Sundance Moves Festival Headquarters to The Rink
Local businesses should adjust for new visitor foot traffic patterns as the festival prepares for a January start.
Updated on Oct. 21, 2026 in Remote Work
Live Poll
Should major events use their influence to support local labor unions during disputes?
The Sundance Institute has relocated its festival headquarters from the Hotel Boulderado to The Rink at 1722 14th St. The move aims to consolidate departments ahead of the festival, which begins Jan. 21, 2027.
Why it matters
The Sundance Institute is centralizing operations in a larger space to accommodate growth, while the Hotel Boulderado faces ongoing labor instability. Local businesses should monitor how shifting visitor hubs and potential labor disruptions impact foot traffic during the 10-day event.
The festival generated $132 million in economic activity in 2024, providing a significant benchmark for the 10-day event beginning Jan. 21, 2027. The shift moves operations from the 117-year-old Hotel Boulderado to a larger facility at 1722 14th St.
The players
Sundance Institute
A cultural organization that manages the annual film festival and its associated venue and staff operations.
Hotel Boulderado
A historic 117-year-old hospitality property undergoing transition under new ownership.
AJ Capital
A real estate investment firm that purchased the hotel in 2025 and is rebranding it as part of the Graduate collection.
Unite Here
A labor union currently assisting hotel staff with ongoing contract and workplace negotiations.
Schulte Hospitality
A hotel management company operating the Hotel Boulderado on behalf of AJ Capital.
The details
The Sundance Institute moved to consolidate its departments into a single, larger venue to streamline operations for the upcoming festival. Meanwhile, employees at the Hotel Boulderado are actively picketing to protest layoffs, reduced hours, and increased workloads. The hotel, managed by Schulte Hospitality for owner AJ Capital, is expected to join the Graduate collection following upcoming renovations.
Timeline
March 2025: AJ Capital purchased the Hotel Boulderado.
July 1, 2026: Hotel Boulderado workers began unionization efforts.
October 15, 2026: The Sundance Institute announced the headquarters relocation.
January 21, 2027: The Sundance Film Festival begins in Boulder.
Market Landscape
This consolidation marks a departure from the logistics utilized during the 2024 Sundance Film Festival, which generated $132 million in economic activity. The move aligns with wider industry trends of centralizing remote-ready hubs to manage large-scale visitor influxes.
Operators in the vicinity should anticipate increased congestion near 1722 14th St. and potential service volatility at the Hotel Boulderado. Businesses should verify staffing stability with hospitality vendors to ensure event-period service levels remain consistent.
The takeaway
Large-scale events shift local economic centers, and operators should proactively verify service contracts near labor-volatile sites. Monitor the hotel labor negotiations closely to gauge the risk of service interruptions for your own festival-period business needs.
Further reading
For more on shifts in office space utilization and venue management, visit Remote Work.
Live Poll
Should major events use their influence to support local labor unions during disputes?
