According to the Jeep web site:
Three Days of Family Fun and Adventure Exclusive to Jeep® Owners This August 14-16, take your Jeep vehicle, yourself and your family to camp: Camp Jeep.
Located in beautiful Camp Hale, Colorado, Camp Jeep is a gathering of kindred souls where you'll enjoy the majestic scenery and outdoor activities of the Rocky Mountains and celebrate the freedom and off-highway adventure that you can only get in a Jeep vehicle.
For $195, the schedule looks jam-packed, with activities including fly-fishing, mountain biking, technical discussions, hiking, Jeep 101 courses, white-water-rafting, a 1999 Jeep Grand Cherokee Learning Center, and a concert by Kenny Loggins.
According to reports from last year's Camp Jeep, over 4500 people and 1500 Jeeps were in attendance.