To decide which brands to partner with for the event, the planners looked for sponsors that shared Vail's strategic and philosophical outlook, and which ones they got along with well. "I can tell you that we are friends with our sponsors first and business associates second," says Adam Sutner, director of sales and marketing for Vail. "They are as passionate about our lifestyle as we are, and that's why it works so well."

Throughout the weekend, the Spring Back to Vail Expo Village featured a range of products and interactive areas offering promotional giveaways, such as the Men's Journal Lounge, sponsored by the magazine and which included a Leatherman Tools product display and giveaways, as well as a Eukanuba Doggy Bar.

Sony Cierge Experience had an event space that offered plenty for the gadget-fiends to drool over, including the DSC-TX5 Cyber-shot digital camera, as well as a promotion where attendees could win a chair from the famed High Noon Lift. Highlighting the event were performances by R&B singer Wyclef Jean and the rock band Guster.

Visitors also picked up Bear Naked Granola and Clif Bars, and checked out the offerings of Climate Counts, EVOL Burritos, NativeEnergy, Nordica, Oxfam, SIGG, Specialized, Stonyfield Farm and Sustainable Biodiesel Alliance, as well as Liberty Skis and Smith Optics.

The attendance at Spring Back to Vail was the largest the resort has ever had at such an event, and occupancy rates spiked dramatically. Retailers reported having their best retail days of the season, and virtually every other measurement showed strong results.

"We conduct quantitative research in and around our events," says Sutner. "All key measures came in super-high, including measures like, 'Why did you come to Vail?' Are you aware of who the sponsors were?' and 'Did you like the bands?' "