There are signs in the mall telling you about the Tesla showroom coming. It's also posted on the Tesla Website here:
Stores Service Centers | Tesla Motors
There's no secret. In fact, they would want people to know they are opening a store. Generate buzz...
DFW Metroplex is America's Fourth largest population center/media market (over 6.5 M), behind NYC, LA and Chicago.
Yes, I understand Tesla Motors' desire to have exposure in a premium location, and they will, all in due time.
So, finally this Summer (Tesla time) some of these North Texas folks will finally have a chance to see, sit in, oogle over, fall in love with a Model S (or X) on display.
And yes, many of the visitors will even take the next step and order their own.
And then they will probably visit and become members of TMC.
And so on, and so on...
I hope I am lucky enough to receive an invite to the opening event, because it most certainly will be special.
It would be nice if it had the similar sort of participation as the Toronto store's opening, owners cars all lined up with their headlights on.