Dynamic Real Estate®

The Idea and the Opportunity

In the early 2000s, Randy Byrd was working on The Fashion Show retail development on the strip in Las Vegas, Nevada with The Rouse Company. The Fashion Show was a massive retail development that included upscale retail tenants and focused on creating an authentic shopping experience away from the hotel and casinos. The Fashion Show used a combination of built-in event spaces, programming, and largescale digital displays in a variety of ways to evolve it from a place people went to shop, to a place people went to have an experience. The displays, lighting, stage and runway were programmed to provide a mixture of paid media and onsite content that added to the experience for guests and introduced a new stream of revenue for the center’s ownership.

Randy saw the potential for this type of development. He also saw the disparate group of people who were involved in the development: architects, technology experts, project managers, artists, and ad sales companies. And it wasn’t clear who would make sure this series of high-end displays would be maintained and programmed.

Randy envisioned how he could take the idea of an experiential digital display platform and apply it to other projects. And not just retail projects. It would work for Sports and Entertainment, Mixed Use, Transit, Office, and Digital Out of Home (DOOH). And he could bring all the contributors under one roof and create a turnkey service that improved the guest experience in public spaces and maximize ROI. This was the beginning of Dynamic Real Estate® and Sensory Interactive.

Starting with the original Dynamic Real Estate® platform at Victory Park in Dallas, Texas more than 15 years ago, Sensory Interactive has provided valuation, design, acquisition and project management, monetization, and operational services across the US and around the globe, for projects delivering over $6 billion in capitalized value for our clients.