PR Strategy from Visit Frisco: Turning a Small Town into a Big Attraction

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By: Meltwater

Growth in Frisco, Texas, is tough to ignore. Construction is everywhere. Sporting events, museum openings, and music festivals take place every weekend in the town just north of Dallas. The Dr Pepper Arena, Dr Pepper Ballpark, and Toyota Stadium plus 8-million square feet of retail make the town a destination for shopping and entertainment. After August, The Ford Center at The Star will house Dallas Cowboys HQ with a 12,000-seat indoor stadium, two outdoor practice fields, and multiple parking garages. More crowds are sure to follow.

And yet, Frisco struggles with differentiating itself from its behemoth neighbor. Wesley acknowledges that their proximity is obviously a benefit: “It’s funny because we refer to distance in time, not really in miles. When we say we’re twenty minutes from Downtown Dallas that is a quick drive, at least in Texas terms. We’re also a quick drive from the airport, and not only DFW, but Dallas Love Field, which is the main hub for Southwest Airlines. So we’ve got two major airports, two major airline hubs. And, we’re really easy to access.”

But they aren’t Dallas, and they don’t want to be. To retain their small town feel, Visit Frisco continues to lead with a philosophy of “Frisco first, nothing else.” This philosophy is evident in campaigns that emphasize family, community, and Texas hospitality. As Ryan says, “We’ll pay homage to being a small town, never forgetting our roots, but at the same time, creating these new world-class venues.”

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