Frisco backs Dude Perfect tax incentive for campus expansion

Frisco is putting public support behind a hometown brand that already helped define the city’s digital image. City Council approved ordinances that could open the door to a two-year tax break for Dude Perfect’s campus expansion at 15900 Gateway Drive, Suites 200 and 300, a project estimated at about $1.7 million.

If the state signs off, the company could receive temporary exemptions on certain sales and use taxes tied to construction work, with the benefit expected to return roughly $22,800 in local sales tax and more than $71,000 in state sales tax over two years. The expansion would convert existing and adjacent warehouse space into a larger production environment with filming stages, flexible studio setups, sound-treated rooms, upgraded lighting infrastructure and space for podcast production, gaming content and other digital media work.

The city’s May 5 action designated Frisco as a Media Production Development Zone under Texas law and nominated the Dude Perfect headquarters as a qualified media production location. Dude Perfect, LLC had submitted exemption materials to the city on or about March 2, April 7, April 17 and April 24, 2026, setting up the application that now moves into state review.

That review runs through the Texas Media Production Development Zone Act, created by the 81st Texas Legislature in 2009 and administered by the Texas Film Commission. The program can provide up to a two-year sales-and-use-tax exemption for qualifying media production facilities, including sound stages, video game studios, animation and CGI space, post-production facilities and production offices. Before final designation, the project must clear review from the Texas Comptroller of Public Accounts and receive a recommendation from the Media Production Advisory Committee.

For Frisco, the bigger question is not just whether the incentive pencils out, but what kind of growth the city wants to reward. Dude Perfect, formed in 2009 by five friends while they were students at Texas A&M University, is already one of the most recognizable names tied to Frisco’s youth-focused brand. Community reporting in February 2025 described the company’s newer headquarters, DPHQ3, as an 80,000-square-foot facility across multiple floors once fully built out, with private offices for the five founders.

The campus has also been evolving for years. A Texas Department of Licensing and Regulation filing for Star Business Park Building 3 at 15900 Gateway Drive listed a Dude Perfect project with an estimated cost of $3 million and a completion date of May 20, 2024. This latest expansion would deepen that footprint and add another chapter to Frisco’s effort to keep a nationally known creative business embedded in Collin County.