Charlottesville Tourism Website is laid out very well
Downtown Pedestrian Mall, Charlottesville, Virginia. Photos from the Charlottesville Albemarle Convention and Visitors Bureau.
The website landing page is a good model of laying out easy navigation by interest (segmentation), without cluttering.
Also, check out the "So Very Virginia" passport program. People who go to six different places listed on the downloadable passport can redeem the passport for a free tee-shirt. This kind of promotion can be adapted to promote the local cultural heritage story, which is rich and interesting, but at times diverges greatly from the National story that people most associate with Washington, DC.