The Star in Frisco

What The Star in Frisco does

The Star in Frisco is a 91-acre Dallas Cowboys-themed campus in Frisco, Texas that operates as the official Dallas Cowboys World Headquarters and practice facility while simultaneously functioning as a large-scale commercial event venue. The campus is anchored by Ford Center, a 510,000 square foot indoor athletic facility, and includes over 400,000 square feet of flexible event space spread across 15+ named venues (Grand Atrium, Training Table, Lucchese Lounge, Tostitos Championship Plaza, Optum Suites, Auditorium, South Concourse, Hospitality Lounge, War Room, and Formation spaces) that can accommodate groups ranging from 10 to 12,000 guests. Supporting amenities include the Star District retail and dining area, Omni Frisco Hotel, Cowboys Club, Cowboys Fit, the Miller Lite House, Baylor Scott and White Health sports performance center, the Ring of Honor Walk, and the Tostitos Championship Plaza.

The facility is owned and operated by Blue Star Frisco, L.P., part of the Dallas Cowboys organization under the Jones family, and was developed in 2018 as a first-of-its-kind public-private partnership between the City of Frisco, Frisco ISD, and the Dallas Cowboys. Revenue is generated through four streams: (1) venue rental of event spaces for corporate, nonprofit, association, and social events such as galas, conferences, weddings, and proms on a quote-based pricing model; (2) VIP behind-the-scenes tours of the World Headquarters and practice facility; (3) birthday party packages that bundle party room, field time, and tours; and (4) ticket sales and guest services through the Ford Center Ticket Office, which also serves Frisco ISD high schools and City of Frisco events. Distribution is direct — an online event request form, a dedicated special events team, and walk-in inquiries — with no third-party resellers.

The go-to-market motion is event-driven, with named customers including Keurig Dr Pepper, Children's Advocacy Center of Collin County, TXCPA Dallas (annual education conference since 2018), and individual families such as the Hoffmans. A portfolio of GTM and naming partnerships — Ford, Dr Pepper, Miller Lite, Tostitos, Texas Lottery, Optum, and Lucchese — provides sponsor activation across the campus, while strategic partnerships with the City of Frisco, Frisco ISD, and Formation at The Star underpin the operational structure. Pricing is not publicly disclosed across the corporate and social event segments.

Name

The Star in Frisco

Legal name

Blue Star Frisco, L.P.

Website

https://thestarinfrisco.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

The Star in Frisco is a 91-acre Dallas Cowboys-themed campus in Frisco, Texas that operates as the team's World Headquarters and a 510,000 sq ft commercial event venue. It rents 15+ event spaces to corporate, nonprofit, and social clients and sells tours, birthday packages, and ticketed events.

Ownership category

akta.pro rank

Product category

Event Venue and Hospitality Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

akta.pro primary industry

Integrated Convention & Expo Complex Hotels (THAGALAE)

akta.pro secondary industries

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Convention Center–Adjacent/Connected Hotels (THAGALAD)

Keywords

• Event venue rental
• Corporate event hosting
• Stadium tours
• Birthday party packages
• Hospitality event spaces

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Event venue rental and hosting: The Star generates revenue by renting its 15+ event spaces (Ford Center Field, Grand Atrium, Training Table, Lucchese Lounge, Tostitos Championship Plaza, Optum Suites, Auditorium, South Concourse, Hospitality Lounge, War Room, Formation spaces) to corporate clients, nonprofits, social event planners, and associations for meetings, galas, trade shows, conferences, proms, and weddings.
2. Tours: VIP behind-the-scenes tours of the Dallas Cowboys World Headquarters and practice facility are sold to fans and visitors.
3. Birthday party packages: Birthday party packages inclusive of party room rental, field time, and a VIP tour are sold to families.
4. Ticket sales and guest services: Ford Center Ticket Office manages ticket sales and guest services for events held at the facility, shared by the Dallas Cowboys, City of Frisco, and Frisco ISD high schools.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

The Star in Frisco is a 91-acre Dallas Cowboys-themed campus that serves as the team's World Headquarters and practice facility while functioning as a public event venue and tourist destination. The core business is renting 15+ event spaces ranging from 10 to 12,000 guests for corporate meetings, nonprofit galas, social celebrations, weddings, proms, and conferences, alongside selling VIP behind-the-scenes tours of the Cowboys facility and birthday party packages.

Product overview

The Star in Frisco is a 91-acre Dallas Cowboys-themed campus serving as the World Headquarters and practice facility for the Dallas Cowboys. The facility offers a unified portfolio of venues and services centered around its core Ford Center athletic facility. Key venue offerings include the Grand Atrium, Training Table, Ford Center Field, various VIP suites, the War Room, and outdoor spaces like Tostitos Championship Plaza. The venue provides comprehensive event hosting services including corporate events, social events (birthdays, weddings, proms), and non-profit/association events. Supporting amenities include tours, retail/dining at The Star District, the Miller Lite House, Baylor Scott and White Health sports performance center, and the Ring of Honor Walk. The Star functions as an integrated destination combining sports, entertainment, dining, and event hospitality.

Differentiator

Problem solved

Functional benefit

Brands

• Ford Center: State-of-the-art indoor athletic facility at The Star, shared by the Dallas Cowboys, City of Frisco, and Frisco ISD's high schools.

Products and services

• Event Spaces Over 400,000 square feet of flexible event space with 15+ versatile venues across the campus, accommodating groups of 10 to 12,000 guests. Includes spaces such as Ford Center Field, Grand Atrium, Training Table, Lucchese Lounge, Tostitos Championship Plaza, Optum Suites, Auditorium, South Concourse, Hospitality Lounge, War Room, and Formation spaces.
• Corporate Events Full-service corporate event hosting for staff meetings, company milestones, holiday parties, award celebrations, employee and client appreciation events, and product launches. For businesses and organizations seeking world-class venues with in-house catering and AV.
• Social Events Event hosting for personal milestone celebrations including birthdays, mitzvahs, rehearsal dinners, weddings, and proms. For individuals and families seeking unique, Cowboys-themed celebration spaces.
• Non-Profits and Associations Events Event hosting for non-profit organizations and associations, including conferences, trade shows, expos, galas, and fundraising events. Designed for groups needing high-profile venues to inspire donors and ensure attendance.
• Birthday Party Packages Pre-designed birthday party package for 30 to 50 people that includes a 45-minute VIP Guided Tour, 60-minute field time, party room rental for 1 hour, footballs and flags for field time, and a birthday kid gift bag. Includes A/V capabilities. Sold to families.
• VIP Tours at The Star VIP behind-the-scenes guided tours of the Dallas Cowboys World Headquarters and practice facility, led by knowledgeable tour guides. Sold to fans, families, and visitors seeking immersive access to the team's facility.
• Ford Center Ticket Sales Ticket sales and guest services for events held at Ford Center, shared by the Dallas Cowboys, City of Frisco, and Frisco ISD high schools. Ticket Office open Monday-Friday 10am-5:30pm and Saturday-Sunday 12pm-5pm.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Ford (Ford Center)coreStrategic or Co-development PartnerFord Center at The Star is named after Ford and serves as the 510,000 square foot indoor athletic facility shared by the Dallas Cowboys, City of Frisco, and Frisco ISD's high schools. Ford Center is a key anchor of The Star campus.
• City of FriscocoreStrategic or Co-development PartnerThe Star was developed as a first-of-its-kind partnership between the City of Frisco and Frisco ISD. The City of Frisco co-uses Ford Center with the Dallas Cowboys and Frisco ISD's high schools.
• Frisco ISDcoreStrategic or Co-development PartnerFrisco ISD's high schools share use of Ford Center alongside the Dallas Cowboys and City of Frisco. The Star was developed as a partnership with Frisco ISD.
• Baylor Scott and White HealthminorStrategic or Co-development PartnerBaylor Scott and White Health is located at The Star as a game-changing sports performance and healthcare destination focused on safety and research.
• Dr PepperminorGTM or Marketing PartnerDr Pepper sponsors the Ring of Honor Walk at The Star, which honors 22 members of the Dallas Cowboys Football Club.
• Miller LiteminorGTM or Marketing PartnerMiller Lite House at The Star is a game-day style entertainment venue open daily, offering refreshments, games, photo moments, and concierge services.
• TostitosminorGTM or Marketing PartnerTostitos Championship Plaza serves as the heartbeat of The Star campus — the destination connecting fans with the Dallas Cowboys and creating memories. Also available as an event space add-on.
• Texas LotteryminorGTM or Marketing PartnerHigh School Football Tribute presented by Texas Lottery commemorates the partnership between the Dallas Cowboys and Frisco ISD, located at the front entrance of Ford Center.
• Omni Frisco HotelminorGTM or Marketing PartnerOmni Frisco Hotel is an on-campus hotel partner located adjacent to The Star district, serving visitors and event attendees.
• LuccheseminorGTM or Marketing PartnerLucchese Lounge is a 2,500 sq ft event space showcasing iconic Lucchese boots celebrating the connection between the Dallas Cowboys and Lucchese boots. Custom Lucchese gifting experiences are available as an add-on for event guests.
• OptumminorGTM or Marketing PartnerOptum Suites are VIP suites at The Star used by sponsors weekly for practice viewing, containing rare Cowboys memorabilia and located near Super Bowl trophies. Named after Optum sponsor.
• Formation at The StarminorStrategic or Co-development PartnerFormation at The Star is a collaborative workspace at 5 Cowboys Way, Suite 300, offering event spaces (The Forum, The Library, Lobby Bar) for networking events, training seminars, and meetings.
• Cowboys ClubminorGTM or Marketing PartnerCowboys Club is an on-campus partner amenity within The Star district, part of the Visit section navigation on the website.
• Cowboys FitminorGTM or Marketing PartnerCowboys Fit is an on-campus fitness partner amenity at The Star, listed in the Visit section.
• Whataburger Friday Night StarsminorGTM or Marketing PartnerWhataburger Friday Night Stars is an event/programming partnership at The Star, listed in the Visit section.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AT&T Stadium: AT&T Stadium in Arlington, TX is the Cowboys' game-day venue and the closest large-scale competitor for major DFW corporate events, galas, and trade shows. Both venues share the Cowboys brand ecosystem and compete for the same enterprise event book.
• Gaylord Texan Resort & Convention Center: Major DFW integrated resort-convention venue competing directly for corporate meetings, association conferences, and large-scale galas. Comparable in offering all-in-one event space, lodging adjacency, and dining within a single destination.
• Kay Bailey Hutchison Convention Center: Dallas's primary convention and exhibition facility, competing for trade shows, association conferences, and large galas in the same DFW market. Both venues target association and corporate event planners with comparable attendee capacity.
• ESPN Wide World of Sports Complex: Disney-operated multi-sport complex hosting amateur tournaments, corporate events, and team activities. Similar integrated sports campus model with events, retail, and visitor experiences tied to a major brand.

Regional players

• American Airlines Center: DFW arena hosting concerts, sporting events, and large-scale corporate functions. Operates in the same regional DFW event market and competes for entertainment-driven corporate bookings.
• Globe Life Field: Arlington-based multi-purpose venue hosting corporate events, conferences, and social functions. Comparable in serving the DFW market for large-scale events with a sports-anchored brand.
• Lucas Oil Stadium: Indianapolis NFL stadium hosting corporate events, trade shows, and conventions comparable in scale and event-hosting model. Demonstrates the broader NFL venue diversification into non-game-day revenue.

Broad incumbents

• Gaylord National Resort & Convention Center: Large integrated resort convention venue under the Gaylord brand. Directly comparable as a destination-style facility combining event space, lodging, dining, and entertainment under one roof for conferences and galas.
• SoFi Stadium & Hollywood Park: Integrated sports and entertainment destination combining an NFL/NCAA stadium with retail, dining, hotel, and event venues. Comparable as a brand-anchored multi-use destination pursuing corporate events alongside sports operations.

Emerging players

• Topgolf Entertainment Group: Sports-themed entertainment venue offering events, group bookings, and branded experiences. Comparable in monetizing a sports property through corporate events, birthdays, and group social experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thestarinfrisco
• Xx.com/thestarinfrisco
• Facebookfacebook.com/thestarinfrisco
• LinkedInlinkedin.com/company/the-star-in-frisco

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Star in Frisco