Letter from the Executive Director: To Market

By Chuck Harris in Jan | Feb 2025 on January 1, 2025 at 5:59 am | No Comments

The Texas Exes is in the legacy business—and that means we proudly put on the same events year after year. I love tradition, and I love being on the Forty Acres, so I’ve enjoyed my seven years on this burnt-orange merry-go-round. But this past November, we opened the doors of the Etter-Harbin Alumni Center for something completely new, crossing our fingers that it would work.

And wow, did it work. The inaugural Longhorn Market featured 60 alumni-owned businesses selling their products in a festive, holiday atmosphere with music, Hook ’Em, and more than 1,000 shoppers getting a head start on the holidays.

We had vendors travel from San Antonio, Dallas, and Houston, and all the way from Detroit, Los Angeles, and New York City. They were showing off everything from putting greens and jewelry to fresh baked cookies. National brands were set up next to burgeoning businesses from farmers markets and even five companies created by students.

When we launched the Longhorn Business Network just a few years ago, I had faith that it would grow into something big. But it was still a leap of faith. The Longhorn Market was the moment I realized that the dream had become a reality. It was proof of the concept that alumni want to support Longhorn businesses and do it at scale.

It was also proof that we all really love burnt orange and, especially when the football team is doing well, we can’t get enough. What do you buy a Longhorn for Christmas? We had hundreds of answers to that question under one big roof.

As I surveyed the merriment and general frenzy of that day, I started dreaming of how much bigger it could get year after year. And that classic line from Field of Dreams echoed in my head: “If you build it, they will come.”

Hook ’em,

@chuckjharris
Chuck Harris, BBA ’86, Life Member
Executive Director & CEO, the Texas Exes

CREDIT: Sara Light (3)