Client Name: Hillwood Development Company

Dallas, Texas


  • Special Purpose Sign District 
  • Zoning 
  • Platting 
  • Vertical Platting 
  • Abandonment 
  • Municipal Setting Designation 

    Victory Park has been the longest project in company history due to the additions and changes by the owner to enhance the property. Located north of the West End Historic District, what is now Victory Park was once the home of a simple industrial site. This three-billion-dollar, 75-acre project contains retail, residencies, hotels, office space, and the infamous American Airlines Center. The American Airlines center is now a hub for sports and entertainment and hosts the Dallas Mavericks as well as the Dallas Stars. 


    • Needed EPA approval 
    • Citywide election to subsidize the project
    • Needed approval from city and council 
    • The project was very conceptual, so we had to convince the City of Dallas to trust us with the planning since we could not provide the level of detail that is normally required. 

    Strategies Used

    • In order to win the election, Masterplan had to show voters that the City’s investment would lead to a mutual benefit.  
    • Conceptual zoning 
    • Strategy for city to finance more parking garages 


    • The development of Victory Park kept major Dallas sports teams, the Stars and the Mavericks, within the City of Dallas, rather than moving to a further location. The popular sports radio show, “The Ticket,” is also hosted in the American Airlines Center. 
    • City financial support was paid off very quickly from the success of the project. 
    • Victory Park is one of the City’s only well-defined entertainment districts. 
    • Individual plans for each project were done after the original was approved. 



    Karl A. Crawley

    Mr. Crawley currently serves as the president for Masterplan, overseeing the operations for the firm. Karl joined Masterplan in 1998 and over the past 23 years has helped hundreds of clients across Texas with their zoning and land use needs. A resident of the Dallas area for more than 40 years and a Dallas ISD alumni, Mr. Crawley is a graduate of Texas A&M University with a master’s degree in urban planning.  

    He has developed Comprehensive Plan documents for several small Texas cities, developed several hundred single-family residential lots in the Dallas-Fort Worth area, and has been involved with zoning projects from both the public and private sector sides.