War hero, advertiser & artist: Phil Price dies at age 76 - FOX34 Lubbock

War hero, advertiser & artist: Phil Price dies at age 76

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A multifaceted, prominent Lubbock man has died. Phil Price leaves landmarks and dedications to service for our city.

"He was an American hero," Caldwell Entertainment CEO Don Caldwell said.

"Humor," The Price Group COO and Media Director Pam Sharpe said.

"Generous, thoughtful, kind," The Vietnam Center and Sam Johnson Vietnam Archive Director Stephen Maxner said.

"Driven," The Price Group President and CEO Mike Meister said.

Those are all words those close to him chose to describe Phil Price. He was a Texas Tech graduate. He served in Vietnam and was shot twice in battle. He was awarded the Purple Heart and The Bronze Star.

"He did continue to serve. He served as a tactical advisory officer helping to train other Lieutenants," Maxner said.

Price was instrumental in the creation of the Lubbock Area Veterans War Memorial.

"Vietnam War conferences and public speakers and everything and they'd come in and Phil and Victoria would help host them," Maxner said.

He started an advertising agency in 1972 after ending his tours in Vietnam.

"He brought out branding even before many others were even thinking about it," Sharpe said.

In 2012, he retired. The new owners turned his old office into what they call a "creative oasis."

"It's kind of a tribute in a way to Phil and his creative legacy," Meister said.

In 2014, he was inducted into the Southwest Advertising Hall of Fame.

"You are a big fish in a big pond where you lived," Sharpe said.

His name is still attached to the agency, The Price Group.

"He was so humble to the core that he couldn't realize he was so well loved," Sharpe said.

He used his expressiveness as an author and wrote plays from the 70's through the 2000's for the Cactus Theater. 

"He came up with a lot of original thoughts and as a writer he wrote some really cool plays," Caldwell said.

Whether it was a "win" for advertising or the end of a play, he always liked to celebrate.

Phil Price was 76.


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