Valley View to Victory View: 10 Reasons Why the Mavs Should Headquarter in North Dallas

The promised land at the intersection of Preston Road and LBJ is some of the most valuable dirt in the country. It is also some of the most hated.

Residents of this Council District 11 in North Dallas are more than just weary, they are sick of watching the dilapidated former Valley View Shopping Center rot away down the street from their beautiful homes.

And they’ve been watching for more than a decade.

Before the mall was completely torn down in 2021, parents had to explain defecating vagrants to children as they passed by on the way to school. At least two fires were set by the homeless trying to stay warm, one in which a Dallas firefighter was injured.

But Valley View, re-branded as Midtown in 2010, is 110 acres of pure gold for Dallas.

For years, there has been talk of development. About a year ago, I wrote of the three owners who united to sell the Valley View property — the Becks, Seritage, and health-club operator Life Time Inc. Last December, Scott Beck was clearly teary-eyed when he announced a new partnership capitalized by dynasty Japanese companies: Prime Life Technologies Corporation.

Now the Mavericks are said to be eyeing this juicy dirt for their new, well, Victory Park.
Dallas, take the WIN of keeping the Mavs! It may not be downtown that some seem intent on, but this land is ready to start building and perhaps was just waiting for its destiny to become the home turf of the Dallas Mavericks! 

BRING IT! Here are my 10 reasons why bringing the Dallas Mavericks to Valley View is a good idea:

1. There’s plenty of parking and maybe, someday, mass transit. 

And, unlike downtown, parking doesn’t compete with office workers, residents, or other venues. The site could also accommodate dedicated ride-share zones, bus loops, and eventual DART expansion without gridlock. Plus, the potential for modern arena infrastructure — without the urban constraints that plague downtown sites.

2. The intersection is convenient, easy to find, and 20 minutes from DFW.

Not sure, but you could might even have a helipad: no better place for VIP access. And I’d argue the location is more intuitive — fans don’t have to “navigate downtown.”

3. Development is underway at Valley View/Midtown, finally.

And there will be way more expedited with the Mavs as the anchor. Think hotels, apartments, restaurants, retail, and office — think Arlington around Cowboys Stadium. An arena anchor derisks private investment, unlocking financing for hotels, retail, and office space.

4. The tollway is also close by.

That means traffic from the crazy-growing northern burbs and exurbs will pour in — Frisco, Little Elm, Anna, even Sherman. This reduces pressure on east-west arteries and neighborhood streets.

5. You could build a DISD school with a focus on basketball training, like a sports magnet school.

Here, school and camps could SHARE practice space with the Mavs, much like Frisco shares practice space with the Cowboys at The Star. Or how Frisco shares golf facilities with the PGA. Talk about tying the Mavs brand directly to youth development, not just entertainment.

6. The economic potential for the city would be massive.

And the windfall would be as much or more than downtown Dallas, Scott Beck has said many times. Unlike downtown, there’s less displacement and fewer competing priorities. Sales tax, hotel occupancy tax, and property value growth would be concentrated and measurable. The city benefits from net-new revenue, not reshuffling existing dollars. But more importantly to Dallas, Valley View captures value that would otherwise spill into neighboring cities.

7. Because of the tie to Red Bird Mall, it would help development in south Dallas, too.

A successful north anchor gives political and financial cover to invest south as well.

8. Brand exposure: thousands of cars drive on LBJ per day and will see that Mavs logo. 

LBJ is one of the most heavily trafficked corridors in Dallas. Night lighting, signage, and event-day visibility would amplify brand recognition and reinforce Dallas as a major-league city to anyone passing through.

9. Nothing needs to be torn down, moved, acquired, or negotiated — just the actual property itself. 

No eminent domain fights, no historic preservation battles (like City Hall), no utility relocations that will slow down the timeline.

10. Not only would this SAVE City Hall, but it would fund the needed repairs. 

Valley View generates self-sustaining revenue streams tied to growth. This is an investment that strengthens the city’s balance sheet instead of draining it. Let’s DO IT!