Heartland Hotspots: In 'New Louisville,' weird works

Chie Davis | Special for USA TODAY

Show Caption Hide Caption Heartland Hotspots: The 'New Louisville' Local restaurateurs and storeowners are experiencing a tourism boost after revitalizing the eastern section of the city.

Whether they're lounging at the SLS hotel or dining at Nobu, celebrity sightings can easily transform a regular restaurant into a crowded hotspot in Los Angeles or New York. But what about the nation's Heartland? Some of the most delectable fare, luxurious spas and coveted goods can be found where least expected. Heartland Hotspots explores the top-rated -- yet under- the-radar -- boutiques, thrift stores, hotels, restaurants, spas and lounges favored by celebrities and the local elite in the Heartland, as told from the perspective of area locals.

His signature string tie is fastened tightly around his neck. Crisp white hair and blazer intact, the Colonel's legs dangle from the mobility scooter on which he sits. "Since he's a seated mannequin, the pants weren't on his legs. We had to have a little surgery -- amputate one of his legs to get the pants on. That's when the suit jacket fell open." Out popped a custom tailor tag from 1967 that read, "Made for Colonel Sanders," recalls Will Russell, the owner of Why Louisville. To celebrate the anniversary of his quirky souvenir shop, which also features an oversized animatronic clown, Russell wheels out a wax replica of the legendary KFC founder. Annually the figure "leads a pack of Kentucky Colonels, all dressed in white suits. We march down Market Street. I'd say a wax Colonel Sanders on a Hoveround is pretty weird," says the shop owner.

Surprisingly, weird works. Russell is one of 90 members of the NuLu Business Association. Short for "New Louisville," the group of local restaurateurs, antique and clothing storeowners are experiencing a tourism boost after revitalizing the eastern section of the city. Gill Holland, an eco-conscious developer with Soho roots, spearheads the efforts. "The buildings date back to 1850 ... We bring new business, local food initiatives, sustainable design and arts ... building creative relationships between things that you might not have seen before," he explains.

Positioning redesigned spaces next to traditional mom-and-pops is the result. Falling in line with the city's motto to "Keep Louisville Weird," this landscape of oddity is exactly what lures travelers in. Those craving to escape big-box cities can enjoy fresh farm-to-table delicacies at Harvest by day. Skip over to Main at night for art and leisure at 21c, a contemporary gallery/hotel. Joe Ley's, a three-story antique wonderland, sits in a 19th-century schoolhouse. Just across the street, on Market, is Muth's Candies. Family owned since the 1920s, they still produce sweets on site. "We'll have grandmothers buying Easter baskets for their 50-something child, who is buying for their child and maybe grandchild at that point," describes owner Martha Vories.

NuLu is one of four major sections in Louisville. The city's trolley hop offers visitors an opportunity to tour most of the historical stroll districts.

"People just assume that (it's) a fly-over town ... but we have a lot going on that people don't realize ... We're experiencing a renaissance in Louisville and people are starting to notice," adds Russell. In September more than 12,000 attended the NuLu Festival, in collaboration with Idea Fest, an event attracting global thinkers around business, technology and design. It was one of the biggest tourism draws to the city, outside of the Kentucky Derby.

Celebrities have also caught on. Those seeking paparazzi-free moments often slip away to this Heartland Hotspot. ABC's Diane Sawyer was recently spotted dining at Coal's Artisan Pizza on Frankfort Avenue. Actor Orlando Bloom browsed for gifts at Scout. Even Lady Gaga has danced the night away at 21c.

Chie Davis is a multimedia journalist who specializes in travel, arts and culture. She has reported and produced online and video pieces for The Huffington Post, EBONY.com and Ebyline. Follow her on Twitter @chieone.