Black Entrepreneur Jonathan Morris to Build a Hip Hotel in Fort Worth

Jonathan Morris at Fort Worth Barber Shop (Photo Credit: Jonathan Morris)

Despite the COVID-19 pandemic, Black entrepreneur Jonathan Morris is proceeding with his plans to build a new hotel in Fort Worth, located a 30-minute drive from Dallas. Morris is transforming a former dry ice building into Hotel Dryce, the city’s first Black-owned boutique hotel in 100 years.  

The Fort Worth businessman is keeping his fingers crossed that the 21-room, approximately 10,000 square-foot hotel will open in January 2021 to coincide with the city hosting the biggest event of the year, the Fort Worth Stock Show & Rodeo.  The popular show – celebrating its 125th Anniversary next year – will be held in Dickie’s Arena, walking distance from the new hotel. 

Hotel Dryce Rendering (Photo Credit: Hotel Dryce)

Hotel to Provide Friendliness of Fort Worth with a Hip Vibe
Most people may not know, but Fort Worth is home to almost 900,000 people, and Morris hopes Hotel Dryce will attract a young, hip clientele and provide guests with a unique vibe that rewrites the impression of what people get when they visit the city. 

“Fort Worth is a very laidback, chill city that has this juxtaposition of being a historically conservative city, but at the same time, it’s becoming more and more progressive,” said Morris. “We want to create a hotel experience that really speaks to the younger traveler, and offers a soulful, unpretentious, approachable vibe. Nothing about this hotel will scream luxury.”

In addition to providing guests with that friendly Texas vibe, Hotel Dryce will have a lobby and small bar area (900 square feet) and a large outdoor courtyard area. According to the 35-year-old entrepreneur, when guests walk through the entrance of the hotel, they should feel like they just walked into “the living room of the coolest couple in Fort Worth.” Located in the city’s Cultural District, the hotel’s close proximity to museums – the Modern Art Museum of Fort Worth, the Fort Worth Museum of Science and History, Amon Carter Museum of American Art and the Kimball Art Museum – allows guests to immerse themselves in local culture.

In planning the opening and operation of Hotel Dryce, Morris understands how COVID-19 safety guidelines have become an important part in how travelers plan their vacation, which includes choosing the right accommodations. In fact, he and his team have already shifted their priorities to determine how the new hotel will operate under new safety guidelines to protect hotel staff and guests. By January 2021, the hotel owner hopes that the U.S. will be closer to having a vaccine before the hotel opens its doors. “If not, we’ll follow any mandates and go over and beyond to make guests feel safe,” said Morris. A higher emphasis on regular, daily cleaning; providing guests with disinfecting wipes; and mandating guests to wear masks in common areas have been a few safety measures discussed. 

Fort Worth Barber Shop (Photo Credit: Jonathan Morris)

Creating His Own Entrepreneurial Path
Running a hotel isn’t Jonathan Morris’ first business venture. In 2014, he opened the Fort Worth Barber Shop. He isn’t a barber by trade and has never cut hair in his life, but Morris was driven by the desire to bring his idea of a traditional barbershop to Fort Worth – a different experience for locals and the city. In addition to the offering their patrons a haircut and or a beard trim, the shop sells a line of grooming products for men, and to give back to the community, the shop provides free haircuts to fatherless boys in Fort Worth through a special partnership with Hope Farm, Inc. Four years later, the local community continues to embrace and support the barbershop, according to Morris.

Juggling a thriving barbershop business and Hotel Dryce, a work in progress, Morris had to pause for a moment when asked what advice he would give to other young black entrepreneurs. 

“What is really important is that we, as young black entrepreneurs, look for opportunities…look for spaces, products and services that solve problems for our communities,” said Morris. “Young black people push the culture forward all the time, but it’s also important that you find people who can take your ideas to the next level.” Words Morris diligently puts into action as he manages the construction, opening and operation of his newest busines venture – the Hotel Dryce.