On Friday, the company will fly in 1,000 young adults for a weekend of spring-break-style revelry, a stunt designed to publicize Bud Light. The town’s main thoroughfare, Elk Avenue, has been adorned with outdoor hot tubs, a sand pit, concert lights and a stage. Restaurants and hotels have been stripped of many local markings and given beer-branded umbrellas and signs instead. When the filming starts, drinks will be unlimited, access to the main street will be restricted to people with company-issued bracelets, and beautiful, mountain-ringed Crested Butte will be rebranded as “Whatever, U.S.A.”