TAC Blog

Through the dull roar of revelers, polka music swells. Men in lederhosen shout “Prost!” as they clap their beer steins together, filling New Braunfels with the earthy smell of hops.

It’s a common scene at Wurstfest, New Braunfels’ annual celebration of German culture. The festival, now in its 64th year, takes place Nov. 7-16 at Landa Park in New Braunfels.

“The festival brings in people not only from within the community, but also outside the state of Texas,” Comal County Judge Sherman Krause said. This year, he said he expects over 200,000 people to attend.

Wurstfest is more than its smoky sausage and impressive yodelers. The festival also generates more than $2.5 million for Comal County nonprofits.

This year, seven nonprofits have booths throughout the festival grounds. The Sophienburg Museum and Archives, which highlights Comal County history, manages one of the largest booths at the festival. It’s called Sophie’s Shop, and visitors see its twinkling lights as they enter Wurst Hall.

“We sell steins, German-made hats, and hand-blown glass ornaments,” said Jennifer Singleterry, executive director of the Sophienburg Museum and Archives. “These are beloved family traditions, and people rush to get this year’s edition.”

Sales from Wurstfest account for half of the museum’s annual income.

“It’s a vital part of our survivability,” Singleterry said. “It helps with programming throughout the year, whether that be school trips or genealogy classes.”

When visitors peruse the offerings at the booth, they can also learn about the museum’s programming and events. It’s an opportunity to spark curiosity about the rich history of the county.

“It opens the conversation,” Singleterry said. “We have a rich oral history program here. It was started in 1976 as part of the bicentennial project, and we [may] have your grandmother’s voice on a recording telling one of her beloved stories.”

Judge Krause said Wurstfest “wouldn’t be the same” without the nonprofits’ involvement. These organizations support the festival’s mission to “promote business within the community and preserve the heritage.”

For the Sophienburg Museum and Archives, nothing is more important than heritage.

“I think heritage, in general, is the breath and life of who we are,” Singleterry said. “The reason we love this community is by and large because of those who came before us.”

To learn more about this year’s festival and to purchase tickets, visit wurstfest.com.