TYLER'S to Anchor Frisco's Firefly Park in Landmark Deal

FRISCO, TX – February 12, 2026 – Wilks Development has secured its first major retail tenant for the ambitious Firefly Park project, announcing that Texas-based sportswear retailer TYLER'S will anchor the ground floor of the development's 18-story residential tower. The deal marks a significant milestone for the 217-acre mixed-use community poised to reshape the landscape of north Frisco.

TYLER'S will occupy a substantial 16,653-square-foot space in the Aurora high-rise, a key component of the project's first phase. The new store, which will be the retailer’s ninth in Texas, is scheduled to open in Fall 2027, aligning with the completion of Firefly Park's initial stage of development. This first phase is set to deliver a vibrant mix of 420 residential units, approximately 175,000 square feet of office space, a hotel, and around 123,000 square feet of total retail space, with TYLER'S lease accounting for roughly 13% of that initial offering.

"TYLER'S is a natural fit for Firefly Park and the experience we're creating," said Kyle Wilks, President and CEO of Wilks Development, in a statement. "Their energy and authenticity align with our vision for a highly walkable, nature-forward destination in Frisco's evolving urban landscape."

Redefining the Booming Suburb

The announcement comes as Frisco continues its trajectory as one of the fastest-growing cities in the nation. With a population that has surged over 500 percent since 2000 to more than 225,000 residents, the city is a focal point for transformative real estate projects. Firefly Park is a prime example of a new wave of developments catering to the demand for integrated, walkable communities that blend urban conveniences with suburban comforts.

Located at the strategic intersection of US 380 and the Dallas North Tollway, the project is a key player in what local officials call the "PGA halo effect"—a wave of accelerated development spurred by the recent arrival of the PGA of America headquarters and the Omni PGA Frisco Resort. With other major attractions like a planned Universal Kids Resort on the horizon, the competition for unique, destination-worthy projects is fierce.

Firefly Park aims to stand apart by creating an urban village where residents and visitors can live, work, and play without heavy reliance on cars. The development’s master plan represents a shift away from traditional suburban sprawl and towards a denser, more connected community model that is increasingly attractive to a modern workforce and families seeking a higher quality of life.

A Strategic Move into Experiential Retail

For TYLER'S, the decision to anchor a development that won't open for another year and a half represents a forward-thinking strategic play. The move reflects a broader trend in the retail industry away from standalone big-box stores and toward embedding brands within dynamic, experiential community hubs. By positioning itself at the heart of Firefly Park, the sportswear retailer is tapping into a built-in customer base of residents, office workers, and visitors drawn to the development's extensive amenities.

Dale Grimes, owner of TYLER'S, highlighted this alignment in his remarks. "Firefly Park reflects exactly what we look for when opening a TYLER'S in a new community. It is a thoughtfully planned, family-oriented space built around connection and shared experiences," Grimes stated. "Firefly Park creates a natural gathering place where we can show up as more than just a retail store and contribute to the local community. We are excited to be part of a destination that truly feels close to home."

This philosophy is central to the survival and success of modern brick-and-mortar retail. In an era dominated by e-commerce, physical stores must offer more than just products; they must provide an experience. Firefly Park's design, with its emphasis on trails, green space, and community events, provides a backdrop that encourages an active lifestyle, creating a natural synergy with the TYLER'S brand. The retailer is not just leasing space; it is investing in a lifestyle ecosystem.

A Nature-Forward Vision Takes Root

The journey of Firefly Park from concept to construction has been a deliberate one. Fort Worth-based Wilks Development, which acquired the land in 2015, initially faced pushback from city officials who challenged the developer to create something truly unique for Frisco. Taking the feedback to heart, the firm re-envisioned the entire project, assembling a world-class design team that includes Boka Powell, Sasaki, and Michael Hsu Office of Architecture to make a sprawling 45-acre park the "soul of the project."

This central green space is the development's defining feature, complete with ponds, an illuminated art walk, an amphitheater, and extensive trails designed to connect every corner of the property. This "nature-forward" approach is a key differentiator in the crowded North Texas real estate market.

The scale of the full buildout, a decade-long endeavor with a projected cost between $2.5 and $4 billion, is immense. Upon completion, Firefly Park will boast 4 million square feet of Class A office space, 400,000 square feet of retail and dining, 1,200 hotel rooms, and nearly 2,000 residential units in addition to 230 townhomes.

Infrastructure and horizontal construction for the project began in April 2024, with vertical construction slated to commence in early 2025. The first phase, including the Aurora tower anchored by TYLER'S, the 45-acre park, a Dream Hotel, and additional residential and retail spaces, is on track for its 2027 debut. Securing a well-known Texas brand like TYLER'S as the first retail partner provides a powerful validation of this ambitious, long-term vision for the future of Frisco.