The Star in Frisco nominated for Breakthrough of the Year
The Dallas Cowboys are one of the few organizations that could pull off a rare two-fer: A lifetime achievement award and breakthrough of the year. The Sports Business Journal announced its nominees Monday for the 2017 Sports Business Awards, honoring Cowboys owner Jerry Jones with the Lifetime Achievement Award as well as the franchise’s latest project. SBJ nominated the Cowboys’ franchise for Sports Breakthrough of the Year with the opening of The Star in Frisco. The Star in Frisco, Texas, was one of five nominees for the top breakthrough along with ELEAGUE, Fanatics, On Location Experiences and UFC 205. The winner will be announced on May 24. Jones also will be honored during the ceremony at the Marriott Marquis in Times Square. Advent teamed with the Dallas Cowboys to create The Star, an unprecedented mixed-use headquarters that redefines how a legendary team interacts with its fans and partners. The 91-acre facility boasts evocative design and experiences that allow visitors to engage with the Cowboys of yesterday, today and tomorrow. An immersive environment of displays, interactive elements and memorabilia communicates the history of the franchise and its iconic players, giving visitors intimate access to the Cowboys experience. Sponsored areas create an organic space for partner and fan interests to intersect, and team facilities provide an atmosphere of inspiration and pride. With energetic design, engaging information and the hallmarks of a storied team, The Star delivers an unforgettable experience. The Star recently opened for public tours and will host the Texas Tech spring football game.