget the process of seeing the lists come to fruition after all the hard work the professionals on our Action Team did, hearing the public debate and seeing the public enthusiasm at the unveiling of the Top 100 Moments during the State Fair of Texas. It really brought an idea to life. The collaborative work of our Action Team — to make sure every key moment received a voice — was one of the most memorable things I’d been involved with.

ROSS PEROT, JR. Chairman, The Perot Group and Hillwood Properties Chair, Founding Sponsorship Action Team


oss Perot, Jr. and his Founding Sponsorship Action Team’s wide-reaching and longstanding ties to the North Texas community helped garner the necessary financial and in-kind donations of $1 million per entity from 14 North Texas sources, which allowed the Host Committee to fund numerous events and activities. PEROT: It is a tremendous honor to be involved in the first-ever North Texas Super Bowl. This is the first Super Bowl in our region, and it’s exciting to play a critical role. Every donor we talked to was excited by the tremendous impact this game would have on our community. And it enabled us to far surpass what any other local Super Bowl Host Committee had accomplished in terms of obtaining $1 million sponsors. WINTER 2011 NORTHTEXASSUPERBOWL.COM



ike Berry’s specialty is overseeing the sale of office space and real estate as President for Hillwood Properties, while George Killebrew’s forte is convincing people to buy seats for NBA basketball games as the Dallas Mavericks’ Senior Vice President of Corporate Sponsorships. Together, they co-chaired the North Texas Super Bowl XLV Host Committee’s Sponsorship Development Action Team to raise some $6-8 million in private sponsorships in categories beneath the $1 Million Founding Sponsor level. To say their team’s task was challenging — with the economic environment and NFL-prescribed category restrictions — is an understatement. But this tandem and their teammates succeeded in providing the much-needed funds to help make this the most successful Host Committee fundraising effort for any Super Bowl in the game’s 45-year history.


Sr. VP of Corporate Sponsorships, Dallas Mavericks Co-Chair, Sponsorship Development Action Team KILLEBREW: This was the rare opportunity to work on something as enormous as the Super Bowl yet also do something dramatic that involves the entire region working together for a common goal. These types of projects are rare and special. Not all of the participating corporations were household names or traditional sports sponsors, and the families that participated showed the uniqueness and generosity of the people in this region. This was ground-breaking because of the level individuals and families contributed for Super Bowl XLV.



MIKE BERRY President, Hillwood Properties

Co-Chair, Sponsorship Development Action Team

BERRY: We knew it was important for everyone in the region — both from a business and civic standpoint — to be involved. Still, I’m just now coming to realize how big the Super Bowl really is; it’s going to elevate our profile and image in a huge way to the rest of the world. It’s been an incredible experience just to meet the people with whom I’ve had an opportunity to work with — business leaders, civic leaders and people associated with the Dallas Cowboys. My advice to someone who might want to take on this task for future Super Bowls would be to start as early as possible. Be strategic in identifying potential sponsors and corporate sponsors who might support the effort. Be creative and think out of the box… so that you can continue to put our region in a position to get another shot from the NFL.





TEAM! BNSF Railway is proud to be a founding sponsor of the North Texas Super Bowl XLV Host Committee and teaming up to showcase North Texas and the Big Game to the world.







DR. THERON BOWMAN Chief of Police, City of Arlington Chair, Public Safety Action Team


nsuring the safety of our residents and out-of-town guests for Super Bowl XLV is no small task. The four-county region that’s hosting the game encompasses more than 100 municipalities, and each has a critical role to make our first-ever Super Bowl an incident-free event. Dr. Theron Bowman, the Chief of Police for the City Arlington, chairs the Public Safety Action Team that is responsible for coordinating the region’s public safety preparedness and response for Super Bowl XLV, including police, fire, emergency medical services and emergency preparedness.

BOWMAN: I grew up in an area where most kids are extremely challenged to succeed in life. As a kid, I never thought playing a crucial role in a Super Bowl game was ever possible. I grew up playing baseball and like most baseball players, I always believed I could deliver that big hit or make that game-winning catch. When I coached, I loved creating an environment where the players and their families could enjoy the game. Being an Action Team leader for Super Bowl XLV with its millions of fans around the world places me in both roles. I can’t think of a better way to create and protect the dreams of millions more just like me. North Texas is blessed with incredibly smart and energetic people who can and will achieve amazing results. My advice is to grab your camera and running shoes.

MICHAEL MORRIS Director of Transportation, North Central Texas Council of Governments Chair, Transportation Action Team


he North Texas Super Bowl XLV Host Committee’s Transportation Action Team laid out a plan for all modes of ground transportation to ensure our out-of-town visitors and North Texans alike can move about the region safely and easily in the days leading up to and on Super Bowl Sunday itself. Chaired by Michael Morris, this group left no stone unturned in looking at traffic issues: cars, buses, limousines, rail traffic, roadways and more. MORRIS: The game itself requires the best teams to play in Super Bowl XLV, and it’s been very rewarding to be part of an outstanding integrated team that is hosting this event. In turn, we want our transportation system to facilitate a great experience. We want to succeed so that the Super Bowl returns to North Texas. I am humbled by the level of trust and willingness of the Host Committee and community at large to get behind and commit to the necessary transportation components that will make Super Bowl XLV a success. Mayors, councils, commissioners’ courts and the business community have rallied around and supported the dozens of transportation strategies for Super Bowl XLV.


CEO, DFW Airport

Chair, Aviation Action Team


f the hundreds of thousands out-of-town visitors expected in North Texas for Super Bowl XLV, about 100,000 will arrive by air. That means two-thirds of our region’s guests will begin and end their Super Bowl experience at one of our airports. The Aviation Action Team, led by DFW Airport CEO Jeff Fegan, engages the various aviation stakeholders in regional airport readiness and to ensure a positive visitor experience. The Aviation Action Team comprises representatives from regional airports in the four-county region, the FAA, the Department of Homeland Security and the Transportation Security Administration (TSA). FEGAN: Our team worked in close collaboration with other Super Bowl Action Teams, focusing on core aviation activities. To make sure we considered all of the details, our working groups addressed a wide range of needs including forecasting, operations, website communications, general aviation coordination, ground transportation coordination, VIP preparations, terminal décor and event promotions. I am continually impressed by the enthusiasm and the cooperation that we’ve received in our planning, united by the common goal of ensuring that Super Bowl XLV will be successful. It inspires me to see the strong interpersonal relationships exhibited among the aviation community and the common desire to excel and showcase North Texas as we take our turn on the world stage. WINTER 2011 NORTHTEXASSUPERBOWL.COM


HOLLY REED Senior Vice President of External Affairs, AT&T Chair, Transition Action Team


n just a matter of months, Super Bowl XLV will be in North Texas’ rearview mirror. The people of our region will have gained an incomprehensible wealth of experience and know-how from preparing for the game, so it begs the question: How do we retain that knowledge and maintain the momentum for future events of this magnitude? Holly Reed, Senior Vice President of External Affairs for AT&T, is leading the Transition Action Team to ensure that this expertise is leveraged for future opportunities. REED: It is a unique time in North Texas. The collaboration around this game has shown that our region can work together. We have business leaders, elected officials, nonprofits and others all joining forces to make the most of this opportunity for our residents and visitors. The members of this Transition Action Team and the entire Host Committee have been incredible. I feel lucky to be able to learn from them and work alongside them at such a momentous time. As the great Vince Lombardi said, ‘People who work together will win, whether it be against complex football defenses or the problems of modern society.’

DAN PETTY Senior Consultant, North Texas Commission Chair, Government Relations Action Team


ince day one, as former President of the North Texas Commission, Dan Petty was among a small group that huddled with Dallas Cowboys’ owner Jerry Jones, the Jones’ family and the mayors of Arlington, Dallas and Fort Worth to brainstorm bringing the 2011 Super Bowl to this region. Because of his longtime familiarity with the various municipalities in North Texas, Petty was asked to lead the Host Committee’s Government Relations Action Team. PETTY: Our team’s charge was to ensure consistent communication with and cooperation among the city officials and key business leaders in Collin, Dallas, Denton and Tarrant counties. After the game is over, I think it’s important to get everybody together and hammer out a blueprint for a more permanent arrangement to go after major sporting events for North Texas. Our region has such a good menu of facilities and venues for major sporting events that we ought to be a little more organized and a little more strategic in how we bring events here for the near term and long term.






In Good Hands


As the Presenting Sponsor of the XLV Volunteer Program, Allstate’s well-known slogan is a perfect fit BY STEVE PATE


he Allstate Corporation is the nation’s largest publicly held personal lines insurer, widely known through the “You’re in Good Hands with AllstateSM” slogan. Allstate is the exclusive presenting sponsor of the Volunteer Program for Super Bowl XLV, which launched in April 2010. The program recruited and trained volunteers to welcome hundreds of thousands of visitors to North Texas to enjoy the Super Bowl experience. All XLV Volunteers were issued a limited edition and official volunteer uniform, including a jacket, shirt and hat. Mark LaNeve, Chief Marketing Officer for Allstate, shares his excitement for Allstate’s involvement with North Texas’ first Super Bowl.

“Allstate, together with the Host Committee, will ensure all Super Bowl XLV guests are taken care of while visiting North Texas. We’ll put them in Good Hands®.”


What’s it like to become a part of North Texas’ first-ever Super Bowl?


What is Allstate’s history with sports, specifically with football?


Does your participation in Super Bowl XLV tie in at all with Allstate’s civic commitment to the North Texas region?

LaNEVE: We couldn’t be more excited. Allstate’s employees and agents are committed to community involvement and investing our time, talent and resources in the communities where we live and work, so it is a natural fit to be the Presenting Sponsor of the North Texas Super Bowl XLV Host Committee Volunteer Program.

LaNEVE: Allstate is involved in a number of sports sponsorships, of which we are extremely proud. We view sponsorships as a way to strengthen the company’s brand and recognition among loyal sports fans, while communicating our key message of protection. Football, specifically, is a major passion point for Allstate. We have partnered with professional as well as collegiate football programs over the years, including the Allstate® Sugar Bowl, Allstate Glory Days (the reuniting of the 1985 Chicago Bears and Super Bowl XX champs), the Allstate American Football Coaches Association Good Works Team®, and the “Good Hands®” Field Goal Nets, which are raised at 71 colleges and universities across the country. It felt right for us to align with the North Texas Super Bowl XLV Host Committee Volunteer Program because it really tied our football sponsorship with our local community presence in Texas.

LaNEVE: Absolutely. Allstate is dedicated to building trust in the communities in which we live and work. As part of our commitment to North Texas, Allstate’s local leadership hold various positions on boards of for-profit and non-profit organizations including the American Red Cross, Texas Alive, Texas Council on Family Violence, and the Texas Advocacy Project. Allstate’s partnership with the North Texas Super Bowl XLV Host Committee Volunteer Program is yet another symbol of our commitment to investing in and protecting our communities.


Can we now assume, based on your famous slogan, that Super Bowl guests to North Texas will be in good hands with Allstate and the Host Committee’s large staff of volunteers? LaNEVE: Seventeen million households rely on Allstate — we are in the business of helping people realize their hopes and dreams through our products and services, to both protect them from life’s uncertainties and to prepare them at the same time. So, to answer your question — yes! Allstate, together with the Host Committee, will ensure all Super Bowl XLV guests are taken care of while visiting North Texas. We’ll put them in Good Hands®.

Besides funding the North Texas Super Bowl XLV Volunteer Program, how else will Allstate be involved with the program? LaNEVE: Allstate has a very large presence in Texas with more than 2,800 employees and nearly 3,000 Allstate Agencies. Our partnership with the Host Committee and the volunteer program has afforded us the opportunity to engage our local team even further — with up to 1,000 Allstaters volunteering within this program. Our local employees and agents have already donated their time by volunteering at recruiting events and assisting with volunteer training, as well as helping with outreach programs all in conjunction with the North Texas Super Bowl XLV Host Committee Volunteer Program.








Proud sponsor of the North Texas Super Bowl XLV Host Committee Volunteer Program. QUOTE TODAY


© 2010 Allstate Insurance Company, Northbrook, IL. All trademarks are the property of their respective owners.




A look forward and back at Super Bowl XLV‘s Host Committee events BY KIT SAWERS


The Emerging Business Challenge: Search. Spend. Win Super Bowl tickets

Kit Sawers serves as Vice President of Special Events for the North Texas Super Bowl XLV Host Committee.



Robbie Douglas is the Host Committee’s Director of Business Development.


As Super Bowl XLV approaches, the BY ROBBIE DOUGLAS Host Committee’s Special Events Team is wrapping up its many activities. The Although Super Bowl XLV is the first SLANT 45 concert “Kids Bowl Bash” will ever in North Texas, the Emerging Business take place this month at the American program has been part of each Super Airlines Center for more than 18,000 Bowl for the past 16 years. Its legacy and children, and SLANT 45: The Movie will heritage are a strong and important compopremiere at the end of January at Plano’s nent of the economic impact to each host Angelika Film Center. Kids have been region. performing community service all over the region as part of this Consider the challenge presented by the outreach program, and the stories that have emerged from the largest Emerging Business program in the experience are compelling. history of the NFL. More than 900 businesses qualified and certified February brings Super Bowl week and the Tuesday night Media as approved North Texas Emerging Businesses. That is more than Party for more than 5,500 credentialed media at the House of twice the size of the South Florida Emerging Business program, Blues in Dallas. Later that week, we are able to thank more than the largest prior to North Texas. This seems great, right? Bigger 3,000 sponsors and supporters is better, especially with the Host Committee Gala in Texas. However, at Billy Bob’s Texas in the Fort the converse is actuWorth Stockyards. Texas talent ally true. The more will play a role at both of these Emerging Businesses in events — Emerald City, Petty the Business Resource Theft and the Old 97’s will be Guide, the lower the featured at the Media Party, and percentage of contracts Lucy Wrubel, the Spazmatics awarded. and Pat Green will perform at This was concernthe Gala. ing for our Emerging The night before the big Business Action Team, game, we will host a special co-chaired by Emmitt NFL Football Writers dinner Smith and Gina Puente. in Downtown Dallas, and, two So, we collaborated weeks later, our final event. On with the NFL to create February 20, in the brand new the first-ever Emerging Irving Convention Center, a Business Challenge Volunteer Appreciation Tailgate — a promotion that Party will honor the more than empowers local busi10,000 people who have served nesses to grow beyond as ambassadors for this projSuper Bowl and Super ect since North Texas’ bid for Bowl XLV-related cona Super Bowl was originally tracts. For every $500 accepted by the NFL in 2007. that customers spend SPECIAL THANKS: The North Texas football legends have been extremely supportive of the As we wrap up this experiwith an Emerging region’s Super Bowl preparation efforts. ence and look back on dozens Business, they qualify of Host Committee events (from for a chance to win a concerts to golf tournaments to press conferences to a pavilion pair of Super Bowl tickets. The response has been overwhelming at the State Fair of Texas), we are overwhelmed by the generosity with over $1,000,000 in invoices received to-date. and support of companies throughout the region. CorporateMagic, The Business Resource Guide is a comprehensive guide of certiTodd Events, GoVision, Ducky-Bob’s, Cartier, Mariano’s and Gallo, fied North Texas emerging businesses. The guide is free and availto name just a few, have given their time and resources over and able to all procurement entities seeking goods or services for Super over again. With their help and that of the many former Dallas Bowl XLV related opportunities. Cowboys who have been on our team (Troy Aikman, Tony Dorsett, The Emerging Business Challenge will be adopted by the NFL Daryl Johnston, Drew Pearson, Emmitt Smith and Roger Staubach for the next host committee as the ultimate challenge continues. in particular), the impact of one February 2011 football game has For more on the Emerging Business Program or to view the been felt throughout the region for the past two years and will conBusiness Resource Guide, visit tinue to resonate in the years to come. emergingbusiness.




BIGGER PICTURE Venue Marketing Group founder Kristie Vento recognizes the opportunities that come with the Super Bowl coming to North Texas


Official Sponsor of the NFL Emerging Business Program



efore the first snap from the line of scrimmage, Super Bowl XLV already will have been an epic event for North Texas. Preparations alone for the February 2011 game at Cowboys Stadium are reshaping the local business landscape, observed Kristie Vento, founder of The Venue Marketing Group. As one of the most prominent hospitality and event marketers in North Texas, as a participant in the NFL’s Emerging Business Program, and as a business person who thrives in creative and energetic spaces, Vento recognizes the Super Bowl’s big-picture possibilities. “The Super Bowl has brought an exorbitant amount of exposure to our region and will have an incredible impact on tourism and local business pride for North Texas,” she said. “In fact, the Super Bowl alone has generated more than 1,260 Certified Tourism Ambassadors (CTA) and millions of dollars in advertising exposure in multiple U.S. markets.” While the Super Bowl might launch future waves of business for the North Texas economy, solid marketing is essential if companies want to implement successful business strategies. Vento’s agency encourages clients to tell their unique story, and emotionally connect with their target audiences in a way that converts audiences into brand ambassadors. These steps are the epicenter of a marketing effort. They create a “360-degree marketing approach,” she said. By making their marketing pieces work together, she said, clients deliver “a unified message that will have ‘stickiness’ for their audience.” “Marketing is not something to take lightly,” continued Vento, who has more than 15 years of branding experience and opened her agency in 2006. “It is something that can bring the most joy and passion to your business model and something that, unlike other business objectives, if managed correctly, will have a return on time and investment that is second to none.” Marketing efforts that thoughtfully integrate the Internet are extremely effective, Vento said. “Today, if a company doesn’t


employ a 2.0 marketing strategy, which is, simply put, an interactive marketing strategy that creates two-way communication with an audience, they simply aren’t competing at their highest possible level.” The Venue Marketing Group is working with the Hotel Association of Tarrant County on its interactive branding strategy. Vento’s company has integrated the association’s social media tools, developed a bloglike website, integrated feedback forms and comments to encourage interaction with existing association members and prospects, and established a multifunctional RSS tool. “The RSS feed, for example, is an optin tool that allows visitors to receive any and every site update that is made right in their inbox, so that they don’t even have to visit the site to get updated information on events, resources, news and more about the association and about the industry,” she explained. “Everything that we do for the outreach efforts in this association points back to this tool, so they not only have the ability to provide up-to-the-minute updates to the industry, but we are able to measure their efforts and track what areas bring the most value to their constituencies so that we can better enhance their experience.” Marrying an interactive strategy with traditional outreach efforts are key components for any marketing toolkit. But businesses must aggressively share their unique story, Vento emphasized. A regular reader of branding books, she quoted an excerpt from Alan Fletcher’s The Art of Looking Sideways about the 20th century industrial designer Raymond Loewy to underscore why businesses must stand out: A lady, sitting next to Raymond Loewy at dinner, struck up a conversation. “Why,” she asked, “did you put two Xs in Exxon?” “Why ask?” he asked. “Because,” she said, “I couldn’t help noticing?” “Well,” he responded, “that’s the answer.”


WHO: Kristie Vento EMAIL: WEB: CERTIFICATION: NCTRCA CATEGORY: Event Planning/Production, Photography/Video, Printing/Graphics






Host Committee Vice Chair Troy Aikman walks the backstage corridors of the Arlington Sheraton minutes before the May 12, 2009 venue announcement.




Feb. 26, 2009: Jerry Jones, Troy Aikman and Roger Staubach entertain the audience at a media luncheon held at the Fort Worth Club.





May 12, 2009: Venue Announcement at the Arlington Sheraton: (clockwise) Pat Summerall serves as the event’s “Voice of God”; Emmitt Smith reads over his script backstage; (Below) Troy Aikman and Roger Staubach are joined on stage by over 50 area mayors; (left) Arlington Mayor Robert Cluck (L) and Fort Worth Mayor Mike Moncrief (R).






May 12, 2009: Venue Announcement at the Arlington Sheraton: Backstage, (L-R) Chad Hennings, Rayfield Wright, Michael Johnson, Ross Perot, Jr., Daryl Johnston and Emmitt Smith await final instructions.





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Summer ’09: (above) Jerry Jones at the ribbon cutting ceremony opening Cowboys Stadium on May 28, 2009; July 8, 2009, (below) Some of the region’s top sports writers and broadcasters convene for the first time to begin development of the Century in the Making nominating list; August 21, 2009, (left) Emmitt Smith and Gina Puente join host Clarice Tinsley at a luncheon at Fair Park’s Women’s Museum to launch the Emerging Business Program.

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Connecting traveling fans to the big game You won’t see our name on the side of the airplane. Or on the door of your hotel. But as the world leader in travel technology, we’re behind the scenes helping airlines, travel agencies, hoteliers and others in bringing fans to the big game. In fact, on February 6, 2011, we will have connected more travelers to their destination than any other company. But then again, we do that every day.

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Sept. 21, 2009: SLANT 45 Announcement: Pop star Jordin Sparks entertains as President George W. Bush and Mrs. Laura Bush look on.



THANKS FOR THE MEMORIES Sept. 21, 2009: SLANT 45 Announcement (Clockwise): Approximately 600 children from across the region gather at Cowboys Stadium to announce the creation of SLANT 45; Trumpeters herald the beginning of the news conference; President Bush sits down with SportsRadio 1310 The Ticket’s Norm Hitzges prior to the announcement; Amanda Whitelaw prepares her troops for the event.






Nov. 9, 2010 FAM Trip: NFL Director, Events Operation Bill McConnell talks to some “real” cowboys during the big welcome party at the Circle “R” Ranch.





Backstage, Layne Murdoch snaps a photo of Johnston, Dorsett, Irvin and Staubach; (right) Tim Brown and his Heisman Trophy arrive via armored car; (far right) Fort Worth Mayor Mike Moncrief casts the first ballot of the Century in the Making campaign at the Fort Worth Stockshow and Rodeo on Jan. 18, 2010; In February ’10, the Super Bowl XLV game mark was unveiled at the Host Committee booth on Radio Row at the Super Bowl XLIV Media Center; Todd Archer of The Dallas Morning News visits with Irving Mayor Herbert Gears in the Super Bowl XLIV Media Center.




Jan. 12, 2010: The Century in the Making campaign launches with fanfare (and starpower) at Dallas’ Woodrow Wilson High School. (L-R) Billy Sims, Tony Dorsett, “Mean” Joe Greene, Troy Aikman, Daryl Johnston, Roger Staubach, Michael Irvin, Tim Brown, Craig James, Abner Haynes and David O’Brien, Jr.



Winter ‘10: (left) Daryl Johnston at the kick-off of SLANT 45 at Pope Elementary in Arlington on Feb. 16, 2010; (below) Host Committee Director of Business Development Robbie Douglas addresses a record crowd at the second Emerging Business Workshop, held at Cowboys Stadium on Feb. 25. (inset) Business Development Manager, Robert Spector, talks with Emmitt Smith prior to the Workshop.



THANKS FOR THE MEMORIES March 6, 2010 – Concert I: Faith Hill at Fort Worth’s Bass Hall. (clockwise) Host Committee VP of Special Events Kit Sawers and Director of Special Events Kristen Miles fulfill tickets to the event; Dirk Nowitzki of the Mavericks sings Faith Hill’s “This Kiss” for an amusing video to be shown prior to the show; Concert hosts Joe Buck (left) and Troy Aikman (right) shoot another comical video; Faith Hill takes the stage at Bass Hall.



May 20, 2010 – Concert II: Sting at the Winspear Opera House. Sting celebrates with the female concert-goers who he invited on stage during his performance of “Desert Rose.”





May 20, 2010 – Concert II: Sting at Winspear Opera House. (Left) During rehearsals, Hosts Troy Aikman and Daryl Johnston walk through the script with Host Committee VP of Communications Tony Fay; (below) Dallas Mayor Tom Leppert mingles with concert-goers; (bottom) Host Committee VP & COO Tara Green flanked by Jerry and Gene Jones; (right) During rehersals, Roger Staubach watches a funny golf video he stared in.





Summer ’10: (top) Jordin Sparks invites SLANT 45 teams to watch her sound check on June 29, 2010 at the House of Blues; On April 15, 2010, SLANT 45’s Team Sasha begans their LEGO drive at the PSA facility in Plano; (bottom) Roger Staubach and Alicia Landry, wife of Tom Landry, unveil the sign for the Tom Landry Super Bowl Highway during a ceremony at the Cotton Bowl on June 16, 2010.



More Summer 2010: (top left) On June 14, 2010, NFL VP of Events Frank Supovitz talks with celebrity chef Kent Rathbun at an event at Rathbun’s house during the NFL’s second planning week; (top) President Bush meets with SLANT 45 teams on Aug. 11; (below) Cowboys Stadium begins its conversion for the third concert, XLV Countdown Live From Cowboys Stadium.




Sept. 10, 2010 – Concert III: XLV Countdown, Live From Cowboys Stadium. (clockwise) Honoree Emmitt Smith poses for pictures with fans as Katy Rhodes, Host Committee Director of Executive Services, looks on; (below) Jerry Jones fists bumps a fan; (left) Tim McGraw takes the stage; the UNT Symphony orchestra accompanies McGraw on “Live Like You Were Dying.”



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THANKS FOR THE MEMORIES Sept. 24, 2010: State Fair of Texas ribbon cutting. (L-R) Emmitt Smith, Bill Lively, Communications Action Team Chair Clarice Tinsley, Century in the Making sponsor Ebby Halliday, Alicia Landry and Roger Staubach cut the ribbon, officially opening the State Fair.



THANKS FOR THE MEMORIES INTO FALL ‘10: (top to bottom) (L-R) On Oct. 1, Earl Campbell, Roger Staubach, Thomas Lott and Brad Sham culminate the Century in the Making program by announcing the 20 greatest moments in North Texas’ football history as voted by the fans; (L-R) Gene Jones and Charlotte Jones-Anderson announce details of the NFL YET in a news conference at the Hall of State on Oct. 5; Mrs. Laura Bush meets with girl scouts who undertook a SLANT 45 project at Bryan’s House, also on Oct. 5; Daryl Johnston takes a rip at the Host Committee Golf tournament on Nov. 8; (inset) CBS golf analyst David Feherty takes in the sights at the tournament.




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MAYORAL SUPPORT: (L-R) Mayors Robert Cluck (Arlington), Herbert Gears (Irving), Mike Moncrief (Fort Worth), and Tom Leppert (Dallas) have pledged regional unity as one of the main goals of North Texas’ first Super Bowl.



REGIONAL UNITY Preparing for Super Bowl XLV has created excitement not just for one or two cities, but for the entire North Texas region BY ART STRICKLIN


he coming Super Bowl XLV has the power to unite nearly one billion people who will tune in to watch the world’s largest annual sporting event take place live from North Texas. But this year’s game also has the power to unite 12 regional partner Convention and Visitors Bureaus (CVBs) together to harness the power of North Texas hospitality and business savvy for the entire world to see. While Dallas and Fort Worth, along with the stadium host city of Arlington, will claim the majority of North Texas events, the additional nine regional partner CVBs, Irving, Addison, Denton, Farmers Branch, Lewisville, Frisco, Grapevine, Plano and Richardson, will play an important role as well. “All the CVBs have worked together for 30 years on the Tourism Council and Meet DFW on projects ranging from the Breeders Cup to the World Cup and Olympic Trials, but this Super Bowl puts North Texas on a different map,” said Irving CVB Executive Director Maura Gast. “This is just one more example of what we can do together and while it’s the first, it won’t be the only one we host.” With the game itself at Arlington’s Cowboys Stadium late Sunday afternoon, February 6, 2011, nearly two weeks of non-stop activities await in locations all over North Texas, giving the region a unique national and international opportunity.

“It’s a great opportunity to update our brand perception to the world,” said Dallas CVB President & CEO Phillip Jones. “We will be hosting 5,500 journalists from all over the world here, we have more than 300 venues for private and public parties in the area, we have the NFL Experience in downtown Dallas and then when it comes time for the game, we have the biggest, the newest and the most amazing stadium in the country. “If we do the job we’re capable of, we will be the home of future Super Bowls.” North Texas Super Bowl XLV Host Committee Vice President & COO Tara Green previously worked at the Dallas CVB before coming aboard the Host Committee’s staff. She worked to get the various city groups together. “We will have events in numerous destinations, but we feel that everyone in the region will benefit,” Green said. “It’s a chance to work together on an activity that will help everyone.” Green said the amount cities paid to be involved was based on a formula that took into account the number of hotel rooms and their distance from Cowboys Stadium. There are Super Bowl hospitality guides in each of the 12 partner cities, along with various public and private events and a presence in the massive Super Bowl XLV Media Center in Downtown Dallas. “It’s a wonderful opportunity to showcase our city to the world,” said David DuBois, President and CEO of



the Fort Worth CVB. “Our lead branding is ‘Cowboys and Culture’ and our secondary message is ‘You’ll Get It When You Get Here,’ and people will be leaving here with a whole different impression of our area.” Fort Worth will score some international television publicity, as ESPN decided to anchor its week-long coverage at historic Sundance Square. They will also host to the Taste of the NFL event on Saturday night and will be the headquarters for the AFC Champions, who will work out at the TCU facilities. The NFC Champions will headquarter in Irving and work out at SMU. But come game time, when it’s time to decide the NFL world championship for another year, all roads lead to Arlington. “This really steps us up to a very exclusive club, to be able to host events of this caliber,” said Arlington CVB President and CEO Jay Burress. “I believe we will pull off the greatest Super Bowl ever hosted, and exposure to a worldwide audience will help us as an entertainment, travel and meeting site.” Even smaller cities that are not hosting as many high-profile events are pleased to be part of the process. “The world already knows that North Texas is a first-class business and leisure destination, and now the NFL’s partners are about to experience that firsthand,” said Lewisville Tourism Director James Kunke. “Hosting the Super Bowl in North Texas will benefit the entire region in so many ways and we know that there will be a lot of positive impact on Lewisville. We’re extremely pleased



Victory Park, Dallas

to be part of such a cohesive and effective team of cities working to make this the best and most successful Super Bowl the NFL has ever seen.” Grapevine’s Lisa Samuel said all of the city’s hotel rooms are expected to be full Thursday through Sunday of Super Bowl week. “We will certainly benefit from the exposure all of North Texas will receive from the media, which in turn should bring future business into our area and into Grapevine,” Samuel said. Kim Phillips, Denton CVB VicePresident, said the benefit for her city and the entire region will last long past

the one highly-watched football game. “Having the largest sporting event in the entire world will help us for a long time. Number one is the media attention for the entire region. Number two is the networking and relationship building with the various local groups over the last four years. “It’s been a very vital and motivational event for us.” Aside from the game and the hundreds of pre-kickoff activities, both Irving and Dallas are in the midst of major construction events which they hope to incorporate into the Super Bowl XLV week.

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Sundance Square, Fort Worth

Irving’s Gast expects to open their new spectacularly modern convention center a week before the Super Bowl, located prominently on the major highway leading to and from DFW Airport. Jones is in the midst of overseeing the construction of the modern, new Convention Center Hotel in Downtown Dallas. “I can assure you, we will make plenty of trips there,” he said. Another defining feature for this year’s Super Bowl is the number of corporate decision makers who will travel all over North Texas during game week. Unlike the recently completed World Series, which saw a huge influx

of eager Texas Rangers fans to Rangers Ballpark in Arlington, NFL studies project that 65 percent of the people attending this year’s game will be corporate sponsors and clients of the NFL, with the ability to bring companies and thousands of jobs to North Texas. “We already have 40 clients who are looking at their companies for possible

Gaylord Texan, Grapevine

moves or expansion. We are hosting at a private event and will have a suite at the game for them,” Jones said.

SEIZING THE SPIRIT OF NORTH TEXAS Visitors to North Texas will be welcomed with an eager enthusiasm by thousands of friendly volunteers and ambassadors


ospitality in North Texas seems such a given, as natural as the beautiful sunrises. And as Super Bowl XLV approaches, that hospitality will be on display to the world. Hotels are filling up, and special events are being planned in many cities and towns all over North Texas’ fourcounty region (Collin, Dallas, Denton and Tarrant). Jay Burress chairs the Host Committee’s Hospitality Action Team, whose two dozen officials include members of convention & visitors bureaus, entertainment districts, taxi cab associations, destination management compa-



nies, hotel and restaurant associations and more. This past year, the Hospitality Action Team held three major meetings — an introductory meeting uniting the entire region, one on roles and responsibilities, and a third highlighting hotels and entertainment. A fourth meeting in August concentrated on transportation issues. The diversity of North Texas hospitality is so far-reaching that Burress promises, “from the time they get off the airplane and experience the welcome of the hospitality there, from the time they get out of the taxi or the motor coach,


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REGIONAL UNITY “One thing I’ve heard from other cities hosting the game is that it’s a good week for hotels and tourism, but the following year, people always want to come back to the Super Bowl city. It’s a very big win for the host region.” Fort Worth’s DuBois said several major corporations have already decided to make their headquarters in the city, along with the hugely pervasive influence of cable TV giant ESPN. “That puts us on a whole different level with the global publicity of ESPN here in Fort Worth. It will be a fun week.” “I know Dallas will be very busy and we will be busy and right in the epicenter will be Arlington,” he said. “With the number of viewers worldwide, it’s the biggest event you can get,” Arlington’s Burress added. Burress said with some recent events in Arlington, it’s literally doubled the population of the city for a weekend. But the one super week will set records that have never been reached. “We hope everybody has success because there are great events everywhere, but there is only one event they couldn’t move and have somewhere else, the Super Bowl game in Arlington.” That led to the mistaken impression that Burress, as the game host CVB, has plenty of tickets to pass out. “I never knew I had so many friends and relatives,” he said. “I even had one

Cowboys Stadium, Arlington

family member who suggested a family reunion here the week of the game. I said that was a very bad idea.” But for two hectic, event-filled weeks, and hopefully for much longer after that, the 12 regional partner CVBs are working together as family for the betterment of their cities and the North Texas region as a whole.

Mandalay Canal Walk, Irving

Guaranteeing a sure victory for all, regardless of what happens on the football field.

SEIZING THE SPIRIT OF NORTH TEXAS, Cont. from the time they check into the hotel to the first time they leave the hotel to experience what we offer, we know our volunteers will be prepared to make sure the visitors have the best time possible while they’re here.” Burress confidently adds, “The hospitality will be world-class and much more than they will ever expect. Everyone is excited about this Super Bowl, and everyone is willing to lend a helping

feel will take customer service and hospitality to another level here,” Burress assures. Visitors will be encouraged to enjoy the many diverse traits of North Texas, from glamorous shopping to the Old West themes and everything in between. “North Texas is really a great mix and there’s so much to discover,” Burress said. “Visitors don’t have to stay in one place; they can move around and discover different things in each part of the entire North Texas region.” Obviously, not every community will concentrate on the same theme. It’s the diversity of North Texas that will in some ways unify the region for Super Bowl XLV. “All of the hospitality communities in all of the North everyone to have such an incredible experience Texas cities are working together,” Burress says. “But it’s also each community working on its own to develop that they’re going to want to come back even its own ‘Welcome’ mat and the hospitality components when there’s not a Super Bowl going on.” each wants.” hand. I think visitors will find that it’s our first Super Bowl but not Some cities will host their own Super Bowl special days or our first rodeo when it comes to big events. We’ve worked well nights and events. as an area hosting large events before. We have some of the “We want everyone to have such an incredible experience greatest restaurants you can find throughout the region. I think that they’re going to want to come back even when there’s not a that’s something that will surprise a lot of people.” Super Bowl going on,” Burress says. And, as naturally as hospitality is ingrained in North Texans, And that’s what hospitality is really about. It’s daily here, as it’s certain to shine on those who have never witnessed it. understood as the breakfast taco, and that form of footwear “The level of service and just how welcome they’re going to known as the cowboy boot.

“We want




“Football was a hobby, Sausage is my life.” ~ Earl

SauSage A True Texas Legend


Look for Earl at your favorite grocery store or online WINTER 2011 at NORTHTEXASSUPERBOWL.COM 119


LEGENDS RECEPTION On Tuesday, Nov. 16, Cartier welcomed more than 200 guests to a VIP cocktail party in honor of the North Texas Super Bowl XLV Host Committee’s Legends Action Team at Cartier in Dallas’ NorthPark Center. During the event, Cartier previewed their new Fine Watchmaking Collection and highlighted their newest men’s collection, Calibre de Cartier. While guests mingled and shopped (Cartier generously donated a portion of proceeds to the SLANT 45 program), the Legends socialized with guests. Host Committee President & CEO Bill Lively and Cartier Director Nicole Dabbert honored all of the Legends in attendance with a special introduction of the honorees, including presenting each Legend with a pair of Cartier cufflinks.

VIPs ONLY: The night’s host, Cartier, graciously opened their doors at the NorthPark Center for the reception. (Left) (L-R) Dallas-native, Heisman Trophy winner and former NFL Pro Bowler Tim Brown with Cartier’s Nicole Dabbert.

GROUP SHOT: TCU head coach Gary Patterson (center) posed with former Dallas Cowboys and Super Bowl Champions (L-R) Russell Maryland, Charles Haley, and Larry Brown.

HONORING THE GUESTS: (Above) With his recognizable smile, Cowboys Hall of Famer Michael Irvin receives his Cartier cufflinks from Dabbert and Lively. (Right) Local business owner Bob Lilly, Jr. catches up with Kelsey Patterson, wife of TCU head coach Gary Patterson.




NOTHING BUT THE BEST: (Above) Cartier had several of their stunning watches and jewelry on display and available for purchase. (Below) Along with Nicole Dabbert, the Host Committee’s Vice President of Special Events Kit Sawers welcomes guests to the reception.

Credit: Jason Wynn

One good thing about Dallas is that

Credit: Kevin Brown/State Fair of Texas

Credit: Justin Terveen

Credit: Justin Terveen

Credit: Gilley’s Dallas

there’s more than one gooD thing about Dallas.

All the good things about Dallas won’t fit on a short list, and more are being added every day. Already one of America’s best sports cities, Dallas will expand its impressive resume in the coming years. With six professional sports teams, more than 200 area golf courses, collegiate sports, championship rodeo and a world-class marathon, Dallas is truly a sports lover’s dream. Visit Dallas and experience the largest urban arts district in the nation, a dining scene led by four- and five-star restaurants and celebrity chefs, the best shopping in the Southwest, and 13 vibrant and distinctly different entertainment districts.

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XLV Insider: Issue7  
XLV Insider: Issue7