It’s kind of wild when you think about it. Most NFL teams hide away in secretive, suburban fortresses during the week. You might see a grainy highlight of a practice on the local news, but otherwise, the "work" of football happens behind closed doors. Jerry Jones basically looked at that model and decided it was boring. He built the Ford Center at The Star in Frisco, and honestly, it changed the relationship between a city and its team forever.
The Star isn’t just a headquarters. It’s a 91-acre campus where the Dallas Cowboys share a locker room wall with high school kids. Seriously.
If you’ve ever driven down the Dallas North Tollway, you can’t miss it. It’s this massive, shimmering beacon of glass and steel. But the heart of the whole operation is the Ford Center, a 12,000-seat indoor stadium that feels way more intimate than it has any right to be. It’s a partnership that sounds like a marketing gimmick on paper—the City of Frisco, the Frisco Independent School District (FISD), and the Cowboys all sharing one roof—but in practice, it’s a masterclass in urban planning and sports business.
What the Ford Center at The Star in Frisco Actually Is (and Isn't)
People get confused. They think it’s where the Cowboys play their games. It’s not. That’s AT&T Stadium in Arlington, which is a whole different beast. The Ford Center is where they live. It’s their practice facility. Their office. Their war room.
But here is the kicker: the Cowboys only use it for a fraction of the year. The rest of the time, it belongs to the community.
When the deal was inked back in 2013, it was a $255 million project. Frisco ISD put up $30 million. The city and its development arms put up another chunk, and the Cowboys covered the rest (and any overages). In exchange, every single high school in Frisco gets to play games here. Think about that for a second. A 16-year-old kid gets to run a post route on the same turf where Dak Prescott was throwing passes three hours earlier.
The facility is a 510,000-square-foot behemoth. It houses the "War Room" where the NFL Draft happens for the Cowboys, which looks more like a NASA command center than a sports office. There are three outdoor grass fields and the massive indoor turf field. It’s LEED Gold certified, if you’re into the sustainability side of things, but most people just care about the giant 2,270-square-foot video board that hangs over the field. It’s huge.
Why "The Star" Concept Flipped the Script
Usually, practice facilities are "dead zones." You build them, you put a fence around them, and the public stays away. Frisco did the opposite. They built a "District" around the Ford Center at The Star in Frisco.
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You’ve got the Omni Frisco Hotel right there. You’ve got Tostitos Championship Plaza, which is basically a 50-yard outdoor turf field where kids just run around and play touch football while their parents eat dinner at nearby restaurants like Neighborhood Services or Cane Rosso. It creates this weirdly seamless blend of professional sports and Sunday afternoon leisure.
The Economic Impact is Real
Frisco is one of the fastest-growing cities in America, and a lot of that momentum is tied to this specific corner of Warren Parkway and the Tollway. It’s not just about football; it’s about the "halo effect."
- Corporate Relocation: Companies like Keurig Dr Pepper moved their headquarters nearby because being "next to The Star" has a certain prestige.
- Sports Medicine: Baylor Scott & White Health opened a massive sports medicine center on the campus. They aren't just treating pro athletes; they’re treating the high school kid who tore their ACL on a Friday night.
- Tourism: Fans fly in from all over the world just to walk through the "Ring of Honor" walk or take a tour of the facility.
It’s basically a city within a city.
The High School Football Factor
In Texas, high school football is a religion. But even by Texas standards, the Ford Center setup is ridiculous.
Before this, Frisco ISD schools were sharing a couple of aging stadiums. Now, they have a rotation. On a Friday night in October, the atmosphere inside the Ford Center is electric. You have the marching bands, the drill teams, and the fans packed into those 12,000 seats. Because it's indoors, the acoustics are loud. Really loud.
It gives these kids a pro experience. They use the same state-of-the-art video boards and replay systems. Honestly, it’s a bit of an arms race. Other cities in Texas are looking at Frisco and trying to figure out how to replicate this, but nobody else has a partner like the Dallas Cowboys to foot the bill for the "extras."
The "Secret" Stuff You Won't See on the Tour
If you take the official tour of the Ford Center at The Star in Frisco, they’ll show you the Super Bowl trophies and the Hall of Fame wall. It’s cool.
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But the real interesting stuff is the tech you don't see. The facility is wired to the teeth. We’re talking about massive data centers that track player metrics—speed, heart rate, "load" (how much stress they are putting on their bodies).
The Cowboys' locker room is also a feat of engineering. It’s circular. Why? Because Jerry Jones wanted every player to be able to see every other player. No corners to hide in. No cliques. It’s designed to force "team unity," which is a very Jerry thing to do.
Then there’s the "Nike Star Walk." It’s this tunnel that connects the Cowboys' headquarters to the Ford Center. It’s lined with displays of the team's history. When the players walk to practice, they are literally walking through the legacy of the franchise. It’s psychological warfare, mostly intended to remind everyone that "The Cowboy Way" involves winning championships, even if the trophy case hasn't been updated in a while.
Beyond Football: Concerts and Events
The Ford Center isn't a one-trick pony. It’s a legitimate entertainment venue.
It has hosted the Academy of Country Music (ACM) Awards. It has hosted major boxing matches and MMA fights. Because it's smaller than a typical stadium but larger than an arena, it hits a "sweet spot" for mid-sized touring acts or corporate events that need a high-tech backdrop.
The lighting system is fully LED and can be programmed for any color scheme, which is why the building often glows blue or white at night. It’s become the "town square" for Frisco. During the World Cup or major sporting events, people congregate at the plaza to watch on the big screens.
Is it Worth the Hype?
Look, some people hate the commercialization of it. They think it’s too flashy, too "Dallas." And yeah, it’s definitely not a "gritty" football environment. It’s polished. It’s expensive. A beer at one of the surrounding restaurants isn't exactly cheap.
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But you can't argue with the results.
Most public-private partnerships in the sports world are a raw deal for the taxpayers. The city builds a stadium, and the team keeps all the money. But in Frisco, the schools actually use the facility more than the team does. That’s a rare win-win.
If you're a sports fan, it's a bucket-list destination. If you're a business nerd, it's a fascinating study in real estate development. And if you're just a local, it's a place to get a decent burger and watch your kid play under the brightest lights in the state.
Actionable Insights for Your Visit
If you’re planning to head to the Ford Center at The Star in Frisco, don’t just wing it.
- Check the FISD Schedule: If you want the real "Texas" experience, go during a high school playoff game. The energy is better than some NFL preseason games.
- Park Once: Use the parking garages on the south side. They are usually free (unless there's a massive event), and everything is walkable from there.
- The Training Camp Loophole: Sometimes the Cowboys hold "open" practices at the Ford Center in August before the season starts. These are free but require tickets that get snatched up in minutes. Follow the Cowboys' social media accounts in July to catch the announcement.
- Eat Off-Peak: The restaurants in The Star District get slammed right before events. If you’re going for a game, eat two hours early or wait until 30 minutes after kickoff to find a table.
- Look for the Details: On the plaza, look at the pavers. There are markers for every Cowboys season and key milestones. It’s a history lesson hidden in the floor.
The Ford Center is basically a monument to the idea that a sports team shouldn't be an island. It’s a part of the neighborhood. A very, very expensive, high-tech, shiny part of the neighborhood.
For the most up-to-date event calendar, you should always check the official The Star in Frisco website, as they frequently add "unannounced" community events like movie nights on the lawn or yoga sessions that don't always make it to the major ticket sites. If you want to see the "War Room" or the inner sanctum, book the VIP tour well in advance—they sell out weeks ahead during the football season.