Toyota Stadium district adds hotel, convention and music venue

A year-round play beyond matchday

Hunt Sports Development has joined Peak Curated Development and Venu Holding Corp. to build a hospitality and entertainment district on the east side of Toyota Stadium in Frisco, Texas. Groundbreaking is planned for 2027, with a roughly 290-room boutique hotel and more than 40,000 square feet of convention, meeting and event space in the first phase.businesswire +1 The project would sit beside FC Dallas’ home ground while a separate office campus advances to the west.

The hotel plan includes a restaurant and bar, rooftop lounge, spa and fitness center.bizjournals More than 25,000 square feet would be dedicated meeting space, including a 15,000-square-foot ballroom that can be divided for conferences or converted into a 3,000-person music hall.bisnow That flexibility is central to the partners’ pitch: drawing visitors on weekdays and outside the Major League Soccer calendar.

A bigger transformation already under way

The east-side proposal lands amid a $215 million overhaul of Toyota Stadium, scheduled for completion in spring 2028. The renovated east side opened on September 5, while work continues on the north and west sides; planned improvements include more seats, upgraded clubs and suites, rebuilt concourses and new broadcast systems.constructionreviewonline +1

Across the stadium, a planned office complex could ultimately exceed 1 million square feet. Its first phase is expected to deliver a 205,000-square-foot building, extending the campus from a sports venue into a broader business and visitor destination.constructionreviewonline Together, the hotel, event space, offices and stadium renovation are designed to keep the 145-acre campus active well beyond FC Dallas games.businesswire

Ambition meets unanswered details

The announcement did not disclose a budget for the new hotel and event complex or a completion date. It also left unclear whether apartments and retail envisioned in a 2024 development agreement remain in the longer-term plan. That earlier framework contemplated a 200-room hotel, at least 200 residential units and 30,000 square feet of retail and restaurant space, supported by as much as $25 million in performance-based infrastructure incentives.constructionreviewonline

The latest design is more ambitious on hotel rooms and event capacity, but its 2027 start remains a target rather than a finished financing or construction milestone. For Frisco, the upside is a stronger convention and entertainment draw around an established sports anchor. The test will be whether the partners can translate the renderings and partnership announcement into a district that produces steady demand between matches and major events.