Dr Pepper Snapple Group needed to create an engaging fan destination in one of the newest, largest sports venues in the U.S. — the Dallas Cowboys Stadium. In partnership with HKS BrandSpace, GES created the Dr Pepper StarBar, a 17,000-square-foot sponsorship venue offering visitors a taste of the iconic brand

1. Case Study | Dr Pepper StarBar
Dr Pepper adds flavor to the
Dallas Cowboys Stadium
Overview
Dr Pepper Snapple Group needed to create an engaging fan
destination in one of the newest, largest sports venues in the
U.S. — the Dallas Cowboys Stadium. In partnership with HKS
BrandSpace, Global Experience Specialists (GES) created the Dr
Pepper StarBar, a 17,000-square-foot sponsorship venue offering
visitors a taste of the iconic brand.
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)

2. Case Study | Dr Pepper StarBar
Objectives
• Create a game day venue that brings together two of Texas’
favorite brands — Dr Pepper and the Dallas Cowboys.
• Extend the artistic vision of the new Cowboys
Stadium while surrounding visitors with visuals
of the Dr Pepper brand and its core values.
• Create an environment that is unique and exciting
for fans and conducive for watching football.
• Select high-quality, custom materials that bring
the Dr Pepper brand to life while highlighting key
products and supporting the brand message.
Solutions
• A complete bar featuring backlit vintage Dr Pepper bottles cast
into a concrete bar top, along with acrylic ice cube lounges.
• 15 aluminum arches light up in celebration
every time the Cowboys score.
• Seven huge flat screen TVs and six concession
stands increase length of stay.
• Two 20’ x 40’ artistic portraits of Dallas Cowboys Bradie
James and Felix Jones, and design details including
white lacquer furnishings, screen-printed fabrics,
brushed metal accents and a custom, hand-crafted
glass chandelier inspired by Dr Pepper soda.
Results
• With multiple amenities and exceptional views of the
Dallas skyline, the Dr Pepper StarBar is one of the most
Testimonial
unique and memorable spaces for sports fans.
“GES’ can-do attitude, collaborative solution-
• The launch of the StarBar was featured in PROMO Magazine oriented team and innovative ideas were crucial on
and numerous other publications. The opening was also this project. They totally understand what it means
featured on various local and national news stations. to bring a brand to life and I’d work with them
• The Dr Pepper StarBar has “raised the bar” in ultimate again, anytime.”
game day experiences for professional football —Shaun Nichols,
fans and sports marketers all over the world. Brand Design Director, Dr Pepper Snapple Group
ges.com | 800.424.6224
©2011 Global Experience Specialists, Inc. (GES)