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Dallas Cowboys Now In The Coworking Biz

Dallas Cowboys' Formation coworking space

The Dallas Cowboys are planning to open 18K SF of coworking space, a concept the team calls Formation at the Star, which will be on The Star in Frisco campus. The space will open early this summer.

Three membership levels will be offered: open workspace, dedicated desks and private offices. Memberships will go on sale this week, but will not be open to just anyone.

"Through a carefully curated application process, Formation at The Star in Frisco will create an exclusive community of passionate business professionals," the team announced in a statement.

The team didn't say how many memberships will be sold, but it did say that Formation members will have access to fully furnished workspaces, various amenities and members-only events created by Dallas Cowboys front office staff.

The Formation is the latest — and probably one of the more upmarket — examples of coworking space in the Metroplex.

DFW is one of the nation's hottest markets for such space, with the number of entrants in the market roughly tripling between 2015 and 2018, according to JLL.

Late last month, CBRE jumped into the game by opening its first coworking space nationwide in 67K SF at the PwC Tower in Dallas. The coworking operation, known as Hana, will occupy three floors of the building on Klyde Warren Park. 

The local coworking sector is also becoming more competitive, Cushman & Wakefield Senior Director Cribb Altman, who represented WeWork in its first two DFW leases, told Bisnow.

Newer entrants, such as the Cowboy's offering, are thus ramping up their branding and amenities to differentiate themselves.