A regional destination: Texas’ second-largest retail store set to bring visitors to Cedar Park

With major retailers putting down roots and a convention center in the works near the H-E-B Center, Cedar Park is shaping up to become a regional destination, said Tony Moline, the president and CEO of the Cedar Park Chamber of Commerce.

“[NFM] is going to be one of those regional game changers,” Moline said, referencing the massive home furnishings retailer, which offers furniture, appliances, electronics and flooring. “This is going to have a massive economic impact. NFM draws a ton of visitors annually at its other locations. And so what that means is also a lot of foot traffic for other businesses.”

Under the city’s economic development agreement with NFM, the retailer is expected to bring in an additional $344 million in tax revenue over the next 25 years as well as hundreds of new jobs. Scheels is expected to open in 2026, and NFM is slated for a 2027 opening.

“This isn’t just about new development. It’s about delivering on a promise to our community. We’re putting Cedar Park on the map as a premier destination for meetings, events and hospitality,” said Cedar Park Mayor Jim Penniman-Morin.

A closer look

When completed, the Cedar Park NFM will be one of the largest retail spaces in Texas, encompassing around 1.3 million square feet, second only to The Colony location in DFW.

The development also features a city-owned convention center with meeting space and a ballroom. Additional highlights include a 297-room full-service hotel—the first in Cedar Park.

A full-service hotel typically caters to business and upscale travelers by offering a wide range of amenities, such as on-site dining, concierge, room service, laundry service and wellness facilities.

The 357,000-square-foot Scheels will include its signature 65-foot ferris wheel, a 16,000-gallon saltwater aquarium, wildlife mountain, arcade, Fuzziwig’s Candy Factory and a cafe.

The details

Jeff Lind, the company’s former chief strategy and development officer, previously told Community Impact NFM considered several cities across the country for a new store before choosing Cedar Park.

“One of our biggest considerations is the quality of life for staff that live in the area,” Lind said. “This was just an automatic home run.”

NFM announced this year that it has become a founding partner of the Parks and Trails Foundation of Cedar Park. The project is expected to feature more than 800 shade trees. Developers are planning on announcing new tenants over the coming weeks.

“We’re in the business of improving people’s lifestyles,” said Andy Shefsky, NFM public relations manager, in an emailed statement. “We were looking for a city that provides a high quality of life and has mutually aligned values with NFM. We believe Cedar Park provides both.”

Similarly, Scheels pointed to the strength of the local community as a key reason for choosing Cedar Park.

Digging Deeper

Capturing a retailer like NFM and Scheels was not happenstance. According to Dan Sousa, a spokesperson for Cedar Park, the city has been following a long-term strategy for destination-focused economic development.

He said the city proactively negotiated and offered $45 million in performance-based incentives and $4.5 million in infrastructure reimbursements, supporting property acquisition and coordinating with landowners and tenants.

The incentives are tied to specific deliverables, including a $400 million minimum local investment, 725 jobs created and $450 million in sales. Once these milestones are met, the city will disperse public incentive funds.

The CedarView mixed-use development is intended to diversify the local economy and increase tourism, Sousa said. It advances the city’s intent to create a destination-oriented commercial corridor and fulfills the longstanding goal of having a full-service hotel and convention center.

The city’s economic development team has already hosted more than 30 potential businesses this year—surpassing its annual goal—and has partnered with Marriott for the full-service hotel and conference center, according to city documents.

Looking ahead

Amid concerns about increased traffic in the area, the city has included plans for mobility improvements, sidewalks, shared-use paths and pedestrian crosswalks along New Hope Drive and on-site driveways.

New Hope Drive will be widened from four to six lanes between Block House Creek Drive and 183A Toll Road, including the construction of a high-capacity intersection at New Hope Drive and 183A, added traffic signals, improved utility services, and added pedestrian safety features.