Crested Butte OKs Bud Light ‘Whatever' promotion

Leaders in the historic Colorado mining town of Crested Butte have unanimously approved a plan to turn it into the fictional “Whatever” town for a Bud Light ad campaign.

Town councilors only gave their OK only after Bud Light maker Anheuser-Busch InBev doubled its payment to $500,000.

The Denver Post reports (http://dpo.st/YYwaQp ) fencing has already been installed for the Sept. 5-7 event that has divided the town.

The beer company has been working with town officials on the plan since the spring, but word only leaked out recently. In the meantime, the mysterious Bud Light event has been promoted online.

Some town residents objected to the secret talks that led to the deal. Others said the town was selling out by taking the payment from Anheuser Busch. And still others supported the arrangement as a good way to raise revenue for the mountain town north of Gunnison and provide some publicity for the area, whose economy depends largely on tourism.

Bud Light marketing director David Daniels says the company picked the town for its beautiful location and its reputation for having fun.

This story was originally published August 29, 2014 at 8:10 AM with the headline "Crested Butte OKs Bud Light ‘Whatever' promotion."