Small Texas Town of Florence is Blossoming in Fast Growing Williamson County

Florence, described by travelers as friendly, eclectic and “a peace of heaven”, is a small town blossoming in fast growing Williamson County on the edge of Texas Hill Country.

The landscape, complete with majestic Live Oak trees, historic buildings and homes, and a sought-after school district, is attracting new residents looking for a strong sense of community and a slower pace of life.

Florence juggles the past, present and future with aplomb, highlighted on the outskirts of town where couples tie the knot at one of the most sought-after wedding venues in Texas, and archeologists comb through artifacts from people who lived on the land some 18,000 years ago.

The Vineyard at Florence, an Italian-inspired boutique hotel and resort spread over 600 beautiful acres, and the Gault Site, home to the Gault School of Archaeological Research, are located less than five miles from each other!

Florence’s water tower not only displays the local high school’s mascot, the Buffalo, but also proudly claims “Est. 18,000 B.C.”.

From Ranch and Farms to Subdivisions

Located about midway between Austin and Waco – about 20 minutes off the main route between the two cities and an hour’s drive to both – Florence has just about 1,300 residents but the area is changing with farm and ranch land giving way to new subdivisions.

“To meet the needs of our growing community, new retail businesses and restaurants have opened in town, larger corporations have selected Florence as their home, increasing employment opportunities, and we just passed a bond for almost $50 million to build a new elementary school, band hall, and field house,” says the local Chamber of Commerce. “Change is happening, and we are doing our very best to keep up with the needs of the families and companies who have chosen Florence as their home.”

In fact, Williamson County is the sixth fastest growing county in the nation in terms of net domestic migration with the county gaining more than 38,000 net new residents in the past two years.

Florence Got its Start as Brooksville in the 1850s

Florence’s modern-day story starts in the 1850s when early pioneers settled in the region, attracted by fertile soil and abundant water sources.

The town was originally called Brooksville, but had to change its name in 1857 to establish a post office when it was found another town in Texas already was called Brooksville.

How Brooksville became Florence is a bit of a mystery.

“The origin of this name is uncertain: it may have derived from Florence, Alabama, an early home of the first postmaster, or it may refer to Florence Brooks, the daughter of the town's first merchant,” says the Texas State Historical Association (TSH) .

A cattle industry flourished in the area after the Civil War, and wheat and cotton became significant local crops. Florence was the original destination of the Bartlett-Florence Railway (later the Bartlett Western Railroad) which connected with the Missouri-Kansas-Texas Railroad.

The railroad line, however, lasted only from 1909 to 1935 – this was the same time frame when Florence’s population, which had reached 1,000 by the late 1920s, plummeted during the Great Depression.

“By 1931 its estimated population had dropped to 421, where it remained for eight years before beginning a slow but steady growth that reached an estimated 672 by 1976,” says the TSHA, noting that Florence’s population finally reached 1,000 again in 2000.

A Visit to the “Italian Countryside” without a Passport

A constant of Florence has been the beauty of the land, and The Vineyard at Florence provides travelers with a slice of the Italian countryside without the need of a passport.

“At The Vineyard at Florence, expansive property grounds, stone fountains, cypress trees and a calming creek are like a little slice of Italy in Texas,” says wedding website The Knot. “Located on 600 acres for plenty of privacy and serenity, the venue is perfect for turning your celebration into a multi-day event, with amenities including onsite guest accommodations, a wellness spa, swimming pool, restaurant, hiking trails and lawn games.”

More than just a wedding venue, The Vineyard at Florence is a boutique hotel and resort that offers luxurious accommodations as well as a winery, restaurant, day spa, and wine tasting.

“Inspired by a trip to Tuscany, the cultivation of grapes and production of wines began on the property, establishing the vineyard. Through requests of visitors and within the local community, The Vineyard at Florence expanded to include a hotel with luxurious lodging, restaurant, spa, as well as extraordinary spaces for weddings, special events and impactful entertaining,” says the resort.

The resort’s main building was originally constructed in New York, circa 1850, and transported to its current location and restored to its full Italian-themed glory.

In addition to wine tasting, don’t miss the resort’s Farmers Commons restaurant, directed by executive chef Soraya Spencer, who serves up a modern twist on traditions including escargot a la bourguignonne, frog legs a la Provençale, pesto rigatoni, and risotto al salmone.  

Florence: Discovering the Life of the Oldest North Americans

Just six minutes away from couples celebrating their future together, archaeologists are uncovering facts about the life of the oldest North Americans at the Gault Site.

“A few miles away, near Williamson County’s northern border, a rocky outcrop along the clear, spring-fed pools of Buttermilk Creek reveals the reason why people have been gathering in this place for thousands of years. The limestone wall is streaked by a seam of chert—a sedimentary stone used by North America’s earliest residents to make tools,” writes Kathryn Jones in Texas Highways. “Numerous chert flakes—leftover debris from making stone tools—are scattered around the site. Even more clues lie beneath the soil in stratified layers, where archeologists have excavated millions of artifacts that indicate ancient hunter-gatherers were here 16,000 to 20,000 years ago.”

The site is significant because previously archaeologists believed North America was originally populated by the Clovis culture – a people that crossed a land bridge at the Bering Strait from Asia some 11,000 to 12,000 years ago.

At the Gault Site, Clovis artifacts have been found, but so have tools predating that culture by thousands of years, leading some to believe that there were already people occupying the region before the Clovis people moved in.

The site is named for Henry Gault, who acquired the property in 1904, and it remained in private hands until less than 20 years ago. As late as the 1990s, amateur archaeologists could pay a small day fee ($25) to dig up artifacts to sell or collect.

University of Texas archeologist Michael Collins bought the property in 2007, and the Gault School of Archaeological Research was established.

Monthly guided tours of the Gault Site are offered on alternating months by the Bell County Museum and The Williamson Museum. The tours start at 9 a.m. and last about three hours. Cost is $10 per person; children 10 and younger are free. Check with the museums for 2023 tour dates. Pre Registration is required.

Day Trippin’ in Florence

Florence is a compact town with a city limit of less than one square mile. A day trip to Florence might include the following local stops for shopping, food, and drinks:

• Main Street Co-Op: Billed as a “little shop with a heart as big as Texas” this clothing store is go-to spot for local spirit wear.
  
  
• Florence Blue Santa Thrift Shop: You never know what you will spot in this little nonprofit store.
  
  
• Mano’s Mexican Food: A family-run restaurant in Florence since 1997. A traditional gathering place for those on the opening day of dove hunting season each year.
  
  
• B. Buddies Country Store and Café: The number of state police dining here tells you everything you need to know. Under new local ownership in the past year, but still serving the same southern comfort food.
  
  
• The Florence Marketplace: From BootRescue cleansing wipes to Peterson Farms popcorn, look for bargains and local finds.
  
  
• Dwell House Coffee and Tap: A coffee shop that would feel right at home in Austin is nestled in Florence serving espresso macchiato’s and blueberry crumble.
  
  
• Unwind at Salado Creek Saloon, with live music and karaoke, or Keith’s Place where you can get domestic longnecks for under $3 and watch some bull riding!
  
  
• Florence Beer Market: Another local place under new ownership, serving up everything from al pastor pizza to a buffalo ranch chicken sandwich, with a nice beer selection.
  
  
• La Fuente Restaurant: Another family owned restaurant serving up authentic Mexican food for almost a decade on Main Street.