December 1, 2023

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Irving looks at overhaul for its five-year-old Toyota Music Factory

3 min read

More than a year after Irving selected a new operator for its Las Colinas entertainment center, the city council is considering a plan to revamp the Toyota Music Factory.

The $180 million retail, restaurant and entertainment center opened in 2018 between State Highway 114 and Las Colinas Boulevard.

The Music Factory includes a 4,000-seat indoor concert hall, an 8,000-seat outdoor amphitheater, 206,756 square feet of retail and restaurant space and a 100,000-square-foot office building. There’s also a movie theater.

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The project got off to a slow start and has continued to lag the city’s original expectations. Irving selected a unit of New York-based Brookfield Asset Management last summer to take over the property from the original developers.

Brookfield has spent a year evaluating the Music Factory and drawing up a new game plan.

The Toyota Music Factory includes performance spaces, restaurants and retail.(Jae S. Lee / Staff Photographer)

The global real estate firm’s new path for the entertainment center includes a revamp of the central plaza, bold artwork and signage and other upgrades.

“We feel that Toyota Music Factory is not hitting its full potential,” Brookfield’s Chase Martin said in a city council work session. “We took over a year to listen and learn. We heard a lot.”

Brookfield officials said they teamed with RSM Design on the project’s revamp. RSM has worked on mixed-use projects across the globe and locally in Frisco, Dallas and Fort Worth.

“We looked at the best in class locally, nationally and globally to understand what elements make a project the heartbeat and civic core of a community,” Martin said.

The biggest part of Brookfield’s new Music Factory plan is to redo the central plaza.

“That’s the beachfront property for Toyota Music Factory,” said Brookfield’s Tom Miller. “We need to move from a place that lacks an identity and has a generic feel to it. It lacks an intimacy and a warmth.”

Brookfield officials said the Music Factory also needs to better connect with the adjoining Irving Convention Center and hotel and the new Wells Fargo office campus, which is under construction nearby.

And the firm is planning an artwork and signage program to liven up the complex.

“This is really what gives the place its true potential, bringing it from what is frankly a pretty austere environment,” Miller said.

Brookfield said it wants to make the changes by next year. But city council must first approve the plan.

Irving officials were mostly positive about the plan at a Thursday work session.

“The design work, I think you are right on,” said Mayor Rick Stopfer. “The art is a huge thing. It’s a 100% home run as far as looking at what you want to do.”

City manager Chris Hillman said the city must take steps to “maintain that competitive edge for our entertainment district in what is becoming a growing number of entertainment districts throughout the Metroplex.”

Grandscape’s next big attraction: 87-foot immersive dome for watching sports, events

Legacy West in Plano, Grandscape in The Colony and Texas Live! in Arlington are among some of the region’s competing restaurant and entertainment districts.

Brookfield is one of North America’s biggest real estate investors and developers. In North Texas, Brookfield’s holdings include more than two dozen properties, including Frisco’s Stonebriar Centre mall, downtown Dallas apartments and millions of square feet of industrial space.

Brookfield wants to redesign the central plaza at Toyota Music Factory.(Brookfield. )


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