May 27--ARLINGTON -- The first fans filling the new Dallas Cowboys stadium will be more likely to hear to a pop dance beat, country twang or rock guitar lick than cheers for the 'Boys.
The Cowboys hope to have a concert series next summer as ambitious as their new $1.1 billion stadium. Team vice president Stephen Jones said he'd like to see a three- or four-night series of concerts featuring a variety of music styles, although he hasn't approached any performers yet.
"It's like wanting to go to the Super Bowl," Mr. Jones said. "You've got that as your goal. Whether you accomplish it is another question. There's a lot of moving parts and targets in order to get something like this accomplished."
Mr. Jones said plans for these concerts are in the earliest stages and are still just being discussed internally.
New stadiums often sponsor concerts as a way to make a big splash, but it's often just one big name. The Eagles played in 2001 at the brand-new American Airlines Center in Dallas. The Rolling Stones performed at the University of Phoenix Stadium in the fall of 2006, soon after the Arizona Cardinals started their first season there.
Jeff Apregan, a booking consultant for the Gridiron Stadium Network, which includes 14 large sports stadiums, said assembling a concert series of this scale would be difficult but not impossible. Despite the hurdles, he said, it's a smart move.
"It helps solidify the venue in the marketplace as a sports and entertainment venue," Mr. Apregan said. "It's very possible that a concert might draw people to the venue who might not necessarily be coming to a football game."
But he said there's a short list of artists big enough to play stadiums, and they aren't on the road every year.
Mr. Jones said he'll not only look at who's touring in the summer of 2009 but also search for big talent to perform a onetime show.
"They don't have to necessarily be on tour to participate," he said. "Now, it makes it more difficult. ... On the flip side of it, if they're on tour, they have a schedule to adhere to."
Bob Lefsetz, a music industry blogger, said having a big-name family like the Joneses involved could only help an event like this to happen.
"It's about relationships," he said. "At that level, you'd be surprised how many people know other people and what favors might be involved, especially in the sports-entertainment nexus."
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