Although the Rocky Mountain setting near Vail, Colo., was gorgeous, nearly a quarter of the participants said they wanted to be east of the Mississippi.
That's not the only change Jeep is making for the 3,000 Jeepsters expected at the annual event.
"We have a lot of activities for kids, including paintball, rock climbing and craft workshops," says Lou Bitoni, direct marketing manager for the brand. "Adults asked for more hands-on driving experience, so we'll have mini Jeep 101 sessions."
Jeep 101 events demonstrate how to use the Jeeps off-road. The Jeep 101 programs have become so popular they will be held in 22 cities this year, up from five cities two years ago.
Bitoni is happy.
"It costs five times more to (gain a new) customer than keep a current one," he says. "So event marketing is a great way to reinforce the fact that the Jeep