Everything Must Be Perfect

Inside the business of Dallas glitz.
Photograph by Jason Sheeler

It was Saturday night in Dallas, and beneath the towering crystal chandeliers at the W hotel bar in Victory Park, personal concierge Gary Jackson was working three smartphones and two groups of clients on opposite sides of the city. Forty-four-year-old Jackson—known around town simply by his surname—gets you past the velvet rope. Having amassed a large Rolodex of contacts from his work as an interior designer and a corporate concierge at the Barneys New York in Dallas, he recently started a subscription service called Fluent that brokers relationships for its clients, which is a fancy way of saying it buys entrée—to everything from the best restaurants to VIP tables at of-the-moment clubs. Members pay anywhere from $2,500 to $10,000 annually for Jackson’s services. The more exclusive subscription (six have been sold) basically gets you Jackson—on call, all the time. 

Everybody in Dallas wants to be somebody,” the New Jersey native said, not looking up from his BlackBerry. “I make that happen.”

While such services have a history in New York, they’re a new and seemingly well-suited development in Dallas—an instant gratification city if ever there was one. Jackson says his clients appreciate someone else doing all the work. 

The work, in this case, includes hiring paparazzi and security details, just for fun, as Jackson did for a socialite in early November. He recently arranged a Rolls-Royce to chauffeur one young couple to dinner at the impossible-to-get-into Lucia and sent another from Fort Worth to Dallas by helicopter.

Across the city, Jackson’s first group of the night, a bachelor party, was currently enjoying an LSU game at the

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