Embarking on a thrilling journey into the realms of food, beverage, and hospitality, the architects behind District 12 Social Club (DXII) unfold the inspirations and aspirations propelling the creation of this vibrant establishment.
Situated at 6642 Winchester Rd., District 12 Social Club emerges as a dynamic and stylish social bar and lounge, spanning a generous 5,000 square feet. With promises of live musical performances featuring various artists, influencers, and tastemakers, this venue is tailored for Memphis millennials seeking a vibrant and engaging social experience.
The ambiance is carefully curated to engage all senses, with hand-crafted cocktails, delectable small plates, and curated events that encapsulate ethos, logos, and pathos. White patent booths along the walls create ideal spots to enjoy the entertainment, complemented by additional seating and standing areas strategically placed near the two central bars.
Named after its location within the Shelby County Commission’s District 12, owners Brent Hooks, Tony Smith, and Artemis “Peppa” Williams envision District 12 as a sanctuary for “artistic-minded millennials.” Their goal is to foster a strong sense of community within the social club, transcending its role as a venue to become a creative hub that nurtures networking, creativity, and unforgettable moments.
I had the opportunity to sit down with co-owner Brent Hooks to delve deeper into the genesis of DXII. Hooks traces his interest in the industry back to his early exposure through his uncle’s ownership of the renowned Plush Club—a Memphis nightlife hotspot during his high school and college years.
“Weekend shifts at the club became my classroom, introducing me to the industry intricacies and connecting me with entertainers and industry professionals,” Hooks recalls. “The pivotal opportunity to co-own the New Daisy Theater on Beale Street in 2016 marked the beginning of my journey.”
Reflecting on lessons learned from prior ventures and fueled by a growing personal and professional relationship with Tony Smith, the vision of a collaborative space materialized. Last year, the stars aligned, presenting the perfect time and space for District 12 Social Club to take shape.
The unique selling proposition of District 12 lies in bringing the downtown and midtown vibes to East Memphis, offering a distinctive blend of ambiance and craft cocktails made with fresh ingredients. The objective is to foster a strong sense of community– a place where like-minded individuals can connect, unwind, and cultivate a profound sense of belonging.
The focus revolves around influential millennials seeking a dynamic and engaging social atmosphere. District 12 Social Club promises a unique experience characterized by memorable events, exquisite food offerings, and premium cocktails crafted with precision.
The drink menu is a fusion of timeless classics like the Old Fashioned and French 75, alongside modern libations such as the Lychee Martini and Espresso Martini.
Deanna, the Bar Manager, shares her insights on the Lychee Martini, made with fresh lychee and lime juice. She emphasizes the comfortable environment provided, where everyone can be themselves, have a variety of drinks and food, dance, and party.
The culinary offerings at District 12 include an array of elevated Southern-style menu items, ranging from diverse wings, flatbreads, eggrolls, and lamb chops
Chef Cam (@WhoIsChefCam) adds to the culinary experience by highlighting their Caesar salad, featuring chopped chicken, bacon, and parmesan. “DXII is an environment where people can come in, let their hair down, relax, have great drinks and great food.”
The journey to bring District 12 Social Club to life is one of innovation, collaboration, and a commitment to creating an unparalleled experience for patrons. As the establishment evolves, so too will its impact on the Memphis nightlife scene, promising a refreshing blend of tradition and modernity. Here’s to crafting unforgettable moments at DXII!
