For men, there are few things more iconic than the idea of the American cowboy. John Hever, founder of Texas Treasure Sale, a premier Texas Longhorn cattle sale, encompasses that spirit. And though Texas ranching has changed, the legacy of the Texas Longhorn carries on.
Texas Longhorn cattle are a true symbol of the Lone Star State. But the origins of the breed tell a richer story. “They didn’t originate here,” Hever said. “They were brought in by the Spanish, and they lived by themselves for 600 years.”
What has changed since the time of the early ranchers is selective breeding to determine color and the Longhorn’s archetypal spread to an eye-popping width. “It’s absolutely unbelievable how much you can impact the way the animal looks and the colors,” Hever shared. “All of that’s being done by breeders who are trying to do the same thing that I am – create an animal that they like.”
Origins of a Breeder
Hever grew up in Dallas. No horses. No cows. While in Dallas, he and his wife Susie wanted some property in the Texas Hill Country, eventually finding a spread just north of Hye. Like many Texas landowners, Hever began acquiring cattle for an agricultural tax exemption on the land. He purchased ten cows. “Out of those ten, two of them were Longhorns,” Hever shared. “I didn’t even know what they were.”
He quickly noticed some differences in the breed, and he grew what he described as an addictive interest in them. Hever continued, “There was a difference between the commercial cattle and the Longhorns. The Longhorns were a little quicker to feed, a little more athletic. They were much more pleasing to the eye. And so, within a year, the other cows were gone, and I found the Longhorn Association (Texas Longhorn Breeders Association of America or TLBAA).”
What was so appealing about the breed for Hever? He described Longhorns as art grazing through a field. For him, the breed became much more than a tax benefit.
Hospitality Event
About 25 years ago, Hever attended a cattle sale hosted by Red McCombs, legendary businessman from San Antonio who owned land near Johnson City. Hever described an experience of grandeur, luxury and exceptional hospitality at the event.
“They (the guests) are coming into a place that’s used for animals – typically dirty, kind of dingy – and instead, you’re out under the Texas stars and then being greeted by one of the best hosts,” Hever shared about the event, which he continued to attend throughout McCombs’ life.
After McCombs died, the network of breeders felt the loss of the annual event, a fellowship of shared meals, conversation about the love of the breed and opportunities to buy and sell to breeder preferences. “It was like a piece was cut out of all of us,” Hever shared about the loss.
Along with partners Kurt Twining and Mike Davis, and fellow Association member Randy Murray, the group began looking for a location. They toured various properties, but nothing worked as they needed. In a last minute find before the first event, Mike Davis closed on a property just west of Fredericksburg near the intersection of Highways 290 and 87.
The Texas Treasure Sale launched in 2025 to high acclaim. March 2026 saw the event in its second year. Attending guests approached the sale through a luxurious vendor tent featuring cozy space to sit, shops and booths of western art, luxury clothing and even the fine tobacco of Bariay, featured in this issue.
Families lined up for a plate of barbecue and shared tables refreshed by cold beer. Kids played in the nearby fields. The cattle tent was an eye-catching path through some of the most beautiful representations of the Longhorn breed to be found. Smiles and handshakes and hugs were shared throughout the weekend. Hever doesn’t see Texas Treasure as a sale; he sees it as an event.
Despite that fact, six animals sold for an amount higher than $50,000. The highest selling animal was a heifer, sold for $75,000. Longhorn lovers put their money where their mouth is.
The Road Ahead
Hever plans to continue the Texas Treasure Sale to gather Longhorn breeders and collectors from all over the world. He sees the sale as a benefit to the entire community of Fredericksburg.
At a time when cattle ranching is changing, landowners have moved away from high-acreage ranches once requiring the maintenance of hundreds of heads of cattle to be sold at beef auctions. Today, many have moved towards smaller plots of land with the tax benefits of keeping a few beautiful four-legged icons of the rich history of Texas ranching – the Longhorn.
And behind it all is John Hever, throwing his passion and vision right into the mix.
“We love this little town and this area,” Hever said. “We really want to showcase Fredericksburg – the restaurants, the wineries, the galleries, the spas, the businesses – the things that make Fredericksburg tick.”
Texas Treasure Sale takes place annually in Fredericksburg, Texas and is hosted by John Hever, Mike Davis, Randy Murry and Kurt Twining. The sale draws Texas Longhorn breeders and collectors from across the nation.
Information about sale results, along with information on local restaurants and experiences, can be found at the Texas Treasure Sale website:
TexasTreasureSale.com
What was so appealing about the breed for Hever? He described Longhorns as art grazing through a field.