Score one for the brilliant marketing department at Crested Butte Mountain Resort. This billboard sits just a few blocks up from Sports Authority Field at Mile High and is easily visible from the busy I-25 highway. In an effort to target traffic-weary Denver skiers who are sick of the insane congestion on the I-70 corridor, Crested Butte advises people to take the toll-free 285 highway. The sign is an obvious dig at the Colorado Department of Transportation's latest attempt to reduce travel times on I-70 (the highway that takes you to ski areas like Keystone, Breckenridge, Vail, and Beaver Creek). The new I-70 toll lane has helped relieve congestion at times, but its expense and inability to operate if there is heavy snow (the lane was created out of the shoulder) means that the toll lane is no magic bullet. Looks like Crested Butte is capitalizing on skiers and snowboarders who are sick of sitting in traffic like this and instead want to spend more time skiing.