Dallas Cowboys, Frisco brand $350M corporate campus with 'The Star'

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Dallas Cowboys

An architect's rendering of The Star, the name being given to the Dallas Cowboys' new headquarters to be built in Frisco.

Candace Carlisle

Staff Writer- Dallas Business Journal

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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."

Candace covers commercial and residential real estate and sports business.