If you're going on a spring break party week you are most definately going to be introduced to some sort of contest that use women as its main attraction.
Baby oil wrestling, wet t-shirt contents and other types of events are mainly arranged to get men into the bar/club, hence, the bar makes money on drinks while the boys are entertained. I guess it just wakes the animal in us all to see oily/sweaty/wet flesh?
These types of events hope to get "regular everyday girls" to participate in their contests by offering prizes. But early in the night before the girls are in the mood, the bars have often paid some local models to "get the party started."
For strictly illustrative purposes, here's a photo of a "sweaty" model covered in oil: