Charlotte Jones, executive vice president of the Dallas Cowboys, announced that KAABOO Festival was coming to Texas.EXPAND
Charlotte Jones, executive vice president of the Dallas Cowboys, announced that KAABOO Festival was coming to Texas.
Jennifer Acevedo

KAABOO Festival is Coming to AT&T Stadium With a Pool in its Parking Lot

The Dallas Cowboys ownership is teaming up with California-based KAABOO to bring the first KAABOO Texas rock festival here May 10-12.

Charlotte Jones-Anderson, the Cowboys’ executive vice president, attended the sold-out KAABOO Del Mar sister festival for the first time last weekend and said the Texas version will likewise have a lineup of more than 100 well-known artists.

“It’s rock-focused,” Jones-Anderson said at a press conference earlier this week at AT&T Stadium, “but there will be chart-topping artists as well, across many genres because I want to be able to take my 17-year-old son as well as my mom and everything in between.”

Kent Underwood, KAABOO general manager, said that musical acts for the Texas festival will be as prominent as those of KAABOO Del Mar’s.

“Our lineup this year [at Del Mar] consisted of the headliners, from Foo Fighters all the way up to Katy Perry,” he said. “So we’re going to be pretty similar in that regard for Texas and even blow it out a little bigger."

In contrast to its other versions — Del Mar and Cayman Islands — KAABOO Texas will offer a similar yet distinct style, catered more to its Southern population. It will target adults and have three main stages inside and outside the stadium, providing music, comedy, contemporary art, indulgences and a culinary event  called “Palate.” The indulgences will include on-site massages, fashion experiences and a “Vegas-style” pool club called “Bask,” which Jones-Anderson hinted at by stating a first for the stadium.

“It will look a little bit different than it does out at the beach in Del Mar,” Jones-Anderson said, “but certainly, we’ve got some exciting things that are planned here that feel local, and its flair is certainly big in the nature that we like to do things at AT&T Stadium. For the first time ever, we’re going to build a pool in the parking lot of AT&T Stadium so everybody will have the chance to come have that.”

The KAABOO and AT&T Stadium partnership has been in the works since 2017. Jason Felts, the chief brand and marketing officer of KAABOO, said that when looking to expand, the festival tried to find corporate partners who shared similar principles about the concert experience. KAABOO founder Bryan Gordon had set these principles when he decided to change and improve the live entertainment industry four years ago. The festival soon found common ground with AT&T Stadium and the Jones family.

“We look for like-minded partners that have an aligned interest with our brand goals and brand values, which are centered on hospitality and customer service,” Felts said. “There’s no better venue in the world than AT&T Stadium and no better partner to partner with than the Jones family, so we’re very excited about the experience.”

Early bird tickets go on sale at 10 a.m. today and will be sold in four different types: “Lone Star” general admission pass at $259; “Blue Star” VIP pass at $899 for premium festival access; “Rockstar” VIP pass at $3,999, which includes meet-and-greets with select artists along with complimentary food; and “Ultimate Hang,” which will provide center-stage viewing of artists and the chance to meet and talk with them, as well as full backstage access. Presumably there will be single-day tickets available, but neither that price nor release date have been confirmed.

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