This Small Business Week, the Austin Chamber is proud to spotlight RiverCity Screenprinting & Embroidery, a homegrown success story that embodies the spirit of entrepreneurship and community dedication.

Founded in 1978 by Bob and Susan Sanders, RiverCity began as a modest side hustle in the couple’s garage, born out of a coach’s need for quality team apparel and a family’s dream to serve their local community. With just $500 invested in a heat press and vinyl letters, the Sanders family hit the ground running—selling custom gear at rodeos, markets, and high school events across Austin. Bob taught himself screen printing, expanded into embroidery, and eventually moved the business from the garage to a full warehouse off South Congress.

Today, over four decades later, RiverCity remains family-owned and proudly operated by the next generation. Bob and Susan’s son, Luke Sanders, now leads the business as CEO. Under his leadership, RiverCity has grown into a powerhouse team of over 75 employees and operates out of a sprawling 34,000-square-foot facility in San Marcos, Texas. Their custom work—ranging from screen printing and embroidery to digital production and art—has helped over 1,000 clients bring their brands to life.

“For over 40 years, we’ve been proud to help schools, events, and businesses across Central Texas amplify their brand with high-quality apparel and promotional products,” says Luke. “We believe in doing things right, and we believe in doing them together.”

Whether outfitting a local school, launching merchandise for a retail brand, or designing uniforms for businesses, RiverCity’s heart for service and commitment to quality has remained unchanged.

💡 RiverCity’s Top 3 Tips for Small Business Owners

As a seasoned small business, RiverCity offers this advice to those just starting out:

1. Build a reputation before building revenue.
Reputation is your most powerful currency. Clear communication, authentic internal culture, and consistent quality lead to trust. For RiverCity, exceptional customer service has led to years of organic growth fueled by referrals and loyal repeat business.

2. Don’t underestimate the power of systems.
Efficiency matters. Create simple, effective workflows early—whether that’s using Google Sheets for organization or trying Canva for basic design. RiverCity attributes much of its scalable success to implementing collaborative, evolving systems that keep pace with trends and technology.

3. Invest in your brand presence.
Your brand should speak before you do. Professional, high-quality branding builds credibility and fosters customer loyalty. RiverCity encourages entrepreneurs to get involved in their community, wear their brand with pride, and view every promotional item as an opportunity to showcase value.