A 92-acre development owned by Bluestar, a company held by Dallas Cowboys’ owner Jerry Jones. At the heart of the project is the new Cowboys’ World Headquarters and training facility. The site also encompasses a variety of entertainment, office, hotel, medical, and retail uses. 

The main venue contains a multi-use event center that the Cowboys share with the City of Frisco for a variety of entertainment purposes including “Friday Night Lights” for all Frisco high school football games. A large-scale public plaza is a feature element of the Cowboys Headquarters.

South of the core development is a unique retail destination that is home to several upscale restaurants and retail establishments which feature the signature Cowboys’ experience. A layered streetscape features rich planting, pedestrian spaces, fountains, lawns, and flexible event areas.