Heat oven to 350°F. Line 13x9-inch pan with foil, leaving 1 inch of foil overhanging at 2 opposite sides of pan; spray foil with cooking spray. In medium bowl, mix crust ingredients. Press in bottom of pan. Bake 12 minutes. Reduce oven temperature to 325°F.
In large bowl, beat cream cheese, granulated sugar, flour and vanilla with electric mixer on medium speed until blended. Beat in pumpkin pie mix and whipping cream. Beat in eggs, one at a time. Pour filling over partially baked crust.
Spoon pumpkin butter into small resealable food-storage plastic bag; seal bag. Cut off tiny corner of bag. Squeeze bag to pipe pumpkin butter onto filling; swirl with knife to form a marble pattern.
Bake 45 to 50 minutes or until center is set. Turn oven off; open oven door at least 4 inches. Let bars remain in oven 30 minutes. Cool in pan on cooling rack 30 minutes. Refrigerate at least 8 hours or overnight. Use foil to lift from pan. Cut into 8 rows by 4 rows.