Via Americas gets a TIRZ: Kris Kristofferson son encourages 'yes' vote

Jul. 27—A proposed Brownsville riverfront redevelopment project, via Americas, the brainchild of California-based developer Sam Marasco, wasn't going anywhere without a financing mechanism known as a Tax Increment Reinvestment Zone, which has proven elusive up to now.

On Tuesday morning the Cameron County Commissioners Court changed all that with its approval of an order of the court to establish a riverfront TIRZ "pursuant to the Texas Tax Increment Financing Act and the Texas State Constitution." The order stipulates that "all things reasonable and necessary" be done to carry out the purpose of setting up the TIRZ, which is to facilitate development of via Americas.

A TIRZ is a tool offered by the state that reimburses the developer for up-front investments in public infrastructure improvements through incremental increases in property taxes once a project is complete, and serves as a way for local governmental entities — the county in this case — to get big-ticket projects done that likely wouldn't be feasible otherwise.

Marasco spent several years securing preliminary pledges of cooperation from the relevant federal and international agencies, including the Department of Homeland Security and the International Boundary and Water Commission, for a total makeover of the riverfront between Gateway and B&M international bridges.

The project entails replacing the existing earthen levees and border fence with a concrete structure upon which would be built a commercial development with shops and restaurants, and which would contain a parking garage beneath while also serving as a Homeland Security-approved border barrier and flood wall.

Marasco had unsuccessfully pushed the city of Brownsville to create a TIRZ, arguing that via Americas couldn't proceed without it. In 2020 the city announced that, based on its own due diligence, it was withdrawing from further talks with Marasco. The county picked up the thread, however, and has been pushing the project, which the city has since thrown its support behind. Tuesday's vote represented a major milestone. It costs the governmental entity and taxpayers nothing to set up a TIRZ, and there's no requirement that it actually ever be used for the purpose intended.

Marasco's plans for the project also include a hotel, office and residential space, plus the Kris Kristofferson Cultural & Entertainment District, named for the Brownsville native, songwriter/performer and actor whose numerous honors include the Grammy Hall of Fame Award, Grammy Lifetime Achievement Award and a Golden Globe for Best Actor. The Kristofferson center would feature personal memorabilia from his long music and film career.

Kristofferson's son John appeared via Zoom for Tuesday's meeting and encouraged commissioners to approve the TIRZ, arguing that the project has plenty of merit and "a lot of importance to my family." His father, he said, had never endorsed a project like this before but was honored to learn that his hometown wants to create a space bearing his name.

"In doing so we do believe you are honoring my dad's legacy," John Kristofferson said. "He's always been very proud of the fact that he comes from Brownsville, more than Nashville, Los Angeles, Hollywood, anywhere else. Brownsville's always been his home and that's where he's always been proudest of."

He said the family is looking forward to helping "breathe life into this."

Architect Steven Tillotson of San Antonio-based Alta Architects also encouraged a "yes" vote, noting that the idea for via Americas goes back nearly 15 years, when he was working on Brownsville's downtown revitalization plan. Downtown's significant historical character has long been a source of pride, though the riverfront redevelopment "will probably be the biggest thing that Brownsville will ever do this century," he said.

"I don't mean to be too grandiose about it, but Brownsville had a riverfront," Tillotson said. "It was founded on the river and it has languished for years and years. And I think that all the case studies and histories of other river cities have proven that when they do something wonderful with the river it returns something wonderful back."

He described the TIRZ as "the mechanism that makes all of the financing work."

"And the most important thing is this works for the people of Brownsville, for the community that I've been affectionate of as well," Tillotson said. "I wasn't born and raised in Brownsville but I've spent a lot of time and a lot of work in Brownsville, and I'm very proud to be part of the community and really look forward to the community going forward with this project."

Brownsville resident Diane Milliken Garza, who sits on the Texas Commission for the Arts, also voiced support for the project, saying it would be a boon for cultural tourism in the city.

"This would give us an opportunity to have a state-designated cultural district," she said. "The (project) plans have everything that would be needed for that."

Marasco characterized the project as "America's front door re-imagined and redeveloped" and said the development of via Americas can blend with the federal government's slated $100 million-plus renovation of Gateway International Bridge. He said via Americas would convert a "little poverty pocket of downtown" into a thriving commercial area and dignified river crossing for visitors, while the Kristofferson center is something Washington D.C. or Mexico City would be proud to have.

"I encourage this (TIRZ approval), which is the next step, and there are other things we've got to do," Marasco said. "We've got to stay vigilant and we've got to work through each of those points."

"We've still got a little ways to go but we're certainly getting there," Cameron County Judge Eddie Trevino Jr. said.

Trevino expressed the hope that the project is accomplished "in short order" so that the Kristofferson family, including Kris, who celebrated his 86th birthday last month, can be part of center's dedication festivities.

Precinct 3 County Commissioner David Garza likewise expressed support for via Americas.

"It's a great opportunity for our city, for our county and for our region to have another destination," he said.