Frisco Approves 7.5 Acres of Retail at Custer and Main

Frisco’s Planning and Zoning Commission voted at its December 9 meeting to approve plans for approximately 7.5 acres of retail development at the southwest corner of Custer Road and Main Street. The proposal, included within The Grove Frisco master planned community, calls for five buildings that will house retail and restaurant tenants and a central outdoor space with a lawn, cedar pergolas and picnic tables.

Designs for the site were submitted by Kimley Horn and the land is owned by Custer Main Retail South LLC. The project is sited near existing businesses on the south side of Main Street, and planners say the layout emphasizes a pedestrian oriented central plaza intended to serve both residents of The Grove and neighboring commercial areas.

This approval builds on earlier Grove approvals in Frisco. The development’s initial 154 acre phase was approved in 2019, with additional acreage added in 2022 as the master plan took shape. The newly approved retail parcel represents a continued shift from raw land to active commercial use in this part of the city, reflecting ongoing growth pressures in Collin County.

The Planning and Zoning Commission signaled that this is not the final administrative step for the retail parcels. Additional small lot retail reviews are planned, which will examine details of lot design, signage, access and other site specific items before individual tenants move forward. Those subsequent reviews will determine timing for construction and final site work.

Local impact will be tangible. The development is likely to generate sales tax revenue and create jobs in retail and food service, while adding public facing open space in the form of the central plaza. At the same time residents can expect increased construction activity and changes to traffic flow along Main Street and nearby intersections. For nearby business owners and residents the project will alter block level pedestrian connections and parking patterns, and civic leaders will need to coordinate infrastructure and traffic management as the site advances through approvals.

As the project proceeds through additional reviews, neighbors and local officials will have opportunities to monitor design details and implementation that will shape how the new retail integrates with existing Main Street businesses and the broader Grove community.