With the much celebrated announcement this week that the Red River Showdown would remain at the Cotton Bowl until the year 2025, an 85 year-old Dallas tradition was upheld. Each year, Dallas becomes awash in a sea of burnt orange and red as legions of fans from north and south of the Red River descend upon the city for the football showdown between the University of Texas Longhorns and University of Oklahoma Sooners. The annual football game between the classic rivals has been played at the Cotton Bowl in Fair Park since 1929 and is estimated to generate $20 million for local Dallas businesses each year.

The accompanying image promoting the Cotton Bowl as a major Dallas attraction is from a 1960s souvenir pictorial guide to Dallas-Ft Worth contained within the Lester Strother Texas Metro Collection. Published in the 1960s and 1970s, the Texas Metro magazine was promoted by its owner, Lester Strother, as a “travel, Metro living, and investment oriented magazine whose prime market is Dallas-Ft. Worth and North Central Texas.” The collection contains a wealth of information about the metroplex, Texas, and the state of travel during the 1960s and 1970s and includes research materials for articles such as promotional pamphlets and brochures and a large number of photographs.

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