Understanding the importance of the entertainment industry to the Cowboys' profitability, Schramm was inspired to form a cheerleading squad dressed in similar fashion to Cash.

The ten local high school cheerleaders who were selected for the 1970 season were also involved in the task of totally redesigning the uniforms and creating new dance style cheer routines under Dee Brock's direction and with the help of a choreographer.

In 1971, the qualification rules changed to allow not only local female cheerleaders to compete for a spot on the squad, but also high school drill team officers.

Then in 1972, Texie Waterman, a New York choreographer, was recruited and assigned to auditioning and training an entirely new female squad who would all be over 18 years of age, searching for attractive appearance, athletic ability, and raw talent as performers.

Since the 1972 squad consisted of adults, this allowed the possibility of again redesigning the uniforms to introduce a more revealing look (most notably transitioning from the traditional cheerleader skirt to hot pants) closer to the classic DCC image that is known today.

Also that year, the DCC produced their own one-hour special, The 36 Most Beautiful Girls in Texas, which aired on ABC prior to the season opener of Monday Night Football (which coincidentally was a game that the Cowboys hosted).

In December 2021, the magazine Texas Monthly released an 8-episode podcast called "America's Girls," featuring interviews with former cheerleaders and other people involved with the DCC.