The Dallas Cowboys, the City of Frisco and Frisco Independent School District — all stakeholders in one of the biggest corporate campus projects to hit the northern Dallas suburb — has branded the new $350 million headquarters and practice facility with the team’s famed star.
“Moving forward for generations to come, we want to announce that the new world headquarters for the Dallas Cowboys will now become The Star in Frisco,” said COO Stephen Jones in an announcement made Tuesday evening at AT&T Stadium in Arlington.
The Cowboys’ headquarters will anchor the 91-acre mixed-use development at the northwest corner of Warren Parkway and Dallas North Tollway, which will become home to the football club’s operations, including its administrative offices, coaches’ offices and the Dallas Cowboys cheerleaders. The team’s headquarters has been in Irving’s Valley Ranch neighborhood for three decades.
“Just as Valley Ranch was synonymous with the Cowboys over the years, this is the start of The Star being synonymous with the Cowboys brand in Frisco,” Jones said.
“We will begin the process of identifying naming candidates for our headquarters and multi-use facility,” he added.
Plans for the project include a 12,000-seat indoor practice facility, an indoor events center, two outdoor fields, as well as office, retail and restaurant space and an Omni hotel.
Team owner Jerry Jones Sr. said he wants The Star to become a symbol of pride for the team and community, including high school athletes who will be using the facility.
Frisco Mayor Maher Maso said the Cowboys headquarters has spurred other investment in Frisco along a mile stretch of the Dallas North Tollway, which is becoming known in the city as the “$5 billion mile.” The Cowboys project has fueled other mixed-use projects nearby, including Wade Park, Frisco Station and a $700 million development being funded from a group of investors based in Dubai.
“Last week alone, we had visitors from Korea, China, Germany, Dubai and we visited with Peru and Honduras,” Maso said. “They are all aware of the project and know about the [Cowboys] organization that does things right. Developers know if they are near it, they will be successful.”
As part of the deal, Frisco ponied up a public investment of $115 million as an economic incentive for the project, which includes the ability for the city of Frisco and the Frisco Independent School District to host athletic competitions, graduations and other special events at the indoor stadium. Frisco ISD will use the indoor stadium for its football games.
The success of the project is tied to the commitment and enthusiasm of the Jones family to the Cowboys organization and creating world-class venues, said Jerry Jones Sr.
“We as an organization have upped our commitment to where we didn’t have a number initially to where we’ll be over $350 million just for the Cowboys headquarters in terms of improvements on the land,” he said.
He said the entire 91-acre project is expected to have “all the teeth in the world with $2.5 billion to $3 billion of improvements on this property.” That was something Jones alluded to at the groundbreaking of the new headquarters in August.
Dallas-based Lincoln Property Co. is in the midst of locking down tenants and partners for the office buildings, retail and restaurant space, and hotel and residential portions in the massive development, which will help shape the design plans of the 91-acre mixed-use project.
Lincoln Property, Gensler, Manhattan Construction, O’Brien Architects and Frisco-based Rex Real Estate are working with the Cowboys on the larger development.
The Cowboys say they plan to move into the new headquarters by fall 2016.
Unlike Texas Stadium, the Cowboys own Valley Ranch, which means the real estate could be sold or kept in the family, said Stephen Jones.
“We are not going to do anything with it until 2016 and we know for sure we have a place to play football,” he said. “We are obviously in the real estate business with people on staff and we’ll come up with some ideas that will be unique.”