Sleepy small Texas town is silently turning into the new Aspen as the super rich flock there
By Noa Halff
Daily Mail
Feb 23, 2025
Fredericksburg’s Oktoberfest is one of the largest in the nation and attracts visitors from all over the state and beyond
A quiet German settlement in the Texas Hill Country has been dramatically transformed into 'the new Aspen', - with private jets, luxury boutiques, million-dollar homes and a booming wine scene.
The once-sleepy town of Fredericksburg has undergone a dramatic transformation from an antiquing destination to a luxurious getaway hotspot for the wealthy.
The historic Hill Country town of just 10,000 residents is now the second most visited wine destination in the US, with over 1.2million visitors annually.
Locals say that up to 30 private jets per week have been arriving at the small regional airport, with wealthy visitors flying in from across the country.
But Fredericksburg's emergence as a tourism hotspot has left longtime residents 'scared' they'll be priced out of their hometown.
Property prices have skyrocketed as California media heirs and wealthy investors snap up real estate, pushing out middle-class residents.
'If my taxes go up, I might not survive,' one longtime resident told Texasmonthly. 'I tell you, I'm scared.'
The town's popularity rise began in 2009 when local tourism officials and the branding agency Creative Noggin started an ambitious campaign to attract younger, more affluent visitors.
They did so by embracing the town's historical charm.
A quiet German settlement in the Texas Hill Country has been dramatically transformed into 'the new Aspen,' - with private jets, luxury boutiques, million-dollar homes and a booming wine scene
The once-sleepy town of Fredericksburg has undergone a dramatic transformation from an antiquing destination to a luxurious getaway hotspot
The town was founded in 1846 by German immigrants under the direction of John O. Meusebach as part of the German settlement of Texas.
The settlement became known for its distinctive blend of Texas and German culture, with settlers maintaining their German traditions, language, and architecture while adapting to American culture.
The strategic makeover orchestrated by Creative Noggin spent 14 years rebranding Fredericksburg's image.
The strategy was a success. The once modest community was turned into a wealthy enclave for vacationers much like Aspen.
Aspen is known for attracting the super wealthy and being a playground for the rich and famous. It is estimated that one in 67 Aspen residents has a net worth of at least $30million.
Creative Noggin's campaign shifted focus from antique shopping and seasonal peach farms to luxury experiences, fine dining, and an emerging wine scene.
Digital marketing played a large role in the transformation, with online advertising growing from just five percent of the tourism budget in the early 2010s to 55 percent by the early 2020s.
The campaign specifically targeted affluent travelers from Dallas and Houston, encouraging longer stays and bigger spending.
The strategy paid off - perhaps too well for some locals' comfort.
The town was founded in 1846 by German immigrants under the direction of John O. Meusebach as part of the German settlement of Texas
The settlement became known for its distinctive blend of Texas and German culture, with settlers maintaining their German traditions, language, and architecture while adapting to American culture (The 700 historically significant structures located in the town's nationally recognized historic district)
Today, the sound of private jets has replaced morning roosters, and weekend visitors are more likely to be carrying designer shopping bags than antique finds.
The transformation is very visible at the small Gillespie County Airport, where up to 30 private jets now touch down weekly.
Many belong to members of Boot Ranch, an exclusive golf community where visitors arrive by Gulfstream for weekend getaways with groups requiring multiple SUVs just to transport their golf clubs and shotguns.
Ethan Crane, the manager of FBO, the airport's private jet services, emphasized the dramatic increase in customers.
'We've seen six jets today, and we have 20 to 30 a week,' Crane said to the outlet. 'In 2006 we sold 104,000 gallons of fuel, and last year we sold 360,000 gallons.'
Along Main Street, craft malls and antique shops have given way to high-end wine tasting rooms, boutiques selling rustic French furniture, and fine dining establishments like Otto's German Bistro and La Bergerie, a wine bar specializing in house-cured charcuterie.
The town's popularity rise began in 2009 when local tourism officials and the branding agency Creative Noggin started an ambitious campaign to attract younger, more affluent visitors
But Fredericksburg's emergence as a tourism hotspot has left longtime residents 'scared' they'll be priced out of their hometown (The Enchanted Rock State Park)
Their campaign shifted focus from antique shopping and seasonal peach farms to luxury experiences, fine dining, and an emerging wine scene
The '290 Wine Corridor' leading into town has been dubbed Texas's Napa Valley's Route 29, lined with dozens of wineries, breweries and distilleries.
White tour vans shuttle tourists between tasting rooms, including what locals describe as 'rowdy bachelorette parties'.
But the boom has come at a cost. Property prices have soared as wealthy outsiders buy up local real estate.
The transformation that turned the once-quiet German settlement into a luxury destination is increasingly out of reach for the very families who built it.
Longtime residents fear being pushed out by rising taxes in a town that was solidly middle-class just a generation ago.
Local business owner Rebecca Rather admitted it's harder to live in a town 'with so many parties' as she witnesses the town's evolution firsthand.
'Some people come here just to get drunk,' Rather, who runs Emma & Ollie cafe told Texasmonthly. 'It's getting harder to live in a town with so many parties.'
Digital marketing played a large role in the transformation, with online advertising growing from just five percent of the tourism budget in the early 2010s to 55 percent by the early 2020s (The main street in Fredericksburg)
The campaign specifically targeted affluent travelers from Dallas and Houston, encouraging longer stays and bigger spending
Along Main Street, craft malls and antique shops have given way to high-end wine tasting rooms, boutiques selling rustic French furniture, and fine dining establishments like Otto's German Bistro and La Bergerie, a wine bar specializing in house-cured charcuterie (A Texas Port wine from the Becker Vineyards in Fredericksburg)
The town's German heritage is still visible in its historic architecture and events, but some worry the authentic character that made Fredericksburg special is being lost.
Tourism officials defend the transformation, and pointed to record-breaking visitor numbers and international recognition.
The town now produces materials in multiple languages to accommodate growing numbers of travelers from Mexico, Germany, Japan and France.
Some residents also believe the change is good.
'I'm fifth-generation, and my husband is sixth,' said Mayor Langerhan. 'There's no question that Fredericksburg is a better place because of the people with money who have come here and done things for the community. We have two new basketball courts, better playground equipment, and baseball fields.'
Local business owners have witnessed the transformation firsthand.
Daniela Gaona, general manager of Elk Store Winery & Distillery, told DailyMail.com that the COVID pandemic actually accelerated their success, with customers flocking to sample their international wine selection and house-made spirits including moonshine, gin, and tequila.
Gaona says her returning customers also have noticed the change.
The town's German heritage is still visible in its historic architecture and events, but some worry the authentic character that made Fredericksburg special is being lost. (Historic Bank of Fredericksburg building, Fredericksburg)
Tourism officials defend the transformation, and pointed to record-breaking visitor numbers and international recognition.(Cars drive on Main Street March 16, 2019 in Fredericksburg, Texas)
She said that some have said: 'We were here three years ago, and oh my God, how much is growing, and how many new stuff you guys have.'
The business landscape remains dynamic, though not all newcomers survive the transition.
'As one place closes, another one opens,' Gaona explained to DailyMail.com. 'Some of them last, but some of them don't. But still, that is kind of bringing in more people because they want to try new places.'
Gaona's business has fortunately benefited from the trend. 'We probably are very fortunate that we have not been affected... Our business, year by year, has been growing,' she revealed.
When asked about rising costs in the area, Gaona acknowledged increases and said: 'They have [gone up] honestly, but I feel like that's kind of just United States. Everything has been going up... I wouldn't say it's a dramatic change.'
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