Potter County is on the brink of a major transformation as Llano Real Estate prepares to break ground on a large-scale housing development called Rock Ridge—a project that could reshape the area’s housing market, school enrollment, and long-term economic outlook.
Located south of Loop 335 and north of Hester Street, Rock Ridge sits in an area that has seen little residential growth over the years. That stagnation is exactly what developers hope to change. According to Llano Real Estate partner Josh Langham, “What’s basically driving the need to do it is a lot of inventory and rooftops in Amarillo. We’ve seen a deficit in lot inventory over the years, and we’ve seen absolutely no growth to the north side.”
A Much-Needed Boost to Amarillo’s Housing Supply
The scope of Rock Ridge is impressive. Plans call for about 1,150 homes in the initial buildout—making it one of the largest new developments in Potter County in decades. And that first phase may only be the beginning, as developers have noted there is additional room to expand in the future.
The need for new homes isn’t just a matter of growth; it’s a matter of supply and demand. Amarillo simply doesn’t have enough new lots available. Langham emphasized that shortage, saying, “With the current inventory of lots that we have, there’s not a surplus in Amarillo, so the timing is very crucial to provide this. This inventory is to get some more housing to stabilize this workforce.”
As new industries continue establishing themselves in the region, local leaders expect an influx of workers needing housing. Rock Ridge is positioned to help fill that gap.
A Variety of Homes for a Variety of Families
Rock Ridge aims to offer something for households at multiple price points. Lennar will build what developers describe as the most affordable housing options in the community, while Llano Real Estate will offer upgraded, higher-end homes for families needing more space or amenities. Home sizes will range from two-bedroom cottages to larger three-, four-, and five-bedroom traditional homes.
Potter County Commissioner John Coffee believes this variety will make the area more attractive to growing families. “They’re going to build, like I said, 1,100 homes; it’s going to be beneficial to the young families relocating to this area,” he said. Beyond the benefit to new residents, Coffee added that, “I think it’s going to help the tax base in Potter County. I think more houses equate to a lower tax rate.”
A Potential Turning Point for Local Schools
One of the most significant ripple effects of a development this large will likely be seen in public schools. Amarillo ISD has faced enrollment declines in recent years, particularly on the north side of the district, leading to the closure of some campuses—including Pleasant Valley Elementary.
With Rock Ridge bringing hundreds of families into the area, the community may see a reversal of that trend. As one county official noted, “With this development, Amarillo ISD could eventually redraw its lines and move some students around to accommodate the opening of that school.”
For Pleasant Valley families, this possibility brings hope. Reopening closed campuses would not only restore neighborhood schools but also strengthen community identity in the northern part of the county.
Economic Growth, Jobs, and a Stronger Community
Beyond housing and education, Rock Ridge represents long-term investment in Potter County’s future. A project of this size brings construction jobs, new businesses, and greater economic activity. Local officials and developers agree that this project aligns perfectly with current growth patterns and upcoming industrial expansions in the region.
A groundbreaking ceremony is scheduled for January, and construction is expected to begin in the summer of 2026, with the buildout projected to take six to seven years to complete. Over that time, the development is expected to grow into a full community—one that anchors the west side of the county and reflects the changing needs of Amarillo’s workforce and families.
A Promising Vision for Potter County
Rock Ridge isn’t just another housing subdivision; it’s a strategic effort to address long-standing shortages in local housing, meet the needs of a growing workforce, and strengthen community resources like schools. As the developers put it, the project represents a real opportunity for housing, education, and the future of Potter County.
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