Toyota moving American HQ from Los Angeles area to Plano: Possible development of Japanese community in DFW in Dallas/Fort Worth/Metroplex Posted May 31, 2014 Dallas has historically been better at marketing itself than Houston. Peter Marzio attributed Houston's lag behind other cities in this area to our economy being mostly wholesale companies, which do not sell directly to consumers - hence, not many marketing firms in the area. Whereas Dallas is full of retail companies and has the apparel economy, the trade marts, etc. The result is that there's much more marketing talent in Dallas than in Houston, and more of a marketing mindset overall. Most companies that relocate to Texas or within Texas that aren't oil related (and hence could conceivably locate anywhere) seem to pick Dallas. Boeing considered Dallas before opting for Chicago. AT&T moved from San Antonio to Dallas, although they did have large existing offices there. Now Toyota. Even Exxon when it moved to Texas somehow passed over Houston and picked Irving, although most of their workforce is in Houston. They've built a better image around the country than we have, and it pays dividends. It is true they have better marketing talent and branding up there, but there's another factor: no company outside of the energy industry wants to compete with energy companies to attract and hold talent. The energy companies can always overpay to get the talent they want. This was also part of why Toyota put their truck plant in San Antonio instead of Houston (although I'm sure the Eagle Ford shale boom is giving them fits now holding on to workers at affordable salaries). It makes Dallas a safer bet for non-energy companies. I tend to think of it as tech goes to Austin, energy goes to Houston, and everybody else goes to DFW.