Art In The Arena: Frisco’s Only Indoor Art Festival Returns This August

Frisco is home to one of the most distinctive fine art events in North Texas, Art in the Arena, a three-day indoor festival that transforms the Comerica Center into a curated art experience unlike anything else in the region.

Hosted by the Visual Arts Guild of Frisco (VAGF), a nonprofit committed to supporting local artists and cultivating public appreciation for the arts, Art in the Arena brings together painters, sculptors, photographers and mixed-media artists to connect directly with the community in a professional, unique setting.

And while the art is the star of the show, one of its most practical perks just might be the climate-controlled venue.

What to Expect

Comerica Center, 2601 Avenue of the Stars, Frisco, TX
August 22–24, 2025
August 22: Limited VIP Passes | $55 VIP Passes Friday Night in the Arena Available Now
Free Entry August 23–24 | Free Garage Parking All Weekend

This year’s event builds on the success of its 2024 debut, with exciting enhancements and new programming:

2024-08-16-art-in-the-arena-img_6105-dn — Photo: Art in the Arena

VIP Night in the Arena | Friday, August 22, 6–10 PM
An exclusive evening featuring a juried art awards ceremony, dinner, live music, and early access to featured work—hosted in the VIP Lounge. Passes are $55.

A Redesigned Venue Layout
Renovations at the Comerica Center allow juried galleries to be displayed on the second-level concourse, creating a refined, gallery-style viewing experience.

Debut of the Student Art Showcase | Saturday, August 23, 5–6 PM
In partnership with Frisco ISD, this juried student competition features talented high school artists and honors them with a special awards reception.

Inclusive Artist Booths
Booths are available on a first-come basis, with discounts for VAGF members—offering space for both emerging and established artists.

Free Entry (Aug. 23–24) and Free Parking
The festival is open to the public Saturday and Sunday, with free general admission and free garage parking all weekend.

More Than an Event

The idea for Art in the Arena came from Jennifer Luney, VAGF’s treasurer and programs director, who stepped into leadership during the pandemic with a clear mission: to protect and evolve Frisco’s arts community.

“I wanted to ensure that the visual arts not only survived but thrived — and that they continued to enrich our local economy and cultural landscape,” Jennifer says.

Inspired by her husband, Suad Bejtovic, a fine art photographer and VAGF president, Jennifer envisioned an event that would give artists a platform and the public a reason to engage with local creativity in a fresh and accessible way.“Frisco didn’t have a full-time fine art gallery,” she explains. “So we decided to create something special—a space where people could experience art, connect with local artists, and be inspired.”

suad-and-jen — Jennifer and Suad Bejtovic. Photo: Art in the Arena

And it’s working. “There’s something invigorating about the atmosphere of art events, the buzz, the creativity, the inspiration,” Jennifer says. “I often leave with a heart full of ideas and a car full of new art.”

A Community Effort and a Visibility Challenge

Unlike outdoor art festivals with tents and open-air buzz, access is a visibility challenge.

“Outdoor art festivals naturally draw attention with tents and foot traffic,” Jennifer explains. “But hosting our event inside a large venue means we lose that organic visibility. People driving by don’t realize there’s an art festival happening inside.”

That’s why VAGF is making visibility a top priority this year.

“We’ve started promoting the event earlier, we’re investing in more signage, and we’re actively seeking marketing partners who believe in the power of the arts,” Jennifer says.

Looking Ahead

With two years of momentum and a growing following, VAGF hopes to evolve Art in the Arena into a biannual signature event—a go-to cultural celebration for artists, collectors, students, and families.

“We envision the arena alive with energy—filled with art lovers, collectors, musicians, designers, and creatives, all inspired by the diverse displays of talent,” Jennifer says.

But even as the vision grows, the goal remains grounded.

“We want this to be more than a show,” she adds. “We want it to be something people look forward to year after year. A place where the arts truly belong.”