Pie Town. This tiny community tucked in southwestern New Mexico has a name that will pique your curiosity and make your mouth water at the same time.

Today, the New Mexico Tourism Department released the latest New Mexico True Story, “Pie Town,” a tribute to the state’s smallest town with the biggest sweet tooth. The release comes right before the community’s largest annual event, the Pie Festival.

“We pulled up and there was a little sign on the door: ‘Used to be pie in Pie Town … ain’t no more,” said Kathy Knapp, owner of the Pie-O-Neer, describing Pie Town before they opened their shop in 1995. “It’s someplace that’s different than anywhere else. The air and the sun … it’s magical.”

Pie Town’s 37th annual Pie Festival will take place September 9th with hundreds of people who have traveled to experience festivities like the “Pi-K” fun run, pie baking competition and pie eating contest. Spectators are invited to participate in the pageantry and coronation of the Pie King and Pie Queen, and burn off the day’s calories at the customary close to the celebration, the Pie Festival dance.

“We know that special events bring people to New Mexico, and this one is no exception,” Tourism Cabinet Secretary Rebecca Latham said. “The Pie Festival is such a fun and quirky New Mexico True gem that delivers history, comfort, and a unique culinary experience in one great road trip”

Recent third party research shows that “touring” and “special events” are two of the top reasons visitors chose New Mexico for their overnight trips in 2016. This same report indicates that visitors to New Mexico are more likely to seek out culinary experiences than the U.S. norm. With this combination, unique cuisine-themed events like Pie Town’s Pie Festival are poised for prosperity.

“Consumers are hungry for incomparable, one-of-a-kind travel experiences that lend themselves to lasting memories and great stories,” said Latham. “This episode in the New Mexico True Stories series will bring national attention to the upcoming festival, while also giving viewers another glimpse into what makes New Mexico so special.”

Pie Town is located on Highway 60, two miles east of the Continental Divide. The community is featured on the New Mexico True Enchanted 8 Road Trip for True Families, between the stops at the Very Large Array and Cosmic Campground in Glenwood, a dark sky sanctuary.

View the New Mexico True Story, “Pie Town” at YouTube.com/VisitNewMexico.