Keeping Austin Weird Through the Decades

South Congress. Austin, Texas. If you’ve been to Austin it’s likely that you’ve either been to South Congress (SoCo), or been told to go there. With its eclectic mix of mid-century, vintage meets-Texas aesthetic and variety of businesses including: vintage shops, boutique shops, coffee shops, taco stands, restaurants, boutique hotels, lounges, and bars- it’s one of the most popular neighborhoods in Austin. The area has undergone a massive transformation in the last 30 years- yet still displays Austin’s slightly off-beat local character. From 1930-1960 there were several businesses including: Austin Motel (1938), San Jose’s Motel (1930s), Continental Club (1955), the Frisco Shop (1953), and the Night Hawk (1932). In the 1970s and 1980s the area became run down with businesses in disrepair- and was overrun with crime and poverty. Despite this, many local businesses remained and the low rents attracted artists and musicians. In the 1990s this began to change. Low rents brought in new businesses and Liz Lambert renovated the San Jose Motel into the boutique Hotel San Jose. Her experience can be seen in the documentary “Last Days of the San Jose”. Many saw the changes as necessary, but it was the beginning of a period of rapid gentrification and urban renewal. People moved to the neighboring Travis Heights and Bouldin Creek, and the area continued to evolve. As with many cities with a high quality of life, Austin itself has seen redevelopment of its urban core as it attracts companies in the bio-tech, technology, medical, AI, and other high growth industries. The city has grown by 28% in the last decade. Numerous longtime, local businesses have relocated due to rents increasing by 3-5 times. For many this change has been positive because they found a less touristy area that appeals to their customers. SoCo still retains the vintage vibe with businesses such as Allen Boots (1977), Lucy in Disguise with Diamonds (1984), Guero Tacos (1995), the Continental Club (1957), and the remodeled Austin Motel and San Jose Hotel. SoCo holds a monthly first Thursday event where shops stay open until 10 pm. And, the neighborhood has a fun, lively atmosphere with murals dotted throughout such as: Greetings from Austin, I love you so much, Willie for President, SoCo since 1852, and the Before I Die chalkboard. However, the area is also attracting very high end and commercial brands and developers, such as the members-only Soho House, Equinox, and Hermes. It will be interesting to see how SoCo manages this next wave of growth.