Cotton production in the Texas Coastal Bend has changed remarkably during the last 16 years. During the early 1970's the area was destined to lose cotton as a cash crop due to low yields, adverse weather, increasing insecticide expenses, and increased insect pest resistance to insecticides. Major innovations in cotton production have made the area once again one of the prime areas of the state for cotton production. Advances in harvesting and ginning equipment, new varieties, improved pest management, and aggressive cultural practices are but a part of the success story of cotton in the Texas Coastal Bend. Producers in this area are confident that cotton can be grown successfully and generate a net profit that competes with alternate crops and other areas of the cotton belt. This paper will cover the highlights of this success story.