For a complete, in-depth look at Perot’s plans, visit GlobeSt.com.

DALLAS-With more than advertising revenue at stake, Ross Perot Jr. is betting on the best-of-the-breed of high-definition LED to spread the word near and far that Victory Plaza is Dallas’ place to be.

“The investment in the technology will be as much as the buildings themselves,” Jonas Woods, president of Hillwood Capital, tells GSR. The pair of four-story, mixed-use buildings flanking the street in front of American Airlines Center will sport 10 LED panels, with more pizzazz than the Coca-Cola sign in Times Square, he says, and an advanced directional sound system with invisible zones so continuous-feed messages ring loud and clear.

Victory Media Network, the name for now, will be the gatekeeper for the LED kingdom and whatever else evolves from the play. “Unlike Times Square, where the LED signs are controlled by disparate groups, this will be controlled by one group,” Woods says. “We will have the ability to create really dynamic messages and impressions…and to dominate the message to the consumer.”

The subliminal message is every tourist will remember the LED scene and be sure to spread the word to others as a must-see attraction before making a trip to the “Big D.” Not even Tokyo’s building advertisements can match what will become Victory Plaza’s beacon. “We want them to say ‘you’ve got to go to Victory to see the LED panels,’” he says. “It’s unparalleled in this country and there’s nothing else like it in the world.”

The West and East Plaza Buildings, spaced about 125 feet apart, each will have four 15-feet-high by 25-feet-wide LED panels, horizontally positioned side by side. A tower on the West Plaza Building will be topped off with a fifth panel, 30-feet high by 20-feet wide, while the East Plaza gets a 20-feet-high by 30-feet-wide board on the structure’s southeast corner. Inside the buildings will be a high-brow mix of restaurants, nightclubs, bars and even some office space.

Advertisers can rent one board, multiples or the whole shebang. Air time contracts can be one minute or several years. To sweeten the prospects, LED panels can be butted to create a 50-foot-wide streaming ad in a Hollywood-style production with a Madison Avenue avant-garde stamp.

Woods says the high-tech, hard-sell LED story board is the outgrowth of advertising sales for American Airlines Center. “We had a really good experience when we were selling the advertising at that building,” he says. “We felt this (Victory Plaza) was an opportunity to do a Times Square feel.”

American Airlines Center’s panel sponsors are Dr Pepper, UPS, Ford Motor Co. and naturally the airlines and sports teams. Woods says talks have begun for the new venue–a deal could be inked in the coming months. “It doesn’t do us a lot of good to sell that space too early,” he says. “It doesn’t need to be pre-leased…like office or retail.” He’s not saying too much about who’s doing the talking, but did acknowledge another vehicle manufacturer is interested in Victory Plaza’s primetime placement. “Every imaginable consumer product company is a prime candidate for this kind of inventory,” he says.

Want to continue reading?
Become a Free ALM Digital Reader.

Once you are an ALM digital member, you’ll receive:

  • Unlimited access to GlobeSt and other free ALM publications
  • Access to 15 years of GlobeSt archives
  • Your choice of GlobeSt digital newsletters and over 70 others from popular sister publications
  • 1 free article* every 30 days across the ALM subscription network
  • Exclusive discounts on ALM events and publications

*May exclude premium content
Already have an account?


NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Dig Deeper

 

GlobeSt Net Lease Spring 2024Event

This conference brings together the industry's most influential & knowledgeable real estate executives from the net lease sector.

Get More Information
 

GlobeSt

Join GlobeSt

Don't miss crucial news and insights you need to make informed commercial real estate decisions. Join GlobeSt.com now!

  • Free unlimited access to GlobeSt.com's trusted and independent team of experts who provide commercial real estate owners, investors, developers, brokers and finance professionals with comprehensive coverage, analysis and best practices necessary to innovate and build business.
  • Exclusive discounts on ALM and GlobeSt events.
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com.

Already have an account? Sign In Now
Join GlobeSt

Copyright © 2024 ALM Global, LLC. All Rights Reserved.