Reimagining Old Town

The City of Jarrell launched a community survey in January as part of its Downtown Master Plan, a long-term effort designed to guide how Old Town develops as new neighborhoods, schools, and businesses continue to arrive.

Originally founded in 1909 as a railroad town by developer O.D. Jarrell, the city has transformed dramatically in recent years. With a population of 1,753 recorded in the 2020 Census and thousands of residents in Sonterra, 76537 is becoming one of the fastest-growing communities in Central Texas.

City leaders say the master plan will help ensure growth strengthens the historic downtown rather than leaving it behind. According to Forrest Williams, City Planner for the City of Jarrell, the plan is currently being drafted by consulting firm Kimley-Horn, which has been working with city staff after gathering input and reviewing community survey responses. “We’ve completed our stakeholder meetings and steering committee meetings and reviewed the survey responses,” Forrest says. “The plan is being drafted now.”

A draft of the Downtown Master Plan is expected to be released for public review in May, giving residents an opportunity to see the proposed concepts before the City Council considers adoption. If the process stays on schedule, the plan could be formally adopted as early as June.

Designing a Walkable Downtown

While the final design concepts are still being developed, Forrest says the plan focuses on improving the streetscape, walkability, and public spaces throughout Old Town. “The idea is to look at the streetscapes and public spaces and figure out a plan for what we can do to make it a more desirable place for people to come and hang out downtown,” he explains.

Changes include improving sidewalk safety, pedestrian accessibility, and overall circulation for vehicles and foot traffic. Another issue the city hopes to address is truck traffic moving through downtown streets. “There isn’t technically a truck route through downtown, but a lot of trucks still pass through,” he says. “Part of the design work is looking at ways to encourage that traffic to use other routes so the downtown area can be safer and more pedestrian-friendly.”

The plan will also outline how future development should fit within the character of the existing downtown. “We want redevelopment and new development to be compatible with what’s already there,” Forrest says. “You don’t want something like a five-story building that sticks out like a sore thumb.” Instead, the goal is to preserve the community’s existing character while creating opportunities for thoughtful growth.

Learning from Nearby Communities

While Jarrell is in the early stages of shaping its downtown vision, nearby Georgetown offers an example of how intentional investment can transform a historic center into a gathering place.

Nearly a decade ago, Cody Hirt and Brad Strittmatter opened Mesquite Creek Outfitters on Georgetown’s Historic Square. What began as a retail concept gradually expanded into a collection of restaurants, retail spaces, and gathering spots that many locals now associate with the heart of downtown.

“We were actually looking at opening Mesquite Creeks in other towns,” Cody says. “But then we had a conversation with David Morgan, the city manager, and he said, ‘I love that for you guys, but I’d also love to see you reinvest in Georgetown.’ That really shifted our focus.”

Instead of expanding outward, the partners began expanding closer to home. Within months they were working on their next concept, the upscale Golden Rule restaurant, followed by additional projects that now include casual dining, retail, and pop-up experiences around the Square.

“We didn’t want to sit back and complain about growth,” Cody says. “We wanted to help steer it a little bit.”

Creating Community Spaces

The guiding idea behind many of the partners’ projects is simple: build spaces where people naturally come together. Over the years Mesquite Creek Outfitters has hosted everything from game nights to political rallies. One local jokingly referred to the space as Georgetown’s living room. “Our goal is to build community and serve others,” Brad says. “If we enjoy it, we hope other people will too.”

Their influence has even extended beyond their own businesses. Brad and Cody helped the team behind Tejas Meat Supply rethink its concept, transforming it from a traditional butcher shop into a casual restaurant and gathering place on the Square.

A Community-Shaped Future

For Jarrell, the Downtown Master Plan aims to create the same kind of welcoming environment, one where families gather, local businesses thrive, and residents feel connected to the heart of their community.

By launching the survey early in the process, city leaders say they hope the final plan will reasonably reflect what residents want to see in Old Town.

When the draft plan is released in May, residents will have another opportunity to review the proposals and share feedback before the City Council considers adoption later this summer. For a city growing as quickly as Jarrell, those decisions could shape the future of downtown for decades. And if the process works as intended, that future won’t be designed only by planners.