History of
Horseshoe Bay Resort - In 1968, Norman and Dorothy Hurd made the decision to purchase four or five acres of waterfront land for the construction of a second home. Upon their arrival, however, they learned that single-family lakefront homesites in the four- to five-acre size were not available and had not been since around 1963. Over the next several months, the couple continued to make trips to the Marble Falls area in hopes of finding their waterfront tract. Then, in 1970, Norman Hurd was introduced to a site by then-mayor of Marble Falls, Clayton Nolen. The property was referred to by locals as the "Coke Ranch" and popular folklore has recorded that the original purchase made by Hurd was from the Coca Cola Company because the acreage was referred to as the Coke Ranch; the owners were heavily invested in the soft drink company and the company used the ranch as a hunting retreat for its executives. Early Highlander publicity articles referred to the site as the new $12-million Coke Ranch Resort Community. Norman, being told that the Ranch was not for sale, asked his cousin, Wayne, to join him to try to purchase the property and develop it. Wayne agreed to assist Norman and began negotiations with the Lupton family, and on March 10, 1970, Wayne obtained an option to purchase the Ranch in the name of a company he formed, called Hurd Properties. In June he was able to exercise the option with funds from an initial loan from Ralph Giesecke through the Home State Bank, then the only bank located in Marble Falls. In September of 1970, even before the Hurds purchased the total Coke Ranch, the Lower Colorado River Authority lowered Lake LBJ to a level of 31 feet and kept this low level until around May 1971. This allowed Hurd to contract to bring in millions of dollars worth of earth-moving equipment to the Coke Ranch in order to deepen the shoreline and remove dangerous stumps from under the normal water level. Hundreds of thousands of cubic yards of lake bottom dirt was moved and by building peninsulas and cutting inlets, approximately one mile of new shoreline (waterfront property) was added to the land which was to become Horseshoe Bay. This work was completed in May 1971. Today, Hurd’s added shoreline has generated millions of dollars in additional property values for Llano and Burnet counties. Norman and Dorothy moved to the Marble Falls area in 1970. With Wayne, they formed or caused to be formed the various corporations related to the development and operations of Horseshoe Bay. The headlines in an issue of The Highlander in 1970 dealt with two major news stories that changed the lives and living patterns of the area. Once such item was the new LCRA Granite Shoals electric power plant. The second item, considered to be of possibly greater portent, was the announcement of the new Hurd development. A portion of the article dealt with the possible reactions of some of the local citizens to the announcement: "And, we’re going to need a lot of light from that new LCRA-Granite Shoals power plant shed on us to enlighten some on our we’re-doing-ok’ers-so-let’s-leave-well-enough-aloners." The article ended with, "Hopefully, the rainmakers will have soon departed. Five years from now, when the $12-million development is completed, let’s pray we can sincerely say, ‘things go better with Coke.’ " The original projections were of a 3,200-foot airstrip, one 18-hole championship golf course and nine holes of challenging golf, one golf shop, a clubhouse, stables, and two tennis courts, and land platted into approximately 2,748 individual home sites. The 1970 projected total gross sales estimate was some $22 million. The main club house (Yacht Club) was opened on December 15, 1971. The Hurds went on to purchase additional land. The 2,400-acre Wennmohs Ranch, now called Horseshoe Bay West, is home to the nationally acclaimed Applehead Island development. Hurd and Nolen then turned their energies towards reversing the existing dry county status of the Horseshoe Bay area. As a result, a new justice of the peace precinct was formed and the area precinct residents voted, by an overwhelming majority, to legalize liquor consumption, both on and off premises, thereby allowing the new Yacht Club operations to sell mixed beverages to members and guests. Norman Hurd then had some lawyer friends from Houston go to work, and they formed the Lake LBJ Municipal Utility District. Hurd served as its president and chairman of the board for many years. The sales organization that Norman Hurd employed began to sell lots in June 1971. In August 1977, Norman Hurd transferred control of Lake LBJ Improvement Corporation (the land development company) to Wayne. Wayne Hurd continues to present his involvement with Horseshoe Bay Resort’s Land Development Operations and operations of a major homes sales company. Norman and Dorothy Hurd took over controlling interest in Lake LBJ IC, parent company of Horseshoe Bay Resort and Horseshoe Bay Management Company, and went on to develop Applehead and Applehead Island, which opened in May 1985. Highlighted by one of the most lavish parties ever thrown in Texas, it was featured in the national television program "Lifestyles of the Rich and Famous." Norman Hurd lost his wife and partner, Dorothy, on May 16, 1989. Where did the name Horseshoe Bay come from? The story goes that while Norman Hurd was determining a dredging program for the safety of boats and shaping a new shoreline, he invited his cousin Wayne to walk the lake bottom with him. While walking, Wayne found an old rusty horseshoe. Wayne said "horseshoe" and Norman followed with "bay," because of the shape of the shoreline, and thus the name — Horseshoe Bay. If you ask Norman Hurd who was one of the most important individuals involved with the development of Horseshoe Bay, his response will be Ralph Giesecke. They remain close friends to this day. Today, Horseshoe Bay Resort has come a long way; however, it still has high goals to reach and quality challenges to conquer. The 3,200-foot airstrip-concept of 1970 now measures 6,000 feet and includes a country club-style airpark terminal, pilot lounge, covered auto parking, private hangar facilities and fuel service operations. The 18-hole championship course and the nine holes of challenging golf planned in 1970 now total 54 holes of challenging, award-winning championship golf, complemented by two golf club houses that compare with the main club facilities of most other resorts, a golf instructional park, and the new 18-hole Whitewater Adventure Park putting course. Plans for a fourth championship course are underway. The two tennis courts have evolved into a 10-court master tennis complex featuring an imposing Racket Club House, a one-of-a-kind water garden, and a unique covered dome that houses four courts. Two multi-use sport courts with observation deck are also available for play next to the Yacht Club. The boarding stables of the 70s have been transformed into a scenic equestrian center supervised by a riding master. The original Yacht club has been doubled in size since its opening and is home to the Norman C. Hurd Center, with a black marble basin pool, adult spa, sand beaches, outdoor food and lounge cabanas and lush gardens. The Yacht Club, the heartbeat of the commitment to excellence, is a lavish 28,000-square foot complex, where quality of food and food service has earned a 98-percent excellence rating by resort members and guests. The Anchor Lounge features an enclosed, glass-domed arbor and the interior of the Yacht Club has just been refurbished. 1996 saw the opening of the Whitewater Adventure Park, a landmark in putting course design, accompanied by a piano bar, patio cafe, rose gardens, fitness trail and outdoor entertainment pavilion. The newest resort amenity, the Waterfront Pub and Eatery, offers members and guests a casual resort dining atmosphere, featuring a Men’s Sports Lounge, Ladies’ Garden Room, Teen-Canteen, Waterfront Deck Bar, and Marina Club Eatery. The 1970’s marina consisted of eight slips. Today, the marina is home to over 325 slips, a Captain’s Showroom, specializing in water sports equipment rental and sales, launching ramp, fuel sales and maintenance services. Today’s Horseshoe Bay offers a variety of lodging accommodations, including the Horseshoe Bay Inn, the Hide-a-Way Lodge, and the lakeside Beach House Inn. September 1996 saw the changing of the guard at Horseshoe Bay Resort. It’s founder, Hurd and other shareholders, Ron Lynn Mitchell and Frank Day King, sold their interest in Lake LBJ Investment Corp. and turned over the ownership of Horseshoe Bay Resort to the Jaffe family of San Antonio. One hundred percent of Lake LBJ Investment Corporation stock is now owned by the Jaffe interest. Ron Lynn Mitchell has been given the position of president and chief operation officer of Horseshoe Bay Resort and Morris D. Jaffe Jr. remains as chairman of the board and chief executive officer of Lake LBJIC. Morris D. Jaffe Sr. holds the position of senior chairman of the board of Lake LBJIC. By September 1996, the Jaffe family had defined a new commitment and a new vision with which to lead Horseshoe Bay Resort into the 21st century. The Jaffe family is pleased with the past operations of Horseshoe Bay and realizes the great name Horseshoe Bay Resort has in the recreational world. The Jaffe family has already invested and dedicated over a decade of involvement in the Horseshoe Bay development. The Jaffes have expressed support for the management and staff associated with the resort operations. They are committed to improving and building upon the strong foundation of Horseshoe Bay. The Jaffe family and management staff are committed to funding and overseeing the expansion and development of Horseshoe Bay Resort’s golf facilities. Plans are underway to completely rebuild the Slick Rock 18-hole Championship Course in the fall of 1997 and to hire major consulting firms to oversee the development of both existing golf facilities and the potential construction of additional golf course and golf-related facilities. The goal is to make Horseshoe Bay golf courses the best in the state of Texas and the nation. In closing, one more thing needs to be addressed, and that is the fact that the "rainmakers" of the 1970s have departed. Horseshoe Bay Resort is proud of the City of Marble Falls and the counties of Burnet and Llano, their businesses and citizens. Horseshoe Bay thanks its people for supporting and servicing our facilities. And yes, "Things do go better with Coke." |
