The Dallas Stars are making a significant geographical shift, announcing plans to relocate from Dallas to Plano by 2031. This move, pending City Council approval, includes the construction of a mixed-use arena and entertainment district at The Shops at Willow Bend. The project, valued at $1 billion, with $700 million contributed by Plano, marks a pivotal moment in the franchise’s history.
This relocation is not entirely unexpected, given the recent tensions between the Stars, the city of Dallas, and the Dallas Mavericks. The Stars and Mavericks have been on a collision course for some time, exacerbated by legal battles over control of the American Airlines Center. The city of Dallas sided with the Mavericks, and although a court ruled in their favor, the Stars are appealing the decision. This backdrop has made the Stars’ move out of Dallas seem inevitable.
The Foundation for a Northern Shift
The groundwork for this move was laid long before any legal disputes arose. The Stars have been instrumental in fostering hockey’s growth in North Texas, particularly in the northern suburbs. They own and operate eight StarCenters in the region, with six located north of the 635 loop. The proposed arena site in Plano is strategically positioned at the heart of this hockey hotbed, encompassing areas like Valley Ranch, Farmers Branch, Richardson, Frisco, and McKinney.
Hockey’s popularity in Texas has grown significantly, but it remains one of the more expensive youth sports. Consequently, the Stars have focused on areas with higher economic prosperity. This strategy has led to a shift in the team’s fanbase, with a majority of season-ticket holders now residing in the northern suburbs. While some fans may be left behind in Dallas, the Stars are confident that the move will attract new season-ticket holders from the northern regions.
Financial Implications and Business Strategy
The relocation to Plano is expected to bolster the Stars’ financial standing. As of November, the Stars ranked 11th in NHL revenue and were valued at $2.05 billion, placing them 14th in the league. However, the NHL has been encouraging teams to operate more like corporate entities with a hockey team at their core. The new arena in Plano will allow the Stars to control the venue and the surrounding area, generating revenue year-round.
Stars owner Tom Gaglardi, a hotelier by trade, stands to benefit from this integrated approach. An NHL team president noted, “It’s going to be a business dream, honestly. You get to control the venue, you get to control the surrounding area, and you get to make money 365 days a year on that space.” This model could elevate the Stars to a top-10 revenue team, leveraging the corporate entities based in the area.
Comparisons and League-Wide Impact
This move draws comparisons to the Arizona Coyotes’ relocation from Phoenix to Glendale in 2003, and later to Arizona State’s campus in 2026. However, the Coyotes’ move to less-affluent suburbs proved disastrous, leading to their eventual relocation to Utah. In contrast, the Stars are centering their new arena in an affluent business space and a established hockey community, positioning themselves for success.
The new arena will emphasize premium treatments and club sections, aligning with the NHL’s push for enhanced revenue streams. A league source commented, “From a league perspective, this is a huge win for all of us.” This development could set a precedent for other franchises, encouraging them to invest in similar arena upgrades.
The Future of the Dallas Stars
The Stars’ relocation to Plano represents a strategic business decision, prioritizing financial stability and growth. As one former NHL team president remarked, “It’s kind of a business-versus-optics thing here, right? Do you need to be in Dallas to be the Dallas Stars? From a business side, you don’t.” This move underscores the team’s commitment to adapting to the evolving landscape of professional sports.
While the Stars leave behind a piece of their history in Dallas, their future in Plano promises new opportunities and a strengthened foundation. The relocation is not just a geographical shift but a step towards securing the team’s long-term success in the NHL.
