Frisco Tower development to begin with luxury Dream Hotel
A new high-rise development located on Frisco’s northern border is planned with millions of square feet of office space and a luxury hotel.
The 230-acre Firefly Park is planned at the busy southwest corner of the Dallas North Tollway and US Highway 380.
The first phase of Wilks Development’s project will include a 200-room luxury hotel.
“Our flagship hotel – the Dream Hotel – will be the first thing we build there,” said developer Kyle Wilks. “We have an ambitious vertical construction plan.
“We must have a lot of density on the first day.”
Construction of the hotel is expected to begin next year.
In addition to the Dream Hotel, plans for Firefly Park call for nearly 5 million square feet of office space, 2,200 luxury residential units, multiple food and beverage venues, 380,000 square feet of retail space and a music hall and outdoor amphitheater.
“We have this beautiful 40-acre greenbelt running through the middle,” Wilks said. “You can jog, walk your dog, take your kids to the playgrounds.”
Wilks Development hired Amsterdam-based architect UN Studio and Sasaki Associates to design Firefly Park.
“Amsterdam is probably one of the most walkable cities in the world,” Wilks said. “We wanted that mindset to happen.
“We wanted to do something with a different style,” he said. “We think Frisco is becoming an international city and we wanted to be part of that.”
The Frisco boutique hotel will be the first location in Texas for Dream Hotels, which operates properties in North America, Asia and the Middle East.
“We reviewed Frisco several years ago on a different site,” said Jay Stein, CEO of Dream Hotel Group. “That’s when I really understood what Frisco was and why it was such an important city.
“With what’s going on with Jerry Jones and the Cowboys setting up and the PGA, we were already comfortable with why Frisco would be a good location,” he said. “We are fortunate to partner with visionary developers like Wilks Development who share our same big dreams and bold ambitions to grow and expand our brand in new and emerging markets across the country.”
Dream Hotels are now open in the United States in New York, Nashville, Hollywood and Miami.
“We recently signed in Memphis, San Antonio, Atlanta, Cleveland and Oklahoma City,” Stein said. “We have about five different projects underway in Mexico at various stages of development.”
Dream Hotels has also worked for several years with a hotel site on McKinney Avenue in the Uptown district of Dallas. “We’re still working on funding and may bring in a funding partner for this one,” Stein said.
Based in Parker County, just west of Fort Worth, Wilks Development owns properties in West Texas, Fort Worth and Southlake. The company was founded by family of energy executives Dan and Farris Wilks, who started their business in the West Texas town of Cisco.
“We bought the property in 2015,” Kyle Wilks said. “We were looking for a good place to invest and thought the intersection of Highway 380 and Dallas North Tollway was pretty hard to beat.
“We always thought growth would follow the Dallas North Tollway,” he said. “For years to come, this will be the Metroplex’s greatest opportunity.”
The Firefly Park site is northeast of where the PGA of America is building its new headquarters, which will have two championship golf courses and an Omni Hotel and Resort.
Fields’ $10 billion development provided for more than 14,000 homes and apartments as well as commercial space. It’s just south of the Wilks Development site.
“We’ve been very lucky with the PGA coming in and all the other things going on there,” Wilks said.
The first phase of Firefly Park would open in 2026.
“”When we started thinking about what the northern part of Frisco was going to look like, we knew it had to be a different experience from the southern part of our city,” Frisco Mayor Jeff Cheney said in a statement. “Now, with the announcement of the Dream Hotel coming to Firefly Park, it adds a very different and cool vibe to Frisco.
“Dream will be a destination for the region and is an impressive start for Firefly Park.”