Gov. Cox on Sundance uncertainty: “We’ll Be Fine” despite $132M economic impact

SALT LAKE CITY — At his monthly news conference on Thursday, Utah Gov. Spencer Cox defended a controversial bill awaiting his signature that would ban pride flags in public buildings, despite reports that the legislation could push the Sundance Film Festival to leave the state.

“We’re still going through the review process,” Cox said Thursday when asked about his plans for House Bill 77, which has passed the legislature with what he described as a “veto-proof majority.”

The governor expressed skepticism about claims linking the bill to Sundance’s potential departure, noting that festival board members had previously told him “political issues have nothing to do with their decision.”

“I saw the same article that you did, that wasn’t sourced. It was apparently one board member. I can’t speak for that board member,” Cox said, referring to recent media reports by the Associated Press suggesting the legislation could be the final factor in Sundance’s relocation decision.

Cox strongly emphasized his desire for the festival to remain in Utah, comparing the situation to when Outdoor Retailer temporarily left the state.

“We don’t want you to go. We want you to stay here,” Cox said, directing his comments to Sundance organizers. “I was glad when the outdoor industry decided to come back to Utah after they had made a decision to leave our state and to go to Colorado.”

The governor suggested that those concerned about LGBTQ+ issues should maintain a presence in Utah rather than relocate.

“If that person really does care about making a difference on these issues, then I don’t know why leaving makes that better,” Cox said. “It would seem like you would want a seat at the table where you can have these types of discussions, not running to the place where everybody’s just like you.”

Sundance is currently evaluating whether to remain in Park City after its contract expires in 2026, with Boulder, Colorado, and Cincinnati, Ohio as potential alternative locations. A decision is expected by the end of April.

Despite acknowledging that Sundance’s departure “would be an economic hit to the state,” Cox remained confident about Utah’s resilience.

“We’ll be fine. We can figure that out very quickly,” he said. “Same thing happened with Outdoor rec. I was told it would destroy the economy if they left. It wasn’t even a blip. We didn’t miss it for a minute, and we were excited when it came back.”

While the state may “be fine,” Park City’s economy would bear the brunt of the impact. Mayor Nann Worel emphasized the city’s commitment to keeping the festival. “For the past year, we have put our heart and soul into finding a way to keep Sundance in Utah,” she said. “I am proud of the work our team in Park City has put in, and I’m thankful to the Utah Bid Committee for their commitment and creativity. The Sundance Film Festival should stay home, right here where we’ve created such magic together.”

A KUER article about the Gov.’s Jan. 16 monthly news conference stated that even though Cox thinks Utah can weather a Sundance departure, “that doesn’t mean we shouldn’t do everything we can to keep it here,” the governor said. In 2024, the festival said it generated an estimated economic impact of $132 million in two weeks.

The festival, founded by Robert Redford in 1978, contributed nearly $14 million in state and local tax revenue in 2024.

Utah lawmakers recently earmarked $3.5 million in the state’s proposed 2026 budget to support Sundance as part of broader efforts to keep the festival in Utah.