Local craft beer scenes can really define a city these days. The City of Frisco, Texas, sees this trend as well and is close to approving a new public-private partnership with Rollertown Beerworks to build a brewery production facility that city leaders believe will “pour tourism dollars into its historic downtown.” I assume pun intended. Company executives estimate the new Rollertown will attract more than 250,000 visitors to Frisco each year.
The Frisco City Council approved a Master Development Agreement, Lease and Performance Agreement with Rollertown this week, and the city is tapping its Economic and Community Development Corporations (FEDC/FCDC) to invest in the proposed project. Under the proposed agreement, the facility would be located on about 2.6 acres of city-owned property adjacent to the downtown silos.
“One of our Council’s ‘Top Ten Priorities’ is to make historic downtown an entertainment destination. This public-private partnership will be monumental in redeveloping historic downtown Frisco,” said Mayor Jeff Cheney. “We’re confident it will be a high energy, gathering place for residents and visitors, alike. In fact, our VisitFrisco team shares ‘breweries’ and ‘live music venues’ are two of the reasons why residents leave Frisco for other entertainment destinations. Rollertown Beerworks will be designed to have both.”
In the proposed contract, the FCDC would invest up to $10 million to construct the facilities to accommodate brewery production, distribution, and sales activities; the FEDC would contribute an additional $2 million grant towards construction.
The proposal requires Rollertown Beerworks to cover any costs exceeding the city’s maximum $12 million total investment for design and construction. The company would also be responsible for all management and operation costs. The brewery is expected to employ at least 36 employees, including full and part time staff.
The public-private partnership would involve a 23-year lease agreement with an option to extend the lease to 40-years. Rollertown Beerworks would repay $10 million at 4% interest within 23-years. After the second year of operation, the repayment provision for the $2 million grant would be forgiven. The City of Frisco will retain ownership of the property and facilities. If approved by all parties, construction is expected to start within a year.
“Elm Street reconstruction is already underway and improvements to Main Street and Fourth Street Plaza will follow,” said Ben Brezina, Assistant City Manager. “We’ve been working on this project more than a year and believe this public-private partnership will be a catalyst for even more reinvestment in historic downtown Frisco.”
For Rollertown’s part, they are committed to hosting at least a dozen live, special events each year to bolster tourism.
“We are thrilled to partner with the City of Frisco to bring a world-class brewery and entertainment facility to the downtown area,” said Jonathan Rogers, CEO of Rollertown. “Along with being one of the finest places to live in the country, Frisco is one of the most creative, forward-looking communities in the U.S. We look forward to being an excellent partner for the City of Frisco and an excellent teammate for her partners, institutions, and residents.”
An opening date for Rollertown Beerworks in Frisco is anticipated in late 2024.
The Rollertown team has already expanded twice in under three years in its first location. They have “simply outgrown our available space. We’re bursting at the seams and just can’t keep up with demand.” So they jumped at this chance.
Under the proposed agreement, the Frisco Rollertown Beerworks will span at least 24,000 square feet and include production operations, as well as a restaurant, event lawn with artificial turf, a stage / pavilion and a two-level tap and tasting room with a rooftop experience and beer garden. The production facility will take up 11,000 sq. ft..
Some facts from the Rollertown website:
The new HQ will feature a world-class, two-story, inside/outside taproom with a rooftop patio that welcomes all. Our indoor hospitality space will be at least 13,000 sq. ft. with major green space of nearly 30,000 sq. ft. We will host the new and innovative events you’ve come to expect from Rollertown on a consistent basis.
Rollertown will be expanding both our on and off-premise availability. We’ll begin by expanding our on-premise distribution (bars, restaurants, stadiums, etc.) starting immediately and and growing over the next 18-24 months. When we get our new production up and running at FHQ (Frisco Headquarters), we will begin to distribute to off-premise locations like grocery, liquor, and convenience stores.
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