By JIM HUNT
For the Harrison County Journal
I recently visited Waco, Texas, and came away with a renewed appreciation for how a city can take an unexpected opportunity and turn it into something much bigger.
For many Americans, Waco is now closely associated with Chip and Joanna Gaines, the husband-and-wife team behind the popular television show Fixer Upper and the Magnolia brand. What began as a home renovation show became a national introduction to Waco. Week after week, viewers saw older homes being restored, families imagining new beginnings, and a city that felt authentic, warm, and full of possibility.
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That kind of exposure is hard for any city to buy.
The Magnolia businesses, centered around the Silos in the middle of town, have helped turn Waco into a destination. People who once may have driven past Waco now plan trips there. They come to shop, eat, take pictures, walk the grounds, and experience the place they first saw on television. Hotels, restaurants, small businesses, and downtown activity have all benefited from the attention.
But one of my favorite moments in Waco had nothing to do with television.
I had the opportunity to have lunch with Waco Councilwoman Andrea Barefield at Cajun Craft, a local restaurant that gave me a wonderful taste of the city beyond the national headlines. We sat outdoors on a beautiful day, and I can honestly say it was one of the best catfish meals I have ever had.
That lunch was more than a good meal. It was a reminder that while Magnolia may bring people to Waco, it is often the local restaurants, the friendly service, the civic pride, the neighborhoods, and the everyday experiences that make people want to come back.
Councilwoman Barefield represents District One and serves on the Board of Directors of the National League of Cities. She is currently serving her third term on the Waco City Council and is also President-Elect of the Texas Municipal League. Spending time with her gave me a better understanding of Waco as a real city, not just a television destination.
She brings a thoughtful and grounded perspective to Waco’s growth. She understands the value of tourism and the tremendous impact of the Magnolia brand, but she also understands that a city’s identity must include all of its people, neighborhoods, history, and future opportunities.
She also carries a powerful family legacy. Andrea shared with me that her mother, Dr. Mae Jackson, was the first elected African American female mayor of Waco. That is more than an important piece of local history. It is a reminder that cities are shaped not only by major developments and national attention, but also by courageous public servants who open doors for others.
Dr. Jackson’s story and Andrea Barefield’s leadership help tell the fuller story of Waco. This is a city with deep roots, strong civic leadership, and a future that can be built on more than one brand or one moment of fame.
Every city dreams of being discovered. Some spend years trying to create a slogan, a logo, or a marketing campaign that will capture attention. Waco had something different happen. Millions of people were introduced to the city through a television show about home renovation, design, family, and community. That kind of positive image can change the way people think about a place.
But attention is only the beginning. Once visitors arrive, the city has to deliver. They need places to eat, streets that feel welcoming, shops and attractions that invite them to linger, and residents who take pride in their community. They need to see a city that is not simply performing for visitors, but one that is genuinely alive and working.
That is where local leadership matters.
Cities do not transform by accident. They transform when entrepreneurs, elected officials, business owners, civic leaders, and residents recognize an opportunity and work together to build on it. A television show may spark the interest, but the city has to create the experience.
Waco is a reminder that economic development is not always a factory announcement or a major corporate relocation. Sometimes it is a restored home, a creative business, a good meal, a walkable district, and a story that captures the imagination of people across the country.
The strongest cities know how to celebrate what put them on the map while continuing to build a community that belongs to everyone. Waco has been given a remarkable gift through the success of Chip and Joanna Gaines and Magnolia. But the real strength of Waco will be measured by how it uses that attention to lift up local businesses, strengthen neighborhoods, support civic pride, and tell the many stories that make the city unique.
Magnolia may have helped introduce millions of people to Waco. But leaders like Andrea Barefield, the legacy of Dr. Mae Jackson, and places like Cajun Craft remind us that Waco’s story is much bigger than one television show.
And from what I saw, it is a story well worth telling.
