For any city to gain five luxury hotels within a few years’ time is impressive, but for a city like Frisco, Texas (population: 137,000), it’s huge. Between mixed-use developments going up around the area—especially the $5 Billion Mile, as the Wade Park projects have been dubbed—plus major corporations moving to North Texas (Toyota, Liberty Mutual and State Farm, to name a few), it’s a good time to be in Frisco. If it was previously known as a suburb of Dallas, Frisco is becoming its own destination.
“We’ve got a strong six-day market in terms of a broad base of business,” says Marla Roe, CDME, CTA, executive director of the CVB. “We do a lot of corporate and group during the week, and weekends are filled with faith-based groups or leisure travelers.”
New hotels moving in are simply an example of supply fulfilling demand. When the five open by 2019, plus six limited-service properties and a Marriott Residence Inn, they will more than double Frisco’s room count from 2,000 currently to 4,100 according to the Frisco Economic Development Corporation.
In addition to new hotels, save your appetite for Frisco’s flowering food scene. “It’s a struggle for us to keep up with new restaurants opening,” admits Ryan Callison, the CVB’s director of marketing and communications, noting the forthcoming Frisco Fresh Market will be a hot spot for group dine-arounds and entertainment.
