Since its completion, The Dallas Cowboys Stadium has hosted several events including large music concerts and world class soccer games. There is no doubt that the fan reaction to the experience is overwhelmingly positive. Still, the airwaves of Dallas have had a negative buzz with regards to homeowners and retailers whose businesses are in the general vicinity of the stadium as its arrival has changed their worlds forever. That was until I heard a marketer get smart and take advantage of the situation. That marketer was Pam Dawson of Lincoln Square Mall in Arlington, TX.
When I was given tickets to the Chelsea game at The Dallas Cowboys Stadium, I remember my thoughts as we made our way to our parking lot just outside the stadium that was made possible by a very expensive pass that was part of the package I was given. Watching people walking to the stadium for over a mile I thought, “These poor people.” Well, on any given game day, I AM THAT PERSON TOO as it isn’t often I get free box seats to a sporting event! After my experience, I really began to pay attention to the news as people complained about the price of parking for the new stadium and the local retailers began to voice concerns over what the stadium’s traffic did to their Sunday business. Pam Dawson looked at both of these situations and did something about it to create a win-win situation.
With parking fees of $75 at Dallas Cowboys parking lots and $25 city owned lots being located up to 1 1/2 miles from the stadium, Pam Dawson created an offer for customers of The Lincoln Square Mall that is a 5 minute walk from the stadium. Spend $40 at the mall, leave the receipts on your dashboard, and you can park your car in their lot for the game. Now $40 is the midpoint between the two parking alternatives outside the stadium but the consumer gets something for their money. A family can now eat before the game at food court prices versus paying the price of a hot dog at Jerry World and buy a few other things for home or personal needs. The offer has been so well received that it was picked up by NPR locally and has created word of mouth marketing.
I am sure that Pam Dawson has no where near the marketing budget that Jerry Jones does; yet, she has leveled the playing field a The Dallas Cowboys Stadium by being a smart marketer. If you are headed to the new stadium on game day, take Pam up on her offer. View A Map to Lincon Square Mall
My problem is that the game I am going to is on a Sunday at noon. With the mall not opening til 12 how can I take advantage of this?
Jennifer,
That is a great question. Just as soon as I write praise for this marketing strategy, your comment prompts me to criticize them for not being open when the games are! Food court and stores who want to open early?
Wow! Thanks for bringing to my attention as it does change the light on this story.
Can you make your purchases the day/night before the game?
You’d have to ask the mall. We just wrote a post on the marketing angle and how genius we thought the idea was. Let us know what you found out about noon games, though.