Growing up in Southern California, Louis Amestoy remained connected to Texas as the birthplace of his father and grandfather. Texas was always a presence in the family’s life. Amestoy’s great-grandparents settled in San Antonio, Texas, drawn by the city’s connections to Mexico and the region’s German communities. In 2019, Louis Amestoy saw an opportunity to make a home in Texas. After 30 years of working for corporate media chains, Louis Amestoy saw a chance to establish an independent voice in the Texas Hill Country. He launched The Lead to be that vehicle. With investment from Meta, Amestoy began independently publishing on Aug. 9, 2021. The Amestoys have called Kerrville home since 2019.