In the latest installment of Boerne Listens: A Community Q&A, the City spotlighted the behind-the-scenes team at the Communications Department that keeps residents informed, engaged, and connected.
From City alerts to community events and storytelling to social media, the Communications team serves as the voice of the City — helping ensure that accurate, timely information is available to all who live, work, and play in Boerne.
“We’re the storytellers, the educators, the connectors,” Communications Director Chris Shadrock said. “Our goal is to meet people where they are.”
Core Functions of the Communications Team
The department manages a wide range of responsibilities, including promoting events and activities, leading the City’s social media presence, maintaining and updating websites, sending alerts and notices, and serving as the City’s media liaison. These functions are central to delivering trusted information to residents, utility customers and visitors in a clear and timely way.
In Spring 2023, the City launched a major overhaul of its primary website to improve functionality and user experience. Since then, the main website alone has received more than 1.8 million page views from 560,000 visitors in Fiscal Year 2025.
To further streamline public communication, the City launched MyBoerneNews.com in Summer 2024. Designed to consolidate external messaging and citywide updates, the site had 79,000 page views from 56,000 visitors and featured 125 stories written in FY25.
Individual department sites also saw high engagement:
- Visit Boerne: 688,000 views
- Parks and Recreation: 237,000 views
- Library: 103,900 views
- Utilities: 42,732 views
Web traffic continues to reflect modern usage habits: 71 percent of users access sites via mobile, with 64 percent arriving through organic search and 24 percent visiting directly. Only two percent of web visits originate from social media, highlighting the importance of search engine optimization and content accessibility.
Accessibility and Innovation
Looking ahead to new federal ADA regulations taking effect in Spring 2027, the City has already taken steps to enhance web accessibility. The launch of the ReciteMe tool on City websites provides customizable experiences for users with disabilities.
The department also worked with the City’s Utility Customer Care and Billing team and IT staff on a form digitization initiative, which will begin replacing utility forms with easy online signups, which will further expand the City’s service capacity beyond traditional office hours.
Expanding Community Engagement
The Communications team continues to introduce new ways to keep residents informed and connected.
- The Community Events Calendar was expanded to highlight activities hosted by the City and community partners, with encouragement for local businesses to submit events as well.
- The Boerne Q&A tool provides 24/7 answers to common resident questions directly from the website.
The City highlights nearly 700 free or low-cost events each year across departments like the Library and Parks and Recreation, including family-friendly favorites like Kite Day, Chalk Walk, and afterschool library programs.
Through continued collaboration with partners and departments, Communications ensures these events reach a broad audience — reinforcing Boerne’s values of inclusion, accessibility, and connection.
Print and Digital Outreach with Community Impact
A new partnership with Community Impact launched in February 2025 with digital updates and expanded in May to include monthly print editions mailed to all homes in the 78006 and 78015 ZIP codes. The publication reaches 29,100 households and 45,700 readers, providing a reliable, recurring platform for residents to receive information in both print and online formats.
A Connected Boerne is a Stronger Boerne
Through upgraded digital platforms, expanded event promotion, face-to-face engagement, and new print partnerships, the City of Boerne’s Communications Department is continually evolving to meet the needs of a growing community.
Watch the full Boerne Listens: Communications presentation at boernetx.gov or on YouTube, and stay tuned for next month’s conversation.
