It is the second largest city in Idaho's Magic Valley region, second only to Twin Falls which is located 10 miles (16 km) southeast.

[6] At the 2010 census there were 10,890 people, 3,693 households, and 2,640 families living in the city.

There were 3,985 housing units at an average density of 721.9 per square mile (278.7/km2).

The racial makeup of the city was 78.3% White, 0.4% African American, 1.8% Native American, 0.4% Asian, 0.1% Pacific Islander, 16.7% from other races, and 2.2% from two or more races.

At the 2000 census there were 7,780 people, 2,776 households, and 1,959 families living in the city.

There were 2,966 housing units at an average density of 927.0 per square mile (357.9/km2).

According to the United States Census Bureau, the city has a total area of 5.52 square miles (14.30 km2), all of it land.

The climate is cold semi-arid (Köppen: BSk), typical of the plateaus of the American West, although its temperature variation resembles a continental climate.