Twelve Cowboys Way: The Pinnacle of Luxury Living and Iconic Sports Heritage

In a groundbreaking move that redefines luxury residential living, the Dallas Cowboys have unveiled “Twelve Cowboys Way,” a magnificent high-rise apartment project located at The Star in Frisco. This first-of-its-kind development seamlessly blends the world-renowned Dallas Cowboys brand with an unparalleled luxury residential experience, setting a new standard for sophisticated living.

The announcement, made on April Fools Day, was met with laughter as legendary Dallas Cowboys quarterback Roger Staubach light-heartedly recalled a prank played on his wife that very morning. “I was getting ready to come here today, and I woke up my wife and said, ‘Honey, honey! There’s a bunch of squirrels in the house!’” Staubach recounted with a grin. “She woke up yelling, ‘What? What!’ — so I got my joke in already.” Despite the playful timing, Robert Shaw of Columbus Realty Partners and Roger Staubach made it clear: this project is a serious endeavor, poised to become a landmark in North Texas.

A Visionary Partnership at The Star in Frisco

The ambitious project was officially announced at The Star in Frisco, the sprawling 91-acre campus that serves as the Dallas Cowboys’ headquarters and practice facility. Present at the momentous occasion were Dallas Cowboys owner Jerry Jones, CEO and Executive Vice President Stephen Jones, Executive Vice President and Chief Brand Officer Charlotte Jones Anderson, along with project partners Robert Shaw and Roger Staubach. The 17-story luxury apartment high-rise is currently under construction southeast of the Ford Center, off Gaylord Parkway, cementing The Star’s reputation as a dynamic hub for living, working, and playing.

Stephen Jones emphasized the project’s significance, stating, “This is just another piece that is going to make The Star special.” Indeed, Twelve Cowboys Way is more than just a building; it’s an integral component of a meticulously crafted vision to create an immersive lifestyle experience.

Honoring a Legend: The Significance of “Twelve”

The name “Twelve Cowboys Way” is far from arbitrary. It serves as a profound and intentional tribute to Roger Staubach, universally regarded as the greatest Dallas Cowboys player of all time. Jerry Jones elaborated on this choice, highlighting Staubach’s enduring legacy. “At the Hall of Fame, the most asked about, most inquired about player or coach or individual that has ever been been in the Hall of Fame is our own Roger Staubach, number 12,” Jones proudly declared.

This deep connection to the team’s history and its iconic figures is central to the project’s identity. Jones explained that the Cowboys organization chose to partner with Staubach and Robert Shaw’s Columbus Realty Partners not only for their proven success but also due to Staubach’s intertwined history and symbolic representation of the team’s values. “That 17-story building basically says this is about the Cowboys, this is about Roger Staubach,” Jones affirmed. “We want the people who are living in it to be as close as you possibly could be involved in the fabric of what the Cowboys have been and what they are going to be. This says Dallas Cowboys.” He added, “We think it will be memorialized for many years to come by its very being, that 17-story building that basically says, ‘This is about the Cowboys. This is about Roger Staubach.’” The choice of Staubach was clear: the high-rise concept aimed to seamlessly marry the Cowboys’ rich tradition with their ambitious aspirations for the future.

Columbus Realty Partners: A Foundation of Excellence

Robert Shaw of Columbus Realty Partners expressed immense gratitude and excitement about the collaboration. “I’ve been blessed with a great partner, and we’ve had a great run, but I’ve never been blessed with an opportunity like this,” Shaw stated. He underscored the unprecedented nature of the development, noting, “You know this is the first luxury residential that has been built and has been inspired by and in partnership with a professional sports franchise – and not just any professional sports franchise, but the most valuable in the world.”

The decision to partner with Columbus Realty Partners was strategic, driven by their impeccable track record in developing high-quality, successful projects. Their expertise ensures that Twelve Cowboys Way will not only meet but exceed the expectations of luxury residents, providing an exceptional living environment that reflects the prestige of the Dallas Cowboys brand.

Unparalleled Luxury and Thoughtful Design

The completed Twelve Cowboys Way building will feature 158 meticulously designed units, offering a variety of one, two, and three-bedroom floorplans. Ranging from approximately 700 to a spacious 3,200 square feet, these residences cater to diverse lifestyle needs, from individuals to families seeking expansive living areas. Rents are set to begin around $2,700, reflecting the premium location, exclusive amenities, and superior finishes.

The interior design philosophy at Twelve Cowboys Way emphasizes sleek, neutral palettes, providing a sophisticated and versatile backdrop. This intentional choice allows residents the freedom to personalize their living spaces to perfectly match their unique aesthetic, whether it leans towards country chic, ultra-modern, or minimalist styles. Charlotte Jones Anderson elaborated on this design choice: “It was really important to me that we had a palette that made you feel good when you walked in and was a level of quality of finish out, but that allowed you to come in and put your own stamp on it. Sometimes you walk into spaces and there’s so much going on that you don’t feel like you get to bring you into the space.”

While the project is intrinsically linked to the Cowboys, the design team opted for restraint in overt branding. “We really did think about that a lot, because you could have been very Texas driven,” Anderson explained. “And we are authentically Texas – but more modern and innovative.” This approach ensures a timeless elegance that resonates with a broad spectrum of luxury renters, allowing the spirit of the Cowboys to be felt through the unparalleled experience rather than overwhelming decor.

Exclusive Dallas Cowboys Amenities and Experiences

One of the most compelling aspects of Twelve Cowboys Way is the unprecedented access to exclusive, Cowboys-branded amenities and experiences. Charlotte Jones Anderson highlighted these unique perks for residents:

• Cowboys Club Membership: Residents receive a coveted membership to the Cowboys Club, an exclusive, private social club offering premium dining, wellness facilities, and networking opportunities.
• Cowboys Fit Membership: Access to the state-of-the-art Cowboys Fit, a luxury fitness center designed to help members achieve peak physical performance, just like the pros.
• Access to Cowboys Practices: A truly unique opportunity for residents to get an inside look at the team’s preparations, fostering a deeper connection to the organization.
• AT&T Stadium Event Transportation: Residents will be transported to events at AT&T Stadium, ensuring a seamless and luxurious game-day or event experience without the hassle of traffic and parking.

Beyond these bespoke amenities, living within The Star’s 91-acre footprint provides residents with an extraordinary “playground.” “When we first built The Star, we wanted The Star to be a place where you lived, worked and played,” Jones Anderson said. “We are so excited for this opportunity to offer this to our greatest fans and those who want to engage deeper with us and also just to the people in Frisco who want to be a part of the best location in real estate.” This integrated environment means dining, shopping, entertainment, and professional opportunities are all just steps away.

Catering to Diverse Demographics in a Thriving Market

The North Texas region is experiencing a boom in luxury multifamily projects, but Twelve Cowboys Way stands out due to its singular affiliation with the Dallas Cowboys. Robert Shaw underscored this differentiating factor, stating, “You can’t ignore that. It starts with people who are attracted by the amenities that will appeal to Cowboys fans, who want to feel like part of the Cowboys family.”

The project appeals to a broad range of demographics. Roger Staubach noted the influx of professionals and companies to Frisco: “You have Toyota down the street, JP Morgan, and now Dr Pepper and the PGA coming here, and people are moving here from more expensive areas and are finding that they can afford great projects like this.” These relocating professionals seek high-quality living options in a vibrant, growing city.

Additionally, the project targets “baby boomers who are aging out of their big houses and want to shrink down,” as Shaw explained. “They want to downsize from 5,000 square feet to something more like 2,000.” These individuals are looking for convenience, luxury, and a sense of community without the upkeep of a large home. Staubach also highlighted the convenience of the adjacent Omni hotel, offering special pricing for residents, providing an ideal solution for visiting family and friends.

Charlotte Jones Anderson encapsulated the project’s competitive edge: “I think that’s really important to recognize is that when you know there is a lot of something there, how do you differentiate yourself? How do you stand out? How do you rise above the noise a little bit? We have always kind of authentically — even in our league as a team, as a sports team — tried to find ways that we are different than everyone else.” Twelve Cowboys Way achieves this by offering an authentic, immersive experience that no other luxury residence can match.

Leasing Information and Grand Opening

Leasing for Twelve Cowboys Way is officially open, with the highly anticipated building set to welcome its first residents in February 2020. This exceptional residential opportunity invites individuals to become part of a legacy, to live in a space where luxury meets the heart of America’s Team.

For those seeking a lifestyle that transcends traditional luxury apartments, offering a unique blend of high-end living, exclusive access, and an undeniable connection to the Dallas Cowboys, Twelve Cowboys Way represents the ultimate destination in Frisco, Texas.

Discover more and secure your residence at Twelve Cowboys Way today.