There is a stigma about the state of Texas that echoes throughout the rest of the country. The “Lone Star” state has really taken that name to heart as it oozes with its unique cultures and unwavering sense of pride. They love where they’re from and want you to know that. Their love for their home state goes deeper than a novelty t-shirt or bumper sticker, they appreciate the history of Texas and go to extreme lengths to preserve every major event that happens within state lines. This time around, a dedicated team of artistic Texans are looking to cement a moment of Texas history in the history books of music.
The Longhorn Ballroom is as Texas as barbeque and cowboy hats. The historic venue has been the cornerstone to the live music scene of Dallas and has provided the state with countless unforgettable concert moments. Originally opened back in 1950, 2023 promises to see the venue revived and better than ever. With an impressive lineup of acts already set to perform for the opening weeks, Longhorn Ballroom is already on track to carry the heavy load of the venue’s history.
With opening day just around the corner, Glide had the pleasure of speaking with Diana Cox, the director of operations over at Kessler Presents, the team behind the Longhorn Ballroom reopening. We discussed Cox’s personal history with the venue, what people can expect from the grand opening, and much more. Check out the full conversation below:
The Longhorn Ballroom kicks things off March 30th with Asleep at the Wheel, how did you decide to go with them and what has that band meant to you in the past and present?
The reopening had to feature a show that honored the past, but also looked to the future, and the current Asleep at the Wheel tour is a true representation of that. As a band playing Western Swing for decades, we thought it was the perfect nod to the history of the venue, which was originally built for the King of Western Swing, Bob Wills. Obviously, Ray Benson and his band have a rightfully respected legacy–plus they’ve played the Ballroom before, and we have a relationship with them through Kessler Presents. They’re bringing along Brennen Leigh and Joshua Hedley–both of which are great artists on their own as well–really creating a generational crossover.
The history of the Longhorn Ballroom is vast and has hosted a range of artists that include Sex Pistols all the way to Merle Haggard. What are some of the stories you most hear about the venue and what are three of the most iconic performances there?
As a music fan, Texan, and self-proclaimed “punk rock kid” who listens to a lot of Americana these days, it’s easy to guess that there are a lot of stand-out shows that I wish I could have attended.
While it seems like the easiest answer, I think the contrast of artists on the 1978 marquee is just so amazing: Sex Pistols and Merle Haggard. I would have happily gone to both shows! But I think it also illustrates the range of the legacy and independent spirit of the venue.
I did attend one show there: the Old 97s played New Year’s Eve (12/31/07).
The Rolling Stones once scheduled a Texas show on a Tuesday night so Mick Jagger could get to town early to see blues singer Bobby “Blue” Bland perform.
There are so many cool stories. From Bob Wills riding his horse Punkin inside the Ballroom, to Loretta Lynn’s televised performance, to Aerosmith’s music video shoot and countless legacy artists’ performing, you can still feel the history and ambiance, a gravity, a vibe, that carries through today.
When did the Longhorn close exactly and what prompted its closing? When the venue was closed were there ever talks of demolition or was it always a hope the venue would reopen?
The Ballroom has had several different owners since its opening in 1950, the most successful being Dewey Groom who ran it for over 25 years. Before the Kessler Presents Team got involved, it was bought in 2017, closing its doors in 2019 and remaining closed during the pandemic. It was once identified as one of the city’s most threatened historic properties by Preservation Dallas. Located on the edge of The Cedars, which is a neighborhood adjacent to downtown Dallas and being revitalized, the Ballroom was certainly at risk for being torn down.
What years were the heydey of the Longhorn exactly and are there any good Youtube videos out there of any performances you can recommend?
It would be difficult to determine a timeframe as the “heyday”–as each decade of its existence has showcased iconic artists–particularly from the 1950s through the 1990s.
Some performance videos do exist. The Country Gold TV show was shot there where Loretta Lynn was honored as Musician of the Decade and sang “Coal Miner’s Daughter.” There is amateur footage of the Red Hot Chili Peppers performance in the 1980s. The forty-minute Sex Pistols show is available in its entirety on Youtube. We also captured some of our recent renovations and have a few videos up as well.
How much of the old building is still intact and can you tell us about the street sign out front if that is the original one?
Both the Ballroom building and the additional structure, originally built as a hotel for visiting artists, were in pretty good shape when we purchased it. They both needed improvements but preserving as much of the original buildings was a priority. Anything we had to replace we tried to repurpose, and the lobby is basically the same as it was in 1950. The iconic marquee was added by Dewey Groom in the 60’s and we worked with local sign specialists to restore it to its glory.
With acts like Sex Pistols and B.B. King performing at the venue in the past, are there any sort of cool artifacts you guys have laying around from the early days of Longhorn Ballroom? Can you talk about the museum-style display cases?
We are really proud of our growing memorabilia collection and look forward to sharing it. Working with a specialized curator out of Nashville, we have a series of cases that will highlight the various artists and genres that graced the stage. We have pieces from the early traditional country shows as well as outlaw and alt-country through the blues, punk, and rock eras. The items range from instruments to wardrobe pieces, and more.
Bob Gruen traveled with the Sex Pistols on their U.S. tour and shot iconic images that we purchased and will hang in the venue. Jack Ruby’s safe, and the original wooden chairs from the 1950s are still on-site. The collection enhances the historical component of the venue and helps bring those stories to life.
What artists have played a role in helping to get this project off the ground and contributing to its rebirth not just from the performance aspect but from a more creative-minded way?
Like a lot of folks in our industry, many members of our team have creative backgrounds, side projects, or are artists (of varying types) in their own right. Other than the artists on our team, we didn’t have any specific musicians involved with the project, but the interest, support, and excitement from the music industry–locally and nationally–has been tremendous.
How do you see the Longhorn Ballroom playing a role in the Texas music scene in the present and future?
The Longhorn Ballroom is proud to be an independently owned & operated venue, which means we have a dedicated team that thoughtfully curates the shows, with a focus on the patron and artist experience. Like previous operators of the Longhorn, we will present a variety of musicians with diverse sounds and cultures, embodying the independent spirit that is reflected in the venue’s history. The stage and space will celebrate established legacy artists and showcase those artists on the rise. It’s exactly what North Texas needs, and it’s been exciting–as a music lover–to develop artists from openers at The Kessler Theater, to headliners, and now onto this larger, historic stage at the Longhorn Ballroom.
What kind of merchandise do you already have on tap for the venue and will you be serving any Texas-type drinks or food?
With a space as iconic as the Longhorn Ballroom, merchandise is definitely a component here. Starting out we’ll be selling only on-site at the shows, with online sales coming soon after (see our website!). We’ll definitely have shirts and hats, plus a few other fun items coming.
In the future, we’ll have food vendors on-site–however the Ballroom itself does not operate a restaurant. Of course, the bar will have Texas brand options available.
Answer if you wish – Do you think Dallas is as cool as Austin now or almost there with the reopening of The Longhorn?
That’s a dangerous question – ha! Kessler Presents does present shows in Dallas, Houston, and Austin–in addition to other venues across the state and at boutique festivals across the country. Dallas does have the benefit of location–with three cities (Dallas, Fort Worth, Denton) making up the metroplex, major interstates, and two international airports.
The common thread is Texas: whether that be music, venues, artists, experience. Texas music is an international export, and the Longhorn Ballroom is a vessel to both capture and share it.
