New Dallas Cowboys Hotel Takes Shape

Eccentric Billionaire is Branding Towers to New Heights

By Chris Baldwin // Nov 5, 2015

The Omni Frisco's rooftop pool has views of the Dallas Cowboys headquarters.

Jerry Jones may still get his wish of having the Dallas Cowboys’ star stamped on everything in the world, after all.

The latest project seemingly being built toward that goal? A sparkling, new Omni Hotel that will jet up 16 stories above the Cowboys’ plush, new $250 million “world headquarters” in Frisco, Texas. Stitching in the hotel rooms will give “a nod” to football — and undoubtably the Cowboys’ iconic logo. Expect to see a star embroidered into the carpet — or on your pillows.

This is life in any Jerry World project. Heck, there’s a giant blue star in the middle of the fairway at Cowboys Golf Club — the golf course built by Jerry Jones in Grapevine. This headline-grabbing billionaire takes putting his stamp on projects to another level.

Of course, there’s no doubting the power of the Dallas Cowboys’ brand. They may no longer really be “America’s Team” — they may no longer even win any games this season with Tony Romo sidelined — but their popularity still borders on Taylor Swift-level fanaticism. This new Omni will undoubtably be overrun with Cowboys fans who yearn to be closer to the objects of their obsession. And maybe a few business travelers, too.

A restaurant from a “well-known chef” will be housed in the 300-room hotel, and the pool deck and some rooms will overlook one of the Cowboys’ practice fields. The hotel’s just part of the overall 91-acre complex dubbed The Star in Frisco that will serve as the NFL team’s training camp and regular-season practice base. Scheduled to open in the summer of 2016, this private-public partnership between the Cowboys, the City of Frisco and Frisco ISD will be highlighted by a 12,000-seat indoor stadium (local high schools will also play games at the facility).

This is a project that’s transforming this booming city, which sits about 30 miles north of Dallas. Getting a new Omni hotel goes right along with that. This is an area previously marked by more modest hotel concepts such as Comfort Inn, Homewood Suites and Hampton Inn.

Jones — who will own half of the hotel — called Omni “a No. 1 draft pick” at the press conference announcing the move. Now, he just needs to add a few stars to it.