On Frisco’s northern edge, a new era of luxury living is taking shape. Once just an empty stretch of land marked by a dusty road, the 2,500-acre Fields development is now a sweeping master-planned community that embodies both the region’s rapid growth and its deep local roots.
Named for Texas banker and rancher Bert Fields, Jr., the project by Fehmi Karahanis is envisioned as a bridge between past and future, modern living with a nod to heritage. Though grounded in history, Fields offers a glimpse of what’s ahead for Frisco and the broader Collin County area.
A Vision of Growth and Preservation
“We want to make sure we capture the blue sky opportunities, preserve as much open space as possible,” said Frisco Mayor Jeff Cheney during a ribbon-cutting of phase one of Fields’ The Preserve on May 21. “When you look at the Fields logo, it actually captures that vision.”
The Fields logo was intentionally designed to reflect the development’s vision. The "F" shape represents the bend in the Dallas North Tollway, with Fields Parkway forming the cross-section. The upper portion of the logo symbolizes the expansive blue sky views that define the area.
That emblematic design reflects the development’s guiding philosophy. With expansive vistas, miles of greenbelt trails and a pedestrian-friendly urban core, Fields is being built to offer the best of both worlds: the energy and convenience of a modern city, combined with the peace and openness of the land it rises from.
A Magnet for Jobs and Innovation
Positioned along major transportation corridors and neighboring the PGA of America headquarters, as well as the upcoming Universal Kids Resort, Fields is designed to be more than a neighborhood, it’s a new employment center for the region.
"I expect Fields to have a similar impact in Frisco as The Shops at Legacy and Legacy West had in Plano, but at an even greater scale," Karahan told Local Profile.
"I expect Fields to have a similar impact in Frisco as The Shops at Legacy and Legacy West had in Plano, but at an even greater scale," Karahan told Local Profile. "With the type of amenities offered within the Fields development, it is the perfect place for corporate relocations, Fields has and will continue to create thousands of job opportunities, it’s an ideal place for people to raise their families. The list goes on and on."
Fields signals a shift in how companies evaluate location, prioritizing quality of life for the broader workforce. A prime example is Fields West, the 55-acre “big sister” development to Legacy West. At completion, it will feature 350,000 square feet of retail, restaurant and entertainment space, 325,000 square feet of office, 1,200 multifamily units and plans for 375 hotel rooms.
Once fully developed, Fields West is projected to generate over $400 million annually in sales and purchases across the city. Not to mention the additional draw it brings for those looking to live in and around Fields.
“It used to be that to get Fortune 500 companies, they would go wherever the C-suite wanted to live,” said Cheney. “Now they're actually thinking more about their employees, about where employees want to raise their family and live. And Fields is a part of absolutely delivering that.”
A National Model for Suburban Living
At the heart of Fields lies The Preserve, a private mixed-use district that blends dense urban amenities with the layout and calm of a traditional suburb. For Frisco leadership, it’s a signature achievement.
“When this project is completed… the rest of the country is going to come here to view this as the case study for how you build a community,” Cheney previously said. “I believe there's been nothing like this done in the entire country, and it may never be done again to be able to blend all these elements.”
While much of the U.S. faces uncertainty in the housing market, Frisco continues to buck the trend, thanks in part to projects like Fields.
"Despite increase in mortgage rates and the housing market slowing down in other parts of the country, the Frisco housing market continues to be strong,” said Karahan.
"Despite increase in mortgage rates and the housing market slowing down in other parts of the country, the Frisco housing market continues to be strong,” said Karahan. “That’s a testament to the growth in North Texas and the type of buyers we’re attracting.”
As Fields continues to take shape, its significance goes beyond the city limits of Frisco. It is a living statement of what’s possible when intentional design, economic opportunity and civic vision come together. For Collin County and the North Texas region, it just may represent the future.
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