FRISCO, Texas--(BUSINESS WIRE)--Sep 22, 2026--
Hunt Sports Development today announced a partnership with Peak Curated Development and Venu Holding Corporation (“VENU”) (NYSE American: VENU) to create a transformational mixed-use district on the east side of Toyota Stadium and Soccer Center in Frisco, the home of FC Dallas. The district will complement the multi-phase office complex on the west side of the stadium, announced last year, which will feature more than one million square feet of premium office space. The resulting mixed-use development surrounding Toyota Stadium will serve residents, visitors, sports fans and businesses throughout the North Texas community.
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The partnership will further establish Toyota Stadium and Soccer Center as an anchor for the Frisco community and an economic engine for North Texas, transforming the campus into a year-round destination for hospitality, business, dining, and entertainment. The project is slated for groundbreaking in 2027.
“Nearly three decades ago, my dad, Lamar Hunt, worked with the City of Frisco to build a stadium surrounded largely by farmland. He had a vision that someday it would become the center of a vibrant community,” said FC Dallas Chairman & CEO Clark Hunt. “Today, it is our honor to build upon our dad’s legacy and help bring that vision to life.”
“Toyota Stadium has long served as the anchor for this campus,” said FC Dallas President Dan Hunt. “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.”
The first phase of the project will feature an approximately 290-room boutique hotel and more than 40,000 square feet of convention, meeting and event space, creating a dynamic destination for business travelers, sports enthusiasts, leisure guests, conferences, and entertainment. The hotel will be designed to provide a distinctive guest experience with a full-service restaurant and bar, a roof-top bar and lounge, an experiential spa and fitness center, and other guest-focused amenities.
“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,” said Cameron Gunter, Founder/CEO of Peak Curated Development. “Together with Toyota Stadium, we are blending hospitality, events, and entertainment to create an entirely new platform for Frisco that should attract bigger and better events from across the region and around the world.”
At the heart of the development will be a highly flexible convention and event center featuring more than 25,000 square feet of dedicated meeting space, including a 15,000-square-foot ballroom, which will be divisible into smaller breakout rooms. Designed with adaptability and year-round utilization in mind, the ballroom and event spaces can be configured for traditional conferences and conventions while also transforming into a 3,000-person music hall, live entertainment venue or other large-scale event space. This flexibility is intended to create a vibrant destination throughout the week and across the calendar, expanding the property’s appeal to a variety of customers and clients.
“The Hunt family has spent decades building sports, hospitality, and real estate assets across the country, and FC Dallas and Toyota Stadium have always been at the center of that legacy in Frisco,” said VENU Founder, Chairman and CEO J.W. Roth. “The hotel and convention center will bring life to the Toyota Stadium campus every day of the year, and this partnership is built for long-term success.”
The project reflects the continued growth of Frisco as one of the country's most dynamic and fastest-growing communities. Since Toyota Stadium and Soccer Center opened in 2005, the city has emerged as a leading destination for sports, business, and entertainment, adopting the nickname ‘Sports City USA.’ In addition to serving as the home of FC Dallas, Toyota Stadium has hosted major concerts, women’s national team matches, training sessions for FIFA World Cup 2026, and 15 consecutive NCAA Division I Football Championship games. The stadium also serves the Frisco Independent School District, a key contributor in the successful public-private partnership that helped bring the stadium to Frisco.
The new mixed-use district is expected to further strengthen that momentum by creating a compelling destination capable of attracting both regional visitors and national events.
“We’re excited for what the future holds for Hunt Sports Development, Toyota Stadium and FC Dallas,” said Frisco City Manager Wes Pierson. “Since Frisco first penned our public-private partnership, FC Dallas has been a valued partner in our community. This project helps ensure the team and stadium will have a positive economic and community impact for generations to come.”
The $215 million renovation to Toyota Stadium is on schedule for completion in the spring of 2028. For more information on this project and Toyota Stadium’s renovations, visit NewToyotaStadium.com.
About Hunt Sports Development
Hunt Sports Development is a real estate development division owned by the family of American sports pioneer Lamar Hunt. The Hunt Family owns and operates the Kansas City Chiefs of the National Football League and FC Dallas of Major League Soccer, and also maintains investments in real estate, entertainment, and other sports entities. The Hunt family and Hunt Sports are committed to excellence on and off the field, guided by the belief that sports are woven into the fabric of our communities. Hunt Sports teams and entities are known for cultivating exceptional fan experiences and strengthening the communities in which they live, work, and play.
About FC Dallas
FC Dallas is owned by Hunt Sports LLC and is committed to creating championship moments on and off the pitch. As a charter member of Major League Soccer founded in 1996, FC Dallas has a long history of helping to grow the game of soccer. The team plays home matches at the 145-acre Toyota Stadium and Soccer Center in Frisco, Texas. FC Dallas and its affiliates operate the MLS NEXT Academy, boys’ and girls’ youth programs as well as MLS NEXT Pro’s North Texas SC. FC Dallas won the Lamar Hunt U.S. Open Cup in 1997 and 2016 while also winning the MLS Supporters’ Shield in 2016.
About Peak Curated Development:
Peak Curated Development exists to reinvent real estate - from something people occupy into something they experience. Founded by veteran developer and industry leader Cameron Gunter, the company draws on more than two decades of experience developing high-barrier-to-entry real estate across the U.S. and Canada. Gunter’s track record includes more than $1.9 billion in assets under management, 12 million square feet developed, 8,500 hotel keys, and 7,300 residential units. Peak Curated Development identifies high-barrier-to-entry opportunities with the potential for differentiated, long-term value and strategically curates the real estate ecosystem around them. Its work spans—and often blends—hospitality, multifamily, retail, entertainment, mixed-use, and destination-oriented developments. The company is known for leveraging complementary uses, strategic partnerships, and complex development structures to enhance asset performance.
About Venu Holding Corporation
Venu Holding Corporation ("VENU") (NYSE American: VENU) is a premier owner, developer, and operator of luxury, experience-driven entertainment destinations. Founded by Colorado Springs entrepreneur J.W. Roth, VENU has a portfolio of premium brands that includes Ford Amphitheater, Regent Bank Amphitheater, Sunset Amphitheaters, Phil Long Music Hall, The Hall at Bourbon Brothers, Bourbon Brothers Smokehouse and Tavern, Aikman Owners Clubs, and Roth’s Sea & Steak. VENU has been recognized nationally by The Wall Street Journal, Forbes,The New York Times, Billboard, VenuesNow, and Variety for its innovative and disruptive approach to live entertainment. With venues operating and in development across Colorado, Georgia, Oklahoma, Tennessee, and Texas and a nationwide expansion underway, VENU is setting a new standard for live entertainment. For more information, visit VENU’s website, Instagram, LinkedIn, or X.
New Mixed-Use District in Frisco, TX in partnership with Hunt Sports Group, Peak Curated Development and VENU
