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Dallas Cowboys Unveil Plans for Retail Block at Team’s $1.5B Mixed-Use Development

The Star in Frisco Dallas Cowboys

The Star in Frisco will feature the Dallas Cowboys’ training complex, its corporate headquarters, a 200,000-square-foot retail block, a 12,000-seat multi-use event center and an Omni hotel. (Rendering courtesy of O'Brien Architects)

FRISCO, TEXAS — The Dallas Cowboys have unveiled plans for a 200,000-square-foot retail block at The Star in Frisco, a $1.5 billion, 91-acre mixed-use development that will include the NFL team’s new headquarters. In addition to the retail space and corporate headquarters, The Star in Frisco will feature the Cowboys’ training complex, a 12,000-seat multi-use event center and an Omni hotel.

“The retail area will allow visitors to enjoy The Star whether there’s an event happening or simply a Friday night out with friends and family,” says Jerry Jones Jr., executive vice president and chief sales and marketing officer for the Dallas Cowboys.

Storefronts will line The Star Boulevard, Winning Drive and Cowboys Way at The Star, and will provide shoppers and diners with a Dallas Cowboys brand experience.

The restaurants that will be opening locations at The Star include City Works, Dee Lincoln Prime, Liberty Burger, Mi Cocina, Neighborhood Services, Nestlé Toll House Café by Chip and Tupelo Honey Café. The retail space will be located south of the Cowboys’ headquarters and The Ford Center, which will house the event center and the team’s training complex. Neighborhood Services will be located inside the Omni hotel.

Next Step Dance, a training facility and studio for dancers of all ages, will also open a location at The Star.

“Next Step Dance’s decision to move to The Star was made with two major objectives in mind,” says Michelle Stafford, Rita Allen and Russell Spearman, co-owners of Next Step Dance, in a prepared statement. “First, to allow our students and parents to be associated with a world-famous organization, the Dallas Cowboys, and secondly, to introduce them to an unparalleled atmosphere to learn and practice dance of all disciplines.”

The signature feature in the development is the Dallas Cowboys Ring of Honor Walk and Dallas Cowboys Community Ring of Honor. Inspired by the Ring of Honor at AT&T Stadium and sponsored by Dr. Pepper, the area will honor the 21 members of the Dallas Cowboys Football Club who have made outstanding contributions throughout the team’s history.

At an event held at The Star in Frisco on May 4, Super Bowl champions and former Cowboys Roger Staubach and Drew Pearson cast their cleat spikes in concrete to create their lasting impression at the Dallas Cowboy Ring of Honor Walk.

The numbers honoring Staubach and Pearson will be placed 50 yards apart, paying homage to the famous 50-yard, game-winning “Hail Mary” pass from Staubach to Pearson in the 1975 playoffs against the Minnesota Vikings and introduced the phrase “Hail Mary” into the sports lexicon. All other Ring of Honor members will be celebrated on the Walk for their own significance to the team and Cowboys’ history.

The Star in Frisco Dallas Cowboys Ring of Honor Walk Community Ring of Honor

The signature feature in The Star in Frisco is the Dallas Cowboys Ring of Honor Walk and Dallas Cowboys Community Ring of Honor. (Rendering courtesy of O’Brien Architects)

“We are confident The Star will be one of the greatest destinations for fans, the community and visitors from around the world,” says Charlotte Jones Anderson, executive vice president and chief brand officer for the Dallas Cowboys. “We couldn’t be more excited about having this group with us, as we feel they are a great fit for what we are trying to provide from an entertainment standpoint at The Star.”

Lincoln Property Co. is handling The Star’s leasing on behalf of the Dallas Cowboys. O’Brien Architects designed the retail space at The Star, which is scheduled to be completed by early 2017. The Cowboys’ headquarters and training complex are on track to open this summer.

— John Nelson

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