The city of Frisco, just 20 minutes north of downtown Dallas, is a modern-day boomtown. Its population has tripled since 2004, a feat outshined only by the number of new developments underway, including The $5 Billion Mile with Dallas Cowboys’ world corporate headquarters and three large developments with two boutique hotels. There’s also the growth at Dr Pepper Arena, Dr Pepper Ballpark, Toyota Stadium and Embassy Suites Dallas- Frisco/Hotel, Convention Center & Spa.

At the helm is Frisco Convention & Visitors Bureau Executive Director Marla Roe, CDME, CTA. A Texas native, Roe earned a degree in business with a minor in marketing, and had a career in hotels and at the Arlington CVB before she joined the Frisco Convention and Visitors Bureau in 2004. At the time, she was the CVB’s first and only employee.

“The biggest challenge was that I wanted to do everything in Frisco now, but it was a new and small operation, so I had to temper that drive for a bit—we had to trot when we wanted to run.”

Now, with 10 employees and a budget of $2.1 million, “the growth has been nonstop.” Roe credits partnerships between the CVB, city leaders and the Economic Development Corporation. “They really understand and support the tourism industry,” she says. “Even our business meetings are fun and exciting because we are on the same page and get along so well.”

Married with two daughters, ages 18 and 21, Roe runs marathons, cook, reads (“I’m not happy unless I’ve got four books on my Kindle,” she admits) and attends sporting events for the Rangers, Dallas Stars and the Cowboys.

A work challenge for Roe’s team now: “We sometimes step on each other’s feet when booking space; there are so many new hotels and they don’t always have their sales teams set up,” she says. Sounds like a good problem to have.

The Hilton Dallas Lincoln Centre completed its $24 million renovation of the entire hotel and conference center. Renovations began in 2020. 

The North Dallas conference center hotel renovation includes a full redesign of all 503 guest rooms, lobby and public areas, and food and beverage outlets. Additionally, the hotel’s 55,000-square-feet of meeting space was updated with new furnishings, technology upgrades, and the addition of a new 6,600-square-foot Lakeside Ballroom. 

 

Omni PGA Frisco Resort, scheduled to open in spring 2023, is now open for group booking requests. 

Located in Frisco, 30 miles north of Dallas, the 500-room resort will feature more than 127,000 square feet of indoor and outdoor meeting and event spaces, including a 22,000-square-foot grand ballroom, an 11,500-square-foot junior ballroom and a 5,000-square-foot event pavilion.

 

South by Southwest (SXSW) returned live this year! The 35-year-old festival infuses on average $16-plus million of consumer spending into the Austin music scene over the course of nine days. The festival returned in March after its cancellation in 2020 and virtual show in 2021. Both the cancellation and virtual show were prompted by health and safety concerns due to the pandemic.