- Mar 30, 2025
-
-
-
Loading
Loading
AUSTIN — After over 60 years away from his childhood home in Fort Worth, Donald Sampley recalls the essence of his upbringing: the rich scents of the stockyards, the city’s prosperity rooted in nearby ranches, and an ongoing struggle with its larger neighbor, Dallas. Now a resident of Houston, Sampley observes changes in Fort Worth that make it clear that his hometown is evolving.
Officials in Fort Worth are on the same page. Mitch Whitten, the chief operating officer of the city’s tourism organization, acknowledges the city’s commitment to enhancing its image as the 12th largest city in the United States, while celebrating both its Western heritage and contemporary culture.
This transformation was on full display at the annual Texas Tribune Festival in Austin, where Sampley joined thousands of attendees. The three-day event featured panels with state and national politicians, journalists, and Texas policy experts.
Whitten explains that this branding initiative aims to "open people's eyes" to the diverse offerings of Fort Worth and elevate its status as a desirable travel destination. The festival served as a platform to reach a broader audience, promoting Fort Worth beyond traditional tourism channels.
The festival was alive with the sounds of local Fort Worth bands, complimentary beverages from local breweries, and the aroma of delicacies from Fort Worth-based eateries. Whitten noted, “This is a conference about culture, politics, society, and the world, and we think it’s an unexpected place for us to be.”
Success metrics for this campaign will include tracking engagement through online ads, gathering feedback from festival attendees, and surveying Texas residents about their likelihood to visit Fort Worth.
Devarier Smith, a master's student at the University of Texas at Austin, previously believed Fort Worth was merely a military base. He expressed surprise at the extent of Visit Fort Worth’s outreach at the festival, highlighting the city’s potential to change perceptions.
Juaníta Olivárez, who relocated to Fort Worth in the early 1980s, initially resisted the move due to its “Cowtown” reputation. However, she quickly fell in love with the city’s welcoming atmosphere and vibrant culture. Olivárez is pleased to see Fort Worth expanding its brand at significant events like the Texas Tribune Festival.
Johnnye Soles, co-founder of Panther Island Brewing, noted that, as Fort Worth grows, it must prioritize supporting local businesses while enhancing its reputation. Whitten asserts that the friendliness of Fort Worth’s residents is its greatest asset. “We may not have beaches or mountains, but we have our people, and they make everyone feel at home,” he stated.
Fort Worth officials are also focused on infrastructure improvements, such as expanding public transportation and proposing a high-speed rail connection with Dallas and Houston. Recent investments include a $630 million renovation of the Stockyards, a key tourist attraction, and a $2.7 million joint investment with other Texas cities to capitalize on the arrival of the Michelin Guide.
With nearly 1 million residents, Fort Worth has emerged as one of the fastest-growing cities in the U.S., gaining over 48,000 new residents from 2020 to 2023. This growth brings both opportunities and challenges as the city seeks to maintain its small-town charm.
Whitten believes that Fort Worth can balance modern investments in art and microbreweries with its historic Stockyards charm. By focusing on its
Comments
Leave a Reply