The City of Boulder and several local organizations are betting big on the economic potential of hosting the Sundance Film Festival.
A coalition that includes the City of Boulder, Visit Boulder — the destination marketing organization for the city — the Boulder Chamber, and the University of Colorado Boulder offered Sundance $34 million in incentives over 10 years for the festival to relocate from Utah to Boulder, according to figures newly released to Boulder Reporting Lab by Visit Boulder representative Karleen Lewis. She said that figure could change and will not be finalized until festival planning is further underway and contracts are signed.
The city’s part of the incentive package includes $2.1 million per year in waived city fees, permitting reimbursements, logistical support and services related to public safety and parking, among other in-kind contributions. Visit Boulder also committed $250,000 in in-kind marketing and $400,000 in annual cash contributions — slightly more than the festival previously received for advertising in Utah, according to ABC4. CU Boulder and the Boulder Chamber pledged about $300,000 annually in additional in-kind support.
That local offer comes on top of millions more from the state, including a $34 million tax credit, bringing the total support for the move to nearly $70 million.
In March, Sundance announced it would relocate to Boulder beginning in 2027, ending its more than 40-year run in Utah. Representatives for the festival cited Boulder’s arts community, proximity to the Rocky Mountains and its welcoming environment as key reasons.
The size of the incentive package confirms what city leaders have made clear: They expect the two-week festival to bring a major boost to Boulder’s economy. The move comes as Boulder faces tightening finances due to flattening sales and property taxes in the coming years.
In 2024, Sundance generated $132 million in economic activity, including $14 million in tax revenue and $106 million in spending on hotels, dining and shopping, according to the festival’s most recent economic impact report. Lewis called Boulder’s incentive package “an investment in Boulder’s local economy and vibrancy.”
She said the coalition’s offer reflects the city’s long-standing support for major cultural and community events, such as the upcoming BOLDERBoulder.
Boulder will likely need to invest in infrastructure and expand its venue offerings to accommodate the influx of filmmakers, industry professionals and visitors. Venues near downtown under consideration by Sundance include Boulder Theater, CU Boulder’s Macky Auditorium, eTown Hall and Chautauqua Auditorium. In East Boulder, local developer Conscience Bay Company is proposing a new 2,500-seat performing arts and events center near Boulder Junction — a potential future venue that could help meet demand during the festival. Early plans also include a hotel, housing and retail space, with an opening targeted for 2029.
“The Boulder partners are not approaching this opportunity as a call to write a lump-sum check,” Lewis said. Instead, she said it was a meaningful partnership with long-term local benefits, like the build-out of venues and a boost for Boulder hospitality industry during winter months, when Boulder sees fewer visitors.
Clarification, May 22, 2025 3:33 pm:
A previous version of this story stated that Boulder Theater, CU Boulder’s Macky Auditorium, eTown Hall and Chautauqua Auditorium were expected to be among the main venues for the Sundance Film Festival. To clarify, these venues are currently under consideration by Sundance.
Correction, May 22, 2025 3:29 pm:
A previous version of this story referred to Visit Boulder as a marketing agency. Visit Boulder is the official destination marketing organization for the City of Boulder.
So in addition to the millions outlined in this article, there will be infrastructure investments needed as well as the need to build new venues. Should Boulder residents expect to see more fees, taxes and special sales taxes added to our annual payments to the cit6 to pay for these new, unfunded expenses? I sure hope the city council intends to place special fees on the visitors who come in for this festival so the cost doesn’t fall solely on folks who live, work and study here.
And I was the only person to speak at Planning Board last night on a short meeting at which I was 4 minutes late to speak, precisely on this subject. I was not accommodated and will not be making that mistake again. The other 4 boards I follow have a delay before public comment.
Where’s our new SoBo rec center? When will we invest in ourselves?
Speaking of the upcoming BOLDERBoulder, how about the City coming up with a plan to move that “community event” around to different Boulder neighborhoods every five years, or so, to give those of us who live in North Boulder a break from the god-awful noise and mayhem the event creates every Memorial Day morning? Spread the love, and give those of us who have endured this event for many years a break. An occasional quiet Memorial Day doesn’t seem too much to ask. The two years “off” we had during the Covid pandemic were wonderful!
How much of this return will actually support the residents rather than the businesses, mostly hospitality, I.e restaurants, bars, hotels and short term rentals. How many of the short term rentals are owed by non residents of Boulder County?
Are there direct benefits to the permanent residents of Boulder; other than ‘celebrity spotting’?