KAABOO Launches Texas Music Festival at Jerry Jones’ AT&T Stadium

Dallas Cowboys owner Jerry Jones is getting into the festival business.

The Texas football icon has joined forces with the founders of KAABOO to launch a festival at the 100,000-capacity AT&T Stadium in Arlington, Texas, May 3-5 2019. A lineup will be announced later this year.

Texas is the second expansion city for the four-year-old festival brand that Bryan E. Gordon launched in 2015  at the Del Mar Fairgrounds near San Diego and has grown into a popular three-day music festival with 2018 headliners Foo Fighters, Imagine Dragons and Katy Perry, Sept. 14-16. In February, KAABOO Chief Brand Officer Jason Felts announced KAABOO would be developing an event on the Cayman Islands, Feb. 15-16, 2019. 

“Cayman is already known as the culinary capital of the Caribbean,” Felts told Billboard in a February article. Felts is also CEO of Virgin Produced, the entertainment arm of Richard Branson’s group of companies.

KAABOO officials are describing the Texas event as an “upscale experience,” saying in a press release, “The Cowboys organization has been on the cutting edge of creating more engaging experiences, providing new and unconventional ways to connect with fans, making the KAABOO brand an ideal partnership.”

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According to KAABOO officials, the Dallas Cowboys partnership marks the first time a multi-day nationally recognized music and lifestyle event has ever partnered with a NFL ownership group. Cowboys Stadium is one of the largest concert venues in the world — although the stadium doesn’t regularly report to Billboard Boxscore, shows at the building regularly bank seven-and-eight-figure grosses. It’s also played host to Super Bowl XLV (February 2011), the NCAA men’s basketball Final Four (April 2014), the inaugural College Football Playoff Championship Game (January 2015), the Academy of Country Music Awards (April 2015) and WrestleMania (April 2016).

“We are always looking for innovative partnerships that allow us to provide our market and a diverse demographic with a unique opportunity to engage with us,” says Stephen Jones, COO of the Dallas Cowboys, in a statement. “KAABOO Texas is a chance for people from all over the world, football fan or not, to experience AT&T Stadium through an incredible live entertainment event.””