Television personality and AZfoothills.com columnist Nadine Toren is scouring the area, finding savvy Valley features, bringing readers “on the scene.” Every day she’ll introduce you to celebrities, athletes, and give you an inside look into local events and hot spots. She'll touch on topical issues, and keep AZ fans posted on all the big talkers around town.

He's the master-mind behind the hot online hub for everything gossip.  Check out what Nik Lamas-Richie is saying about his booming biz.

I’m choosing my words carefully as I sum up my interview with thedirty.com’s Nik Lamas-Richie.  Like most of us Valley guys and gals, we’re now fairly cautious about what we do or say, fearing we’ll end up on the ever-so-entertaining website.

Nik spends his days commenting on pictures posted on his hot online hub.  The site is the go-to spot for gossip and satire—Nik says he’s the world’s first ever reality blogger.  The content contains rumors, speculation, assumptions, opinions, factual and not-factual information, in addition to an array of provocative, funny, and downright amusing photos.

“If you don’t like the website, don’t visit it; however, people are hooked on it like crack,” said Nik Lamas-Richie, thedirty.com creator.

He’s right. 

Ever since the day he launched the original dirty (dirtyscottsdale.com), things went viral.  The Cal State Fullerton drop-out traded Cali for AZ, following a girl to the Valley nearly 7 years ago.  Immediately, he fell in love with Scottsdale’s social scene, calling it the Dubai of America.

“I may have been one of those loser guys who chased a girl here, but it was meant to be…I love Scottsdale.”

School obviously wasn’t Nik’s thing, but that didn’t stop his entrepreneurial money-hungry spirit from pursuing something big.  He was out to lunch one day at Kierland and had an epiphany while eavesdropping.  He noticed all his neighboring lunch-eaters were chatting about other people, and so sparked the bright idea of an online hub dedicated to talking smack.

“It just clicked.  I figured it was time to bring the reality TV boom to the Internet.”

And that’s exactly what he did.

Nik says he launched the site simply as a stress-reliever—commenting on people’s posts was an easy (and fun) way to kill time.  But he wasn’t the only one interested in his new endeavor…the site’s popularity seemed to take off overnight.

“Many people thought it was just going to be a fad, but that’s not the case at all.”

Following dirtyscottsdale.com, Nik launched Dirty-Newport, Vegas, then Dallas.  And since the site became so successful, he launched thedirty.com a couple years ago.  The savvy site now caters to just about any city world-wide.

“I never look at it as hurting anyone’s feelings.  It’s a great escape for people sitting in the office looking for some water-cooler fun.  It makes them laugh.”

Yes, he’s hit some speed-bumps…many parents and people are pissed off over The Dirty.  He’s fought off legal issues galore, but all that stuff doesn’t stop the gutsy guy from revolutionizing gossip.  Nik says the haters need to stop blaming him—everything on thedirty.com is 3^rd party submitted.

“It’s their friends, colleagues, neighbors, and enemies doing the posting.  It’s only holding people accountable for acting up in public.”

Ok, it’s true…he exposes other people’s dirt for the public to see.  But Nik says he’s also doing many people a favor.

“Showing up on The Dirty teaches people a lesson.  I’ve had people contact me saying it was a major wake-up call, and that they’re turning their life around.”

Jolly old Saint Nik, right?

Honestly though, he really is down-to-earth.  The 32-year old runs a tight shop—thedirty.com is a 34-man operation.  His team prescreens the 1,500+ a day photos, and of those, about 250 make the cut.  That’s when Nik personally responds to every post.

“I just say what’s on my mind—often, what many other people are thinking.”

And don’t think he’s picture perfect--Nik says he made the news after getting a DUI.  Yes, he was bothered by the exposure, but he says it did wonders for his biz. 

“Our site sky-rocketed after my mug shot popped up on the TV and Internet.”

He now gets paid to party--$10,000 for two hours.  He’s also happily married and expecting baby #1 in November.  In addition, Nik hosts a weekly radio show and has a reality TV series in the works based on Scottsdale women.  And when he does take a breather, Nik frequents Ocean Club or Mint, in addition to a handful of other Valley hot-spots.  But in the meantime, you can always turn to thedirty.com to read his brutally honest remarks. 

“I work 24/7.  It’s overwhelming, but wonderful.”

To check it out, visit www.thedirty.com.

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