A few years ago South Congress Avenue was a little seedy, a place where businesses had slumped and a couple of motels rented rooms by the hour. Now those restored South Congress motels are likely to be renting rooms to high tech execs and movie stars. The South Congress Avenue neighborhood has a new image and a hip name to match. South Congress continues to march South beyond Oltorf, the official southern boundary, and new South Congress apartments and businesses are being built all the way to St. Edward's University. The SoCo name and area is for the people who want to be in the hip and cool part of Town.