✨ Advertise in The Townie ✨
Want your business to be top of mind in Mason County and beyond? The Townie offers powerful ad packages designed to fit your goals and budget.
✉️ Just hit reply to get started.

🪶 Letter from the Editor

December has a way of speeding us up.

We rush through lists, scroll past inspiration, and try to make “meaningful” happen inside a narrow window of time, money, and energy. Everywhere you look, someone is telling you what to buy, what to love, and what will make this season feel complete.

But around here, the question isn’t just what to give.

It’s where.

This week’s Townie is about the quiet power of showing up — for local shops, local events, and the people who keep our towns running long after the lights come down. Because the most meaningful gifts this season aren’t always wrapped. Sometimes they look like a purchase made close to home, a January visit when things slow down, or a decision to keep your dollars aligned with the place you live.

You’ll find plenty to do in this edition — from music and parades to livestock shows and lights — along with a grounded guide to local gifts that actually get used. No pressure. No perfection. Just practical ways to keep our communities resilient through the holidays and into the new year.

Places don’t stay vibrant by accident. They stay vibrant because people decide — again and again — that they matter.

Thanks for being one of those people.

See you on the porch,

— 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: “Busy” Is No Longer the Same as “Healthy”

Many local businesses are staying busy — but that doesn’t automatically mean they’re in a strong position.

We’re seeing full parking lots, steady foot traffic, and solid holiday sales in pockets across the region. At the same time, margins are thinner, costs are stickier, and owners are carrying more of the load themselves to keep things moving.

What’s changed isn’t effort — it’s efficiency.

If your business feels nonstop but the numbers don’t quite reflect it, that’s not a personal failure. It’s a sign the model needs tightening. This is a good moment to look closely at:

• Which products or services actually make money

• Where time is being spent that doesn’t pay back

• What’s being done “because we always have,” not because it still works

Busy can hide leaks. Healthy businesses catch them early.

Insight #2: The Steadiest Businesses Are Choosing Fewer Things — and Doing Them Better

The most resilient businesses in the region right now aren’t chasing everything. They’re simplifying.

They’ve gotten clearer about who they serve best. They’ve narrowed their offerings. They’ve picked a few rhythms — hours, events, promotions, communication — and stayed consistent instead of constantly reinventing.

This kind of focus doesn’t look flashy. But it creates trust. Customers know what to expect. Staff (or family helpers) know the drill. Owners conserve energy for the decisions that actually matter.

If you’ve been feeling stretched thin, consider this your permission slip to not add something new — and instead double down on what already works.

Clarity compounds.

A small Townie takeaway:
You don’t need a total overhaul right now. You need honest signals and fewer moving parts. That’s where momentum comes from — especially heading into a new year.

We’ll keep paying attention and sharing what we see.

Don’t Build Alone. Join the Circle.

The Townie Business Circle isn't just a newsletter; it's your insider pass to the most motivated leaders in Greater Mason Co.

For just $10/MO, you get:

• Immediate access to the archive.

• Exclusive Monthly Business Tips and local marketing support.

• A front-row seat to shaping local prosperity and human flourishing.

• A ticket to our EXCLUSIVE Busines Networking Events (Wine, ideas, and real-talk—dates TBA soon!).

[Upgrade and Join The Townie Business Circle Today] $10/MO for your exclusive pass to a more resilient region.

Fresh off the Porch

Events

• Mason — No Boundaries Live at Peter’s Prairie Vineyard (Sat, Dec 20, 2:00 PM, Peter’s Prairie Vineyard) — Peter’s Prairie Vineyard, LLC.
  Ease into the weekend with live music from No Boundaries and a glass of Texas wine at this scenic Mason vineyard. Locals and visitors are invited to relax among the vines for a laid-back Saturday afternoon with Hill Country views and good tunes.

• Mason — Seaquist House Open for Tours (Sat, Dec 20, 6:00 PM, Seaquist House) — Seaquist House Foundation.
  The historic Seaquist House opens its doors for evening self-guided tours from 6–8 PM. Admission supports preservation efforts and offers a rare chance to explore one of Mason’s most storied homes dressed in seasonal charm.

• Junction — Light Up Junction Parade & Movie (Sat, Dec 20, 6:30 PM, Main Street & City Park) — Kimble County Chamber.
  Junction’s beloved night parade will light up Main Street with festive floats and small-town cheer. After the parade, families are invited to City Park for a free outdoor showing of The Santa Clause. Bring lawn chairs, blankets, and cocoa.

• Llano — Starry Starry Nights Lighted Christmas Park (Nightly, Dec 6–31, 6–9 PM, Badu Park) — Llano Chamber of Commerce.
  Badu Park sparkles nightly through New Year’s Eve with dozens of lighted displays along the river. This free, walk-through tradition is a favorite for families and visitors alike, with local groups often offering hot chocolate and treats.

• Fredericksburg — Luckenbach Blues Festival (Sat, Jan 17, 1:00 PM, Luckenbach Dancehall) — Luckenbach Texas.
  This annual Texas tradition brings an all-star lineup of blues musicians to the iconic Luckenbach dancehall. Music runs well into the evening, drawing fans from across the Hill Country for a full day of soulful sound and laid-back fun.

• Fredericksburg — Eisbahn Outdoor Ice Skating (Daily thru Jan 4, hours vary, Marktplatz) — Heritage School.
  Fredericksburg’s outdoor ice rink returns downtown for its 20th season. Open daily through early January, Eisbahn offers skating fun for all ages while supporting local youth charities. Bundle up and enjoy winter magic, Texas-style.

• Mason — Ladies’ Night Out (Wed, Jan 14, 5:00 PM, Downtown Mason) — Mason County Chamber of Commerce.
  Downtown Mason stays open late for an evening of shopping, sips, and door prizes. It’s a favorite post-holiday tradition that brings friends together while supporting local businesses on the square.

• Brady — McCulloch County Junior Livestock Show & Sale (Fri–Sun, Jan 16–18, times vary, G. Rollie White Complex) — McCulloch County Livestock Association.
  Youth exhibitors showcase rabbits, lambs, goats, swine, and cattle in this long-running county tradition. The weekend concludes with a premium auction supporting local 4-H and FFA students.

• Llano — Llano Country Opry: Legends of Country Show (Sat, Jan 31, 6:30 PM, Lantex Theater) — Heart of Texas CMA.
  The Llano Country Opry kicks off the new year with a tribute to classic country and rock-and-roll legends. Expect familiar songs, toe-tapping rhythms, and an affordable night of live music in downtown Llano.

Community Features

• Brady — Haven Family Shelter Seeks Volunteers
  The Haven is welcoming volunteers through the winter months to support families in need. Community members can help in a variety of roles, offering time, care, and compassion during the holiday season and beyond.

Business/School Highlights

• Mason / Menard / Richland Springs — Friday Night Lights Shine Bright
  Several area football teams made deep playoff runs this season, bringing communities together under the lights. Packed stands and proud hometown support capped off an exciting fall for players, families, and fans alike.

Awards & Recognitions

• Brady — County Farm Bureau Earns Statewide Recognition
  The McCulloch County Farm Bureau received statewide honors for excellence in community communication. Their engaging outreach and promotion of local agriculture earned top marks and recognition across Texas.

Hill Country Weather

Expect sunny, mild days with cool nights this week. Afternoon highs will reach the upper 60s to low 70s, while overnight temperatures dip into the 30s. A dry cold front may bring brisk winds, but rain chances remain low heading into the weekend.

Rural Policy & Funding Watch

Texas leaders are pushing for increased rural healthcare investment through a new federal transformation program aimed at strengthening small-town hospitals and clinics. Closer to home, volunteer fire departments across the region are receiving significant equipment funding, improving wildfire readiness and rural emergency response.

Economic & Small Business Intel

Holiday sales remain steady across the Hill Country, with several counties reporting year-over-year growth in sales tax revenue. Mason and Brady saw notable gains, reflecting strong local shopping, while some neighboring areas experienced modest dips. Overall, small-town retail remains resilient heading into year-end.

Agriculture & Livestock Notes

Dry conditions continue to challenge ranchers, with limited soil moisture and thin winter grazing. Many producers are relying on supplemental hay, while cooler weather has reduced wildfire danger. Cattle supplies remain tight, keeping calf prices strong as we move into the new year.

Market Snapshot

Texas pecan harvests are averaging out this season, with strong holiday demand but soft wholesale prices. Feeder cattle markets remain firm due to low inventories, while hay prices stay elevated as winter feeding peaks. Mild weather has helped stretch forage where available.

Grant Watch

Several rural-focused funding opportunities remain open, including grants for solid waste infrastructure, broadband access for schools and libraries, and community development projects. Local governments, nonprofits, and schools are encouraged to review active programs and prepare applications early.

Tourism Pulse

Holiday lights, hunting season, and winter getaways are driving steady visitor traffic across the Hill Country. Weekend events, wineries, and small-town celebrations continue to draw travelers seeking a quieter seasonal escape. Tourism is expected to slow briefly after New Year’s before picking up again around stock shows and winter festivals.

Editor’s note: All listings verified and current for the December 18, 2025 edition of The Townie.

✨ Advertise in The Townie ✨
Want your business to be top of mind in Mason County and beyond? The Townie offers powerful ad packages designed to fit your goals and budget.
✉️ Just hit reply to get started.

The Gift of Showing Up: Why Local Matters More Than Ever

The ripple effect of shopping local this season

Tired of scrolling gift guides. Tired of calculating shipping deadlines. Tired of trying to make “meaningful” happen inside a shrinking window of time and money. Everywhere you look, there’s a list telling you what’s best this season—what will delight, impress, soothe, or signal that you got it right.

Oprah’s Favorite Things list is one of the most beloved of them all. It’s generous, thoughtful, aspirational. It celebrates comfort, beauty, and the little luxuries that make everyday life feel lighter. And there’s something comforting about it—proof that joy can still be curated, even in uncertain times.

But for many of us here, in small Hill Country towns and rural communities, the question isn’t just what to buy.

It’s where.

Because this season, the most meaningful gift isn’t always what’s wrapped under the tree. It’s the quiet decision to show up—for your place, your people, and the businesses that make your town feel like home.

What “Local” Really Buys

Shopping local has become a phrase so overused it risks losing its meaning. But strip away the slogans, and what’s left is surprisingly practical.

Local spending keeps wages circulating close to home. It helps pay employees who coach Little League, volunteer at the fire department, or serve on school boards. It supports storefronts that sponsor fundraisers, donate gift cards, and keep the lights on long after the holiday banners come down.

When dollars leave town, they rarely come back. When they stay, they ripple—quietly, steadily—through rent payments, payroll, repairs, and reinvestment.

This isn’t nostalgia. It’s math.

And it’s why lists like Oprah’s are actually a helpful place to start—not as a directive to click “buy now,” but as inspiration. Because the kinds of gifts people want this season? They’re closer than we think.

Oprah Energy, Hill Country Reality

Oprah’s list gets one thing exactly right: people don’t just want stuff. They want comfort. Warmth. Small indulgences that make daily life better.

That energy translates beautifully to local shops.

Think candles—not mass-produced scents with clever branding, but hand-poured ones that smell like cedar, citrus, leather, mesquite, or clean linen. The kind that feels grounded, not trendy.

Think food gifts—not flashy boxes shipped from across the country, but locally made jams, pickles, honey, nuts, baked goods, or seasonings. Items that will actually be opened, shared, and remembered.

Think wellness—not expensive gadgets, but handmade soaps, bath salts, lotions, herbal teas, or simple self-care goods that invite someone to slow down.

Think accessories—not logo-heavy fashion, but artisan jewelry, leather goods, scarves, or textiles made to last and wear in.

Most of these land comfortably in the $15–$50 range. Many are better made, more personal, and far more likely to come with a story. And unlike something ordered online at midnight, they come with a moment of human connection—an exchange, a recommendation, a thank-you.

That matters more than we tend to admit.

The Quiet Consequences of Convenience

Convenience isn’t evil. We all use it. But it isn’t neutral either.

Empty storefronts don’t appear overnight. They happen slowly, through hundreds of small decisions that feel harmless in isolation. A click here. A skipped stop there. A plan to “shop local next time.”

And while December gets most of the attention, it’s January and February when local businesses feel the absence most. Big retailers plan for seasonal swings. Small shops absorb them personally.

This isn’t about guilt. It’s about awareness.

Because when local businesses disappear, what we lose isn’t just a place to buy things. We lose gathering spots. We lose informal information hubs. We lose the small, stabilizing presence of people who are invested—not just financially, but emotionally—in the future of the town.

The Gift That Keeps Working After the Holidays

Holiday shopping is only part of the story.

One of the most powerful ways to support local businesses is also the least flashy: showing up after the holidays. Making a January purchase. Buying a birthday gift locally in February. Choosing one category—coffee, gifts, home goods—to buy locally for a month.

It doesn’t have to be dramatic. It just has to be intentional.

Setting aside a modest local spending budget for the first quarter of the year can matter more than one big December splurge. Fewer crowds mean more conversation. More breathing room. More opportunity to build relationships that last longer than a season.

This isn’t about perfection or purity tests. It’s about choosing, again and again, to keep your dollars aligned with your values when it’s easier not to.

Showing Up Is the Point

The best gifts this season won’t all come from a list. They’ll come from decisions that are small, human, and close to home.

So visit a local shop this weekend—even if you don’t have a plan. Commit to at least one local purchase before the New Year. And if December is already spoken for, set aside some January or February spending for the businesses that feel the pinch long after the decorations come down.

Places don’t stay vibrant by accident. They stay vibrant because people decide—quietly, consistently—that they matter.

And this season, that might be the most meaningful gift of all.

A Townie’s Guide to Local Gifts That Actually Get Used

Oprah-inspired, Hill Country grounded, budget-friendly

You don’t need a national list to give a great gift this season. Many of the most-loved categories from Oprah’s Favorite Things can be found closer to home—often with better quality, more meaning, and a smaller price tag.

Below are easy local swaps you can find in small-town shops across the Hill Country, most in the $15–$50 range.

🕯️ For the Candle Lover

Look for:

• Hand-poured candles made in small batches

• Scents inspired by place: cedarwood, mesquite, citrus, leather, wildflower, clean cotton

Why it works:
Candles are consumable, comforting, and universally appreciated—and local makers often use higher-quality waxes and subtler scents.

🍯 For the Foodie (or the Hard-to-Shop-For)

Look for:

• Local honey, jams, jellies, pickles, or salsa

• Roasted nuts, baked goods, or seasoning blends

• Giftable pantry staples with simple ingredients

Why it works:
Food gifts don’t gather dust. They get opened, shared, and remembered.

🛁 For the Self-Care Fan

Look for:

• Handmade soaps, lotions, bath salts, or lip balms

• Herbal teas or simple wellness blends

• Products with short ingredient lists you can pronounce

Why it works:
These feel indulgent without being expensive—and they invite someone to slow down.

☕ For the Daily Ritual Person

Look for:

• Locally roasted coffee, specialty teas.

• Handmade mugs, tumblers, or kitchen linens

Why it works:
Daily-use gifts become part of someone’s routine—which is where the best gifts live.

💍 For the “No More Stuff” Person

Look for:

• Artisan jewelry

• Leather goods like wallets, keychains, or small bags

• Scarves, textiles, or wearable accessories

Why it works:
Small, well-made pieces beat mass-produced trends every time.

🏡 For the Homebody

Look for:

• Local art prints, pottery, or woodwork

• Practical home goods with a handmade touch

Why it works:
These add warmth and personality without needing more space.

🎁 A Townie Tip

If you’re not sure what to buy:

• Ask the shop owner what people are loving this week

• Build a small bundle (candle + matches, jam + tea, soap + towel, wine + goblets)

• Or grab a gift card—local gift cards keep options open and dollars circulating

🌱 Think Beyond December

If holiday shopping is already done, consider setting aside a little budget for January or February. Those quieter months are when local businesses feel support most—and when shopping feels more personal.

🫙 For Sale / Local Products

Click here to 👉 Submit your classified to The Townie.

💼 Job Board / Help Wanted

Click here to 👉 Submit your classified to The Townie.

🛠️ Local Services & Contractors

Click here to 👉 Submit your classified to The Townie.

FOR SALE

Click here to 👉 Submit your real estate or rental to The Townie.

FOR RENT

Click here to 👉 Submit your real estate or rental to The Townie.

Click here to 👉 Submit your classified to The Townie.

Dear Hazel Mae & Fern,

I got a poinsettia from the church ladies after the Christmas program — bless ‘em — and I’d feel guilty tossing it out with the gift wrap. But truth be told, it’s already starting to look a little crispy. Is there any hope of keeping it alive past New Year’s, or is this just one of those seasonal things I need to let go of?

Sincerely, Trying Not to Kill the Church Flowers

Hazel Mae: Oh honey, the church ladies will find out if you throw that plant in the trash. I don’t know how, but they always do. That said, poinsettias are the divas of the plant world. High maintenance, easily offended, and dramatic when ignored. But yes, with a little effort, you can keep that red-leafed beauty alive well into next Christmas — and maybe even get it to bloom again if you’re feeling ambitious (or need a redemption arc).

First, rescue it from the heater vent. Poinsettias hate drafts and dry heat more than my Aunt Reba hates cardinals (the birds, not the team — long story). Give it bright, indirect sunlight and only water when the soil feels dry about an inch down. If it’s wrapped in that shiny foil, take it off or poke holes in the bottom. Root rot is a silent killer.

Fern: Hazel’s right — poinsettias aren’t just holiday decor; they’re perennials in disguise. They hail from southern Mexico, where the sun is warm and the air is humid — not unlike a Greater Mason County summer, if you squint.

Come spring, once the holiday leaves have dulled, you can cut it back to about 6 inches tall and move it outdoors once it’s safely above 60 degrees at night. Keep it in partial shade and fertilize every few weeks. By midsummer, you’ll see fresh green growth. It won’t look festive, but it’s alive — and that’s the goal.

If you want those red bracts to return next Christmas, here’s where it gets tricky. Around October 1st, your poinsettia needs 14 hours of complete darkness every night for about 8 weeks. That means no porch light, no fridge glow, no peeking. I’ve known folks to stick ‘em in a closet or cover them with a cardboard box before dusk every day. It’s a commitment — like sourdough but with less bread and more guilt.

Hazel Mae: Or, you could just keep it as a green houseplant and buy a new one next December like most folks do. No shame in that. But if you do manage to coax it back into color, I guarantee those church ladies will talk — in the best way.

Fern: And isn’t that the point? Life is full of things we keep alive just because someone gave them to us with love.

With warm roots,
Hazel Mae & Fern

✨ Advertise in The Townie ✨
Want your business to be top of mind in Mason County and beyond? The Townie offers powerful ad packages designed to fit your goals and budget:
✉️ Hit reply to get started.

🚪 Entrepreneurial Spirit Readings — Week of 12/18/25

Aries (Mar 21 – Apr 19)
You’ve got matches in your pocket and a map half-drawn — don’t wait for someone else to give you permission to blaze the trail. This week, go first. Ask boldly. Launch the thing. People will catch up when they see your fire lighting the way.

Taurus (Apr 20 – May 20)
Success doesn’t always knock — sometimes it creaks open the back gate and waits on the porch for a while. Trust in the steady work you’ve already done. Tend to the systems, the soil, the quiet details. Your foundation is stronger than you think.

Gemini (May 21 – Jun 20)
You’re brimming with ideas — again. Jot them down like recipes: some need marinating, others are ready to serve. This week, share one aloud. See who perks up. A side conversation at the post office might just be your next big thing.

Cancer (Jun 21 – Jul 22)
Fear and hope live in the same room when you're starting something new. Let them both sit at your table. This week, your intuition isn’t a whisper — it’s a nudge. Trust it. Say yes to what gives you goosebumps. Say no to what drains you dry.

Leo (Jul 23 – Aug 22)
You’ve been waiting for the “right time,” but honey, timing is a myth we use to procrastinate. The door’s already cracked open. Walk through it with flair. If you believe in the story, others will too — especially if it comes with snacks and a strong point of view.

Virgo (Aug 23 – Sep 22)
You don’t need a full business plan to start moving — just a clean surface, a good notebook, and ten minutes of quiet. This week, clear the clutter. There’s brilliance hiding under those piles. You’re not behind, you’re incubating.

Libra (Sep 23 – Oct 22)
Partnerships bloom when they’re rooted in shared vision. Who makes your ideas sharper? Who feels like a brainstorming breeze instead of a chore? Lean into collaboration this week — and if someone feels off-balance, trust that, too.

Scorpio (Oct 23 – Nov 21)
You’ve been quietly gathering power, like a thunderstorm in the distance. This is a week to act on the thing you haven’t told anyone about yet. Keep it sacred, but not secret. The first step is small but sacred — like flipping the “open” sign in your heart.

Sagittarius (Nov 22 – Dec 21)
Not every adventure needs a passport. Some require nothing more than a domain name and some gumption. This week, dare to pitch, post, or publish. Your boldness isn’t reckless — it’s electric. Let it carry you to the next chapter.

Capricorn (Dec 22 – Jan 19)
You were built for slow-burning success, not overnight stardom. But even you need a little risk now and then. This week, invest in yourself — time, tools, or truth. The hill is steep, yes, but the view from your future porch is worth every step.

Aquarius (Jan 20 – Feb 18)
There’s something weird and wonderful only you can offer — and the world’s a little hungry for it. Don’t sand down your edges. This week, lean into the odd idea, the offbeat solution, the unconventional pitch. That’s your magic.

Pisces (Feb 19 – Mar 20)
Dreams don’t pay rent — but they do light the path. This week, choose one and give it structure. A spreadsheet, a budget, a sketch on the back of a grocery list. That small act of faith is how dreams get keys to real doors.

💫 Until next week, may your big ideas find brave little steps.

💌 SHARE THE LOVE

Small businesses like yours don’t survive on hopes and wishes — and neither do we.

If you enjoyed this edition of The Townie, hit the button below and share it with a friend, your neighbor, or that one cousin who’s always “thinking about moving out here.”

It costs nothing to click “Share,” tell a friend, or hit reply and tell us what you think — the good, the bad, or the “y’all missed a comma.”

Every click, comment, and forward helps keep this modern-day front porch going. We appreciate the heck out of you.