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Dallas Cowboys' Stephen Jones Talks Growth On And Off The Field

Frisco has come a long way in the last few decades, with its population skyrocketing from 33,000 in 2000 to over 145,000 residents. This growth is prompting businesses to move to Frisco in droves. One of the major developments in the works is the mixed-use project including a training facility for the Dallas Cowboys, The Star. At Bisnow's Platinum Corridor event last week, Dallas Cowboys COO Stephen Jones talked building, business and athletics.


The Star will be about 400k SF, with the Cowboys only using 100k SF of it. Finding tenants for the rest of the space may be a challenge, Stephen admitted. The space is great, but it will take a very specific tenant: Stephen says anyone who leases it will have to love sports and the publicity the center may bring, and the team would love a good partner filling the rest of the building. Other development in the Star includes a 300-room Omni Hotel and 175k SF of entertainment space. 


Stephen also shared exclusive information about the unique inspiration behind all the technology for the center. (Can you call it exclusive when our event had over 700 attendees, pictured?) Young people are getting all of their information online. Videos that go viral now have more viewers than Super Bowl commercials. Stephen says because of this trend, the Cowboys are looking to Gen Z (he calls it the "selfie movement") to build a technological state-of-the-art project. This will include the medical center, lobby areas and field


Stephen Jones said the organization’s partnership with Frisco ISD is one of the most important aspects of the new training center. The building will be open 355 days a year (at least it's taking 10 days off, even buildings deserve a vacation now and then) and will be shared with local high school students. While this community relationship is crucial, it wouldn't be the worst thing in the world to find the next Emmitt Smith coming out of these schools, Stephen joked. Here's hoping!

Speaking of football, Stephen says drafting is important (the team spends $5M a year on it, after all), the Cowboys will be picking third this year. But keeping the current team healthy is just as (if not more) important. He also joked about quarterback Johnny Manziel. He said everyone has a strong opinion of the kid and everyone in the organization will have a say as to its future relationship with him.

We've got plenty more from our panels: check back tomorrow for more coverage!