Apparently, someone thinks so, and the flagship publication of the company I work for carries a story to that effect. At one point, a local person makes a reference to "wine-country living" and I can see that some people here do enjoy that kind of lifestyle.
But many others do not, and I think if you spend some time out here, you'll find a lot more bullethole-ridden road signs, beer cans tossed at the side of the road out in the wheat fields and empty storefronts than you might associate with a cutesy tourist trap.
For this I am thankful. My alma mater has spent the years since my commencement doing a disgraceful job of re-landscaping, turning the campus into what one of my pals calls "the entrance to an REI," and I think that if certains powers-that-be had their way, the whole god damn city would be upscale, generic crap.
I'm all for progress, but I will be sorry if my town finishes marginalizing the people who can't afford an $8 hamburger.