Ford Center At The Star Case Study



In August 2013, the Dallas Cowboys announced plans for “The Star,” a new world headquarters for the team in Frisco, Texas. Prior to the 2016 opening of this $300 million, 91-acre mixed-use development facility, they contracted Legends Global Planning to conduct market studies, manage the site development and generate a sound financial plan to set them on a path to success.


Using proprietary methodologies, the Global Planning team delivered the requisite research, financial analysis and project management services to steer the successful development and launch of the new facility. Our suite of services included:

  • Full-service site project management
  • Inventory creation and asset analysis
  • Identification and development of iconic landmarks
  • Development of experiential marketing opportunities
  • Individual asset and platform valuations
  • Strategic plan for new and added-value partnerships
  • Revenue projections over a 10-year period


Based on the work and data-focused foundation developed by Legends Global Planning, the Star today shines as a rare jewel in the crown of world-class sports stadiums. Ideally situated on a $5 billion mile of various developments along the Dallas North Tollway in Frisco, the Cowboys’ ROI-generating headquarters include:

  • The Ford Center— a 12,000 seat, 510,000 square foot indoor stadium that is a unique public-private partnership between the Dallas Cowboys, Frisco Independent School District and the City of Frisco. This indoor stadium venue hosts a portion of the Cowboys training camp, practices throughout the year, FISD high school events, concerts, conventions & tradeshows, and more
  • A 60,000-square foot fitness center
  • A luxury, 300-room Omni Frisco Hotel
  • An entertainment district with numerous restaurants, shops, medical facility and more