Jerry Jones is pushing to round out The Star’s offerings with a homegrown coworking venue. Called Formation, it will open at Jones’ 91-acre mixed-use campus in Frisco, anchored by a world headquarters for the Dallas Cowboys. The new 18,000-square-foot office will provide options ranging from open workspace to dedicated desks and private offices.
“Formation is rooted in the winning spirit of the Dallas Cowboys, and we believe business professionals can channel that same spirit and leverage it for their benefit,” said Jerry Jones Jr., the team’s executive vice president and chief sales and marketing officer, in a statement.
Members of Formation will have access to an exclusive package of offerings courtesy of the Dallas Cowboys, including events and content created by the team’s front-office staff. “By combining the sophisticated aesthetic, influential network of our membership, and one-of-a-kind access to business expertise from the Cowboys front office, I believe we are creating an atmosphere that can allow entrepreneurs and executives to reach new heights within their business,” Jones said.
The Cowboys will use an application process to curate a tenant mix that reflects its goal of infusing The Star with a shot of innovation culture. This approach is a key differentiator in a market that has seen the coworking floodgates open across the region.
With Formation, The Cowboys and The Star are throwing their weight behind the trend of companies baking coworking into their building operations, either through third-parties like Common Desk and WeWork or through their own brands.
The new coworking venture follows a big corporate relocation win for The Star, which recently announced that Keurig Dr Pepper will join its roster of tenants in 2021, with a 350,000-square-foot build-to-suit.