Fredericksburg, a small town in Texas Hill Country, has changed dramatically in recent years. Once known as a quiet German settlement and a favorite spot for antique shopping, it has now become a luxurious getaway for the wealthy. Some are even calling it “the new Aspen.”
A Tourist Boom
With a population of just 10,000 people, Fredericksburg is now the second most visited wine destination in the U.S., attracting 1.2 million visitors each year. The town’s airport sees around 30 private jets weekly, bringing in rich visitors from all over the country.
Ethan Crane, who manages the airport’s private jet services, noted a massive increase in fuel sales. “In 2006, we sold 104,000 gallons of fuel. Last year, we sold 360,000 gallons,” he said, highlighting the rise in wealthy travelers.
Rising Costs and Local Concerns
This transformation has made life difficult for some long-time residents. Housing prices are going up as wealthy investors buy land, making it harder for locals to afford to live there. Some fear they may be forced to leave if property taxes keep rising.
“If my taxes go up, I might not survive,” one resident told Texas Monthly. Many are worried about being priced out of their own town.
The change began in 2009 when local officials and a branding agency, Creative Noggin, launched a campaign to attract younger, wealthier tourists. The effort was highly successful. Today, the town is filled with upscale wine-tasting rooms, high-end boutiques, and gourmet restaurants like Otto’s German Bistro and La Bergerie.
A New Identity
Fredericksburg’s main road has been compared to California’s Napa Valley. It is lined with wineries, breweries, and distilleries, drawing large crowds. Tour vans regularly shuttle visitors between tasting rooms, and “rowdy bachelorette parties” have become a common sight.
Local business owner Rebecca Rather has mixed feelings. “Some people come here just to get drunk,” she said, noting that the town has changed significantly.
However, not everyone is unhappy about the transformation.
Economic Growth and New Opportunities
Mayor Langerhan, a fifth-generation resident, believes the town has benefited from the wealthy newcomers. “Fredericksburg is a better place because of the people with money who have invested here,” he said. The increased tourism has funded new basketball courts, improved playgrounds, and better baseball fields.
Daniela Gaona, who manages Elk Store Winery & Distillery, agrees. “Businesses come and go, but more people keep coming because they want to try new places,” she said.
While the town’s character has changed, its new status as a luxury destination has brought both challenges and opportunities.
