Boulder hotel scene grows in preparation for Sundance surge
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Illustration: Sarah Grillo/Axios
Boulder's hotel inventory has gotten an overhaul in recent years, with two new accommodations on University Hill and a third property torn down.
Why it matters: With the Sundance Film Festival on the horizon, the city's capacity to host out-of-towners will be put to the test.
The latest: Boulder City Council last Thursday gave initial approval for a "festival lodging" ordinance that would ease the burden for homeowners to rent their properties during major local events.
Between the lines: This year's Sundance Film Festival in Park City, Utah, drew 85,000 attendees. A report from City Council estimates a third of total headcount will be coming in from out of state in 2027.
By the numbers: Boulder only has about 3,000 hotel rooms in city limits. An additional 74,000 rooms exist within a 40-mile radius, but encouraging visitors to stay close "is of interest to the city" to reduce the event's climate impact, according to a City Council agenda packet.
Zoom in: Managers at Boulder hotels tell Axios they are looking forward to the tourism surge the winter film festival is expected to bring.
- "It comes at a crucial time in the off-season when a city-wide event is needed to bolster travel and tourism," says Mia Opalka, director of sales at Hotel Boulderado.
State of play: This summer, two new hotels opened on University Hill near the University of Colorado campus: Limelight Boulder and Moxy Boulder.
- Hotel Boulderado, the city's oldest remaining hotel, was sold to the Nashville-based group that runs the Graduate by Hilton chain.
- Last year, Millennium Harvest House on 28th Street closed and was demolished to make way for a student housing development.
- Meanwhile the Boulder Broker Inn's reputation has diminished over the past decade due to nearby drug activity. The property could be leveled as part of a proposed Williams Village project.
What they're saying: "I think the changes tell an overall story of Boulder," says Aaron Coburn, general manager of the St. Julien Hotel in downtown Boulder. "We're welcoming more visitors than ever, and those visitors' needs and desires are shifting, so it's exciting to watch Boulder shift, too."
Behind the scenes: While more hotels mean more choice and competition for visitors, Opalka says the city's hoteliers are "a tight-knit community," and more space has the potential to bring more events and more tourism.
- "It's certainly a 'rising tides float all boats' scenario," Limelight general manager Joe Steiskal tells us. "Boulder benefits from a strong, diverse hotel scene. Different properties appeal to different types of travelers, and having that variety ultimately helps attract more visitors to Boulder."
What's next: Boulder will show off its hosting chops this week with the return of Techstars' Foundercon.
- "We're predicting that the overall direction of Boulder's hotel scene is positive, and we're thrilled to be part of it," Steiskal says.
Editor's note: This story has been corrected to reflect that the Boulderado was sold to a group based in Nashville (not Chicago).