Heath EDC & MBC Roll Out Targeted Marketing Campaign for The Reserve

The board of the Heath Economic Development and Municipal Development Corporations (HEDC/HMBC) has completed its most recent project, the 2022 Towne Center Overlay District Master Plan.

Now the board is focusing on new opportunities to achieve its mission of prudently expanding the City’s sales tax base. At the top of the list is a revitalized effort to market the 20 acres located along Heath Hawk Drive and Chris Cuny Boulevard owned by the HMBC.

The original 25-acre tract of land was purchased by the HMBC from Rockwall ISD in 2004. At the same time, the City purchased an additional 50 adjacent acres from Rockwall ISD that are intended for open/parkland space.

Combined, the 75 acres present a rare opportunity to attract upscale, pedestrian/bike friendly destination development that enriches the quality of life for Heath citizens.

“The HMBC-owned property was branded as ‘The Reserve’ in 2017 to capture the distinction of being held back for something special and unique for our community,” said Justin Saunders, president of the HEDC/HMBC. “We have several businesses going through or exploring the planning phase, and we are able to site our first completed project that met the vision for the land and the desires of the citizens we serve as a good example.”

The Hidden Creek Success Story

The first HEDC/HMBC project located on the land is the Hidden Creek special events venue. In 2014, the Hidden Creek owners and HEDC/HMBC executed a five-year ground lease agreement. The owners were responsible for construction of the venue and had the right to purchase the property for its original 2014 value at the end of the five-year agreement.

The owners exercised the right to purchase in 2019, and Hidden Creek continues to be successful hosting over 200 events a year in a beautiful facility that complements the vision for The Reserve and brings sales tax dollars into the community.

The Reserve Vision

“The Reserve is a place where the board envisions bringing the outdoors, the community and good times together,” said Scott Dodson, vice president of the HEDC/HMBC. “We unanimously agreed upon the specific types of additional businesses we want to target for recruitment.”

Those desired uses are upscale dining, boutique retail, elite sports and fitness, a luxury spa and a boutique winery all linked by winding trails that connect to the Towne Center retail center anchored by Tom Thumb, Towne Center Park, City Hall and Rockwall-Heath High School.

“We want to retain the semi-rural, wooded feel our citizens cherish to create a really cool place we can enjoy bringing our family and friends,” said Dodson.

HEDC/HMBC Assistance

“Through careful and wise stewardship through the years by many good volunteer leaders, the HEDC/HMBC has accrued the resources to be creative and flexible in assisting businesses and entrepreneurs who share our vision for The Reserve and have a passion and proven expertise for their product or service,” said Saunders. “This is a very strategic and proactive approach, and we’re excited about the results we can expect.”

Heath Entrepreneurs Welcome!

To learn more about bringing your own vision to life in The Reserve, contact Suzanne Brooke at sbrooke@heathtx.com to schedule a visit with project leaders.