EMBARGOED UNTIL 12 AM For more information contact: April 12, 2006 Irene Cho, 801.328.3456 [email protected]
SUNDANCE FILM FESTIVAL GENERATES $61.5 MILLION IN ECONOMIC ACTIVITY IN UTAH
PREMIER CULTURAL EVENT ATTRACTS THOUSANDS OF ATTENDEES FROM ALL OVER THE WORLD WHILE SERVING LOCAL AUDIENCES
Salt Lake City, UT – The 2006 Sundance Film Festival generated $61.5 million in economic activity for the State of Utah, a 44% increase from 2005, according to an economic and demographic study conducted by the University of Utah’s Bureau of Economic and Business Research at the David Eccles School of Business. In addition to economic activity directly generated by Festival participants, the annual event showcases Utah on a global platform attracting almost 53,000 visitors–a 13% increase from 2005. The Sundance Film Festival is the premier U.S. film festival presenting the best independent films from American and international filmmakers. The Festival is the core program of Sundance Institute, a non-profit organization committed to the discovery and development of independent artists and audiences.
"There is no question Sundance is a premier event for our state and showcases us to an international audience. We are proud of its economic and cultural contribution to the state of Utah. We are delighted with the visitors who come not only for the film festival, but who say they will be back," said Utah Governor Jon M. Huntsman, Jr.
“We are pleased that the 11-day Festival continues to be a major economic and cultural contributor to the state of Utah,” said Jill Miller, Managing Director, Sundance Institute. “This year’s growth in attendance shows that more people than ever before are interested in experiencing the work of the new and emerging artists that is showcased at the Festival. While in Utah, Festival audiences have the unique opportunity to see both World and U.S. Premiere films. We are excited that through the Festival, Utah has become a major destination for film lovers, artists and media from around the country, and around the world.”
Since its inception in 1985, the Sundance Film Festival has continued to evolve, this year attracting almost 53,000 attendees. Over the years, Sundance Institute has enjoyed consistent growth and has expanded infrastructure to support the increasing popularity of the Festival. “Every year we work on improving the Festival experience. Our past enhancements range from increasing the efficiency and capacity of the shuttle system, which provided over 345,000 rides this year, to providing larger and more accessible screening venues, to continually developing the Festival’s pass and ticketing systems to meet the needs of our patrons,” explained Miller.
FACTS AND FIGURES
Recognized as one of the top five film festivals in the world, the Sundance Film Festival has emerged as a focal point for the film industry and film enthusiasts from around the globe, while still maintaining a high-level of support from the local community.
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Economic Activity* in Utah for the 2006 Sundance Film Festival • Festival attendees spent $28.5 million on accommodations • Festival attendees spent $14.1 million on food and dining • Festival attendees spent $6.5 million on transportation • Festival attendees spent $12.4 million on discretionary items • Total Economic Activity for the 2006 Sundance Film Festival $61.5 million
*These figures do not include spending on airfare, film tickets, events hosted by private companies, or spending by Sundance Institute.
The Festival is one of Utah's largest and most visible events, with over 70% of festivalgoers from out- of-state. Nearly half of attendees visited Utah and the Festival for the first time, while the average festivalgoer also attended 9 films during the 11-day event.
The economic impact of the Festival on the State of Utah has more than tripled in the last ten years – from $17.4 million in 1997 to $61.5 million today. During this same time frame attendance has tripled from 17,240 in 1997 to 52,850 in 2006. The Festival’s success and growth have helped to place Utah squarely in the global spotlight, elevating Utah to the world stage, and adding to the arts and culture of the state. The Festival attracts over 1200 journalists from all over the world, who generate thousands of stories about the Festival. These stories reach an estimated audience of 850 million, positioning Utah as a premiere destination for tourists.
The Utah Office of Tourism and the Utah Film Commission have greatly appreciated our partnership with the Sundance Institute. The Festival not only showcases the beautiful state of Utah and the talent in our state,” said Leigh von der Esch, Managing Director, Utah Office of Tourism.
The Festival’s Impact on Tourism and Attendance Figures • 2006 Sundance Film Festival Total attendance – 52, 850 • 2006 Sundance Film Festival Out of State attendance – 37,470 • 45% of festivalgoers attended the Festival for the first time • 65% of attendees said they would return to Utah/Park City for other reasons • 93% of Festival goers plan to return for future festivals • Over 32% of Out of State attendees skied an average of 2.5 days • The average out-of-state visitor attending the Festival spent $303.57 per day on lodging, meals, transportation, and discretionary spending
“The University of Utah’s Bureau of Economic and Business Research recently analyzed survey data collected during the Sundance Film Festival for the third consecutive year. The analysis demonstrates that the Festival continues to contribute in a significant amount of economic activity to the Wasatch Front,” said Alan Isaacson, Research Analyst, Bureau of Economic and Business Research, David Eccles School of Business, University of Utah. “For the 2006 survey, the methodology for determining lodging expenses was altered after analysis of past years’ data indicated that past methodology was not completely capturing spending on accommodations. The new methodology yields a more accurate picture of Festival attendees spending on lodging and the economic activity generated by the Film Festival. Due to these changes in methodology, care should be taken in comparing results obtained for the 2006 Film Festival to past years.”
Sundance Film Festival EMBARGOED UNTIL 12:00am, 4/12/06 - SUNDANCE FILM FESTIVAL GENERATES $61.5 MILLION IN ECONOMIC ACTIVITY IN UTAH 04/12/06 page 3 of 3
The Sundance Film Festival is the premier showcase for American and international independent film. Held each January in and around Park City, Utah, the Festival is a core program of Sundance Institute, a nonprofit cultural organization founded by Robert Redford in 1981. Presenting 120 dramatic and documentary feature-length films in nine distinct categories, and 80 short films each year, the Sundance Film Festival has introduced American audiences to some of the most innovative films of the past two decades, including sex, lies, and videotape, Clerks, Smoke Signals, In the Bedroom, American Splendor, Napoleon Dynamite, Born into Brothels, and Me and You and Everyone We Know. Beyond the streets of Park City, the official Website of the Sundance Film Festival, www.sundance.org, shares the Festival experience with a global audience through the streaming of short films and filmmaker interviews, combined with current news and box office information.
Methodology The survey was developed by Sundance Institute in conjunction with the University of Utah’s Bureau of Economic and Business Research. The University of Utah’s Bureau of Economic and Business Research (BEBR) was commissioned to assess both the economic activity and cultural impact of the 2006 Sundance Film Festival on the state of Utah. Surveys were completed between January 19-29, 2006, by Festivalgoers in Park City, Salt Lake City, Ogden, and at Sundance, and were distributed in a variety of locations. The survey included specific questions regarding each respondent’s spending in the areas of lodging, transportation and travel, food and beverage, and discretionary spending. General questions about the Festival and Utah were also included in the survey. Following the Festival, data was tallied and analyzed by the BEBR.
University of Utah Bureau of Economic and Business Research Established in 1932, the Bureau of Economic and Business Research (BEBR) is an applied research center in the David Eccles School of Business at the University of Utah. BEBR’s mission is to conduct and support research related to the structure of the Utah economy, its resources, and its potential for expansion. BEBR also analyzes the economic and demographic impacts of the economic events and policy initiatives on local and regional economies, provides advice on economic issues, and conducts regional economic analysis. As an applied center, BEBR interacts with both private and public entities, conducting independent studies and engaging in sponsored research. Since its inception, BEBR has been a primary source of information on the Utah economy. BEBR’s professional staff gathers and analyzes data specific to both Utah and the Rocky Mountain Region to identify those factors which influence the state’s economic growth. Areas of specialization include (1) economic development, (2) tourism, (3) construction, (4) demographic analysis, and (5) economic impact analysis.
Sundance Institute Dedicated year-round to the development of artists of independent vision and to the exhibition of their new work, Sundance Institute celebrates its 25th anniversary in 2006. Since its inception, the Institute has grown into an internationally recognized resource for thousands of independent artists through its Sundance Film Festival and artistic development programs which provide a range of concentrated creative and financial support for fiction and nonfiction filmmakers, screenwriters, documentary film editors, composers, playwrights and theatre artists. The original values of independence, creative diversity, and discovery continue to define and guide the work of Sundance Institute, both with artists in the U.S. and, increasingly, with artists from other regions of the world.
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