Shane's 2nd Main Street Bar Opening Soon: Truth Ultra Lounge
- Stevie Quilo
- Apr 2
- 3 min read
A new nightlife experience is coming to downtown Del Rio. Just two doors down from Shane's Whiskey and Bourbon House, Truth Ultra Lounge is preparing to open at 737 South Main Street. This collaborative project between Shane Souba and his new business partner, Julio Ortiz, was inspired by the secret speakeasy space hidden inside Shane's existing establishment.
After a successful career in Illinois, serial entrepreneur Shane Souba relocated to Del Rio seeking early retirement. However, he soon saw a significant gap in the local bar and restaurant scene: a lack of a central hub and a lack of variety. Knowing he possessed the skills to fill this void, Souba stepped up and launched Shane's. The community immediately overwhelmed the business with support. Shane's drew additional patrons downtown, which encouraged more businesses to open in the area, catalyzing a development boom. Their opening marked a significant shift in pace for downtown revitalization, that has been trying to rebuild ever since the 1998 flood.
The long-vacant 737 South Main storefront, where Truth will be located, was the old toy store and essentially has been abandoned for decades. It requires complete overhaul, including new plumbing, wiring, and HVAC systems. Julio Ortiz is a construction expert and is overseeing the renovation. Ortiz said, “nothing was up to code, everything had to be replaced.” They are making a huge investment in restoring the property. Despite having possession of the property for six months, they only recently were provided with construction permits. Nonetheless, Ortiz has made significant progress, flooring is down, and furniture is starting to be installed.
Souba recognized the urgent need for a second venue to accommodate the growing crowds. "Del Rio demanded it," he stated. He actively listened and responded to the town's evolving needs, leveraging his connections and attending industry conferences to introduce innovative concepts to Del Rio. "As long as Del Rio supports us, we’ll keep growing," he said.
Souba strategically locates his businesses in close proximity, with goals of placemaking, establishing an ecosystem of complementary businesses within walking distance. Shane’s opened in June 2023 and exceeded all expectations. Due to demand for higher occupancy, they expanded in 2024, almost doubling in size. Now, in 2025, they are already opening their second location.
Souba and Ortiz are committed to sustainable development, aiming to complement existing businesses rather than replace them. "We want to amplify each other," Souba states, emphasizing the importance of preserving Del Rio’s identity while connecting it to a broader audience. He sees Truth Ultra Lounge as a place that'll help Del Rio stay true to itself, keeping that old-school vibe, while thriving in the modern age, and extending beyond current borders.
Shane's 2024 expansion revealed a secret speakeasy, a space that cleverly mixed Del Rio's historic element with a modern edge. This exclusive spot, with its vintage decor and dim lighting, quickly became a local hit. Though it started hidden behind a coded lock, word spread fast, drawing in people eager for a taste of that Prohibition-era feel, with a contemporary twist.
Truth Ultra Lounge will offer a distinct experience from Shane’s Whiskey and Bourbon House. Souba described the main difference between Shane’s and Truth, saying "Here it will be whiskey, down there it will be tequila." Truth will feature a selection of innovative tequilas, like whiskey-barrel-aged and coffee-infused varieties. They will feature electronic dance music (EDM), host rotating international DJs every Saturday, offering bottle service and VIP areas, aiming to attract new clientele to Main Street with a big-city energy.
Truth has a dark and moody atmosphere, high-end vibes, prominent dance floor, and LED lighting features, catering to a younger crowd. Table reservations and VIP areas will be available, and the price point will be comparable to Shane’s. Souba also stated that Truth will be opening as soon as possible, "definitely before Independence Day." Souba and Ortiz have a few more business ideas up their sleeve, here in Del Rio, and in neighboring border towns. They say, Shane’s and Truth are just the beginning.
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