"Where does the 800-pound gorilla stand? Anywhere it wants to."
Something strange, unprecedented even, happened in Crested Butte this past weekend. A beer company—Anheuser-Busch—turned our remote mountain town into a movie set of sorts. I say "of sorts" because "Whatever, USA" felt like a music festival, carnival, TV commercial and frat party rolled in to one. As part of an ad campaign for Bud Light, 1,000-plus contest winners who were deemed "Up For Whatever" were whisked up to 8,885 feet for an all-you-can-drink throwdown in the mountains. It was a party of epic proportions, for contestants and locals alike.
Controversy swirled leading up to the takeover for a number of reasons, political and otherwise, but the event itself was tons of fun. How often do the likes of DJ ?uest Love, Lil Jon, Vanilla Ice and Charli XCX play free shows on Elk Ave.?
My biggest complaint is that locals were shut out of the main events at Big Mine Arena (and we couldn't ride the Ferris Wheel!). If Bud Light REALLY wanted to see who was #UpForWhatever, they should've opened the doors to the rowdiest locals in all the land. Just saying'. And, not to look a blue gift horse in the mouth, but I won't be drinking another Bud Light anytime soon…unless it's free of course.