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🪶 Letter from the Editor

This week between Christmas and New Year’s has its own rhythm.

The rush eases. The calendar loosens. Towns slow just enough for you to notice things you might’ve missed when everything was loud — in business, in community, and in yourself.

So this edition of The Townie is meant to be read like a long visit on the porch. There’s practical business insight for owners paying attention to the coming year. There’s winter wisdom for when Texas weather turns on a dime. There are stories from across our Hill Country towns, a few bright spots worth celebrating, and a reading list designed for quiet nights and full mugs.

Nothing here is urgent. But a lot of it is important.

If you’re running a business, leading a family, or simply trying to live well in a small town, consider this your invitation to slow down, read what resonates, and leave the rest for another day.

We’ll be right here when the year turns.

— Katie Milton Jordan
Editor, The Townie
📬 [email protected] // 📞 325-475-4991

The Two Insights Your Business Needs Right Now

Running a business in this region has never been simple — but right now, it’s especially easy to misread the signals.

Some things are working better than they look. Other things feel “fine” right up until they aren’t. Based on what we’re seeing across shops, services, ranch-adjacent businesses, and Main Street operations, here are two insights worth sitting with this week.

Insight #1: The Advantage Is Shifting to Businesses That Are Visible Enough — Not Loud

Across the region, the businesses holding steady (and in some cases quietly growing) aren’t the ones doing the most marketing. They’re the ones doing just enough — consistently.

We’re seeing it in shops, service providers, and ranch-adjacent businesses alike: the owners who show up regularly in a few familiar places are staying top-of-mind without burning themselves out. Same hours. Same basic message. Same presence — week after week.

What’s working right now isn’t novelty. It’s recognizability.

Customers are overwhelmed. When things feel uncertain, they default to what feels familiar and reliable. The businesses benefiting most are the ones that make it easy to remember them — not by shouting, but by staying visible in predictable ways.

If your instinct has been to either do everything or go quiet, there’s a third option worth noticing: pick a small, repeatable way to stay present and let time do the work.

Consistency is quietly outperforming creativity right now.

Insight #2: The Strongest Owners Are Making Decisions Based on Energy, Not Just Revenue

One pattern we keep seeing: the businesses with the most resilience aren’t just tracking sales — they’re paying close attention to where their energy goes.

They’re asking different questions:

• Which parts of the business feel lighter to run?

• Which decisions drain disproportionate effort for the return?

• Where does momentum feel natural instead of forced?

This doesn’t mean ignoring money. It means recognizing that owner bandwidth is becoming a limiting factor — especially in small teams, family operations, and solo-led businesses.

The owners who are ahead of the curve are simplifying not just for efficiency, but for sustainability. They’re shaping the business around what they can realistically carry — and that’s making them more adaptable when conditions shift.

If something has been “working” but feels increasingly heavy, that’s not something to power through blindly. It’s a signal worth listening to.

Energy is becoming a strategic input — whether we name it or not.

A small Townie takeaway:

The opportunity right now isn’t flashy expansion. It’s quiet positioning.

Stay visible in simple ways. Build around what you can sustain. And don’t try to read these signals alone — they’re easier to see when you’re in conversation with other owners who are paying attention, too.

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Fresh off the Porch

Events

• Mason — Mason County Livestock Show & Expo (Tue–Fri, Dec 30–Jan 2, times vary, Fort Mason Park Community Building) — Mason County Junior Livestock Association.
  This annual 4-H and FFA showcase runs through January 2, featuring local youth exhibiting pigs, goats, lambs, cattle, and more, capped by a premium sale on Friday night. Expect a fun, family-friendly expo as the community turns out to cheer on the next generation of Hill Country ag kids.

• Mason — Ladies Night Out (Wed, Jan 14, 5:00–8:00 PM, Mason Square) — Mason Chamber of Commerce.
  An evening of downtown shopping and sisterhood! Local boutiques will offer exclusive specials, photo ops, drinks, and tasty bites. Round up your girlfriends for a post-holiday pick-me-up and enjoy Mason’s small-town charm after hours.

• Mason — Chamber of Commerce Annual Awards Night (Thu, Jan 29, 6:00 PM, The Old Peanut Mill) — Mason Chamber of Commerce.
  The Chamber’s annual banquet celebrates outstanding citizens and businesses from the past year. Enjoy dinner, awards, and plenty of neighborly appreciation as Mason reflects on a year well lived.

• Mason — Johnny Nicholas Concert (Sat, Jan 17, 7:00 PM, Odeon Theater) — Odeon Preservation Association.
  Texas roots music favorite Johnny Nicholas returns to the Odeon with his signature blend of blues, swing, Cajun soul, and honky-tonk. Doors open at 6:15 PM for open seating — expect a lively, toe-tapping night downtown.

• Mason — Willis Alan Ramsey Live (Sat, Feb 14, 7:00 PM, Odeon Theater) — Odeon Preservation Association.
  Legendary singer-songwriter Willis Alan Ramsey takes the Odeon stage on Valentine’s night. Known for his iconic Texas folk-country album and timeless ballads, this intimate concert is a rare treat for Americana fans.

• Junction — Kimble County Chamber Awards Banquet (Thu, Jan 15, 6:00 PM, Coke Stevenson Center) — Kimble County Chamber of Commerce.
  Junction’s business community gathers to celebrate local leaders and accomplishments from the past year. The evening includes a catered dinner, awards presentations, and live entertainment.

• Llano — First Annual Bar-Athon (Sat, Jan 24, 11:00 AM start, Downtown Llano) — Llano Chamber of Commerce.
  Llano’s inaugural Bar-Athon invites participants to visit eight local watering holes throughout the day, earning a sticker at each stop and a medal at the finish. No registration required — just show up and enjoy a spirited day downtown.

• Llano — Community Awards Gala (Sat, Jan 31, 5:30 PM, Ramblin’ Rose Event Center) — Llano Chamber of Commerce.
  Llano’s semi-formal gala honors outstanding citizens, volunteers, and businesses. Dinner and dancing follow the awards, making for a celebratory evening that brings the whole community together.

• Fredericksburg — Luckenbach New Year’s Eve Dance (Wed, Dec 31, 8:00 PM, Luckenbach Dancehall) — Luckenbach Texas.
  Ring in 2026 at the legendary Luckenbach with live Texas country music and a champagne toast at midnight. Seating is first-come, first-served, and the dancehall atmosphere promises a classic Hill Country New Year’s celebration.

• Fredericksburg — New Year’s Eve & Day Volksmarch Walks (Wed–Thu, Dec 31 & Jan 1, start times vary, Fredericksburg) — Volkssportverein Friedrichsburg.
  Close out the year with a holiday lights walk on December 31, then welcome the new year with a morning walk on January 1. These friendly, all-ages community walks are a great way to stretch your legs and greet neighbors.

• Fredericksburg — Luckenbach Blues Festival (Sat, Jan 17, 1:00 PM, Luckenbach Texas) — Luckenbach Texas.
  An afternoon of live blues under the oak trees brings warmth to winter in Luckenbach. Enjoy great music, cold drinks, and laid-back Hill Country vibes at this popular seasonal festival.

• Brady — 37th Heart of Texas Country Music Festival (Thu–Sat, Mar 19–28, multiple venues in Brady) — Heart of Texas Country Music Association.
  This ten-day celebration of traditional country music features dozens of live shows and dances across Brady venues. The festival draws legendary performers and fans from across Texas for a true classic country experience.

Community Features

• Menard — Family Rules the Pecan Show
  The Menard County Pecan Show turned into a family affair this year, with the Kniffen family sweeping multiple top honors. The December competition drew dozens of entries and plenty of pride as the family celebrated keeping the county’s best pecans close to home.

• Brady — Fourth-Grader’s Champion Ram
  Ten-year-old Molly Bedwell of Brady raised the Champion White Dorper ram at the McCulloch County Junior Livestock Show. Her hard work paid off in a big way, earning top honors and admiration from fellow 4-H families across the county.

Business/School Highlights

• Menard — Government Class Meets the Capitol
  Menard High School students got a firsthand civics lesson when State Representative Wes Virdell visited their government class. Students asked questions and learned how state and local government really works — straight from the source.

• Mason — Photo Contest Showcases Mason
  The Mason Chamber of Commerce has opened its annual Mason County Photo Contest, inviting locals to capture the landscapes, people, and moments that make the county special. Winning photos will appear in upcoming promotional materials.

Awards/Recognitions

• Brady — Grand Champion Steer Exhibitor
  Brady 4-H member Payton Nuncio earned Grand Champion Steer honors at the McCulloch County Junior Livestock Show. The winning steer later sold for a premium price, marking a proud moment for Payton and the Brady ag community.

• Mason — Local Wine Wins Top Texas Honor
  A Mason-grown wine earned statewide recognition when Peters Prairie Vineyard’s 2019 Barbera was named Top Texas Wine at a major competition. The award highlights Mason County’s growing reputation in the Texas wine industry.

• Brady — Farm Bureau Communicators Recognized
  Bobby and Terri Pearce of the McCulloch County Farm Bureau received a top statewide communications award for their work promoting agriculture and rural life. The honor recognizes excellence in ag advocacy and community outreach.

Hill Country Weather

The holiday week is shaping up warm and spring-like, with afternoon highs in the upper 70s to low 80s and mild overnight lows. A weak cold front early next week may bring slightly cooler temperatures and a small chance of rain, but no hard freezes are expected.

Rural Policy & Funding Watch

Recent disaster declarations are expected to unlock recovery funds for flood-impacted Hill Country counties, helping with road repairs and mitigation projects. Rural healthcare funding remains a statewide priority, with new programs aimed at stabilizing small hospitals. Broadband expansion efforts also continue to move forward, with rural communities positioned to benefit in the coming year.

Economic & Small Business Intel

Local economies are ending the year on a positive note. Holiday shopping boosted downtown businesses, and unemployment remains low across the region. Municipal projects and workforce training initiatives are helping position Hill Country towns for steady growth while keeping jobs close to home.

Agriculture & Livestock Notes

Recent rains have improved pasture conditions and eased drought stress across much of the region. Stock tanks are refilling, winter grasses are growing, and cattle are heading into the new year in good condition. While dry pockets remain, overall fire danger has moderated, and producers are cautiously optimistic for 2026.

Market Snapshot

Pecan demand remains strong through the holidays, with solid prices for quality nuts. Cattle prices continue near historic highs as herd rebuilding continues statewide. Hay markets are steady thanks to improved winter grazing, and goat markets remain firm with continued seasonal demand.

Grant Watch

Several rural grant opportunities are opening as the new year begins, including programs supporting small business development, infrastructure, healthcare, and mental health services. Nonprofits and local entities are encouraged to prepare early, as many rural-focused funding cycles launch in the first quarter of the year.

Tourism Pulse

Winter tourism remains steady, fueled by hunting season, winery visits, and small-town festivals. Looking ahead, improved pasture conditions are raising hopes for a strong spring wildflower season, which could bring an early uptick in visitor traffic. Even in the quieter months, Hill Country towns continue to draw travelers seeking a slower, more authentic getaway.

Editor’s note: All listings verified and current for the December 25, 2025 edition of The Townie.

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The Townie’s Winter Reading Guide: A Local "Book Flood"

In Iceland, there is a beautiful tradition called Jólabókaflóð (pronounced: yo-la-boke-a-flowth). It translates literally to the “Christmas Book Flood,” and it is a piece of history that became a cultural cornerstone.

The Story Behind the Flood

The tradition began during World War II when luxury imports were strictly rationed, but paper remained in abundance. Because of this, books became the default Christmas gift in Iceland, and the habit stuck. Every November, the Icelandic Publishers Association sends a catalog called the Bókatíðindi (pronounced: BOH-ka-teeth-in-dee.) to every single household in the country. Families pore over it to choose gifts for one another.

On Christmas Eve, after the big dinner, everyone opens their gifts. Since so many of those gifts are books, the night naturally transitions into a "reading marathon." Families settle onto couches with their new books, plenty of chocolate, and a mug of jólabland, and they read in silence together late into the night.

To help you start your own "Book Flood" right here in town, we’ve curated 10 stellar reads for every "character" in your life.

The "Book Flood" Top 10

1. For the Bestie Who Loves Hallmark Holiday Movies

• Book: I'll Be Home for Christmas by Jenny Bayliss (2025)

• The Premise: When "Fred" returns to her quirky hometown after a messy breakup, she’s roped into helping her mother run the family’s eccentric Christmas Cracker shop. It is a sugary-sweet "second chance" romance filled with snowy market stalls and small-town charm. If you want a book that feels like a warm hug and a peppermint latte, this is the one.

2. For the History Teacher Who Loves an Adventure

• Book: The Heart in Winter by Kevin Barry (2025)

• The Premise: Set in 1891, this is a "frontier Western" like no other. It follows two young lovers fleeing through the brutal, snow-choked mountains of Montana. The prose is as sharp as a winter frost, capturing the sheer desperation of surviving the wilderness while being hunted. It’s a high-stakes adventure that will make you very glad you’re tucked under a blanket.

3. For the Mother-in-Law Who Loves a Good Mystery

• Book: The Stolen Queen by Fiona Davis (2024)

• The Premise: This mystery weaves together two timelines: the glamorous 1970s Metropolitan Museum of Art and the 1930s excavation of an ancient Egyptian tomb. When a priceless artifact goes missing, a young woman must dig through decades of family secrets and academic rivalries to find the truth. It’s clever, propulsive, and perfect for the reader who loves a "civilized" crime story.

4. For the Cousin with the Niche Hobby

• Book: The Gingerbread Bakery by Laurie Gilmore (2024)

• The Premise: Set in the beloved fictional town of Dream Harbor, the story follows a baker who treats her craft like a competitive sport. Whether your cousin is currently obsessed with sourdough science, chess strategy, or (as you mentioned) the artificial insemination of show pigs, they will appreciate the protagonist’s hyper-fixation on her craft and the quirky community that supports her.

5. For the Neighbor Who Wants a "Modern Classic"

• Book: The Great Alone by Kristin Hannah (Library Favorite)

• The Premise: A family moves to the remote Alaska wild in the 1970s to "get off the grid." However, they soon realize that the dangers outside—the sub-zero temperatures and the dark—are nothing compared to the volatility within their own home. It is an epic, emotional story of resilience and one of the most atmospheric winter books ever written.

6. For the "Eclectic Reader" Who Needs a Thrill

• Book: The Blue Hour by Paula Hawkins (2024)

• The Premise: Set on a tiny, isolated island that is cut off from the mainland by the tide for most of the day, this thriller focuses on the legacy of a famous (and perhaps murderous) artist. It’s a "locked-room" mystery where the setting itself is a character. It’s perfect for those dark, quiet January nights when you want something a little more "noir" than "cozy."

7. For the Literati: Our Icelandic Selection #1

• Book: Independent People by Halldór Laxness (The Nobel Classic)

• The Premise: You can’t have a "Book Flood" without Iceland's only Nobel laureate. This is the story of Bjartur, a sheep farmer determined to be independent at any cost. It is a rugged, sardonic, and deeply moving look at the Icelandic spirit. It is to Iceland what The Grapes of Wrath is to America—a foundational, must-read epic.

8. For the Soulful Dreamer: Our Icelandic Selection #2

• Book: Festive Flames (Winter Crossroads Series) by Ása Marín (2024/25)

• The Premise: A brand-new release from one of Iceland's popular modern voices. This is a heartwarming tale of love and self-discovery set against the backdrop of an Icelandic winter. It’s the perfect bridge between the traditional "Book Flood" and modern "Feel Good" fiction, proving that the magic of the holiday season is a universal language.

9. For the "True Crime" Junkie

• Book: I Remember You by Yrsa Sigurðardóttir

• The Premise: Often cited as one of the best "Nordic Noir" novels, this story involves three friends renovating a run-down house in a remote, abandoned village in the Westfjords. They soon realize they aren't alone. It blends a chilling mystery with Icelandic folklore and supernatural dread. Read this one with the lights on and the doors locked!

10. For the Person Who Just Needs an Escape

• Book: The Spellshop by Sarah Beth Durst (2024)

• The Premise: A librarian from a magical city flees to a remote island with some "stolen" spellbooks and starts an illegal jam-making business. This is pure "cottagecore" fantasy—low on stress and high on charm. It’s the perfect book to pair with a box of chocolates and a quiet afternoon.

The "Jólabland" Recipe

In Iceland, the Book Flood is incomplete without a glass of Jólabland (Christmas Mix, pronounced: YOH-la-blant). It’s a unique, non-alcoholic "ale" that tastes like malty, carbonated orange candy.

Ingredients:

• 1 part Orange Soda (Fanta or San Pellegrino Aranciata)

• 1 part Non-Alcoholic Malt Beverage (Such as Malta Goya or a dark, non-alcoholic stout like Guinness 0.0)

Instructions:

1. The Order Matters: Pour the orange soda into your glass first.

2. The Mix: Slowly pour the malt beverage over the top. Icelanders say the "secret" is to let the malt trickle in so it doesn't foam over!

3. The Result: A deep, dark, fizzy drink that pairs perfectly with a holiday reading marathon.

Happy Reading, Townies! May your tea be hot, your blankets be heavy, and your "Book Flood" be plentiful.

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Dear Hazel Mae & Fern,

We’ve lived in Mason County our whole lives, but this last cold snap came out of nowhere. One minute it was shorts weather, the next minute the weather app was hollering about a hard freeze. We panicked. We wrapped a few pipes, dripped some faucets, and prayed over the rest. What are the true emergency winterizing must-dos when a freeze sneaks up on you? And what actually matters versus old wives’ tales?

— Cold-Footed in Mason

Hazel Mae says:

Well now, Cold-Footed, welcome to Texas—where the weather changes its mind faster than a toddler in a candy aisle.

First things first: panic is optional, but preparation is not. When a freeze shows up uninvited, you focus on water, wind, and common sense.

Here’s the short list I keep taped inside my pantry door:

1. Drip the faucets that matter.
   Outside walls. Bathrooms you barely use. Kitchen sink if it’s on an exterior wall. A steady drip, not a sad little tear.

2. Wrap what you can reach.
   Hose bibs, exposed pipes, and anything under the house that looks like it might shiver. Towels, rags, old sweatshirts—this is not a fashion show, it’s survival.

3. Open cabinet doors under sinks.
   Let the warm house air get in there and do its job. This is free heat, people.

4. Know where your main shutoff is.
   If a pipe does bust, you do not want to be wandering around the yard at 2 a.m. in slippers yelling for mercy.

What doesn’t matter?
❌ Leaving every faucet running full blast (that’s a water bill tantrum).
❌ Candles under pipes (unless you enjoy fire trucks).
❌ Pretending it won’t get cold because “it usually doesn’t.”

Texas winters don’t knock. They kick.

Fern adds:

I always think of freezes like sudden grief—you don’t have time to do everything perfectly, but a few mindful actions can prevent lasting damage.

Water freezes when it’s still. Movement helps. Warmth helps. Awareness helps most of all.

If the freeze is short:

• Focus on keeping water moving in vulnerable pipes.

• Keep the house consistently warm, even overnight.

• Close vents under pier-and-beam homes if cold wind is cutting through.

If the freeze lingers:

• Consider shutting off outdoor lines entirely.

• If you lose power, turn off the water main and drain pipes by opening faucets—this can save your home from heartbreak.

And one more thing folks forget:
Check on your neighbors.
Especially the elderly, folks in older homes, or anyone living alone. Cold shows up loudest where warmth is already scarce.

Hazel Mae (final word, because of course):

When the freeze passes—and it always does—make a note.
Buy foam covers. Label the shutoff valve. Keep a “cold snap kit” with towels, tape, and a flashlight.

Because winter in Texas is like a rattlesnake:
Quiet, rare, and you don’t want to be unprepared when it strikes.

Stay warm, stay dry, and don’t trust the forecast farther than you can throw it.

— Hazel Mae & Fern 🌿

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🎄 Christmas Week Readings — Week of 12/25/25

Aries (Mar 21 – Apr 19)
This week asks you to slow your boots at the door, even if your spirit wants to run ahead of the wrapping paper and the noise. You’re used to being the spark, the one who keeps the room warm. But now the warmth comes from sitting still—listening, laughing, letting someone else take the lead. A moment of quiet may feel unfamiliar, but it holds a truth you’ve been too busy to hear. Rest isn’t quitting. It’s refueling by the fire.

Taurus (Apr 20 – May 20)
Christmas finds you rooted in the physical world—food simmering, wood crackling, hands busy with something that matters. This is your season of touch and texture, but don’t let the doing crowd out the feeling. There’s comfort available that isn’t earned, only received. Let yourself enjoy what’s already been prepared. You’ve been steady all year; now you get to be held by the moment like a warm mug on a cold morning.

Gemini (May 21 – Jun 20)
Your mind is bustling like a kitchen before supper, full of conversations, memories, and half-finished thoughts. This week, pay attention to the quiet spaces between words. Someone may say less than they mean—or more than they intended. Listen with your whole body. A small exchange could echo long after the lights are packed away. Write it down if you can. Some truths arrive softly, then stay forever.

Cancer (Jun 21 – Jul 22)
This week wraps itself around your heart like an old quilt—heavy with history, warmth, and a few loose threads. Memories come easier now, some sweet, some tender in their ache. Let them. You don’t need to fix the past to honor it. Being present is enough. If emotions spill over, that’s just proof you loved deeply. Set an extra place in your spirit for grace—it’s coming home with you.

Leo (Jul 23 – Aug 22)
The lights feel brighter when you’re near, but this week asks you to shine differently. Less performance, more presence. Someone close needs your warmth without the spotlight. Offer it freely. You may realize that your greatest gift isn’t what you give, but how you make others feel safe being themselves. Let the applause fade. The real magic is in the shared laughter after the room goes quiet.

Virgo (Aug 23 – Sep 22)
You’ve been holding things together with careful hands and good intentions. Christmas invites you to loosen your grip just a little. Not everything needs smoothing or saving. There’s beauty in the crooked bow, the late start, the imperfect plan. You’re allowed to enjoy what unfolds without correcting it. This week, peace comes when you trust the moment to hold itself.

Libra (Sep 23 – Oct 22)
Balance feels different this week—less about fairness, more about harmony. You may find yourself mediating old dynamics or smoothing over tension like fresh snow on a worn path. Choose kindness, but don’t lose yourself in the process. It’s okay to step outside for air, to claim a quiet corner. Beauty still finds you when you honor your own needs alongside everyone else’s.

Scorpio (Oct 23 – Nov 21)
Christmas stirs the deeper waters for you—unspoken truths, old loves, long-held grudges. Something wants to be released. You don’t have to make a speech or open every door. A private moment of honesty will do. Let forgiveness be for you first. What you set down now won’t follow you into the new year, and that freedom will feel like breathing easier in cold air.

Sagittarius (Nov 22 – Dec 21)
Your spirit is restless even in stillness, dreaming of what’s next while the present glows around you. This week reminds you that adventure isn’t always far away—it can live in a shared story, a late-night laugh, a long walk under clear stars. Stay curious, but stay close. There’s joy in belonging that doesn’t limit your freedom—it grounds it.

Capricorn (Dec 22 – Jan 19)
Responsibility has been your companion all year, and it shows in the way people lean on you now. Still, this week offers a softer strength: letting others show up for you. You don’t need to carry every tradition alone. Share the weight. A quiet pride settles in when you realize how much you’ve built—and how much love stands on it.

Aquarius (Jan 20 – Feb 18)
You see the season from a slightly different angle, noticing what others miss. This week, your insight can bring unexpected comfort—an idea, a joke, a perspective that lightens the room. Don’t hold back. Even if it feels unconventional, it’s needed. Connection doesn’t always look traditional. Sometimes it looks like honesty wrapped in humor and hope.

Pisces (Feb 19 – Mar 20)
The world feels thinner this week, like the veil between moments has lifted. You’re especially sensitive to mood, memory, and meaning. Protect your tenderness, but don’t hide it. Your compassion is a gift, especially now. Create space for rest, reflection, and small rituals that soothe your spirit. What you dream this week may guide you gently into the year ahead.

💫 Until next week, may your lights glow soft and your heart stay warm on the long winter night.

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