Pflugerville considers its image

Pflugerville considers its image

By Amy Stansbury Friday, 01 May 2009

Round Rock is not the only Central Texas city focusing on its image. Pflugerville is also considering what comes to mind when Central Texans hear the city’s name.

Mayor Jeff Coleman said there may be some negative stereotypes about Pflugerville. He said some believe it is not an appropriate place to do business because they think it is a lower to middle class community with drug problems. However, Pflugerville Police Chief Chuck Hooker said that while the community has experienced rapid population growth over the past five years, the increase in crime has not occurred at the same rapid rate.

In 2008, the police department made 2,865 arrests, of which 72 were narcotics related. Thirty-seven of the arrests were from vehicles, 11 from school campuses and 24 were officer initiated. More than half of the narcotics search warrants executed were at locations not within the city limits.

According to MONEY Magazine, the 2008 median family income in Pflugerville was $89,759, compared to $85,059 in Round Rock and $70,207 in Austin.

“We have developers that say they can’t build houses over $225,000 because they can’t sell them, but I disagree,” he said. “Our community is made up primarily of two-income wage earners. We don’t have low income to pull us down or high income to pull us up. We’re a pure middle class community with a funny sounding name.”

Ethnic diversity

Though Pflugerville is not economically diverse, it is racially diverse. And this is something the city wants to celebrate.

“We are batting around the idea of doing a cultural event similar to Deutschen Pfest at Pfluger Park,” Coleman said. Coleman said the community embraces its festivals, which contributes positively to the city’s image.

Deutschen Pfest is held annually in May to celebrate the community’s German Heritage. Pflugerville City Councilwoman and Deutschen Pfest Chair Starlet Sattler said more than 14,000 people attended the celebration last year and the same number is expected this year. The event generated $83,000 last year, which funded city park projects such as hike and bike trails and playground equipment.

Sattler said it is not just locals who look forward to the celebration.

“I’ve also talked to people that are local that have invited friends and relatives from out of the area to come to see them during the Pfest,” Sattler said.

The city hosts several other community events, which Coleman said is considered an attribute of Pflugerville. In addition to Deutschen Pfest in May, the city holds an annual Pfireworks Pfestival in July that drew more than 10,000 people last year, a chili cook-off in November, and a Christmas parade and Old Town Holiday Stroll in December. The date and details of a cultural festival are to be determined.

Image committee

At a February council meeting, the mayor named candidates for an image committee that will evaluate some of the perceptions people have of Pflugerville.

The 15-person committee is a mix of council members, city staff, business owners, residents from various neighborhoods and of diverse cultural and ethnic backgrounds, as well as people from outside the community.

The first committee meeting will be held in May. Members are expected to discuss how Pflugerville is perceived within the Central Texas region, the community’s strengths, and what actions need to be taken over the next two to four years or more to develop Pflugerville’s image.

About Pflugerville

Central Texans’ perception of Pflugerville may be under consideration, but Mayor Jeff Coleman said local residents are happy.

“Our residents really love their neighborhoods,” he said. “They love the community feel, they love the location. We are the only community in Central Texas that has immediate north-south and east-west access.”

Coleman said the following are key attributes of Pflugerville:

• Location — Near IH 35, Toll 130 and Toll 45 with easy access to MoPac
• Shopping — Minutes from major shopping centers such as Stone Hill Town Center, Pfluger Crossing, Round Rock Premium Outlets, La Frontera and The Domain
• Schools — Pflugerville ISD is rated Academically Acceptable*
• Crime rate —2007 crime rate per 100,000 citizens was 2,609*
• Home values — Average low price per square foot compared to other areas in Central Texas*
• Festivals — Multiple outdoor community events held annually
• Trails — Elaborate, connected trail system

*Sources: Texas Department of Public Safety, Texas Education Agency, Austin Association of Realtors