Atlanta makes bid to host Sundance Festival, including $2 million and ‘array’ of support (2024)

ATLANTA — The city of Atlanta has finally acknowledged that it’s in the running to host the annual Sundance Film Festival starting in 2027 and is sweetening its bid with $2 million in support.

“We are honored that Atlanta is being considered as a potential host for the Sundance Film Festival in 2027 and beyond. Atlanta is where the worlds of film, entertainment, economic development, diversity and inclusion meet and grow cohesively, together,” said Mayor Andre Dickens in a news release. “We’re ready to show the Sundance Institute that Atlanta is the place where opportunities are endless, and Sundance can continue to shine.”

The city filed its proposal to the Sundance Film Festival committee, which is considering 15 cities to potentially relocate when its contract with its current home of Park City, Utah, expires in 2027. Athens and Savannah are also in the running.

One of Atlanta’s competitive edges is its established film industry, supported by the state’s long-running, generous and transferable tax credit that has become Georgia’s largest corporate incentive. Over the last five years, the state has doubled its available soundstage space, with developers rushing to open space amid what had been a flood of demand, though production hasn’t rebounded as quickly as hoped since last year’s big Hollywood strikes.

The city, which has handled major events such as the 1996 Olympics and the 2019 Super Bowl, has the hotel room and event venue capacity that can easily accommodate Sundance’s expected crowds.

A news release confirming the bid said the city of Atlanta and its partners pledged $2 million in support, as well as a robust array of concessions and in-kind support to the festival. The news release did not identify what those concessions and in-kind support might entail.

The city worked with the Atlanta Convention and Visitors Bureau and a community of leaders to prepare the city’s response to Sundance’s request for proposals.

Much of the city’s proposal is detailed in a public website, which highlights the city’s transportation network, notably Hartsfield-Jackson International Airport and MARTA; the city’s abundant roster of hotels and short-term rental options; artistic institutions such as the Fox Theatre and the Woodruff Arts Center and Atlanta’s existing film festivals. Atlanta’s newly minted status as a dining destination in the prestigious Michelin Guide is also a selling point.

The website draws attention to the city’s diversity and initiatives within the business community to accelerate racial equity. Details on Atlanta’s climate measures are also included, such as its commitment to cutting emissions by 40% by 2030 and transitioning city-owned and operated buildings to 100% clean energy over the next 11 years.

The proposal also creates a potential core hub for festival organizers, which spans 2.5 miles and encompasses three neighborhoods: Poncey-Highlands, Sweet Auburn and Little Five Points. About a dozen film screens and more than 200 restaurants, bars and event venues are included in the area. Options for hubs stretching across 5-mile and 10-mile distances were also included.

Atlanta’s bid includes two economic impact estimates regarding the festival. In one scenario, looking at baseline visitation of more than 120,000 attendees, the event could attract an average of $238.2 million in net new visitor spending. In an expanded scenario, in which Atlanta provides the space for Sundance to grow to 200,000 attendees, the festival could potentially attract $392.4 million in annual spending.

The economic impact projections were determined by outside consultants, according to the website. The mayor’s press office did not respond to a request for further information on the consulting firm and their methodology by press time.

The city has also revealed the names of its host committee, stocked with city and community leaders, along with familiar industry professionals. The committee includes Metro Atlanta Chamber CEO Katie Kirkpatrick, but also Atlanta-based entertainment figures such as Eric Warren Singer, one of the screenwriters behind "Top Gun: Maverick," and prolific songwriter and record producer Dallas Austin. Three Atlanta-area studios also have representatives on the committee: Trilith Studios, Assembly Atlanta and Mailing Avenue Stageworks.

Atlanta’s Sundance Film Festival host committee

The city of Atlanta identified its host committee for its pitch to win the prestigious Sundance Film Festival. They are: