D&L ENTERTAINMENT SERVICES, INC. originated in the early l960s as a part time venture to provide quality ushering services to Dallas' growing entertainment and convention business. The company operated under the name Dallas Ushering Service, with its primary thrust being a provider of trained ushers.
However, by late l969, the company had grown to a great size and developed such a reputation for reliability and professionalism that it was chosen to provide complete staffing for a three day event in Lewisville, Texas, the Texas International Pop Festival. The Texas International Pop Festival was the second national festival in the country, with attendance only slightly less than Woodstock.
By providing quality staffing, Dallas Ushering Service firmly established itself as a premiere company capable of meeting the needs of its clientele beyond just ushering.