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Frisco Station's Integrated 5G Wireless Technology Helps Win New Global HQ in Texas

Brierley+Partners Moves to One of the First US Developments Built From Ground Up with Latest Network
October 5, 2018

Brierley+Partners is moving its headquarters to Frisco Station, a cutting-edge technology development in Frisco, Texas. Photo credit: VanTrust Real Estate.

Marketing firm Brierley+Partners plans to move its global headquarters from Plano, Texas, four miles to Frisco Station, one of the first developments in the United States being built from the ground up with a cutting-edge 5G wireless network.

The next-generation of cellular mobile communications known as 5G is expected to bring better performance than 4G worldwide over the next two years. Federal Communications Commission Chairman Ajit Pai said 5G could be 100, or even 1,000, times faster than current networks, prompting the Trump administration to eliminate regulatory barriers for deploying the technology.

Brierley+Partners' new lease signals the strength of 5G as a selling point for commercial real estate as the new network, provided by AT&T, is being installed throughout Frisco Station's parks, housing, hotels and office buildings. The bandwidth is necessary to support future amenities Frisco Station developers have in mind, including autonomous cars and an air taxi shuttle service provided by Uber.

The 33-year-old Brierley+Partners, which helped create customer loyalty programs like American Airlines' AAdvantage and Neiman Marcus' InCircle, has leased 56,703 square feet of office space on the sixth and seventh floors of The Offices One at 6160 Warren Pky. in Frisco. The firm plans to move in by the end of May 2019.

Exterior of The Offices One at Frisco Station. Photo credit: VanTrust Real Estate.

Brierley+Partners toured multiple properties in Plano and Frisco, but none compared to the 242-acre Frisco Station, said Kats Murakami, the firm's president and chief executive officer.

"With the proximity to The Star, restaurants, hotels, housing, entertainment and a park, Frisco Station was a no-brainer," Murakami said in announcing the move. "Our new location and this particular office will strengthen our recruitment efforts as the labor market is becoming increasingly competitive."

The new headquarters gives Brierley+Partners room for future growth and will help the company collaborate with its clients and other offices in Los Angeles, Tokyo and London.

With the planned move, the company is expected to double the amount and variety of its meeting spaces. Employees will also have access to a tenant lounge, fitness center and a large conference center.

Plans for the on-site emerging transportation network, coupled with AT&T's 5G technology, will help Brierley+Partners fully connect physically and digitally, said Geoff Meyer, an executive vice president of development at VanTrust Real Estate, one of the groups behind the Frisco Station project.

"Frisco Station continues to be a highly desirable destination for corporations who want to be located in one of the most innovative corridors in the nation," Meyer added.

Frisco Station is under construction adjacent to The Star, a mixed-use development that's home to the Dallas Cowboys world headquarters and practice facility. The group behind Frisco Station, which includes VanTrust, Hillwood and The Rudman Partnership, is developing the project to integrate with The Star and Hall Park.

Upon completion, Frisco Station will have more than 50 restaurants, shops and entertainment options at The Hub at Frisco Station, a planned entertainment district. The development will also include more than 2,400 urban-style apartments and homes.

For the record:

Tenant: Randy Cooper, Craig Wilson, Kate Sudol and Wills Bauer of Cushman & Wakefield represented Brierley+Partners.

Landlord: Johnny Johnson, Chris Taylor and Clint Madison of Cushman & Wakefield represented the landlord, VanTrust Real Estate.

Candace Carlisle, Dallas-Fort Worth Reporter  CoStar Group   
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