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Toyota Buys Naming Rights to Irving Music Factory


Irving, Texas. September 12, 2017

Toyota and ARK Group have announced a 10-year partnership that establishes Toyota Music Factory as the new name for the Irving Music Factory. Additionally, the Live Nation concert venue, The Pavilion, will be renamed The Pavilion at Toyota Music Factory, and the VIP Lounge will be called the Toyota Lounge. The name changes are effective immediately.

The Toyota Music Factory is a $200 million, 16.7-acre entertainment and dining complex in the Las Colinas Urban Center in Irving, Texas. The Toyota Music Factory, expected to draw around 2.5 million guests a year, opened Sept. 9 with ZZ Top.

“Toyota has a rich history of connecting with our guests through music, and the Toyota Music Factory gives us another platform to do that,” said Ed Laukes, group vice president, marketing, Toyota. “We are excited that the Toyota Music Factory offers North Texans a state-of-the-art facility to enjoy live music, entertainment and dining options.”

The mixed-use and lifestyle destination is anchored by Live Nation’s The Pavilion at Toyota Music Factory. This is a state-of-the-art venue for world-class entertainment and special events throughout the year. Exclusively booked and promoted by Live Nation, The Pavilion at Toyota Music Factory converts from a 2,500-capacity intimate theater to a 4,000-seat indoor theater and opens up to an 8,000-person boutique open-air amphitheater. 

Additionally, the Toyota Music Factory’s  more than 25 entertainment and dining options, including Alamo Drafthouse 8 Screen Movie Theater, will be opening before the end of the year. Ethos Group will occupy 100 percent of the four-story office tower that looks out onto the entertainment center. 

“We are deeply honored to have Toyota participate on the highest level of sponsorship as the title sponsor for the Music Factory,” said ARK Group President Noah Lazes. “I cannot think of a more distinguished Fortune 50 company to have involved, especially since they are now headquartered in the Dallas/Fort Worth market. Toyota’s many contributions to the community will greatly enhance the appeal of the newest all-in-one dining and entertainment destination for North Texas residents and visitors alike.” 

Located on the north side of SH 114 and just west of the Las Colinas Urban Center, the address for the Toyota Music Factory is 300 W. Las Colinas Blvd., Irving, Texas 75039. There will be plentiful valet stands throughout and 4,200 dedicated parking spaces available for patrons of the Toyota Music Factory. The Toyota Music Factory is adjacent to the Irving Convention Center and the 350-room Westin Hotel (under construction). The site is served by the DART Orange Line as well as the Las Colinas People Mover System. 

“We are eager to celebrate all the hard work poured into this exciting project by so many, including the City of Irving, Toyota, Gensler, Live Nation, Skanska, SunTrust Bank, the tenants, and most importantly, the residents of Irving,” said Lazes.

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