The Shops at Starwood begins work on retail center expansion

Dee said Whitestone developed the business model after noticing a shift in consumer behavior that led to a higher percentage of people shopping online. The model works by providing local consumers a unique shopping and dining experience close to their homes, he said.

“All of these projects on the $5 Billion Mile are exciting. They are going to bring a lot of things to the city. [The Shops at Starwood expansion] is going to be another cherry on the top of that pie.”

—Jeff Cheney, Frisco City Council member

“Our tenants’ success is paramount to us,” Dee said. “We form a partnership. In our community center model, it works as a partnership so that we’re bringing customers to their businesses, and they’re feeding their customers with unique products and services.”

Tony Felker, Frisco Chamber of Commerce president, said with the large developments under construction in the $5 Billion Mile, The Shops at Starwood’s concept helps connect small businesses with nearby residents and helps support larger businesses.

Felker said 80 percent of the business community is made up of small businesses, like what is found at The Shops of Starwood. This makes up the majority of the local workforce, he said.

“At the end of the day, it’s also small business that makes a difference in the community,” Felker said.

Cheney said The Shops at Starwood also serves an important role in serving Frisco residents.

“Our residents are kind of tired of the chains,” he said. “They want more unique experiences and more destination-type dining.”

Exline said he is looking to continue a similar mix of businesses in Phase 3 seen in the first two phases by drawing traditional retail, unique restaurants and boutiques.

He said shoppers like The Shops at Starwood’s one-of-a-kind stores.

“It’s not like going into one of your chain stores,” Exline said about the development’s businesses. “It’s kind of like a nice, small community in a big city.”