The Star in Frisco is the only place on Earth where you can walk through the world headquarters of the Dallas Cowboys, stand on the very turf where the team practices, browse the largest official Cowboys Pro Shop in existence, eat at a dozen restaurants curated by team partners, and even take a guided tour past Jerry Jones’s interactive hologram. Spanning 91 acres on the western edge of Frisco, Texas, The Star is the world’s most ambitious sports-team headquarters complex — a true public destination that fans of America’s Team have made into a year-round pilgrimage. This complete visitor guide walks through everything you need to know to plan your trip: tours, Ford Center events, dining, shopping, photo ops, parking, hours, and the insider tips that turn a quick walk-through into a half-day experience.
The Star is also the largest single attraction in our pillar guide to Frisco TX sports. Pair your visit with stops at the National Videogame Museum (inside The Star itself) or a short drive south to the National Soccer Hall of Fame at Toyota Stadium for a complete Frisco sports day.
What Is The Star in Frisco?
The Star is the official 91-acre world headquarters and practice facility of the Dallas Cowboys, opened in 2016 as a partnership between the Cowboys franchise, the City of Frisco, and Frisco Independent School District. Located at 1 Cowboys Way, Frisco, TX 75034, the campus combines the Cowboys’ 510,000-square-foot administrative office building, two outdoor practice fields, the indoor Ford Center stadium, the Tostitos Championship Plaza public gathering area, the Cowboys Pro Shop, the Cowboys Fit fitness center, the Omni Frisco Hotel, the Cowboys Club private dining venue, the Cowboys Locker Room reconstructed as a tour stop, the National Videogame Museum, and approximately 12 restaurants and bars open to the public.
What makes The Star fundamentally different from a typical NFL stadium experience: it’s free to walk through. The plaza, the public spaces, the restaurants, and the Pro Shop are all open daily for casual exploration. Only the guided tour, certain Ford Center ticketed events, and private hotel/restaurant areas require payment. That accessibility — combined with the genuine excitement of being inside the working headquarters of the most valuable franchise in American sports — makes The Star one of the most-visited tourist attractions in the entire DFW metroplex.
The Star Tours: Standard, VIP & New Hologram Experience
The headline experience at The Star is the official guided tour, which has gone through several upgrades since its 2016 launch. The current 2026 tour lineup includes:
Standard Star Tour ($30 adults / $20 kids)
The 75-minute Standard Tour walks small groups through the Cowboys Locker Room (reconstructed for tour viewing), the Tostitos Championship Plaza, the Cowboys Hall of Fame display, the Hill of Honor commemorating Cowboys greats, the Miller Lite House sponsor bar, and a stop on the Ford Center practice field for a midfield photo. Tours run multiple times daily — generally on the half-hour from 10:00 AM through 4:00 PM. This is the right tour for first-time visitors and casual fans.
VIP Guided Tour ($65 adults / $45 kids)
The 90-minute VIP Tour adds the NFL Draft War Room (the actual conference room where the Cowboys conduct draft strategy sessions), private access to the press conference podium, the executive offices viewing area, and additional time in the Cowboys Hall of Fame. VIP attendees also receive a swag bag including an Authentic Letter of Fandom from Jerry Jones, a magnetic pop-up picture frame souvenir, an exclusive Dallas Cowboys lapel pin, an event-day tote, and a 10% Pro Shop discount good for the day. This is the premium experience and the right choice for serious Cowboys fans.
The Jerry Jones Hologram Experience (Premium Add-On)
Debuted in 2024 and quickly becoming the talk of the tour circuit, the Jerry Jones interactive hologram is a life-sized, AI-driven projection of the Cowboys owner that converses with visitors, answers questions about the team and his life, and shares Cowboys history. The hologram experience is included in the VIP Tour (no extra charge) or available as a $20 add-on to the Standard Tour. Plan an extra 15-20 minutes for hologram interaction time.
Booking Tips
Book online in advance — Saturday tours regularly sell out by Wednesday. Tours include access to The Star’s main public areas before and after, so plan to arrive 30 minutes early to walk the plaza. Photography is allowed throughout the tour except inside the executive office areas. Children under 4 are free on all tours but need their own (free) reservation.
Ford Center at The Star: Concerts, Football & Events
The 12,000-seat Ford Center is the heart of The Star’s event programming. Originally built as the Cowboys’ indoor practice facility, it doubles as a community and entertainment venue that hosts approximately 80 events per year. Key event categories:
Frisco ISD High School Football
The Ford Center hosts Frisco ISD high school football games each fall — and Texas high school football inside an NFL-grade indoor stadium is an experience every visitor should try at least once. Tickets are typically $10-$15. The atmosphere on a Friday night is the closest most visitors will ever get to the famous “Friday Night Lights” Texas football tradition. Schedule runs late August through November.
Concerts & Touring Acts
Ford Center hosts roughly 15-20 major touring concerts per year, often featuring country music acts (it has hosted Brad Paisley, Carrie Underwood, Reba McEntire), Christian music acts, comedy acts (Sebastian Maniscalco, Bert Kreischer), and pop acts visiting the DFW market. Tickets typically run $45-$200 depending on the show.
Sports & Tournaments
Ford Center has hosted the Big 12 Championship game, the NCAA Frisco Bowl logistics support, college basketball tournaments, indoor soccer matches, esports tournaments, and the regular Frisco Fighters indoor football team during their season. Tickets vary widely — some events from $15.
Family Shows
The Ford Center hosts Disney on Ice, Cirque du Soleil productions, Sesame Street Live, monster truck rallies, and PBR Bull Riding events. Family-show tickets typically $25-$75 per person.
Cowboys Practice & Special Events
During Cowboys training camp (typically late July) and select offseason workouts, the team practices on the Ford Center field. Some practices are open to the public — typically free with reservations released 1-2 weeks in advance via the Cowboys’ official site. These open practices are among the most coveted free Cowboys experiences in existence.
Cowboys Pro Shop: The World’s Largest Cowboys Merchandise Store
The Cowboys Pro Shop at The Star spans 7,500 square feet and offers the most complete Cowboys merchandise selection anywhere — broader than the gift shops at AT&T Stadium in Arlington and dramatically broader than any third-party retailer. Inventory includes authentic NFL game jerseys, replica jerseys, vintage and throwback gear, kids’ sizes, women’s-cut Cowboys fashion, hats, hoodies, training-camp gear, autographed memorabilia, signed footballs and helmets, throwback Tom Landry-era memorabilia, training equipment for football camps, home decor (Cowboys lawn chairs, beach towels, kitchen items), and exclusive items unavailable anywhere else. The shop also offers free in-store Cowboys-jersey number customization with most jersey purchases.
Pricing tiers: replica jerseys start around $130, authentic Nike Elite game jerseys are $325, custom autographed memorabilia ranges from $200 to $5,000+, and kids’ jerseys start around $80. The store hosts occasional player meet-and-greets — check the schedule on the official site. Seasonal sales (post-Super Bowl, late August back-to-school) frequently offer 25-40% discounts.
Restaurants & Dining at The Star
The Star is home to approximately 12 restaurants and bars, ranging from casual fast-fired pizza to fine dining. Key options to know:
Cane Rosso: Wood-fired Neapolitan pizza, James Beard-recognized. The most popular dinner option at The Star.
Mi Cocina: Tex-Mex chain that built a Dallas legend on its Mambo Taxi cocktail. Solid choice for groups.
Trompo Frisco: Award-winning trompo-style tacos al pastor, a Dallas favorite that opened a Star location in 2021.
Neighborhood Services: Modern American comfort food inside the Omni Frisco Hotel. Expect $30-$50 per person.
Cowboys Club: Members-only fine dining, but tour participants and hotel guests can sometimes access via concierge — ask about availability.
Punch Bowl Social: Massive arcade-bar-restaurant combo with bowling, pingpong, karaoke rooms, and a full menu. Great for groups, late nights, and rainy days.
Press Box Grill: Sports-bar with extensive beer selection. The default Cowboys-game-day watching destination.
Capriotti’s Sandwich Shop: Quick-serve East Coast-style sandwiches.
The Tipsy Aussie: Australian-pub-themed bar with kangaroo burgers and an extensive whiskey list.
For a wider Frisco dining picture, see our best restaurants in Frisco TX guide.
National Videogame Museum: A Free Bonus Inside The Star
Located inside The Star at 8004 Dallas Parkway, the National Videogame Museum is the United States’ first dedicated video game museum. Walking through is like a multi-decade time capsule of arcade culture: original Atari consoles, the world’s largest Pong cabinet, classic 80s home-game memorabilia, rare prototypes, and a museum-spanning arcade where every classic from Pac-Man to Street Fighter II is set to free play with admission.
Admission: $14 adults / $10 kids ages 4-11 / kids under 4 free. Hours: Tuesday-Saturday 10 AM-6 PM, Sunday noon-5 PM, closed Monday. Plan 90 minutes to two hours. Buy a combo ticket with a Star tour for a 15% discount.
Tostitos Championship Plaza & The Outdoor Public Spaces
Even without buying a ticket, you can spend hours exploring The Star’s free public spaces. Tostitos Championship Plaza serves as the central gathering area, anchored by a model turf field for casual photos, a giant Cowboys star logo embedded in the plaza floor (the most-photographed item at The Star), interactive Cowboys timeline displays, and the Miller Lite House open-air sponsor bar. The Star Walk surrounding the plaza features statues, plaques honoring Cowboys legends, and rotating exhibits.
Plaza events run year-round including Cowboys watch parties (free to attend during away games), summer outdoor movie nights, fall pep rally events leading up to home games, the annual Light Up The Star holiday tree lighting in late November, and free concerts at the plaza stage. Check the official events calendar for the current month’s schedule.
Game-Day Experience at The Star
While Cowboys regular-season home games are played 25 minutes south at AT&T Stadium in Arlington, The Star transforms on every game day into a major fan-gathering destination. Pre-game watch parties on Tostitos Plaza begin 3-4 hours before kickoff with food trucks, live music, free face painting for kids, autograph signings, and giant outdoor TVs broadcasting pregame coverage. Many fans drive to The Star for pre-game festivities, then either continue to AT&T Stadium for the live game or stay at one of the Plaza’s bars and restaurants for the broadcast. Game-day parking at The Star is free until kickoff.
Hours, Parking & Logistics
Address: 1 Cowboys Way, Frisco, TX 75034 (intersection of Dallas North Tollway and Warren Parkway).
Public area hours: Tostitos Plaza, restaurants, and Pro Shop generally open 9 AM through 11 PM (varies by venue). Tour hours: typically 10 AM-4:30 PM Tuesday-Saturday, 11 AM-4:30 PM Sunday, closed Monday for tours (though restaurants remain open).
Parking: Free in The Star’s surface lots and garage. Validation available for paying restaurant and hotel guests. Closest entrance for Pro Shop and Plaza is the eastern garage off Cowboys Way.
From DFW Airport: 30 minutes via DNT North. From Downtown Dallas: 35 minutes. From Stonebriar Centre: 10 minutes south.
Public transit: Limited. Uber and Lyft both serve The Star reliably; expect $30-$50 from DFW.
The Star Frisco: Best Time to Visit
The Star is busy year-round, but timing affects your experience.
Cowboys season (September-January): Highest energy. Plaza events on game days, training-camp practice possibilities, and full-strength tour groups. Crowds are heaviest on Sundays.
Spring (March-May): Quieter and pleasant weather. Best time for first-time guided tours without long lines.
Summer (June-August): Heavy family-vacation traffic. Cowboys training camp typically opens late July at The Star with practices open to the public — the year’s most coveted free experience.
Holidays (November-December): The annual Light Up The Star ceremony in mid-November launches the holiday season with a 10-minute fireworks-and-light show over the plaza, free hot chocolate, and themed decorations through New Year’s.
Photography Spots: The 5 Best Photo Ops at The Star
If you want to come away with great photos, prioritize these five spots:
1. The giant Cowboys star embedded in Tostitos Plaza floor — the iconic shot.
2. The model turf field with the practice goalposts behind you — looks just like an NFL stadium photo.
3. Inside Ford Center on the practice field at midfield — included on guided tours.
4. The Hill of Honor — a small grass mound topped with the names of Cowboys legends. Best at golden hour (4-5 PM in winter, 6-7 PM in summer).
5. The Cowboys Pro Shop entrance with its giant logo. Quintessential gift-shop souvenir photo.
The Star FAQ
Is The Star in Frisco free to visit?
Yes — Tostitos Championship Plaza, the public outdoor spaces, the Cowboys Pro Shop, and the restaurants are all free to visit. Only the guided tour, Ford Center ticketed events, and private hotel/restaurant access require payment.
How much does The Star tour cost?
The Standard 75-minute Tour is $30 for adults and $20 for children. The VIP 90-minute Tour is $65 for adults and $45 for children, including the Jerry Jones hologram experience and a Cowboys swag bag. The hologram is also available as a $20 add-on to the Standard Tour.
Can you watch the Dallas Cowboys practice at The Star?
Sometimes. During training camp (typically late July) and select offseason workouts, the team practices in the Ford Center with select practices open to the public. Free reservations are typically released 1-2 weeks in advance via the official Cowboys site. Regular-season practices during the year are closed to the public.
How long should I plan to spend at The Star?
Plan 3-4 hours for a complete first-time visit including a tour, time at the Pro Shop, lunch at one of the restaurants, and a stroll through the plaza. Add another 90 minutes if you want to include the National Videogame Museum.
Is parking free at The Star?
Yes — parking is free in The Star’s surface lots and garages, with validation available for paying restaurant and hotel guests. Closest entrance for the Pro Shop and Plaza is the eastern garage off Cowboys Way.
Do Cowboys games happen at The Star?
No — regular-season Cowboys home games are played at AT&T Stadium in Arlington, 25 minutes south. The Star is the team’s practice facility and headquarters; the Ford Center inside The Star hosts approximately 80 non-Cowboys events per year including high school football, concerts, and family shows.
Is there a hotel at The Star?
Yes — the Omni Frisco Hotel sits inside The Star campus with 300 rooms, an outdoor pool overlooking the practice fields, the Neighborhood Services restaurant, and Cowboys-themed specialty suites decorated by current and former players. Hyatt Regency Frisco opened next door in 2023 as an alternative. See our where to stay in Frisco TX guide for details.
Can kids participate in tours at The Star?
Yes — tours welcome all ages. Children under 4 are free with reservation. The 90-minute VIP Tour may be too long for very young children; the 75-minute Standard Tour is the better fit for kids under 8.
What is the best food option at The Star?
Cane Rosso (wood-fired Neapolitan pizza) is the most popular dinner option. Trompo (al pastor tacos) is the local-favorite quick option. Neighborhood Services inside the Omni Hotel offers the most polished sit-down experience. Punch Bowl Social is the best group/family option with bowling and games on-site.
How do I see Jerry Jones at The Star?
You can interact with the new AI-driven Jerry Jones hologram introduced in 2024, included with the VIP Tour or available as a $20 add-on to the Standard Tour. The real Jerry Jones is rarely on the public side of the campus, though tour groups occasionally see him passing through during business hours.
Is the Cowboys Locker Room open to the public?
The reconstructed Cowboys Locker Room is a stop on both the Standard and VIP guided tours. The actual working locker room used by the team during practices and games is not publicly accessible.
What events does Ford Center host?
Roughly 80 events per year including Frisco ISD high school football, major touring concerts, Big 12 Conference championship events, indoor soccer, family shows like Disney on Ice and Cirque du Soleil, comedy specials, esports tournaments, and Cowboys training-camp practices. Check the official Ford Center calendar for current schedule.
Plan Your Visit to The Star in Frisco
The Star in Frisco is the cornerstone attraction of any sports-themed visit to North Texas — and increasingly, a full-day destination even for visitors with only mild Cowboys interest thanks to the strong restaurant lineup, the National Videogame Museum, and the year-round plaza events. For first-time visitors, a tested itinerary is: arrive at 10 AM, take the 11 AM VIP Tour with the Jerry Jones hologram, lunch at Cane Rosso or Trompo, browse the Pro Shop after lunch, visit the National Videogame Museum mid-afternoon, and finish with sunset cocktails at The Tipsy Aussie or Miller Lite House. Plan for 4-6 hours total.
For Cowboys super-fans, time your trip to overlap with training camp (typically late July) for the chance to watch open practices, or with home-game weekends to experience the full Tostitos Plaza game-day atmosphere. Either way, The Star deserves the dedicated half-day every Frisco visitor gives it. Bookmark this guide and refer to our broader things to do in Frisco TX page to build out the rest of your visit. We update this page whenever The Star adds a new tour offering, opens a new restaurant, or significantly changes its event programming — and in this market, that happens at least once a year.