When Asheville asked us to help pump up midweek room nights, we could have done a simple promotion or advertised discounts. But we decided we needed to do something a little more radical. So we petitioned Congress to reverse the American workweek. That’s right, a five-day weekend. Our research showed us that Americans were suffering from vacation deprivation and often didn’t take all of their allotted days off. Our grass-roots campaign took to the road, spread the gospel of “work less, live more” and collected thousands of signatures for our petition. The rest is history.