Luxury Rides at the Dallas Cowboys World Headquarters: Trying Out the New Lincoln Experience Center

Having never been to an NFL game before (I grew up in San Antonio, therefore my professional sports allegiance lies only with basketball and the San Antonio Spurs), I was particularly excited to attend one late last month as a guest of Lincoln, the official luxury vehicle of the Dallas Cowboys.

I’ve visited AT&T Stadium once, for the college football national championship in 2015, but the energy was on an entirely new level for the Cowboys, especially as it became clear they would beat the Washington Redskins following three consecutive losses.

Our seats in the centrally located Lincoln Founder’s Club suite were stellar, as were the libations and smorgasbord of sushi, sandwiches, sliders, and desserts.

But, I digress. Prior to the game, I headed north on the tollway to The Star complex in Frisco — home to the Ford Center (the Dallas Cowboys’ new world headquarters); a luxury Omni hotel; restaurants including Dee Lincoln Prime, Cane Rosso, and Mi Cocina; and the recently opened Lincoln Experience Center.

Much like the first of its kind, which opened in July 2016 at Fashion Island in Newport Beach, California, the Lincoln center in Frisco provides clients with an experience far from that of a typical car dealership.

Walking through the space, which feels intimate and welcoming as opposed to large and impersonal, I noticed there were only a select few cars on display, including the roomy 2018 Lincoln Navigator with cool features like wireless charging and a massage function in the driver and front-passenger seats.

Also inside the center are private consultation rooms, lounges that showcase what Lincoln’s audio systems are capable of, and customization stations where you can (electronically) experiment with different car models and colorways. Aesthetically, there’s a stunning water-feature wall emblazoned with the Lincoln logo.

I also learned that the company has a new portfolio of services dubbed The Lincoln Way, offering at-home test drives, pickup and delivery, complimentary loaner cars, and a Lincoln Concierge — essentially a virtual personal assistant who’s available 24/7 to answer questions or schedule vehicle maintenance. (There’s even an app for that.)

It makes sense that Lincoln would open its second experience center in Dallas-Fort Worth, and not just because of its connection to the Cowboys. Second only to California, Texas is one of the fastest growing luxury markets in the country — with Dallas continually solidifying itself as a premier destination for exquisite jewelry, haute couture, and posh vehicles with incomparable customer service.

Lincoln Experience Center, 3620 The Star Blvd., Frisco, 972.292.0789.