Sundance Institute Appoints Tracy Brady as Chief Marketing, Brand and Communications Officer

Tracy Brady has been appointed chief marketing, brand and communications officer at the Sundance Institute, the organization said, per Yahoo. Brady will lead marketing and communications strategy across all of the Institute's initiatives and reports to chief executive David Linde. She is based in Boulder, where the first Sundance Film Festival in the city takes place from January 21 to 31, 2027.

Brady's Marketing Role at Sundance

Brady is tasked with unifying the Institute's messaging and public presence during times of change, and with keeping its brand reputation, media relations and digital strategy aligned with a rapidly evolving industry. The festival had previously been based in Utah since inception, for nearly five decades in total, with most of the action taking place in Park City.

Linde said of the hire: "As we transition to our new home in Boulder and embrace the evolving future of independent cinema, we need a trusted voice to bring our community, artists and global audience together."

Brady's professional experience spans publicity, awards and marketing strategy, including roles at Fox Searchlight Pictures, Sony Pictures Entertainment and Turner Broadcasting. She has intersected with the Sundance Film Festival before, as SVP of corporate communications and marketing at Hill Holliday, where she directed sponsorship and experiential marketing strategies for the fest, and earlier as VP at Arnold Entertainment/Arnold Brand Promotions. Most recently she served as SVP of communications and social impact at cannabis company Green Thumb Industries, and before that built and scaled global communications teams at Curaleaf.

Brady said in a statement: "As we move toward the 2027 Sundance Film Festival in Boulder, my focus will be on bringing our entire community together, both inside the Institute and out."

Sundance Institute's Boulder Relocation

According to akta.pro company records, the Sundance Institute is a 501c3 nonprofit founded in 1981 that supports independent filmmakers through year-round labs, fellowships, grants, financing and the Sundance Film Festival, serving a global community of more than 11,000 artists. The same records list a planned move of the festival from Park City, Utah, its 43-year home, to Boulder, Colorado beginning January 21-31, 2027, expanding the venue footprint across central Boulder and the University of Colorado Boulder campus.

Earlier Sundance Institute Leadership Moves

In July 2026, Trista Schroeder was promoted to general counsel and chief operating officer of the Sundance Institute, effective immediately, after serving as general counsel since 2020, Variety reported. In September 2026, the Institute named Jovita Schiffer as its director of Colorado community outreach and government relations ahead of the festival's Boulder debut in January, The Denver Post reported; Schiffer joined from Boulder Valley School District, where she had served as program director since 2012.

Sundance Festival Dates in Boulder

The Institute has announced detailed plans for the 2027 Sundance Film Festival's relocation from Park City, Utah to Boulder, Colorado, scheduled for January 21-31, 2027, with public online screenings January 28-31, The Hollywood Reporter reported.