Meet James Price of TRUTH Nightclub in North Dallas

Today we’d like to introduce you to James Price.

James, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I started in the club business in the late 1980s/early 1990s. I was fascinated by the nightlife. The music, people, and everything it represented. I knew that where I was from, Oakcliff, we did not have a lot of upscale places that we could enjoy without the threat of violence or being overcrowded. So it became my mission to create an upscale environment that allowed Blacks and other minorities an opportunity to enjoy good music, a beautiful atmosphere, and great food. Thus, the birth of my first club,

My first club was called Savoy and it was the talk of Dallas. At that time, I was doing what no other club was doing for minorities, providing one of the most luxurious establishments in the southern sector of Dallas. Since then I have owned and/or operated more than 25 clubs and lounges. My love for the bringing DFW the best in entertainment, music, and nightlife is why I opened TRUTH Nightclub, off of Park Lane and 75, but most people know it as the original Park Ave (which was my club in the 1990s).

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Of course with any business the road is never always smooth and the nightlife business is no exception. We have faced many challenges including having the right licenses, certifications, and staff.

There have been issues with customer satisfaction, altercations, and other instances that make any nightlife establishment difficult at times. Fortunately, I have always had a superb team who allowed me to continue moving forward and be the successful nightclub owner that I am today.

We have overcome a lot in the 25 plus years of being a club owner and I wouldn’t trade it for the world because we have met some really great people, who are today’s influencers as well as the everyday person who patronizes your business wherever you go.

So yes, we have had many challenges, hundreds over the past 25 plus years but it’s still a road I love to be on.

Please tell us about TRUTH Nightclub.
TRUTH Nightclub is the premier and exclusive nightclub in the Dallas/Fort Worth areas. We cater to the upscale grown and sexy crowd who want to enjoy a night out without the unnecessary drama. We are open 4 days a week and we have three lavish buffets for our guests to enjoy.

Our Thursday nights are for our younger patrons who want to “turnup”. We start the party with them during our happy hour with a popular radio personality as our host. Then it turns up during the late-night hours. We typically tell our older patrons to steer clear of this night because it belongs to the under 30 crowd.

On Friday nights, we kick off the weekend with our after work happy hour with a lavish buffet that will make your mouth water. We tend to go above and beyond with our buffet, including having shrimp and lobster from time to time. Then on the late-night side with have the world renown DJ Freestyle Steve in the building and he definitely keeps the crowd entertained. Not only are we rocking for the more mature and grown and sexy crowd we enjoy a live broadcast on local radio stations.

Our Saturday nights are revolutionary. They are known throughout Dallas as the place to be. We have the hottest DJs in Dallas and our crowd is a great mixture of young and old, which is typically unheard of.

Sundays, we mellow it out with our Sunday Jazz Brunch with Don Diego and the Razz Band. Our guests enjoy an all you can eat buffet and their choice of bottomless mimosas. Talk about fun while eating! We have received a lot of recognition for being having a brunch at a nightclub because of our food options, which are too many to name.

On occasion, we do have late night concerts on Sunday nights. We are also available for space rental on nights when we are not open or day parties on Saturdays.

To sum it up, we are known for being the hottest and most elegant nightclub in the DFW! We are proud of our staff and customers because we provide them with an atmosphere they can be proud to be in and have a great time. We are set apart from others because we are a full-scale nightclub that is more than 13,000 square feet across the highway from Northpark Mall. Who wouldn’t want to party in an atmosphere of elegance?

Do you look back particularly fondly on any memories from childhood?
My favorite childhood memory is when my father would take us out to eat once a week when he got paid. That instilled in me the importance of family and that is exactly what TRUTH Nightclub represents to me, family. Everyone in my family is involved in operating and building TRUTH Nightclub. We are a unit and we love it.

Pricing:

• Thursday General Admission starts at $10.00
• Sunday Jazz Brunch starts at $28.00
• Friday General Admission starts at $10.00
• Saturday General Admission starts at $20.00
• Free Happy Hours on Thursday and Friday from 5pm to 8pm

Contact Info:

• Address: 9100 North Central Expressway
  Suite 300, Dallas, TX 75231
• Website: www.truthnightclubdallas.com
• Phone: 214-373-8000
• Email: truthnightclubdallas@gmail.com
• Instagram: truthnightclubdfw
• Facebook: DallasTruth
• Twitter: truthncdallas

Image Credit:
SoSo City Photography
Jeremy Zeno

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