North Brownsville in 2004. This area has experienced so much growth over the last five years that it has helped reverse the trend of people going to shop at Harlingen and McAllen. This picture doesn't even show the new growth that has happened in the last year! Just ten years ago, people in Brownsville would travel the 20 minutes to Harlingen or even 55 minutes to McAllen to go shop, eat, and entertainment. Harlingen has the Valle Vista Mall that had a food court (something that was sorely lacking in either of the two malls in B’ville, Amigoland Mall & Sunrise Mall) and good brand name store to shop as well as retail restaurants such as The Olive Garden. McAllen, of course is the Mecca for shopping and eating as it has dozens of national stores and restaurants to choose from with more opening almost every few months and not to mention the recently renovated La Plaza Mall with about 120 stores. This mall is the largest of the RGV (Rio Grande Valley) and attracts visitors from Monterrey, Harlingen, Brownsville, and many more cities. It’s so busy, especially on weekends, that finding a parking space is like finding gold in a river; every body flocks to it and fights for that space.
McAllen and Harlingen were profiting from Brownsville because of the lack of choices to go shopping and eating. Brownsville did have two malls, Sunrise Mall and formally The Amigoland Mall (now closed and sold to UTB/TSC). But even with the two malls, there was not much in national brand name stores to attract customers that the two other cities were attracting. Other than the two malls, there was virtually nowhere else to go shopping.
Brownsville was literally crying for more choices in retail stores and restaurants. You could read it in the Letter to the Editor in the Brownsville Herald and people talking about it over conversations as people would go shopping. It was in the air: more stores and restaurants, please. How funny, because Brownsville is the largest city both in population and size. Ten years ago, the population was nearly 100,000 (1990 Census) but the city was not attracting the kind of retail stores and restaurants that people wanted; hence the exodus of people that would go shopping at Harlingen and McAllen. These two cities would even boast how they were siphoning customers away from Brownsville and into their cities. Brownsville was losing the battle and eventually the war on convincing people to buy in Brownsville. There were even campaigns to get people to buy in Brownsville but few listened and continue their weekly trek to Harlingen and McAllen.
This exodus to Harlingen and McAllen began to change in 1997 with the arrival of Target, Applebee’s, Michael’s, and Office Depot that was built in a new plaza on Boca Chica Blvd across from Wal-Mart. Boca Chica Blvd, prior to the new plaza, was the Mecca for eating as there were many fast-food restaurants to choose from. Remember Rally’s, Checkers, Wendy’s, Whataburger, and others? There were few restaurants but even fewer national restaurants on Boca Chica. But with the advent of Target and Applebee’s, people began to wonder if this was the beginning of a new era in new stores and places to eat.
By late 1997, there was something adrift in the air that people could sense. Something very big was coming and rumors began to spread about the impending doom of Amigoland Mall and a new, larger remodeled Sunrise Mall. The thought of losing one of our malls had mixed reaction. Some (such as I) dreaded the idea of losing a mall. I had always and will always prefer the Amigoland Mall to Sunrise Mall because for whatever reason, I had a more attachment to this mall. It could be that the Amigoland Mall opened at about the same time when I was born or that this mall was the first mall that I went to when I was a kid. I loved the architecture and the ambiance. Even when I began to drive I would rather travel the 15 to 20 minutes (or even longer if the train blocked the way) to make it to Amigoland Mall. To me, this was my place as well as to many others. This was also the place where I met my wife. I met her in 1999 working in two stores: ECT (I used to call it ecstasy!) and Her Place. I was working with my parents at The Nut House, just a few steps away from the girl who would become my wife. About one quarter of my life would be erased if this mall closed, I would think to myself. But to those of us who believed in this mall, we refused to acknowledge the rumors. No one in their right mind would let go of this mall. To others, this was necessary and even long past over due because the demographics, the train switch yard, and the long lines to the B&M Int’l Bridge made going to Amigoland Mall difficult, if not impossible. The era of Amigoland Mall had come to an end, critics would say. And end it did just a few short years later.
In late 1998, the rumors were confirmed, The Sunrise Mall would be renovated and expanded to twice its current size from roughly 500,000 sf to 1 million sf and would cost $50 million for the expansion and renovation. This was incredible news because nothing like this had happened since 1980 when the Sunrise Mall was built. Finally, more name brand stores with even a food court! Even better was that another shopping strip plaza would be built where K-Mart would relocate and would be called Sunrise Commons. The promises of new national retails and restaurants coming to town were salivating in peoples’ mouth as the anticipation and waiting was hard to bear. It was like waiting for that turkey on Thanksgiving Day waiting all day smelling the sweet smell of turkey, mashed potatoes, stuffing, and everything that came with turkey but having to wait until night to eat. But it would be all worth it at the end when you got that first taste of that turkey.
But the questioned lingered and a new one arose. First, would the Amigoland Mall close? And second, was Sunrise Mall taking a huge risk by investing $50M in a demographically poor and stagnant area where the household income was less than twice the national average? It was possible that we could end up losing both malls if this one became a failure. What national retail/restaurant would want to come to Brownsville? Could the market sustain them and make them profitable? These are questions that every company must ask itself before investing huge sums of money into any market. But people didn’t care, they wanted this mall to hurry with its expansion and fulfill their promises.
When the news of the Sunrise Mall expansion and renovation hit McAllen and Harlingen, it sent shivers down their spines. Could it be possible that the Brownsville mall beat McAllen’s mall by attracting more people to Brownsville? Could the trend of pulling people from Brownsville be reversed? Not by my chini, chin, chin!! Right away, McAllen began looking into expanding and renovating their mall to meet or even beat Brownsville’s mall renovation. Hundreds of millions or even billions of dollars were at stake. The McAllen mall would draw millions of visitors a year from Monterrey and other wealthy Mexican cities and the Rio Grande Valley. The La Plaza Mall was the most profitable mall south of San Antonio and most of the US. McAllen was no longer gloating. This was serious. McAllen could fall behind Brownsville if they didn’t do something. Soon after the Sunrise Mall announcement, the La Plaza Mall announced their intentions to renovate and even bring in a Foley’s store. It would be bigger than the Sunrise Mall expansion. In Harlingen, the city leaders were either asleep, ignorant, or shocked and in disbelief that they did not take any action, such as McAllen did. They figured that The Valle Vista Mall would still be attractive to Brownsville since it had always been that way. Even a few stores began to open. Harlingen remained silent and concentrated its efforts to bring more industry to the region and expand its medical facilities.
Not soon after the Sunrise Mall expansion, other shopping centers and hotels made their intentions of coming to Brownsville, such as Chili’s, Chucky Cheese, Johnny Carino’s, IHOP, Rudy’s BBQ, Marshall’s, Old Navy, Just for Feet, Best Buy, Toy ‘R’ Us, Hawthorn Suites Hotel, Marriott Hotel, and the Red Roof Inn to name just a few that would open or break ground a year later. More announcements were sure to come and did.
In the summer of 2000, the newly renovated and expanded mall began to open its doors to the thousands of people waiting for the grand opening. And boy was it a grand opening. In the first weekend it reopened, there was an estimated 100,000 people visiting the mall per day! Success was accomplished. Fears of failure were diminished with every passing day and months. More shopping centers announced their comings such as the Sunrise Palms and Sunrise Corner. Not far from the Sunrise Commons, on Alton Gloor (Tejon Rd) and Frontage Rd, Wal-Mart was planning to build their first super center along with a larger Sam’s Club. That area then began to attract hotels, restaurants, and other retail stores. Things finally began to look up for Brownsville, a sleepy little town turned into a city practically over night. The 2000 Census showed Brownsville at 140,000 people and growing exponentially and could even hit the 200,000 mark by 2010 (which is very possible as the unofficial population stands at about 160,000 in 2005)
Near the intersection of Paredes Line Rd and FM 802 (now called Ruben M. Torres Bldv), Mr. Hudson had a vision of creating the Paseo del la Resaca 1,000 acres community village that would have residential, retail, and restaurants. It will also include the Village Center that will become the power center that would have over 500,000 sf of retail, restaurants and even a hotel and Mr. Hudson likened it to the San Antonio River Center as the Village Center will be built along some of the seven mile long man made Resaca that will sport a linear park around the Resaca and have bridges and boat ramps. HEB constructed their store on the corner of Paredes Line Rd and FM 802 and the mini mall Paseo Plaza and other stores made their home there. By 2005, nearly 80 percent of the planned Paseo de la Resaca has been completed and only the Village Center, Paseo Real II, and another office subdivision remain to be completed. This whole area exploded with growth where once cattle and even deer roamed. Paseo de la Resaca resides only a couple of miles from the Sunrise Mall via FM 802 and the Future Morrison Rd (will connect Alton Gloor with FM 511 once complete; the section between McAllen Rd and Pablo Kisel has been completed).
Within the past year, newer shopping centers are coming as well as new hotels, office buildings and banks. Just to name a few: Morrison Crossing Power Center (Home Depot and Petco are already open and more to come next year), Las Tiendas Plaza (across from Morrison Crossing and will sport a Super Target, Goody's, Hobby Lobby, Dress Barn, Famous Footware, Fashion Bug, Dots, Office Depot, Petsmart, TJ Maxx, Payless, Radio Shack, Taco Cabana, Payless Shoe Store and a Bank), Courtyard Hotel (broke ground and is under construction), First National Bank (completed), 2 ½ -story Plaza Escondida Office building (complete), South Texas Rehab Hospital (complete), Bed Bath & Beyond, the 4-story Staybridge Hotel, Mens Warehouse, and Carnival Shoes (at Sunrise Palms and others under construction), and really so much more retail, restaurants, office buildings, banks, and others that are too numerous to mention. All this growth within a mile radius of each other. The growth is phenomenal. Just this year, Morrison Crossing developers announced four 4 to 8 story buildings housing a medical center, hotel, offices, and apartments at their location. There was no definitive date as to construction but it will surely come within the next few years. The idea is to have a continuous one mile radius consisting of retail, offices, banks, and more between FM 802 to Alton Gloor. Already, a Super 8 Motel opened a 3-story hotel at the intersection of Expressway 77/83 and FM 511! The Driscoll Children’s hospital also opened between Alton Gloor and FM 511 along the expressway. And if this is not enough for you, how about another 1500 acre planned community village similar to the Paseo de la Resaca on the corner of Expressway 77/83 and FM 100 (the highway to Los Fresnos and SPI)!! This place will include hotels, retail, restaurants, etc with residential housing to go along with it. That’s on the door steps of San Benito and Harlingen!! The city limit ends at the intersection of FM 100 and Expressway 77/83. Now that’s growth! But don’t think that all this growth is happening in the north part along the expressway. No sir, it’s happening all over town with another Super Wal-Mart that opened on the intersection of FM 48 (to SPI) and FM 802 and not to mention all the businesses that is popping up all over this place. Also, there are so many more coming too numerous to list. How ‘bout Hooters? Got it!
You see, Brownsville is no longer this sleepy little town where life would just pass us by. We can truly call ourselves a “city”. We entered the 21st century with a bang and don’t seem to abate any time soon. In fact, it may just get a whole lot bigger and better. Who needs Harlingen or even McAllen? I certainly haven’t been going there as often as I used to and that’s true for the tens of thousands of people who shop Brownsville first. There’s no need to if Brownsville has what McAllen has. I won’t even mention Harlingen as that town is a dud as it continues to lose retail tax base at an astonishing $300M a year (read it in the Brownsville Herald)!! Yeah, they (Harlingen) can boast better and higher paying jobs but where do people go once they left work? Shopping!! Now they come to Brownsville to do their shopping and eating. Ten years is all it took to reverse the downhill trend that Brownsville was headed.
McAllen may still be the power hub of the RGV but I can guarantee you that Brownsville is gaining ground and very fast. Now, Brownsville can boast that it’s attracting retail and businesses first before they open in McAllen. Before the trend was that a national retail store would open in McAllen, then Harlingen, and finally Brownsville (if they even dared to go this far south). Now, it’s beginning to look the other way. Harlingen even gets bypassed altogether now.
One thing is for sure, I don’t hear McAllen or Harlingen gloating or boasting their economies. Instead, I hear the inevitable sound of construction and boom of hammers hammering away building a better, more prosperous city we like to call: Brownsville; “on the border, by the sea.”