The Dallas Cowboys
Cheerleaders...
the name itself brings to each of us images of an
American icon - beautiful ladies decked out in blue and white uniforms cheering
America's Team on to victory; precision dance routines that require a
combination of stamina, flexibility and timing that would leave most of us
gasping - yet they smile and dance on; or for some, it's the time that we met
one of them and she signed an autograph and we spent a few minutes talking...the
images differ, but each holds a special place. And today's phenomenon of the
Dallas Cowboys Cheerleaders is equally special. Everywhere across the country or
around the world that any of these young ladies appear thousands of fans
congregate looking for the opportunity for a photograph, an autograph, or a few
moments to say hello. America's Sweethearts have truly become the darlings of
the National Football League. But it didn't start out that way.
The Beginning...
 The Dallas Cowboys have always had
cheerleaders. Tex Schramm, the Cowboys general manager at the time, with his
extensive background in television, recognized that professional football had
become more than sports - it was sports entertainment. He knew that the public
liked pretty girls. In 1960, he tried hiring professional models for the
sidelines. It was a disaster. The models were beautiful, but they were not
athletes. More than 3 hours of exertion in the hundred degree heat of the
sidelines had left them in worse shape after the game than the football players.
As was the standard in professional football throughout the 1960's, 1961 ushered
in the era of the "CowBelles & Beaux." These high school students from the
Dallas/Ft. Worth Metroplex were managed by Dee Brock. They cheered on the
football teams success all the way to the 1971 Super Bowl Championship. But,
during the Cowboys preparations for the defense of their World Championship
title in the 1972 season, a new idea was born.
 Tex Schramm was the Cowboys
general manager and, with his extensive background in television, recognized
that professional football had become more than sports - it was sports
entertainment. He knew that the public liked pretty girls. In fact, he'd already
tried hiring professional models for the sidelines. It was a disaster. The
models were beautiful, but they were not athletes. More than 3 hours of exertion
in the hundred degree heat of the sidelines had left them in worse shape after
the game than the football players. But, the idea just would not go away. Models
had not worked, but what about dancers?
 He talked the idea over
with Dee and the decision was made to expand the established football tradition
of sideline cheerleaders into a glamorous, choreographed squad of accomplished
dancers that would serve as a counterpoint to the game itself. Dee recruited one
of the top dancers in America, Texie Waterman, who also owned a dance studio in
Dallas, to judge at the auditions and help create a squad of dancers to grace
the sidelines of Texas Stadium. Sixty ladies attended that first audition. Seven
were chosen. They spent their summer at Training Camp with Texie where cheers
and chants were replaced with grand jetes and pirouettes.When the 1972-73 NFL
season kicked off that fall, it was a major turning point in Cheerleader
history. The Dallas Cowboys introduced their "new" Cheerleaders at Texas Stadium
wearing new star spangled uniforms and debuting an innovative and exciting new
form of gameday action. For the first time ever, anywhere, jazz dancing was
blended with beauty and brought to a football field...and the Dallas Cowboys
Cheerleaders were born.
 When Dee left to resume her
graduate studies, Texie became the heart and soul of the new form of on-field
entertainment. Her total commitment to professional creativity and disciplined
dance execution found a new focus in sideline routines and field performances.
As the Cheerleaders success grew, so to did the dozens of responsibilities for
auditions, rehearsals, personal appearances, meetings, and all of the details
required to put the group in top form on the football field. Initially, Tex
asked his secretary, Suzanne Mitchell, to handle managing the squad in her
"spare time", and in 1976 she become the first Director of the Dallas Cowboys
Cheerleaders.
While Texie perfected the performance, Suzanne piloted the organization to
world-wide renown. With her guidance, dedication, and love for each of the
Cheerleaders, as well as the traditions of the Squad, she succeeded in
developing the Dallas Cowboys Cheerleaders beyond anyone's wildest expectations.
 With Texie's
retirement in the early 80's, Suzanne's search for the next DCC choreographer
did not have to go too far afield. Texie had succeeded in establishing a new
dance form - customized for a 100 yard "stage" with a football stadium audience
- and one of her most popular and outstanding DCC protégé's was already
assisting with the Cheerleaders choreography. Shannon Baker Werthmann had been
receiving dance honors since the age of 5 and had spent 4 years as one of
"America's Sweethearts". "I was looking for a choreographer who knew the field,
who understood what the girls were going through". Shannon certainly filled the
bill, and for the next decade built upon the performance foundation Texie had
laid.
The Discovery...
 While the crowds at Texas
Stadium responded enthusiastically to this new facet of professional football,
it wasn't until January of 1976 that the Dallas Cowboys Cheerleaders took their
next big step. During a break in the action at Super Bowl X in Miami, an astute
television cameraman let his lens wander over to the sidelines, catching a row
of lovely young women wearing their striking blue and white uniforms. One of the
Cheerleaders caught his gaze and winked. It probably never occurred to her that
she was on national television, but 75 million viewers - a full one third of the
nation - were watching. And they didn't take their eyes off what they saw.
The Phenomenon...
 The 1977 season brought a second World
Championship to "America's Team" and helped to launch "America's Sweethearts"
well beyond the football field. The '77 squad appeared on two network television
specials in the spring of 1978 - the NBC Rock-n-Roll Sports Classic and The
Osmond Brothers Special on ABC. In August, the '78 squad was featured in a
Faberge shampoo commercial. September had the Cheerleaders kicking off the
season for Monday Night Football by hosting their own one-hour Special on ABC
entitled "The 36 Most Beautiful Girls in Texas". Hollywood came to Dallas in
November to film "The Dallas Cowboys Cheerleaders", a two hour movie that aired
on January 14, 1979. In taking a 60% share of the national television audience,
it became the second highest rated made-for-television movie in history. The
sequel, "The Dallas Cowboys Cheerleaders II" aired on January 13, 1980. More
recently, the Cheerleaders had a featured role in Robert Altman's latest motion
picture, starring Richard Gere, "Dr. T and the Women" which was released in the
Fall of 2000.
 The television
appearances have continued throughout the years. The Cheerleaders have sailed on
"The Love Boat" twice, battled the Dallas Cowboys on "Family Feud", visited with
"Harry & the Hendersons", made a "Salute to Lady Liberty" and celebrated the
"Billy Bob's New Year Special" for CBS. They have joined NBC for three "Academy
of Country & Western Music Awards" shows and a "Nashville Palace Show", and
been the guests of Phil Donahue, Geraldo and "The Wheel of Fortune". They've
even spent their Saturday night dancing on "Saturday Night Live", made
appearances with Jay Leno and David Letterman, and performed alongside
celebrities such as Clint Black, Shania Twain, Randy Travis, Reba McEntire,
Jessica Simpson and Billy Gilman.
The International Appeal...
  1978 also brought the beginnings of the
Dallas Cowboys Cheerleaders international activities. A performance at the
Mirage Bowl football game in December of that year took the squad on a very
successful 10-day tour of Japan. Millions of Japanese took advantage of the
opportunity to see them perform in theaters and parades across the country as
well as on a number of national television programs. They also completed several
commercials for Mitsubushi Motors Corporation during the trip. Other
international promotional tours have included a return to Japan for American
Airlines, a trip to Australia for Philips Consumer Products, and appearances in
Peru sponsored by the Saga Company. In fact, their international appeal has
proven to be a tremendous marketing tool for companies around the world needing
to make an American "splash" with their campaign, including the National
Football League. When the NFL wanted promotional appearances for American
football in Mexico and Japan, the group they asked was the Dallas Cowboys
Cheerleaders.
The Show Group...
 Wherever crowds gather, the Cheerleaders
unique brand of entertainment and appeal has been sought after and much
appreciated.  As their
reputation has grown, so too have the opportunities for these extraordinary
young women to share their range of talents. The Dallas Cowboys Cheerleaders
Show Group was developed specifically for that purpose. Each year the most
versatile and accomplished of the Cheerleaders are selected for this elite
entertainment troupe. Their elaborately costumed and fully choreographed musical
variety show, "America & Her Music", has proven to be a crowd pleaser
at national conventions, corporate events and government gatherings.
 While the
high-profile experiences of being a Dallas Cowboys Cheerleader are unique, for
many of the members of the squad the most rewarding of their activities are in
somewhat less glamorous surroundings. In 1979, the U.S. Department of Defense
(DOD) requested their presence on a USO Christmas tour of installations in
Korea. The ladies performances were so enthusiastically received by the
thousands of American troops serving their country so very far from home that a
tradition was born.
The Cheerleaders, the DOD and the USO have since teamed up an unprecedented
49 times to boost the morale of the men and women of our U.S. military at
hundreds of bases and outposts around the world. If our country's forces are
stationed there, the Dallas Cowboys Cheerleaders stand ready to offer their own
brand of thanks to these dedicated young Americans. The one-hour variety shows
bring standing ovations and tears to the eyes of the audiences and the
entertainers alike. The ladies have their meals in the mess halls and share in
close conversations about the Cowboys, happenings in the States and loved ones
at home. 
 It is a special time. So
special in fact, that in 1991 the Cheerleaders were honored to receive the USO's
prestigious "50th Anniversary Award" and in 1997 their many years of
distinguished service to the men, women and families of America's Armed Forces
was recognized with the presentation of the USO's first ever "Spirit of Hope"
Award. The entire Dallas Cowboys organization is extremely proud of the high
regard this nation has for the Cheerleaders and for the distinction they have
earned in having performed for more troops overseas than any other
entertainer...ever!
Community Service...
 Most of the Cheerleaders non-game
appearances are done for charity. They have lent their support to the Susan G.
Komen Foundation, the Salvation Army, the Jerry Lewis Labor Day Telethon, the
George Lindsey Celebrity Golf Tournament for Special Olympics, the Association
for Hearing Impaired Children, Veterans Administration Hospitals , the March of
Dimes, American Heart Association, Arthritis Foundation, Cancer Society, United
Way, Variety Club Telethons, and the Make A Wish Foundation - in addition to
their annual visits to numerous nursing homes and children's hospitals.
The Individuals...
 This unique group of young women has a deep
responsibility: they assume a corporate identity, yet they cannot lose sight of
themselves as individuals. It is a basic concept of the organization that each
person in the stadium or in the audience has a mental picture of their ideal
girl - and the squad offers someone for each of them to identify with. As in the
past, almost every phase of the American woman is represented: teachers,
secretaries, company executives, homemakers, nurses, students, medical
technicians, fashion coordinators, accountants, sales and advertising
representatives, file clerks, receptionists, cashiers, dental hygienists, flight
attendants, etc. Some are single, some are married - several have children.
Typically they range in age from 18 to 36, although there is no upper age limit.
They are from small towns and big cities. Some have been performing for years
with extensive dance backgrounds and some come to the Squad with no training at
all, but have the gift of showmanship and the ability to learn.
What they all have in common is the dedication to responsibility and
commitment to excellence that being a Dallas Cowboys Cheerleader requires. They
subject themselves to rigorous physical conditioning, an exhaustive year round
rehearsal schedule and stringent rules and regulations that govern their
part-time life.
The Auditions...
 Each spring up to 600 young
women from across America converge on Texas Stadium in pursuit of their dream to
become a member of the DCC. The basic requirements are: (a) Ladies must be at
least 18 years of age; (b) They must be a high school graduate; (c) They must be
attending college or hold a part-time/full-time job - yes, being a full-time
mother and homemaker counts; and (d) if selected they must reside in the
Dallas/Fort Worth area during their tenure as a Cheerleader. And although they
receive a bye into the Finals, even the members of the previous years squad must
once again compete in the hope of reclaiming a position. 
The Preliminaries, Semi's, and Finals of the audition process result in the
selection of approximately forty-five "training camp" candidates. From May until
late July this elite corps rehearse almost every evening for four or more hours
at a time under the critical eyes of their Director, Kelli McGonagill Finglass
and Choreographer Judy Trammell.
The Rules...
 All rehearsals of the 50-plus song and dance
numbers in each season's repertoire are mandatory. If a Cheerleader misses a
rehearsal prior to a home game, she will not be allowed to perform at that game.
Anyone with two unexcused absences prior to a home game is subject to being
released from the squad. The axiom of "practice makes perfect" certainly
applies. And while perfection is the common goal of each of the Dallas Cowboys
Cheerleaders, excellence is the standard of the entire organization.
The set of rules which govern each lady's appearance, performance, and moral
character is lengthy and explicit. No DCC may, for example, date any of the
players, coaches, or other employees of the Dallas Cowboys Football Club - this
ensures a professional relationship while maintaining the supportive role that
the squad fulfills. Each girl is individually counselled on personal grooming,
makeup, physical fitness and interpersonal communications. Cheerleaders receive
training in etiquette, communications skills, media relations and fan mail. The
DCC uniform may be worn only with the organizations specific authorization and
when in uniform, Cheerleaders are not permitted to smoke, drink alcohol, or
conduct themselves in any manner not becoming to the tradition of the Dallas
Cowboys Cheerleaders.
 The Uniform...
The uniform itself is a carefully guarded
trademark and may not be duplicated in any way without the written permission of
the DCC. The internationally recognized blouse, vest and shorts were originally
designed by Paula Van Waggoner, of the Lester Melnick store in Dallas. Since
first introduced with the formation of the squad in 1972, there have been only
six modifications to the uniform. In May of 1989 the original "go-go" boot had
gone out of style and a more western oriented design was selected. In 1991, the
large buckled belt was left behind in favor of shorts with a more flattering
cut. 1992 brought a cowboy-style boot to the uniform, and in 1993 crystals were
added to outline the fifteen stars on the vest and shorts. 1994 brought a more
western shape to the blouse lapels, and finally, in 1999 crystals were added to
the fringe line of the vest. Each modification, after careful consideration by
Director, Kelli McGonagill Finglass, was implemented to enhance the image that
the uniform has represented from the very beginning - an image made all the more
consistent through the efforts and dedication of Ms. Leveta Crager, who for
twenty four years made and hand tailored every uniform worn by a Dallas Cowboys
Cheerleader. Upon her retirement, designer Greg Danison was selected at the
start of the 1996 season to continue the tradition of individual craftsmanship
in each Cheerleader's uniform.
The Leaders...
 Today's Cheerleaders are guided by 2 former
DCC - Kelli McGonagill Finglass and Judy Trammell. Both, as young girls aspired
to don the uniform and perform for the fans while cheering on "their" Cowboys.
Both felt the intimidation of being among hundreds of beautiful, talented young
women at their first audition. Both endured the long hours of rehearsals
preparing their minds and bodies for the exacting precision expected of every
performance. Both embraced the rewards of the truly unique experiences inherent
in being a DCC. And, both have, from that foundation, grown to become the
guardians of the past and the shepherds of the future.
Kelli's road to becoming Director in 1991 included five years as a
Cheerleader, one year in the Cowboys' Sales and Promotions Department, and one
year serving as the Squad's Assistant Director. She leads the Cheerleaders with
passion and dedication to be the best in the world in their field of
entertainment. In doing so, the standards of measure are simple: Everything must
improve each year. As director of the internationally acclaimed organization,
Kelli's responsibilities are extensive. From costume design and licensing
agreements to sponsorships and legal issues of employment, she must create
programs that enhance the image of the DCC, while maintaining growth and
development of the business. Under her stewardship, the Dallas Cowboys
Cheerleaders have evolved from a highly valued operational expense of the
football club to a self sustaining business enterprise with a world-wide reach.
She is a Director who also serves as a disciplinarian, mediator, consultant and
administrator in all facets of the operation.
 Judy's four years of
cheering led to six years as the Squad's Assistant Choreographer. In 1991 she
assumed her current role as Choreographer. With her natural creativity having
been honed under Texie Watermen's tutelage, Judy has succeeded in blending the
performance traditions of the Dallas Cowboys Cheerleaders with the latest trends
in music and dance. Her relationship with the members of the Squad as both a
teacher and trainer is based on high expectations buffered by her understanding
nature. Her talents are displayed every time the Cheerleaders perform...from the
elaborately choreographed and costumed production numbers of the Show Group to
sideline routines and halftime extravaganzas featuring hundreds of cast members.
Together, Kelli and Judy are partners sharing a deep respect for each other and
for the heritage and the phenomenon for which they are now responsible.
The Traditions...
 Whether at a football game, a charity
performance, or a sponsored autograph session, when a DCC appears in her uniform
many hours have been spent in preparation and the DCC staff maintains protective
control over the situation. Under the guidance of Ms. McGonagill Finglass
hundreds of requests for interviews, photographs and appearances are carefully
screened. Many of them must be rejected for a variety of factors which make them
unsuitable by DCC standards. All appearances are arranged by contract, and if
the stipulations are not fully met, the Cheerleaders will not appear. If
overnight travel is required at least one member of the administrative staff
will always accompany the girls. They will travel in a group, return as a group
and are not allowed to go out on their own at any time during the trip. Escorts,
transportation, lodging, itineraries and all other details of the trip are
agreed upon prior to departure and deviations are not permitted.
All of the many precautions are to protect the image of the DCC as a whole
and each Cheerleader as an individual. Their fans want and expect a first-class
organization and first class young women representing that organization. Someone
that they can admire and respect. The Dallas Cowboys are that kind of
organization, and the Dallas Cowboys Cheerleaders are a reflection of that
image.
 Now in their
thirtieth season, they are as popular as ever...if not more so. National
television audiences have followed them on Entertainment Tonight, visited with
them on Montel Williams and Vicki, and accompanied them on ESPN for their annual
DCC Calendar photo shoots for the last six years. They have participated in a
number of music videos, there have been three sets of trading cards that feature
the entire squad, and corporate shows are averaging three a month. Demand for
personal appearances have exploded and there is much, much more to come. The
year 2000 included the DCC being featured in a NetPliance Super Bowl television
ad, the premier of "Dr. T and the Women", a return to Japan for the American
Bowl and two USO tours. They, again helped kick off the Salvation Army's
National Kettle Campaign with their Thanksgiving Halftime Show and danced on the
deck of the USS Truman on FOX-TV's NFL pregame Show. Yet through it all, they
remain committed to their long established standards of excellence and dedicated
to the heritage of their tradition.
 Kelli McGonagill
Finglass has probably come to know the mystique of the Dallas Cowboys
Cheerleaders as well as anyone. "What we look for in our cheerleading squad is
simply something for everyone - a cross section of the American woman. We want
everyday ladies who can make an impact on their community: intelligent role
models who are poised, attractive, confident, talented entertainers. They must
be givers who understand that they themselves have been given a gift, and now
have the opportunity to share that gift with others. But when the music and
dancing stops, these young ladies must have the ability to relate on a
one-to-one basis with fans whose ages range from infants to grandparents. In
short, they must be educated, well-informed young women who represent the Dallas
 Cowboys, their
families and their community in a first-class manner. "The organization affords
them a opportunity to broaden their own lives and enrich the lives of others as
they travel throughout the United States and around the world. They are given a
perspective on life that they may not have considered before. And that might
lead them to reassess what's truly important...and to share that with others."
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