Trish DeBerry Champions Downtown San Antonio as the Heart of a Great City

Rotarians welcomed Trish DeBerry, President & CEO of Centro San Antonio, for a candid and forward-looking presentation on the role downtown plays in the city’s future at the February 4 luncheon for the Rotary Club of San Antonio. 

As a native San Antonian and Trinity University graduate, Trish previously founded and led two marketing and communications firms and has served twice as Centro’s board chair. Known for her strategic vision and collaborative leadership, Trish is passionate about building a strong, inclusive future for the city she calls home.

Centro’s Role: Clean, Safe, and Inclusive

DeBerry outlined Centro’s mission to maintain a clean, safe, and inclusive downtown, highlighting the organization’s ambassador program as its most visible and impactful effort. Operating 24/7, Centro’s ambassadors provide hospitality, safety presence, and outreach, often serving as trusted connectors for unsheltered individuals.

She noted that many ambassadors bring lived experience, reinforcing Centro’s commitment to compassion, dignity, and second chances while supporting quality of life for everyone downtown.

Building a Downtown That Works for People

A thriving downtown, DeBerry explained, depends on people living there—not just visiting. Density drives services, walkability, and vibrancy. She addressed challenges around safety, parking, and mobility, pointing to solutions such as clearer parking tools, expanded micromobility options, and “park once” approaches that make downtown easier to navigate.

She also highlighted ongoing efforts to improve comfort and sustainability through shade, tree planting, and beautification initiatives that help combat the urban heat island effect.

Investing in the City’s Future

DeBerry closed by connecting downtown’s success to San Antonio’s broader prosperity. Major developments—ranging from sports and education investments to transit and redevelopment projects—are reshaping the urban core and strengthening the city as a whole. Downtown, she noted, generates economic value that supports neighborhoods across San Antonio.

As the city’s historic heart and shared gathering place, downtown remains central to San Antonio’s identity. DeBerry left Rotarians with a simple reminder that tied her message together: “Great cities, at the end of the day, have great downtowns.”