Frisco Live Selected to Operate Proposed Frisco Center for the Arts

Posted on April 2nd, 2025

FRISCO LIVE SELECTED TO OPERATE
PROPOSED FRISCO CENTER FOR THE ARTS

NEW NONPROFIT COMBINES EXPERTISE OF
BROADWAY ACROSS AMERICA AND BROADWAY DALLAS

(April 2, 2025)  The city of Frisco plans to partner with a newly formed nonprofit, Frisco Live, to manage and operate the envisioned Frisco Center for the Arts (FCFA).  Frisco Live combines the collective resources and expertise of entertainment industry leader Broadway Across America and local nonprofit venue operator Broadway Dallas.

On Tuesday, the Frisco City Council authorized the finalization of a Letter of Intent (LOI) with Frisco Live to operate the proposed facility. This letter of intent builds on the city’s previously announced partnership with Broadway Across America and Broadway Dallas to present an annual slate of Broadway shows at the new facility as “Broadway Frisco”.

Frisco Live was selected to operate the planned facility following a monthslong, city-led open procurement process that attracted multiple national/multi-national companies to submit operational proposals.  

“Frisco Live shares a vision with the leaders of Frisco of a thriving arts hub and an economic catalyst for the citizens of Frisco, Prosper and the surrounding communities.  At the FCFA, on any given day, you’ll be able to attend a Broadway show or concert, take in a student production in the community hall, and listen to a local singer-songwriter perform in the enormous lobby.  All while surrounded by an ever-changing collection of artwork from local artists.  We are ecstatic to have been chosen to provide world class Broadway programming, ground-breaking education and work-force training programs, and now to manage this world-class facility,” said Ken Novice, President and CEO of Broadway Dallas.

Added Novice, “The growth in Collin County and to the north is extraordinary and undeniable – unmatched anywhere in the country.  Frisco Live will bring an exciting array of programs to this thriving sector of the DFW metroplex so that the community can enjoy concerts and Broadway in your own backyard.”

“The FCFA will be a state-of-the-art, amenities-laden venue, a magnet that will attract audiences from throughout the region to Frisco to fill restaurants and hotels rooms.  From a service, comfort and convenience standpoint, we will bring the best practices from facilities around the world to Frisco to make the FCFA a one-of-a-kind experience for everyone who attends, and to provide VIP suite services that Frisco residents have come to expect,” said Lauren Reid, President of the John Gore Organization, parent company of Broadway Across America.

About the Frisco Center for the Arts
The FCFA concept includes a 2,800-seat performance hall, capable of accommodating Broadway and large touring and community productions, as well as a 300 to 400-seat community hall, to be used primarily by Prosper ISD, while also providing access to community organizations, Frisco-area public and private educational institutions, and cultural events.

The proposed city-owned facility would be built on community-owned land adjacent to the Firefly Park development at the southwest corner of the intersection of the Dallas North Tollway and US 380.

More information about the project is available at theatreprojects.com/FriscoPlanning

About Frisco Live
Frisco Live is a newly formed Texas not-for-profit corporation that combines the national perspective of Broadway Across America and the localized expertise of Broadway Dallas. 

About Broadway Across America
Broadway Across America (BAA) is part of the John Gore Organization family of companies.  Led by 22-time Tony-winning theater producer John Gore (Owner & CEO), BAA is the foremost presenter of first-class touring productions in North America, operating in over 45 markets. Over the past 42 years, BAA, its affiliates and subsidiaries have operated and/or owned 25 venues in 14 states.

About Broadway Dallas
Since 1941, the nonprofit Broadway Dallas has presented the Best of Broadway to North Texas audiences.  From its home at the Music Hall at Fair Park, which celebrates its 100th anniversary in 2025, Broadway Dallas promotes excellence in live musical theatre with year-round performances for diverse audiences of all ages, impacting the lives of children and families through education and community outreach programs, while enriching the cultural landscape of North Texas and the Southwest Region. For more information about Broadway Dallas, visit www.BroadwayDallas.org.

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