2024 YEAR IN REVIEW
IN 2024,
the City of College Station focused on achieving the strategic goals set by the City Council while experiencing significant growth, remarkable innovation, and earning prestigious national recognition.
As we reflect on such a remarkable year, it is essential to review and document the accomplishments and initiatives that made 2024 an exceptional and memorable year for our organization and community.
MAJOR EVENTS AND TOURISM
This was an extraordinary year for tourism in College station. No one can forget the George Strait Concert and MEXTOUR international soccer game. However, separate from those two events, Visit College Station generated over 57,000 room nights for College Station hotels, including about 106,000 visitors.
USA Track and Field
Compete College Station staff welcomed 8,000 top athletes from across the country for the USA Track & Field National Junior Olympic Championships in July. The event spanned seven days and attracted thousands of spectators, resulting in an economic impact of more than $10.8 million, including $124,873 in sales tax and $248,462 in hotel occupancy tax revenue.
As a result, Sports Destination Management magazine recognized College Station with a Champion of Economic Impact in Sports Tourism award.
George Strait Concert
To ensure the George Strait Concert succeeded, the City assisted in planning meetings and securing volunteers with Texas A&M Athletics. The attendance of 110,905 broke the national record for a ticketed concert and banked $2.2 million in hotel revenue over two nights.
Mexico vs. Brazil Soccer
The City played a vital role in assisting Texas A&M Athletics with planning the Mexico vs. Brazil MEXTOUR soccer match and teamed with Destination Bryan to secure the State of Texas Event Trust Fund. A crowd of 85,249 packed Kyle Field, bringing in $1.4 million in hotel revenue over two nights.
Our Strategic Plan in Action
Develop and promote signature events, features, and venues for residents and visitors.
A DIVERSE AND GROWING ECONOMY
College Station generated $6.6 million in revenue by selling properties in the College Station Business Center. Two lots were sold to an HVAC distributor, and two more were sold to a local animal health company.
Our Strategic Plan in Action Support, expand, and diversify a consumer-oriented economy. Expand and diversify efforts to generate job growth.
The City continued collaborating with Amazon’s pioneering Prime Air drone delivery service, supporting the efforts to enhance safety and service to residents. This investment in innovation contributed to a renewed focus on entrepreneurship as a key strategic area, including a burgeoning partnership with a regional innovation center.
The City maintains a strong focus on targeted retail recruitment. Collaborative efforts among Economic Development staff, a retail consultant, and the Texas A&M University System culminated in the August opening of PopStroke. The family-friendly dining and entertainment destination near Century Square further solidified the area as the region’s premier entertainment district. The new opportunity for residents and visitors is a key target for retail trade. It reflects related retailtainment investments in College Station, including the Plucker’s Wing Bar with pickleball courts at University Town Center.
Here’s a complete list of new retail businesses:
• Bricks & Minifigs
• HTeaO
• Evie+Oak Children's Boutique
• Pluckers Wing Bar
• Crust Pizza
• Anchor Bar
• Cinnaholic
• King Buffet
• Half Baked Goodness
• Mochinut
• Varsity Grill House
• Clean Eatz
• Kyuramen
• Drybar
• Nautical Bowls
• Murdoch's
• Balanced Foods
• La Bodega Baja Taco Bar
• Roni's Mac Bar
• Burlington
• PopStroke
• Wild Pita
• McAlister's Deli (2nd Location)
• Voodoo Brewing Company
• JD Ranch Boutique
• Blo Blow Dry Bar
• Barks & Rec
• Dripping Spades Hattery & Lounge
• Side Porch Coffee Co.
• Wanna Taco
PARKS: PROMOTING SIGNATURE EVENTS
The Parks and Recreation Department has been engaged with programming signature events with broad appeal, ranging from longtime stalwarts such as the Starlight Music Series and Christmas in the Park to new favorites such as the I Heart America Independence Day celebration.
The year began with the dedication of two bird blinds in Lick Creek Park in January, followed by volunteers planting 100 trees in Bee Creek and W.A. Tarrow parks in February. The tree planting was funded by a $86,605 grant from the Texas A&M Forest Service Community Forestry Grants Program and helps achieve the goals of the five-year Cooling College Station plan.
Our Strategic Plan in Action
Seek grants and other outside funding.
In May, the Tomb of the Unknown Soldier Never Forget Garden was dedicated in Veterans Park. The all-volunteer project was spearheaded by local chapters of the Daughters of the American Revolution, Sons of the American Revolution, A&M Garden Club, and countless individuals. The monument commemorates the 100th anniversary of Arlington National Cemetery’s Tomb of the Unknown Soldier.
One of the year’s most compelling highlights was undoubtedly the I Heart America Independence Day Celebration at Wolf Pen Creek Amphitheater. In partnership with the College Station Noon Lions Club, the City hosted a lively concert and a spectacular fireworks and drone show. Over 3,500 people attended the event, establishing plans to continue the event annually.
The Larry J. Ringer Public Library also hosted significant signature events, including the Children’s Literacy Festival in partnership with Hyperbole Books. The event showcased six established authors who read from their works. The Library also hosted an eclipse viewing party for over 1,100 attendees. 9 YEAR IN REVIEW
GOOD GOVERNANCE: COMMUNICATING WITH CITIZENS
In October, Public Communications launched the monthly I Heart CS digital newsletter. After just two issues, the subscriber base for the colorful, magazine-style publication climbed to over 2,300.
Our Strategic Plan in Action
Share information and communicate with citizens about city issues through owned, earned, and paid media.
Did You Know?
The Public Communications team won national awards for a video promoting the City’s inaugural Christmas Parade in 2023 and the unique design of the Greens Prairie Water Tower.
The City-County Communications & Marketing Association awarded the creative team first place for the video, which generated excitement, received widespread online engagement, and helped attract more than 4,000 attendees.
The water tower was named the People’s Choice National Tank of the Year in a public voting contest. The eye-catching design is a tribute to College Station’s skyline.
UNIVERSITY AND COMMUNITY RELATIONS
To encourage better relations with the Texas A&M community, the City created a university and community relations manager position. The office made an immediate positive impact, partnering with the University’s new Off-Campus Student Services Office (OCSS).
Our Strategic Plan in Action
Continue partnerships with Texas A&M to educate renters.
Among its initial efforts was an extensive communication campaign about the City’s No-More-Than-Four unrelated occupants ordinance. The university and community relations manager organized walk and talks, helped the OCSS update its website with pertinent information about City codes, and provided promotional materials with accurate ordinance information.
The City and University also teamed to host over 2,000 students at an Off-Campus Student Carnival at 1207 Texas Ave. during Howdy Week. Several City departments participated in the carnival-themed event alongside University groups and non-profit organizations. Additional initiatives by the new manager include bi-monthly Off-Campus Student Services community luncheons at City Hall and monthly Be a Good Neighbor classes.
Did You Know?
Public Works installed 80 customized street signs in the Southside neighborhood. Residents approached the City in 2023 about customized street signs to commemorate the neighborhood’s 100th anniversary. The neighborhood fully funded the project, raising over $17,000 from residents and community friends.
SECURING RESOURCES FOR THE FUTURE
A significant milestone in 2024 was the City Council’s approval of three new water wells, demonstrating a commitment to protecting our water resources amid ongoing challenges. The potential water transfer to other areas threatens the stability of the City’s water supply and infrastructure. Additionally, increased water use driven by recent droughts and strong growth will continue to impact the deep underground aquifers, our primary drinking water source. The new wells and planned rehabilitation projects for existing infrastructure reflect the City’s strategic efforts to ensure a sustainable and reliable water supply.
An essential part of securing resources is maintaining existing resources and infrastructure. In 2024, the City rehabilitated the Greens Prairie Elevated Storage Tank by adding a 24inch motor-operated valve (MOV) and repainting the interior and exterior. The MOV allows operators to control the flow rate precisely, optimizing water distribution during peak and off-peak hours and reducing potential pressure surges that can damage pipes and fittings.
Did You Know?
Among the substantial capital projects completed were the widening of Rock Prairie Road West, the railroad crossings at Cain Road and Deacon Drive, the widening of Greens Prairie Road from Arrington Road to the county line, a traffic signal at Castlegate Drive and Greens Prairie Road, and a new fuel station on Arnold Road. This aligns with our Strategic Plan Action to “identify and fund a multi-year capital improvement program.”
| CITY OF COLLEGE STATION | 2024
Our Strategic Plan in Action
Protect the potable water supply and the ability to meet projected demands.
NATIONAL RECOGNITIONS
In 2024, College Station received many prestigious national recognitions and rankings in a variety of economic and social categories. Here are some of them:
#1: Safest and Most Affordable Cities for Families in the U.S. – Travel and Leisure
#2: Fastest-Growing Domestic Destination for U.S. Travelers – Trip Advisor
#3: America’s Next Boom Towns – 24/7 Wall St.
#4: Top College Towns in the U.S. – Bank Rate
#3: Top U.S. Cities for Fresh Graduates – Know Insiders
#3: Texas Cities with the Best Public Schools – Niche.com
#3: U.S. Cities with the Highest Growth of Homeowners Under 25 – Money Geek
#4: U.S. Cities with the Highest Growth of Homeowners Under 45 - MoneyGeek
#4: Most Dynamic Metros in Texas – Heartland Forward
#4: Best Cities to Live in Texas – Niche.com
#5: Best Performing Cities in Texas - Milken Institute
TECHNOLOGICAL IMPROVEMENTS
College Station continuously strives to engage its citizens efficiently and transparently.
Our Strategic Plan in Action
Expand mobile-ready technologies to inform and engage citizens on city issues and concerns.
Parks and Recreation and Capital Projects utilized GIS to launch interactive maps. The Parks Department’s interactive directory allows residents and visitors to search for a park by the desired amenity, such as pickleball, basketball, fishing, or disc golf. The CIP map informs citizens about project budgets, locations, and completion dates.
Electric Services has taken a more proactive approach to citizen communications with a new TextPower system that sends customers free text notifications and updates about outages.
College Station Utilities also implemented a new utility billing system, replacing a system developed in the 1980s with modern, cloud-based software.
Internally, the City has tracked its success through key performance indicators (KPIs) for years, but besides the annual budget, the public rarely saw metrics of how City departments perform. That changed in 2024 with the launch of a public-facing KPI dashboard.
The City also implemented a new internal IT Asset Management System to track technology assets used by every City department and function.
Our Strategic Plan in Action
Use technology to deliver services effectively and efficiently.
SERVING THE COMMUNITY
The L.E.A.D. Program was created in the summer as a collaborative effort with the Twin City Mission to provide essential support services to our community’s homeless, those at risk of homelessness, and other vulnerable populations facing housing instability.
The Housing Action Plan was adopted by the City Council in September and strives to address pressing housing issues and accomplish housing action items described in the City’s Comprehensive Plan. The two overarching goals of the Housing Action Plan are to create more housing units of various types to meet the growing demand and to produce and preserve affordable housing in the community.
Our Strategic Plan in Action
Have diverse housing choices, and property values are stable or increasing.
The Special Event Paid Parking Pilot Program was developed to address on-street parking congestion in residential neighborhoods and create a source of revenue to help the City cover special event expenses related to traffic control and public safety. After analyzing the data from the pilot program, the City Council ultimately chose not to implement a permanent paid parking program.
EMPLOYER OF CHOICE
One way the City serves its citizens is by recruiting skilled and highly qualified professionals. Significant strides were made in 2024 to maintain the City’s position as an employer of choice.
The City launched multiple wellness benefits:
• Two weeks of paid parental leave
• A wellness activity room
• Truist financial wellness program
• Lifestyle flex account
• Alternate summer work schedules
The City also participated in an RFP/review process for employee health clinic services. Based on the review and detailed discussions, the City initiated a new clinic relationship with Baylor Scott & White. The partnership will provide better service and lower costs while providing exceptional care for employees and their families.
Our Strategic Plan in Action
Attract and retain professional staff and be an employer of choice.
PROTECTING THE COMMUNITY
College Station remains deeply committed to protecting its citizens. In 2024, our Fire Department received an Assistance to Firefighters Grant to fund Active Attack Integrated Response Training, allowing them to partner with the Police Department, the Brazos County Sheriff, University Police, College Station ISD, and local churches to provide extensive training for responding to active shooter events.
Our Strategic Plan in Action
Seek grants and outside funding.
Additionally, the City continues strategically using resources to serve the community effectively. Following the Strategic Plan, the City moved from an automatic to a mutual aid agreement with the City of Bryan. The City also replaced one fire engine and four ambulances, and the design and construction of Fire Station No. 7 are underway. The facility is scheduled for completion in 2026.
Our Strategic Plan in Action
Ensure all agreements with external entities are fair and beneficial to the citizens of College Station.
Maintain and rehabilitate equipment, facilities, and infrastructure on a strategic schedule and establish reserve funds to enable replacement.
To provide firefighters with more uninterrupted time off between shifts, the Fire Department transitioned from a 24/48 schedule to a 48/96 schedule. This shift schedule, which maintains a 56-hour workweek, has gained popularity among fire departments nationwide. The change has positively impacted recruiting, retention, morale, and employee turnover while also reducing onboarding costs.
PLANNING FOR THE FUTURE
The second phase of the City-initiated rezonings to Middle Housing concluded in 2024 after about 1,800 individual lots were rezoned. Proactively creating middle housing zones allows responsible growth and higher market-based density to enhance housing affordability.
Our Strategic Plan in Action
Continue to plan with neighborhood residents to address concerns and capitalize on opportunities.
Did you Know?
The City repaved 29 streets covering 9.5 miles to 100% Pavement Condition Index (PCI) standards under the Street Maintenance Plan.
This aligns with our Strategic Action Plan, ensuring that City streets, sidewalks, bike lanes, and multimodal paths are well-maintained and free of hazards.
SUSTAINABLE AND MOBILE CITY
The City’s Cooling College Station plan was initiated in 2022 to combat urban heat islands by strategically planting trees. In 2024, the City Council allocated an additional $43,000 for planting trees. In addition, Public Works used its tree spade to relocate 12 trees that would have been destroyed during the upcoming state project to widen Highway 6. The City moved 44 trees in 2023.
Did you Know?
The City’s Solid Waste Division increased recycling collections by 80 tons and brush diversion by 170 tons. This aligns with our Strategic Action Plan to enhance conservation and recycling efforts.
FY24 APPROVED BUDGET:
$492 MILLION
FY24 FINAL BUDGET AFTER AMENDMENTS: $545 MILLION
FY24 OVERALL PERCENTAGE GROWTH IN SALES TAX 2.84%
| CITY OF COLLEGE STATION | 2024
IN 2025,
the City of College Station has renewed confidence and belief that our organization will continue to lead in progress and innovation for the lasting benefit of our residents and visitors.
