It's the hub of activity for all things ARTS in Sports City USA! The Frisco Center for the Arts (FCFA) is envisioned to be a vibrant center for visual and performing arts that fosters creativity, enriches the community, boosts arts and entertainment tourism, and supports the growing demand for arts and entertainment experiences in Frisco and the surrounding areas. The facility will offer state-of-the-art spaces for both large-scale productions and smaller-scale performances, visual arts exhibitions, and will ensure accessibility for local and regional artists, Frisco residents, and visitors alike. The proposed facility would sit on 6 acres, owned by the FEDC, at the southwest corner of U.S.380 and the Dallas North Tollway (DNT). It would include a 2,800 seat Large Hall, which could accommodate Broadway productions and other commercial entertainment as well as a 300-400 seat Community Hall. Preliminary schematic design renderings will be available in early spring by renown architects Pelli, Clarke, & Partners. Here is a peek inside the Frisco Center for the Arts with a view of the Main Hall of 2,800 seats, stage, suite or box suite level, and lobby areas. (This photo was shared during the City Council Winter Work Session in January 2025.)

1) According to a recent Visit Frisco study, the data shows that the #1 reason people leave Frisco is for Arts and Culture options. We have a proven arts tourism problem to solve in Frisco, as both consumers and creators of the arts are consistently leaving our city for live music, theatre, and dance productions. 2) A Center for the Arts is a project that citizens have advocated for since 2000, specified as an aspirational goal within the Millennium Plan, curated by Frisco Mayor Kathy Seei and residents. 3) Frisco is known as Sports City U.S.A., but the arts are essential to the sustainability and attraction of a world-class, well-rounded city. The Center for the Arts allows Frisco to be truly a City that Plays, with a Culture of Unrivaled Performance. 4) As the population of North Central Texas continues to increase to a projected 12.5 million by 2050 (surpassing the population of Chicago), there is a need to find commercial arts programming outside Dallas and Fort Worth. If Frisco doesn't build a Center for the Arts, another neighboring city will, taking with it the economic development and sales tax revenue that can benefit our local economy. We believe no other city but Frisco deserves this project in DFFW! 5) It will keep YOUR Property Tax Rate Low!! You don't have to be an arts person to want to save money. The spending dollars generated from the halo effect of the FCFA refills the Sales Tax Revenue bucket and allows Frisco to keep your property tax rate low, benefiting EVERY Frisco citizen.

NO. Your Property Tax Rate remains untouched and unchanged. On the May ballot, you will NOT see a line that says "This proposition will raise your property tax rate". Why? Because it's not coming from your Property Taxes. - A Vote YES is the Authorization to use Sales Tax Dollars, NOT Property Tax Dollars, to fund the gap to build the FCFA. - A Vote YES allocates Corporate Incentives to Community Development Projects. - A Vote YES lets shoppers in Frisco pay for the FCFA, NOT residents. Ultimately, Vote YES is the most fiscally conservative approach to building an Arts Center, with ZERO impact to the Frisco taxpayer! Here's a graphic that further clarifies the buckets of funding from your Property Taxes vs. Sales Tax.

$0. NO residential property tax dollars will be used to pay for building the center or for ongoing operations and maintenance. If approved by voters, the combined maximum public funds will come from EXISTING Sales Tax Revenue and the commercial taxes. This is THE MOST fiscally conservative approach to funding an arts center in the 25-year history of the project. All previous attempts at the arts center dipped into Property Taxes- this project does not. Vote YES for $0 impact to our property tax rate and bringing Broadway to Frisco!

Site opportunity is currently being explored and evaluated on available public land located within the City of Frisco and Prosper ISD shared boundaries. In order to use the $100 million from Prosper ISD, the facility must be within City of Frisco and Prosper ISD boundaries. Approximately 7.5 square miles of land is in both the City of Frisco and Prosper ISD boundaries along HWY 380 and the Dallas North Tollway, allowing for the proposed facility to have excellent access to these major transportation networks. Frisco City Council will finalize the location at the end of Phase 2 planning.

There are TWO Propositions regarding the Center for the Arts to allow AUTHORIZATION of public funds by City Council (NOT Utilization): ​ 1. Proposition A: Reallocate EDC to CDC Funds Vote to Authorize Frisco City Council to reallocate existing Sales Tax Funds earmarked for Economic Development (Type A) towards Community Development Purposes (Type B). Remember, this vote is about Sales Tax Revenue, NOT Property Tax Revenue. There is NO impact to your tax bill! It is also NOT the Utilization of these funds- just giving the Authority for City Council to use them IF and When the project is ready, at which time there will be another vote. ​ 2. Proposition B: Total Public Funds For Arts Center Vote to allow UP TO $160 Million of Public Funds for the Arts Center: - $75 Million from EDC - $45 Million from CDC - $40 Million from TIRZ 1 (Tax Increment Re-Investment Zone for Businesses and Sales Tax revenue) Again, there is NO Property Tax Rate increase or impact to your tax bill from any of these three financial mechanisms. It's asking Consumers to pay for this legacy project!

According to City Council Work Session, the complex ballot language is mandated by the state and cannot be altered. It's important that you help educate fellow voters on what the ballot language means and ask them to VOTE YES to Prop A and Prop B to bring Broadway to Frisco, and NOT on on their dime! Here is the sample ballot language from the City Council Winter Work Session. You can see it is complex! Actual Ballot Language will be updated soon.

You're right, you've never had to vote on the use of EDC funds before! Updated State Law requires Voters to approve using EDC funds for Non-EDC projects. Performing arts facilities like the Frisco Center for the Arts are considered to be Community Development projects and are specifically not allowed to receive EDC funds. In order to use EDC funds for CDC purposes, it requires a vote. Vote YES!!

NO. Most arts centers operate at a loss, making them a tough sell for potential partners. That usually requires a hefty city subsidy, something that NO city official supports. Frisco, however, is taking a completely different approach to creating the arts center—treating the arts center like a business, not a financial burden. Our goal isn’t to lose money; it’s to generate revenue and benefit our citizens for years to come. By exploring proven revenue strategies used at AT&T Stadium and The Star in Frisco, the City of Frisco has engaged multiple industry experts to monetize the arts venue through both one-time and ongoing revenue streams. The goal? A self-sustaining arts center that doesn’t rely on city subsidies but instead fuels economic growth and reinvests back into the community.

Great question! Do you know of any community arts groups that can cover the costs of operating and maintaining a city-owned arts facility? Neither do we! That’s why partnering with a successful commercial entity is CRITICAL to the long-term sustainability of the Frisco Center for the Arts. Broadway Across America will generate the revenue needed to keep the center thriving—while also making it more accessible for local nonprofits and community groups, likely at a reduced rate, thanks to Broadway’s blockbuster hits. Broadway in Frisco isn’t just about big shows—it’s the key to making this facility work for everyone. Without Broadway Across America, there’s no business plan. And without a business plan, there’s no viable project.

The Frisco Center for the Arts (FCFA) is more than a venue—it’s an economic engine. Unlike other community initiatives, FCFA will drive its own creative economy while boosting restaurants, hotels, and retail, reinforcing Frisco’s status as a premier destination. Every dollar spent because of FCFA is a win-win, replenishing sales tax revenue for both the EDC and CDC. 🔹 Economic Impact: Projections by Keen Independent Research show FCFA could triple Frisco’s annual arts economy impact—from $21.3 million (2022 AEP6 study) to over $60 million once opened. 🔹 Job Creation: By Year Five, the estimated annual economic impact in Collin and Denton counties is expected to reach $45M–$60M, creating 225–350 new jobs. From construction to opening and beyond, FCFA will fuel local businesses, create jobs, and strengthen Frisco’s long-term economic vitality.

Thanks to $10 million in previous Voter-Approved bonds for the Performing Arts Center in 2015, ALL costs for any project planning and professional consultant fees have come from that dedicated source, with NO impact to the general fund or your property tax rate. The total consultant fees for the new FCFA project is roughly $2 million to date. Any further phases approved by Council will also be funded out of this same voter-approved source.

Frisco ISD and the City of Frisco have pursued 2 distinct paths for a robust arts scene in Frisco. The City of Frisco is pursuing a solution to the data-driven Arts Tourism opportunity in Frisco, resulting in a commercially-viable Center for the Arts that has national, regional, and local partners. The facility is NOT paid for by property taxpayers, nor maintained or operated by property taxpayer dollars. Frisco ISD's state-of-the-art 1,200-seat Visual and Performing Arts Center is now under construction and projected to open in 2026. It will be used by the 56,000+ FISD students and their fine arts departments across all campuses. This facility is funded by voter-approved bonds from 2018. We are thrilled that ALL Frisco students, whether in Frisco ISD or Prosper ISD, will have the opportunity to enjoy world-class ARTS in Frisco!

This is the exciting part: There are three visionary partners ready to join us should the community move forward with the bond authorization! - Broadway Across America (National Broadway Presenter) - Broadway Dallas (Regional Broadway Presenter) - Prosper ISD ($100 Million Capital and Educational Partner) These three entities are the early adopters who understand the potential of this facility and the significance to the entire region. Your VOTE YES will allow Frisco to move forward with these partnerships and prove that we are a trusted partner as well. These partnership announcements were made public on October 28, 2024.

Broadway Across America is the foremost market leader for live touring theatre in North America. Basically, they're got the hottest tickets in town for Broadway!! BAA is the leading presenter of touring Broadway, with a presence in 48 regional markets, including Dallas. BAA possesses the local marketing rights, secures the performance venue, manages local event production and sells tickets. Tickets are sold as subscriptions, groups, eclub membership and single tickets. The presenting business is supported by its 4 million name database of ticket buyers, including more than 400,000 subscribers, across the United States and Canada. BAA also owns or operates theaters in Baltimore, Boston and Minneapolis.

Think of Broadway Across America (BAA) as the producer of Broadway’s biggest hits—curating the best and taking them on tour nationwide. Broadway Dallas is already a trusted BAA partner and a key stop for these productions. Now, these two powerhouses are teaming up to create Broadway Frisco, a new nonprofit dedicated to bringing world-class Broadway productions to the Frisco Center for the Arts (FCFA)—pending final approval and funding. 🎭 Broadway in Your Backyard: No need to drive to Dallas or Fort Worth—Frisco will be home to top-tier Broadway shows in the 2,800-seat Large Hall, featuring a subscription-based Broadway series and additional performances throughout the year. 🎭 Beyond the Stage: Broadway Frisco will also partner with Prosper ISD’s Fine Arts Department to offer arts and technology workforce internships, providing students with hands-on industry experience in theatre production. This partnership cements Frisco as a premier cultural destination, bringing the magic of Broadway right to our city!

Nope! Broadway Dallas will maintain its robust offerings at the Music Hall in Fair Park and the AT&T Performing Arts Center in Dallas' Arts District. The agreement with Frisco will create a new series “Broadway Frisco” reflecting the population growth and interest in arts and culture across North Texas.

The City of Frisco has been exploring bringing a performing arts venue to the community for many years. The City and Prosper ISD entered into partnership conversations after the voters of Prosper ISD expressed strong support for expanding arts education with their approval of Proposition D of $125 million for an Arts Center in the November 2023 PISD bond initiative. Over seven square miles of Prosper ISD is uniquely positioned within the Frisco city limits, with over 2,900 students currently living in the city of Frisco attending Prosper ISD schools. With its already robust performing arts programs, Prosper ISD offers extensive opportunities for students to grow artistically and professionally. According to their LOI in 2024, Prosper ISD has committed $100 million to the FCFA to have access to state-of-the-art visual and performing arts facilities, where students will engage in performances, rehearsals, and workforce training in areas such as stagecraft, design, and venue management. Additionally, students will benefit from exposure to professional touring productions and local arts organizations, providing an unparalleled educational experience. This partnership ensures that the FCFA will function as both a premier learning hub and a professional arts and entertainment venue.

Every day, a child will be inspired by the Frisco Center for the Arts, thanks to Prosper ISD. As the Educational Partner and a major donor, Prosper ISD will gain access to a world-class performing arts center with an Educational and Workforce Training Program in collaboration with top industry professionals from Broadway Across America and Broadway Dallas. Prosper ISD Usage of FCFA: - Community Hall: Used for education, performances, rehearsals, and workforce training. - Large Hall: Conditional access for major school events. - Workforce Training: Extends across all facets of the facility. Broadway presenters will use the Large Hall for their annual subscription series and additional performances, ensuring a balanced schedule that supports education, professional productions, and community nonprofit organizations alike.

The real question is- WHO is really paying for the Center for the Arts? NOT you, the Frisco resident and taxpayer! This project costs YOU nothing, but changes everything. Currently, the project funding is divided roughly in thirds: - $100 Million from Prosper ISD - $100 Million from Contributions by Corporate/Private Entities - Up to $160 Million of EDC/CDC/TIRZ 1 (again, NOT your wallet!) Capital funding (money to build the building) is separate from Operational Funding (money to run the building) and Maintenance Funding (reserve monies for maintenance of the building). In all three funding areas, the City of Frisco is exploring public funding mechanisms that would NOT increase property taxes for Frisco citizens. Essentially, NO property taxpayer funds are being considered to build, maintain, or operate the FCFA. Any approved funding would come from other existing funding buckets in order to create this transformational project. The details of the FCFA's funding structure will be discussed during future City Council meetings as part of Phase 2 planning, with a targeted total project budget not to exceed $300M to $340M (including construction cost escalation). Philanthropic giving and corporate sponsorships are also a major component of the anticipated capital program for the facility. You, the Frisco resident, have the opportunity to give AUTHORIZATION of the maximum amount of public funds for the Center for the Arts on May 3rd. VOTE YES to using EXISTING Sales Tax revenue sources for the arts center, NOT your wallet!

This is a classic chicken-or-egg situation—the project has yet to be approved by City Council! The May vote is the key that signals to the private sector that this is a real, viable project where corporations and philanthropists can confidently invest. Until voter approval for the city authorization of funds, private fundraising is highly unlikely. That’s why Letters of Intent (LOIs) are in place—indicating that "If and When" the project moves forward, financial commitments will follow. Prosper ISD’s $100 million LOI is a strong vote of confidence, demonstrating their belief in the project’s success and long-term impact. With the momentum through May, we may see more early adopters and visionaries come to the table as well with an LOI!

The City of Frisco has engaged capital campaign experts who have monetized major venues for their business model, including AT&T Stadium and the Star in Frisco. According to these corporate sponsorship experts, there is full confidence in meeting the $100 million private raise of philanthropy and corporate sponsors. If private fundraising does not meet the $100 million goal, there would be continued capital campaign efforts extending beyond opening day as well as operational adjustments. Future City of Frisco policy could also designate required fundraising pledge milestones for the project to be authorized to continue to future design and construction phases.

The Venue Operator, not you. The Venue Operator would be responsible for managing any fundraising efforts of the facility once opened. This includes the stewardship of capital campaign contributors, founding members, and sponsors in addition to supporters of annual programming and operations.

NO. The Frisco City Council has firmly given direction that NO General Fund property tax dollars will be used to fund the project for either capital or operations. Any funds used will be from Sales Tax revenue or other similar funding mechanisms, NOT your wallet.

The City of Frisco is NOT operating an arts facility. The FCFA operations will be handled by a qualified, 3rd-party entity who has the expertise to deliver! The City of Frisco is also dedicated to ensuring that the facility operates efficiently and meets the community’s needs, without a negative long-term financial impact to the City’s finances. Most Arts Centers throughout the nation have a 3rd-Party Operator that is paid to do the operations by the owner of the facility. This will not be the case for the FCFA, as it is not the Frisco Model. Current Request for Qualifications are to find a 3rd Party Operator who will not only agree to take full Operational Risk (at no cost to the City of Frisco), but ALSO bring Capital to the table to help build it! This is a tall order that has never been done before in the arts world, but all eyes are on the FCFA as one of the last Broadway houses and significant arts centers to be built in the nation. An Operator selection process is currently underway. The City of Frisco has a strong track record of securing excellent and proven facility operators who not only contribute to the capital funding of public/private projects but also manage the facilities with minimal or no ongoing financial support from the City. These partnerships include The Ford Center at The Star, Comerica Center, Omni PGA, and Toyota Stadium. The Frisco Model is that these operators ensure Frisco residents, students, and community organizations all have access to the facilities while conducting their commercial activities.

Operator failure is always a risk for any city facility, whether it’s The Star, PGA, or Toyota Stadium. However, these entities bring strong national brands and proven track records, giving them credibility and confidence in their ability to deliver long-term success. Similarly, Broadway Across America is a nationally-known arts organization founded in 1982. BAA is the foremost market leader for live touring theatre in North America and the leading presenter of touring Broadway, with a presence in 48 regional markets. BAA possesses the local marketing rights, secures the performance venue, manages local event production and sells tickets. Tickets are sold as subscriptions, groups, eclub membership and single tickets. The presenting business is supported by its 4 million name database of ticket buyers, including more than 400,000 subscribers, across the United States and Canada. The likelihood of market failure for BAA bringing commercially-viable, revenue-generating shows to the FCFA is slim. Though the City of Frisco is still nailing down the final operator of the facility, the programming LOI from Broadway Across America/Broadway Dallas is 20 years. The City of Frisco can re- negotiate the contract in 2045.

The City of Frisco, in partnership with Theatre Projects and Keen Independent Research, implemented comprehensive community engagement for the proposed center for the arts in Frisco. Phase 1 included the Frisco community in conversations about elements of the prospective new center for the arts, including site, size, operations, and access. An interactive survey was launched to share design concepts and solicit written feedback from the public. This interactive survey was open from May 6, 2024 until May 26, 2024. On May 15, 2024, Theatre Projects hosted two open house sessions at City Hall. Local arts organizations provided feedback on the overall design concept and the facility program. The general public received an update on project progress and provided feedback via listening sessions. On May 29, 2024, Theatre Projects and Keen Independent Research hosted a virtual open house via Zoom. This was an opportunity to educate the public on project progress and solicit feedback. This session also provided a recap of the trends emerging from the input of the in-person town hall event. On June 26, 2024, Theatre Projects and Keen Independent hosted an open house session at City Hall: Local arts organizations received an update on project progress and provided feedback on the updated design concept and the facility program. On July 16, 2024 from 5:00pm to 6:30pm, Theatre Projects and Keen Independent hosted an open house session at Frisco Public Library: Frisco community members will receive an overview of concept evolution and summary of interactive survey data. An interactive survey was conducted in July 2024 to solicit potential utilization from future users. And of course ultimately, YOU will get to decide with your vote whether the Frisco Center for the Arts becomes a reality!

This project is led by Theatre Projects in collaboration with Keen Independent Research and with the guidance of the Frisco City Council and the Frisco City Manager's Office. Theatre Projects is a globally recognized planning and design firm focusing on the full life cycle of arts, culture, and entertainment projects including feasibility, concept, design, programming, and operations. We integrate our work to support and create gathering spaces that are feasible, sustainable, and fit for purpose—today and into the future.  Turner & Townsend Heery LLC is a full-service project and program management firm with offices in Dallas, TX. It specializes in project and program management for public sector organizations, with industry-leading experts in K-12 education, higher education, cultural, healthcare, justice, sports, aviation, and government facilities. Keen Independent Research is a national research firm with expertise in arts and culture. Keen Independent provides economic, financial, and market research and focuses on finding the human stories behind the numbers. Cost+Plus is a professional firm dedicated to providing Project and cost management services for new and renovation cultural facility projects worldwide. Pelli Clarke & Partners designs building and spaces that inspire and transform communities worldwide. Transformative architecture is born from deep engagement with the unique circumstances of purpose and place. Pelli works side-by-side with their clients to create buildings and spaces that embody their core values and expand possibility. CCS Fundraising is a leading expert in campaign and development strategy. CCS plans and implements fundraising initiatives to help mission-driven organizations meet their most pressing challenges and achieve their ambitious goals.

Absolutely!! Let's not forget: Commercial Acts ASSISTS Community Groups!! The FCFA will be a home for the LOCAL and REGIONAL arts and cultural nonprofit community. But it cannot have a home at all without securing a commercial partner like Broadway for ongoing success and support of the local community. There is simply no way to make the numbers work on the backs of the local nonprofits organizations alone. We need BOTH commercial and community groups to be involved for long-term sustainability and success! According to previously compiled community engagement data and business model planning by the City’s project consultant, Theatre Projects, local Frisco community organizations will also have significant access to spaces across the facility, including both venues for rehearsal, performance, and exhibition needs. The City Council's commitment to providing an accessible visual and performing arts facility for the community remains a top priority. Community organizations will have access to spaces throughout the facility, including the Community Hall and Large Hall, based on available dates. While Prosper ISD and Broadway Across America/Broadway Dallas have secured access for their educational programs and Broadway series, the facility will be designed with flexibility to accommodate a wide variety of community events. Local non-profits, Frisco ISD (and other local school districts), arts groups, and cultural organizations will have frequent opportunities to use the facility, ensuring that it remains a vibrant and accessible space for all. The venue operator will carefully balance the programming schedule to prioritize both community and partner needs, maintaining FCFA as an inclusive cultural hub for Frisco. A structured fee schedule, including specific rates for non-profit and educational organizations, will be established in coordination between the City and the selected Facility Operator. This schedule will ensure that local and regional organizations can utilize the space while maintaining an efficient and sustainable operational model. Current space utilization projections confirm that the facility is appropriately sized to meet the needs of both the identified partners and community organizations located in Frisco.

Let's ask a few questions first: - Can Frisco support 7 world-class sports facilities? - Should we ask private partners at the Star, PGA, Toyota Stadium, Riders Field, and the Comerica Center to consolidate into one mega-sports building in Frisco for the sake of efficiency? Or do they each cater to different sports and audiences to warrant their own facility? If Frisco can support multiple world-class venues for sports, we believe Frisco can also support 2 performing arts centers. - FISD Performing Arts Center is for 56,000+ students and their needs. - Frisco Center for the Arts is for the 230,000+ residents and regional audiences who will enjoy Broadway, local performances, and more in their own backyard.

Right now, the status is in YOUR hands! Your vote will help keep this project moving forward. The project is currently in Phase 2, the final phase of a comprehensive multi-year planning effort, with a focus on ensuring success across key dependencies such as securing funding partners, aligning design and cost, evaluating funding feasibility, and selecting an operator. The Frisco City Council aims to provide final direction on project funding, site selection, and authorization for design and construction in mid-2025, after the community has had an opportunity to vote on the project in May. Throughout this phase, comprehensive planning, fundraising efforts, and concept development will continue. For more detailed updates on the tasks and timeline for Phase 2, visit the project website: www.theatreprojects.com/FriscoPlanning.

No. A Vote YES simply tells City Council that the community wants Frisco to join the current partners ALREADY at the table for the Frisco Center for the Arts and continue exploring the project together. A Vote YES gives City Council the tool in the toolbox to use the sales tax funding mechanism IF and WHEN the project is ready. A Vote YES also signals to the private sector that Frisco is a trusted partner at the table, and that they are welcome to join. The final project approval won’t happen until July 2025. That means even if voters approve Prop A & B, another Council vote is required to UTILIZE the community's authorized bonds—ensuring multiple safeguards and off-ramps before any public funds are used.