COLLEYVILLE (CBSDFW.COM) – The city logo still features fences and a horse.  However, this spring, Colleyville is in the middle of what officials call, a transformation.

If you drive through Colleyville and you will still see horses along the roads, barns in the backyards, and this spring, a city under construction.

“We’re starting to take the calls. Which is really had hoped would happen, we thought would happen,” said economic director Marty Wieder.

He spent years making those calls, trying to recruit business to build in Colleyville, like Whole Foods Market, which is opening this summer.

Surveys showed that residents wanted more restaurants and stores. Only recently have retailers recognized the post-recession rising incomes in the city, and the growing housing market in Colleyville where a half-million dollar home, is now the average.

Matt’s Rancho Martinez will open a restaurant here this month. The well-known Austin and Dallas Tex-Mex tradition, looked at expanding to Fort Worth or Arlington, but settled on Colleyville.

“We just felt that the opportunity here we shouldn’t pass it up,” said the restaurant’s director of operations, Mike Frank. “We felt we were a great fit for the community, and we felt Whole Foods and everything else in the complex, everything, they’re doing a great job at balancing the complex out.”

It’s part of a ripple effect that Whole Foods has helped create, Wieder told CBS 11.

New tenants are lined up for buildings across the street. Developers bought a nearby shopping center, comparing its potential, to something only seen in north Dallas.

Employers, including medical facilities and aviation companies, are opening offices between it all.

Colleyville has gone from recruiting business, to trying to balance it, with the small town feel that drew people there to begin with.

“We’ve got to keep that. That’s critical. That’s part of our identity. At the same time citizens want to see more restaurants and retail,” said Wieder. “It’s almost like we can become a resort, in the middle of the Metroplex.”

(©2014 CBS Local Media, a division of CBS Radio Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)

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