Situated on Van Horn Trace Road with immediate frontage to I-35, Emerson at Trace offers residents swift access to central San Marcos, New Braunfels, and other major metropolitan areas and economic hubs along the I-35 Corridor from Austin to San Antonio. Additionally, many of the region’s most notable retailers and restaurants are within a 15-minute drive. Highlights include the San Marcos and Tanger Outlets, featuring over 220 prominent retailers, Downtown San Marcos with its 45+ bars and restaurants, and Downtown New Braunfels. Other notable destinations include Stone Creek Crossing and Red Oak Village. This proximity to dynamic retail centers and vibrant downtown areas is a significant selling point for prospective tenants.

Texas State University has announced its transition from the Sun Belt Conference to the Pac-12 Conference, effective July 1, 2026. This strategic move is designed to boost the university’s national profile and enhance the visibility of San Marcos, Texas. By joining the historic Pac-12, Texas State will gain increased exposure and opportunities in both academics and athletics. With current enrollment exceeding 40,000, Texas State aims to reach 50,000 students by 2030. This transition aligns with the university’s strategic plan to achieve R1 Carnegie research university status by 2027.

The move includes substantial investments in athletics infrastructure, such as a $37 million football training facility. The university anticipates up to a 20% increase in athletics revenue, supported by the Pac-12’s media rights deal, which extends through 2031. San Marcos is expected to experience economic growth through increased tourism and national exposure, reflecting Texas State’s commitment to advancing its academic and athletic programs.

H-E-B is set to open its third location in San Marcos, a state-of-the-art 114,000-squarefoot store strategically positioned along I-35 and McCarty Lane, only a 5-minute drive from the property. Scheduled to open in October 2026, this facility will feature pharmacy pickup spaces, a dedicated curbside area with parking, and a fuel station. It will also house the first True Texas BBQ restaurant in San Marcos. City officials have highlighted the store’s significance in providing a “much-needed” grocery option to the east side of I-35, supporting the rapidly expanding community. The new location is expected to create substantial employment opportunities, with 212 full-time and 238 part-time positions.

The southern part of San Marcos has increasingly become the city’s core economic engine, aside from Texas State University. This area hosts multiple major distribution facilities, large hospitals, a regional conference center, and significant hotels and retail centers, all of which provide employment to thousands of San Marcos residents. Within a 10-mile radius, key employers include the Amazon SAT-2 and SAT-6 distribution facilities with 5,000 employees, Texas State University with 3,040 employees, the San Marcos Outlets with 3,140 employees, the Central Texas Medical Center with 1,270 employees, and the HEB Distribution Facility with 500 employees. The presence of these major employers underscores the area’s desirability and reflects the ongoing growth in the region.

Emerson at Trace is ideally situated equidistant between San Marcos and New Braunfels, both within a 15-minute drive. These cities are at the epicenter of significant in-migration and population growth in the Central Texas region. Within the next 5 years, Hays County’s population is projected to grow by 11.9%, outpacing the Austin Metro.

Fueled by rapid population growth, relative housing affordability, and a deepening labor pool, San Marcos has become a focal point for capital flowing into Central Texas—emerging as a hotbed for industrial, retail, data center, and mixed-use investment. Currently there is over $2 billion+ in capital investments being made into the region totaling 15 million+ square feet of mixed use, retail, and industrial development. The current developments plan to add an additional 3,000+ jobs to the local labor market.