Watching the world watch Texas.

Issue No. 2, 2024

In this issue of Branding Texas: That high-speed Houston-Dallas rail project may be back on track; Texas rock band Treaty Oak Revival draws fevered interest from top record labels; Remote Marfa declared art capital of Texas; The Dallas Mavericks advance to the NBA Finals for the first time since 2011; Texas achieves solar milestone – 36% of state’s electricity demand met by solar power during peak house.

Thomas Graham


Texas high-speed rail plans reviving, thanks to Amtrak?

The national financial media has picked up on renewed interest in the high-speed rail project connecting Dallas and Houston. This project, which has long been in the works, received a boost from Amtrak’s high-speed rail chief, Andy Byford.

  • Support from Amtrak: Byford emphasized the project’s feasibility, citing the optimal distance and straightforward topography between the cities.
  • Travel Time Reduction: The bullet train could reduce travel times between Dallas and Houston to 90 minutes, compared to the typical 3.5 hours by car.
  • Global Interest: The project has garnered support from Japan, with the Japan Bank for International Cooperation providing a $300 million loan in 2018. The estimated cost of the project ranges between $25 billion and $30 billion.

This development promises significant advancements in Texas’s transportation infrastructure, potentially revolutionizing travel between its two largest cities.


Texas band Treaty Oak Revival about to go national?

Texas rock band Treaty Oak Revival is gaining national attention and drawing interest from major record labels. The band, which formed in Midland in 2019, is quickly becoming a household name.

  • Industry Buzz: According to Billboard, the band is generating over 15 million streams a week in the U.S., with labels from all three major record companies showing interest.
  • Band’s Success: Lead singer Sam Canty attributes their popularity to their energetic and entertaining live shows.
  • Upcoming Performances: The band is set to perform with Koe Wetzel on August 30th in Atlantic City, New Jersey, further boosting their national profile.

Treaty Oak Revival’s rise is a testament to the dynamic and evolving music scene in Texas.


Is Marfa TX a new national obsession?

Marfa, Texas, is becoming a focal point in the national arts scene. Known for its remote location, the town is gaining recognitio

n as an artistic hub, attracting visitors and artists alike.

  • Art Capital: Artful Living magazine declared Marfa the “art capital of Texas,” known for its world-class art, five-star food, and a mix of eclectic artists and local Texans.
  • Historical Significance: The town gained fame from the 1956 film “Giant” and has since attracted artists like Donald Judd, who moved there in the 1970s and transformed the town’s cultural landscape.
  • Celebrity Appeal: Regular visitors include Matthew and Camila Alves McConaughey, adding to Marfa’s allure.

Marfa’s unique blend of art and culture continues to draw attention and acclaim, cementing its status as a must-visit destination.


Mavericks Beat Timberwolves, Advance to NBA Finals

The Dallas Mavericks have advanced to the NBA Finals after a dominant 124-103 victory over the Minnesota Timberwolves in Game 5 of the Western Conference finals. This marks the Mavericks’ first appearance in the NBA Finals since their championship win in 2011.

  • Luka Doncic’s Performance: Doncic scored 20 points in the first quarter alone, finishing the game with 36 points, 10 rebounds, and five assists. He was awarded the Earvin “Magic” Johnson MVP award of the Western Conference finals.
  • Kyrie Irving’s Comeback: After a subpar Game 4, Irving scored 36 points on 14-of-27 shooting with no turnovers, showcasing his offensive prowess and contributing significantly to the win.
  • Dereck Lively II’s Return: Lively returned to the lineup after a neck strain, adding nine points and eight rebounds, helping the Mavericks win the battle of the boards.
  • Future Matchup: The Mavericks will face the Boston Celtics in the NBA Finals. This matchup will be filled with storylines, including Jason Kidd’s first finals appearance as a coach and Kyrie Irving’s chance to win a second championship against his former team.

The Mavericks’ journey to the finals highlights their resilience and strong team dynamics, setting the stage for an exciting series against the Celtics.


Global media interest in the growth of solar power across Texas

Texas is making significant strides in solar power, gaining attention from global media. The state recently achieved a milestone by meeting over 36% of its electricity demand with solar power during peak hours.

  • Solar Milestone: Texas met over 36% of its electricity demand with solar power for five consecutive hours during a peak surge, showcasing the state’s solar capacity.
  • Economic Impact: The solar industry is creating jobs and stimulating economic growth across Texas.
  • Future Projections: Experts predict Texas will lead the nation with nearly 100 GW of new solar capacity additions from 2024 to 2034.

This achievement underscores Texas’s commitment to renewable energy and positions the state as a leader in solar power adoption.


We’d love to hear from you.

Please email [email protected]