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Austin FC's second location opens to the public on Saturday. (Claire Partain/Austonia)
With the Texas Capitol well in view of the new location, the club's new 3,100 square foot store at 506 Congress Ave. will bring Verde merch to a centralized location. The store, which opens to the public on Saturday, will feature "a jersey customization station, apparel, headwear, and novelty items" as well as merchandise with jersey partner YETI.
Austin FC's location on Congress is minutes from the Texas Capitol. (Claire Partain/Austonia)
Repurposed from an old bank, the new store also features downtown conference rooms and a shared rooftop deck that can be used for community and event spaces. Although smaller than the Q2 location, the new store includes exclusive collaborations with artist Will Bryant and could include holiday and Austin-centric touristy items in the future.
The store was created due to fan demand and the club's widespread fanbase from all corners of Central Texas. Nestled in the city's famed downtown, the club will connect with Austinites and out-of-towners alike with its second location, according to Austin FC President Andy Loughnane.
"The Verde Store on Congress is another great opportunity to interact, spend time and celebrate with our fans while expanding our reach to a new audience," Loughnane said. "Austin FC supporters have been incredible during this first year, and we look forward to getting to spend more time with them in the new downtown store–which will undoubtedly serve as a gathering spot for those who love the Verde and Black."
The store will be open Monday through Saturday from 11 a.m. to 7 p.m. and Sunday from 12 p.m. to 4 p.m. with extended holiday hours and will stay open year-round through 2022.
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North Austin has transformed in the past 20 years, now housing the Museum of Ice Cream and Q2 Stadium. (Laura Figi/Austonia)
A little over a mile away, fans pack into Q2 Stadium, Austin's first professional sports stadium and home to the Austin FC professional soccer club, which is midway through its first season.
As the world tiptoes back to normalcy despite a continuing pandemic, North Austin continues to court new businesses that are making a major impact on both the city's economy and the local landscape. But with all of this change and development, how do longtime residents and business owners feel about North Austin's sustained growth?
After all, North Austin has changed significantly over the years. After some started calling the city "Silicon Hills" in the 1980s due to the influx of tech companies to the area, many of those companies settled in North Austin, with some of them opting to office at the Domain—a retail, entertainment, office and residential complex that quickly became a second city-center after it opened in 2007. Even Apple, which already has a significant presence in town, plans to mark the 30th anniversary of its first Austin office with the debut of a $1 billion campus in Northwest Austin in 2022.
(Shutterstock)
Mike Lavigne has lived in North Austin for more than 20 years and has been a resident of the Crestview neighborhood since 2002.
"We have a 12-year-old daughter and I can't think of a better place on earth to raise a child," Lavigne said. "(The neighborhood) is mixed in terms of age and economic status. It still has diversity and, most importantly, it has families."
Lavigne said that as a whole he appreciates the role that places like the Domain serve in Austin.
"We need those multiple city centers. The Domain and Mueller are the few places that have been able to take some of the stress off single-family neighborhoods," he said. "I like that there's a place for apartments and retail and all of those things that don't need to be everywhere but do better when they're together. I think that's necessary and it's a smart way to grow."
That doesn't mean, however, that Lavigne isn't concerned about the impact that the influx of chain shops, restaurants and bars in the area are having on small business owners and the "old Austin" vibe in general. As a partner in Violet Crown Clubhouse, a neighborhood hangout for Crestview and Brentwood residents that features an arcade and an ice cream shop, and as an investor in the oddly wonderful holiday-themed dive bar LaLa's Little Nugget, Lavigne can attest firsthand that the pandemic has been "a kick in the pants" for local businesses.
"There's definitely a lot of places that were epicenters for communities that are just gone and they're not going to come back. It's up to us to create new places and keep things odd and unpredictable. That's on us to do as natives," he said. "(When it comes to progress) there's no turning back now. Whether it's good or bad remains to be seen."
Austin is currently ranked nationally as the second most overvalued market in the nation, and finding homes in the North Austin area can be next to impossible. Jen Sparks, broker and owner of Kifer Sparks Agency, said that currently there are only seven homes on the market and 38 homes with pending contracts in the Domain area between Mopac and I-35 and 183 and Walnut Creek.
"The consistent growth in the Domain area by top-tier employers continues to attract highly skilled tech talent, which is in turn driving competition in the real estate market. With a large number of restaurants and nightlife options and the new Q2 Stadium, the demand for single-family homes continues to break records," Sparks said. "Although the market historically slows in the fall, I anticipate the inventory in this area will continue to remain low, which will in turn cause prices to rise."
Jenni Carter has run her vehicle inspection business, Sticker Stop, on Burnet Road for the past 15 years. She said it was "pure luck" that she found the property, which is now located less than a mile from Q2 Stadium.
"For us, the growth has been amazing. The more the area grows, the more the business grows. We have been very fortunate," she said. "When we first opened, the majority of our customers were commuters, they worked in this area. Now it seems we have a very even mix of customers that reside around the Burnet Road corridor and work here."
While Lavigne said he enjoys visiting the Domain and looks forward to attending some Austin FC games, he hopes Austinites will continue to buy local in an effort to help keep Austin, well, weird.
"I would say that if there is a cool place in your neighborhood and it's a small local business, make sure you're supporting them double," Lavigne said. "The Domain doesn't need your help, but we do. We don't get the same kind of subsidies that the big guys get. If you care and you want to keep a place, you've got to spend your money there."
Read more on the growing city:
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