Sundance looks for more exposure

Park City saw an $18 million increase in media exposure as a result of the 2009 Sundance Film Festival, but the Sundance Institute wants even more awareness.

The nonprofit Sundance Institute sent four representatives to a closed-door meeting Wednesday with state legislators to share the festival's accomplishments and increase Utahns' knowledge about its activities. That information includes the festival's economic impact reaching a record-high $92.1 million at this year's 10-day event.

"We wanted to touch base and give a view of what (Sundance Institute) gives to the state," institute associate director Brooks Addicott said.

This isn't the first time the Sundance Film Festival has presented information to a government body. In November 2008, the organization presented economic-impact figures to the Governor's Board of Economic Development, according to Addicott.

On Wednesday, Sarah West, director of Utah community development for the institute, along with two Utah advisory board members and music composer Kurt Bestor, presented a 10-minute presentation to the Democratic Senate caucus and the Republican House caucus.

The presentation highlighted events in which the institute has seen recent success in collaborating with GOED.

West said the state could bolster many opportunities for the institute and felt it was important to discuss in person its recent impact report compiled by the University of Utah's Bureau of Economic and Business Research and show what West called "an untapped opportunity."

The report said that spending by nonresidents attending the 2009 festival increased 9 percent over the amount spent during the 2008 festival, despite the drop in overall attendance, according to the study.

The annual film festival supports nearly 2,000 jobs and generates nearly $4 million in state tax revenue, according to a news release from the institute. The 2009 event attracted more than 40,000 attendees, with 66 percent of those being from out of state. The largest amount of out-of-state attendees were from California, New York and Florida.

Creating dialogue with executives of organizations and providing opportunities for companies to come to Utah for business opportunities "happens to be a natural process," West said.

She said the presentation was "very well received and educated legislators" about how much the festival really brings to Utah.

No talks of increased grants or requests for funding from the Legislature occurred Wednesday, according to West.

However, Addicott said "the offer was certainly on the table, but it wasn't asked."

E-mail: cneugebauer@desnews.com