This is an interesting point. Because, IMO, it's a double-edged sword. The overall cultural change throughout the country has been net negative. People are generally more unhappy now than they were 20 years ago. And cities are hubs of that negativity.
Having said that, I can't think of a college town (with the exception of LA) that competes with Austin for things to do/fun to be had. And that's still a strong positive for recruiting purposes.
Great college football comes from towns of under 500,000 . Look at the below listing for the 2021 top 25 teams the first week of December 2021. 21 of 25 are from towns of under 500,000. The numbers are the population.
Clemson Clemonson S.c. 17671
Ole Miss Oxford , Ms 29,000
Michigan State East Lansing, Me. 49,000
Oklahoma State Stillwater, Ok 50,000
Iowa Iowa City, Iowa 75,000
Arkansas Fayetteville , Ark. 90,000
Notre Dame South Bend 102,000
alabama Tuscaloosa, 103,000
O.U. Norman, Ok 111,000
ByU Prov , Utah 117,000
Utah Provo,Utah 117,000
Texas A & M College Station, Tx 122,000
Baylor Waco , Tx 125,000
University of Louisiana Lafayette Lafyette , La. 126,000
UGA Athens Georgia 129,000
Oregon Eugene , Oregon 177,000
Wake Forest Winston-Salem North Carolina 251,000
Kentucky Wildcats Lexington , Ky 295,803
University of Pittsburgh Pittsburgh, PA. 303,000
Michigan Ann Arbor 329,000
North Carolina State Raleigh , N.C. 483579