Master Planned Communities Mean Business

Blake Tartt III President

The Houston area’s master planned communities have long been a haven for those desiring to live in a pastoral and affordable setting. But traditionally, choosing to plant one’s roots in an outlying master planned community or suburb came with an unpleasant trade-off: the necessity to commute long distances – and even long hours – for access to the inner city’s areas of employment and commerce.

Today, this trade-off may be nearing a welcome end. Several of Houston’s most successful master planned communities are evolving to the point where the need for their residents to drive for dollars is becoming a thing of the past. Major employers and growing-business hubs are themselves beginning to take up residence in Greater Houston’s master planned communities.

A look at The Woodlands offers some insight. Established in 1974 as the ultimate outpost for Houstonians seeking a secluded lifestyle, The Woodlands is today at a tipping point where residences, schools, amenities, retailers and Fortune 500 companies are harmoniously co-existing under the treetops.

The Woodlands’ impressive list of corporate citizens includes Baker Hughes, Andrews Kurth, Chevron Phillips Chemical, Halliburton and the headquarters of Anadarko Petroleum. Such heavy hitters and many other businesses of virtually every size employ 44,000 people. With 33,000 households in Woodlands, one must assume that the vast majority of Woodlands residents also work in their own community. And why not? They’ve already got access to quality regional education, medical care, daycare, a mall and one of the region’s most impressive Town Center developments. Plus, who wants to burn all that expensive gas driving to and from town.

A master planned community such as The Woodlands has proven that the long-established employer-employee relationship is being reversed. In the past, workers had to travel or even relocate to centers of employment. Today, employers are realizing that to acquire of some of the best intellectual capital, they are the ones required to make the move.

In addition to a localized workforce, every Houston-area master planned community offers businesses another important advantage: what can be called de facto zoning. Within Houston, a city without zoning, a prestigious restaurant such as Tony’s could be located next to an auto shop. You won’t find this curious mix in a master planned community. Businesses are instead placed into districts where each individual benefits from a holistic approach. Plus, all businesses are required to conform to signage and aesthetic standards. When looking for locations, many developers like this kind of controlled environment.

Cinco Ranch, a Newland Community on Houston’s west side, is a master planned community where commercial development is taking off. Originally attracted to the area’s excellent schools and proximity to the I-10 energy corridor, Cinco Ranch dwellers are being offered more and more opportunity to work close to home.
 
For starters, Vista Equities Group and Amstar Group are under construction with LaCenterra at Cinco Ranch, a $50-million mixed-use project that will feature 240,000 square feet of retail and office space. The development will also boast outdoor community facilities, within an inviting pedestrian-friendly environment reminiscent of a traditional town square. Naturally, the development will be a boon for the community’s spirit, but will also attract businesses and local employees alike.

Veranda at Cinco Ranch, a 60,000 square-foot garden-style office development already under construction, will cater to professional offices, medical and consumer services. This type of venue is ideal for the local Cinco Ranch businessperson looking to establish a financial foothold much closer to home.

Another factor impacting Cinco Ranch, which may initially seem contrary to the notion of working close to home, is the recent opening of the Westpark Tollway. Offering quick access to the Texas Medical Center, Galleria area and downtown Houston, the tollway is a new economic avenue open to Cinco. Not only can Cinco Ranch workers travel quickly travel to Houston’s business centers, but their inner-city counterparts can also attend a meeting in Cinco Ranch with the same levels of speed and convenience.

The city’s southwest side is experiencing a similar trend. Sugar Land Town Square is a landmark mixed-use development for the area, and the Sienna Plantation master planned development has benefited from nearby economic enhancements such as the Fort Bend County toll road.
 
As more and more employers move to where the residential rooftops are, the old notion of Houston-area master planned communities is rapidly changing. Instead of being a haven defined by its school system, neighborhood standards, or high-value housing, today’s master planned community is effectively becoming a city unto itself; offering the same kind of conveniences and employment opportunities found in the inner city.