Industry Profiles
Shopping and Retail in the Alamo Region
The Alamo region’s retail establishments generated $30.6 billion in gross sales in 2008. About 40 percent or $12.2 billion of that amount, was subject to state and local sales taxes. State and local sales taxes levied in the region totaled $1 billion in 2008.
In 2008, the Alamo region had 115,572 retail employees earning total wages of about $3 billion.
The region offers a broad selection of retail shopping opportunities. In San Antonio, the Shops at La Cantera, within walking distance of the La Cantera resort and golfing community and the Fiesta Texas theme park, invites shoppers into an intimate outdoor setting featuring 160 specialty stores and retailers. The New Braunfels MarketPlace features 20 different brand-name outlet stores convenient to shoppers traveling between Austin and San Antonio.23
Alamo Region, Retail Gross Sales, Sales Tax and Wages, 2008
| County | Gross Sales, 2008 | Amount Subject to Sales Tax, 2008 |
Sales Tax, 2008 | Employees, 2008 | Total Wages, 20078 |
|---|---|---|---|---|---|
| Bexar | $22,388,580,766 | $9,185,530,326 | $746,324,339 | 85,090 | $2,210,691,239 |
| Comal | $1,415,388,236 | $601,360,031 | $49,612,202 | 5,805 | $161,599,267 |
| Guadalupe | $994,248,540 | $430,165,717 | $35,488,671 | 3,939 | $94,223,517 |
| Kendall | $867,087,278 | $184,982,446 | $15,261,051 | 1,863 | $59,166,793 |
| Victoria | $1,454,069,793 | $690,131,686 | $56,935,864 | 5,743 | $142,727,457 |
| All Other Counties | $3,463,885,660 | $1,133,636,159 | $97,315,955 | 13,132 | $295,141,538 |
| Total | $30,583,260,273 | $12,225,806,365 | $1,000,938,084 | 115,578 | $2,963,549,811 |
Sources: Texas Comptroller of Public Accounts and Texas Workforce Commission.
Shopping in Fredericksburg
Fredericksburg is a unique blend of “German heritage and Texan hospitality” nestled in the Texas Hill Country, an hour away from San Antonio and 90 minutes from Austin. For the avid shopper, Fredericksburg offers a wide variety of opportunities. Many of the shops maintain distinctive nineteenth-century architecture. Main Street and the surrounding area consist of more than 150 shops, galleries and boutiques.
Shoppers congregate on the sidewalks in Fredericksburg.
PHOTO: Texas Comptroller of Public Accounts
Fredericksburg’s main attraction, and an anchor for regional economic development, is its antique and specialty shops. Many antique shops surround Main Street and its adjoining squares. Jackson’s Uptown Market features a classic assortment of French, German and Italian furnishings. Red features a unique collection of vintage and modern furniture along with original antiques. Other retail shops include Root, which specializes in clothing, shoes, jewelry and handbags for women and teens, and Zert, which focuses on housewares, including candles, barware and home accessories.
The area also features a number of art galleries. The Fredericksburg Art Gallery specializes “in original paintings and bronzes by acclaimed artists from Texas and beyond” and features landscapes of Texas and the Southwest. Whistle Pik Galleries on Main Street offers a number of traditional pieces and bronzes, including works by artists such as Gerald Balciar and Jeff Legg. The area also features a number of bed and breakfasts. The Fredericksburg’s Chamber of Commerce Convention and Visitor’s Bureau is located off of Main Street.24
Travel and Tourism Industry Profile
The travel and tourism industry is Texas’ second-most important “export-oriented” industry (i.e., serving consumers outside of the state), ranking behind oil and gas production and related manufacturing. In 2008, the tourism industry’s contribution to the gross state product totaled $23.8 billion. It also accounted for 2.2 percent of all state earnings and 3.8 percent of the state’s jobs. The Alamo region has a higher percentage of overall earnings, 3 percent, and employment, 5 percent, related to travel and tourism than does the state.25
While the industry is of high importance to the overall state economy, it is of even greater importance in non-metropolitan areas.26 In the Alamo region, travel and tourism is most important to Bandera County, where 11 percent of earnings and 17.6 percent of employment are attributable to the industry. Interestingly, Bandera County is one of only three Texas counties in which both earnings and employment for this industry contribute more than 10 percent of the county total (the other two are Brewster County in the Upper Rio Grande region and Llano County in the Capital region).27
The table below shows growth indices for visitor spending relative to the base year of 2000, in which spending values are equal to 100 for that year. The graph compares areas in the Alamo region to the state as a whole. In 2008, the Alamo region received $6.8 billion in visitor spending, up 30 percent from 2000, outpacing the state gain of 23 percent over the same period (as adjusted to 2008 dollars).
The region’s non-metro counties saw the highest increase in visitor spending, at 34 percent. Dewitt County led the region in increased visitor spending, at 65 percent, rising from $26.9 million to $44.3 million. This increase accounted for 24 percent of the total growth in visitor spending among the non-metro counties. Gillespie County’s visitor spending rose by 51 percent from 2000 to 2008, accounting for 35 percent of visitor spending growth for the non-metro counties. Kerr County had the largest amount of visitor spending among non-metro counties in 2008, with $89.3 million.28
Visitor spending in San Antonio exceeded $6 billion in 2008, up 30 percent from 2000. Victoria generated $218 million in visitor spending in 2008, an 18 percent increase since 2000.
Percent of Travel and Tourism Earnings and Employment to
Overall County Earnings and Employment, 2008
| Top 6 Counties | Total | Travel and Tourism Related | Percent of County Earnings |
|---|---|---|---|
| Bandera | $145 | $16 | 11.0% |
| Kendall | $624 | $18 | 2.9% |
| Kerr | $1,041 | $34 | 3.3% |
| Gillespie | $441 | $22 | 5.0% |
| Bexar | $48,314 | $1,496 | 3.1% |
| Comal | $2,124 | $77 | 3.6% |
| Alamo Total | $60,084 | $1,779 | 3.0% |
| State Total | $768,203 | $16,780 | 2.2% |
| Top 6 Counties | Total | Travel and Tourism Related | Percent of County Employment |
|---|---|---|---|
| Bandera | 8,300 | 1,460 | 17.6% |
| Kendall | 16,090 | 940 | 5.8% |
| Kerr | 30,920 | 1,780 | 5.8% |
| Gillespie | 16,980 | 960 | 5.7% |
| Bexar | 1,015,390 | 54,540 | 5.4% |
| Comal | 58,010 | 2,990 | 5.2% |
| Alamo Total | 1,362,450 | 68,000 | 5.0% |
| State Total | 14,497,000 | 544,000 | 3.8% |
Source: Dean Runyan Associates, The Economic Impact of Travel on Texas.
The following sites are some of the Alamo region’s top tourist destinations:
The Alamo and Other San Antonio Missions
When many people think of San Antonio, the first thing that comes to mind is the Alamo. This historic Catholic mission, originally known as Mission San Antonio de Valero, was first constructed in 1724 and was home to Spanish missionaries for several decades. The site served as a military garrison during Mexico’s fight for independence from 1810 through 1821. Most famously, the Alamo was the site of an 1836 battle in which fewer than 250 soldiers fighting for Texas’ independence died in an attempt to hold off thousands of Mexican troops. Among those who perished in defense of the Alamo were Jim Bowie, William Barrett Travis and Davy Crockett.
Today, the Alamo is a museum. The building and its surrounding grounds are owned by the state of Texas and operated by the Daughters of the Republic of Texas. The grounds feature an impressive display of artifacts and exhibits that illustrate this seminal period in Texas history. In 2008, the Alamo received more than 2.5 million visitors.29
In addition to the world-famous Alamo, San Antonio has four other historic missions: Mission Concepcion, Mission San Jose, Mission San Juan and Mission Espada. Collectively referred to as San Antonio Missions National Historic Park, these sites are operated by the National Parks Service (NPS).
NPS operates a visitor center at Mission San Jose that houses a museum showcasing colonial artifacts and describing everyday life at the Spanish missions. The Archdiocese of San Antonio hosts religious services at the four missions to this day. NPS staff operates guided tours and historical demonstrations at each, and visitors can enjoy attractive and peaceful park settings as they visit the sites. In 2008, San Antonio Missions National Historic Park welcomed more than 1.3 million visitors.
The missions are connected by the eight-mile Missions Hike and Bike Trail. This scenic, paved pathway follows the San Antonio River through historic neighborhoods and natural areas. The hike-and-bike trail also passes other historic attractions such as the Espada Aqueduct, an irrigation system used to channel water to the missions, and the Steves Homestead, a 19th-century mansion now restored as a museum.30
Visitor Spending Growth Index by Area, 2000-2008 (Real 2008 Dollars)
Source: Dean Runyan Associates, The Economic Impact of Travel on Texas.
SeaWorld
SeaWorld San Antonio, owned and operated by Busch Entertainment Corporation, is located 16 miles west of downtown San Antonio, just inside Loop 1604. The park is home to four roller coasters and numerous marine animal shows. ‘Lost Lagoon,’ a water park within SeaWorld, offers water slides and other water-based recreation. In addition, SeaWorld offers educational programs that give children and adults up-close visits with sea animals such as sea lions and beluga whales. The park also hosts day and resident camps for various age groups, from children to adults seeking careers in zoology.
In 2008, SeaWorld received the Water Saving Pioneer Award for its water conservation efforts. Filtration systems strategically placed throughout the park advance the organization’s goal to save 30 million gallons of water each year.
SeaWorld is open from May through December, with seasonal events such as live concerts running from June to December.31
Six Flags Fiesta Texas
The Alamo region is also home to Six Flags Fiesta Texas, a theme park known for its numerous thrill rides and live shows. The park has more than 50 rides and attractions ranging in intensity from children’s rides to adult roller coasters. Guests can also enjoy a water park offering water slides and a wave pool.
The park also stages live shows featuring music, dancing and comedy, including a summer concert series that runs from May 25 to Sept. 7. Due to its outstanding live performances, Fiesta Texas has received Amusement Today magazine’s Golden Ticket Award for “Best Theme Park Shows in the Country” for 10 consecutive years. The park’s involvement in the community extends beyond employment; in June 2009, for instance, the park hosted a walk-a-thon to raise awareness and funding for children with cancer.
Fiesta Texas is a 15-minute drive west of downtown San Antonio.32
San Antonio Riverwalk
One of San Antonio’s most recognizable attractions is its Riverwalk, which snakes through downtown and soon will extend to 13 miles, offering attractions such as hotels, restaurants, shops, museums and art galleries along the river banks.
The Riverwalk was initially built as a flood control mechanism for the city. While its waters flow for just a few miles through the city, the San Antonio River runs for 131 miles before joining the Guadalupe River. In the past, the downtown area was prone to flooding. In 1929, the San Antonio Conservation Society backed a proposal by Robert H. H. Hugman to mitigate the flooding by developing a river system that runs through town. Today, the Riverwalk has evolved into a lively mixed-use area maintained by the San Antonio Parks and Recreation Department.
Admission to the Riverwalk area is free. For a fee, visitors can ride the numerous river cruisers that ferry back and forth along the water. These boats offer tours and service to museums and businesses.33
Schlitterbahn Water Park and Resort
Just north of San Antonio, in New Braunfels, is an award-winning water park and the world’s first “water resort.” Schlitterbahn Water Park and Resort boasts rides, accommodations and eateries for family-friendly fun in the heart of south central Texas.
In 1966, Bob and Billye Henry began building the renowned water park along with their children. They relied heavily on their imagination and their own ideas to develop the original plans. The Henrys have continued to invest in the resort, and today, Schlitterbahn is home to 65 acres of tube chutes, pools and much more. As many as 1 million people visit the park annually during its 110-day season.
Since 1998, Amusement Today magazine readers have voted Schlitterbahn the nation’s best water park every year, and in 2006 the Travel Channel named it the world’s number-one waterpark.34
The Henrys’ enterprise has expanded to include water parks on Galveston Island, South Padre Island and in Kansas City, Kansas. The Schlitterbahn organization is involved with its communities through its Kinderbahn program, which reaches out to local charity groups by donating tickets to send children to Schlitterbahn for days of fun and relaxation.35
River Recreation
The Alamo region includes many rivers that Texans can take advantage of during hot weather. Weekends will find the water crowded with hundreds of visitors floating along the current, lounging on inner tubes.
The Comal River, which stretches only 2.5 miles before joining the Guadalupe, offers a tube chute and gently flowing running water through New Braunfels. Also located in the New Braunfels area is the Guadalupe River, which is very wide with rapids and boulders.36
The area has about 30 tube rental locations employing about 30 people each. Locations along the Comal and Guadalupe rivers rent between 500 and 1,000 tubes daily during peak times.37
The Frio River in Frio County offers 47 miles of cold, slow-moving water and rapids and generally has about half the business of the New Braunfels-area rivers. The Frio is lined with large cypress trees and has very clear water.38
Blastenhoff Beach, Schlitterbahn, New Braunfels
PHOTO: Schlitterbahn
Savings Institutions Industry Profile
Savings institutions (savings associations and savings banks) are businesses that accept time deposits, make mortgage and real estate loans and invest in high-grade securities. Traditionally, savings banks concentrate on serving individuals rather than businesses, and do not make business loans or participate in commercial banking.
In the Alamo region, savings institutions accounted for 5,347 jobs and $300.6 million in wages in 2008.
Most of these jobs are at San Antonio’s two largest savings institutions, United Services Automobile Association (USAA) and Wachovia, recently purchased by Wells Fargo.
USAA offers insurance and financial services to serving members of the military, military retirees and military dependents. The company was founded in 1922 by 25 Army officers who could not obtain vehicle insurance and decided to insure each other. Today, USAA offers auto, homeowners and life insurance; a full line of banking products and services; investment products; and financial planning services.
At present, USAA has about 6.8 million clients. The company employs about 22,000 people and has $119 billion in owned and managed assets. While headquartered in San Antonio, USAA has six other locations in the U.S. and two international offices.39
USAA established its Federal Savings Bank in 1983 with 12 employees; today, its staff has grown to about 3,000. In 2008, the bank had $27.3 billion in deposits and posted $302 million in profits. The bank has about 4.1 million members; unlike USAA ’s insurance division, however, the bank can also serve non-military residents of Bexar County. Like most banks, it offers primary retail banking services such as checking and savings accounts, mortgage loans, credit and debit cards and online and mobile banking. It is not involved in commercial banking.40
Savings Institution Wages by Quarter,
Alamo Region, 2007 and 2008
Source: Texas Comptroller of Public Accounts.
In 1994, World Savings Bank opened a support center in San Antonio that provided savings and loan operations across the country with administrative services. In 2006, Wachovia purchased World Savings’ parent company, Golden West Financial Corporation, and assumed control of the center. The center provides loan servicing, underwriting and mortgage support from this multi-building complex on the city’s northwest side. Although employment at this facility has declined over the past several years, in 2008 Wachovia employed 3,300 in San Antonio, primarily at the operations center. Wells Fargo purchased Wachovia in December, 2008.41
Frost Bank has been headquartered in San Antonio since its founding in 1868. Although not a savings institution as formally defined, Frost Bank offers commercial as well as consumer services, brokerage services, insurance products and investment services. The bank is now part of Cullen/Frost Banker, Inc., with assets of about $15.8 billion. Frost Bank is the largest Texas-based bank operating only within the state, and has about 100 financial centers including offices in Austin, Corpus Christi, Dallas, Fort Worth, Houston and the Rio Grande Valley.42
Endnotes
All links were valid at the time of publication. Changes to web sites not maintained by the office of the Texas Comptroller may not be reflected in the links below.
- 24 Fredericksburg Chamber of Commerce, “Willkommen to Fredericksburg!”; Gästehaus Schmidt Fredericksburg Lodging Company, “Texas Family Vacation Attractions,” ; The Original Jackson’s Uptown Market, “Fredericksburg Texas Antiques: Designer Furnishings, Lighting, Gifts & Accessories,”; “Antique Furniture, Fredericksburg Texas,” ; Discoverourttown.com, “Welcome to the City Guide for Fredericksburg, TX: Specialty Shopping,” ; Red, “Fredericksburg Texas Home Furnishings, Antiques, Vintage Furniture, Home Décor Shopping,” ; Fredericksburg Art Gallery, “Fredericksburg Art Gallery…Visual Treasures,” ; Whistle Pik Galleries, “Whistle Pik Galleries: Graceful Discoveries-Artists,” ; Fredericksburg Chamber of Commerce, “Business Directory: Clothing,” and Fredericksburg Chamber of Commerce, “Shopping,” (Last visited August 24, 2009.)
- 25 Texas Office of the Governor, Economic Development & Tourism, The Economic Impact of Travel on Texas, by Dean Runyan Associates (Portland, Oregon, July 2009), p. i, . (Last visited August 21, 2009.)
- 26 Texas Office of the Governor, Economic Development & Tourism, The Economic Impact of Travel on Texas, p. iii.
- 27 Texas Office of the Governor, Economic Development & Tourism, The Economic Impact of Travel on Texas, pp. 98-104.
- 28 Texas Office of the Governor, Economic Development & Tourism, The Economic Impact of Travel on Texas, pp. 59-61, 63.
- 29 Daughters of the Republic of Texas, “The Alamo: Frequently Asked …,” (Last visited August 25, 2009); Interview with Michael McCracken, Director of Operations for The Alamo, San Antonio, Texas, September 1, 2009.
- 30 U.S. National Parks Service, “San Antonio Missions National Historical Park: Plan Your Visit,”; “San Antonio Missions National Historical Park: Church Information,”; “San Antonio Missions National Historical Park: Things to Do,”; “San Antonio Missions National Historical Park: Hike and Bike Trail,” see View Map. (last visited August 25, 2009); and U.S. National Parks Service, “NPS Stats: San Antonio Missions NHP,” (Last visited July 20, 2009.) Custom queries created.
- 31 SeaWorld San Antonio, “2009 Press Kit,” (Last visited August 23, 2009.)
- 32 Six Flags Fiesta Texas San Antonio, “News,” ; Six Flags Fiesta Texas San Antonio, “Water Park,”; Six Flags Fiesta Texas San Antonio, “Entertainment,”; Six Flags Fiesta Texas San Antonio, “Directions,”; and “Six Flags Friends Invites Guests to Help Cure Kids Cancer by Taking a ‘Walk in the Park: Six Flags Fiesta Texas to Hold Second Annual Walk-A-Thon Event June 14, 2009,” (Last visited August 23, 2009.)
- 33 San Antonio Convention & Visitors Bureau, “Explore the Riverwalk,” (Last visited August 23, 2009.)
- 34 Schlitterbahn Waterparks, “America’s First Family of Water Parks,” (Last visited August 23, 2009.)
- 35 Schlitterbahn Waterparks, “Schlitterbahn’s Kinderbahn Program,” (Last visited August 23, 2009.)
- 36 Tube Texas, “Comal River Tubing, Rafting, and Kayaking,”; and “Guadalupe River Tubing, Flow Rate & Weather,” (Last visited August 23, 2009.)
- 37 E-mail communication from Robert Jung, Owner and Operator, Limestone Media, June 30, 2009.
- 38 Tube Texas, “Frio River Tubing Rafting and Kayaking,” (Last visited August 23, 2009.)
- 39 USAA, “Historical Timeline,” ; “About USAA,”; and “About USAA/Company Overview,” (Last visited August 23, 2009.)
- 40 L.A. Lorek, “USAA Bank One of Largest in World,” San Antonio Express News (February, 24, 2009). (Last visited August 24, 2009.)
- 41 Wells Fargo, “Wachovia Customer Frequently Asked Questions,”; Tricia Lynn Silva, “World Savings Buys 133 Acres on NE Side,” San Antonio Business Journal (July 29, 2005), ; Sebastian Weiss, “World Savings Adding Building,” San Antonio Business Journal (August 6, 1999), (Last visited August 24, 2009); and Tamarind Phinisee “Citi, WaMu, Wachovia Say Talk of Texas Exodus is Mere Speculation,” San Antonio Business Journal (September 26, 2008). (Last visited August 27, 2009.)
- 42 Cullen/Frost Bankers, Inc., “About Frost,” (last visited August 3, 2009); and “Cullen/Frost’s Second-Quarter Earnings Down 27 Percent,” San Antonio Business Journal (July 22, 2009). (Last visited August 3, 2009.)