Westdale Launches 'Go Deep' Campaign to Redefine Deep Ellum

The campaign, developed alongside the Deep Ellum Foundation, spans outdoor billboards on I-75 and the Dallas North Tollway, radio spots, and social media outreach through November. By leaning into an underwater aesthetic, the ads frame the 30-block district as an 'otherworldly' escape from the city’s standard commercial offerings. Westdale CEO Joe Beard stated the project intends to highlight the neighborhood's unique, non-conforming character that has defined its identity for over a century.

Deep Ellum’s current landscape blends historic institutions like Adair’s Saloon and Terry Black’s Barbecue with emerging venues such as Queen’s Head Pub and the Musical Art Garden. The district currently supports more than 400 businesses, nearly half of which are independently owned. Eric Bradford, COO for The Bomb Factory and Queen’s Head Pub, noted that the initiative provides a necessary platform to showcase the area's daytime creative economy and artistic pedigree. This effort seeks to honor the neighborhood's roots, which stretch back to the late 1800s as a center for Black, Jewish, and Latino entrepreneurship, while cementing its status as a cornerstone of Dallas culture.