Store ready and raring for festival guests |

Store ready and raring for festival guests

Gina Barker, The Park Record

With New Year’s Eve just days away and the Sundance Film Festival fast on its heels, the now-open Sundance Store is hoping that business will start to boom. The store opened earlier this month, featuring the favorite products from last year alongside recycled festival goods and brand new lines with the "Look Again" theme.

"For people who love the Sundance Film Festival, visiting our store is a great way to get excited," said manager of festival merchandise, Jenny Jacobi.

Jacobi is diving head first into her first Sundance, and while she has the experience of a number of other festivals from around the country under her belt, she said nothing has compared to the scale of the one here in Park City.

"There’s all this work that goes into building this huge thing, then it all comes down as soon as it’s over," Jacobi said.

The store is a small but long-standing part of that. Rented for less than two months of the year, the Sundance Store helps pay for next year’s film festival. Locals may not even realize the store is up and running until the graphics are on the store windows, Jacobi said.

"The store is immensely supportive of the nonprofit aspect of the festival," she said. "Our goal is to connect filmmakers with audiences, and in its own way the products in our store preserve that memory as well as get our message out there."

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And that’s been the point of the store for years. In some form, merchandise has been around for as long as the festival itself, and while there is more offered to those at the festival, the idea of taking home a piece of Sundance has always been around, Jacobi said.

The tote bags that sold out before the festival began last year are back again with this year’s "Look Again" theme. Necklaces, winter hat, thermals and even children’s t-shirts are all telling visitors that the 2012 festival is on its way. There’s something there for every budget.

"Our merchandise is practical, but with flair," she said. "These items are not extravagant, not something you’ll buy and never do anything with."

Instead, the items are more for the everyday. Perhaps it’s the new line of 2012 products, or maybe it’s a recycled something from past years. Sundance fans can pick up a messenger bag made out of a 2011 Sundance Film Festival banner. Or a notebook or keychain made out of old programs.

"There’s an attention to detail with this festival like I’ve never experienced," Jacobi said. "Everyone pays attention to everything."

And all that work comes back to this year’s theme.

The theme "Look Again" is an invitation to audiences to have their perspectives altered and their points of view adjusted by the stories on the screen, Jacobi said. That theme crops up in little ways in the merchandise at the store she added. Maybe it looks like a plain black bag, but in the right light the words "Look Again" appear as a hologram in the fabrics.

For more information on official Sundance Film Festival merchandise visit or call 435-658-3456.

Store hours and locations:

Gateway Mall #108

136 Heber Avenue

Dec 26 – 30: 11 a.m. to 5 p.m.

Jan 2 – 6: 11 a.m. to 5 p.m.

Jan 7 – 8: 8 a.m. to 7 p.m.

Jan 9 – 13: 11 a.m. to 5 p.m.

Jan 14 – 18: 10 a.m. to 6 p.m.

Jan 19 – 28: 8 a.m. to 7 p.m.

Jan 29: 8 a.m. to Noon


Park City Marriott

1895 Sidewinder

Jan 16 – 22: 9 a.m. to 7 p.m.

Jan 23 – 29: 9 a.m. to 6 p.m.

Rich Haines Gallery

625 Main Street

Jan 18 – 29: 10 a.m. to 8 p.m.

Eccles Center

1750 Kearns Boulevard

Jan 19: 4:30 to 9:30 p.m.

Jan 20 – 28: 10:30 a.m. to 9:30 p.m.

Jan 29: 11 a.m. to 6 p.m.

Jan 30: 5 to 9 p.m.