Dallas' Victory Park Struggles to Deliver a Win

Blame it on a bad economy, a bad idea or both. Ross Perot Jr.'s glitzy downtown district is in big trouble

"It was tough, and it still is tough," says Patrick Columbo of Victory Tavern. "You have to work really hard for your base revenue."

There are, however, signs of life. The W Hotel doesn't live or die off the arena and has lived past the white-hot buzz that surrounded its opening. According to the Texas Alcoholic Beverage Commission, the Ghostbar earned over $5 million in alcohol sales between November 2007 and October 2008. That's a 22 percent drop from the year before but still an impressive tally. Kenichi also draws its share of customers. The sushi restaurant had its best night ever on New Year's Eve when a gala on the plaza drew an astounding 40,000 revelers following the Stars game.

SARA KERENS
SARA KERENS

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Web extra: More photos from around Victory Park.

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A crowd of 300 also gathered to watch the inauguration of Barack Obama on the plaza's mega-screens. The diverse group instinctively gravitated to Victory Park that morning, which suddenly seemed transformed into a place for public celebration. On other occasions too, when Victory Park shows a movie or college football game on its 30-foot screens, the plaza is vibrant and relevant, like an ultra-modern town square. These types of ordinary gatherings could become one of the defining features of Victory Park—and may help turn the district around.

"That plaza, right now, has become the de facto public meeting space, whether it's to watch New Year's Eve or the inaugural, and Dallas needed that," says developer Sughrue. "It's important to the city, and Victory set out to do that."

Other establishments are hoping that Victory's new office tenants will create enough synergy to boost their business. Haynes and Boone, one of Dallas' largest law firms, recently moved its offices from downtown to One Victory Park, a handsome new building on the southwest corner of the district. Ernst & Young, the prominent accounting firm, is relocating to Victory Park. Hillwood has also added three new restaurants to the district including a reasonably priced Asian eatery and a pizza place. Meanwhile, the Dallas Museum of Nature and Science is scheduled to break ground this year.

If enough people move into Hillwood's residential properties, Victory Park's businesses can feed off each other, in much the same way a pinball ricochets off metal bars. That would help the district reach "critical mass," a phrase heard in nearly every conversation about the development's viability. The critical mass figure, though, is hard to quantify. No one knows exactly when or if the district will have enough people to become a vibrant, bustling community. It's a tricky, chicken-and-egg dynamic too: People won't come to Victory Park unless more businesses open, but more businesses won't open unless more people come. To some, this is an intractable problem, especially if Hillwood doesn't start leasing out more affordable apartments.

"Unless we design mixed-use districts for people of multiple income levels and we have the critical mass of retail and rooftops, [Victory Park's] doomed to be deserted," says Neil Emmons, a city plan commissioner.

While some developers wonder if Hillwood can turn things around, others think that the district, for all its headaches, is simply too big to fail. Eventually, it will achieve that elusive critical mass of retail, restaurants and residents.

"With each building that opens up, it's going to feel more comfortable and more dense, and it's going to start having that sense of place," Sughrue says. "It's way too early to describe Victory as anything more than a work in progress, but if you step back it's remarkable what they've done over there."

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