By: Andy Clark
Texas has quietly become one of the most important battlegrounds in the race to build the nation’s digital infrastructure. From cloud computing to artificial intelligence, the data that powers modern life increasingly runs through facilities scattered across the state. And the scale of what’s coming is hard to ignore.
More than 220 gigawatts of large projects have asked to connect to the Texas electric grid by 2030, according to the Electric Reliability Council of Texas (ERCOT). More than 70% of those proposed projects are data centers, a striking figure even if only a fraction ultimately move forward. It underscores just how central Texas has become to the future of computing, and how much pressure that growth places on local communities.
Texas’ appeal is well known. The state offers comparatively affordable energy, an electric grid that is relatively straightforward to connect to, and a business-friendly tax and regulatory environment. Market analysts have taken notice: Cushman & Wakefield ranks Austin–San Antonio as the top emerging data center market in the country, with Dallas the third-largest established market. Hyperscalers are already committing capital. Google has announced plans to build three new data centers in Texas, including one in Armstrong County and two in Haskell County.
Yet as data centers move closer to homes, schools, and small towns, the conversation is shifting. The question facing Texas is no longer whether data centers are coming. It’s whether they can be built in a way that earns community trust rather than resistance.
Rethinking the NIMBY Assumption
For years, data center development has been shaped by the assumption that nearby residents will inevitably oppose new facilities. But new national research suggests that this “not in my backyard” narrative may be outdated.
According to the Airedale by Modine’s Data Center Community Acceptance Report, Americans are far more pragmatic than often assumed. When survey respondents were asked to choose between a data center located roughly one mile from their home that delivered faster, more reliable internet and local jobs, or one eight miles away that offered no direct benefits, the closer facility won decisively. Proximity alone was not the deciding factor. Perceived value was.
That finding has direct relevance for Texas, where many proposed sites are near fast-growing suburbs or rural communities eager for economic opportunity but cautious about infrastructure impacts. The data suggests resistance is conditional, not automatic.
What Communities Actually Care About
The Airedale survey highlights a clear hierarchy of concerns that developers would be wise to understand, especially in a state experiencing rapid growth.
First, local economic contribution matters most. Job creation generated the strongest support in the survey, followed closely by tax benefits that fund schools, roads, and local services. These responses went beyond passive acceptance. In many cases, they reflected strong support, indicating that residents could become advocates for projects that clearly invest in their communities.
Second, technology choices shape perception, particularly around noise. Data centers are often imagined as loud industrial neighbors, but only a small share of respondents viewed them as extremely noisy. What mattered more was whether developers used quieter cooling technologies or other mitigation measures. A majority said that equipment choices designed to reduce noise would ease their concerns.
For Texas communities, where quiet nighttime hours and quality of life are recurring themes in public meetings, this distinction is critical. Beyond just being engineering components, cooling systems are part of the lived experience of nearby residents.
Third, performance matters when people can feel it. Many respondents associated data centers with improved internet reliability. In a state where connectivity supports everything from remote work to education and healthcare, that association carries weight. When residents understand how a facility strengthens everyday infrastructure, the abstract idea of a “data center” becomes tangible.
Property Values and Perception Gaps
One of the most common objections raised during local debates is fear of declining property values. The survey data complicates that narrative. A plurality of respondents expected no impact on property values from a nearby data center, while others anticipated only modest changes. Some even foresaw slight increases. Only a small minority expected significant declines.
This does not mean property concerns should be dismissed. But it does suggest they may be less entrenched than developers and policymakers often fear. In many cases, uncertainty appears to stem from lack of information rather than fixed opposition.
Notably, 21% of respondents said they don’t know enough about data centers, pointing to a communication gap that can be addressed. Clear explanations about noise levels, visual design, energy use, and local benefits can prevent assumptions from hardening into resistance.
Why Listening Matters More In Texas
Texas’ data center boom is unfolding against a unique backdrop. The state’s independent power grid, rapid population growth, and history of infrastructure debates mean that public confidence matters. With hundreds of projects seeking interconnection, not every proposal will move forward, and those that do will face closer scrutiny.
Listening, in this context, is not about public relations. It’s about aligning design, technology, and benefits with local expectations before opposition forms. The Airedale research points to practical steps: lead with economic value, invest in quieter and more efficient equipment, design facilities that fit their surroundings, and explain how they contribute to reliability and resilience.
For developers, this approach can reduce delays and uncertainty. For communities, it offers a clearer sense of what they gain in exchange for hosting critical infrastructure.
A Defining Moment for Texas
Data centers are now as essential to modern life as highways and power plants. Texas’ role in hosting them will only grow as AI, cloud services, and digital connectivity expand. The question is whether that growth deepens divides or builds partnerships.
The evidence suggests Texans—and Americans more broadly—are not rejecting data centers. They are setting conditions. They want facilities that contribute locally, operate responsibly, and respect the communities around them.
As Texas cements its position as a national data center hub, builders can position themselves for success by starting with listening.
