GAINESVILLE, Texas — A new travel center on Interstate 35 is redefining rest stops by offering high-end amenities not just for truckers, but also for motorcoach operators and their passengers.
Truckers Paradise, located just north of the Dallas-Fort Worth metroplex, recently opened with the goal of transforming the travel experience for drivers of large vehicles. While the concept originated with truckers in mind, Founder and CEO Dean Ash said it’s built to serve tour bus drivers and group travelers as well.
Ash, a member of the United Motorcoach Association (UMA), said the idea grew out of a desire to create a welcoming space for professional drivers who are often overlooked in traditional travel centers.
“Too often, professional drivers are treated like a commodity,” Ash said. “We want them to feel like real people. Whether you’re hauling freight or driving a coach full of passengers, you deserve a place where you feel welcome and valued.”
The 41-acre complex, repurposed from a former outlet mall, features 160,000 square feet of active space and continues to grow. Oversized, pull-through parking spots accommodate even the largest vehicles, with extra room on each side to provide comfort and safety.
Island theme
The travel center operates with a Caribbean theme and cheerful staff who greet drivers under a tiki hut and offer directions. In the evenings, golf carts escort vehicles from parking areas to the food court and other amenities.
The site includes eight restaurant options in a large food court, premium shower suites, a cigar lounge, fitness center, and a beach-themed courtyard with fountains and palm trees. It’s designed to provide both drivers and passengers with more than just a rest stop.
Ash said motorcoach drivers are treated as honored guests. Perks include a complimentary meal, access to top-tier showers, and vouchers valued at up to $50 for use at the travel center’s convenience store and gift shop.
“We shamelessly bribe the driver,” Ash said with a laugh. “Our whole model is about making sure they’re taken care of. If the driver’s happy, the passengers are happy.”
Passengers can enjoy shaded walkways, a fountain-lined courtyard, and a 20,000-square-foot indoor entertainment space with virtual golf, batting cages, and other attractions. A separate event center will soon host concerts and gatherings throughout the week.
Traditional fuel pumps are being added, but the site already offers mobile fueling delivered directly to parked vehicles at speeds up to 40 gallons per minute. A mobile bus and truck wash is also available, and a maintenance partnership is in place with Rocky Mountain Truck Service.
This project is the latest venture for Ash, a Navy veteran and seasoned entrepreneur who has spent decades building and reviving businesses across multiple industries. His résumé includes flipping hotels, running a senior mobile home park, managing a real estate investment portfolio, and operating a payment processing company that held contracts with the U.S. Navy.
But he said this project is different.
“I’ve created and sold a lot of businesses, often by stepping in when a project was about to fail,” Ash said. “But this one isn’t about flipping. We’re in it for the long haul. We want to build something that lasts — something that drivers can count on.”
Motivation is deeper than business
The idea took shape after a longtime friend of Ash’s, a career car hauler, lost his rig and home in a vehicle fire. Ash opened his home to the couple, who had nowhere else to go. That experience gave him a deeper understanding of the challenges truckers face and sparked the vision for a better alternative.
“This isn’t just a business,” Ash said. “It’s about giving back to the people who keep this country moving. It’s about hospitality, safety, and comfort.”
Ash said the business is beginning to reach out to more motorcoach operators through UMA and plans to attend the next UMA Motorcoach EXPO. He hopes to build relationships across the industry and introduce more companies to the facility.
“We want to be on the map for the motorcoach industry,” he said. “We don’t take drivers for granted — and we won’t take this opportunity for granted either.”
The center is listed on Apple Maps, Google Maps, and Garmin, with Rand McNally integration underway. It’s located next to two hotels, a Cracker Barrel restaurant, and a movie theater, making it a convenient stop for tour groups.
More information is available at www.truckersparadise.com.
