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May 2024 Dallas Market Blog

May Market Updates: DFW A Thriving Hub of Growth and Innovation

The Dallas-Fort Worth metroplex continues to solidify its reputation as a dynamic and rapidly growing region, attracting businesses, residents, and investments alike. May 2024 was a particularly noteworthy month, showcasing the region’s diverse economic strengths and its commitment to innovation and collaboration.

Keurig Dr Pepper Expands Footprint in Dallas-Fort Worth

Keurig Dr Pepper Inc. is establishing a 389,000-square-foot distribution hub in the Trinity West Business Park in West Dallas. The company outgrew its Irving facility and opted for a long-term lease in the nearby Trinity West, a development by Houston-based Lovett Industrial. The new facility will include a shipment center with office space and is expected to be completed by August.

Keurig Dr Pepper headquarters in Dallas, TX

With nearly 28,000 employees and $14 billion in revenue last year, Keurig Dr Pepper’s expansion into Trinity West is a significant addition to the industrial leasing activity in the Dallas-Fort Worth metroplex. This move aligns with a broader trend of robust industrial leasing in the region, highlighted by other notable deals like Frito-Lay North America Inc.’s lease and Post Consumer Brands’ lease in the first quarter of the year (Dallas Business Journal).

The Saginaw location was strategically chosen for its smaller market and limited competition. Firehouse Subs and Liquorland will also be tenants at the development, with some space remaining for a fourth business. The City of Saginaw provided grant funding to aid in the project, and Blazing Hospitality Inc., the real estate developer behind the project, has wide-ranging investments in Texas. 

North Texas Cities Lead the Nation in Growth

North Texas is experiencing a population boom, with five of the top 15 fastest-growing cities in the nation calling the region home. Leading the charge is Celina, with an astounding 26.6% population increase between July 2022 and July 2023. This growth rate is over 53 times higher than the national average of 0.5%. Other North Texas cities like Princeton (22.3%), Anna (16.9%), Prosper (10.5%), and Forney (10.4%) also experienced significant expansions.

This boom isn’t limited to smaller cities, as Fort Worth saw its population grow by over 21,000, making it the second-fastest growing large city in the country. Collin County, home to many of these growing cities, added the second-most residents nationwide. Similarly, Tarrant, Denton, and Dallas counties experienced substantial growth. This surge is driven by the area’s robust job market and desirable quality of life, attracting both businesses and individuals.

Dallas Skyline
Matthews Southwest’s Film and Television Studios Set to Transform South Dallas

Matthews Southwest Inc. and Talon Entertainment Finance are collaborating to revitalize South Side Studios, a historic television studio in Dallas. The partners aim to utilize the Texas Media Production Development Zone Program to secure tax incentives for the renovations. This program encourages the development of production sites by offering a two-year sales and use tax exemption.

The proposed project, which is estimated to cost $8.7 million, includes creating three separate sound stages and various improvements to the existing facilities. Upon completion, the expanded studio is projected to generate 86 jobs and have a regional economic impact of $13.6 million. The project is scheduled to be presented to the Dallas City Council for approval.

Council Member Adam Bazaldua has expressed his support for the project and urged the city to explore the possibility of designating additional areas, like Fair Park, as media production development zones to further stimulate economic growth in the region.

The sheer scale of this development is expected to not only create a significant number of jobs, but also bolster the local economy by attracting production crews, talent, and associated businesses. This initiative also positions Dallas-Fort Worth as an emerging hub for film and television production, diversifying the regional economy and enhancing its cultural landscape (Dallas Business Journal).

Nations HQ Relocates to Garland, Texas, from California

Nation’s, a fast-casual restaurant chain known for its large portions and diverse menu, has relocated its corporate headquarters from Northern California to Garland, Texas. This strategic move coincides with the opening of the company’s first Texas location in Frisco, followed by a second in Arlington featuring the company’s first online order drive-thru.

With a 72-year history of company-owned locations in California, Nation’s is now embarking on an ambitious expansion plan, aiming to open 30 franchised locations in North Texas over the next five years. The decision to expand into the Dallas-Fort Worth area was driven by the region’s rapid growth and economic opportunities. Under the leadership of owner and chairman Grant Power, the company has doubled its sales in the past 15 years, with each location generating approximately $2.3 million in annual revenue.

The company’s move not only brings jobs and investment to the region but also serves as a powerful endorsement of its economic potential. This relocation is likely to attract the attention of other businesses considering a move, further solidifying the region’s reputation as a desirable destination for corporate headquarters and contributing to its ongoing growth.

Texas Economy Shows Resilience and Growth Potential

The Texas economy experienced moderate growth last month, with the manufacturing sector rebounding while the service sector slowed down. Job growth remained steady, maintaining a slightly above-average pace, and unemployment rates held firm. The labor market showed no signs of weakening, as layoff notices and jobless claims remained stable. Price pressures eased, and banks reported a decrease in loan demand.

Downtown Dallas lit up during the daytime

Despite typical economic fluctuations, the overall outlook for Texas remains positive, with businesses expressing optimism for increased activity in the coming months. Notably, a majority of Texas firms are embracing artificial intelligence (AI) technologies, primarily for marketing, business analytics, automation, and customer service. While concerns exist about potential job displacement due to AI, many businesses expect either no impact or a shift in the types of skills required, rather than a reduction in overall workforce numbers.

The Texas Employment Forecast projects a 2.3% increase in jobs for 2024, exceeding the state’s long-term average. While some businesses report heightened uncertainty about the current economic landscape, the majority anticipate improved production and revenue in the near future. This optimistic outlook, coupled with the ongoing adoption of AI technologies, suggests a promising trajectory for the Texas economy as a whole (Federal Reserve Bank of Dallas).

North Texas attracts both national chains like Portillo’s and CosMc’s, along with independent restaurants. Local favorites like Sidecar Social are expanding, while upscale restaurants find a home in new developments across the Metroplex. 

Regional Collaboration: A Key to Economic Success in Texas

Texas’ booming population and economy is not solely concentrated in its largest cities. In fact, smaller cities and towns across the state are experiencing significant growth, demonstrating that opportunities and a high quality of life extend beyond urban centers. This growth has spurred collaboration among local economic development organizations, who leverage shared resources to attract new businesses and investments.

The Council for South Texas Economic Progress (COSTEP) exemplifies this collaborative approach. By acting as a liaison between potential investors and local entities, COSTEP promotes the region’s assets, such as its skilled workforce and logistical advantages, to attract businesses seeking nearshoring capabilities. This teamwork benefits all communities in the region, even if a company chooses to locate in a specific city. The resulting economic activity, such as the creation of over 100 jobs from the Rich Products expansion in Brownsville, impacts the entire area.

Similarly, the Dallas Regional Chamber focuses on marketing the Dallas-Fort Worth metroplex as a unified region,highlighting its diverse strengths and fostering cooperation among different communities. This collaborative strategy has proven successful in attracting major projects like the Dallas-Fort Worth International Airport and the ARPA-H Customer Experience Hub.

Texas’ commitment to regional economic development, where the success of one area benefits the entire state, has created a business-friendly environment that continues to attract companies and fuel growth across the state (Site Selection).

Neiman Marcus flagship store in Dallas, TX
Neiman Marcus Embraces Digital Transformation with New Data Center

Developers PowerHouse Data Centers and an affiliate of Harrison Street have acquired a 50-acre site in Irving, formerly a Neiman Marcus distribution center, to construct a massive data center hub. This project aims to capitalize on the escalating demand for data storage and processing capabilities, driven by the growth of artificial intelligence and cloud computing.

The planned PowerHouse Irving campus will comprise three data centers, each with a power load of 67 megawatts, totaling over 946,000 square feet. Construction is expected to commence in early 2025, with the first building anticipated to be operational by the end of the following year. This move marks PowerHouse Data Centers’ first venture into the North Texas market, reflecting the region’s increasing prominence as a data center hub.

Dallas-Fort Worth currently holds the second-largest data center inventory in the United States. The demand for data center space has surged, while land availability has dwindled, making Irving an attractive location due to its skilled workforce, central location, and business-friendly environment. This development follows other recent data center projects in the region, further solidifying Dallas-Fort Worth’s position as a key player in the digital infrastructure landscape (Dallas Business Journal).


As the Dallas-Fort Worth metroplex continues to evolve, its commitment to collaboration, innovation, and strategic planning positions it for sustained growth and prosperity. The region’s diverse economic landscape, coupled with its skilled workforce and business-friendly climate, ensures that it remains a magnet for businesses and individuals seeking opportunity and a high quality of life. With ongoing projects like the PowerHouse Irving data center campus and the expansion of film production facilities, the future of the Dallas-Fort Worth metroplex looks brighter than ever.

Since 2019, Rise48 Equity has completed over $2.21 Billion+ in total transactions, and currently has $1.78 Billion+ of Assets Under Management located in Phoenix and Dallas. All of the company’s assets under management are managed by Rise48 Equity’s vertically integrated property management company, Rise48 Communities.