Toyota Music Factory – New Venue Naming Rights


Selling naming rights for a 17-acre world class entertainment complex (concert venue, restaurants, retail and offices) located in the heart of the Dallas-Fort Worth Metroplex


While there were 18 independently operated restaurant/retail tenants onsite to maintain partner marketing rights within, securing approval on marketing assets from the city of Irving and Las Colinas that would drive the value for naming rights partner.

The Legends Global Partnerships team engaged both Legends Hospitality – concessionaire for The Pavilion at Toyota Music Factory (Live Nation operated amphitheater) and Legends Global Planning – valuation and feasibility – to get this done. 

A campaign was developed around the “power of music” and that A-List entertainers across Texas and Oklahoma would be directed to this venue through our relationship with Live Nation. The team showcased that the year-round indoor/outdoor theater with three concert seating modalities (intimate theater 2,500; indoor theater 4,000; amphitheater 8,000) could attract a diverse audience from the 100+ events annually.


Toyota Motor North America announced their naming rights partnership on September 2017, and The Pavilion at Toyota Music Factory exceeded 116 publicly ticketed shows in Year 1 and 2.


Irving’s Premier Entertainment Venue Re-Named Toyota Music Factory