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ing their appetites for things like fine dining and boutique shopping.

“You’re seeing places that are urbane without being urban,” he said.

A sense of place

There are many areas that have the goods to lure tourists and their wallets off the beaten path. But sometimes it takes the proper packaging - or “branding” as it was often called during Living Tbwns - to help travelers figure out how to take advantage of a region’s unique and interesting characteristics.

Ibdd Christenson described the example of the Crooked Road, which is Virginia’s Heritage Music Trail in the southwestern part of the state. The 250-mile route connects'historic country music venues in 10 counties.

The Crooked Road began in 2003 as an idea to generate tourism and economic development based on the Appalachian region’s unique musical heritage. It has been an enormous success and demonstrated how existing

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