Boulder offered $34M to bring Sundance Film Festival — with hopes of big economic return

The City of Boulder and several local organizations are heavily investing in the economic potential of hosting the Sundance Film Festival.

A coalition comprising the City of Boulder, Visit Boulder — a city-funded marketing agency — the Boulder Chamber, and the University of Colorado Boulder has offered Sundance $34 million in incentives over 10 years to move the festival from Utah to Boulder, as per figures recently disclosed to Boulder Reporting Lab by Visit Boulder representative Karleen Lewis. She noted that this figure might change and will not be finalized until festival planning progresses and contracts are signed.

The city’s contribution to the incentive package includes $2.1 million annually in waived city fees, permitting reimbursements, logistical support, and services related to public safety and parking, among other in-kind contributions. Visit Boulder also pledged $250,000 in in-kind marketing and $400,000 in annual cash contributions — slightly exceeding what the festival previously received for advertising in Utah, according to ABC4. CU Boulder and the Boulder Chamber committed about $300,000 annually in additional in-kind support.

This local offer is supplemented by additional millions from the state, including a $34 million tax credit, raising the total support for the relocation to over $70 million.

In March, Sundance announced it would move to Boulder starting in 2027, concluding its more than 40-year tenure in Utah. Festival representatives mentioned Boulder’s arts community, proximity to the Rocky Mountains, and its welcoming atmosphere as key factors for the decision. 

The size of the incentive package underscores what city leaders have emphasized: They anticipate the two-week festival to significantly boost Boulder’s economy. This move comes as Boulder faces tightening finances due to stagnating 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 described Boulder’s incentive package as “an investment in Boulder’s local economy and vibrancy.”

She stated that the coalition’s offer reflects the city’s longstanding 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. Main venues near downtown are expected to 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 described it as a meaningful partnership with long-term local benefits, such as venue development and a boost for Boulder’s hospitality industry during winter months, when the city typically sees fewer visitors.