A rendering of the exterior of Twelve Cowboys Way, a 17-story luxury apartment Tower at the Star at Frisco. TWELVE COWBOYS WAY
Robert Shaw, Charlotte Jones Anderson, Jerry Jones and Roger Staubach, (from left) stand inside the showroom for the high-rise residence now being built at the Star. JAKE DEAN
Lobby views. TWELVE COWBOYS WAY
The Twelve's pool deck. TWELVE COWBOYS WAY
Charlotte Jones Anderson and Robert Shaw discuss the Twelve's design inside the apartment tower's showroom at The Star in Frisco. JAKE DEAN
A rendering of the Twelve Cowboys Way street entrance. TWELVE COWBOYS WAY
The luxury apartment building will be open February 2020. JAKE DEAN
A small showroom is now open at The Star in Frisco. JAKE DEAN
A sample model of the kitchens at Twelve Cowboys Way. JAKE DEAN
Dallas Cowboys fans will now be able to live next door to the team's world headquarters and practice facility. Leasing is officially open at Twelve Cowboys Way, a luxury apartment high-rise opening February 2020 at The Star in Frisco.
The 17-story building located just southeast of the Ford Center off of Gaylord Parkway will overlook the 91-acre sports and entertainment campus and have 160 units that range in size from 800 square feet to 3,200 square feet. Residents will receive memberships to the private Cowboys Club, which otherwise has a waitlist, and Cowboys Fit, a 60,000-square-foot luxury gym.
The high-end apartment project is a joint venture between Cowboys owner Jerry Jones, former Cowboys quarterback Roger Staubach, and former Cowboys center and Columbus Realty CEO Robert Shaw.
“We want the people living in it to be, as close as you possibly could, involved in the fabric of what the Cowboys have been and what they’re going to be,” said Jones. “We think it will be memorialized for many years to come by its very being, that 17-story building that basically says, ‘This is about the Cowboys. This is about Roger Staubach.’” Show Full Story
Staubach and Shaw, both Dallas developers, have worked together both on and off the field. The two played for the Dallas Cowboys together for a year when Shaw was a first-round draft pick in 1979 before Staubach retired in 1980. They later joined forces in the real estate industry when Shaw retired from football in 1982.
“He was one tough son of a gun,” Staubach said of Shaw. “It was really fortunate that in the 80s we were able to work together after he retired. All of the sudden I realized he does the heavy lifting. He’s really the quarterback and I’m the center in the real estate business.”
Shaw, who has developed several apartment buildings throughout Dallas-Fort Worth, said he’s learned that successful residential projects are about place-making and customer service more than anything, and Twelve Cowboys Way will be a reflection of that.
As for who their target tenant is?
“First and foremost, a Cowboy fan maybe,” Shaw said laughing. “And then probably an empty nester, selling a large home, lives in this part of the city or might have a home somewhere else – beach, mountains, farm, whatever – but someone who is still working and still active and wants to stay in the Dallas-Fort Worth area and come live with us and be part of the Cowboy family. You’d have to be a name sponsor to get this kind of access and treatment. You can get it for the price of leasing an apartment, so it’s a pretty neat value proposition.”
Units at Twelve Cowboys Way, which range from one to three bedrooms, don’t come cheap. The starting price is $2,700 a month — more than twice the average apartment rent in Dallas. But tenants pay for more than just a luxury apartment.
“The inclusion into the Cowboy Club and Cowboy Fit and to really the Cowboys lifestyle is what we’re really offering, and to have a chance to maybe have a chance encounter and rub shoulders with a player or coach who might be there,” said Charlotte Jones Anderson, executive vice president and chief brand officer of the Dallas Cowboys.
Tenants will have access to 24-hour concierge services, room service provided by Omni Frisco Hotel, “luxury travel options” to AT&T Stadium in Arlington for Cowboys games, priority placement on the waitlist for season tickets and designated days to watch the players practice at The Star.
Inside the building, units will have classic luxury apartment finishes, such as waterfall islands, quartz countertops, wine refrigerators, keyless entry and floor-to-ceiling windows.
“From an aesthetic standpoint, we really wanted it to feel much like your experience at the stadium or the other places around The Star where we’ve truly invested in the quality of whole facility as an entity of itself as well as the individual units so people feel special when they walk in,” she said.
With the practice facility, the office building, the Omni Hotel and retail shops already in place, residential was the next piece of the puzzle to fall into place for the vision of The Star, Shaw said.
And Staubach said the exponential corporate growth in Frisco means now is as good a time as any to develop an apartment project.
“We also have JP Morgan, Toyota, FedEx, Liberty Mutual, you’ve got Dr. Pepper and you’re going to have the PGA here,” said Staubach. “There’s just a lot of activity. What’s happened here, being in the real estate business as long as I have, it’s unprecedented.”