The Dallas Cowboys are preparing to initiate a major real estate development surrounding AT&T Stadium in Arlington, aiming to replicate the success of their existing complex in Frisco. Co-owner and Chief Operating Officer Stephen Jones confirmed the team’s intent during an interview on the Sportico Sports Business program, which airs on the YES Network.
Jones stated that the franchise is ready to apply the same strategy used at The Star practice facility to the land surrounding its home venue. The Cowboys recently finalized a lease extension that keeps them at AT&T Stadium through 2055. While the stadium itself is owned by the City of Arlington, the team now plans to focus on adjacent properties.
"We haven't been quick to develop AT&T Stadium, but it's coming our way," Jones said. "We're right around the corner from doing something similar at AT&T Stadium that we did at The Star."
Details regarding the specific location of the proposed development or the ownership status of the surrounding land remain unclear. Until now, the Cowboys have concentrated their commercial efforts in Frisco, located approximately 40 miles northeast of Arlington. That 91-acre site includes retail, dining, office space, residential units, a hotel, a hospital, and an esports arena.
The Frisco project has generated significant business activity for the organization. Omni operates the official team hotel there, while Cowboys Fit, a gym venture launched with Mark Mastrov, opened its first location in the development. Other partners also maintain office space within the complex.
Jones described the Frisco area as one of the most active real estate markets in north Texas, suggesting this vitality influenced the team’s initial focus on that location.
He noted that the environment around AT&T Stadium is now shifting, pointing to nearby projects such as Loews hotel developments financed by the Tisch family and Texas Live!, a $250 million entertainment district built by the Texas Rangers.
