If you’ve ever found yourself stuck in that weird bottleneck on IH-35 between Austin and San Antonio, you’ve seen it. River Chase Shopping Center sits right there in New Braunfels, looking like a standard Texas power center. But here’s the thing: most people just breeze past it on their way to Buc-ee’s or the San Marcos outlets without realizing that this specific spot actually handles the "day-to-day" logistics of Hill Country living better than the tourist traps do.
It’s local. Well, as local as a massive retail development can be.
The center isn't trying to be The Pearl in San Antonio or South Congress in Austin. It doesn't have that "curated" hipster vibe that feels like it’s trying too hard to sell you a $14 candle. Instead, River Chase is where you go when you actually need to get stuff done. It’s anchored by Belk, which is a bit of a Southern staple that honestly doesn't get enough credit for its shoe department. You also have the heavy hitters like Ross Dress for Less and Marshalls.
Is it glamorous? Not really. Is it functional? Absolutely.
What You’ll Actually Find at River Chase Shopping Center
The layout is a bit spread out. You’re going to be doing some driving between storefronts if the Texas heat is hitting that 100-degree mark, because walking from one end to the other isn't exactly a stroll through a park. It’s a parking lot sea.
Let's talk about the retail mix. Most people end up here for the Target. It’s one of the cleaner ones in the region, usually better stocked than the Austin locations that get picked over by noon on a Saturday. Then you have the Dick's Sporting Goods. This is a major draw for the local crowd because, let's face it, New Braunfels is an outdoorsy town. If you’re heading to the Comal or the Guadalupe river, this is basically the last stop for decent gear that isn't overpriced gas station quality.
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The Food Situation (Beyond the Chains)
You’ve got your standard options. Chick-fil-A is there, and yes, the drive-thru line is exactly as chaotic as you’d expect at 12:15 PM on a Tuesday. But if you look closer, there are spots that make it worth stopping even if you aren't shopping for throw pillows.
- Clear Springs Steakhouse is technically right in the vicinity and it’s a legend. If you haven't had their fried catfish or the onion rings that are roughly the size of a steering wheel, you're doing New Braunfels wrong.
- Applebee’s and Logan's Roadhouse provide that predictable "I know exactly what this tastes like" comfort that works for families.
Honestly, the food here serves a specific purpose: fueling people who are mid-errand. It’s not a "dining destination," but it’s reliable.
Why the Location at IH-35 and FM 306 Matters
Traffic in New Braunfels has become a bit of a nightmare over the last five years. It’s one of the fastest-growing cities in the country, and the infrastructure is sweating under the pressure. River Chase Shopping Center sits right at the intersection of IH-35 and FM 306. This is a high-stakes corner.
If you’re coming from the Gruene Historic District, you’re basically a five-minute drive away. This makes it the go-to "oops, I forgot sunscreen" or "I need a better cooler" spot for tourists staying in Gruene. Residents of the nearby Northcliffe or River Chase subdivisions use it as their primary hub because driving into "old" New Braunfels can take twice as long during peak hours.
The "Buc-ee’s Effect"
You can’t talk about this area without mentioning the massive Buc-ee’s across the highway. It’s a vacuum. It sucks in all the tourist traffic. This is actually a win for River Chase. While the gas station across the street is a mosh pit of people buying beaver nuggets, River Chase stays relatively sane. It’s the "civilized" alternative. You can park. You can breathe. You can actually find a bathroom without waiting in a line of twenty people.
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The Reality of Shopping Here in 2026
The retail landscape has shifted. We all know that. Amazon exists. But River Chase has managed to stay relevant because it leans into things you need to touch and feel.
You aren't going to Belk to buy something you could just get on your phone; you’re going there because you need a suit that actually fits by tonight, or you want to see if those boots are actually comfortable. The PetSmart there stays busy because, well, people in New Braunfels love their dogs, and shipping a 40-pound bag of kibble is a pain.
It’s Not All Sunshine and Roses
Parking can be a bit of a headache near the Target entrance. The way the stoplights are timed on FM 306 can also lead to some serious frustration. If you’re trying to turn left out of some of these exits during rush hour, you might as well put on a podcast, because you’re going to be there a while.
Also, the center is showing its age in a few spots. Some of the pavement needs a bit of love, and the landscaping is your standard "drought-resistant Texas shrubbery" that looks a bit dusty by mid-August. But these are minor gripes for a place that does exactly what it says on the tin.
Navigating River Chase Like a Local
If you want to avoid the crowds, go on a Tuesday morning. It’s a ghost town. You can zip in and out of Marshalls in fifteen minutes. Saturday afternoons are the gauntlet. That’s when the soccer moms, the river tubers, and the weekend warriors all descend at once.
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- Pro Tip: Use the back entrances near the hotel strip if FM 306 is backed up to the highway.
- Check the hours: Some of the smaller storefronts in the strip sections have weird hours compared to the big anchors.
- Combine trips: Since it’s right by the Reser’s Fine Foods plant and other major employers, lunch hour is busy. Plan accordingly.
Why This Center Beats the San Marcos Outlets
Look, the outlets are 15 minutes north. They have Gucci and Prada and a thousand people bumping into you. River Chase is the "real world" version. It’s where you go for a new toaster, a pair of jeans that aren't "last season's leftovers," and a decent latte.
It represents the suburban backbone of New Braunfels. As the city continues to sprawl toward San Marcos and Austin, River Chase acts as a sort of anchor for the northern side of town. It’s stable. In a retail world where malls are dying, this power center model is actually thriving because it’s convenient.
What’s Missing?
People often complain that New Braunfels needs more "high-end" dining within these shopping hubs. While you have the steakhouses nearby, a truly great local coffee shop or a non-chain breakfast spot within the actual River Chase footprint would be a game changer. Right now, it’s very corporate. That’s fine, but a little more "soul" wouldn't hurt.
Actionable Steps for Your Visit
- Check the Target App: Before you go, check the inventory at this specific location (606 S Walnut Ave/FM 306 area). It’s often more accurate than other stores in the region.
- Avoid the IH-35 North Exit at 5:00 PM: If you’re coming from San Antonio, the exit for 306 will back up onto the main lanes. Take the Rueckle Rd exit and work your way up the frontage road instead.
- Hit the "Hidden" Shops: Don't just stick to the big boxes. There are smaller service-based businesses in the corners—like hair salons and nail spots—that often have better availability than the ones deeper in the city.
- Hydrate: If you’re walking between stores, remember this is a concrete heat sink. Bring water, or make your first stop the Starbucks inside Target.
River Chase Shopping Center isn't a tourist attraction, and that’s exactly why it works. It’s the reliable, slightly boring, but incredibly necessary heart of New Braunfels retail. If you need it, they probably have it, and you won't have to fight a thousand tourists to get it.
Next time you’re passing through, don't just look at it from the highway. If you need a break from the road or actually need to restock your life, pull off. It’s easier than you think.