Dallas Cowboys air radio ads for new stadium

Updated: October 1, 2003, 4:54 PM ET
ESPN

DALLAS -- The Dallas Cowboys are taking to the air waves to tout the team's vision for a new stadium development.

Radio advertisements began running on Dallas' KLUV-FM during the Cowboys' Sunday game against the New York Jets. The spots list proposed features of the Dallas Cowboys Park, a collaborative project with the Dallas County commissioners.

"Dallas Cowboys Park will be a premier, year-round attraction for North Texas, drawing millions of tourists and valuable convention business," former Pro Bowl player Charlie Waters says in one spot.

Other voices used in the spots belong to Darren Woodson, the team's safety, and former Pro Bowl player Cliff Harris.

The proposed development will include shops, restaurants, acres of public sports fields and an extreme sports park -- amenities that can "provide an immediate boost to our economy, create thousands of new jobs and have an impact worth billions," according to one spot.

"It gets labeled a stadium project, and our goal is to educate people and to let them know we are trying to create a year-round destination," said Brett Daniels, a Cowboys spokesman. "It could host Super Bowls and Final Fours and Bowl Championship Series games and not just be a football stadium for the Cowboys."

The radio ads air only during game broadcasts. But the Cowboys are also producing television spots that will play during team programming on Fort Worth television station KTVT and on the video board at Texas Stadium.

The cost of the new stadium development is not mentioned in the ads, but the team estimates the total cost is $650 million.

The team is counting on the county to levy a hotel and car-rental tax to raise about $400 million for the project.

Any new taxes would need voter approval. The team and the county have said they expect an election in November 2004.

Negotiations between the Cowboys and county commissioners haven't started yet. But commissioners are putting together a team of lawyers and financial experts to advise them in talks.

"If the advertisement is for the benefit of the fans and consumers, that is fine," Commissioner Jim Jackson said in Tuesday's editions of The Dallas Morning News. "If it's more for the benefit of the commissioners, I'd say save their money."

Cowboys owner Jerry Jones has expressed interest in building a retractable-roof stadium as part of the $1 billion, year-round entertainment development.

A location hasn't been announced. The Cowboys have said it could be in downtown Dallas or in the Las Colinas area of Irving, the site of Texas Stadium and the Cowboys' home since 1971.

This story is from ESPN.com's automated news wire. Wire index