City of Rowlett, Texas
Market Feasibility and Land Use Plan
The Challenge
Located in the Dallas/Fort Worth area, the City of Rowlett, Texas has experienced rapid population growth that has outstripped the growth of employment and retail services in the community. To address this challenge and capitalize on two significant transportation projects—the extension of the President George Bush Turnpike (PGBT) and the extension of DART—the City created two separate districts to encourage continued commercial and industrial development. TIP was hired by the city to assist in the development of these properties—a 1,000-acre Technology & Research District (since renamed the Northshore Commercial District) and two tracts totaling 178 acres bordering Lake Ray Hubbard that are designated as an Entertainment/Waterfront District. The two districts were identified as significant opportunities for the city in their strategic plan, which was completed in May 2002 with assistance from TIP.
The Approach
The purpose of the analysis was to help the city determine the best development scenario for the properties and identify necessary funding requirements and funding options. In addition, TIP was asked to help design materials the city could use to 1) build support among Rowlett leadership and citizenry, 2) develop awareness of the project within the Metroplex area, and 3) identify potential developers and/or development partners. We began with an analysis of relevant demographics, including a market segmentation study that profiled the lifestyles and purchasing habits of local residents. Site analyses were conducted to identify any physical constraints associated with each property, such as flood plains, parcel size, and transportation access. Based on these findings, and interviews with community officials, landowners and developers, we prepared detailed reports for each district, including a large-format, graphically oriented document that was designed to attract the interest of the development community in the Technology & Research District.
The Outcome
The team assembled for this project found that Rowlett was well-positioned to pursue both districts. Favorable demographics, the availability of lake-front property, and an underdeveloped commercial and industrial market combined with the improved access afforded by the PGBT and DART extension, make the city a strong choice for expansion out of the Dallas area. TIP is currently working with city leaders as they move into the development phase.
