An Authentic and Energetic Downtown Neighborhood
In 2013, the new majority owner of Victory Park, Estein & Associates USA Ltd., engaged Sunwest Communications to develop and execute a multi-year plan to change the perception of the development from a nighttime only sports and entertainment destination to an authentic and energetic downtown neighborhood.
Sunwest and Estein immediately began working with the City of Dallas on TIF funding, charrette sessions, parking issues, signage, and land challenges. A plan was developed for tenants to co-market and support each other’s events, promotions and news stories to begin changing the perception of no activity at Victory Park. As this was taking place, Sunwest started dropping stories in the media about the visual project changes, new retailers and restaurants, and the increase in residential living. A strong message of “change is coming” was pushed into the market via traditional media and social media. A new website was launched, and new marketing materials produced to reflect the positive changes going forward.
The public perception and media coverage has changed dramatically over the last five years. The message is clear: Victory Park has come back to life and is going strong. Victory Park features more than 220,000 square feet of retail, restaurant and entertainment space, Class A office space, W Dallas-Victory Hotel, 3,300 residential units, the American Airlines Center (home to the Dallas Mavericks and Dallas Stars) and the Perot Museum of Nature & Science. Cinépolis Luxury Cinemas will be the newest entertainment destination. Victory Park is also home to 10 new concepts from some of Dallas’ top local food and beverage operators.