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Waco sits on the Brazos River roughly halfway between Dallas and Austin and is centered on Baylor University, the largest Baptist university in the world. The city gained national tourism momentum from Chip and Joanna Gaines' Magnolia brand, which transformed its downtown into a destination.
Population: 145K (metro area: 300K) · Economy: Education, Healthcare, Manufacturing · Major employers: Baylor University, Ascension Providence, L3Harris Technologies · Median household income: $49K
The Magnolia and Fixer Upper effect made Waco unusually image-conscious, so local businesses lean heavily on Instagram-ready storefronts and visual social campaigns. Smart digital marketing here capitalizes on heavy tourist traffic while still serving a steady base of Baylor families and longtime residents.
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