Finding the right location is often the most challenging part of bringing a retail concept to life, and Casey Howard’s journey to open Bruster’s Real Ice Cream in San Antonio is a textbook example of perseverance in commercial real estate.

What many may soon look at as an overnight success was, in reality, the result of years of patience, strategic decision-making, and resilience. Casey spent nearly four years navigating the San Antonio market, with multiple promising sites and at least three deals falling through before the right opportunity finally came together.

This interview offers a candid look at the realities tenants face when entering a competitive retail market: evaluating site criteria, balancing visibility and access, competing with more established concepts, managing rising construction and financing costs, and knowing when to walk away from a deal that doesn’t align with long-term goals. Casey’s experience highlights how timing, capital planning, and strong brokerage representation can ultimately determine success or failure.

Most importantly, his story underscores a truth every business owner and developer understands: the right location is worth waiting for. Through setbacks, shifting economic conditions, and repeated negotiations, Casey stayed focused on his vision. The result is not just a new Bruster’s Real Ice Cream location, but a powerful example of how persistence and smart commercial real estate strategy can turn a long, uncertain search into a defining win.

What were your goals when you first decided to look for space in the San Antonio market, and what were the primary factors that guided your site selection? Were you looking for visibility, demographics, co-tenancy, access, competition, or something else?

When we began searching for the right location in San Antonio, our primary goal was to find a site that could fully support the Bruster’s concept. We considered both an end-cap space with drive-thru potential or a stand-alone building to maximize convenience for our customers. High traffic and strong population density were essential factors, as they ensure the volume needed for a successful operation. Because Bruster’s does not offer indoor seating, outdoor space was another critical consideration. We wanted a location that could accommodate a patio area, giving guests a comfortable place to enjoy their favorite treats. Visibility, accessibility, and the ability to create a welcoming environment guided every step of our site selection process.

Were there any surprises about the market—availability, pricing, timing, or demand—that influenced your decision-making?

One of the biggest surprises was how challenging it can be to introduce a new concept to the San Antonio market. While there were plenty of locations that seemed like a great fit for Bruster’s, we often found that property owners preferred more familiar or established concepts.

It was an eye-opening experience that reinforced the importance of persistence and creativity in site selection.

Ultimately, finding the right space required patience and a clear vision for how Bruster’s could bring something fresh and exciting to the community.

What kind of marketing strategies have you implemented or plan to implement to draw traffic to the store?

Social media and digital outreach will be major components of our strategy, helping us connect with the community and spread the word quickly. What’s been especially encouraging is the organic buzz during construction—many people have stopped by to share their love for Bruster’s and tell us they’ve visited locations in other cities. That enthusiasm reinforces our belief that San Antonio is ready for Bruster’s, and we can’t wait to welcome everyone when we open.

What role will your family play in Bruster’s Real Ice Cream?

Bruster’s is truly a family-driven venture for us. While most of the day-to-day operations will be managed by me, Casey, every member of the family will play an active role in supporting the business. Some family members will work in the store from time to time, while others will help manage our social media presence and community engagement.

It’s exciting to build something that not only serves the neighborhood but also brings our family together in a shared vision.

What are your plans or hopes for the future now that you’re operating in this new space?

Our goal is to bring the best fresh-made ice cream experience to the San Antonio market while creating a fun, welcoming environment for our guests. Beyond serving delicious treats, we plan to partner with local schools and nonprofits to support fundraising initiatives that enrich our community. We see Bruster’s as more than a business—it’s an opportunity to connect with people and make a positive impact in San Antonio.

What did this experience teach you about growth, timing, or navigating commercial real estate?

We spent nearly four years searching for the right location, and one of the most challenging aspects was finding a commercial broker who truly understood our vision. When we connected with Kara Walters, everything changed. She listened to what we wanted, guided us through the complexities of site selection, and stayed engaged even after the lease was finalized—checking on construction progress and sharing ideas for future locations. The process reinforced that timing matters, but having the right partner matters even more.

A knowledgeable, responsive broker can make all the difference in turning a frustrating search into a successful outcome.