Elite take their seats, but other Dallas Cowboys fans cry foul
As prime spots open up, some will wait to see upper-deck prices12:26 PM CST on Tuesday, February 12, 2008
ARLINGTON – The Dallas Cowboys completed their first round of seat option sales Monday for their new stadium and plan to make luxury seats costing as much as $150,000 more widely available by next week.
About half the 15,000 premium seats are still available starting at $16,000 each after lower-level Texas Stadium season ticket holders had the chances to buy. The seat option gives the owner the right to buy the individual tickets, which cost $340 per game. Comparable tickets in the old Texas Stadium are $129.
"We're excited about how the sales are going," said Greg McElroy, a Cowboys vice president.
He said the sales are tracking with what the team projected.
The Cowboys plan to announce in about a week the ticket prices and seat option prices for the upper deck.
The seat options for the new stadium, which opens in 2009, went on sale in November with prices that surpassed any other personal seat licenses in the National Football League. The season ticket holders for the 15,000 best seats in Texas Stadium were given the shot at purchasing seat options for the 15,000 best seats in the new stadium.
Next week, season ticket holders in the corners, end zones and upper decks of Texas Stadium will have a shot at the remaining 7,500 club-level seats.
"We're going to go to the people in the other areas in Texas Stadium who want to upgrade into the club area," Mr. McElroy said.
He said they would have about three to four weeks to decide whether to purchase the seat options. Later, if any of the club seats remain, about 10,000 fans who paid $100 each for a spot on a waiting list would have a chance to buy the premium seat options.
Some of the people on the list said they were interested in the club seats, and others wanted to buy upper-deck seats when those are available.
The cost of the options has angered some season ticket holders, who said they are being priced out of the best seats. Cowboys message boards are filled with accusations of greed against team owner Jerry Jones and declarations that they'd rather spend their money on home theater equipment and simply watch at home.
Dallas lawyer Ken Raggio said he gave up his four Cowboys season tickets. To buy comparable seats, the options would have cost him $600,000. Instead, he said he told the team to "forget it."
"The market will tell us whether ... [the seat option price is] right or wrong," Mr. Raggio said. "I think that it's wrong."
What is still missing from the picture is the cost of the upper-level seats. The Cowboys have only released the prices for the most expensive seats and given the public assurances that not all the seats will be affordable only for high rollers.
Mr. McElroy said it'll be a relief to announce prices for upper-deck seats, which should go on sale in mid-March. The team has said tickets would be available in a variety of price ranges, but many skeptical fans have been unwilling to accept that assurance.
"I'll be excited for our fans to see the rest of our pricing," Mr. McElroy said.
But team officials said they expect the lower-level seats to continue to sell even when cheaper seats are available. Mr. McElroy said that only a "few" of the Founders level seats remain. Those are the $100,000 and $150,000 seats that include suite-style amenities, such as all you can eat and drink.
Mr. McElroy said he would not give a breakdown of how many of the Founders seats are still available.
He said he expects all the lower-level sections to sell out before single-game tickets go on sale for the 2009 season. He said he hasn't even considered the alternative.
"We don't anticipate that being an issue at all," Mr. McElroy said. "We fully anticipate that our club seats will sell out."
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