Mayfair, Vida developer rebrands under one identity, looks toward the future

The master-planned developer of several high-profile projects around San Antonio is consolidating its branding to more clearly articulate its vision as a company.

Southstar Communities, Southstar Development Partners and Southstar Realty have been consolidated under one brand — Southstar. The company is responsible for large mixed-use developments like Vida on San Antonio’s South Side and Mayfair in New Braunfels, which include residential and commercial components.

“Typically, we spend our time creating the vision of our communities: What is Vida, Mayfair or Mission del Lago?” said Southstar CEO and President Thad Rutherford, whose father Larry founded the company in the late 90s. “This is a chance to say who the company working on that vision is. What’s important to us? That’s what’s hard to define sometimes.”

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He said he hopes the rebrand will articulate the company’s mission to create higher-quality communities.

“As a developer, we sometimes get defined by the market, so this is really just trying to tell our story better about who we are as a company and a family,” Rutherford said. “It’s not just building projects and making profits. There are ways to be successful and financially viable but add a bigger impact than the average subdivision does.”

He highlighted the firm’s partnership with the city, and organizations like ActivateSA. At Vida, NRP Group is building Los Arcos, a 100% affordable housing apartment complex that received city Housing Bond 2022-2027 funds, in partnership with the San Antonio Housing Trust.

“Despite the size of our projects, we’re a quality-over-quantity developer,” Rutherford said. He said that Mayfair and Vida are taking up a lot of the company’s time, but that he’s “certainly looking at opportunities that are unique and impactful.”

The company has hundreds of new home lots slated for development at its communities and recently inked deals with new homebuilders at Mayfair.

He said every company should look at itself every five years.

“And it’s been about five years since we last looked at ourselves,” Rutherford said.

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