Tom Landry Era Cowboys

The Dallas Cowboys, under the leadership of coach Tom Landry from 1960 to 1988, represent a defining era in the history of both professional football and the city of Dallas. This period saw the team evolve from an expansion franchise into “America’s Team,” achieving sustained national prominence and deeply embedding itself within the cultural fabric of North Texas. The Cowboys’ success during Landry’s tenure significantly contributed to the growth and image of Dallas as a major metropolitan center.

History

The Dallas Cowboys were established in 1960 as part of the second wave of expansion teams in the National Football League. Lamar Hunt, who also founded the American Football League, initially approached Dallas businessman Clint Murchison, Jr. with the idea of a team. Murchison secured the franchise, and Tom Landry was hired as the head coach, a decision that would shape the team’s destiny for nearly three decades. The early years were challenging, with the Cowboys struggling to find consistent success. Landry implemented a strict, disciplined approach, emphasizing character and fundamentals, which laid the foundation for future achievements.

The 1970s marked the golden age of the Landry Cowboys. The team boasted a roster of legendary players, including Roger Staubach, Troy Aikman, Emmitt Smith, and Tony Dorsett. This decade saw the Cowboys reach an unprecedented five Super Bowls, winning two (Super Bowl VI in 1972 and Super Bowl XII in 1978). The “Doomsday Defense,” known for its aggressive and relentless play, became a hallmark of the team’s success. The Cowboys’ consistent winning record and national television exposure helped solidify Dallas’s reputation as a major sports city. The team’s image was carefully cultivated, projecting an image of professionalism and excellence that resonated with fans across the country.

Culture

The Tom Landry era Cowboys profoundly impacted the cultural landscape of Dallas. The team became a source of civic pride, uniting the city and surrounding region. The Cowboys’ success coincided with a period of significant economic growth and development in Dallas, and the team’s image was often intertwined with the city’s aspirations. The distinctive sideline attire of Tom Landry – his fedora and dark suit – became iconic, symbolizing the team’s conservative and disciplined approach. This image contrasted with the more flamboyant styles of other coaches and teams, further reinforcing the Cowboys’ unique identity.

The Cowboys’ popularity extended beyond the football field, influencing fashion, music, and popular culture. The team’s star players became household names, appearing in commercials, television shows, and other media. The Cowboys Cheerleaders, established in 1972, gained international recognition, becoming a symbol of American cheerleading and a popular attraction at games and events. The team's presence fostered a strong sense of community among fans, creating a shared identity and a tradition of supporting the Cowboys.

Notable Residents

While the players themselves became notable residents of the Dallas-Fort Worth area during the Landry era, Tom Landry himself became a central figure in the community. His quiet dignity and commitment to character earned him respect both on and off the field. Landry was known for his involvement in charitable organizations and his dedication to his faith. He remained a visible and influential figure in Dallas even after his retirement.

Beyond Landry, players like Roger Staubach became prominent figures in the Dallas business community after their playing careers ended. Staubach’s success in real estate development demonstrated the entrepreneurial spirit of many former Cowboys. Other players, such as Troy Aikman, continued to reside in the area and contribute to local philanthropic efforts. The presence of these high-profile former players helped maintain the Cowboys’ connection to the city and its residents.

Economy

The Dallas Cowboys generated significant economic activity for the city of Dallas and the surrounding region. Game days brought large numbers of visitors to the area, boosting revenue for hotels, restaurants, and other businesses. The construction and operation of the Cowboys’ stadium, initially the Cotton Bowl and later Texas Stadium, created jobs and stimulated economic growth. The team’s merchandise sales also contributed to the local economy.

The Cowboys’ success attracted corporate sponsorships and advertising revenue, further enhancing the team’s economic impact. The team’s national television exposure helped promote Dallas as a desirable location for businesses and investors. The Cowboys’ brand became a valuable asset, contributing to the city’s overall economic competitiveness.

Attractions

During the Tom Landry era, attending a Dallas Cowboys game at Texas Stadium was a major attraction for both local residents and tourists. The stadium, known for its distinctive hole in the roof, offered a unique game-day experience. The Cowboys Cheerleaders were also a popular attraction, performing during games and at other events.

Beyond the games themselves, the Cowboys’ headquarters and practice facilities occasionally hosted public events and tours. The team’s popularity also contributed to the growth of sports-themed restaurants and bars in the Dallas area. The Cowboys Pro Shop offered a wide range of merchandise, attracting fans looking to show their support for the team.

See Also

Dallas Texas Stadium Roger Staubach Dallas Cowboys Cheerleaders