The Story Behind the District: 20 Years of Vision, Growth, and Community
We're celebrating two decades of community, legacy, growth, and connection in the 2nd Street District. What started as an ambitious vision has evolved into one of downtown Austin's most beloved neighborhoods, shaped by the people, partnerships, and businesses that believed in it from the start.
AMLI Residential is a national real estate company devoted to the development, construction, and management of luxury apartment and mixed-use communities. As owners and operators of the 2nd Street District, AMLI has grown our beloved District into a thriving, walkable urban destination spanning over 150,000 square feet of retail, dining, fitness, and entertainment in the heart of downtown Austin.
We spoke with Taylor Bowen, President of AMLI Development Company, and Jason Ricks, Vice President of Retail Asset Management, to hear their perspectives on the District's origins, its evolution alongside Austin's growth, and what the next chapter holds.
A Vision for Downtown Austin
Aerial view of the future 2nd Street District near W. 2nd Street, Guadalupe Street and Lavaca Street, circa 2000.
The story of the 2nd Street District begins not with a groundbreaking ceremony or a grand opening, but with a conversation and a shared belief more than 20 years ago that downtown Austin could be something more.
In the early 2000s, much of what is now the heart of the District was comprised of old warehouses and vacant, underutilized land. Computer Science Corporation had just broken ground and City Hall was operating out of a temporary space in West Austin. There was little residential life to speak of, and the idea of a walkable, mixed-used retail district in downtown Austin was still just an idea. Conversations began around 2000, driven by Mayor Kirk Watson's vision to promote more economic development in downtown.
“By embracing the city’s welcoming, supportive, and creative spirit, the District has cultivated an identity that stands out in a competitive retail landscape and resonates deeply with Austinites.”
"Lots of cities at this time were promoting mixed-use development but the 2nd Street wasn't meant to be incidental retail tucked under apartment buildings," said Taylor Bowen, President of AMLI Development Company. "It was meant to be a true walkable retail district with the critical mass to support unique shopping and dining for all Ausin while providing the connectivity to the convention center, Seaholm and CBD."
City staff at the time envisioned downtown as a kind of open-air mall, with 6th Street and Congress as the center, old 6th Street as the food and beverage wing, and 2nd Street as the more elevated, apparel-focused corridor. The city of Austin wanted a true destination, but they needed a developer to make it happen, so they turned to AMLI.
"We saw it as a visionary opportunity to bring urban mixed-used living to downtown Austin," Bowen recalled. "This was a big bet at the time."
Recognizing that AMLI's expertise was in residential development rather than retail, the city of Austin asked them to bring in a consultant who could represent both parties' interests. That person was Robert Bagwell of Urban Partners, who had recently completed a successful West Village mixed-use development in Dallas. Bagwell helped shape the District's merchandise plan around two core principles: local focus and a large number of business owners with unique and quality offerings. At his recommendation, the city of Austin even restricted bars in the early days, keeping the emphasis on boutique apparel and specialty retail.
The District opened in 2006, but the momentum was short-lived. The great financial crisis of 2008 and 2009 hit hard, decimating early progress and putting significant pressure on the small business owners that were still finding their footing. AMLI on 2nd, AMLI’s second apartment community in the 2nd Street District, opened in 2008 in one of the toughest apartment markets in recent memory.
"We had to backfill a lot of the original businesses that didn't survive," Bowen said. "We shifted our strategy toward larger, destination-oriented home and furniture concepts."
The turning point came when ACL Live opened and retail concentration in the surrounding area began to grow. That gave AMLI the flexibility to bring in more food and beverage operators, and the District started to find its rhythm.
When it came to getting the fundamentals right from the start, both Bowen and Ricks pointed to the same priorities: walkability, merchandising, and genuine community connection.
"Walkability and a strong sense of place topped the list," said Jason Ricks, Vice President of Retail Asset Management. "Paired with a thoughtful mix that would draw people in and encourage them to linger."
The early years were not without uncertainty. Bowen noted there was real concern until around 2010 and 2011 about whether the area would take hold. But by 2015, when residential and office growth began accelerating, the District started to truly thrive. Rising foot traffic, positive feedback from the first wave of local businesses, and energy on the streets all signaled that the vision was taking root.
Through it all, AMLI's long-term commitment never wavered. "We have stayed true to the original mission," Bowen said. "Our focus has always been on the overall experience, placemaking and promoting the success of our business owners. We want our visitors to have a unique experience when they visit, and it shows when you come to the District."
Ricks echoed that sentiment, pointing to AMLI's consistency as a defining factor in the District's staying power. "By maintaining a consistent vision and an unwavering commitment to quality, AMLI has ensured the District remains true to its core values of community, vibrancy, and excellence."
Built to Evolve: Austin’s Growth & Cultural Influence
Over the past two decades, Austin has transformed dramatically. The skyline has changed, the population has surged, and the city's identity has evolved from a laid-back college town into one of the most dynamic urban centers in the country. The 2nd Street District has grown right alongside it.
"Austin's growth has pushed us to offer a more diverse mix of food, beverages, personal services, entertainment, and shopping," said Bowen. "We've always seen ourselves as an incubator of sorts for local businesses. Royal Blue Grocery and milk + honey were among our first retail partners, and we still have several businesses that have been with us for all 20 years."
That growth has brought both opportunity and competition. Ricks pointed to the transformation of the downtown skyline as a powerful catalyst for retail, bringing greater daytime and nighttime density to the area. "We've leaned into our core strategy of prioritizing local retailers, while welcoming national brands and first-to-market concepts that deliver exceptional experiences," he said.
Adapting to shifting consumer behavior has been equally important. The rise of e-commerce, the aftermath of the Great Financial Crisis, and the disruption of the COVID-19 pandemic have all reshaped the retail landscape nationally. At the District level, the response has been deliberate and rooted in the same values that shaped the original vision.
"Local, vibrant, and walkable. That has never changed," said Bowen. "We've maintained safety and great accessibility to the District while adapting to shifts like the rise of rideshare, which has significantly changed our parking demand."
The District's marketing approach has also evolved to reach a broader audience, from longtime locals and conference visitors to tourists discovering Austin for the first time. Ricks framed the broader shift in consumer habits as an opportunity the District was well positioned to embrace. "Consumer habits have shifted toward dining out, health and wellness, and experiential shopping," he said. "We've adapted by emphasizing restaurants as key activators, growing our fitness offerings, and elevating the overall in-person experience from the moment visitors arrive."
No conversation about the 2nd Street District's cultural identity is complete without ACL Live. The venue has become, as Bowen put it, “the heart of the District.”
"Guests who come to see a show can park at one of AMLI's properties next door, dine at one of our many food and beverage partners, and make a full night of it in the District," he said. "Our businesses genuinely feed off each other."
Violet Crown Cinema, one of the District's original operators, adds another layer of cultural richness, as does Lambert's, housed in a historic building that gives the neighborhood real character and depth.
"ACL Live and 3Ten ACL Live serve as powerful entertainment anchors," said Ricks, "reinforcing our position as a vibrant hub for music, culture, and unforgettable experiences."
Strong partnerships with the corporate and cultural neighbors have amplified that energy further. ACL Live, the W Austin, and Silicon Labs, along with sustained support from the Downtown Austin Alliance and most importantly, the City of Austin leaders including Margaret Shaw and Christine McGuire, have all played meaningful roles in keeping the original vision and supporting the District's growth.
The People Behind the District
An Austin icon: the Willie Nelson statue outside ACL Live at The Moody Theater in the 2nd Street District.
At the core of the 2nd Street District's success is the quality of the relationships behind it.
For AMLI, building a strong retail community starts with the mix itself. Rather than filling the District block by block with whoever is available, the team curates a lineup that avoids direct competition, encourages synergy between neighboring businesses, and keeps foot traffic flowing throughout the day.
"We're always looking for local retail partners who are best in class," said Bowen. That intentionality only works if the relationships behind it hold up under pressure. Ricks described the dynamic as one built on accessibility and trust, with open, first-name-basis relationships between the AMLI team and the businesses they support.
"Our role is to handle the details with excellence so our partners can focus on what they do best," he said.
The District's diversity has been equally intentional. From long-standing local favorites to women-owned and minority-owned businesses, the mix reflects Austin itself.
“We have stayed true to the original mission. Our focus has always been on the overall experience, placemaking and promoting the success of our business owners.”
"The 2nd Street District is a microcosm of Austin," said Bowen. "When we started, few local businesses wanted to take a chance on us. But the ones that did helped kick-start everything in a way that feels authentic and unique."
Ricks framed it as a reflection of shared values. "We've always sought the best entrepreneurs Austin has to offer, regardless of background," he said. "By embracing the city's welcoming, supportive, and creative spirit, the District has cultivated an identity that stands out in a competitive retail landscape and resonates deeply with Austinites."
None of this would be possible without the infrastructure of support that surrounds it. The City of Austin, the Downtown Austin Alliance, APD, EMS, and a long list of dedicated public servants have all played essential roles in keeping the District safe, clean, and thriving.
"The founding city staff and leadership who made this possible, including Kirk Watson, Sue Edwards, Jan Stevens, Fred Evans, and Margaret Shaw, have been instrumental to our growth” Bowen said. “The same goes for Robert Bagwell, Kent Smith, Craig Brockman, and the economic development team at the City of Austin and the Downtown Austin Alliance."
Twenty Years Down, Many More to Go
Twenty years in, the local pride is evident. And so is the forward momentum.
When asked what he is most proud of, Bowen did not hesitate. "The success of our founding business owners who have stuck with us for 20 years, and the strong foundation we've built for the retail partners who are just getting started. The 2nd Street District is a truly special place. It's vibrant, fun, and it has allowed downtown Austin to grow in the way we all hoped it would."
Looking ahead, the vision is equally clear. Ricks described a District that continues to evolve without losing what makes it special: a place where locals visit often, bring friends and family, welcome out-of-town guests, and create lasting memories with the merchants and operators who pour themselves into every corner of it.
“The 2nd Street District is a truly special place. It’s vibrant, fun, and it has allowed downtown Austin to grow in the way we all hoped it would.”
"We want everyone to continue to succeed and cultivate that special environment for them and our customers," said Bowen.
As for what visitors should feel when they walk through the District today, both Bowen and Ricks said the same word: welcomed.
"We want them to feel welcomed, excited, surprised, and energized," Bowen said. "We want the experience to feel eclectic, fun, and elevated in a way they didn't expect. The goal is always to surpass their expectations and make everything feel seamless and easy."
Ricks put it simply. "Above all, we want them to sense the passion our retail partners bring and experience the very best of what Austin has to offer."
Conclusion: A Legacy Worth Celebrating
“Above all, we want visitors to sense the passion our retail partners bring and experience the very best of what Austin has to offer.”
What started as a bet on downtown Austin has become one of the city's most enduring success stories. From economic uncertainty to explosive growth, the 2nd Street District has continued to evolve alongside the city it calls home while staying rooted in the vision that built it. As Taylor Bowen and Jason Ricks both made clear, the next 20 years are about deepening that connection, welcoming new generations of visitors, and giving Austinites a place they are genuinely proud to call their own.
