REXBURG — For a town that has long built its reputation on a tight-knit sense of community, Rexburg is starting to look a little different.
New businesses are bringing more places to shop, eat and spend time. Café Zupas recently opened on University Blvd., and Zeppe’s Italian Ice has brought a new destination for frozen treats. Olive Garden is also opening its doors, adding another dining option for residents who might otherwise make the trip south to Idaho Falls.
And that is just part of the picture.
“In the past, everybody asked for a Hobby Lobby — all the ladies did. So, we got that. And then the men were mad, so we had to get them a Home Depot,” joked Scott Johnson, director of economic development and public relations for the City of Rexburg.
Johnson says the goal goes far beyond giving residents more retail options. The city is actively working to attract businesses that can provide higher-paying jobs, particularly for BYU-Idaho students who hope to stay in the region after graduation.
“A lot more students are saying, ‘Hey, we really would love to live here if there were some more opportunities,’” Johnson said.
However, rapid growth also comes with its share of challenges. A growing population brings increased traffic, heightened demand for housing and a greater need for public spaces where residents can spend time outdoors.
To keep pace, the city is exploring future park space along the Teton River and at Steiner Park, while simultaneously pursuing downtown revitalization and new commercial development projects.
Yet despite all of these changes, Johnson emphasizes the most defining characteristic of Rexburg isn't something developers can construct.
“The feeling that you have in Rexburg is not because of the place or how big it is — it's because of the people,” Johnson said.
From new dining spots like Café Zupas and Zeppe’s to major developments like WinCo and The Home Depot, Rexburg is actively making room for the future. While several projects remain in the works, the city's direction is clear: expand options for residents, create more opportunities for workers and offer more reasons for people to stay.
The ultimate challenge will be ensuring that as the city expands, it retains the neighborly spirit that made it feel like home in the first place. The spirit that made this city “America’s Family Community” in the first place.
Because, while developers can build new shopping centers and widen roads, building a community takes people.