North Texas transplant Toyota was officially named Tuesday as the title sponsor for the new Music Factory in Irving.

The 10-year partnership comes as the carmaker looks to boost its visibility in its new home. The North American headquarters of Toyota moved to Plano this year.

Terms of the naming-rights deal were not announced.

The $200 million, 16.7-acre entertainment and dining complex in Las Colinas is officially dubbed the Toyota Music Factory. The name was revealed to The Dallas Morning News last week ahead of the official announcement.

The anchor concert hall, booked exclusively by Live Nation, is now the Pavilion at Toyota Music Factory, and the VIP Lounge is the Toyota Lounge.

The Toyota Music Factory, developed by the ARK Group, is expected to draw up to 2.5 million guests a year. It opened Saturday with a set by bearded rockers ZZ Top.

About two dozen restaurants, bars and music spots are expected to begin opening this month.

When Toyota announced plans to leave its longtime California home for the Lone Star State, company officials vowed to become part of the fabric of the community.

Toyota is already the title sponsor of Toyota Stadium and Toyota Soccer Center, a 145-acre multipurpose sports and entertainment facility near the Dallas North Tollway in Frisco. It is the home stadium for the FC Dallas soccer team.

While Toyota has many sponsorships in North Texas, including selling the “official truck” of the Texas Rangers, this marks only its second Dallas-area naming rights deal, a spokesman said.

“Toyota takes pride in calling North Texas home and looks to be an active part of the community,” said Jack Hollis, group vice president and general manager of the Toyota division at Toyota Motor North America. “When it comes to sponsorships, we associate ourselves with places and events that the community engages, whether that be through sports, music or entertainment. We don’t just put our logo somewhere but rather look to enhance the customer experience through different fan engagements” and opportunities to interact with Toyota vehicles.

ARK Group president Noah Lazes said in a statement that his company is “deeply honored to have Toyota participate on the highest level of sponsorship as the title sponsor for the Music Factory. I cannot think of a more distinguished Fortune 50 company to have involved,” he said, “especially since they are now headquartered in the Dallas Fort Worth market.”

But Toyota is not the only newcomer seeking to plant a flag beyond the corporate office.

Also Tuesday, Jim Lites, president and chief executive of the Dallas Starshockey team, and Dave Pace, Jamba Juice chief executive, announced a three-year partnership beginning with the 2017-18 NHL season.

Jamba Juice relocated last year from California to Frisco’s Hall Office Park.

The agreement includes development plans to open Jamba stores at several Dr Pepper StarCenters, the first of which will debut at Dr Pepper StarCenter Frisco this October.

Under the deal, there also will be some Jamba Juice presence at American Airlines Center, the Stars’ home base. A signature Stars smoothie will debut before start of the 2017-18 NHL season and will be available at all Jamba locations in the Dallas-Fort Worth area.

Financial terms of the deal were not immediately released.


Presented by Dallas Morning News, September 13, 2017

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