Frisco transformation starts with downtown, mayor says

No world-class city is complete without a great downtown, according to Frisco Mayor Jeff Cheney.

“It’s the heart and soul of the community,” Cheney said.

Which is why Frisco is investing $50 million in the downtown area. From infrastructure projects to a plaza and parking garage, the area is being transformed into what Cheney calls an Austin eclectic-type vibe.

With a Universal theme park and the PGA adding to the city’s attractions, reviving downtown will draw even more business to the city.

“Making the Rail District more walkable will retain and attract great brands, businesses, jobs and tourists to Frisco,” Ford said. “Lifestyle amenities play a big role to decision-makers considering new business locations — employers want exciting, local and organic places to entertain their employees, partners and clients. It can be a major driver for economic development.”

Frisco’s Development Services Department recently hired the Velocity Group to gather feedback from residents and downtown merchants about what they want for the downtown area, known as the historic Rail District and located along Main Street between Preston Road and the Dallas North Tollway.

Cheney said city officials learned a lot in 2022 during a leadership trip to Cary, N.C., and are using ideas developed there to help form the city’s downtown vision.

“They call their downtown area their 20-year overnight success story,” he said. “And we’re kind of following in their footsteps.”

Frisco’s downton makeover includes taking away street parking on Main Street, giving room for businesses to put in patios and offer more outdoor gathering spaces.

Elm Street is being transformed into another major thoroughfare, to expand downtown into multiple blocks. Stop signs on Elm will be removed and flipped to cross streets, allowing for a continuous traffic flow on Elm.

“What that will do is create this other layer of downtown … and you’re going to start to see more businesses pop up,” Cheney said.

A bond election in May approved by voters includes $20 million for a downtown parking garage.

The old City Hall will eventually become a four-story building, its use as well as a few other city-owned buildings in the area to be determined, Cheney said.

“This area will be completely redeveloped,” he said.

Fourth Street will eventually close, making way for the 4th Street Plaza, which will become a community gathering space and allow for a walkable connection between Elm and Main.

A stage is currently being designed for the space.

Cheney said some business owners are already planning to become multilevel.

For more inspiration, city leaders later this year will take a trip to the Dairy Block in Denver, a micro-district in the heart of the city’s historic LoDo neighborhood, a place Cheney said has one of the best, most comprehensive vision and plans he has seen.

Cheney said downtown Frisco will give visitors a “town square” feel and someday look completely different.

“It’s going to be a destination place that people want to visit,” Cheney said.