Posted on 07/21/2026 2:38:35 PM PDT by DFG
Just shy of a couple of months since the Dallas Mavericks announced their intent to build a new arena and develop 104 acres where Valley View Mall once stood, the organization has now hired a familiar name as its owner’s representative: Legends Global.
Legends Global is part of Legends Hospitality, which was formed by Dallas Cowboys owner Jerry Jones and New York Yankees Enterprises nearly two decades ago. As owner’s representative (in this case, the Adelson family), Legends Global will play a significant part in constructing and running the new arena. In an announcement Tuesday morning, Legends Global says it will act as “an independent third-party representing the Mavericks from pre-design through closeout, protecting the team’s interests in budgeting, construction schedules, quality, and risk control, while also serving as a liaison to contractors and architects.” The Legends sales team will also develop a strategy for ticket sales and large-scale events.
“As we set out to redefine the premium and fan experience in Dallas and beyond, we’re excited to partner with Legends Global to help bring that vision to life,” Mavericks president Ethan Casson said in a statement. Legends Global executive vice president and Chief Revenue Officer Chad Estis said that his company will be working with the Mavericks “from the earliest planning stages” to create a “world-class sports and entertainment venue.”
Legends already has a relationship with the Mavericks, having worked with the team since 2014 to provide in-venue merchandise for fans. The company says it has a “strong lineup” of NBA experience, and will also work on new venue projects with the Athletics, the Cleveland Browns, and the Buffalo Bills.
In June, the Mavericks announced their intent to purchase 104 acres of the 110-acre Valley View site. According to paperwork submitted to the Securities and Exchange Commission, one of the three owners—Seritage Growth Properties—struck a deal for nearly $51 million for its 20 acres of that land. The other owners are Scott and Jeff Beck (Beck Ventures) and Life Time Inc. The Becks own the majority of that 110 acres. This means that the Mavericks likely entered similar agreements with Beck Ventures and Life Time. The Mavericks development will also have a neighbor: Anthem Development broke ground on Premier at Midtown earlier this year on the land owned by Beck Ventures. The six-story project with 296 apartment units and 13,500 square feet of ground-floor retail is slated to open next year.
The deal between the Mavericks and the Valley View owners is currently an option agreement. The Mavericks paid Seritage its first option payment in June, and SEC filings indicate it was to continue to pay the company monthly for a year. If the deal closes, it would likely be by January 31, 2028, or 90 days after the entitlements period expires, which is the timeframe during a real estate deal where the buyer is allowed time to get any government approvals or zoning changes complete.
The arena is likely part of a larger development plan for the Mavericks organization. CEO Rick Welts has long said that the Mavericks want to build an entertainment district that will also house the team’s headquarters. “I think what we’re envisioning is one of the biggest sports developments that’s ever taken place in 50 acres,” he said in March. “We’re talking hotels, we’re talking retail, we’re talking restaurants, we’re talking arena, new practice facility. Wherever this is built, it brings additional development in that area.” With 104 acres, the Mavs have a little more space to play with that concept. And while the deal isn’t completely done, the move to hire Legends could signal that any hope of convincing the team to wait for the Dallas City Council to study, review, and vote on whether it could offer up the property City Hall sits on to the Mavericks is coming to a close.
The team’s plans may become more public. Minority owner Mark Cuban filed a pre-lawsuit discovery petition earlier this month that claims the Mavericks—and its governor, Patrick Dumont—have boxed him out of potential opportunities at the Valley View development. He’s asking a judge to force the Adelsons to divulge more about the development.
The Dallas Mavericks lease with the American Airlines Center ends in 2031.
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No casino.
In high school in the 1970s Valley View Mall was the bees knees
I lived near there and would walk up Nuestra/Montfort and go to the Sanger Harris et al.
I lived in Frisco when it was a town of 700 people. It was the nearest mall, about 20 miles down US 289 (Preston Rd.)
My brother-in-laws family lived in Allen when it was only farms. We’d take Preston all the way up. I grew up in Preston/Forest area.
I posted this story because I was not aware of the Jerry Jones connection to the Yankees and construction of sports venues for the Mavericks, Cleveland Browns, Buffalo, and Las Vegas A’s.
You live and you learn.
Have a good one. Thats
essentially what life is
about. JMO
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