Austin, TX

Cities to watch in 2024: This Texas hub is attracting more homebuyers than Austin and Dallas with its affordability and jobs

Published

2 years ago

January 1, 2024

Cities to watch in 2024: This Texas hub is attracting more homebuyers than Austin and Dallas with its affordability and jobs

Anna Lagos, 38, moved to Texas from California in 2014 with her husband and two children, joining her parents and most of her siblings who had already relocated to the state.

Lagos, a realtor, believed that Texas would offer her family a better chance at realizing the homeownership component of the often expensive American dream.

“The opportunities were much greater for us in Texas than they were in California,” Lagos told Business Insider. “We always wanted to own a home. It was pretty evident that we’d have to work for many years before we’d be able to purchase one in California.”

During the early years after their move, Lagos and her husband lived in San Antonio and Austin. However, in 2021, driven by a desire for greater affordability and to be even closer to her parents, who had already established themselves in New Braunfels, the couple moved to the small city in Central Texas.

The Lagos family.

Courtesy of Anna Lagos

Lagos, who bought a 2,700-square-foot home for $325,000 in New Braunfels, said she fell in love with its “small-town” charm.

“I wouldn’t say that it is a small town anymore, but somehow it still manages to retain the feeling of a small town,” she said, adding it’s one of those places ” you won’t find anywhere else.”

Over the past few years, hundreds of thousands of people have moved to the Lone Star state, drawn by its affordable housing, political environment, and abundant job opportunities. According to Census Bureau data, Texas welcomed 670,000 new residents between 2021 and 2022, ranking second to Florida.

While big cities like Austin, Dallas, and San Antonio have traditionally been real estate hotspots, recent Census estimates from 2020 to mid-2022 show that smaller places, such as New Braunfels and Katy, have experienced significant population growth, while their larger counterparts have seen minimal growth — or in some cases, population declines. It’s a trend that may persist as Americans continue to reassess notions of affordability and community.

BI interviewed homebuyers and real estate agents to explore the factors contributing to New Braunfels’ rising popularity. Residents said its rich German heritage, tight-knit community, rapidly expanding business sector, and affordable real estate market have made it an ideal place to raise a family and settle down.

One of the fastest-growing cities in America

New Braunfels has emerged as one of the fastest-growing cities in the US. Census data shows that its population has surged by over 15% since 2020. As of July 2022, the city’s population has reached 104,707.

Its growth is as remarkable as its origin story: Evolving from a humble settlement founded by a German prince to a thriving and rapidly expanding city.

In 1844, Prince Carl of Soms–Braunfels, a German prince and military officer, was appointed the commissioner of the Adelsverein, a group of aristocrats united with the singular aim of creating a “new Germany” on Texan soil.

Although New Germany was never realized, the colony succeeded, and to this day, New Braunfels retains much of its German heritage.

Schlitterbahn Waterpark and Resort.

Erich Schlegel/Getty Images

The city, which is home to the famous Schlitterbahn Waterpark, hosts the annual Wurstfest celebration — a 10-day German cultural festival dedicated to sausages and Oktoberfest. Drawing hundreds of thousands of attendees from around the world, it has become an internationally famous event.

The city’s economy and job sector are booming

New Braunfels’ economy is growing rapidly alongside its population. A 2023 report from the New Braunfels Economic Development Foundation shows that the city’s gross regional product — a measure of an area’s economy — reached $2.8 billion in 2021, nearly double the amount from a decade earlier.

The EDC also reports that since 2003 the city has created 16,434 new jobs. In 2022, New Braunfels welcomed a $110 million automotive manufacturing plant by Continental, a tech company serving major car manufacturers like Volkswagen, Ford, Toyota, Porsche, which will create more than 500 new jobs. Additionally, business outsourcing company TaskUs increased its operations in the city, adding 750 new positions.

“When I was growing up here, you worked at the mill, or you worked for local government, and there were ancillary jobs to those, but there weren’t many opportunities for employment,” Mayor Neal Linnartz, told the San Antonio Express News in July. “Nowadays, there are so many opportunities that when kids get out of school, they don’t have to leave New Braunfels to find good employment. We have good jobs here.”

According to the Texas Economic Development Corporation, key industries in New Braunfels encompass financial services, information technology, aerospace, and aviation, as well as military and tourism.

The homes are attractive to homebuyers

According to software data company Payscale, the cost of living in New Braunfels is 15% below the national average. [is this for 2022?]

Easton Smith, the founder of the Emerald Haus Group with Keller Williams, moved from Oxnard, California, to New Braunfels in 2016. He told BI that the area’s affordability is really what’s winning people over.

“What I can speak of, on behalf of our clients and ourselves, is that the affordability here is greater,” he said. “What you’ll find is people want to come here and spend less and have more freedom.”

Regan Bender/Shutterstock

Take Janelle Crossan, a 44-year-old single mother who moved to New Braunfels in 2020 for a fresh start with her son.

Having faced financial challenges as a divorcée in Mesa, California, she sought an affordable place to buy a home and a stable environment for her family. After moving to the city, she purchased her first home for $240,000.

“I paid $1,750 for rent in a crappy little apartment in California,” Crossan told BI’sErin Snodgrass earlier this year. “Now, three years later, my whole payment, including mortgage and property taxes, is $1,800 a month for my three-bedroom house.”

The city is experiencing growing pains

Crossan told BI she’s been amazed by New Braunfels’ growth since moving there in 2020 but believes that the expansion has strained the local infrastructure.

“We have construction everywhere,” she said. “I really can’t complain because I’m one of the people who are helping the area grow bigger, but there’s so much traffic.”

Doney Cowey, a realtor with Keller Williams who moved to New Braunfels 32 years ago, told BI that the city’s growth is pushing some locals out.

“At the time I moved here, the town had a population of 19,000,” Cowey said. “The dynamics have changed now that we have at least 100,000 people in the surrounding area. We get people that are moving here because it’s a small town and we also have people moving away because it’s gotten too big.”

Lagos, who now runs a Facebook group for newcomers moving to New Braunfels said there has been some tension between locals and transplants.

“A lot of people, especially those that grew up here, feel like all the people coming in have ruined the small town that they were used to and have driven up prices,” she said. “A lot of them are priced out of their homes right now, unfortunately.”

Janelle Crossan and her son moved from Costa Mesa, California, to New Braunfels, Texas, in November 2020.

Courtesy of Janelle Crossan

Despite the tension, Crossan remains optimistic about New Braunfels, emphasizing its safe and ideal place to live.

“It still has, I hate to say, but the American dream, in a timeframe when people feel like they can’t afford to buy houses and don’t have the same privileges of older generations,” she said. “This is an affordable, fun, cute, nice place to raise kids. I didn’t think that still existed anymore.”

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Austin, TX

LD Systems expands Texas Footprint with Austin Location and welcomes ILIOS Productions — TPi

Published

8 hours ago

January 8, 2026

Press Room

LD Systems expands Texas Footprint with Austin Location and welcomes ILIOS Productions — TPi

For over two decades, ILIOS Productions has been a key part of the live events community in Austin, TX, transforming spaces and audience experiences with a vast range of lighting and video design, as well as event production services across a diverse client portfolio. Now, with the backing of parent company Clair Global, LD Systems, a Houston-based premier provider of audio, video, and lighting for event production and installed technology solutions, is welcoming ILIOS Productions to the team, marking the group’s fourth location in Texas. ILIOS Productions will now operate under the LD Systems brand.

LD Systems will further resource ILIOS’ existing Austin operation to include additional services such as audio and rigging for live events, as well as integration solutions and services. This addition helps round out LD Systems’ ability to locally serve major metropolitan areas across Texas, including Houston, San Antonio, Dallas-Fort Worth, and Austin and reflects Clair Global’s continued focus on offering global resources while maintaining strong local-market expertise and responsiveness.

ILIOS Productions’ experience spans the concert and festival sector, corporate and activations, and high-end private, philanthropic and charitable events. The company’s commitment to critical event delivery has established trust with major brands including Lollapalooza, SXSW, Austin City Limits, Google, YouTube, the University of Texas System and many more.

Founder, President & Sr Ops Manager of ILIOS Productions, Bryan Azar, said: “After many years of working alongside LD Systems in Austin and beyond, we are delighted to be joining their world-class organisation. This is an exciting new chapter for a bolder future together.”

Zach Boswell, General Manager, ILIOS Productions, added: “We are passionate about the work we do, and the community and business culture found at LD Systems is the ideal next step for our dedicated employees to progress as a united workforce.“

LD Systems co-founder and President, Rob McKinley commented: “We are delighted to amplify our service offerings in Austin with the addition of Bryan and his exceptional team of technology professionals. They have made a significant difference to many Texans with the work they undertake, and LD Systems is proud to welcome both their talent and ethos to the company.”

Building on this momentum, LD Systems also announced plans to expand its San Antonio facility into a new location in January 2026. Together with the addition of ILIOS Productions in Austin, this investment reinforces the organisation’s long-term investment in Texas and its dedication to meeting growing client demand with enhanced capacity and infrastructure.

www.ldsystems.com

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Austin, TX

Austin airport one step closer to major expansion that will add 32 new gates

Published

20 hours ago

January 7, 2026

Press Room

Austin airport one step closer to major expansion that will add 32 new gates

AUSTIN, Texas — Austin-Bergstrom International Airport is one step closer to getting a major makeover after finalizing lease agreements with airlines that will support future renovations, including the addition of 32 new gates.

The airport on Wednesday announced the completion of Airline Use and Lease Agreements and Signatory Cargo Agreements with several major airlines and cargo companies, including Southwest Airlines, Delta Air Lines, United Airlines, American Airlines, Alaska Airlines, FedEx and UPS.

According to a press release from the airport, the use-and-lease agreements allow companies to commit funding to the project through rent and fees “generated under the agreements’ cost-recovery structure, supporting the airport’s ability to deliver projects that expand capacity, strengthen resiliency, and improve the passenger experience.”

The agreements will support the following projects at Austin-Bergstrom over the next 10 years:

The addition of Concourse B, which will add 26 new gates, including 18 for Southwest Airlines and five with United Airlines.
Concourse M, adding six new gates, a bus to transport travelers to and from the Barbara Jordan Terminal, new concessions, restrooms and passenger amenities.
Enhanced seating and amenities, increased space and modernized concessions in Concourse A (home to all international flights). Delta Air Lines will have 15 gates, American Airlines will have nine, Alaska Airlines will have one and there will be eight common-use gates.
Updates to HVAC systems, electrical system, IT and telecommunications, storm drainage, water quality and de-icing infrastructure.

In a statement, District 2 Councilmember Vanessa Fuentes applauded the future job creation that’s to come out of the project.

“This expansion program represents a tremendous economic opportunity for Austin—not only through the trades and construction jobs created during the buildout, but also through long-term jobs in concessions, airport operations, and airline services after the program is complete,” Fuentes said.

“This agreement reflects years of partnership, thoughtful negotiations, and shared vision with our airline partners. Their commitment provides the financial foundation we need to modernize our facilities, transform customer experience, and build the infrastructure needed to support Central Texas’ continued growth for generations to come. AUS would not be where it is today without the collaboration and investment of our airlines, and we are deeply grateful for their trust and partnership as we shape the future of air travel in Central Texas,” said Ghizlane Badawi, CEO of Austin-Bergstrom International Airport.

The final cost of the project is still under development, but is anticipated to grow from an estimated $4 billion to $5 billion. According to the airport, funding sources include airport cash reserves, airport revenues, bond proceeds and grants from the Federal Aviation Administration.

“No local Austin taxpayer dollars are used to fund the airport’s expansion program,” the release said.

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Austin, TX

Black Sheep Coffee Opens First Austin Location, Expanding Its Texas Footprint | What Now Austin

Published

1 day ago

January 7, 2026

Press Room

Black Sheep Coffee Opens First Austin Location, Expanding Its Texas Footprint | What Now Austin

Black Sheep Coffee, the international coffee brand, will celebrate the opening of its first Central Texas location in Downtown Austin with two public events. The new café, located at W 6th St & Guadalupe St, Austin, TX 78701, marks a significant step in the company’s U.S. expansion following strong growth throughout the Dallas–Fort Worth region.

A public ribbon-cutting ceremony, hosted in partnership with the Austin Chamber of Commerce, will take place on Thursday, January 15 from 12:00 p.m. – 2:00 p.m., welcoming community members, local leaders, and partners into the space. During the event, guests can enjoy half-price lattes, including coffee and matcha drinks.

On Saturday, January 17, Black Sheep Coffee will officially celebrate their grand opening with a Sips & Beats event from 11:00 a.m. to 2:00 p.m., featuring live vinyl set by DJ Foxxy Brown, signature menu tastings, and half-price lattes throughout the event. Continuing the celebration, the store will also offer a 50% discount to International Half Marathon medal holders on Sunday, January 18, welcoming runners and spectators to refuel post-race.

Designed to reflect Austin’s creative identity, the location features custom graffiti artwork inspired by the city’s street art scene and the energy of Downtown. The new outpost will serve Black Sheep Coffee’s complete menu, including its 100% specialty-grade Robusta coffee, ceremonial-grade matcha, smoothies, pastries, Norwegian waffles, curated food offerings, and two bakery variations created exclusively for the Austin store. Additional limited-time items will debut later in January as part of the brand’s functional health product refresh.

“Austin has long been on our radar for its passionate community and standout coffee culture,” said Eirik Holth, co-founder of Black Sheep Coffee in a statement. “We’re excited to become part of that fabric and bring something new to Downtown. With several U.S. locations in the pipeline, Austin marks a major milestone in our next chapter of growth.”

Black Sheep Coffee chose Austin for its strong alignment with the brand’s ethos and its reputation as a city that celebrates individuality and creativity. The opening also reinforces the company’s long-term commitment to Texas, with several additional locations planned statewide for 2026.

The Austin café will be open Sunday through Thursday from 6:00 a.m. to 8:00 p.m. and Friday and Saturday from 6:00 a.m. to 9:00 p.m. For more information, visit BlackSheepCoffee.us.

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