Overview

Horseshoe Bay, Texas, is a luxury resort community on the southern shore of Lake Lyndon B. Johnson (Lake LBJ) in the Hill Country, spanning both Burnet and Llano counties. What began as the Coke Ranch in the early 20th century was transformed in the 1970s by cousins Norman and Wayne Hurd, who envisioned and built a master-planned community that blended lakefront living, championship golf, and resort amenities. Horseshoe Bay incorporated as a city in 2005 and today stands as one of Texas’s premier destinations for luxury homes, golf, and lakeside recreation.

Early History: Ranchland and the Creation of Lake LBJ

The Coke Ranch and Quail Point Lodge

In the 1930s, Fort Worth Coca-Cola bottlers Hugh and Florence Lupton purchased lakeside acreage that became known as the Coke Ranch. For decades, the land served primarily as ranchland and a retreat for the Lupton and Brown families. The ranch’s lodge, Quail Point, became a local gathering place for parties, hunting trips, and lakeside leisure. Quail Point still exists today, serving as the Horseshoe Bay POA lodge and community center.

The Creation of Lake LBJ

Lake LBJ, originally named Lake Granite Shoals, was created in 1950 with the completion of Granite Shoals Dam (renamed Wirtz Dam in 1952). In 1965, the lake was renamed in honor of President Lyndon B. Johnson, who championed Central Texas’s Highland Lakes system. While often called “constant-level,” Lake LBJ is technically a pass-through reservoir managed by the Lower Colorado River Authority (LCRA), kept stable enough to support boating, marinas, and waterfront development.

The Hurd Brothers and the Vision for Horseshoe Bay

Discovering the Coke Ranch

In 1969, Norman Hurd and his wife Dorothy visited Lake LBJ in search of land for a private home. When they toured the Coke Ranch, Norman saw more than just ranchland—he saw the potential for a world-class lake resort. Knowing he couldn’t pursue the project alone, Norman approached his cousin Wayne Hurd, a seasoned homebuilder and developer with a track record in large-scale projects, including helping to develop Las Colinas in Dallas.

Securing the Land and Naming Horseshoe Bay

On March 10, 1970, Wayne secured an option to purchase the Coke Ranch for $2 million through his company Hurd Properties, financed with a loan from Home State Bank in Marble Falls. That summer, during an LCRA lake drawdown, the Hurds stood on the dry lakebed and found a rusty horseshoe. Combined with the natural curve of Horseshoe Creek and the bay’s shape, the name Horseshoe Bay was born.

Building the Resort: 1971–1975

Early Infrastructure and Amenities

The Hurds wasted no time in transforming the ranch into a master-planned resort. Between 1971 and 1973, they built:

• Condominiums for early residents and vacationers

• A Yacht Club and marina to anchor lakefront activity

• Equestrian stables

• A private airstrip (today’s Horseshoe Bay Jet Center)

• The Lighthouse and iconic entry gate

• Water and sewage plants to support long-term development

The Lake LBJ Municipal Utility District (MUD) was created to manage services for the growing community.

Slick Rock: The First Golf Course

The centerpiece was golf. The Hurds hired Robert Trent Jones Sr., one of the most celebrated golf course architects of the 20th century, to design a championship course. Slick Rock Golf Course opened in 1972–1973, featuring the famous “Million Dollar Hole” where the cart path runs under a waterfall. In 1975, Slick Rock hosted the Texas State Open, cementing Horseshoe Bay’s reputation as a legitimate golf destination.

Expansion Through the 1980s and 1990s

Horseshoe Bay Corp: The Marketing Engine

In 1974, the Hurds created Horseshoe Bay Corp to market and sell homesites. By the late 1970s, Horseshoe Bay Corp had expanded internationally, opening offices in Germany and Canada and recruiting brokers across North America, Europe, and Mexico. This aggressive marketing campaign positioned Horseshoe Bay as more than a regional development—it became an international destination for luxury buyers.

Major Land Acquisitions

In 1972, the Hurds acquired the Matern Wennmohs Ranch, which became the foundation of Horseshoe Bay West, Applehead, and Applehead Island. These acquisitions expanded the resort westward, introducing new neighborhoods and waterfront enclaves.

New Golf Courses

• Ram Rock (1981): Known as “The Challenger,” designed by RTJ Sr., it quickly earned a reputation as one of the toughest courses in Texas.

• Apple Rock (1985): Another RTJ Sr. design, recognized by Golf Digest as one of the “Best New Resort Courses” in America.

By the late 1980s, Horseshoe Bay was firmly established as a golf mecca.

Horseshoe Bay in the 21st Century

Escondido and Blue Lake

• Escondido Golf & Lake Club (2006): A private Tom Fazio-designed course and gated community, widely considered one of Texas’s most exclusive clubs.

• Blue Lake Golf Club (1962): Though predating the resort, the 9-hole Joe Finger design was absorbed into Horseshoe Bay city limits after incorporation.

Summit Rock and Modern Additions

• Summit Rock (2012): A Jack Nicklaus Signature course opened as Horseshoe Bay’s fourth championship layout. In 2025, the community unveiled a 22,000 sq. ft. clubhouse, underscoring ongoing investment in world-class amenities.

Together, Horseshoe Bay offers 99 full-length golf holes within its city limits—plus the 18-hole Whitewater Putting Course—an unmatched concentration in Texas.

Incorporation as a City

In 2005, residents voted to incorporate as the City of Horseshoe Bay. Incorporation allowed for unified governance, city planning, and infrastructure management across Burnet and Llano counties.

Neighborhoods and Community Development

Today, Horseshoe Bay encompasses a variety of neighborhoods, each with its own character and amenities:

• Horseshoe Bay Proper

• Horseshoe Bay West

• Applehead & Applehead Island

• The Waters

• Summit Rock / Skywater

• Escondido

• Blue Lake Estates

Many streets and subdivisions retain names tied to historic ranching families like Matern and Wennmohs, preserving the area’s legacy even as it grew into a luxury resort city.

Timeline of Horseshoe Bay’s History

• 1930s: Lupton family purchases Coke Ranch; Quail Point established as lodge.

• 1950–1952: Granite Shoals Dam completed; Lake LBJ fills.

• 1969: Norman Hurd scouts Coke Ranch with wife Dorothy.

• 1970: Wayne Hurd secures $2M option; Lake LBJ Improvement Corp founded.

• 1971: Development begins; Horseshoe Bay officially named.

• 1972–1973: Slick Rock Golf Course opens.

• 1974: Horseshoe Bay Corp established as marketing brokerage.

• 1975: Texas State Open held at Slick Rock.

• 1981: Ram Rock opens.

• 1985: Apple Rock opens, earns Golf Digest recognition.

• 2005: City of Horseshoe Bay incorporates.

• 2006: Escondido Golf & Lake Club opens.

• 2012: Summit Rock (Nicklaus Signature) opens.

• 2016–2019: Major renovations to RTJ courses.

• 2023–2025: Wirtz Dam floodgate replacement; Summit Rock clubhouse opens.