In a highly commercialized setting such as the United States, it is not surprising that many landscapes are seen as commodities. In other words, they are valued because of their market potential. Residents develop an identity in part based on how the landscape can generate income for the community. ① This process involves more than the conversion of the natural elements into commodities. ② The landscape itself, including the people and their sense of self, takes on the form of a commodity. ③ Landscape protection in the US traditionally focuses on protecting areas of wilderness, typically in mountainous regions. ④ Over time, the landscape identity can evolve into a sort of “logo” that can be used to sell the stories of the landscape. ⑤ Thus, California’s “Wine Country,” Florida’s “Sun Coast,” or South Dakota’s “Badlands” shape how both outsiders and residents perceive a place, and these labels build a set of expectations associated with the culture of those who live there.