Denton Aims To Go From DFW's 'Best-Kept Secret' To Next Boomtown

Denton's population and labor force were both significantly bigger than Frisco's before the latter’s unprecedented migration boom in the 2000s. But now that Frisco’s growth has slowed, development attention has turned to Denton, and indicators point to that city becoming North Texas’ next boomtown.

Commercial real estate stakeholders are increasingly turning their attention to Denton. The amount of available land ripe for development, a rapidly growing population and the region's expanding job opportunities show that Denton is echoing Frisco's rise.

“I would argue that we're the best-kept secret in DFW,” said Brittany Sotelo, Denton's economic development director. “We have grown significantly, just under the radar.”

Census Bureau data shows Denton’s population grew nearly 20% from 2020 to 2024, and the city’s labor force trails Frisco by fewer than 37,000 workers, according to figures from the Bureau of Labor Statistics.

The Denton Economic Development Partnership is focused on recruiting major employers and is willing to get creative to land businesses, Sotelo said. And the city already has the type of residences on the way that will entice executives to move to the area, she said.

A massive master-planned community from Ross Perot Jr.'s Hillwood is expected to grow the city’s population and business prospects. Ted Benavides, professor of practice in public and nonprofit management at The University of Texas at Dallas and former city manager for Denton and Dallas, told Bisnow the project will “change the fabric of the city.”

“In the next 10 years, you won't recognize Denton,” Benavides said.

Denton vs. Frisco

Frisco’s population and labor force have each roughly doubled since 2011, and the Census Bureau crowned it the fastest-growing large city in the nation between 2010 and 2019. 

But as Frisco got bigger, development sites became harder to find. Its growth slowed in the 2020s, and Denton moved ahead of it on the fastest-growing cities lists.

Denton's population has grown by nearly 48% since 2010, but its more than 173,000 residents still trail Frisco’s population by about 72,000. 

However, the margin between the two cities' labor forces is much smaller, according to the Bureau of Labor Statistics. Denton's labor force of nearly 92,000 is quickly approaching Frisco’s total of almost 129,000 workers.

The city has added 18M SF of industrial space over the last 15 years, and it has become a major player in the region’s distribution and logistics market, according to Sotelo. 

Benavidas told Bisnow that Denton has always envisioned itself as a major player in the metro. During his tenure as city manager in the 1990s, he said officials believed Denton would eventually grow to the stature of being the third-largest city in the region, behind Dallas and Fort Worth.

And with the availability and affordability of land in and around Denton, Benavides said he expects the area’s population and business growth will soon be reminiscent of the booms Collin County cities have experienced over the last two decades. 

“People are looking for affordable land. They're looking for where they can get building permits and they can get lots,” Benavides said of Denton. “The price is right, [and] the space is available.”

A Landmark Project

The 3,200-acre Landmark by Hillwood is slated to bring 6,000 single-family homes, 3,000 multifamily units and 900 acres of commercial space to south Denton along Interstate 35W. Hillwood officials said the project could add more than 20,000 residents to the city and be valued at $10B once it is finished.

Residential development has been strong in high-growth areas along U.S. Highway 380 from McKinney to Frisco and Interstate 35W in North Fort Worth in recent years. But it hasn’t yet taken off in Denton, where the Perot family has owned the Landmark land since the 1980s, said Andrew Pieper, vice president at Hillwood Communities and residential project manager. 

He said Hillwood always intended to develop the land eventually and finally decided to get out ahead of the city’s projected growth with the Landmark project. 

The development will likely take around 30 years to complete, but Hillwood expects Landmark’s first residents to move into the community this summer. 

Hillwood is planning a second massive master-planned community in northern Denton County, though it will likely be valued at just $1.2B upon completion. Other developers are sure to follow Hillwood's lead and bring new communities and subdivisions to Denton. 

“Ten, 20 years from now, we feel like we're going to be effectively infill and just surrounded by development,” Pieper said.

Challenges Ahead

Frisco’s boom in the 2010s was the result of a “perfect storm” of regional population migration, intentional economic development and rapid job creation, according to Frisco Chamber of Commerce President and CEO Christal Howard.

However, managing that rapid growth proved challenging for the city.

“Rapid population and corporate expansion required investment in infrastructure, roads, utilities, schools, and public services to keep up with demand,” Howard said in an email. “City and community leaders also worked to maintain Frisco’s sense of identity and quality of life, ensuring that, even as the city grew rapidly, it remained a business-friendly community and one that people were proud to call home.”

Pieper said Denton officials recognize the growth patterns that are forecast for that municipality. He said the city has focused on master infrastructure planning and is investing in the utilities needed to set Denton up for success.

As for economic development, Sotelo said her team is “dreaming big for Denton.” With two universities in the city, officials are pursuing high-paying jobs in fields like life sciences and technology that could keep graduates from moving away from Denton. 

Sotelo also hopes Hillwood's project will attract more office space and corporate headquarters like the developer’s AllianceTexas master-planned community has in Fort Worth. 

“Denton wants to stay unique in character, and one of our slogans is that we're where creativity meets commerce,” Sotelo said. “Denton residents are open to developments that are unique to Denton.”