Tom Fox / DMN

Construction of the new Dallas Cowboys Stadium on November 6.

NEWS 8 INVESTIGATES

ARLINGTON — As construction crews put the finishing touches on the second grand arch at the new Cowboys stadium, the grandeur of the overall project has begun to take shape. But what is also taking shape is the contrast between the Cowboys' new home and other stadiums of the NFL.

The view from inside the stadium is spectacular. While the finish date is one year away, it's easy to see that fans will be getting what they pay for — but is it really what they want?

"Fans want premium service," said Greg McElroy, senior vice president of sales and marketing for the Cowboys. "They want the amenities. They want the best parking. They want the upscale food and dining options, and that's what we are doing. We're accommodating those folks right now."

And amenities there are, such as the exclusive field level lounge where select fans can interact with Cowboy players. A News 8 stadium tour guide showed that very spot beginning to take shape.

"So, the Cowboys will walk out this way and there will be people at bars watching them as they come out on the field," News 8 was told during the tour.

News 8 was shown grand staircases, emerging mezzanines, plazas and luxury suites, of which there will be an estimated 320. The suite number is 100 more than the Cowboys have advertised.

The magnitude of scale is difficult to describe. The top row of seats tower 180-feet above the field.

But by far and away the crown jewel of the Cowboys news stadium is Jerry Jones' new suite. It will be 30,000 square feet, which is the length of a football field (of course). It's called the President's Club, and will have its own set of lounges, banquet rooms, a playroom and suites.

Jones' seating area is located right on the 50 yard line, and is accessible by a private elevator just steps away.

Arlington Mayor Robert Cluck said since Jones is paying for most of the stadium, taxpayers shouldn't have a problem.

"Does it bother me?" he said. "No, it does not. He is making a huge investment in Arlington."

Jones' investment is about $725 million. The city of Arlington's investment is about $475 million. For that kind of money, Arlington could have built its own stadium like the Reliant Stadium in Houston, which is where the Houston Texans play.

Built six years ago, it cost $450 million. And just like the Cowboys new stadium, it features a high gloss, steel and glass exterior and a retractable roof. Inside, one can find a multitude of club lounge areas, much like Jones has planned.

Reliant strives to cater not only to Houston's elite with top-end bars and dining stations, but also to the everyday fan.

Brian Ingram and his son Cameron live in the Dallas area, but bought Texan season tickets in the upper level end zone because of the affordability and the experience.

"This is an awesome stadium," he said. "The layout is great. The seating is great."

The big difference is that the 50 yard line seats that are 20 rows up at the new Cowboys stadium will cost you $150,000 for a personal seat license and $340 for a ticket.

How do Houston fans react to that?

"It's ludicrous," said Patrick Stahley.

Stahley's seat at Reliant Stadium is on the 50 yard line and 20 rows up. His seat license cost $4,000; and his ticket cost $89.

"You know, as far as amenities, I mean we've got it all right here," he said. "I just can't imagine paying that much more, to get what?"

And where is the Texans team owner's suite? Bob McNair watches the games from a modest end zone suite.

So, what about the Indianapolis Colts' new stadium, which opens next year? Can it keep up with the Joneses?

Well, much like the new Cowboys stadium, it will have a retractable roof, sliding glass end zones and luxury club seats and suites.

Will it have $150,000 personal seat licenses? No. The Colts' new stadium won't have PSLs. The total cost of the stadium will be $625 million, which is about half the cost of the new stadium in Arlington.

But again, is luxury really what fans want?

According to a recent Sports Illustrated survey, the number one fan experience in the NFL is at Lambeau Field in Green Bay.

"There isn't a better venue in all of sports than this one," said Joe Buck, a broadcaster.

Fans at Lambeau will risk frostbite to see their team play.

Cowboys fans, on the other hand, will luxuriate in a thermally-controlled environment.

In a matter of days, the Cowboys will announce ticket prices for the rest of the stadium, which include the end zones and upper decks.

E-mail bshipp@wfaa.com