This paper explores the role of Spanish in an academic community in Southwest Texas in order to demonstrate how power, history and place affect linguistic attitudes. The changing status of Spanish from being an index of low wage paying jobs to being a marker of membership in an exclusive academic community serves as a case to investigate how power relations and history interact to shape linguistic attitudes of individuals and groups. Members of the Bilingual Creative Writing Graduate Program at the University of Texas, El Paso, were interviewed to identify the prevalent attitudes towards bilingualism, Spanish in the community and Spanish language users. A discourse analysis of the interviews revealed that participants in this community value Spanish use and bilingualism in the academic context, but have mostly negative attitudes towards local varieties of Spanish and monolingual speakers. This study demonstrates the importance of history, power and place in understanding language attitudes as shared evaluations of language users and uses.