Hunt Sports Development has partnered with Peak Curated Development and Venu Holding Corporation to develop a mixed-use district on the east side of Toyota Stadium and Soccer Center in Frisco.
The district is set to include restaurants, a boutique hotel and a convention center and is slated for groundbreaking in 2027, according to a Hunt Sports Development Sept. 22 news release.
“Toyota Stadium has long served as the anchor for this campus,” FC Dallas President Dan Hunt said in the release. “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.”
The breakdown
The first phase of the planned project will feature an approximately 290-room boutique hotel and more than 40,000 square feet of convention, event and meeting space. The hotel will be designed to accommodate a full-service restaurant and bar, a rooftop bar and lounge, a spa, a fitness center and other guest-focused amenities.
According to the release, the development’s “highly flexible” convention center will feature more than 25,000 square feet of meeting space, including a 15,000-square-foot ballroom that can be divided into smaller breakout rooms or configured for traditional conferences and conventions. The space can also be converted into a music hall or live entertainment venue with capacity for up to 3,000 people.
The mixed-use district accounts for more than $1 billion in private investment and could funnel visitors and revenue into Frisco’s Rail District and support small businesses, city officials previously said.
Diving deeper
The announcement comes as Toyota Stadium undergoes a $215 million renovation, which began in March 2025. The stadium’s renovated east side opened Sept. 5, 2026, with the full renovation expected to be completed in spring 2028.
The mixed-use district will complement 20 acres of multi-phase Class A office buildings on the stadium’s west side, which will complete its first phase in 2028.
An additional $9.26 million in upgrades for seating bowl remediation and stadium Wi-Fi improvements was approved in April. The stadium renovations are scheduled to be completed before construction on the mixed-use development is finished.
What they’re saying
“Nearly three decades ago, my dad, Lamar Hunt, worked with the City of Frisco to build a stadium surrounded largely by farmland. He had a vision that someday it would become the center of a vibrant community,” said Clark Hunt, FC Dallas chairman and CEO, in the release. “Today, it is our honor to build upon our dad’s legacy and help bring that vision to life.”
“We’re excited for what the future holds for Hunt Sports Development, Toyota Stadium and FC Dallas,” Frisco City Manager Wes Pierson said in the release. “Since Frisco first penned our public-private partnership, FC Dallas has been a valued partner in our community. This project helps ensure the team and stadium will have a positive economic and community impact for generations to come.”
“The Hunt family has spent decades building sports, hospitality, and real estate assets across the country, and FC Dallas and Toyota Stadium have always been at the center of that legacy in Frisco,” said J.W. Roth, VENU founder, Chairman and CEO, in the release. “The hotel and convention center will bring life to the Toyota Stadium campus every day of the year, and this partnership is built for long-term success.”
What else to know
The announcement comes just over two years after Frisco City Council’s public-private partnership with FC Dallas was launched, funding a $182 million refresh on Toyota Stadium, which is intended to help the stadium compete in securing the 2031 Women’s World Cup.
Since opening in 2005, Toyota Stadium and Soccer Center has served as the home of FC Dallas and hosted major concerts, U.S. women’s national team matches, training sessions and a base camp for the 2026 FIFA World Cup, as well as 15 consecutive NCAA Division I Football Championship games. The stadium also serves Frisco ISD through a public-private partnership.
The names and brands of the hotel, restaurant and convention center have not been announced.
