Zim’s Retreat Set for 2025 Relaunch as Tourism Hub

Zim’s, a local landmark established in the 1920s by Marche “Zim” Zimicki, once served as a key stop along the Bankhead Highway, providing food, lodging, and services for travelers heading west from Fort Worth. Jordan Wallace, President of Wallace Ventures, envisions the redevelopment of the 42-acre site as not just a nod to its past but a fresh start that will position Strawn as a hub for tourism.

“The state is opening its first state park in 25 years here, and Strawn’s anticipating 70,000 to 120,000 visitors annually,” Wallace said. 

Palo Pinto Mountains State Park, just miles away, is expected to be a prime attraction for outdoor enthusiasts. The park’s 4,800 acres of rolling hills, hiking and biking trails, and a 90-acre lake are expected to draw tens of thousands of visitors to the region, offering an opportunity to tap into that influx.

“For a town with a population of just over 500, that’s a big number,” Wallace said.

Zim’s Retreat was originally built using materials from the old Stephens County Courthouse in Breckenridge, including Thurber bricks and vintage tin ceiling tiles. Over the decades, the property housed a Dr Pepper bottling plant, a mechanic’s workshop, and even a motor court, creating a bustling stop for travelers. Wallace explained that while the property was initially unimpressive from the roadside, a closer look revealed its true potential.

“The property opens up into this oasis of trees, wildlife, and even a creek that feels like something you’d find in the Hill Country,” he said.

Wallace Ventures is also working with the Texas Historical Commission to register Zim’s on the Texas Historical Registry. 

“There’s so much history in this place,” Wallace said, recalling how Zim’s once bottled both Coca-Cola and Dr Pepper. 

Wallace envisions Zim’s Retreat becoming a cultural and recreational destination akin to Round Top or Magnolia Farms, with plans to host major events, artisan markets, and live music performances.

“We want people to travel from two or three hours away to experience something special,” Wallace said.

He hopes to bring in top-tier musical talent and vendors, transforming Zim’s into a destination that offers much more than a typical small-town stop.

Strawn’s location—just 15 minutes from Possum Kingdom Lake and roughly two hours from both Dallas-Fort Worth and San Angelo—gives it strategic importance as a weekend getaway spot for city dwellers. Wallace also noted that West Texas, unlike regions around Austin or Fredericksburg, has long been underserved in terms of cultural tourism and outdoor recreation destinations.

“We get so much focus on South Texas, but West Texas has so much to offer,” Wallace said. “This is a small, personal project for me, but one that I believe will preserve Texas history and bring value back to the town.”

The redevelopment of Zim’s comes at a critical time for Strawn, a town with a single gas station and restaurant. The influx of visitors from Palo Pinto Mountains State Park is expected to boost the local economy.

“The park’s not even open yet, and it’s already generating a buzz,” Wallace said, pointing to the park’s active Facebook page with thousands of followers.

In addition to the state park, the proximity to Possum Kingdom Lake—a popular destination for fishing, boating, and other water activities—adds to Strawn’s tourism potential.

“Strawn’s never going to be the next San Angelo, but it can become a tourist-rich, environmentally-friendly town for outdoor activities,” Wallace said.

Wallace’s plans include preserving over 20,000 square feet of historic buildings, such as the original gas station and bottling plant, while introducing new features designed to cater to today’s visitors. The development will offer a premium RV park with 100 concrete-padded stalls, tent camping locations, a kid’s adventure park, and outdoor event space for concerts and gatherings. A new 7,000-square-foot restaurant will be constructed, offering Texas fare like BBQ, wood-fired pizzas, and a curated children’s menu.

“It’s really about providing a multi-generational experience where there’s something for everyone,” Wallace said.