Jonathan Packer, President & CEO, Greater New Braunfels Chamber of Commerce
New Braunfels is a tourist attraction and a good place to do business, according to Jonathan Packer, president and CEO of the Greater New Braunfels Chamber of Commerce. “When you combine that with the fact that we’re in the middle of this mega-region, it’s the best of both worlds,” he told Invest:.
What were the most significant achievements and milestones for the chamber during the last year?
We’re a traditional chamber. We’re also an economic development agency, and we’re a tourism development organization. We’re active in a lot of different places in the economy. What is notable in New Braunfels is that a lot of the visitor highs that we saw during 2020 and 2021 have stayed with us. We have a lot of visitors, but we’re also a desirable place to live due to the high quality of life. We’ve seen those trends persist, and we see a lot of opportunities on the horizon.
On the retail front, we’re a city located on the I-35 corridor between Austin and San Antonio. It’s a high-growth corridor, and we’re going to continue to see retail opportunities grow.
On the catalytic development side, the Co-Op Marketplace is an important development that’s creating places downtown for public use, featuring activities for kids, food and beverage, and also entrepreneurship opportunities. That’s the beginning of a large wave of infill, mixed-use developments that we should be seeing in this city. There are a ton of projects on the horizon that are going to redefine what it means to live and work downtown.
What makes New Braunfels a good place for businesses and people looking to relocate to your city?
It starts with the quality of life. We have two rivers running through the city. One is 70 degrees all year long because it comes out of a spring. From a geographic and geological perspective, this is an incredibly unique place to be.
Outdoor recreation and entertainment are also a part of it. There are fun places that attract visitation and attract people who value those assets. When you combine that with the fact that we’re in the middle of this mega-region, it’s the best of both worlds. We’re in a high-growth corridor with a ton of job opportunities and with a good workforce to build from if you’re starting a company. But we’re also a city with a unique identity, and that’s fun to live in.
What are the major economic drivers of growth in the region?
It starts at the state level, and the fact that there is no income tax. Texas has a favorable regulatory environment. When you look at the state and where the quality of life and economy are the highest, you find that it is in Central Texas or the San Antonio-Austin mega-region. So, you have the best state in the country, the best region in the state, and the best city in the region. Growth flows from there.
In terms of growth drivers, the advanced manufacturing sector is competitive, with a lot of interest from that sector in this region. I also think the office sector is underrated. I know there has been a lot of turbulence in that asset class over the last several years, but I think, especially with regional suburban offices, there are a lot of opportunities there as well. Finally, mixed-use catalytic development is another area of opportunity.
What trends are you seeing impacting local businesses?
Local businesses aren’t immune from national or even global macroeconomic trends. The workforce and related issues like childcare and other matters are particularly challenging. The workforce shortage is still a macroeconomic issue that businesses are struggling with. Additionally, the cost of borrowing money is another huge challenge. These challenges aren’t insurmountable, but they might affect the timing of a project.
What trends are emerging in terms of tourism to the region?
Our biggest markets are within the state: Houston, DFW, Austin, and San Antonio. Each of those regions operates differently. San Antonio, for example, operates more as a neighbor who visits for the day. But big trends involve the hotel market in our city. We will see several boutique hotels in development in the coming years. We’ve also historically been a summer destination, but we’re starting to see the calendar even out.
What about the business travel segment?
Convention business hasn’t yet returned to pre-pandemic levels, but it’s gaining ground each year. Here in New Braunfels, we have a major opportunity for small-group travel. I believe that every small to medium professional association in the state would love to have an event here at some point. Our challenge is getting meeting spaces near hotels.
What are the biggest infrastructure needs in the region?
First and foremost is the water supply and our capacity to deliver water to homes and businesses. There are also significant transportation challenges that are being affected by growth. The entire I-35 corridor is either under construction now or will be in the next few years. But it’s not just I-35, it’s the arterials and major roads that connect with it. For us, State Highway 46 is the most important transportation project, connecting New Braunfels to Seguin. It’s an important road, and it’s moving a little slower than it needs to be right now. That’s our top priority.
What other challenges or opportunities are emerging?
The challenges we face are not unique to us, and they’re challenges that can be managed. From an opportunity perspective, we have the opportunity to, first of all, rest on our core identity and heritage, and never depart from that, but still add value strategically.
From an employment perspective, we’re focused on high-skill, high-wage jobs. We’re focused on high-value creative, catalytic development. It’s a tremendous point of opportunity to get to choose and be strategic about what you want to see, and then to do it from the foundation of your core identity as a city.
