Shops at Flatrock Crossing inching closer to reality
The proposed site of Flatrock Crossing, a 350,000-square-foot site, along U.S. 281 in south Marble Falls. Staff photo by Maci Cottingham.
The $130 million Shops at Flatrock Crossing retail center is inching closer to reality in south Marble Falls, though progress remains slow after months of delays.
Development partner Russel Roper said the project, originally estimated to be completed by March 2026, is now “in the 90 to 95 percent range of finalizing things,” but construction at the 350,000-square-foot site along U.S. 281, between a 7-Eleven convenience store and the Charley Taylor Rodeo grounds, has so far been limited to moving dirt and rock.
“We’re still working on it,” Roper told DailyTrib. “This is just taking us a lot longer than anticipated.”
Roper explained that issues with Federal Emergency Management Agency (FEMA) regulations regarding construction near Flatrock Creek slowed down development. He also said that the untimely death of an integral business partner at a critical stage in the project caused severe delays.
Many of the previously announced tenants are still on board according to Roper, and lease negotiations are ongoing with additional retailers and restaurants. Some of the planned tenants, as of September 2025, include Academy, Hobby Lobby, Ulta Beauty, T.J. Maxx, Boot Barn, Famous Footwear, Chipotle, and James Avery.
Timeline of Flatrock Crossing
April 2024 – Project Announcement
Flatrock Crossing was unveiled as a 350,000-square-foot retail center with 34 storefronts, roughly 1,500 parking spaces, and space for an 87,050-square-foot grocery store, potentially with a fuel station. The original target opening was the end of 2025.
May 2024
The City Council approved a 10-year, $15 million sales-tax rebate following $3.8 million in earlier incentives. Securing a grocer was an early hurdle, complicated by competition with the existing H-E-B in Marble Falls. Tenant representative Bobby Johnson told the Council it was unclear who would fill the space, and a grocer has not been publicly announced since.
October 2024
The council approved updates to the Planned Development District (PDD), which sets the rules and standards for the development, including building design, signage, and landscaping. The updates included exceptions for larger signage, taller light poles, and modified sidewalk requirements. Developers were allowed to remove large canopy trees from parking areas to improve storefront visibility, while smaller landscaping elements were still required.
Late 2024 – 2025
Delays were compounded by site issues.
- Redesigning and moving the location of a planned bridge due to flood concern.
- Lifting portions of the site out of the floodplain to meet Federal Emergency Management Agency standards.
- Conducting environmental studies on potential habitat damage for the endangered golden-cheeked warbler.
- Redesigning a planned road crossing over Flatrock Crossing.
- Relocating a planned water tower.
September 2025
Confirmed tenants include Academy, Hobby Lobby, Ulta Beauty, T.J. Maxx, Boot Barn, Famous Footwear, Chipotle, and James Avery, with lease negotiations ongoing for additional retailers and restaurants.
October 7, 2025
The Marble Falls City Council approved the Public Improvement District (PID) agreement, which had been in the works since 2022 but required updates due to earlier project delays. A PID allows developers to install infrastructure, such as roads and utilities, and be reimbursed over time through city-collected payments. Bonds tied to the PID are not expected to be finalized until late summer 2026.
The project could not move forward until the PID was secured. Once approved, financing can proceed, allowing full-scale construction to begin. Roper estimates that once construction starts, the first phase, which accounts for roughly 80 percent of the shopping center, will take 14-16 months to complete.
Additional Background
The land for Flatrock Crossing has been owned by the Roper family for about a century. Rather than selling the property, the family partnered with developers through the Ellison Roper Land Corp., helping to bring the retail center to life.
Adjacent to the retail site is Roper Ranch, a multi-phase residential and commercial development on the northeast side, planned in five stages. It will include hundreds of homes, apartments, and an additional retail space, with construction staggered to align with each phase.
The city of Marble Falls and the Marble Falls Economic Development Corp. have strongly supported Flatrock Crossing, noting that the project is expected to generate significant sales tax revenue, attract retailers that previously lacked local space, and provide residents with a convenient shopping alternative to traveling to the Austin area.
6 thoughts on “Shops at Flatrock Crossing inching closer to reality”
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Yes, because the one thing everyone needs is more places where they can buy things. Everyone is sitting in their homes saying to themselves “I can’t get the things I need because there are no retail stores in South Marble Falls”.
I notice there is no revised opening date. Nor is it in the Marble Falls “Development Activity” area on the city’s website. I’m not saying it is not going to happen, but I think no one is in a rush with the economy like it is.
I hope Aldi fills the grocer spot. It alone would attract people from all over.
I’d love to wager on this not happening within the next five years.
I’d like to wager you’ve never made a positive comment in your life.
I keep hoping the whole thing will go away.