I'm not sure it's so much the adventure sports crowd who, as you say, probably don't overlap so much with the not worrying about money crowd. Though maybe that's part of it.

Instead, I think it's more the outdoor lifestyle, decent restaurants, at least a modicum of culture, maybe not retired-at-40 but comfortable financially. Especially if they're willing to trade the offerings of larger urban centers for a more laid-back, more outdoor activities oriented existence.