James McClure and his mom at a Houston Texan game.
James McClure and his mom at a Houston Texans game.
  • James McClure and his wife moved from Austin, Texas, to a smaller town in Wisconsin in 2023.
  • McClure and his wife disliked Austin's rebranding and couldn't tolerate the Texas heat any longer.
  • Selling their home in Austin's suburbs means they can live without a mortgage in a walkable town.

This as-told-to essay is based on a conversation with James McClure, a 54-year-old product manager for a video game company, who moved from the suburbs of Austin to a college town in Wisconsin in December 2023. The essay, which also incorporates quotes from emails between McClure and BI, has been edited for length and clarity.

I'm a fifth-generation Texan.