Many businesses in our community are having a challenging year dealing with increased costs while our visitors are spending less. This has resulted in lower revenues—challenging economics for sure. A recent commentary in the Wall Street Journal caught my attention about how we can beat back these current challenges: by “leaning in” to our culture. Fredericksburg is steeped in rich history and unique character. From our pioneer spirit and German heritage to our agricultural roots and emerging wine country, there is a unique tapestry that defines our community.

But how often do we consider our rich culture through a purely economic lens? Harvard economist Roland Fryer, in his insightful Wall Street Journal commentary "The Economics of Culture," challenges the notion that cultural distinctiveness is a side note to economic prosperity. His research, which often explores how cultural attributes relate to economic outcomes, suggests that we should lean into our deep-seated history and culture to improve our economic situation.

We can apply this powerful insight directly to Fredericksburg: Our unique culture is our primary competitive asset.

The Fredericksburg Cultural Advantage

For many communities, culture is a charming amenity. For Fredericksburg, it is a business model.

Our distinct German and agricultural heritage attract visitors. It’s what powers the thriving tourism sector that supports our local shops, restaurants, and hotels/motels/B&Bs. When tourists visit, they are not just buying a product; they are buying an authentic cultural experience. They are buying a piece of what makes us “us.”

Furthermore, the rise of the Texas wine industry in our region is a new cultural phenomenon that demonstrates this economic principle perfectly. It’s a culture of craft, hospitality, and terroir. This new dimension of our culture has multiplied our tax base, created thousands of jobs, and established Fredericksburg as a nationally recognized hub for enology and tourism.

Fryer's work reminds us that when a community's unique identity is strong, it creates an unparalleled sense of place. This sense of place is what attracts not only tourists willing to spend but also new residents and entrepreneurs who want to be part of a vibrant, distinctive community.

Leaning Into Our Distinctiveness

Our local business leaders must resist any impulse to make our community "generic" for the sake of mass appeal. The path to lasting economic success is not homogenization; it is differentiation.

Our Chamber encourages every business to view its cultural connection—whether it’s to our German roots, our agricultural heritage, or our growing tourism and service industry or more —as a strategic advantage:

• Retailers: Feature products that celebrate local artistry and heritage.
• Restaurants: Highlight the blend of traditional German and modern Texan cuisine.
• Hoteliers: Emphasize the historical or rustic charm of the property.
• Nonprofits: Look to the altruistic and volunteer-oriented nature of our residents.

In Fredericksburg, our investment in cultural preservation—from supporting the restoration of historic buildings to promoting local festivals—is, in effect, an investment in our economic infrastructure. It is the fuel that keeps our economic engine running. Let's continue to invest in our heritage, for it is truly our greatest economic resource.