In the heart of Frisco, Texas, lies a state-of-the-art facility that serves as the epicenter of one of the NFL’s most storied franchises: the Dallas Cowboys. The Star, as it’s known, offers fans an unprecedented glimpse into the inner workings of the team through daily tours. However, as the Cowboys continue their quest to end a 29-year Super Bowl drought, some within the organization are beginning to question whether these fan tours are a help or a hindrance to their ultimate goal.
A Unique Fan Experience
The Cowboys’ fan tours are a one-of-a-kind experience in the NFL. For $40, fans can take a stroll through the same hallways as their favorite players and coaches, getting an inside look at meeting rooms, the locker room, and even the weight room. It’s an access level unheard of in other NFL franchises, and it’s a point of pride for Cowboys owner Jerry Jones.
It’s gold when those players go through our complex out there and see fans.
Jerry Jones, Cowboys owner
Jones sees the tours as a way to inspire his players and coaches, fostering a closeness with the fan base that he believes translates to on-field success. He points to the team’s winning record since The Star opened in 2016 as evidence that the tours are not a distraction.
Players Express Concerns
Despite Jones’ enthusiasm, some current and former Cowboys players have voiced their reservations about the constant fan presence. Former tight end Dalton Schultz famously compared the facility to a “zoo,” with fans tapping on the glass walls of the weight room to get players’ attention.
It’s like you’re in a zoo and kids are going to see a lion. That’s not a reason why we didn’t get over that hump. But I just don’t think that really equates to winning.
Jayron Kearse, former Cowboys safety
Other players who have moved on to other teams have noticed a stark difference in their new workplaces, with a greater emphasis on football and fewer distractions. They question whether the tours and the team’s focus on its brand are compatible with the single-minded pursuit of a championship.
A Delicate Balance
For Jones and the Cowboys, the challenge lies in striking a balance between the fan experience and the team’s on-field success. While the tours generate significant revenue and interest in the team, some argue that they create an environment that is not conducive to winning at the highest level.
If you want their complete focus, you shouldn’t have tours. It is an added distraction.
Anonymous former Cowboys player
As the pressure mounts to end the Super Bowl drought, the Cowboys must carefully consider whether their commitment to fan access is aligned with their ultimate goal. While Jones remains steadfast in his belief that the tours are a net positive, the concerns expressed by players and coaches cannot be ignored.
The Road Ahead
As the Cowboys navigate the challenges of the modern NFL, they must find a way to balance their unique brand of fan engagement with the single-minded focus required to win a championship. The tours, while a source of pride for Jones and the organization, may need to be reevaluated to ensure they are not detracting from the team’s ultimate mission.
In the end, the measure of the Cowboys’ success will not be found in the number of fans who walk through their facility, but in the Lombardi Trophies that adorn their trophy case. As they strive to end their Super Bowl drought, the organization must be willing to make the necessary adjustments to ensure that their pursuit of a championship is not hindered by the very things that make them unique.
