COMERICA CENTER
Comerica Center is a privately held multi-purpose sports and entertainment venue in Frisco, Texas, hosting 120+ events annually for professional sports tenants (Texas Legends, Dallas Pulse), touring entertainment, and corporate clients.
- Company typePrivate
- Founded2003
- HeadquartersFrisco, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What COMERICA CENTER does
Comerica Center is a privately held, multi-purpose entertainment and sports venue located in Frisco, Texas, owned and operated through Dallas Stars Entertainment affiliated limited partnerships (DSE Hockey Club, L.P. and DSE Hockey Centers, L.P.). The facility, originally opened in 2003 as Deja Blue Arena at StarCenter, was substantially renovated in 2013 through a public-private partnership between the Dallas Stars, the City of Frisco, and Frisco ISD, which nearly doubled capacity from 3,500 to over 6,000 seats. The venue hosts 120+ events annually and welcomes more than 250,000 guests, including home games for the Texas Legends (Dallas Mavericks NBA G-League affiliate) and the upcoming Dallas Pulse (Major League Volleyball) beginning in the 2026 season, alongside Dallas Stars practice operations, concerts, family shows, corporate events, graduations, and tournaments.
The venue's technical platform centers on a configurable physical layout supporting half-house, end-stage, and quarter-house configurations with capacity ranging from 3,500 (basketball) to 6,700 (concerts). Technology infrastructure includes four 30'x12' LED video screens, eight 1408x256 LED ad panels, a 4,512x96 ribbon board, a state-of-the-art sound system, and 12 private suites plus the 200-person Choctaw Club Lounge. The facility operates as a fully cashless venue and runs on Ticketmaster as its primary ticketing platform. Parking comprises two garages with approximately 2,100 total spaces. The venue holds GBAC STAR Facility Accreditation for cleaning, disinfection, and infectious disease prevention protocols.
Comerica Center generates revenue through six interlocking streams: ticket sales (consumer events from $10 to $20+), premium suite and Choctaw Club Lounge rentals, food and beverage concessions operated by partner RS3 (including Fairlane's, Coop & Kennel, Texas Legends Bar, Franks Dogs and Sausages, Rojo's, and Blue Bunny), event and venue rental for corporate clients (with documented enterprise clients including Toyota and AdvoCare), parking ($5-$15 per vehicle), and sponsorship arrangements anchored by title sponsor Comerica Bank alongside partners Coca-Cola, Choctaw Casinos, and Sandman Signature Hotel. Distribution is omnichannel: Ticketmaster for consumer ticketing, direct sales for groups and premium seating, on-site box office, and corporate booking via website forms. Management oversight is provided by a six-person team led by General Manager Michael Landin.
COMERICA CENTER firmographics
Firmographics- Name
- COMERICA CENTER
- Legal name
- DSE Hockey Club, L.P.
- Website
- https://comericacenter.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Comerica Center is a privately held multi-purpose sports and entertainment venue in Frisco, Texas, hosting 120+ events annually for professional sports tenants (Texas Legends, Dallas Pulse), touring entertainment, and corporate clients.
- Ownership category
- akta.pro rank
COMERICA CENTER industry classification
Industry- Product category
- Sports & Entertainment Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)
- akta.pro secondary industries
- Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Venue Infrastructure & Managed Services (Network, PCs, Maintenance, A/V, IT Ops) (MPAFALAK)
Keywords
Where COMERICA CENTER is headquartered
LocationHeadquarters
- HQ city
- Frisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
COMERICA CENTER business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Ticket Sales: Revenue from ticket sales for sporting events, concerts, family shows, and other entertainment events through Ticketmaster and the venue box office
- Premium Suite Rentals: Event suite rentals accommodating groups up to 14 guests, available for Texas Legends games and other events. Includes full service from attendant and food & beverage catering through RS3
- Choctaw Club Lounge Rentals: Private event space rental for corporate meetings, happy hours, VIP events, luncheons, and holiday parties accommodating up to 200 people with full catering from RS3
- Concessions and Food & Beverage: Food and beverage sales through multiple concession stands including Fairlane's, Coop & Kennel, Texas Legends Bar, Franks Dogs and Sausages, Rojo's, and Blue Bunny. New concessionaire RS3 provides catering for events
- Event Booking and Venue Rental: Revenue from hosting external events including corporate events, trade shows, graduations, and conventions. Bookings available for halfhouse, end stage, and quarter-house configurations
- Parking: Revenue from parking fees ranging between $5 and $15 in the venue's two parking garages with approximately 2,100 total spaces
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | General admission tickets for events |
| One time/ perpetual license | Pay-as-you-go | LSC Basketball Championship tickets |
| One time/ perpetual license | Pay-as-you-go | M.M. Keeravaani Live Concert |
| One time/ perpetual license | Pay-as-you-go | Compete 4 Cause Classic: LSU vs. SMU |
| One time/ perpetual license | Pay-as-you-go | MLV Championship tickets |
| One time/ perpetual license | Multi-year contract | Suite Rental |
| Other | Pay-as-you-go | Premium Suite Catering |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
COMERICA CENTER product offering
Product offeringCore offering
Comerica Center is a multi-purpose arena in Frisco, Texas that hosts concerts, family shows, sporting events, corporate meetings, and graduation ceremonies. The venue offers flexible seating configurations ranging from 3,000 to 7,000 guests, premium suite-level amenities, and full-service event production including audio-visual support and catering. It serves as the home venue for the Texas Legends (NBA G League) and Dallas Pulse volleyball, and operates as a practice facility for the Dallas Stars NHL organization.
Product overview
Comerica Center is a multi-purpose entertainment venue in Frisco, Texas that offers event hosting services, premium seating options, and sports entertainment. The venue provides suite rentals and the Choctaw Club Lounge for premium experiences, hosts Texas Legends basketball games and Dallas Pulse professional volleyball as its primary sports tenants, and operates food and beverage concession services through RS3. The facility welcomes over 250,000 guests annually across more than 120 events.
Differentiator
Problem solved
Functional benefit
Products and services
- Corporate Event Venue Rental
Quantifiable outcome
- Over 250,000 guests welcomed annually
- +2 more outcomes
Companies that use COMERICA CENTER
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
COMERICA CENTER technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
COMERICA CENTER partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- ComericaflagshipTitle sponsor of Comerica Center. Comerica is a financial services company providing banking and financial services.
- RS3coreFood and beverage concessionaire providing state-of-the-art catering services at Comerica Center. RS3 provides gourmet hot dogs, craft pizza, burgers, and expanded beer, wine, and spirits selection throughout the arena.
- Coca-ColacoreOfficial beverage partner providing soft drinks and other beverages for concession stands and events.
- City of FriscocorePartnership between Dallas Stars, City of Frisco, and Frisco ISD for the original facility development and major renovation that doubled capacity from 3,500 to over 6,000.
- Choctaw CasinoscoreNaming rights partner for the Choctaw Club Lounge within Comerica Center.
- Dallas StarsflagshipNHL hockey team whose executive offices and practice facility are located at Comerica Center. The partnership includes hosting training camps, prospect games, and other Stars-related events.
- Texas LegendsflagshipDallas Mavericks NBA G-League affiliate whose home games are played at Comerica Center. The venue hosts their 50-game schedules with 24 home games.
- Dallas PulsecoreNorth Texas' first women's professional volleyball team competing in Major League Volleyball. Home games at Comerica Center beginning 2026 season.
- TicketmastercorePrimary ticketing platform for all Comerica Center events. Tickets sold through Ticketmaster.com and venue's Ticketmaster account.
- Dallas Stars FoundationminorNon-profit foundation affiliated with Dallas Stars that benefits from events and partnerships at Comerica Center.
- Sandman Signature HotelminorPreferred hotel of the Dallas Stars and Comerica Center. 233-room hotel in Plano-Frisco area with meeting facilities and proximity to the venue.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
COMERICA CENTER competitors and assessment
Company assessmentDirect peers
- Dickies Arena: Fort Worth multi-purpose arena (~14,000 seats) hosting concerts, family shows, and Fort Worth Stock Show & Rodeo events. Closest like-for-like competitor in the DFW region for mid-tier touring acts and corporate bookings.
- Frost Bank Center: San Antonio's multi-purpose arena (~18,000 seats), home to the Spurs and host to major concerts and family shows. Directly comparable in scale, programming mix, and Texas-market touring-act routing logic.
- Texas Trust CU Theatre: Mid-sized (~7,000 capacity) Grand Prairie theater venue used for concerts, family shows, and touring productions in the DFW market. Competes for the same secondary routing of mid-tier tours that cannot fill American Airlines Center.
- Toyota Center: Houston's NBA Rockets home arena (~18,000 seats) hosting major concerts, family shows, and sporting events. Comparable Texas-market multi-purpose arena with similar anchor-tenant-plus-touring-show business model.
- H-E-B Center at Cedar Park: Austin-area multi-purpose arena (~8,000 seats) hosting AHL hockey (Texas Stars), concerts, and family shows. Similar in capacity profile to Comerica Center and overlaps in sports-anchor-plus-touring-show programming.
- Ford Center at The Star: Smaller indoor venue inside The Star complex in Frisco (~12,000 capacity), also in the SportsCity USA corridor. Competes with Comerica Center for Frisco-area events, soccer matches, and corporate gatherings.
- Moody Center: University of Texas-area multi-purpose arena in Austin (~15,000 seats) hosting concerts, family shows, and Longhorns basketball. Direct Texas-market competitor for touring acts deciding between Dallas and Austin stops.
- American Airlines Center: Multi-purpose arena in Dallas that hosts NBA/NHL games and major touring concerts at a much larger scale (~20,000 seats). Direct competitor for the same DFW corporate events, premium hospitality demand, and touring act routing decisions.
Regional players
- Payne Arena: Multi-purpose arena in Hidalgo, Texas (~6,500 capacity) hosting concerts, rodeos, and touring shows. Comparable size and programming format to Comerica Center but serves South Texas/Mexico border market rather than DFW.
Others
- Oak Cliff Brewing / Local DFW Entertainment District Venues: Local entertainment ecosystem (restaurants, hotel partners like Sandman Signature) that share attendees with Comerica Center; included as an adjacent ecosystem peer since the venue explicitly partners with Sandman Signature as its preferred hotel and relies on the broader Frisco entertainment district for visitor appeal.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
COMERICA CENTER social profiles
Digital presenceCOMERICA CENTER compliance and trust
Trust signalCompliance1 record
COMERICA CENTER financial estimates
Financial estimateRevenue estimate
Valuation estimate
COMERICA CENTER leadership team
Management profileNumber of profiles
Profiles6 records
COMERICA CENTER funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
COMERICA CENTER M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about COMERICA CENTER
What does COMERICA CENTER do?
Comerica Center is a multi-purpose arena in Frisco, Texas that hosts concerts, family shows, sporting events, corporate meetings, and graduation ceremonies. The venue offers flexible seating configurations ranging from 3,000 to 7,000 guests, premium suite-level amenities, and full-service event production including audio-visual support and catering. It serves as the home venue for the Texas Legends (NBA G League) and Dallas Pulse volleyball, and operates as a practice facility for the Dallas Stars NHL organization.
Is COMERICA CENTER a public or private company?
COMERICA CENTER is a private company. It is classified as corporate owned and is currently operating.
When was COMERICA CENTER founded?
COMERICA CENTER was founded in 2003. It employs 1 to 10 people.
Where is COMERICA CENTER based?
COMERICA CENTER is headquartered in Frisco, United States, in the North America region.
How does COMERICA CENTER make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are premium Suite Rentals, choctaw Club Lounge Rentals, concessions and Food & Beverage, event Booking and Venue Rental and parking.
Who are COMERICA CENTER's main competitors?
Direct peers on record are Dickies Arena, Frost Bank Center, Texas Trust CU Theatre, Toyota Center, H-E-B Center at Cedar Park, Ford Center at The Star, Moody Center and American Airlines Center. Payne Arena is listed as a regional player. Oak Cliff Brewing / Local DFW Entertainment District Venues is listed as an others.
Does COMERICA CENTER have an API?
No public API is recorded for COMERICA CENTER.
What industry is COMERICA CENTER in?
COMERICA CENTER's product category is Sports & Entertainment Venue. Its primary akta.pro industry code is THAHAAAF, Sports & Arena Event Venues (Stadiums, Arenas), with a secondary code of MPAIAFAL, Event Operations & Venue Services (Box Office, FOH/BOH, Concessions). Its NAICS code is 71131 and its SIC code is 7990.