Special Events At The Star Case Study

VISION

Since Legends was established in 2008 and the opening of AT&T Stadium, the Dallas Cowboys has relied on the great minds, expertise and years of experience that our partnership brings to the table. In 2016, The Dallas Cowboys continued this partnership and had the foresight to once again offer the public behind-the-scenes access of their newly constructed, state-of-the-art training facility. Legends continues to manage the execution of our Special Events Initiative for The Star- World Headquarters & Training Facility of the Dallas Cowboys.

PROJECT

Legends developed and implemented the Special Events business for The Star which includes the conception of both the sales and operational teams. We work closely with our partner to reimagine traditional football areas and offer event spaces unique to the market. Legends has expertly navigated the operational and scheduling needs of the Dallas Cowboys’ football program to deliver results and create additional revenue.

RESULTS

The Special Event business at The Star has become the most successful among NFL training facilities and rivals the success of AT&T Stadium and other iconic venues. Through guided VIP Guided experiences and facility rental opportunities, Legends provides the Cowboys additional ways to maximize utilization of spaces that would otherwise be vacant outside of football operations.