UNITE HERE - Will You Cross a Picket Line? Hotel Boulderado Workers Warn Sundance is Not Disclosing Labor Dispute at Festival HQ as Ticket Sales Open

Workers at festival headquarters have asked Sundance to support them; instead, the industry and public may not be informed about possible pickets and other actions if the labor dispute continues

Boulderado workers are squeezed by rapidly rising cost of living and understaffing; workers are fighting to have a voice on these issues as the heavily unionized film industry descends on their city

BOULDER, Colo.--(BUSINESS WIRE)--Before tickets go on sale October 15 for the first Sundance Film Festival in Colorado, hotel workers are warning about the active labor dispute at the festival’s headquarters – one they fear festivalgoers are not being told about.

Since demanding a fair process to decide on a union in July, front desk staff, housekeepers, and food service staff have held pickets advertising the hotel’s non-union status, and they have marched down Pearl Street. Actions may continue as long as the labor dispute is ongoing. Workers have asked Sundance Film Festival to support them and use its influence to urge management to resolve the labor dispute before the festival begins. Currently the Sundance Film Festival website makes no mention of the ongoing labor dispute, potential disruptions, or contingency plans if festivalgoers are confronted with a picket line.

“We don’t want anyone to show up and be surprised. We believe people coming to Sundance want to do the right thing. Will Sundance cross our picket line?” said Ray Guadalupe, Houseman, Hotel Boulderado.

The Hotel Boulderado, an iconic community landmark since 1906, will be the Sundance Film Festival headquarters from January 21–31, 2027. This is the first time the festival has been held outside Park City, Utah in more than forty years. Boulder gave the Sundance Film Festival $34 million in incentives to relocate to the city, and Colorado Governor Jared Polis signed a law giving up to $34 million more in tax credits. Cris Jones, the director of strategic partnerships for Boulder, said the city has “healthy nerves” about the film festival’s relocation.

Workers at the Boulderado have been squeezed by both the rapidly rising cost of living and understaffing since the hotel was bought by Nashville-based private equity group AJ Capital Partners in 2024. As workers fight to have a voice on these issues, they are asking Sundance – an institution synonymous with its late founder, life-long political activist Robert Redford – not to cross a picket line.

“Sundance picked Boulder. We love our town and want all these new visitors to love it, too,” said Birdie Smart, Front Desk Supervisor, Hotel Boulderado. “Workers like us are usually overlooked, but we’re an important part of making sure an event like the Sundance Film Festival is a success. We take pride in that. But that success can’t come at the expense of the people who made Boulder before Sundance got here and will keep it going after the festival ends.”

The Hotel Boulderado is managed by Schulte Hospitality Group and is due to become a Graduate by Hilton Hotel. AJC Partners, Hilton, and Graduate Hotels have yet to respond to the workers’ demand for a fair process to organize without management interference; management instead brought anti-union consultants who have been inside the hotel on-and-off for more than three months.