Photography by Lauren Allen.
Whether it’s spinning records or flipping burgers, Will Rhoten is happiest when he’s bringing people together.
Rhoten, better known in Dallas-Fort Worth as “DJ Sober” is doing what he does best in the heart of Oak Cliff. At age 16, he discovered his love for music and creating community and has been doing so ever since.
“When I discovered music, it kind of consumed my life,” Rhoten says. “I went to a house party and it was the first time I saw a DJ in real life. I was just glued to him all night, and I knew this is something I had to do.”
Despite a genuine love for music, Rhoten never had the goal of performing for crowds, but soon his passion turned into a career.
As evident by his stage name, Rhoten is known for being a DJ who does not drink. He’s left a mark on the city’s music scene over the last decade, launching the influential soirees “The Party” and “Big Bang!” Along the way, he’s played Dallas Cowboys and FC Dallas games, spun private affairs for Erykah Badu and Dirk Nowitzki and thrown birthday bashes and pop-ups with Leon Bridges.
When the pandemic hit, anything club or bar-related was shut down. In search of a way to stay afloat while limiting physical contact with others, Rhoten started a lawn care business — Herby’s Lawn Care.
The name comes from Rhoten’s dog, Herby. The pet-forward brand is what helped drive success.
“I probably sold more T-shirts than I mowed lawns,” Rhoten says. “I like to brand things and I’m also an artist and designer. So that part of it was fun as well, just the challenge of creating a new business.”
At his first music gig back from the pandemic, Rhoten connected with Jake Saenz, owner of Rev’s Grilled Cheese. The grilled cheese joint was mobile and would pop up at events around the city. Saenz was ready to stay in one place, and Rhoten had been looking to open a spot that could be a community. It was a match made in heaven.
“I originally wanted to open a bar, but none of the available spaces would really work, so that was out of the question,” Rhoten says. “Jake was already in talks with a couple people about a smashburger concept. And then all of the partners that were interested in that ended up not moving forward. We had a conversation and talked about it. Things progressed from there pretty quickly. We just decided to join forces.”
The name Herby’s stuck, and Herby’s Burgers opened its doors early this year. The simple menu features messy burgers, cheesy fries, hot dogs and gooey grilled cheese. With Rhoten’s reputation as a DJ and Saenz’s popularity with Rev’s, their new venture has had plenty of support since opening day.
“I think it’s one thing to get in all the internet folks, but it’s another to win over the neighborhood and build their trust, and loyalty,” Rhoten says. “That’s something that’s been really cool to see. The neighborhood definitely rocks with Herby’s.”
Walk into Herby’s and you’ll immediately see a big white door labeled “Jake’s Kitchen” behind the counter. For Saenz, it’s everything he could ever dream of.
“I was starting to get tired of popping up everywhere — it’s been nice not having to haul things around,” Saenz says. “Just having a team has been really cool. Building a solid crew, front and back, just people we can rely on and help us. I like cooking for people. That’s always something that I’ve done with my groups of friends. We’ll invite a huge crowd of people over and just cook for them. And so it’s nice to actually have space and be able to do that now.”
It’s a dream come true for Rhoten as well, who has desired to create a space in Elmwood for people to gather.
Jake Saenz (left) and Will Rhoten (right)
“There’s people that make it their Friday night thing, like they come in with their family and get a burger at Herby’s on Friday night,” Rhoten says. “I think that’s something that Jake and I both envisioned with the space — just becoming a neighborhood staple. We’re kind of in a food desert here in Elmwood.”
Taco spots and Mexican cuisine such as Torrtilleria Marritos and Morales Restaurant are in Elmwood near Herby’s, but Rhoten wanted to offer more variety and a place for neighbors to hang out.
Of course, the music in Herby’s is curated by Rhoten himself. With ‘60s-inspired décor such as a checkered floor, pops of neon yellow and music-themed portraits on the wood-paneled walls, Herby’s has a classic diner feel.
“I always have wanted to create a space,” Rhoten says. “I thought it would be a bar, but I think this makes a little more sense because I eat burgers, and I don’t drink alcohol. When this presented itself as an opportunity, I was happy because I feel like a burger joint is way more wholesome.
