Elections are just around the corner, and while the yard signs are blooming like bluebonnets in May, the details on Frisco’s shiny new “Broadway-style” Frisco Center for the Arts remains as clear as a foggy morning on Preston Road.

We’ve got the Smart Frisco PAC telling us this whole thing is “free”—which is fitting, considering their treasurer once filed as indigent to get a reduced bond. I guess if it’s good enough for the courts, it’s good enough for taxpayers.  Free must be her favorite word—right after entering a “plea” for her charges of assault causes bodily injury to a family member.

Then there’s Councilman Bill Woodard—who donates to the PAC and then insists he’s supporting it “as a citizen.”  That’s like Clark Kent donating to the Daily Planet and swearing Superman had nothing to do with it.

Meanwhile, Cheney is pitching this project like a used Buick with a busted transmission—“low miles, clean title, don’t ask too many questions!”  And let’s not forget Councilmember Tammy Meinershagen, who’s dressing this deal up like she’s starring in Pretty in Pink—but she fights like a jaguar defending her turf in the Amazon. Ask a question and you’ll find yourself swatted into next week.

And yet, no one—not one single elected official—wants to talk about the actual nuts and bolts of that build this deal.  Residents need to stop and ask themselves, “Why are we voting on a project with more gaps than a 1970s punch card?”

“Just go with it,” city leaders say. I think we heard that before when they were talking about Universal Kids Studios.  Remember the night of the vote, all the major elements hand changed like how late the park can open, how high the rides can be, and of course that mysterious traffic report.  The city wants us to trust them again, like they are magicians, and we should just hand over our wallets. 

I can still hear my dad saying, “Son, nothing in life is free.”  Especially not a $340-million-dollar arts center being peddled like cotton candy at a county fair.  Buckle up, Frisco. It’s time to pull out the wrench, tighten the screws, and see what this Broadway baby is really made of.  Spoiler: it might not be glitter and show tunes under the hood.

The conversation of a Performing Arts Center has been ongoing for years in Frisco.  We started by filing a PIR for a complete copy of all the performing arts center studies done over the years and any associated documentation related to the reports including those from consulting groups, or 3^rd parties.  However, the city leadership who claims to be transparent, upfront and honest, sent our request at the time to the Attorney General claiming “trade secrets” as to why they wanted to withhold details. 

Take the Delorian back to 2002 and that is when the City was in discussions for the Arts of Collin County (ACC) which was to be owned and operated by the Cities of Allen, Frisco, McKinney and Plano.  At the time the survey conducted said there were no adequate medium-too large facilities in Collin County to support the enjoyment of the arts.  At that time the city council supported an initial facility program that included a flexible multipurpose theater with a seating capacity of 800 to 1200 seats.  It should also include a second theater with a seating capacity of 350 to 600 seats.  The initial location was to be 121 and Custer Road on a site that contained 80 acres donated for the project.  The funding for the ACC was to be $76 Million split 4 ways between each city.  A bond package put before Frisco voters in 2002  was approved but the road ahead was not going to be without speed bumps.

What Killed The ACC?

The beginning of the end is when McKinney voters opted not to pony up the $19 Million membership fee leaving Allen, Plano and Frisco to pony up more money.  The economy had turned downward. The project which had taken 10+ years to advance was not again in front of Frisco voters in 2011.  At that time Frisco had the highest voter turnout in 14 years with over 18 percent.  Roughly 53% of the voters decided to revoke the city’s authority to sell the $16.4 million in bond money for the ACC.  At the time of the vote more than $8 million in bond money had already been spent on researching and designing.  It was the final curtain call for the Collin County ACC.  Former Mayor of Frisco, Mike Simpson, who was the ACC’s project executive director told the DMN at the time, “There is no question that the city of Frisco making the decision to withdraw their funding and withdraw their support was the biggest challenge. We pretty much had full funding with Frisco’s participation.”

Economy Bounce Back

It was time to dive back into an arts facility pool in 2015.  At a February city council meeting the city council voted on two key items.  The first was item #17 which was to consider an act to publish a Request for Qualifications for the development and implementation of a study to examine the feasibility of a performing/theater arts facility within Frisco City Limits.  It does not say how much it would cost to do but it does say the funding for services would be handled during mid-year adjustments. 

That same night they also approved the Citizen Bond Committee recommendation for the 2015 Bond Package which included $10 Million for a performing arts center.  One of the many residents who spoke at that time to support the line item was none other than Tammy Meinershagen.

In November of 2015, the Frisco Creative Center for the Arts commissioned a Facility Programming Report by Page Southerland Page which is a program study to discover what the needs were by local groups in an arts facility.  Based on those needs Page Southerland Page prepared 5 scenarios and in January of 2016, Tammy Meinershagen (the Arts President), presented the preliminary program and needs assessment to the City Council at the Winter Work Session. What was the outcome?  The 5 outcomes included one 300 seat, three different 800-seat options, and a 1200 seat option which would be overboard. 

2018 Brings More Studies

Sometime in 2018 the City of Frisco commissioned a “Needs Assessment” by Webb Management Services and Parkhill, Smith & Cooper.  It was presented to the council on June 29, 2018, at the Summer Work Session. What did it cost taxpayers?  Well, we don’t know exactly but we do know based on the Check Register in 2018 Parkhill, Smith & Cooper was paid a total of $315,600.30 for professional services.  What were the suggestions?  A marriage of two facilities:

1) 300 – 500-seat facility for community use which was currently in high demand but lacking in availability with a potential cost of 40 to 50 million dollars including parking and land. 

2) 1200 – 1500 seat facility that will a gap for Frisco and surrounding areas in the region, but it would require a partnership with private entities and cost 50 to 60 million range.  

What were the concerns: If the city opted for only the larger facility it would not be sustainable and would not likely be cost-effective for community performing arts groups.  

Frisco ISD and City of Frisco Swim Together in the Arts

In August of 2020, we found another Visual & Performing Arts Center Feasibility Report that had been commissioned by Frisco ISD and City of Frisco.  We filed a PIR with Frisco ISD and learned that the report cost the district $28,000 and the City of Frisco reimbursed Frisco ISD in the amount of $14,000.  It lists Garfield Public Private and Schuler Shook.  What was the outcome? 

In early January of 2021, Chief Innovation Officer Jason Cooley updated the Council on the Performing Arts Center. He recapped feasibility studies concluded in December 2020, indicating a consensus on the flexibility required for such a facility in Frisco in order to accommodate various needs of the entities using the facility. Dr. Cooley stated the next steps are to have discussions with the school district to determine the appropriate size of the venue. City Manager George Purefoy updated Council on the status of the agreement, indicating the draft is with the school district for their review and comments. A final agreement was not expected until March or April of that year.

By June of 2021, then President of Frisco EDC, Ron Patterson was bringing before council a request to approve a Master Development Agreement for a Performing Arts Center, Parking Garage and Park.  The deal included City of Frisco, Frisco ISD, Frisco CDC and EDC, and HP Frisco Holdings, aka Hall Group.  The public private partnership was shouted from the rooftop by Mayor Cheney and it was to include 1,250 seat Main Performance Hall, 250 Seat Community Venue, a 1,100 stall parking garage and a 5-acre public park.  The estimated total at the time was $99 Million ($66 Million for the PAC and $33Million for the garage). 

Financial Considerations:

· $43M FISD will source their funds through approved bonds

· $13M City will source these funds through approved bonds   ($2M of the $13M already sold and the remaining will be sold as required for the project)

· $33M CDC and\or City CO bonds to be funded through TIRZ#6 with a backstop of this debt by Hall

· $10M Hall will provide funding for the PAC, fund $15M for the Park development, provide the PAC and Park Properties at no cost to the City and FISD

Key Point: The FEDC, while not part of the master development agreement, will provide up to $5 million toward redevelopment of a portion of Hall Park for two buildings, according to the memo. One facility will contain a 15-story office building, hotel space and a parking garage. The second will be a luxury high-rise residential building with a parking garage.

In November of 2021, the city council was taking the next step to approve an agreement for the Program Manager Services (CBRE Heery) who would act as the representative for the planning, design, and construction of the project.  The cost is a lump sum fee of $2,074,400. 

In February of 2022, an agreement was executed with Corgan + Studio Gang for architectural services for the PAC and garage in the amount of $175,000.  The initial agreement was for a spatial analysis study to determine the appropriate size and scale of facilities which can then be used to determine an appropriate construction budget and schedule.

THE IMPLOSION

By August 2022, it was announced that the City of Frisco and Frisco ISD were parting ways on the plan to build the joint performing arts center in conjunction with Hall Group. The school district announced it will move forward with its own PAC using the $3 million approved in bonds back in 2018 by voters.

A community impact article from that time stated, “Some local arts supporters advocated for a larger facility to attract touring Broadway shows and other commercial acts. A fundraising campaign launched in August 2021 set out to raise $100 million more for the project. An online petition about the efforts to build a new performing arts center sought to have at least 1,750-2,000 seats.”  It went on to say, “But city and school officials learned in May that costs in materials, labor and equipment had increased more than 50% since the June 2021 agreement.  Representatives with Corgan, which was chosen as the project architect, stated that a 1,250-seat venue would carry a price tag of between $135.7 million-$151.1 million.
A 1,500-seat venue would cost between $146.1 million-$158.2 million, and a 1,750-seat venue could cost as much as $181.1 million, according to Corgan estimates.”

HERE COMES BROADWAY

In January of 2023, the council was again voting to execute an agreement with Theatre Projects Consultants, Inc. for consulting related to a PAC which includes a performing arts venue business plan.  It would also include developing a utilization strategy, management approach, and business plan for three different venue options: a 350-seat community venue, a 1,500-seat flexible venue, and a 2,000-seat proscenium venue. Total cost for these services is $99,300.  Bond funds were available for this project.

In May 2023, at a special called city council meeting, Chief Innovation Officer Jason Cooley introduced Alex Keen of Keen Independent Research and Gena Buhler of Theatre Projects who gave a presentation regarding the current study for the proposed Performing Arts Center. After discussion, Council determined to envision large and small facilities located together and to focus first on Broadway, with an emphasis on making it a uniquely Frisco venue. Council encouraged Alex Keen and Gena Buhler to consider including a VIP or club experience which would generate revenue to help with the maintenance and operations of the facility.

In September of 2023, the council executed an agreement again with Theatre Projects Consultants, Inc for more “consulting services” in the amount of $1,415,500 to be paid for by bond funds.  This new scope will include exploration, development, costing, and preliminary design for the proposed performing arts complex. Elements include multiple costing studies, site analysis (Hall Park site), comprehensive community engagement, economic impact analysis, a design competition, capital stack/funding study, and refinement of the final business plan and City investment. This is a phased approach over the next eighteen months, offering flexibility to adjust along the way.

On October 3, 2023, at a city council Work Session, Assistant City Manager E. A. Hoppe gave a presentation (Exhibit B) reviewing the scope and timeline for the Performing Arts Center. He also reviewed the proposed venue and club touring schedule and the establishment of a Council Ad-Hoc Committee, including three (3) Council Members and City Manager Wes Pierson. Mayor Jeff Cheney, Council Member Tammy Meinershagen, and Mayor Pro-Tem John Keating volunteered to be the members of this Ad Hoc Committee. *** Look at that the 3 Amigos volunteered for the committee***

The next update came June 25, 2024, at CC Summer Work Session, whenGena Buhler, Principal of Theater Projects and Alex Keen, Principal of Keen Independent Research gave a presentation, reviewed the updated timeline, project phasing and tasks, refining the business plan, and priorities for the project. They also provided an update on a possible Broadway partnership update and a funding study. Also, they mentioned the community engagement feedback project is still in progress.

In September of 2024 at a city council meeting they received an updated Item # 7 which was a status update on Phase 1A/1B planning study for FCFA.  Gena Buhler, with Theatre Projects, and Alex Keen with Keen Independent Research gave an update to Council regarding the Phase 1A/1B planning study for the Frisco Center for the Arts.

At the same meeting the council also authorized the City Manager to finalize and execute the First Amendment to the Agreement with Theatre Projects Consultants, Inc., for consulting services related to a performing arts venue in the amount of $214,350.  These changes from the original contract, resulted in a new project total of $1,629,850.  According to city records, bond funds are available for this project and were utilized for the initial Phase 1A/1B portion of the project.

By November 2024, the council was ratifying the execution of a Letter of Intent (LOI) with Broadway Across America/Broadway Dallas related to the proposed Frisco Center for the Arts.  Based on Phase II, the City Council and community were informed of two exciting partnership conversations.  One with a proposed Broadway presenting partner, and the other with a potential educational/community partner.

The attached Letter of Intent with Broadway Across America (BAA) and Broadway Dallas outlines key expectations of both parties during the process of continuing to explore the Frisco Center for the Arts project. The Letter of Intent is non-binding and does not have a specific financial implication to the City.

Then in December 2024 the council authorized the City Manager to execute an agreement based on the Request for Qualifications #2510-001 Frisco Center for the Arts Facility Concept Design to Pelli Clarke & Partners.   These services will cost $385,000 in the amount of $385,000.  

The scope will provide for the facility concept design of the Frisco Center for the Arts that will host a variety of events, including theater, concerts, dance performances, and community gatherings. The center will feature multiple performance spaces, including a Broadway-caliber main theater, a community hall, and flexible spaces for educational and community programming. The projected facility size is approximately 220,000 square feet, and will feature multiple performance spaces, including a 2,800-seat proscenium venue (Large Hall), and a flexible 300- to 400-seat community and education-focused courtyard venue (Community Hall).   Funds are available through bond funds

2025 Steam Rolling Ahead

At the end of January at the CC Winter Work Session, Gena Buhler, Principal of Theatre Projects began a presentation updating Council on the status of the Frisco Center for the Arts. She began by explaining the partnerships of the project with the City of Frisco being the owner of the building, Prosper ISD as the educational partner, Broadway Across America and Broadway Dallas as the Broadway presenter, and the Venue Operator which is currently in negotiation. Ms. Buhler continued the presentation by reviewing Phase 2 of the project and the fundraising assessment results.

Gena Buhler then updated Council on partnership agreements with Prosper ISD, the Broadway presenting partner, and the operator selection process. Assistant City Manager E. A. Hoppe reviewed the Frisco model versus a venue management model. He emphasized the modified Frisco model, including the financial model which allows the operational partner to provide a moderate capital contribution.

Wes Pierson then explained the propositions that will be determined by the citizens of Frisco in a Bond Election in May 2025. City Attorney Ryan Pittman explained the ballot language and the public hearing process required prior to the Bond Election.

Proposition Language:

(1) authorizing the Frisco Economic Development Corporation to use proceeds of its sales and use tax, including all amounts previously authorized and collected, for projects related to the proposed Center for the Arts development project, including but not limited to, land, buildings, equipment, facilities and improvements found by the Frisco Economic Development Corporation Board of Directors to be required or suitable for use for the proposed Center for the Arts development project.

and (2) the issuance of bonds in the maximum amount of $160,000,000 for a City-owned performing arts facility, and levying taxes sufficient to pay the principal of and interest on the bonds;

February 2025, public outcry began swiftly upon reading the propositions language.  At the Feb 4 council meeting a presentation was for the public by Gena Buhler, Principal of Theatre Projects.  Several residents including candidates running for city council came to speak against the use of EDC funds for the project.  Jared Elad and Burt Thakur who are currently running for city council, and John Redmond, former candidate for council in 2024, spoke in opposition to Agenda Item #38.  However, Josh Meek, candidate for council spoke in favor of Agenda Item #38.

The Council was in agreement to move forward with the proposed funding process and agreed on moving forward with the proposed location at US 380 and the Dallas North Tollway. They also agreed to move forward with the currently proposed modified Frisco Model for an Operator contract.  When it came time for a vote it Passed Vote: 5 – 1 with Brian Livingston be the 1 against.

The next council update came on March 18^th at a CC Work Session, E. A. Hoppe introduced Mitch Hirsch, Design Partner with Pelli Clarke & Partners, who gave a presentation updating Council on concept design. They described the steps taken to learn the culture and history of Frisco to best develop a concept design for the proposed facility.

Next Big Step: Letter Of Intent

On April 1, 2025 at the Frisco City Council Meeting, Agenda Item #26 was to consider and act upon award of Request for Proposal #2510-011 Frisco Center for the Arts Facility Operator to Frisco Live and authorizing the City Manager to finalize and execute a Letter of Intent related to these services.   

In Fall 2024 the City of Frisco solicited a Request for Proposal (RFP) #2510-011 Frisco Center for the Arts (FCFA) Facility Operator, and received proposals on December 2, 2024, from Frisco Live (submitted as Frisco Arts Community Entertainment), Oak View Group, TVG Hospitality, and ASM Global Theater Management. Using the criteria listed in the RFP, the evaluation team consisting of representatives from City staff, Prosper ISD, and Theatre Projects consultants ranked Frisco Live as the top proposer.

The following requirements and expectations for management of the FCFA facility were established and included in the Request for Proposal included venue operations, programming and content management, education and workforce development, financial management, marketing, and Club & VIP Experience Management.

A week later the city held a special called meeting of the council to conduct a public hearing regarding Proposition A on the May 3, 2025, Election Ballot, and the City will inform the City’s residents of the cost and impact of the proposed Center for the Arts project that is the subject of Proposition A on the May 3, 2025, Election Ballot.

Well, that was a long road trip to take you on to understanding the nuts and bolts of the Frisco Center For The Arts.  It’s is time to stretch our legs and tomorrow we are going to tell you about The Final Act which is what questions you should be asking beyond the Glitz and Glam of Broadway.  What should you consider before voting for or against the propositions that could forever change Frisco?