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Crested Butte agrees to become Bud Light's fictional 'Whatever' town, for a price

CORRECTS SPELLING OF BUD LITE TO BUD LIGHT - FILE - In this Feb. 24, 2009 file photo, a crowd gathers on Elk Avenue in Crested Butte, Colo., during a Mardi Gras parade celebration. Some people in normally laid back Crested Butte, are not up for a secretive Bud Light plan to paint their mountain town blue and turn it into a fantasy town for an ad campaign. The Denver Post reports the company has agreed to pay the town $250,000 to fence off its main street and bring in more than 1,000 revelers for the Sept. 5-7 event. (AP Photo/Nathan Bilow, File)

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CORRECTS SPELLING OF BUD LITE TO BUD LIGHT - FILE - In this Feb. 24, 2009 file photo, a crowd gathers on Elk Avenue in Crested Butte, Colo., during a Mardi Gras parade celebration. Some people in normally laid back Crested Butte, are not up for a secretive Bud Light plan to paint their mountain town blue and turn it into a fantasy town for an ad campaign. The Denver Post reports the company has agreed to pay the town $250,000 to fence off its main street and bring in more than 1,000 revelers for the Sept. 5-7 event. (AP Photo/Nathan Bilow, File)

DENVER - 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 councillors 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.

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

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Information from: The Denver Post, http://www.denverpost.com

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