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Ashland isn't called the armpit of America, nor does its claim to fame involve sinkholes or garlic.
Despite that, the Center of the Universe, as it is known by its residents, made the list of 24 places to avoid for vacation, according to NBC travel writer and editor Peter Greenberg.
Greenberg's book -- "Don't Go There! The Travel Detective's Essential Guide to the Must-Miss Places of the World" -- was featured on the "Today" show yesterday morning.
Since then, Ashland residents have been fired up.
"I think we should put him on the list of travel writers to avoid," said Donna Baxter, Ashland/Hanover Visitor Information Center manager.
An excerpt from the book pokes fun at Ashland's nickname and says if the town truly is the center of the universe, God has a wicked sense of humor.
Ashland residents aren't laughing.
"That's awful," Baxter said. "I don't know why anybody would say that."
Ashland Mayor Faye O. Prichard called Greenberg's inclusion of Ashland "a slam" and said "some people will do anything to make a buck."
She said at her constituents' requests, she'll be sending a response to "Today," defending Ashland.
Longtime resident and Hanover County School Board member Sue Forbes Watson said her phone was ringing off the hook.
"As the word is getting out, people are shocked and disappointed and appalled," she said. "We think there's a lot to do here."
Watson said Ashland is an old railroad and college town with unique shops and historic landmarks and prides itself on its small-town feel. The town recently celebrated its 150th birthday with a community party.
She said she's skeptical that Greenberg actually made it to Ashland to do his research.
"Maybe he didn't get off on the right interchange," Watson said.
Adding to the surprise, Watson said, is that "Today" host Matt Lauer has described himself as a big fan of The Smokey Pig's barbecue from his days of working in Richmond on the "PM Magazine" show in 1980-81.
Ashland also made national news during the presidential campaign, when Republican vice presidential nominee Sarah Palin made an unannounced stop at a popular gourmet deli and pastry shop.
In addition to information about the country's dirtiest cities, or those most likely to be hit by a tornado, Greenberg's book lists 24 destinations to avoid by categories -- silly nicknames or events, the world's largest items, museums and sites, and all-out places to avoid.
Ashland is listed along with places like Battle Mountain, Nev., nicknamed the Armpit of America for its now-defunct Armpit Festival; and Gilroy, Calif., the Garlic Capital of the World.
Greenberg recommends not visiting International Falls, Minn., for frozen turkey bowling, or Anniston, Ala., to see the world's largest office chair at 31 feet.
He's currently on a nationwide tour for the book, and according to his Web site, the closest he'll get to Virginia is Rockville, Md., tomorrow.
Watson said yesterday that some residents are considering traveling to the "Today" set in New York City to set the record straight about their beloved town.
"[Greenberg's] word is not the last word on our Center of the Universe," she said.