Five new shops and restaurants will soon open at The Star in Frisco, replacing a number of now-shuttered businesses. In addition, construction on a new 11-story, 313,000-square-foot office tower at the corner of Dallas North Tollway and Cowboys Way is expected to be complete in early 2023.
Chad Estis, executive vice president of business operations for the Dallas Cowboys, said the team at The Star is working to create new ways for residents, commuters and football fans to experience the team—the same motivation he said the Cowboys had when the 91-acre mixed-use project first opened in 2016.
“As we evolve, as we build a new office building or we add tenants to the district, we’re just trying to enhance those opportunities,” Estis said. “We’re bringing some best-in-class tenants that will just continue to create new and fun experiences.”
‘In it to win it’
Sheree and Derek Simms, owners of J.Theodore Restaurant & Bar and Rare Books Bar in Frisco, said a recent night out for dinner at The Star led to their decision to open two new concepts there.
The Glen will feature seafood and performances by aerial artists. It will be next door to Monarch Stag, a whiskey and cigar lounge. Both are slated to open in April, according to the Simmses.
The couple had just finished dining at The Star and said they noticed several others outside, looking to see where the night would lead them. They, too, sought a transition from dinner to nightlife that catered to 30-somethings with drinks, “maybe dancing if you want” and space to lounge, Sheree said.
“There were so many people trying to do something there, and there was really a lack of product,” Derek Simms said.
Meandering around The Star led to inspiration when the Simmses peeked inside an open suite on Winning Drive, appraising its size for The Glen and Monarch Stag. They said phone calls to real estate agents and coordination with The Star sealed the deal.
“They are in it to win it, and we feel that they have really stood behind us,” Derek Simms said of The Star.
The Simmses specialize in the “dinner and after-dinner” transition, they said, mentioning how J.Theodore and Rare Books have “totally different vibes” despite being in the same building. The Glen and Monarch Stag will follow a similar model, since the suite on Winning Drive will be divided into two spaces.
“What we’re excited about is this new feel is going to be like this cool, chic, intimate spot, because we’re dividing it into two restaurants,” Sheree Simms said.
Venues that closed at The Star in 2021 include Trophy Park Sports Lounge and Tri Tip Grill. Estis said it is natural for some businesses to shut down. Moreover, he said the COVID-19 pandemic likely led to some of the closures.
In 2022, The Glen and Monarch Stag will be joined by Lombardi Cucina Italiana, Snowbird Cocktail Lounge & Kitchen and Sidecar Social, according to The Star. In addition, Roti Grill will move from its original location on Winning Drive to a larger space on Gaylord Parkway.
“Some shuffling is normal. I think if you look around at most entertainment districts ... naturally, you’re going to see that,” Estis said. “But I think our focus on the future is finding great operators and great operator partners.”
The halo effect
Estis said the new office tower in Phase 4 of development at The Star could result in more people spending time at The Star and the Omni Frisco Hotel.
Plans for the tower include an 8,000-square-foot amenity lounge with a deck alongside a 100-seat conference center. The attractions in The Star District are drawing the attention of companies nationwide, Estis said. In addition to the shopping and dining district, The Star in Frisco is home to Baylor Scott & White Sports Therapy at the Star and the headquarters for Keurig Dr Pepper.
“The more office space we build on The Star, that’s creating some density with people that are obviously then going to utilize all elements of The Star,” he said.
Mayor Jeff Cheney owns Cheney Group at Monument Realty, which is located inside an existing corporate building at The Star. He said the sheer presence of The Star lends itself to what many city leaders expect to happen with the PGA Frisco development: a halo effect.
The perfect case in point offered by the mayor was the development of the Frisco Station corporate campus right next to The Star. Cheney said original plans for the complex called for one single low-rise office building. Now, the 55-acre site has completed three of five planned office buildings and boasts the Canyon East park and trail system.
“The Dallas Cowboys are the No. 1 brand in the world, so you can’t get much bigger than that,” Cheney said. “Because of The Star going on the corner, [Frisco Station has] transformed into a multibillion-dollar vision.”
Cheney added that the 20-year, $7 billion master plan for redevelopment at Hall Park was influenced by The Star. Hall Group’s eventual new office tower, boutique hotel and programmed park will complement the future performing arts center.
The arts center, projected to cost $67 million, is funded by a public-private partnership among Hall Group, the city of Frisco and Frisco ISD. It will be directly across from the Huddle sculpture at The Star.
“That’s going to really create a unique district where it’s blending the world of sports and art,” Cheney said.
Regional growth
Danilo Dinardo, vice president of Lombardi Family Concepts, said his company has studied growth and development in the region north of Dallas for over 45 years.
Lombardi Cucina Italiana is expected to open at The Star in mid-February. Dinardo said to expect authentic Italian cuisine and a selection of wines.
He added that The Star was “ahead of its time” when it first opened in 2016. Dinardo said most mixed-use developments need some years to “get where they need to be.”
Now, with an array of new attractions opening soon at The Star that the restaurant group believes in, Dinardo said The Star’s focus on new offerings convinced his company to sign on the dotted line.
“We decided to partner [with The Star] because of the new vision that they had for the plaza,” Dinardo said. “We figured it was the best spot for us to put a new concept and a 45-year anniversary showcase piece.”
Lombardi Family Concepts is based in north Dallas, but Dinardo said The Star over the next few decades is going to find itself standing among ambitious developments such as the Fields entertainment district and PGA Frisco. He predicts the city will be the eventual “epicenter of the metroplex.”
Estis said the Cowboys feel positive about the continued interest at The Star. Announcements on future offerings at the entertainment district are still pending, he said.
About 30 acres of land at The Star still remain undeveloped, he said, which could also result in expanded space for The Star District if “the time was ever right.”
“I don’t know if we could have ever thought ... that we would see the massive growth of everything around us,” Estis said. “I just think it bodes very well for long-term success of our tenants in the retail district.”
