Team headquarters facilities become revenue centers

Beginning this August, the Dallas Cowboys are moving their team headquarters from Valley Ranch to a new complex in the suburb of Frisco. The Ford Center at The Star will be much more than team offices and practice fields, as it will encompass an entire revenue-generating, mixed-use district with restaurants and retail, as well as an Omni hotel and convention center.

Additional features include the Baylor Scott & White Health sports medicine facility and a fitness center that will serve as the new home of the Dallas Cowboys Cheerleaders.

Similar to a country club, the team has started the 800-member Cowboys Club. With a $4,500 initiation fee and $350 monthly fee, club members have access to the fitness center, exclusive viewing platforms to watch practice, and private meet-and-greets with players and coaches.

Since the Cowboys unveiled plans for The Ford Center at The Star, similar development projects have emerged from the Los Angeles Rams, Green Bay Packers, and Minnesota Vikings.

The Star will be a community asset. The city of Frisco is investing $115 million into the district, with the Cowboys paying the balance of the expenses to develop the 90 acres of land that they now own. On Thursday and Friday nights, the eight high schools in the Frisco Independent School District will play their home football games at The Ford Center at The Star.

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