Bursting with independent businesses, home to the best school in Northern Ireland and situated in the heart of Mid Ulster - there's certainly lots to love about Magherafelt.
Just ask the locals, who were full of pride to learn that their town has been named one of the best places to live in Northern Ireland by The Sunday Times.
Many have been drawn to its social and economic hub since more than 8,000 residents were recorded at the last census 10 years ago.
Magherafelt has since benefited from investment in broadband and public realm schemes, which helped attract more people.
An added bonus is the newly opened town bypass, while the long-awaited dual carriageway is nearing full completion between the Castledawson roundabout and the M22 at Randalstown, ensuring an easy commute to many parts of Northern Ireland.
"It's a great town to live in," said Bethany McClenaghan (20), whose family have been running their butcher's shop on Market Street for over 50 years.
"We are a tight-knit community The town is full of lots of independent stores which is good for shopping but we're also lucky to have the new dual carriageway being built that will speed up journeys to Belfast," she added.
Across the street, retailer Paul Cuddy (52) of Cuddys Department Stores said a mix of great shopping and top schools helped put the town on the map. "Magherafelt is one of the best towns in Northern Ireland.
"It's fantastic for shopping with a wealth of small boutiques alongside chain stores. It's also home to schools that get fantastic results. I think that we should be number one on the list," he said.
Andrew Scott (31) from McSwiggans Grocery Store and Off Sales also believes his home town was robbed of the top spot, coming second to Holywood.
"I've grown up and worked here and always that found people in the community pull together when we need to, especially at the minute when we're all going through a hard time."
Gillian Andrews (52), who runs the Off The Diamond gift shop, added: "It's an absolutely great place to live and work. Everyone gets on well together and there's no nonsense. I have lived here all my life and raised a family so I've never wanted to leave."
Magherafelt was judged to offer a "supremely practical choice for families", thanks to its convenient central location, rapidly improving town centre and excellent schools, especially Rainey Endowed, which was recently named as The Sunday Times Northern Ireland School of the Decade.
"Magherafelt is a small town that's big in heart and atmosphere as everyone is really friendly," said proud principal Neil McClements.
"We are a very mixed community which all gets on well and works together for the greater good. And with such strong links to Belfast and Derry, that's why Magherafelt is thriving and ticks all the boxes."
The judges were also impressed by sports facilities at Meadowbank Multi-Sports Arena and Moyola Park Golf Club - one of the best courses in Northern Ireland - and the choice of beauty salons, hairdressers and coffee shops in the town centre.
Having suffered greatly in the property crash of 2007-8, Shaun Burns (43) from Burns and Company estate agents said Magherafelt is recovering better than other parts of the province.
"Over 300 new homes have been built and sold here in the last couple of years, and more are due to start in the coming months and years," he added.
Mr Burns said Magherafelt has also weathered the storm of recession better than most.
"That's evident in the number of businesses going from strength to strength and the lack of availability of retail premises to rent. Our range and quality of restaurants and bars ensure that not only do we attract many diners into the town, but locals also choose to stay," he added.
And he said demand has pushed property prices well above the average sale and rental prices of £135,000 and £520 respectively.