Toyota Stadium’s transformation is getting considerably bigger.
Hunt Sports Development announced Tuesday plans for a new mixed-use district east of Toyota Stadium and the Toyota Soccer Center in Frisco, with the first phase featuring an approximately 290-room boutique hotel, rooftop bar, spa and a flexible event venue capable of becoming a 3,000-person music hall.
The September 22 announcement says Hunt Sports Development is partnering with Peak Curated Development and Venu Holding Corporation on the project, which is scheduled to break ground in 2027.
The development will sit opposite a separate multi-phase office complex planned west of the stadium that is expected to contain more than 1 million square feet of premium office space.
“Adding hospitality, dining and live entertainment will build on that foundation and continue to make this one of North Texas’ most active year-round destinations,” FC Dallas President Dan Hunt said in the announcement.
Hotel, Rooftop Bar And Music Hall Planned
The first phase will center on an approximately 290-room boutique hotel and more than 40,000 square feet of convention, meeting and event space, according to Hunt Sports Development’s announcement.
Plans call for the hotel to include a full-service restaurant and bar, rooftop bar and lounge, experiential spa and fitness center.
The adjoining convention and event center will feature more than 25,000 square feet of dedicated meeting space.
At its center will be a 15,000-square-foot ballroom that can be divided for conferences and meetings or reconfigured into a roughly 3,000-person music hall and live-entertainment venue.
Developer Cameron Gunter said the project is intended to attract larger events from across the region and beyond.
The partners said the goal is to transform the Toyota Stadium campus into a destination active throughout the week rather than only when FC Dallas is playing.
Toyota Stadium Renovation Now Pegged At $215 Million
Tuesday’s announcement also places the ongoing renovation of Toyota Stadium at $215 million and says work remains on schedule for completion in spring 2028.
That figure is higher than the $182 million renovation approved by Frisco City Council in September 2024.
The Dallas Express reported at the time that the original agreement called for $182 million in improvements, including approximately 3,400 additional seats, shaded seating, upgraded club and luxury-suite areas and new broadcast and press facilities.
The City of Frisco’s original announcement likewise put the approved stadium improvements at $182 million.
Tuesday’s release does not explain the reason for the higher $215 million figure.
DX later reported that construction was underway as FC Dallas and Toyota extended their stadium naming-rights partnership.
Billion-Dollar Development Vision Grows
The hotel and entertainment announcement builds on a much larger redevelopment effort surrounding Toyota Stadium.
When Frisco approved the stadium agreements in 2024, the city also outlined a mixed-use development expected to generate more than $1 billion in private investment once fully developed.
The city’s plans included a hotel, restaurants and retail, multifamily housing, Class A office space and parking structures.
The newly announced east-side district adds more detail to that evolving vision.
Hunt Sports Development said the development will complement the planned office district west of Toyota Stadium, which is expected to eventually contain more than 1 million square feet of premium office space.
The partners said the broader campus is intended to serve residents, businesses, sports fans and visitors throughout North Texas.
From Farmland To Entertainment District
The project also represents another stage in the transformation of an area that looked very different when Toyota Stadium opened in 2005.
“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 Tuesday’s announcement. “He had a vision that someday it would become the center of a vibrant community.”
Toyota Stadium and Soccer Center now covers approximately 145 acres and includes 17 tournament-grade fields and the National Soccer Hall of Fame.
The facility has hosted professional and international soccer, concerts and NCAA championship football.
It also became part of North Texas’ FIFA World Cup infrastructure this summer.
The Dallas Express reported in June that Sweden used Toyota Stadium as its official team base camp during the 2026 World Cup after the venue was selected as one of the region’s training sites.
Frisco Doubles Down On Sports And Entertainment
The new development further reinforces Frisco’s strategy of building hospitality, entertainment and commercial development around major sports properties.
The city already hosts The Star, the Dallas Cowboys’ headquarters and training complex, as well as PGA of America’s headquarters and a growing collection of professional sports organizations and facilities.
Frisco City Manager Wes Pierson said the newly announced project is designed to extend the economic impact of Toyota Stadium well beyond FC Dallas matches.
The east-side district is scheduled to break ground in 2027, while the $215 million stadium renovation is expected to be completed in spring 2028.
If those plans remain on schedule, fans arriving at Toyota Stadium in the coming years could find something far different from a traditional soccer complex: a district combining professional sports with a boutique hotel, rooftop nightlife, restaurants, convention business and a live-music venue capable of holding thousands.
