The area of Western Massachusetts, known as the Berkshires, does a heavy tourist trade. Not surprising. It’s beautiful and serene, tucked into mountains that muffle noise. It’s where you vacation when you want to get away from a hectic life. The towns that make up the Berkshires want to keep themselves quaint and free of too many chain stores. They adopted Berk$hares as one way to encourage the growth of local businesses, mom-and-pop shops owned by people who live just down the street or in the next town over.