‘The Zeke’ game changer in Dallas apartment buy

​​​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.​