Press Releases

Mesero and Orangetheory Fitness Added to Victory Park

Popular fitness franchise Orangetheory Fitness also added to tenant line-up

DALLAS (April 26, 2017) – Victory Park’s rebirth continues: Two of the biggest names in dining and fitness have signed on at Victory Park, adding to the growing list of new tenants opening at the mixed-use district.

Mesero, the latest concept from local Mexican food empresario Mico Rodriguez, will open a flagship location at Victory Park, joining Victory’s curated collection of best-in-class local food and beverage operators. The local favorite will begin serving its re-imagined Tex-Mex and Mexican dishes, as well as American classics, in early 2018.

In addition, wildly popular fitness franchise Orangetheory® Fitness will join Victory Park. Named one of the 60 fastest growing companies by Inc. Magazine in 2016, Orangetheory Fitness will bring its scientifically backed group personal training workout to Victory when the studio opens this fall.

Both Mesero and Orangetheory Fitness will be located in the new mixed-used building under construction at Victory Park Lane and High Market Street. The building, which is nearing completion, will also be home to two other 2017 openings: Cinépolis Luxury Cinemas – Victory Park and The 23, a new 285-unit mixed-use apartment community by LMC, as well as 20,000 square feet of new retail space.

“We are at an exciting point in Victory Park’s redevelopment in which the tenant mix is taking shape, giving a more concrete glimpse into our new vision for the district,” said Lance Fair, COO of Estein USA and Vice President of Victory Park. “The experience that we are cultivating at Victory Park is second to none. Everything we are doing – the tenant line-up, local food and beverage talent, the public art program, down to the smallest detail – is designed to contribute to a refreshing, authentic vibe that will make Victory a vibrant destination for visitors to rediscover.”

“We are excited to bring our brand to Victory Park and contribute to the local flavor. Mesero is sure to be a neighborhood favorite,” said Mico Rodriguez, Mesero Restaurants.

Mesero and Orangetheory Fitness are just two of the openings on the horizon at Victory Park. Over the next 12 months, the Victory bar and restaurant scene will see explosive growth as the property welcomes six additional new concepts from some of Dallas’ top local food and beverage operators, including: a restaurant and bar by This & That Concepts (the team behind High Fives, So & So’s and The Standard Pour); a bar and tavern by Brooke Humphries (Barcadia, Beauty Bar, Mudsmith, It’ll Do Club, and Pints & Quarts); a 24,000-square-foot restaurant and entertainment concept in Victory Plaza by Humphries and Elias Pope’s 8020 Hospitality (HG Sply Co.); and three unique concepts by entrepreneur Tristan Simon’s new venture, Rebees, including a modern Texas saloon, a retail emporium showcasing local artists and makers, and a creative workspace with a seasonally-minded, day-focused café.

“Adding some of the best known local food and beverage innovators and their diverse concepts to the new Victory, in addition to the new cinema and the restaurants already in place, will create the premier walkable street retail, restaurant and entertainment district in urban Dallas,” said Terry Montesi, CEO, Trademark Property Co.

Adding to the list of new happenings is the recent unveiling of the first work in Victory’s public art program: an eight-foot hand in the “V-sign” gesture. The steel sculpture by California-based artist Nathan Mabry, titled Heavy Handed (Symbol), is the first in a series of Instagram-worthy public art installations planned for Victory.

Next up, a large sculpture by Las Vegas artist Tim Bavington is set to be installed in summer 2017 near the W Dallas – Victory Hotel, followed by additional works by local and national artists to be announced in the coming months.

The activity at Victory Park is the result of a district redevelopment led by owner Estein USA and retail partner Trademark Property Co. As part of these transformation efforts, Victory is undergoing a full remerchandising, adding 85,000 square feet of new retail space, and making key district enhancements to evolve Victory Park into a more authentic, walkable and soulful urban neighborhood.

Other redevelopment initiatives to date have included reworked streetscapes, sidewalks and storefronts, district identity markers, wayfinding elements, public space amenities, two-way traffic conversion on Houston Street and Victory Avenue, and a dedicated bike lane extending the Katy Trail. Additional parking and valet options, as well as lighting and technology upgrades, will also roll out in 2017.

About Victory Park

Victory Park is a 75-acre mixed-use development in downtown Dallas surrounding the American Airlines Center, home of the Dallas Mavericks and Dallas Stars. Victory Park features more than 220,000 square feet of retail, restaurant and entertainment space; 621,000 square feet of Class-A office space; the 252-room W Dallas – Victory Hotel; more than 3,300 residential units; and the Perot Museum of Nature & Science. Victory Station provides access to DART Light Rail and the Trinity Railway Express. The popular 3.5-mile jogging and bicycle path, The Katy Trail, is also directly accessible. Victory Park is a property of UST XVI Victory Park, a German real estate investment fund managed by affiliates of Estein USA based in Orlando, Florida. UST XVI became an equity owner of Victory Park in 2005 and the sole owner of the majority of the Victory Park buildings in 2009. For more information about Victory Park visit or follow Victory Park on Twitter @VPDallas, and Instagram @DallasVictoryPark.


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