Basecamp Center

Frisco’s Interstate Parcel had come to be defined as the “third rail of Frisco politics”. The last project proposed for this Town owned site had bitterly divided the community and ultimately was defeated in a citizen driven referendum.

And that is where our current story began. We felt the site presented a unique opportunity to both Whole Foods Market and the Town. From Whole Foods Market’s perspective, the site was in the middle of Colorado Ski Country, with a strong local market and an opportunity to serve literally millions of destination visitors. We convinced Whole Foods Market that they had worked hard to create relationships with these visitors at home and that they should “follow them” on vacation. From the Town’s perspective, the site presented the opportunity to re-brand Frisco’s I-70 gateway, enhance community character, and generate direct and indirect revenue. In contrast to the dissension just a few years ago, within weeks of going public with our proposal, our Facebook page — Friends of Whole Foods Frisco — had been liked or friended by hundreds of people and Town Council ultimately approved the project.