Rollertown Beerworks begins construction on its new 50,000-square-foot Frisco brewery this month, aiming to open by October.
FRISCO, Texas — This story was originally published by our content partners at the Dallas Business Journal. You can read the original version here.
Efforts to bring even more economic activity to downtown Frisco stand to get a big boost from a new brewery and entertainment destination.
And construction is about to hit a new stage on that brewery, Rollertown Beerworks, co-founded by Jonathan Rogers and local radio hosts Ben Rogers and Jeff “Skin” Wade.
Construction is set to go vertical Jan. 27, Jonathan Rogers said in a Jan. 15 email. A groundbreaking was held last March but work so far has focused on site prep.
When complete, the 50,000-square-foot facility will include a brewery, a two-story taproom, an outdoor beer garden, a large lawn and an entertainment stage. The new facility will also serve as Rollertown’s headquarters, replacing its current 3,500-square-foot location in Celina, located north of Frisco. The Celina facility will remain open for brewing.
Located at the northeast corner of Main Street and John Elliott Parkway, the venue is expected to host diverse lineup of events including concerts, comedy shows and sumo wrestling — an attraction that previously drew thousands of attendees to the Celina location.
The move represents an effort by the Rollertown founders to further diversify their revenue. The taproom will generate sales from beer — draft beer prices generally range from $5 to $9 — as well as cocktails and food. There will also be merchandise sales and the chance to increase distribution to local grocery store.
Last year, Rollertown sold nearly 50,000 draft beers at its Celina location, generating roughly $350,000 in revenue from on-premise consumption at an average price of $7 per beer.
The new brewery is backed by notable local figures, including Dirk Nowitzki, Michael Young, Travis Frederick, Torii Hunter and Dude Perfect, which recently opened a new headquarters in Frisco. Among Rollertown’s offerings is “The Big German,” a beer named after Nowitzki.
Rogers said he aims to begin brewing by July and open the facility to the public by early October. The $12 million facility was designed by California-based PGAL Architects and is being built by Tulsa-based Crossland Construction.
The Celina location currently operates with a staff of about seven employees. However, Rogers expects the Frisco location to see five to 10 times the traffic, potentially expanding the workforce to around 50 employees.
“We’ve been in this place where we can’t make enough beer and so once we get to Frisco, that’s going to really help us start to leverage these guys more,” Rogers said. “[In] Frisco … we’ll be able to make about 10 times the amount of beer that we can currently make.”
Back-of-the-napkin math suggests 10 times more taproom beer sales would mean revenue of around $3.5 million from that segment of the business alone.
Plans for the new brewery in Frisco began in 2021. Rogers chose the area because of its rapid growth, the city’s focus on improving residents’ quality-of-life and its efforts to become a premier entertainment hub in North Texas. Frisco’s population soared from around 33,000 at the start of the century to more than 234,000 as of 2024.
In response to this explosive growth, city officials are making substantial investments in infrastructure, including a $76 million project to revitalize the historic downtown, known as the Rail District. The initiative, which started in July 2024, recently launched its final phase.
Overall, Rogers said he is excited to join an area full of momentum. Additional projects nearby include the multimillion-dollar renovation of Toyota Stadium and the $10 billion Fields development along Panther Creek Parkway and Dallas North Tollway.
“I really believe that Frisco is different from so many other places,” Rogers said. “There’s a sense of possibility in Frisco that doesn’t exist in a lot of places. There’s a vision here to go do great things, and that’s something we want to be a part of.”