Dr Pepper is one of a number of major brands that have opened up permanent experiences at the new Dallas Cowboys Stadium.
The “Dr Pepper Starbar” is one of six party decks located on the upper concourse at the east end of the stadium. The design includes the logo that has been abstracted into large, over-arching forms. Fifteen aluminum arches above the bar light up each time the Cowboys score and the bar is backlit with vintage Dr Pepper bottles.
While the bar is expected to remain in place at the stadium “for many years to come,” it can be broken down and relocated to other events like the Super Bowl, Shaun Nichols of Dr Pepper said.
For the football fans, seven large flat screen TVs and six concession stands provide full access to game play and beverages and snacks. The 17,000-square-foot bar was fabricated and installed by ExhibitGroup/Giltspur and designed by architects at HKS.
The bar is visible from both inside and outside the stadium and is promoted throughout the games, Nichols said.
Crown Royal, Bell Helicopter, American Airlines, Ford, Miller Lite and Pepsi are other brands that sponsor experiences at the decks.
In addition to the Starbar, Dr Pepper is running its annual college football promotion that gives away college scholarships. Dr Pepper has a strong following among football fans, Nichols said.
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