I just think, why would you uproot a festival with such deep roots here?
Of course, a lot can happen in a few months.
Certainly, with one-time Republican dissenter Utah Gov.
Salt Lake City, left, and Sundance Film Festival signageGetty Images
Then again, few are selling the Salt Lake -centric Utah proposal as hard as Pearce.
The former Sundance Institute Associate Director of Artist Relations and Community Programs from 1998-2010 knows the festival inside out.
DEADLINE:So, how was the Sundance site visit?
Virginia PearceUtah Film Commission
VIRGINIA PEARCE:I mean, it was a bit surreal as an experience I have to say.
PEARCE:You know, Ive been equating this to trying to woo back a long-term lover.
Theres new board members and new staff that hadnt experienced Salt Lake.
Theyve maybe been in Park City for a couple of years and a couple of festivals.
PEARCE:Our whole concept was Main Street to Main Street.
So Main Street, Park City and Main Street Salt Lake.
Its in a car free zone, tons of restaurants and bars, and feels very lively.
PEARCE:Lets just be clear, its a lot about the money.
The cost is, of course, an issue, and we have seen that escalate in Park City.
I think a bit of it is demand.
Park City is a small, exclusive ski town.
Now, yes, its grown.
Sundance has obviously grown too.
I think Salt Lake provides a great opportunity.
And I feel really good about it.
PEARCE:I just think, why would you uproot a festival with such deep roots here?
You know, 67% of their attendees are Utah based.
I would hate for them to have to start over with all of that.
I think weve grown up together.
Theyve created a really amazing audience of very educated, sophisticated film watchers, now all year round.
So, you know, I hope that they can see that thats another value add that we have.
And we do know its been a tough couple of years.
I think not only Covid contributed to that, but as you acknowledge, the film industry is changing.
Festivals all over the world are struggling.
But when it comes to Sundance, I get it.
That being said, you know, were always wanting to have conversations with them about what makes sense.
We want to hear, what are your ideas of growing a festival?
Do you intend to keep it as is?
Do you think youll stay with the virtual part or move to more in person?
Maybe its the festival that has to change, not the location?
PEARCE:I think thats one of the challenges with Sundance is going to face.
PEARCE:A festival in a city does feel different.
Anyone whos been to Toronto knows it was a little harder to create community for that festival.
We talked a lot about that with Sundance when they were here.
To show them how we saw it, thats really why we created the idea of this festival district.
So closed down Main Street in Salt Lake City.
You create a zone that feels very much about the festival.
But we also do have events in Park City.
But, I think you have to have a majority home base on Salt Lake.
Otherwise, if youre trying to split something 50/50, that just doesnt work.
PEARCE:Because one part of the festival is always going to be gravitated to more heavily.
DEADLINE:Im pretty sure everyone wants to lose the pricey hotels and house rentals of Pak City.
So again, its just bigger.
Theres so many more economic options for people, both coming to the festival and working the festival.
DEADLINE:What do you mean?
PEARCE:I mean, based on the studies we did.
DEADLINE:This year?
PEARCE:Yeah, this year, right now.
They could just do it.
We could help them with transportation, running shuttles up and down the canyon right now.
These are all ideas that weve had over the years, and have talked about implementing.
You know, they just never happened.
PEARCE:You know, I asked that question.
PEARCE:I was told, No.
But I have a hard time believing that doesnt have some impact.
They work together all the time.
Governor Cox, you may know him from his Disagree Better campaign.
He is also the head of the National Governors Association and hes a very good man.
Yes, he is Republican, and its tough to be a Republican right now in the country.
I think you have to sway one way to make it remain relevant in your party.
So, that was renewed last year in the legislative session.
You know, we get a lot of calls from filmmakers with them looking at Vancouver vs. Salt Lake.
They ask, talk me through how this could work?
DEADLINE;What do you tell them?
Its very film friendly.
People are still excited to see film crews in their backyard.
Permitting is easy, and locations are variable.
PEARCE:I guess I would just say, obviously were really pushing and hopeful that it does.
But also, and we all acknowledge, Salt Lake, Park City and Utah has grown.
This is not our only major event.
But were a thriving city thats doing a lot of things.
Were hosting Olympics in 10 years.
Its not as if you know this is the only thing that were doing.
