In 1966, when a still-young Dallas Cowboys franchise ended six years of NFL futility with its first winning season and a championship game appearance, the team’s founder/owner Clint Murchison, Jr. was already dreaming bigger.
In order to vault his club into the league's elite, Murchison knew he needed a better home situation than as a renter at the aging Cotton Bowl in Dallas’ Fair Park - one where he could eventually generate his own direct revenue streams, while simultaneously elevating fans' game-day experience.