For Immediate Release

For More Information, Contact:
Amanda Koone, Director of Communications
Fredericksburg Convention & Visitor Bureau
(830) 997-6523

FREDERICKSBURG, Texas – The Fredericksburg Convention and Visitor Bureau (FCVB) has announced its new stewardship campaign, “Love FBGTX.” Rolling out in February 2022, the Love FBGTX campaign will debut with the intention of being a multi-year, multi-channel effort to bring about positive change in local and visitor behavior over time.

The FCVB has continued to work to manage the impacts of tourism, including building the Visitor Information Center off Main Street and adding 120 parking spaces, advocating for center turn lanes on East U.S. Highway 290 between Fredericksburg and Stonewall, encouraging midweek visitation and marketing to “high-value” visitors. By doing this, the FCVB works to draw visitors who can contribute to the local economy in significant ways.

As with many destinations across Texas, the United States and the world, there have been challenges with tourism. In Fredericksburg, the COVID-19 pandemic has highlighted new and existing challenges, therefore the FCVB felt the need to ensure that Fredericksburg continues to be a great place to live, work and visit.

“The people that Love FBGTX, both residents and visitors, have a deep responsibility to care for the town and county in the present and to work to ensure that it continues to be a special place for future generations,” President and CEO Ernie Loeffler said.

The campaign will highlight seven themes, including:

  • Love Fredericksburg
  • Love Fredericksburg Outdoors
  • Love Fredericksburg Dark Skies
  • Love Fredericksburg Wildflowers
  • Love Fredericksburg Neighborhoods
  • Love Fredericksburg Farms and Ranches
  • Love Fredericksburg Main Street.

“These themes will be featured at different times throughout the year and will be seen in a variety of different mediums, including advertising, grassroots efforts and public relations,” Loeffler said. “Themes may change or shift overtime.”

After conducting five focus groups and going through several creative adaptations, “Love FBGTX” was born with the intention to of improving both the quality of life of residents and the visitor experience.

“We encourage everyone to join us to better care for Fredericksburg and all of Gillespie County today,” Loeffler said.

To learn more about the stewardship campaign, its purpose, themes and other helpful resources, visit

To learn more about the Fredericksburg Convention and Visitor Bureau or Fredericksburg and Gillespie County as a travel destination, go to


The mission of the Fredericksburg Convention and Visitor Bureau is to market Fredericksburg and Gillespie County as a premier travel destination on the regional, national and international stage thereby creating a positive impact on the local economy and the quality of life here.