James Frey was born in Eureka, South Dakota, in 1941. His father worked in creamery and his mother was a registered nurse. When Frey was nine, the family, including his twin sister, relocated in Sioux Falls where his dad was plant manager for a dairy. He joined the YMCA in the fourth grade and ended up working for them until around the age of 22. He attended Augustana College in Sioux Falls, graduating with a major in sociology and a minor in history. After graduation, he worked for three years at the YMCA in Sioux Falls as program director. He earned his master's degree in sociology at the University of Iowa in two years, and was hired at the YMCA in Whittier, California, where he worked for three years. Frey was hired as assistant professor of sociology at UNLV, and immediately established a survey center at the university. He conducted a survey on a very high-profile political race between Sheriff Ralph Lamb and his opponent, John McCarthy, which led to work for the State of Nevada, Yucca Mountain, and other entities. The survey program was eventually named the Cannon Center for Survey Research, after Senator Howard Cannon. As of September 17, 2007, Dr. James Frey and his wife of over thirty years, Carol, are both retired. He has made a smooth transition to president of his Rotary Club, Chairman of the Nevada Humanities group, and spectator at UNLV basketball and football games.