In this important new book, Holly Beachley Brear explores in fascinating detail what the Alamo means to the numerous groups that lay claim to its heritage. She shows how Alamo myths often diverge from the historical facts—and why. She decodes the agendas of various groups, including the Daughters of the Republic of Texas (who maintain the Alamo buildings and grounds), the Order of the Alamo, the Texas Cavaliers, and LULAC. And she probes attempts by individuals and groups to rewrite the Alamo myth to include more positive roles for themselves, as she explains the value in laying claim to the Alamo's past. With new perspectives on all the sacred icons of the Alamo and the Fiesta that celebrates (one version of) its history each year, is guaranteed to challenge stereotypes and offer new understanding of the Alamo's ongoing role in shaping Texas and American history and mythology. It will be of interest to a wide popular and scholarly audience.