Dallas’ Victory Park Urban Development Gets Digital Upgrade


In 2007, Victory Park was one of the first urban mixed-use developments to deploy LED screens for revenue generation, self-promotion and fan engagement. Ten years later, with the original displays nearing the end of their lifecycle, Victory Park’s owners returned to Sensory Interactive for an update that would reflect the many changes that had occurred both in the industry and for the project itself over the past decade.

Nominating Company: Sensory Interactive, Baltimore, Maryland
Venue: Victory Park, Orlando, Florida
Project: Victory Park
Category: Venues & Public Spaces

Victory Park is home to the NBA’s Dallas Mavericks and NHL’s Dallas Stars, along with thousands of apartment units, retail space, office buildings, a W Hotel and the Perot Museum of Nature and Science. The objective of this project was to upgrade and expand the original digital signage program created by the Sensory Interactive team in 2007. While the original system focused almost exclusively on the plaza in front of American Airlines Arena, Sensory Interactive’s masterplan for the new promotional platform expanded the system’s geographic reach to reflect Victory Park’s growing footprint. This includes adding digital components to existing kiosks on Victory Park Lane and also deploying large-format static displays at high-visibility locations throughout the project, including along its frontage with the nearby Stemmons Freeway. The promotional platform’s long-term masterplan allows for the future conversion of some of these static signage elements to digital displays.

The project’s key challenges included identifying the technologies that would deliver the highest ROI when used to replace the aging displays in the plaza, finding opportunities to expand the system’s footprint under existing entitlements, and working with the city to obtain any additional approvals. The owner’s desire to have the option of deploying additional LED screens in the future also created the need for a thorough and forward-looking planning process that anticipated future needs and potential technological advancements. During the fabrication and installation process, the team needed to contend with the presence of an on-site television studio, residential tenants and a busy NBA schedule.

Sensory Interactive began by performing a comprehensive evaluation of the opportunities for brand-building and revenue generation at the project. This included looking at the project architecture and site conditions to make sure the system maximized potential views from around the project, analyzing the ROI potential of various revenue models, considering opportunities to deploy new and emerging technologies, and evaluating the needs of tenants and Victory Park’s resident sports franchises. Based on this evaluation, the Sensory Interactive team created a detailed program for upgrading and enhancing Victory Park’s existing digital media components, with an emphasis on maximizing revenue for the owner, while also accommodating tenant display requirements and creating a dramatic game-day experience for Mavericks and Stars fans. Sensory Interactive’s role in defining and implementing the monetization strategy for the displays even extended to representing the owner in the selection of a media sales organization to help execute this strategy.


Victory Park’s new promotional platform is now live, and Sensory Interactive remains involved in the project. The operational services team is providing technical support for the system’s hardware and software, and the creative services team continues its work with selected media sales agency Big Outdoor. The Sensory Interactive team will also work with owner Estein & Associates to regularly evaluate the potential benefits of implementing future phases of the promotional platform’s long-term masterplan.

Daktronics (LED Display)
Big Outdoor
Estein & Associates

1 Comment

  1. A suggestion for the Victory Park’s owner is to have the maintenance check and update of the digital signs at some regular interval of 2-3 years, so as to maintain its primary reason for installation.

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