DALLAS - New owners of a Northeast Dallas apartment community want to bring a new vibe to the old project.
Built in 1969, the 282-unit Grove rental community near Easton and Garland roads near White Rock Lake was remodeled in 2015.
Buyer S2 Capital plans to spend another $5 million in upgrades.
And they are renaming the project after Dallas Cowboy rookie running back Ezekiel Elliott.
Zeke Elliott, the Dallas Cowboys’ best new hope, has been planning for a lucrative future since last summer, when his father advised him to apply for five trademarks.
Zeke covered the obvious bases, “Zeke” and “Eze” on merch. He also figured “Hero in a half shirt” and “In crop top we trust” would be no-brainers on t-shirts.
The Grove is now "The Zeke."
Actually the apartments are 26 years older than the Cowboys' rookie of the year.
But with upgraded interiors, a new pool area, fitness and community center, The Zeke is running almost 95 percent leased.
Rents in the property averaged just under $800 a month before the sale.
Along with The Zeke, S2 also just purchased River Oaks Apartments, a 188-unit property located at 711 Brentford Place in Arlington
S2 plans to spend $2.5 million upgrades to the Arlington project.
Also see D Magazine about Zek—The moral of the story is you can never have too many trademarks.