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SERUM HOSPITALITY / DALLAS, TEXAS

Distinct places. Shared vision.

A Dallas hospitality group built on experience, culture, and thoughtful operations.

Meet Serum

Explore Our Concepts

Illustrative hospitality interior with a welcoming bar, stools, and lounge seating in the foreground

Concept atmosphere / illustrative

01 / OUR STORY

Good places begin with good people.

Founded by Case McCone and Jonathan DuBois, Serum is developing distinctive places for Dallas to gather—from neighborhood bars and grills to upscale lounges, nightclubs, dance clubs, and live music venues. Our first venues are in development.

We believe memorable guest experiences start behind the scenes: strong teams, thoughtful programming, and disciplined operations. Each concept will have a character of its own, connected by a shared commitment to hospitality.

02 / OUR TEAM

Two perspectives. One shared standard.

Case McCone

CO-FOUNDER

Case’s connection to Dallas hospitality began with his father’s leadership at the legendary Starck Club and involvement in launching Lizard Lounge. He started DJing at 16 and opened his first nightclub at 20, building a career across venue operations, entertainment, and entrepreneurship.

Through Dolce Vendetta and Distraction Entertainment, Case developed experience in artist management, VIP hospitality, event production, and brand partnerships. His later leadership work at Monarch, Kessaku, and Regines Lounge deepened his focus on service standards, staff development, entertainment programming, and operational improvement.

At Serum, Case brings those disciplines together: distinctive concepts, memorable guest experiences, and practical systems that help teams deliver consistently. His vision is a hospitality group where creativity and accountability support each other as the company grows.

Jonathan DuBois

CO-FOUNDER

Jonathan brings more than two decades of experience in Dallas nightlife and hospitality, with a background spanning operating partnerships, regional advisory work, and venue leadership.

His experience includes serving as Regional Operational Adviser at RCI Hospitality, Operating Partner at PM Lounge, and earlier leadership at Punk Society. Across these roles, his work has centered on developing operating procedures, leading teams, building local partnerships, and improving the relationship between guest experience and business performance.

At Serum, Jonathan brings an operational perspective grounded in the daily realities of running venues. His focus is translating ambitious concepts into clear expectations, efficient workflows, and accountable teams. Alongside Case, he is helping shape a shared operating foundation that can support distinct venue identities as the group expands.

03 / HOW WE OPERATE

Independent identities. Connected operations.

Serum is developing a shared operating framework to support its venues as the company grows. These capabilities are our vision for what comes next—not a claim of systems already in operation.

Daily visibility — Consistent end-of-day reporting and ownership oversight, designed to keep the details in view.

Cost control — Connecting sales, inventory, purchasing, and labor information to inform better decisions.

Shared marketing — Coordinated campaigns and cross-promotion that respect each concept’s independent identity.

AI-assisted reporting — Readable summaries designed to surface exceptions and action items for human review.

04 / OUR CONCEPTS

A Serum Hospitality Concept / In Development

Local Mischief

Your neighborhood. A little more mischief.

An elevated neighborhood bar and grill pairing craft cocktails and craveable food with a welcoming, come-as-you-are atmosphere.

Live Music · Karaoke · Movie Nights · Brunch · DJs · Sports.

A planned indoor-outdoor patio brings the experience from daytime gatherings to late-night energy.

Good Times. Bad Decisions.

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