STWF Sports| FRISCO, Texas| September 22, 2026 — The area surrounding Toyota Stadium is set for another major transformation as Hunt Sports Development announced a new partnership Tuesday aimed at creating a year-round mixed-use destination on the east side of FC Dallas’ home venue.

Hunt Sports Development is partnering with Peak Curated Development and Venu Holding Corporation on a project that will add hospitality, dining, entertainment and convention space to the Toyota Stadium and Soccer Center campus. Groundbreaking is expected in 2027.

The new development will complement the previously announced office project planned for the west side of the stadium, which is expected to include more than one million square feet of premium office space.

Together, the projects are designed to expand Toyota Stadium beyond its traditional role as a sports venue and strengthen its position as a year-round destination in Frisco.

FC Dallas Chairman and CEO Clark Hunt tied the project back to the original vision of his father, Lamar Hunt, who helped bring the stadium to Frisco more than two decades ago.

“Nearly three decades ago, my dad, Lamar Hunt, worked with the City of Frisco to build a stadium surrounded largely by farmland,” Hunt said. “He had a vision that someday it would become the center of a vibrant community.”

FC Dallas President Dan Hunt said the addition of hospitality, dining and entertainment options will build on the role Toyota Stadium already plays within the region.

“Toyota Stadium has long served as the anchor for this campus,” Hunt said. “Adding hospitality, dining and live entertainment will build on that foundation and continue to make this one of North Texas’ most active year-round destinations.”

Hotel and Event Space Lead First Phase

The first phase is expected to include an approximately 290-room boutique hotel and more than 40,000 square feet of convention, meeting and event space.

Plans call for the hotel to feature a full-service restaurant and bar, rooftop bar and lounge, spa, fitness center and other guest amenities.

At the center of the development will be more than 25,000 square feet of dedicated meeting space, including a 15,000-square-foot ballroom that can be divided into smaller rooms.

The event area is also being designed for flexibility. In addition to conferences and conventions, the ballroom could be configured as a roughly 3,000-person music and live entertainment venue.

Peak Curated Development founder and CEO Cameron Gunter said the goal is to create a destination capable of attracting a broader mix of visitors and events.

“We’re excited to be a part of this new unique destination and the opportunity to curate a highly immersive experience for guests and patrons,” Gunter said.

Expanding Toyota Stadium’s Role

Toyota Stadium and Soccer Center opened in 2005 and have since become central pieces of Frisco’s sports identity.

In addition to serving as FC Dallas’ home, Toyota Stadium has hosted concerts, U.S. women’s national team matches, FIFA World Cup 2026 training activity and 15 consecutive NCAA Division I Football Championship games. The venue also serves Frisco Independent School District through the long-running public-private partnership that helped bring the stadium to the city.

The new district is intended to build on that foundation by increasing activity around the property throughout the calendar year.

VENU founder, chairman and CEO J.W. Roth said the hotel and convention center are designed to generate daily activity around the campus rather than limiting its use to game days and major events.

The announcement comes as Toyota Stadium is already undergoing a significant renovation.

A $215 million stadium renovation remains on schedule for completion in spring 2028. Combined with the new mixed-use district and west-side office development, the project represents one of the most significant expansions of the FC Dallas campus since the stadium opened.

For FC Dallas and Frisco, the broader goal is to turn the area around Toyota Stadium into a destination where sports, business, hospitality and entertainment operate side by side throughout the year.