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Encyclopedia Dubuque


"Encyclopedia Dubuque is the online authority for all things Dubuque, written by the people who know the city best.”
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Affiliated with the Local History Network of the State Historical Society of Iowa, and the Iowa Museum Association.


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Photo: 2014
LONGHORN SADDLERY. Longhorn Saddlery & Western Wear was started January 23, 1968 by Roy and Jeanette Bettcher. It was originally located in downtown Dubuque on Main Street across from the Julien Hotel. In 1973, Roy and Jeanette decided to build a new store out off of Highway 20 past the KENNEDY MALL.

The business was handed down to Jim Bettcher (Roy and Jeanette’s son). Jim and his son, Travis, worked full time at Longhorn to keep the family business going. Jim's daughter, Chelsea, also helped with some of the advertising and web design. Roy and Jeanette, although retired, remained very much involved in the business. Jeanette was the head of advertising while Roy did a lot of the leather repair work. Jim managed and controled the store inventory and ordering. Travis, who gained a lot of knowledge through Jeanette, took over the finance and accounting along with various other office roles. Travis also took an interest the leather work and helped Roy with a lot of saddle repairs along with other custom leather projects.

The 1977 and 1980 Dubuque City Directory listed Highway 20 West.

The 1983 through 1993 Dubuque City Directory listed Longhorn Saddlery and Western Wear at the same address.



"How It All Started," Longhorn Saddlery and Western Wear. Online: http://www.longhorndbq.com/our-story.html