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The interior of the new East Side Club is seen at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club, in Frisco.<\/p>\n
Chitose Suzuki\/The Dallas Morning News<\/p>\n
FRISCO \u2014 FC Dallas will return to Toyota Stadium on Saturday for the first time in three months, and fans walking through the gates to watch the match against Sporting Kansas City will quickly realize the venue they left behind in May is not the same one they\u2019re stepping into now.\u00a0<\/p>\n
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After a long stretch of road games and thousands of miles traveled, the club comes home to a dramatically reimagined East Side \u2014 an ambitious renovation that reshapes both the physical space and the atmosphere of the matchday experience.<\/p>\n
The centerpiece of this transformation is the new East Side Club, a 12,000\u2011square\u2011foot premium space designed to elevate fan enjoyment beyond the 90 minutes on the pitch.\u00a0<\/p>\n
Article continues below this ad<\/p>\n
High\u2011top tables, wide semi\u2011circular sofas, an exclusive kitchen, big screens positioned throughout the room, shuffleboard, pinball machines, mini\u2011football tables, vaulted ceilings and columns wrapped in smoked\u2011mirror finishes create an atmosphere that blends comfort, modern design and entertainment.<\/p>\n
\u201cThis is a luxury premium experience that you probably don\u2019t see in almost any stadium anywhere in the world in soccer,\u201d said FC Dallas<\/a> president Dan Hunt, underscoring the ambition behind the project.<\/p>\n The new East Side Club is seen at the right at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News Dan Hunt, president and co-owner of FC Dallas, tastes the food samples at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News A view from the new East Side Club at Toyota Stadium is seen, Monday, Aug. 31, 2026, during a media preview of the new premium club, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News Food displays are seen at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News Toyota Stadium Executive Chef Erika Dabney poses for a photo with food displays at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News A plate of Ultimate Short Rib Nacho is displayed at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club and the food, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News A plate of Harvest Salad is displayed at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club and the food, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News \u201c 12 Hour Smoked Brisket,\u201d is displayed at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club and the food, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News A plate of Smash Burger with Double Cheese is displayed at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club and the food, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News A plate of churros is displayed at the new East Side Club at Toyota Stadium, Monday, Aug. 31, 2026, during a media preview of the new premium club and the food, in Frisco.<\/p>\n Chitose Suzuki\/The Dallas Morning News<\/p>\n Outside the club, fans will find 1,800 brand\u2011new red seats with soft\u2011fabric backs, replacing older seating and adding a fresh visual identity to the section. Most of these seats are reserved for season\u2011ticket holders, but there are still spots available for Saturday\u2019s match.\u00a0Prices fluctuate based on supply and demand, reflecting the premium nature of the renovated area.<\/p>\n The infrastructure upgrades extend beyond seating. The roof over the East Side is now fully completed, and from it hangs a modern sound system designed to enhance the stadium\u2019s acoustics. The old lighting towers \u2014 once a defining feature of Toyota Stadium \u2014 have been removed and replaced with a state\u2011of\u2011the\u2011art illumination system.\u00a0<\/p>\n Article continues below this ad<\/p>\n The new lights, installed strategically beneath the roof, offer spectators a clearer, sharper view of the action on the field. It\u2019s a change that benefits fans, players and broadcasters alike.<\/p>\n \u201cWe have the opportunity to create an elevated experience for our fans,\u201d said FC Dallas CFO Jimmy Smith.\u00a0<\/p>\n He noted that the Dallas\u2011Fort Worth sports market is competitive, with other teams offering high\u2011end venues and immersive experiences.\u00a0<\/p>\n \u201cOne thing we see, especially in our market with other sports teams,” Smith said, “is that those venues create an unbelievable experience for fans. And I think that\u2019s what this new East Side Club does for our fans.\u201d<\/p>\n The transformation isn\u2019t limited to architecture and amenities. Fans will also encounter a revamped culinary lineup at the renovated concession stands.\u00a0<\/p>\n Article continues below this ad<\/p>\n The new menu includes, among others, birria nachos, double\u2011cheese smash burgers, spicy jalape\u00f1o brisket sandwiches, Filipino pork nachos, harvest salad, and caramel\u2011stuffed churros \u2014 items designed to bring creativity and flavor to\u00a0matchday dining. It\u2019s a shift toward a more diverse and elevated food experience, aligning with the club\u2019s broader push to modernize the stadium.<\/p>\n The opening of the East Side Club comes at a pivotal moment for FC Dallas. The team has spent weeks flying across the country<\/a>, playing 11 straight matches away from home, a grueling stretch that tested its endurance and depth.\u00a0<\/p>\n Despite the demanding schedule, the club returns to Frisco in strong form. FC Dallas sits in a playoff position, fifth in the Western Conference with 34 points.<\/p>\n \u201cWinning is still the most important thing,\u201d Hunt said. \u201cI think you see our commitment that winning matters here.\u201d\u00a0<\/p>\n To illustrate that commitment, Hunt pointed to the presence of Petar Musa<\/a>, the Croatian striker who has become the team\u2019s offensive engine. Musa has scored 16 goals this season<\/a>, just two behind league leader Lionel Messi, who has 18. The club, Hunt said, is working with Musa and his agent on a long\u2011term contract that would keep him in Frisco for years to come.<\/p>\n Article continues below this ad<\/p>\n \u201cWe had a lot of opportunities for Musa to leave us this summer. And that was just something we were not interested in. Winning matters, and that\u2019s why we didn\u2019t want to have any outbound transfer business in a big way,\u201d Hunt explained.\u00a0<\/p>\n The East Side Club and the broader Toyota Stadium upgrades are part of a full\u2011venue renovation scheduled for completion in early 2028. The initial cost of the project was $183 million, but Hunt said the total is now \u201cwell north of 215,000,220 million,\u201d reflecting the scale and ambition of the improvements.<\/p>\n \u201cLook, the truth of it is this. My brother (Clark) and I get one shot at doing this right and leaving a lasting legacy for soccer fans. For fans of FC Dallas, for the City of Frisco, for North Texas, and we’re financially committed to do that because this is something that will last for generations,” Hunt said.<\/p>\n Some might wonder whether such a high\u2011end experience could distract fans from the match itself. Smith doesn\u2019t see it that way.\u00a0<\/p>\n Article continues below this ad<\/p>\n \u201cI think they go hand in hand. People want to have an experience and enjoy what\u2019s on the field and what\u2019s off the field. And I think that\u2019s what this does,” he said. \u201cThis team is different than it was 20 years ago. And now, this stadium is different than it was 20 years ago.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The interior of the new East Side Club is seen at Toyota Stadium, Monday, Aug. 31, 2026, during…\n","protected":false},"author":2,"featured_media":422328,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[102,104,103,2124],"class_list":["post-422327","post","type-post","status-publish","format-standard","has-post-thumbnail","category-dallas","tag-dallas","tag-dallas-headlines","tag-dallas-news","tag-fc-dallas"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/422327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/comments?post=422327"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/422327\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media\/422328"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media?parent=422327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/categories?post=422327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/tags?post=422327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<\/p>\n
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