This chapter views creativity as a key element informing the role that built heritage can play in terms of being a unique tourist attraction and a meaningful part of the life of local residents. Adopting a practice-based understanding of entrepreneurship, this study investigates entrepreneurs who reinvent the built heritage of an Italian village. The findings suggest that the reinvention process is a combination of innovation and imitation. The most creative entrepreneurs are characterised by exceptional creativity, sense of attachment to the local heritage, quite extensive social capital and sensitivity to the wellbeing of the community. While these entrepreneurs’ resources are applied to obtain benefits for the businesses and for the local area, they illustrate how heritage is created through creative practice.