With the NCAA Men’s Final Four completed in San Antonio, signs increasingly point to the city stepping into its role as a major metropolitan center. The tournament was projected to generate approximately $440 million in economic impact, driven by the arrival of around 100,000 visitors and increased spending across retail, dining and hospitality sectors.
Although San Antonio has previously hosted the Final Four, this prestigious event is typically reserved for larger cities such as Las Vegas, Los Angeles and Detroit. Its return signals a shift — San Antonio is no longer viewed solely as a regional market but as a growing national destination. A key advantage of hosting is the proximity of stadiums within a walkable downtown area, which enhances the experience for both visitors and event organizers.
Named one of the fastest-growing cities in 2023, San Antonio has demonstrated strong signs of post-pandemic recovery and economic momentum. Current projections estimate the addition of approximately 22,000 new residents annually. At this rate, the city’s population is expected to surpass 1.5 million by 2030.
One of the most significant indicators of continued growth is Project Marvel — a proposed downtown development anchored by a new basketball arena for the San Antonio Spurs, accompanied by a surrounding mixed-use district. This initiative carries the potential to increase citywide revenue, attract talent, generate employment and return the Spurs to downtown. The project could eliminate blackout dates and scheduling conflicts by enabling the hosting of multiple events simultaneously.
Project Marvel also strengthens the incentives for the Spurs to remain in San Antonio, rather than considering relocation to Austin. Investment from the team is essential, while taxpayer contributions should be kept to a minimum. Public funds must prioritize broader infrastructure and community needs.
Developments of this magnitude must include a robust equity framework. Without intentional oversight, such projects may divert attention and funding from pressing challenges across the city. Despite projected economic benefits, urgent issues such as homelessness, affordable housing and public transportation require greater focus.
Several existing initiatives aim to address housing needs, including the Strategic Housing Implementation Plan and the 2022 Affordable Housing Bond. These programs target the creation and preservation of affordable housing, protection against displacement, and support for low-income households. However, additional long-term solutions will be required to meet rising demand. Project Marvel should only move forward if its impact aligns with and enhances these priorities.
Rapid expansion through Project Marvel, without adequate investment in an equity budget, will worsen existing disparities. A thriving city depends on balanced development that integrates economic growth with opportunity. Project Marvel must serve not only as an entertainment destination but also as a tool for equitable progress.
San Antonio’s rise offers considerable potential. The realization of that potential depends on thoughtful leadership and responsible planning.
