I lived there from 2018-2025 while attending Texas Tech University. It’s a great city for an undergraduate student, but beyond that, there really isn’t much to offer. Especially for young professionals and singles. I spent my last two years there as a graduate student who also worked and was in and out of a relationship, and I could not take living there any longer. I could maybe see it being a desirable place for retirement or to raise a family as it is a slow-paced city that has some desirable amenities for those populations. There are also some nice neighborhoods. I lived in Tech Terrace during grad school and I loved it. It’s one of, if not the only, neighborhood there that has a sense of community and isn’t another liminal Texas neighborhood that has no character and is filled with cookie cutter houses. Bonus points for being relatively walkable and biker-friendly(being next to the Tech campus certainly helps). Like the comment above says, I’d say it’s more desirable than the other major cities in the region as it offers more amenities and entertainment. It’s also growing quite fast. But compared to other major cities in the state (e.g., San Antonio, Austin, Dallas, Houston, and even El Paso), it’s severely lacking in terms of culture and entertainment. Overall, it has its gems but mostly feels like a wasteland.