The wellness trend continues to expand in the U.S. and Dallas is poised to invest in the form of Therme Dallas. Therme Group, based in Europe with five established resorts, continues its development strategy in North America, first in Toronto at Ontario Place and now in Dallas along the Trinity River. The $800 million, 500,000-square-foot indoor-outdoor resort features thermal baths, around 20 saunas, mineral pools, waterslides, restaurants, and a hotel under a retractable glass roof. In August of this year the City Planning Commission gave the project its initial green light on zoning; next steps take the project to Dallas City Council for final authorization. Developers are targeting a 2027 groundbreaking and a potential 2031 opening. Cannon Beach is a $200 million, 35-acre surf and adventure lifestyle project led by the Cannon Development Group. The project is actively under construction in McKinney, Texas, with the first phase targeting an opening in late 2027. The concept includes the stationary surf wave lagoon, a lazy river, a mineral hot springs circuit, cliff diving platforms, a full-service resort hotel, and dedicated retail/dining spaces. The McKinney City Council and the McKinney Economic Development Corporation recently advanced a major financial and land agreement that forgives up to $21 million of the roughly $23 million owed for the land as specific construction milestones are successfully achieved. In return, the project is expected to create over 700 local jobs and draw approximately 300,000 to 400,000 visitors annually.
and nets that move along a 40-foot by 10-foot lane, allowing players to shoot from multiple spots without changing bays. The bays and basketball lanes will be surrounded by projectors and LED screens, creating a digitally immersive environment. The developer is initially targeting the Dallas market (no announced site yet) and is planning to roll out across the U.S. and possibly globally. Demand shouldn’t be an issue: around 28 million Americans age six and up play basketball, according to the Sports & Fitness Industry Association, and FIBA, the International Basketball Federation, reports that more than 450 million people play the game globally. Leadership hails from other competitive socializing companies including Topgolf and Drive Shack. COTALAND a useful benchmark for the broader movement toward sports- anchored entertainment districts, where the sport provides the identity but entertainment, attractions,
Latin America
Americas FEC Maturity
Number of Entertainment Centers
150+ Mexico
200+ Brazil
100+ Argentina
North America
0.9 Brazil 2.2 Argentina Early Stage: limited FEC supply – selective urban growth opportunities 1.1 Mexico Per Million Residents
Number of Entertainment Centers 5,000+ USA 500+ Canada
Per Million Residents
17.6 USA
12.2 Canada
Mature Market: growth led by new branded concepts & comp-socialising
F&B and participatory experiences broaden the audience.
Source: LDP research, Global Market Insights, Allied Market Research, Individual Attractions & Facilities Notes: “Entertainment Centres” include indoor facilities that feature bowling, arcades, VR, go-karting, adventure golf, trampolines, laser tag, esports, escape rooms, climbing, rides, children’s play (not exhaustive).
poles, cement truck, tunnels and a 48-foot climbing wall. Activities include ziplines, ropes courses, climbing, slides, underground tunnels, treehouses, obstacle areas, a laser maze and soft play for younger children. Guests explore the attraction at their own pace, choosing activities with varying levels of physical challenge. This flexibility makes the experience particularly well suited to families and groups spanning different ages, abilities and comfort levels. Future projects There are a number of proposed new attractions and destinations in various stages of development in the Texas market, ranging from new competitive socializing concepts to a wellness focused resort. JumpShot Live is a basketball-themed concept described as the “Topgolf of basketball” that combines interactive gaming bays with upscale food and beverage.. JumpShot Live is envisioned in approximately 50,000 square feet with 50 custom gaming bays with patent-pending dynamic hoops
environment. Rather than simply hitting balls in a traditional cage, participants engage in interactive games, compete against one another, and track their performance and scores. Beyond baseball gameplay, the venue is designed around the broader social experience. Guests can eat, drink, watch others compete, and socialize between games, creating an atmosphere that blends elements of a sports bar, restaurant, and interactive gaming venue. Adventure Parks Fritz’s Adventure is a large-scale indoor/outdoor adventure park at Grandscape in The Colony, north of Dallas. The more than 100,000-square-foot attraction opened in 2025, following the original location in Branson, Missouri, and focuses on active exploration and physical challenges rather than traditional rides. A defining feature is its use of real-world structures that guests would not normally be able to climb or explore, including an airplane, oil silo, telephone
COTALAND Austin Texas. Photo credit COTALAND
8 THE EXPERIENCE ECONOMIST: AMERICAS EDITION 2026 | © LDP
THE EXPERIENCE ECONOMIST: AMERICAS EDITION 2026 | © LDP 9
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