Painting the Streets Blue in Crested Butte, Colorado

This isn't some new take on the bright green of bike lanes all over the country—it's not even the same shade of blue worn by the Denver Broncos. It's Bud Light painting the mountain town's Elk Avenue blue for $500,000 for its #WhateverUSA promotion.

2 minute read

September 3, 2014, 2:00 PM PDT

By James Brasuell @CasualBrasuell


Crested Butte Colorado

Larry Lamsa / Flickr

"The Crested Butte Town Council voted unanimously to approve a permit for Bud Light to fence off its main street, paint the town blue, and bring in more than 1,000 revelers for an event on Sept. 5-7," reports Russell Haythorn.

"The decision came after Bud Light doubled its offer to Crested Butte Thursday, offering to pay $500,000 for the permit." 

In an article leading up to the decision by the City Council, Nancy Lofholm explained the campaign and why it needs to co-opt the city's street for its ends: "Bud Light has been building up buzz about a fictional town called Whatever since the last Super Bowl. TV commercials and social media videos have teased about a mysterious town the company is creating and have urged Bud Light fans to apply on-line for a visit to Whatever."

Lofholm also details what the town of Crested Butte sold for that $500,000: "According to a more than 100-page operational plan for the event, Crested Butte's iconic Elk Avenue will be disguised with blue paint and light poles, Bud Light branded fencing and an archway and sign welcoming visitors to Whatever. Bands and buskers will perform on stages being built on the avenue and at the town's ice rink. Only Anheuser-Bush products will be displayed or available in the participating downtown bars."

And Lofholm has also been on the scene in Crested Butte as crews began their work.


Wednesday, August 27, 2014 in The Denver Post

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 16, 2025 - Diana Ionescu

Green vintage Chicago streetcar from the 1940s parked at the Illinois Railroad Museum in 1988.

Chicago’s Ghost Rails

Just beneath the surface of the modern city lie the remnants of its expansive early 20th-century streetcar system.

July 13, 2025 - WTTV

Blue and silver Amtrak train with vibrant green and yellow foliage in background.

Amtrak Cutting Jobs, Funding to High-Speed Rail

The agency plans to cut 10 percent of its workforce and has confirmed it will not fund new high-speed rail projects.

July 14, 2025 - Smart Cities Dive

Worker in yellow safety vest and hard hat looks up at servers in data center.

Ohio Forces Data Centers to Prepay for Power

Utilities are calling on states to hold data center operators responsible for new energy demands to prevent leaving consumers on the hook for their bills.

July 18 - Inside Climate News

Former MARTA CEO Collie Greenwood standing in front of MARTA HQ with blurred MARTA sign visible in background.

MARTA CEO Steps Down Amid Citizenship Concerns

MARTA’s board announced Thursday that its chief, who is from Canada, is resigning due to questions about his immigration status.

July 18 - WABE

Rendering of proposed protected bikeway in Santa Clara, California.

Silicon Valley ‘Bike Superhighway’ Awarded $14M State Grant

A Caltrans grant brings the 10-mile Central Bikeway project connecting Santa Clara and East San Jose closer to fruition.

July 17 - San José Spotlight