THE SYMBOLIC ECONOMY OF A THEME TOWN

Theme towns are an often-overlooked but significant form of tourism in rural areas. Many a small town across the United States, faced with a declining resource-based economy, has turned to "theming" as an economic-development strategy. In hopes of creat- ing an alluring landscape, the built environment is radically transformed, and a variety of invented traditions are instituted. This article explores one such place-Leavenworth, Washington-that "went Bavarian" in the 196os and is widely viewed as a success story. We examine four interrelated concepts that produce the symbolic economy of Leavenworth: emulation of other theme towns, authenticity, visual difference, and place marketing. After discussing each, we turn to the questions of how residents are affected by tourism and what it is like to live in Leavenworth. Keywords: landscape, Leavenworth, theme town, tourism. Who or what are we? Are we going to become Bavarians? Are we going to be imposters the rest of our lives? What has become of Leavenworth? Is it still there beneath the facade? Or is the facade Leavenworth? -Dirk Andersen, 1969

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