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Beer company paying Colorado town to change its name for weekend

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Beer company paying Colorado town to change its name for weekend

By Joyce Lupiani. CREATED Aug 29, 2014

There is a town in Colorado that is changing its name temporarily for a beer company promotion.

Bud Light is taking over the town of Crested Butte, Colorado, for a three-day event "of unexpected fun" as part of its "UpForWhatever" campaign, according to KMGH-TV in Denver.

The town is changing its name to "Whatever U.S.A." during the event and Anheuser-Busch is making a heft donation to the town, according to ABC News.

Bud Light says the town was selected because of its "breathtaking natural beauty" and "colorful cast of characters."

Some of those characters are less than thrilled with the idea though. Some residents are worried that the promotion will tarnish the town's reputation and that it might select rowdy crowds. Others say that it is a good chance to let others know about their beautiful town.

Bud Light is planning to fly 1,000 fans from across the United States to the event. Those fans are being selected through a contest in which the contestants have to submit a 10-second audition video explaining why they should be selected. Bud Light began promoting "Whatever U.S.A." during February's Super Bowl.

The deadline for the contest is next Thursday. ABC News says that more than 150,000 people have submitted videos so far. The event is scheduled to take place Sept. 5 through 7. The town has already started to prepare. Plans include painting town lamp posts blue, a makeover for the local ice rink and Center for Performing Arts, stages for live music and plenty of pop-up bars, according to the Examiner.com.

Joyce Lupiani

Joyce Lupiani

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Joyce Lupiani, who is based in Las Vegas at KTNV-TV Channel 13, is a contributor to NowTrending.com.