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Frisco's $1B+ Hotel and Venue District at Toyota Stadium
On Oct. 19, Frisco City Council approved incentives for a district beside Toyota Stadium. Here's what's planned, who's building it, what the reports don't say yet, and what I'd watch.
Michael Petersen, commercial broker, The Petersen Real Estate Group at SERHANT.
Facts as of . Every number traces to a source at the bottom of this page.
- $1B+
- Private investment, per city officials
- ~290
- Boutique hotel rooms in phase one
- 40,000+ SF
- Convention, event and meeting space
- 3,000
- People in the venue the ballroom becomes
- 2027
- Groundbreaking target
What Frisco approved
On Oct. 19, 2026, Frisco City Council approved an agreement with the district's hotel developer:
- Up to $5 million in hotel occupancy tax grants, paid over 10 years
- A 50% waiver of development fees
City officials say the district represents more than $1 billion in private investment. The developers haven't released a project cost, so the $1B+ figure is the city's description of the district, not a published budget.
What's in phase one
- A boutique hotel with about 290 rooms
- More than 40,000 SF of convention, event and meeting space
- A 15,000 SF ballroom that can convert into a 3,000-person music venue
- Groundbreaking slated for 2027
Who's building it
Hunt Sports Development is planning the district with two partners: Peak Curated Development and Venu Holding Corp. Hunt Sports Development announced the district and its phase-one plan on Sept. 22, 2026.
Where it is
Toyota Stadium, Frisco. Map © OpenStreetMap contributors. Open in Google Maps
Timeline
- Sept. 22, 2026Hunt Sports Development announces the district, its partners and the phase-one plan.
- Oct. 19, 2026Frisco City Council approves the hotel incentive agreement.
- 2027Groundbreaking slated for phase one.
What I'd watch
The land around it. A hotel and a venue bring traffic on weekdays and weekends, and that's what restaurant and retail tenants look for.
What the reports don't say yet
- A total project cost from the developers
- Plans or timing for anything beyond phase one
- A construction start date more exact than 2027
Talk to Michael
Own or need property near the stadium?
Tell me what you own or what you're looking for around Toyota Stadium, and I'll get back to you the same day.
- Call or text(945) 289-6026
- EmailMichael@ThePetersenREG.com
Sources and how we checked
- Community Impact, Oct. 21, 2026$1B+ in private investment (city officials); Oct. 19 approval of up to $5M in hotel occupancy tax grants over 10 years and a 50% development fee waiver; phase one: about 290 rooms, 40,000+ SF of event space, 15,000 SF ballroom, 3,000-person venue, groundbreaking in 2027.
- REBusinessOnline, Sept. 23, 2026The same phase-one figures and partners (Hunt Sports Development, Peak Curated Development, Venu Holding Corp.); groundbreaking expected in 2027.
- Community Impact, Sept. 22, 2026Partners and phase-one program from Hunt Sports Development's Sept. 22 release.
Notes on the numbers
- Room count: one line of the Oct. 21 Community Impact story says 250 rooms and another says about 290. We use about 290, which matches Hunt Sports Development's release and REBusinessOnline.
- The $5 million in hotel tax grants is a maximum ("up to"), paid over 10 years.
- The $1B+ figure is what city officials say the district represents in private investment.
This guide summarizes public reporting as of Oct. 29, 2026. Plans and figures can change, so check the sources above before relying on them. Information is for general purposes only and should be independently verified. Michael Petersen, TX license #0825922, The Petersen Real Estate Group, a team brokered by SERHANT. Texas Real Estate Commission Information About Brokerage Services · Texas Real Estate Commission Consumer Protection Notice