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 five-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:
Lamar Stewart, Project Manager, City of Atlanta
Odie Donald II, Chief of Staff for Mayor Andre Dickens, City of Atlanta
Candace Stanciel, Chief Equity Officer, City of Atlanta
Chandra Farley, Chief Sustainability Officer, City of Atlanta
Cardellia Hunter, Director of Office of Film & TV, City of Atlanta
Ebony Barley, Director, Special Event, City of Atlanta
Greg Clay, Director, Constituent Services, City of Atlanta
Soloman Caviness, Commissioner of Transportation, City of Atlanta
Rayna Plummer, Deputy Press Secretary, City of Atlanta
Katie Kirkpatrick, President & CEO, Atlanta Metro Chamber
Clyde Higgs, President & CEO, Atlanta Beltline, Inc.
Andrew Wilson, EVP & CMO, Atlanta Convention & Visitors Bureau
Jo Ann Haden-Miller, Senior Director, Atlanta Convention & Visitors Bureau; Board Member, Atlanta Film Society
Hala Moddelmog, President & CEO, Woodruff Arts Center
Kevin Green, President & CEO, Midtown Alliance Community Improvement District
Kenny Blank, Executive & Artistic Director, Atlanta Jewish Film Society
Jermaine Johnson, Manager, 3 Arts Entertainment
Steven Cohen, Partner & Agent, United Talent Agency
Terri Vaughn, Director & Actress, Nina Holiday Productions
Elaine Hendrix, Actress
Eric Warren Singer, Screenwriter
Deborah Riley Draper, Filmmaker
Rob Hardy, Director, Amazing Stories Foundation
Christopher Escobar, Executive Director, Atlanta Film Society; Owner, Plaza & Tara Theatres
Hilton Howell III, President & CEO, Gray Television/Assembly Atlanta
Frank Patterson, President & CEO, Trilith Studios
Brennen Dicker, Executive Director, Center for Media Industries Institute at Georgia State University
Steve Weizenecker, Partner, Barnes & Thornburg
Dallas Austin, Producer, Dallas Austin Foundation
Kennard Garrett, National Trustee, The Recording Academy, Atlanta Chapter
Tyler Edgarton, Managing Partner, Mailing Avenue Stageworks; Co-Owner, GA Prop Source & Scenario Custom Scenery; Board Chair, Atlanta Film Society
