Roger Staubach Partners Up With America’s Team Again, This Time For Real Estate

If you live in North Texas, you pretty much worship the Dallas Cowboys, and the team’s most famous quarterback, Roger Staubach.

Starting next year, Cowboys fans can live right next door to their dream team’s 91 acre world headquarters and practice facility in Frisco, Texas, about 28 miles north of Dallas. Even better news: the $62.5 million project is being developed through a joint venture with Roger Staubach, one of the most famous players in football history, Cowboys current owner Jerry Jones, and former Cowboys center Robert Shaw, a Dallas-based developer.

“At the Hall of Fame, the most asked about, most inquired about player or coach or individual that has ever been in the Hall of Fame is our own Roger Staubach, number 12,” Jerry Jones said proudly.

On Monday, April 1, the Cowboys christened Twelve Cowboys Way, a luxury apartment high-rise at The Star in Frisco. The 17-story building will open in February of 2020.

The address is named after Staubach’s world famous jersey number.

“This is a big day for us, and for the Dallas Cowboys,” said team owner/general manager Jerry 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.’ We want the people living in it to, as close as you possible could, be involved in the fabric of what the Cowboys have been and what they’re going to be.”

Rent an apartment at Twelve Cowboys Way, you get a membership at the Cowboys Club at The Star, a membership at Cowboys Fit, and even an opportunity to be a part of Cowboys practices.

A word about The Star: it’s the most amazing business/live/entertainment environment you have ever seen. It is located in the hub of a community known as Billion Dollar Mile, in Frisco, Texas, the fastest-growing large city in the country, according to the U.S. Census Bureau. The city is home to the headquarters of transplant companies such as State Farm Insurance, Jamba Juice, the PGA of America and, in the next few years, Keurig Dr Pepper. In 2015, Toyota USA broke ground on it’s $350 million-plus, 100 acre campus that brought more than 4500 jobs to North Texas. 

The Toyota transplants should all be settled in by now. But an analysis by CityLab reveals that Dallas is still a strong contender for corporate relocations — when ranking growth in headquarters locales, Dallas ranks third. And Dallas is also still somewhat of a “bargain” compared to Houston and Austin, where luxury homes cost a median $431 per square foot in Austin, and $346 per square foot in Houston. Dallas (North Texas) sells at an average of $320 per square foot, below the state average of $358.

Located at the junction of Gaylord Parkway and the Dallas North Tollway, Twelve Cowboy Way is a straight shot south to Dallas. Jerry Jones, who lives in Highland Park, one of the most upscale communities in North Texas, helicopters to his office at The Star to avoid traffic.

The Star’s 91-acre sports and entertainment campus features sports facilities, a 60,000 square foot luxury gym, commercial office space including several real estate brokerages, and an exclusive private club restaurant where diners watch the Cowboys practice on the practice field below and rub elbows with team owners, players, and stars on any given day. It’s called The Cowboys Club at The Star; the membership fee is steep, and the waiting list is as long as a Hail Mary pass..

“The inclusion into the Cowboy Club and Cowboy Fit and to really live 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 also have access to a myriad of services including 24-hour concierge services, room service provided by the nearby Omni Frisco Hotel, “luxury travel options” to AT&T Stadium in nearby Arlington where Cowboys games are played, priority placement on the waitlist for season tickets, and designated days to watch the players practice at The Star.

It will be living, dining, and sleeping football.

The units are not cheap: rents will start at $2700 a month — high by the North Texas standard of about $2 per square foot rental rates, but close to what luxury apartments in Uptown Dallas are  getting. Twelve Cowboys Way will have 158 units that range in size from 700 to 800 square feet (small square footage by North Texas standards, but okay for a second home) to 3,200 square foot homes. These are luxury units with high end  finishes, such as waterfall islands, quartz countertops, wine refrigerators, keyless entry and floor-to-ceiling windows overlooking Dallas Cowboys World Headquarters.

“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,” says Charlotte, who is Jerry Jone’s daughter.

The target tenant is, of course, a Dallas Cowboys fan, perhaps an empty nester shedding a larger area home or, a second home buyer wanting to rub shoulders with America’s team.

Which will be the biggest draw, says Robert Shaw.

“You can’t ignore that,” he said. “It starts with people who are attracted by the amenities that will appeal to Cowboys fans, who want to feel like part of the Cowboys family.”

Staubach, who lives in Dallas, took note of the high transplant population.

“You have Toyota down the street, JP Morgan, and now Dr Pepper and the PGA coming here, and people are moving here from more expensive areas and are finding that they can afford great projects like this,” Staubach said.

There are also communities of baby boomers within a 20-mile radius, looking to downsize in the next few years, many prefering to rent rather than own.   

The Cowboys are now the latest professional sports franchise to combine real estate with the appeal of living around a popular sports team, as pro sports franchises have served as catalysts for real estate developments. The Star in Frisco, where the Jones family has a long history of residential development, was a no-brainer, as was connecting with a former star player who just happens to be in the real estate business. 

Stay tuned for the next chapter in Dallas Cowboys real estate. According to Forbes, The Dallas Cowboys is the most valuable sports team internationally, with an estimated value of $4.8 billion. 

This post first appeared on Forbes.com. To see the original, click here.