The future of Frisco's downtown entertainment may indeed become frothier as the local City Council pours investments into a partnership with Rollertown Beerworks. Groundbreaking for the brewery's new headquarters is targeted for April, the construction is estimated to ring in at $10 million according to The Dallas Express.
Despite the November 2022 announcement, the planning for this enterprise had been fermenting over a longer duration with city-owned land being allocated near Frisco's historic downtown, the Frisco Economic Development Corporation and the Community Development Corporation have tapped their resources to provide $12 million in combined contributions to the project, drawing both scrutiny and anticipation from residents alike, as Rollertown forecasts an annual draw of over 250,000 visitors, which is expected to foam over into a surge in local tourism and entertainment revenue.
In line with the city's vision for a buzzing district, Mayor Jeff Cheney emphasized the intention behind this initiative, "One of our Council’s ‘Top Ten Priorities’ is to make historic downtown an entertainment destination," he said in a statement obtained by the City of Frisco. The new facility, featuring a two-level indoor/outdoor taproom will be strategically located within the vicinity of the Toyota Stadium, setting the stage for what could become a dynamic nexus of social and entertainment offerings in downtown Frisco.
The payout for this frothy investment includes Rollertown covering any excess costs beyond the city's $12 million cap; the brewery will also operate its current site in Celina, which implies that not only will the new premises augment Rollertown's reach but will enhance its operational capability—bearing the responsibility for both management and operational expenses while employing at least 36 individuals. Acknowledging the symbiotic nature of this partnership, Ben Rogers and Jeff "Skin" Wade, hosts of "The Ben and Skin Show" and owners of Rollertown, anticipate the creation of an unmatched hospitality experience aimed at families, dogs, and beer aficionados.
With the construction planned to be finished by April 15, 2025, according to the filing, Frisco is gambling on a concept that is intended to not just bubble up a few good times but establish a long-term, lucrative cornerstone for the local economy; the agreement stipulates repayment of $10 million at 4% interest over 23 years—with the $2 million grant granted by the city is set to be forgiven following the second year of Rollertown's operation, a substantial pour of fiscal confidence into the venture's keg.
