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Y.O. Brand Licensing,
LLC, licenses certain trademarks, service marks and copyrights
associated with the world famous Y.O.
Ranch Brand. The company is interested in expanding
its business by building relationships with individuals and
companies interested in licensing and marketing the Y.O. Brand on
their own products and services such as: FOODS,
BEVERAGES, APPAREL, FURNITURE, GIFTS, PERSONAL ITEMS, ETC., in a
first-class, quality manner. We believe we know how to
advertise and conduct public relations activities that successfully
publicize and promote the ranch and its world famous
brand! |
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The Y.O. Brand was
first used on the Texas Gulf Coast in the 1850's by Youngs O.
Coleman of the Fulton Family Ranching Empire near Rockport.
Eventually the brand changed hands and made its way to the Texas
Hill Country near Kerrville. In 1880, Texas Ranger, Captain Charles
Schreiner purchased the Y.O. Ranch, its
brand and cattle from Taylor and Clements with the profits he made
by driving more than 300,000 head of Texas Longhorns "up the
trail" to Dodge City. Five generations of the Schreiner Family
have operated the Y.O. - a tradition that continues
today. |
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CSIII |
In 1960 Charles
Schreiner III (Charlie III), grandson of the Captain, began
promoting the Y.O. as a premier
hunting destination. In the sixties, he hosted astronauts,
senators, governors, kings, princes, movie stars and many other
famous people as his guests. This afforded the ranch a great amount
of publicity. A hefty advertising budget accompanied these efforts
and has consistently promoted the ranch for 40+
years. |
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Additionally, Charlie III saved the
Texas Longhorn from extinction and in the process gained notoriety
far and wide. In 1966 he and Ace Reid produced a Longhorn Trail
Drive from San Antonio to Dodge City and again in 1976 from San
Antonio to Lubbock. These drives generated a great deal of regional
press and brought much recognition to the Y.O., especially the day
the thirsty Texas cowhands reached Dodge City and created quite a
ruckus. When the Y.O. cowboys and cattle arrived in Lubbock they
helped open the Texas Tech Ranching Heritage
Center. |
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On April 12, 1980,
Charlie III and Family threw a huge birthday party at Y.O.
Headquarters to celebrate the ranch’s Centennial. A PR firm from
Dallas arranged for 100+ reporters and television networks to cover
the event. As a result, the ranch was featured, coast to coast, on
the front page of the nation's largest newspapers with a picture of
CSIII dressed in "Black Tie and Boots" atop "Ranger", a Texas
Longhorn Steer as he rode through a herd of well-wishers. The value
of the print space and time generated in favor of the ranch by all
media was estimated at $5,500,000. | |
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In 1984, the PBS show “Great Chefs of
the Southwest” featured Y.O. Cook, Bertie Anne Varner, in a special
television series of the same name including a cookbook to go along
with the show. Thousands of people have traveled to the ranch just
to eat some of “Bertie’s Cookin’” and meet our
celebrity. |
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In 1989, Neiman Marcus sold a Y.O.
Trail Drive in their Christmas Catalog. They mailed it to over two
million customers and featured the Y.O. on the “Today Show”.
Millions of customers and viewers were exposed to the Y.O. Brand.
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That same year, Dewar’s Scotch
featured Charles Schreiner IV (Four) as their “Profile” for
their National Ad Campaign. Millions were spent on this campaign and
again, the Y.O. was prominently featured. |
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In 2003, Y.O. Cowboy,
Jim Murff, appeared on “Fox and Friends” to deliver his poem to
co-host E.D. Hill. The Y.O. received national attention here, as
well. |
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In 1984, Charlie III built the Y.O. Resort Hotel and Conference Center in
Kerrville, Texas. Today it still bears the Y.O. Brand, which is
licensed to our friends from Galveston. This 200 room luxury hotel
hosts 60,000-plus guests annually. |
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In 1996, the Y.O. Ranch
Steakhouse was opened with a Y.O. Brand Licensing
Agreement in place. The Y.O. is the “Premiere Texas Steakhouse
in Dallas' Historic West End” with some 50,000 customers per
year. |
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Today, the Y.O. Ranch hosts
approximately 40,000 visitors annually. These include customers for
hunting, daily tours, group tours, horseback riding, trail drives,
photo safaris, swimming, hiking, purchasing longhorns, longhorn
auctions, purchasing wildlife, exotic game auctions, the Y.O. Social
Club - "The Best Party in Texas" - Cowboy Camps, Hunting
Camps, Adventure
Camps, corporate meetings, weddings and other special occasions.
Y.O. Landowners and their guests frequent the Headquarter's
facilities, as well. | |