The Victory is in the Preparation

Originally published by The Daily Camera, May 3, 2026. 

When relating Robert Redford’s historic ties to Boulder, and the consequential symmetry of moving his iconic Sundance Film Festival to our community, the story inevitably centers on Redford’s relationship with The Sink — one of Boulder’s most iconic and historic restaurants. Before his rise to Hollywood fame, Redford was a janitor at The Sink and spent a great deal of time washing dishes and cleaning up the place.

Inspired by this story, I find it fitting to incorporate a piece of Mr. Redford’s performance catalog in this month’s Boulder Chamber View.

One of my favorite Redford films is the 2001 action thriller, “Spy Game.” Redford’s character, Nathan Muir, mentors an up-and-coming asset, played by Brad Pitt, in the ways of the agency. Somewhere along the way, Pitt’s character goes rogue and needs Redford to bail him out. Redford begins to think two and three steps ahead of the team tasked with disavowing his protégée. When asked why he was taking precautionary measures, Redford replies, “When did Noah build the ark?” He then answers his own question: “Before the rain. Before the rain.”

It’s a line about forethought — about doing the hard, often invisible work long before the moment demands it. It parallels the mission of the Boulder Chamber and its many partners as they prepare local businesses and surrounding communities for one of the world’s most recognized cultural events.

This preparatory work for the Sundance Film Festival is ambitious and deeply collaborative. At its core is a growing database of businesses eager to participate in festival activations — The Sundance Film Festival Partner Hub. The Hub isn’t just a list of businesses signing up for a newsletter. It’s a curated resource designed to organize what Boulder and neighboring communities can offer to prospective film festival participants. From storefronts on Pearl Street, to restaurants, galleries, and outdoor venues across Boulder County, businesses have stepped up to express interest in hosting sponsor reception venues, celebration parties, meeting space and other activations of all types.

What makes this effort valuable is the level of detail the Partner Hub collects. Participating businesses are providing comprehensive information about their spaces — square footage, layout flexibility, technical capabilities, accessibility and features that make them unique. They’re also sharing what types of events they’re best equipped to support. Amenities such as catering, lighting and A/V setups, parking access and proximity to key festival locations are all being cataloged to ensure that event and program organizers can quickly and effectively find the right fit.

Of course, at its core, the Sundance Film Festival is about screening films, but it’s about much more. It’s about creating an ecosystem of experiences that celebrate independent filmmakers and for conducting business associated with the film industry. In that way, the Film Festival is an entire ecosystem of activity. And to make that ecosystem successful, preparation must go beyond the events and programs of an individual business to include regionwide coordination.

Toward this end, the Boulder Chamber is actively working alongside the city of Boulder, Visit Boulder, the Downtown Boulder Partnership and the Sundance Institute staff to ensure that properties in Boulder are ready for activation. This includes evaluating what permitting or regulatory considerations may come into play. Whether it’s temporary signage, liquor licenses, street performances, or extended operating hours, the goal is to anticipate needs early and streamline processes whenever possible. Fleshing out this process will reduce friction for future festivals and help communicate policy with businesses.

As sponsors, studios, media outlets and unaffiliated brands look to establish a presence in Boulder during the Film Festival, the Partner Hub will also serve as a matchmaking tool, aligning the specific needs of these participating film industry partners with the capabilities of local establishments and service providers. In a festival environment where timing is everything and demand runs high, this kind of coordination can make the difference between a missed opportunity and meaningful engagement. Opportunity and engagement, in this case, being a valuable business deal for a local property owner, restaurant, retail store or event venue.

Importantly, these efforts are not exclusive to Boulder. Recognizing that the Sundance Film Festival will place demands on lodging, transportation and event space beyond city limits, the Boulder Chamber and its partners are actively supporting surrounding communities in their preparations. Regional collaboration is already underway, with plans for future meetings aimed at integrating neighboring municipalities into film festival activities that will certainly spread beyond Boulder, just as film festival visitors will find lodging across the region. This preparatory work ensures that the economic benefits of the festival are shared and that the visitor experience is cohesive.

Of course, also behind the scenes, preparations for the Sundance Film Festival are ongoing in areas as diverse as local and regional mobility and theater investments to public safety and, with appreciation for the City Council’s recent passage of short-term rental licensing guidelines, lodging. Together, these efforts reflect a community that understands the scale of what’s coming and is choosing to prepare accordingly. Like Nathan Muir’s ark, the infrastructure being built now to accommodate the Sundance Film Festival may not yet be visible to the average observer. But it is purposeful, strategic and rooted in a clear vision of success.

I encourage local businesses to take advantage of this opportunity and visit the Sundance Film Festival Partner Hub. It’s the first step toward connecting your organization with this iconic event. In January, our businesses will be informed and equipped, film festival partners aligned and our community poised to celebrate with a global audience.