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COVER STORY 110 • SHOPPING CENTER BUSINESS • May 2017 L ove 'em or hate 'em, the Dallas Cowboys have always created new avenues for NFL franchises and revenue streams for its ever-growing en- terprise. The most valuable franchise in professional football's latest move toward that end is the development of a 91-acre parcel in Frisco, Texas, called The Star, which includes the team's new practice field, training facility and headquarters. More than just a real estate development, the project has become very personal to team owners and executives Jerry Jones and his son, Stephen. In addition to the Dallas Cowboys, the Joneses also own other interests, including a real estate company, Blue Star Land, that is respon- sible for the development of The Star. Bringing restaurants, entertainment and the Cowboys experience closer to the fans is part of The Star, but it is not the whole story. For the Joneses, while in- tegrating the Cowboys organization into the community was part of the message of The Star, a more personal message was bringing amateur sports into the commu- nity and giving back. Shopping Center Business was hon- ored this year to visit with Jerry and Ste- phen Jones at the Dallas Cowboys' head- quarters in Frisco, Texas, to learn more about the vision for The Star, and to meet two great icons. THE IDEA After Jerry Jones and the Cowboys de- veloped the $1.2 billion AT&T; Stadium in Arlington, the team considered locat- ing its entire operation — headquarters, support staff and training facility — near the stadium. The Cowboys' former head- quarters and training facility were in Valley Ranch, where the team had been since 1985. With the newest stadium in the league, the Joneses thought the tim- ing right to create a new home for the Cowboys. The Joneses' real estate company, Blue Star Land, had long been active in the North Dallas area; the company has been acquiring land for decades as the The Dallas Cowboys' New Star The Dallas Cowboys' planned $1.5 billion development in Frisco, Texas, is opening throughout 2017. Here's the story behind the Cowboys' big move into mixed-use. Interview by Jerrold France and Randall Shearin Article by Randall Shearin A rendering of the first phase of The Star, a mixed-use development well underway in Frisco, Texas, that is the headquarters of the Dallas Cowboys.