4 Reasons Why Sundance Moved to Boulder…and What Your Project Site Selection Can Learn From It

The Sundance Film Festival announced that, after 40 years in Park City, Utah, the event would be hosted in Boulder, CO, beginning in 2027.  It was a major announcement in the film world, as Sundance has become the largest and arguably most influential independent film festival in the world.

So why change locations now? What does Boulder offer that Park City (and fellow location finalist, Cincinnati, Ohio) doesn’t?

There were at least four important site selection factors that played into Sundance’s decision and these factors don’t just apply to film festivals.  Anyone planning a major development – whether a data center, manufacturing hubs or corporate headquarters – can take a lesson from this case.

1. Tech and Talent

The press release announcing the move to Boulder celebrated the city’s “small-town charm” and “vibrant arts scene.”  Both true…but that “charm” comment belies the fact that organizers were looking for more than just a rustic vibe.  Sundance CEO Amanda Kelso’s shed a little more light: “Boulder is an art town, tech town, mountain town and college town.”

Sure, independent film festivals are about art but they’re also a place where industry innovations are on display.  They’re where executives go to see groundbreaking technology and techniques.  As with any industry, developing those innovations requires talent.  The best way to get the best talent, as Silicon Valley suggests, is to build where it already exists. The University of Colorado Boulder hosts a development program, Venture Partners, which lures high-performing students with a support system for translating research to commercial success.

Tech talent impacts all development projects to differing degrees.  Set up shop near existing talent and you’ll catch more of it.  

2. Future Capacity

COVID had an impact on every industry and every town.  Part of the Park City’s allure for Sundance was its high number of cinemas, an obvious necessity for a film festival.  When the circus left town, many of these venues could sustain themselves until the next “boom” season.  COVID, however, cancelled Sundance and the town’s other revenue streams, such as the ski season (during which the festival occurs). 

Numerous Park City theaters went bankrupt, lowering the festival’s potential capacity.  Boulder has a reasonable number of public performance spaces as well as space available at the university.  Were a COVID-level event to occur, a university is less likely to shut down permanently, reassuring organizers that they can depend on its future capacity.

You should not base development projects on the region’s current capabilities alone.  Current infrastructure might be able to power your data center today but will it be able to power the expansion you plan for a decade down the road?  Can the region’s population continue to sustain the staff at a growing medical campus?

Park City holds sentimental value for Sundance but decision-makers must consider long-term capacity considerations.

3. Logistics

Film industry have long complained about the cost of sending its representatives to Park City.  Surface level context doesn’t explain why Boulder would be any better; flights to Denver and Salt Lake City from Los Angeles cost roughly the same and the commute from those airports to the respective cities are similar.

Sundance’s traditional timing, however, is a budget-killer.  The festival occurs during high ski season so those in town for film are paying a premium for flights, paying a premium for Park City’s relatively sparse lodging and also paying a premium to get from Salt Lake City to the festival; Route 80’s two-lane highway gets crowded and Uber costs rise during winter conditions.

The trip to Boulder, on the other hand, is four lanes (and not actually through mountains).  The city has a population of more than 100,000 (compared to Park City’s 10,000), which translates to more lodging and less competition with regional ski tourists.

Transportation to and from your location obviously plays a major role in choosing your site. You must continue looking forward, however.  Does the city or municipality have a long-term plan to address future infrastructure needs?  Will there be housing or social amenities available for your growing workforce?  Boulder’s offerings were on the rise while Park City’s seemed less sure.  

4. Incentives

Yes, to keep in theme with Sundance founder Robert Redford, sometimes it helps to “follow the money.”

Consider the financial incentives that Colorado offered to attract Sundance.  The Colorado House of Representatives approved legislation for $34 million in tax credits to the festival over a ten-year period.  It’s important to realize, however, that Utah didn’t just roll over.  Officials at almost every level of government created a package that offered more than $11 million in public funds for the 2027 event alone.

And yet Sundance left for Boulder instead. Why?

There is no doubt that economic development incentive packages should be a major factor when selecting a site.  We certainly throw our weight behind negotiating and securing the best opportunities for our clients.  That said, as the first three items on this list indicated, there are many considerations outside of cash alone that may ultimately make a bigger impact on your chances of success.

All these variables may seem overwhelming.  That’s why Vista harnesses vast amounts of data when conducting analysis for clients.  There are many balls in motion with decisions as important as this.  You deserve to see a diverse list of options, with the benefits and risks for each, all backed by solid data.

If you want to discuss data-driven options with a team that’s handled site selection for projects across the United States, reach out and let us know what you’re working on.