The east side of Toyota Stadium is set to become a hotel and entertainment district, under plans announced Tuesday by Hunt Sports Development.
The first phase includes a roughly 290-room boutique hotel and more than 40,000 square feet of convention, meeting and event space, according to the announcement. An event center would hold a 15,000-square-foot ballroom that divides into smaller rooms and can convert into a music hall for 3,000 people. The plans also list a full-service restaurant, a bar, a rooftop lounge, a spa and a fitness center.
Hunt Sports Development is working with Peak Curated Development and Venu Holding Corporation, which trades on the NYSE American. Groundbreaking is slated for 2027.
The district would sit opposite a previously announced office complex on the stadium's west side, which the companies say will hold more than one million square feet of office space.
"Nearly three decades ago, my dad, Lamar Hunt, worked with the City of Frisco to build a stadium surrounded largely by farmland," FC Dallas Chairman and CEO Clark Hunt said in the announcement. Frisco City Manager Wes Pierson is quoted in it as well. "Since Frisco first penned our public private partnership, FC Dallas has been a valued partner in our community," he said. "This project helps ensure the team and stadium will have a positive economic and community impact for generations to come."
What Frisco has already committed
The stadium is at the center of a public-private deal the City Council approved in 2024. The city's own announcement at the time put the improvements at up to $182 million, paid for with $77 million from the tax increment zone shared by the city and Frisco ISD, $40 million from the Frisco Community Development Corporation, and $65 million from the Hunt family, which is also responsible for any cost overruns. The agreement extended the stadium lease by more than 30 years.
That work covers 3,400 additional seats, shaded seating, upgrades to club and luxury suites, and new broadcast and press box areas. Phase 1A is due by the end of 2035 and Phase 1B by the end of 2037.
The Frisco Economic Development Corporation separately approved incentives for the private development around the stadium. The city said it anticipated more than $1 billion in private investment once all phases are finished.
The plan has grown since then
The project the city described in 2024 is not the one announced this week.
