Real Estate Photographer in New Braunfels, TX

A Texas Hill Country town is preparing for another major retailer to open its doors, signaling continued growth for one of the hottest destinations on the I-35 corridor. Locals are watching closely as plans take shape for the new store.

The outdoor shopping giant Academy Sports + Outdoors plans to open its first full-line store in New Braunfels this November, the company shared in a news release.

While no official date is set, the 43,081-square-foot location is expected to create 60 new jobs and offer everything from athletic apparel to outdoor gear, hunting and fishing equipment and sports merchandise. But how did a single year make all the difference in turning plans into reality?

Filings with the Texas Department of Licensing and Regulation (TDLR), show the New Braunfels project dating back since late January 2025.The $4 million project immediately signaled the city’s latest major retail addition. By late summer, signage and visible progress at the site drew attention from residents watching the development take shape along the I-35 corridor.

The TDLR filings listed January 2026 as the estimated completion date, but locals now know Academy is ahead of schedule with its November opening only weeks away.

Founded in Texas in 1983, the major sporting good and outdoor retailer has grown to more than 300 stores across 21 states. The New Braunfels store will be its 117th Texas location, underscoring the city's rising profile as a retail destination.

Shoppers can expect top brands like Nike, Adidas, Jordan Brand, Carhartt, Titleist, Shimano, Brooks and YETI, along with Academy’s private-label products. The location promises to be a hub for athletic apparel, outdoor recreation and sporting equipment, giving locals a one-stop shop for their hobbies and active lifestyles.

Find it: 159 I-35 S., New Braunfels, TX 78130

Once a sleepy stop along I-35, New Braunfels has transformed into a bustling Texas Hill Country hub. Retail centers have sprung up, the restaurant scene has boomed, and landmarks like Buc-ee’s have turned from roadside curiosities into must-visit destinations.

Yet amid the rapid growth, one longtime favorite continues to embody the city’s small-town spirit: Pat’s Place.

Opened in 1977 just steps from the Comal River and Schlitterbahn Waterpark, Pat’s Place has served as a gathering spot for generations of locals and visitors alike. For nearly 50 years, the restaurant has anchored the heart of New Braunfels with its hearty burgers, enchilada plates and other dishes that feel as familiar as the faces behind the scenes.

Heather Larson recalled growing up in New Braunfels, coming to Pat’s Place with her family and reminiscing about her husband working there as a 12-year-old dishwasher. When the old owners considered selling to someone who wouldn’t maintain the restaurant’s traditions, the couple knew they had to step in. After years of effort, they finally purchased Pat’s Place, taking over one of the city’s most beloved institutions.

"It’s both a blessing and a challenge," Heather said.

When Heather and David Larson took over in 2022, they inherited more than a restaurant, they inherited decades of memories. The couple, both New Braunfels natives, were determined to preserve its legacy while allowing the space to evolve with the times. They added a Tree Haus deck and a back bar serving cocktails and mimosas, creating a relaxed space for brunch or post-river drinks without losing the restaurant’s family-friendly vibe.

"It means the world to us to keep Pat's Place open and keep the traditions going. We want other families… to remember how it was as well and bring their grandkids," Heather said.

Pat’s Place has also introduced a weekend brunch, which has quickly become popular. Heather said brunch has brought in younger families while still feeling like the same Pat’s locals have always cherished. Despite these updates, the heart of Pat’s Place remains its long-standing menu, with longtime favorites like burgers and enchilada plates still at the top of the list.

"We knew we couldn’t change the menu," Heather explains.

Pat’s Place has managed to stay relevant without sacrificing what made it special, a balance that’s increasingly rare in a fast-growing city like New Braunfels.

That nostalgia has become a talking point among residents. In a recent callout on the New Braunfels Local Facebook group, readers responded to MySA’s question about how they remember "Old New Braunfels," the version of the city that existed before chain restaurants, big-box shopping centers and exploding tourism.

Debbie De La Cruz remembered a simpler time, "when you had to ask your grandparents if you were related to someone before you could date them!" Rayanne Timmermann Albrecht reflected on childhood cornfields, free concerts near Freiheit Store and family farmland that now sits under Creekside’s development.

Albrecht wrote, "Growth is inevitable and good for cities when done responsibly...45 years later and I hear the voices of the new residents and know that's the love I once had for my city. Overall, I think it's time for those of us who have fallen out to move on and let the city take on its new life with its new crew. Everything changes and we must too."

Through it all, Pat’s Place stands as a reminder that while the city may grow and change, its roots run deep. The Larsons hope to keep that spirit alive for decades to come, one plate, one memory and one family meal at a time.

Find it: 202 S. Union Ave., New Braunfels, TX 78130

The New Braunfels Independent School District has indefinitely restricted access to its secondary school libraries, including New Braunfels High School, citing a new law as the reason for the decision. (SBG Digital)

NEW BRAUNFELS, Texas — The New Braunfels Independent School District has indefinitely restricted access to its secondary school libraries, including New Braunfels High School, citing a new law as the reason for the decision.

The law, which took effect in September, changes how public school libraries select and manage books, prohibiting materials deemed "harmful" or "indecent." It shifts decision-making power from school librarians to local school boards, granting parents more influence in the process.

Last week, the district decided to temporarily close its libraries to middle and high school students, describing it as a "responsible step" to review all library books to comply with the new law. While supporters advocate for stricter scrutiny of library materials, critics argue the district's decision is unusual.

Carolyn Foote, a former school librarian and member of the "Texas Freedom Fighters," expressed her concerns, stating, "What New Braunfels is doing is definitely an outlier from what's happening everywhere else in the state." She added, "There's a lot more that happens in the library than just students using the bookshelves, and so it's restricting all of that from students, which is very concerning to me."

New Braunfels ISD is the only major district in the area to close its libraries. Other districts, including Northside, North East, San Antonio, and Alamo Heights ISDs, confirmed they are complying with the new law but have not closed their libraries.

Supporters of the law argue it will increase transparency and parental oversight, while critics claim it disproportionately targets the LGBTQ community and may suggest their identities are inappropriate.

The district has not yet responded to questions about whether the library closures are in the best interest of students or if it could hinder access to valuable content. The school board is scheduled to meet tomorrow evening to discuss the restriction further, with more information expected by Friday.

Hungry patrons have long watched for a cult-favorite steakhouse to arrive in their Hill Country town, and now the wait is almost over. After months of anticipation and visible signage teasing the brand, construction is wrapping up on the Texas Roadhouse in New Braunfels.

The location is expected to open around mid-November with the site promising a full-service restaurant experience for locals and highway travelers alike, complete with the chain’s iconic hand-cut steaks, ribs, seafood, burgers and beloved cinnamon-butter dinner rolls. The project is estimated at around $2 million, and set to open on November 17, according to its website.

The excitement began years ago when rumors of a new Texas Roadhouse circulated among residents and on social media. While the company initially filed with the Texas Department of Licensing and Regulation in 2023, construction momentum did not pick up immediately. Original projections for a 2024 start were delayed, leaving locals to watch steel framing and signage gradually appear throughout 2025. Now, with the building taking shape, the community can finally see the vision coming to life.

The New Braunfels location is part of a growing retail and dining corridor along I?35. Its roughly 8,000-square-foot footprint will include a full-service bar, indoor seating and the casual, family-friendly atmosphere that Texas Roadhouse is known for nationwide. Its strategic location near major shopping and residential developments, including the sprawling Mayfair master-planned community, positions it as both a local favorite and a regional draw.

The store is expected to be a strong addition to New Braunfels’ expanding retail and dining scene, complementing other major developments such as Costco in Mayfair and other new restaurants and shops near the Town Center at Creekside.

For locals, the wait has been long but steady, with progress visible on the construction site over the past several months. From the first signage sightings to the steel and framing now taking shape, residents have tracked the restaurant’s progress. With the target opening just several weeks away, the Texas Roadhouse brand is poised to deliver its signature mix of steaks, rolls and an energetic dining experience for locals and visitors alike.

Find it: 3206 I-35 S., New Braunfels, TX 78130

Nicholas Hernandez is a digital reporter for MySA. Previously, he worked as an associate producer for NJ PBS’s nightly newscast. His bylines have appeared in Eater, the Bronx Times, AMNY, NJ Spotlight News and Bleu Magazine. A graduate of Seton Hall University, he also holds a master’s degree from the Craig Newmark Graduate School of Journalism in New York City. He is a member of the National Association of Hispanic Journalists.

After a two year community-wide process, the New Braunfels City Council adopted Envision New Braunfels, the community’s Comprehensive Plan. Envision New Braunfels won the American Planning Association award for Best Comprehensive Plan in the State of Texas in 2018, due to its community-driven process, innovative outreach, and its broad approach beyond the City organization with goals for the business community, school districts, medical industry, non-profits, tourism industry and more!

In Envision New Braunfels, residents noted a desire for more walkable/neighborhood-scale development, connectivity for all modes, innovative housing types, discouraging sprawl, preservation of historic assets, and protection of natural resources. To properly achieve this, the City must update its development codes: the Zoning, Subdivision Platting, Historic Preservation, and Sign ordinances. The zoning and subdivision ordinances govern how property can be used including regulations such as building height, setbacks between properties and rights-of-way, what uses are permitted, how many parking spaces must be provided for various development types, landscaping, the procedures for subdividing property or undertaking a larger development project, etc. The historic preservation ordinance outlines standards for each of the City’s historic districts, and the sign ordinance includes rules for height and area of different types of commercial signs.

The last time the Zoning ordinance was comprehensively updated was 1987, the Platting and Historic Preservation ordinances were written in the 1990s, and the Sign ordinance was written in 2006. New modern tools need to be adopted to properly implement the residents’ vision as described in the Comprehensive Plan. A new user-friendly, graphics intensive unified development code project has begun: New Braunfels Land Development Ordinance (LDO). As with Envision New Braunfels, the LDO is a public, community-driven process, although more technical in nature. We invite the entire community to participate in the project!

Initial Survey Feedback

The initial survey to collect community feedback on priorities for the LDO rewrite garnered 761 responses. Thank you to every resident who took the time to respond, since your replies are an important component in developing a community-driven code for the built environment.

Resident concerns covered a broad array of topics, but some general themes were apparent.

The detailed compilation of responses has thousands of comments, and runs to over 100 pages. Download a sample of survey responses reflective of the themes identified above.

What is an LDO?

Land development ordinances are a set of regulations, standards, and tools that describe what can be built where in New Braunfels. This includes zoning, but also other ordinances affecting land development in the City, such as subdivision platting, historic preservation standards, and the requirements for signs. This update project will not only review and update the content of these ordinances, it will also combine them into one central document, with an internally consistent and logical organizational structure.