The 60th Academy of Country Music (ACM) Awards, held May 8 at the Ford Center at The Star, generated an estimated $28.7 million in economic impact for Frisco and the surrounding region, according to Visit Frisco.
Josh Dill, assistant executive director of Visit Frisco, said the total economic impact, encompassing both in-state and out-of-state visitors, included $21.5 million in direct spending and $7.2 million in secondary spending.
We estimate that 83% of the attendees stayed in hotels, with 62% of the visitors coming from outside the state of Texas,” said Dill.
The event drew an estimated 14,000 attendees to the awards show and approximately 5,000 to the Country Kickoff shows on May 6-7. Dill credited the public-private partnership between the city and the Dallas Cowboys, noting that the event “would have never happened” in Frisco without it.
Marking its third consecutive year in Frisco, the 2025 ACM Awards have positioned the city as a strong contender to host future events, though no agreements are currently in place. The event’s success also enhances Frisco’s appeal for other high-profile events typically drawn to cities like Nashville or Las Vegas.
“Our team at Visit Frisco is committed to supporting our wonderful community partners to continue to bring high-impact events that put Frisco on the national and international stage and contribute to the economic vitality of our community,” explained Dill.
The economic influx from the ACM Awards underscores Frisco’s growing reputation as a destination for major entertainment events, bolstered by its infrastructure and strategic partnerships. The event not only filled hotels but also drove spending at local businesses, reinforcing the city’s economic vitality and its potential to attract global audiences.