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Kurt Johnson
Locals call it “the Magnolia Effect.”
En route to visit our daughter last week in the Austin, Texas area, Paula and I joined millions of other Americans in taking the exit at Waco to explore one of the nation’s hottest new tourist attractions. Truth be told I agreed to the one-day excursion at Magnolia Market at the Silos knowing how much she would enjoy it, not expecting to appreciate the experience nearly as much. For the record, I was pleasantly surprised.
Though not a huge DIY guy at heart, I have tuned in on occasion to Chip and Joanna Gaines world of home improvement projects, captured by their folksy approach to flipping houses and changing lives. In a few short years the local natives rose to fame as hosts of the hit HGTV show Fixer Upper, then brilliantly rode that wave to create their own distinguished brand, as well as a whole new network, helping draw an estimated 1 million peeps a year to their beloved Waco.
The silo market area is in essence a giant indoor/outdoor shopping campus, with a unique Texas twist. I’m a search-and-destroy type shopper, only venturing out with credit card in hand when I need something now, so I was much more enamored with the vibe and marketing phenomenon than products lining the shelves.
Curious how locals perceive the recent influx of tourists, traffic and money, I asked several employees what they thought about Chip and Joanna, and their impact on Waco, home of Baylor University and the Big XII Bears. The Gaines are apparently as genuine in person as they are on TV, if not more so, and in fact have a stellar reputation as a family of faith and philanthropy.
One Magnolia employee — among the first 25 hired on a staff that now totals more than 650 — shared that Chip got in over his head fresh out of college, defaulting on a few loans gone bad. He’s since made good on those debts, even though by law he didn’t have to. I bought his book -- “No Pain, No Gaines” and am anxious to read his take on rising to fame while trying to stay true to himself.
A block down from the silos, a woman who called herself “Shopgirl” said not everyone is benefitting from the Magnolia Effect, hinting a smidge of local resentment. Her property values soared, she explained, though her wages did not, proportionately. Her boss shares a different view, she admitted, since most businesses in Waco have seen a huge spike in traffic and sales. She confided that many, like her, would like to see parts of her hometown remain unscathed by the now familiar white buildings, black trim and Magnolia logo. Interesting spin, I thought, though likely a minority view.
The local chamber of commerce offers two thumbs way up on the topic, reporting 15 percent economic growth since 2019, as well as 15,000 new jobs. Waco now touts itself as the next “Great City” in Texas, thanks in large part to a fuse lit by the hometown celebrities.
Big picture, from my perspective, is that Waco, Texas was known for years as the place David Koresh, his extremist religious sect and the FBI clashed in a deadly 51-day standoff at the Branch Davidian compound outside of town. A younger generation may not even remember that tragedy and the political stir it caused almost 30 years ago, but I sure do.
Thanks to Chip and Joanna Gaines, this quaint Texas town is now seen in a very bright feel-good light, a place where folks are happy to spend lots of money in exchange for their own little piece of Magnolia magic. That’s a Do-It-Yourself transition worth touting, and seeing in person.
KURT JOHNSON can be reached at kjohnson@ hamilton.net
