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Victory Park to Welcome Three New Food and Beverage Concepts by Top Local Operators

This & That Concepts, 8020 Hospitality and Brooke Humphries all to open concepts in 2017

DALLAS (March 9, 2017) – The Victory Park bar and restaurant scene is about to experience a dramatic change with the announcement that three of Dallas’ top food and beverage operators all will open concepts at the mixed-used district later this year:

  • This & That Concepts will open a 4,232-square-foot restaurant and bar, plus a 2,600-square-foot, second-floor covered patio overlooking Victory Plaza and Victory Park Lane, at the northwest corner of Victory Park Lane across from the W Dallas – Victory Hotel. This & That Concepts is the team behind local favorites, High Fives, So & So’s and The Standard Pour.
  • 8020 Hospitality and Brooke Humphries will open a 24,022-square-foot restaurant and entertainment concept occupying the entire ground floor of the west Victory Plaza building, in the space formerly occupied by Nove and N9NE. Led by Elias Pope, 8020 Hospitality’s other DFW-area concepts include HG Sply Co. and Standard Service.
  • Brooke Humphries also will open a 2,466-square-foot bar and tavern with a 1,179-square-foot covered patio in an out-of-the-box location inside the parking garage on Victory Avenue, across from the Arpeggio apartments. Humphries is the mind behind several local successes, including Barcadia, Beauty Bar, Mudsmith, It’ll Do Club, and Pints & Quarts.

The new concepts are part of a district redevelopment led by owner Estein USA and retail partner Trademark Property Co. focused on evolving Victory Park into a more authentic, walkable and soulful urban neighborhood. As part of the transformation efforts, Victory is undergoing a full remerchandising to include Cinépolis Luxury Cinemas – Victory Park, a collection of best-in-class local food and beverage operators, and select local and national retailers.

“The investments we’ve made to revitalize Victory Park are attracting some of the finest food and beverage entrepreneurs in the business,” said Lance Fair, COO of Estein USA and Vice President of Victory Park. “Their commitment to Victory Park and their shared vision for its potential speaks volumes to what’s in store for the district. We look forward to translating this momentum into additional opportunities as we work to create Dallas’ top walkable street retail and entertainment district.”

Victory Park is also anticipating the late 2017 openings of three unique concepts by Dallas 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.

“Brooke Humphries, 8020 Hospitality, and This & That Concepts are each bringing a compelling and original vision to Victory,” said Simon. “It’s thrilling to see some of the most respected independent owner-operators in town join Rebees in the district. Each of their concepts will bring a unique culture to a vibrant, dense, and energizing new neighborhood.”

Current redevelopment efforts have paved the way for a walkable three-block, two-sided retail district on Victory Park Lane. Most recently, the unfinished parking garage across from the W Dallas – Victory Hotel was completed, adding 22,000 square feet of ground floor retail space. In addition, construction is underway on the mixed-use building at Victory Park Lane and High Market Street, which will include the eight-screen, 750-seat Cinépolis Luxury Cinemas – Victory Park movie theatre, 20,000 square feet of new ground floor retail, and 285 apartments, all of which are slated to open late this year.

“Since getting involved with Victory Park, our vision was to change what needed changing, finish what was unfinished, and merchandise and brand the district in an authentic manner, consistent with great walkable streets and districts. These concepts and operators will certainly do that,” said Terry Montesi, CEO, Trademark Property Co. “In a few short months, visitors to Victory Park won’t recognize how it looks or the experience they have when they come to Victory.”

Completed district improvements include reworked streetscapes, sidewalks and storefronts, district identity markers, wayfinding elements, public space amenities, two-way traffic on Houston Street and Victory Avenue, and a dedicated bike lane extending the Katy Trail. Additional parking and valet options will also roll out in early 2017. Other enhancements, including a new public art program, lighting and technology upgrades, will be installed in the coming months.

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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