Fifteen years before NorthPark’s corridors filled with luxury brands and Neiman Marcus branched out from Downtown, The Plaza at Preston Center was where Dallas came to shop — and to be seen. Now, 75 years later, the storied retail destination is celebrating a milestone anniversary with a $5 million makeover designed to blend timeless charm with modern appeal.
The upgrades, set to roll out in phases through 2025, represent the largest renovation since the center’s office tower and underground garage were added over a decade ago.
“This project is a celebration of who we are and a recommitment to staying relevant for the next 75 years,” says Mike Geisler, founding principal/managing partner of Venture Commercial Real Estate, which manages the property. “What we’re doing is not a tear-down or a reinvention — it’s a thoughtful enhancement to an already successful place.”
Geisler has been working with The Plaza for over four decades.
“I live three blocks from here,” he says. “My kids went to school around the corner. This place matters deeply to me, not just as a real estate professional but as a neighbor.”
The facade of the property has not been updated since the ’80s, he says. The architecture has stood the test of time, but it’s “a little outdated.”
A sophisticated palette of creams, whites and grays will supplant the tired reds, yellows and beiges, ensuring each tenant’s storefront not only stands out but also harmonizes with the modernized aesthetic.
“The goal is to elevate the visual experience without losing the warmth and approachability people love about The Plaza,” Geisler says. “We’re enhancing what already works.”
On top of painting, embellishments and roof caps will be replaced with cleaner looks and brick pavers on all sidewalks, and trellises will have to be replaced to match. The changes will come in phases, Venture notes, to avoid disrupting the customer experience.
“This isn’t just a place to shop or grab a meal,” says Amanda Throckmorton Welles, a partner at Venture. “It’s where people run into their neighbors, where they’ve been coming for generations. We take that legacy seriously.”
Tenants are carefully chosen. From iconic eateries and fine jewelers to locally owned boutiques and national trendsetters, Venture aims to meet a wide range of tastes while offering experiences that can’t be replicated online.
“We’re not just leasing space,” Geisler says. “We’re building a lifestyle destination. We look for tenants that have a story, a following and a real fit with the neighborhood.”
And the shops all work together to create the neighborhood feel.
Over five years ago, after visiting Tootsies and a few other shops in the Plaza, Trova owner Michelle Bonds’ mother-in-law wanted a glass of wine. Il Bracco wasn’t open yet, and True Food was under construction.
“I thought, man, this shopping center needs a wine bar. And so whenever the time came, I looked here because the traffic’s already there,” she says. “The stars just aligned for here.”
Muchaco or il Bracco sends hungry customers to Trova when the wait is too long or they’re overcapacity. Within the year, there’s a slew of regulars who drop by, and the Trova staff already has their order.
Even Muchaco had to go through Venture’s selection process. When Taco Diner left the Plaza, Muchaco owner Omar Flores and his business partners pitched the concept and provided tastings to win over the team. Six years later, the restaurant is a staple.
Exterior changes aren’t the only shift in the area. New tenants of all kinds are coming in, maintaining the nearly 100% occupancy that the shopping center has enjoyed for decades.
“It’s about creating a space that people feel good being in,” Geisler says. “From the walkability to the landscaping to the storefronts, everything is being done with that goal in mind.”
Soon, The Plaza will be home to Trina Turk, a contemporary fashion boutique with three locations in California and one in Atlanta. Travis Street Hospitality’s Frenchie, boutique Y-OHR and Viva Day Spa are also on the opening agenda for the year.
“The retail world has changed dramatically in the last two decades and even more so in the last five years,” he says. “But places like The Plaza have stayed strong because we evolve with intention.”
“We’re honoring our past by investing in our future. And we’re doing it in a way that reflects who we are — a community-first, locally grounded, and experience-driven destination.”
