An “amenity war” of sorts has been heating up in the ever competitive apartment-rental world. For high-end properties rooftop decks, fitness centers, pools and car-charging stations seem to rank the highest. But one that is moving quickly up the list is one that has to do with a man’s best friend…dogs. “Yappy Hours”, anyone?

Prominent Dallas apartment owner, Steve Bardack saw a business opportunity in the 69 million households that own a dog. Bardack is starting a company that caters to dog owners called Fidus Pet Concierge Communities.

At his communities, Bardack is introducing features like doggie doors in units, a private yard for every ground-floor apartment, in-unit cameras to monitor pups, text alerts to residents when Fido is barking and an intercom that allows renters to communicate with a distressed animal.

“We encourage people to hang out, and we have a whole bunch of programs, like’yappy’ hours, movie nights, morning dog walks and training classes,” Bardack said.