The City of Maryville, TN won a 2008 Savvy Award for its Foothills Fall Festival. The event has been hailed by USA Today as, “one of the Top Ten Fall Festivals to attend in the country." The Savvy Awards competition is sponsored by the City-County Communications and Marketing Association (3CMA) and is held in cooperation with the National League of Cities. The awards recognize outstanding local government achievements in communications, public sector marketing, and citizen-government relationships. This entry from the City of Maryville outlines the goals and plans to meet those goals that transformed the event from a financial burden for the city into a revenue source.