Produced by the Lubbock Board of City Development, this 1989 promotional film positions the city as a place for industry and recreation. The film begins with a montage highlighting a variety of sites, including Lubbock Christian University, Reese Air Force Base, and Lubbock General Hospital. Next, it profiles three local businesses or economic ventures: the Stone Container Corporation, a Ford Motor Company-sponsored research project at Texas Tech University, and Llano Estacado Winery. The film concludes with a second montage, this time focusing on the array of recreation and leisure opportunities Lubbock has to offer, from Texas Tech football games to hot air balloons.