Welcoming the World: How Frisco Businesses Can Prepare for a Global Moment
aWhen people talk about the FIFA World Cup coming to North Texas, the numbers are staggering.
An estimated 100,000 visitors per day. Nearly $2 billion in economic impact. Nine matches in the region. Global attention focused on North Texas. But during the recent UP CLOSE event hosted by the Frisco Chamber of Commerce, the conversation centered on something even bigger than the numbers: how Frisco can make people feel welcome.
The event brought together business leaders, tourism experts, and cultural consultants to help local businesses prepare not just for visitors, but for meaningful global engagement.
Panelists included Josh Dill, Assistant Executive Director at Visit Frisco; Djorn Buchholz, Executive Director at the National Soccer Hall of Fame; and moderator Dan Irvin. Attendees also heard from Diana Zalaquett, Cross-Cultural Trainer at Aperian, who shared practical insights on serving international guests and navigating cultural differences.
More Than a Sporting Event
“This is not a Super Bowl,” Buchholz shared during the discussion. “This is a Super Bowl on steroids.”
The panel emphasized that this will be one of the largest sporting events in the history of the world, and one of the biggest opportunities Frisco has ever experienced. But unlike many major events, the impact of the World Cup won’t only be measured during the tournament itself.
Visit Frisco officials explained that the long-term goal is to create experiences so memorable that visitors return years later, recommend Frisco to others, and even consider future business investment opportunities in the community.
As Dill explained, this is about more than hotel occupancy and sales tax during the event. It’s about creating a lasting impression that benefits Frisco for years to come.
The Biggest Takeaway for Businesses? Be Authentically Frisco.
One of the most practical discussions of the morning focused on what businesses should — and shouldn’t , do to prepare.
The panel encouraged businesses not to overcomplicate their approach or attempt to fully recreate another culture’s experience. Instead, visitors are looking for something authentic.
“They want a Texas experience,” Dill shared.
Simple steps can make a significant difference:
- Make your business easy to navigate for first-time visitors
- Prioritize customer service and patience
- Add subtle soccer-themed touches or welcoming signage
- Acknowledge the global moment happening in Frisco
- Train staff to expect language and cultural differences
Buchholz encouraged business owners to “walk out the front door, wipe the slate clean, turn around, and walk back in like it’s the first time you’ve ever seen your business.”
For many businesses, preparation may be less about major investments and more about thoughtful hospitality.
Understanding Cultural Differences Matters
One of the most impactful portions of the event came from Diana Zalaquett of Aperian Global, who shared real-world examples of how cultural misunderstandings can shape customer experiences.
Her presentation explored how communication styles, hierarchy, relationship-building, and customer expectations vary across cultures. She introduced attendees to GlobeSmart, a platform designed to help individuals and businesses better understand intercultural communication and collaboration.
As part of the Chamber’s effort to help businesses prepare, attendees were invited to explore the GlobeSmart platform and begin thinking intentionally about how they interact with international visitors.
One of her most memorable takeaways:
“You don’t need to become an expert in six different cultures. You need to become an expert in genuine curiosity.”
A Community-Wide Opportunity
The Frisco Chamber hosted this conversation because preparing for a moment like this takes the entire community. From restaurants and retailers to hotels, attractions, service providers, and small businesses, everyone has a role to play in shaping the visitor experience.
Events like UP CLOSE are part of the Chamber’s ongoing commitment to convening leaders, sharing timely information, and helping businesses prepare for the opportunities shaping Frisco’s future.
As Frisco prepares to welcome the world, the goal is simple:
Make every visitor leave thinking Frisco was the best part of their trip.
Want to stay connected and learn more about what’s happening in Frisco? Be sure to check out the Frisco Fanatics program for behind-the-scenes access, community tours, and opportunities to engage with the people and projects shaping the city’s future.
GlobeSmart Platform
Aperian has generously provided a link to three months of free access to its GlobeSmart platform, where you can learn about the cultural nuances of international visitors. Access the platform here.
Slide Deck and Video
If you need a refresher or weren’t able to attend, you can find the presentation here and the video of the event will be posted here soon.
Thank You to Our Sponsors
One fun fact: At the UP CLOSE event, our attendees got to be amongst the first to see a GoZone vehicle, which took its very first ride on May 5, 2026. Read more here.
