Christal Howard, President & CEO, Frisco Chamber of Commerce

In an interview with Invest:, Christal Howard, president and CEO of the Frisco Chamber of Commerce, discussed how the chamber is leveraging major events, like the FIFA World Cup, for local business growth. She also talked about implementing data-driven projects to support businesses, and why collaboration across business sizes helps sustain Frisco’s growth.

After almost two years in your position, what have been the significant achievements for the chamber and where is your focus for the future?

We are in an interesting place as a chamber and a community. Frisco has a strong, vibrant small-business community that has attracted larger businesses over the last decade. There are many exciting announcements and developments underway. As a chamber, we have an opportunity to support both startups and small businesses, as well as meet the needs of larger corporations.

We aim to bridge these entities, fostering a collaborative environment where they can help each other thrive. Our motto, “Rising tides lift all boats,” holds true here. Over the past two years, we have focused on listening to the needs of businesses of all shapes and sizes, ensuring they have our support and are empowered to collaborate. This approach helps to keep Frisco a strong, thriving community.

How has the chamber contributed to economic development in the North Texas area over the last 12 months? 

Winners want to be around other winners. In terms of economic development, our role is to support businesses that have chosen to establish or relocate to Frisco, helping them thrive and maximize their investment. We aim for these to be long-term investments in the community.

Specific examples include working with headquarters that have relocated from communities that no longer suit their needs. When these companies bring their employees and families to Frisco, we want to ensure they are supported and can integrate into the community, both professionally and personally. We have implemented programs to help these newcomers connect with each other and with the many opportunities Frisco offers.

When you speak to your members and local businesses, what is it they are asking you to provide more of, or what is it that these businesses are looking for right now?

A key request we have received is for professional development opportunities. Many employees missed out on structured internships, mentorships, and in-office time during the pandemic, which created a gap in professional growth. Businesses are now keen to invest in this up-and-coming talent.

We are emphasizing professional development at all levels, from young professionals to the C-suite, to ensure that members are supported and connected in their growth. These opportunities are designed to foster skills that will help our local workforce grow alongside the companies they support.

How is the chamber working to ensure that the local talent pool meets the needs of these growing businesses?

We have several partnerships focused on workforce and skills development, with a recent emphasis on tapping into our local talent pool. Frisco has a highly educated population, which is a fantastic resource for companies. Keeping this talent close to home benefits everyone.

We have been collaborating with higher education institutions and local corporations to identify skill gaps and bridge those gaps. Essentially, we are conducting a bit of matchmaking between job opportunities and local talent, aligning Frisco’s workforce with the specific needs of employers.

What strategies are you implementing to attract new members, and how do you plan to demonstrate value to both new and existing members?

Frisco is unique as we are in a high-growth area for new businesses and relocations. Our approach is to meet these businesses where they are, listen to their needs, and offer dynamic solutions that make joining the chamber a natural choice. We focus on serving our current members exceptionally well, which, in turn, attracts new members.

Our priority is engagement so that we can ensure we support current members effectively. We recognize that the needs today are different from five or 10 years ago, and they will continue evolving. That is why we have ongoing conversations with members to ensure we meet both current and future needs.

For example, in the past, we saw significant growth in large businesses moving to Frisco, and they have distinct needs compared to small businesses. Small businesses remain the heartbeat of Frisco, but we cannot rely on a one-size-fits-all approach anymore. For instance, a Fortune 500 company relocating to Frisco brings a diverse workforce with different needs. When a company joins the chamber, all employees are part of that membership, yet they use it in unique ways. A young professional may be highly engaged with our Young Professionals group, helping them network, find housing, and build a social circle. At the executive level, leaders may need to connect with local colleagues to discuss strategies and navigate challenges together.

Another focus is connecting newcomers with Frisco’s nonprofits. Corporate giving, whether in the form of talent or time, can align with nonprofit needs, enriching both the companies and the local community. 

Lastly, supporting innovation is a priority. We are collaborating closely with the Economic Development Corporation to provide resources that make Frisco a great place to launch new ventures. Our goal is to ensure startups have what they need to thrive here, whether that is mentorship, networking opportunities, or financial resources.

What initiatives is the chamber undertaking to maximize the economic benefits of the FIFA World Cup in 2026, especially for local businesses to drive growth?

It is not just the FIFA World Cup; there is also the KPMG Women’s PGA Championship Golf Tournament in 2025, the 2027 PGA Championship, and the Dallas Open has recently relocated to Frisco. These events offer Frisco the chance to be on both the national and international stages, creating numerous opportunities for our businesses to engage with new customers, attract new workforce recruits, and expand in other ways.

As a chamber, we work proactively to ensure our businesses are well-prepared for these events. Depending on the type of business, there are different ways to leverage these opportunities. We want to connect them with resources well in advance, helping them maximize their potential during these events. The FIFA World Cup, in particular, is going to be monumental — not only for Frisco but for the whole region. Whether businesses are engaging with teams visiting the area or offering sponsorships tied to the matches, there are multiple avenues to participate, and we are excited about the impact this will have on our community. It is going to be a busy and exciting few years ahead.

What are your top priorities for the chamber in the next two to three years to continue fostering economic and business development?

We are in the final stages of our current strategic plan, which will conclude within the next year. Much of our focus in the upcoming year will be on evaluating the progress we have made and assessing where we need to direct our efforts in the future to meet the needs of our members and the business community at large.

A significant part of our current strategy has revolved around supporting small businesses and fostering collaboration between small businesses, large businesses, and nonprofit organizations. We have already made substantial progress in this area, and now that the Frisco Chamber Foundation is in place, we have some ambitious plans to expand on these initiatives over the next three years. By strengthening these relationships, we believe we can drive economic growth and innovation across all sectors in Frisco.