Sundance Is Coming to Colorado, and Event Space Fills Up Fast
For more than four decades, Sundance meant Park City. That changed this year. The festival announced it's moving to Boulder starting January 21 through 31, 2027, and the ripple effect across Colorado's event and marketing world is already showing up in our inbox.
We're a trade show and exhibit fabrication shop based 1.5 miles from the Colorado Convention Center in Denver, and we've spent 43 years building booths, activations, and pop-up spaces for brands that show up wherever the audience is. Sundance bringing that audience to our backyard is the kind of opportunity we excel at.
If you're an agency working with a brand that wants a presence at Sundance 2027, here's what you're up against: Boulder is a small city about to host a massive festival, and venue space, hotel blocks, and pop-up retail locations will get claimed early. The brands with agencies already in the design and fabrication pipeline are the ones who'll have a booth ready in January instead of a scramble in December.
We build everything in-house. Our shop runs 3D design, engineering and detailing, CNC fabrication, vinyl and flatbed printing, and a full wood and metal shop, all under one roof in Denver. Our CNC machine uses a vacuum-hold system, so nothing gets bolted or marked up in the process. That means when an agency brings us a concept for an activation space near Pearl Street or a pop-up near one of the festival's Boulder venues, we're not waiting on three different vendors to sync schedules. We're building it down the hill.
What a Sundance Presence Can Actually Look Like
A festival like this doesn’t call for one kind of experience. Over ten days in Boulder, brands need different environments for different goals, and each of the builds below is one we’ve designed and produced for festivals, premieres, and live events.
Pop-up retail and brand activation spaces. This is the classic festival play, a storefront or lounge near the action where people can walk in, try something, and walk out remembering the brand. We've built experiential spaces for Coachella, the Super Bowl, and South by Southwest, so we know how to design something that photographs well, holds up under five to ten days of foot traffic, and gets torn down fast when the festival ends.
Hospitality suites and VIP lounges. Agencies representing brands often need a quieter space nearby, somewhere to host press, talent, or clients away from the crowds. These builds lean less on signage and more on finish, furniture, lighting, and small custom details that make a rented venue feel like it belongs to the brand for the week.
Step-and-repeat walls, media backdrops, and photo moments. Every festival generates a flood of photos and social content, and a well-built backdrop is often the cheapest, highest-visibility piece a brand can commission. We fabricate these in-house with the same CNC and printing equipment we use for full booths, so turnaround is fast.
Wayfinding and venue branding. If a brand has any kind of official presence, from signage at a screening venue to directional graphics pointing people to an activation a few blocks away, that's a smaller but still visible piece of the puzzle, and one we can bundle in alongside a larger build.
Rental packages built for a short run. Not every brand needs to own a booth after Sundance week ends. Our rental inventory lets an agency get the polish of a custom build without paying for something that sits in storage the other 355 days of the year.
Whichever direction a brand goes, being local changes the math. Trucking and setup costs stay lower than flying in a fabricator from out of state, and a five-day festival footprint doesn't need to carry the overhead of a national vendor. That matters when a client's Sundance budget already has a dozen other line items on it.
Sundance is a Colorado story now, and we're a Colorado company that's spent four decades building things for exactly this kind of moment. If your agency is starting to sketch out what a Sundance presence looks like for a client, we'd like to be part of that conversation early, before the venue map fills in and the good spots are gone.