I warned you.

http://fivedayweekend.org/

Bob Moog, inventor of the synthesizer, is one of the guys who founded that organization. It was mainly a friend of his. They would get together each week for beer and talk about this scheme.

Oh I see, this is some 2007 take on it being done as a publicity thing by the Asheville Visitor's Bureau. Clever. They don't tell the story, but it isn't just some random thing - they are borrowing Moog and friend's scheme. I think it was originally called the "drink beer party" or something and they even had some political campaigns.