The New Braunfels City Council approved the first reading of a $3 million incentive package to bring Top Golf to the Creekside shopping center in New Braunfels.

While city officials and the developers, NewQuest Properties, emphasized the economic benefits and long-term viability of the project at a June 24 city council meeting, some residents were concerned about the allocation of public funds and the necessity of the project.

How we got here

City officials presented a detailed plan to the New Braunfels City Council regarding the proposed investment to attract Top Golf to the Creekside area, on June 17, as previously reported by Community Impact.

Assistant City Manager Jared Werner and Jeff Jewell, director of economic and community development for the city, presented a plan aimed to fund both public infrastructure improvements and provide direct economic incentives to facilitate the establishment of Top Golf that would include:
  • $1.5 million toward upgrading Creekside's infrastructure using city and county property taxes, plus sales taxes
  • $1.5 million to incentivize Top Golf over six years paid in $250,000 increments, depending on whether the business maintains a $16 million property value and generates $5 million in yearly sales.
  • The city expects to recover this investment within 10 years through increased tax revenue and economic activity spurred by Top Golf and related developments.
What they’re saying

City officials believe the project is crucial for attracting visitors and enhancing the overall economic viability of Creekside.

The project is seen as a “catalytic initiative ... a domino effect ... to support the continued evolution of Creekside,” said Assistant City ManagerJared Werner.

Austin Alvis, President of NewQuest Properties, said the development company wants to ensure long-term success for tenants and the community.

"I do believe that retail changes over time, and that we have to be aware of the changing trends," Alvis said. "We're going to be thinking about the changes that we need to introduce over time."

However, some residents and critics argue that the project represents a misallocation of public funds.

“This is frivolous,” said New Braunfels resident David Wamke. "This is a poor use of money, and I'm amazed that we're just all in doing it."

What’s next

The proposal now moves to its next stages, including a second reading by the City Council on July 8 and subsequent approval by Comal County Commissioners Court on July 18.