At Sundance, it’s a tale of two festivals. There are the films and the parties. And then there is Tao.
A pop-up version of the Hollywood-beloved nightclub has been ruling Sundance after dark for over two decades. While wealthy locals relish in drunken nights at ski resorts and cinephiles cram into Main Street’s dive bars, Tao has given coastal industry players a place to call home after endless days promoting movies.
Leonardo DiCaprio, Tobey Maguire, Paris Hilton, Jon Hamm, Jason Momoa, Ryan Gosling, C-suite agents from WME and CAA and countless others have danced on those tables and thrown up hands for performances by the likes of Jennifer Lopez, 50 Cent and Diplo.
Properly opened in 2005, Tao Sundance welcomes armies of stars, agents, publicists and media each year. As a private event teeming with liquor sponsors, the booze is free and flows through the early morning. Presently held at Park City’s Utah Film Studios, the cavernous space creates a downtown warehouse vibe decked out in après ski accents. The pop-up is microcosm of Sundance itself: At first an under-the-radar jewel box, soon transformed into a mass commercial endeavor populated by great artists and powerful insiders.
“Our premise was to do something really great for the town, for brands, and something to strengthen relationships with key people that support and frequent our places all year round,” said Noah Tepperberg, co-CEO of Tao Hospitality group, reflecting on a 25-year run that will leave Park City this year for good as the festival heads to Colorado.
Tepperberg recalled the first ever Tao Sundance, which kicked off with a party for the band Good Charlotte’s concert film “Fast Future Generation.” Founders Joel and Benji Madden served as opening night DJs.
“The second night was a party for Diego Luna, Gael Garcia Bernal and Pablo Cruz, who were up-and-coming producers at the time. Our final night was a part for Ryan Gosling’s ‘Half Nelson,’ which was a huge film and huge for us,” he said.
As a young reporter covering celebrity and events, Tao was the most important invite to land when I started attending Sundance years ago. It was and still is a mix of high and low culture; a place where the Hungarian cinematographer of a war documentary could pound tequila while Lil Jon sang his banner hit “Shots!”
It’s also been the site of occasional bad behavior. In 2015, actor Emile Hirsch attacked a female executive from Paramount Pictures, an incident that led to charges of aggravated assault and intoxication. He was later sentenced to 15 days of jail time and community service, and has since reflected on the moment as the worst of his life (defined by a pattern of binge drinking).
Over the years, Tao grew in size and sponsorships from corporate brands and production labels. There are a staggering seven partners for this final Park City year, including Casamigos, Evian, Moet Hennessy, Jack Daniels, Hendricks, Red Bull and Q Mixers.
“We’ve been able to create a nightclub in the mountains of Park City, throwing late night parties in parking garages and film studios that people and brands want to be a part of. But our event has always been about delivering the same level of hospitality our guests are accustomed to any of our venues around the world,” said Gabby Fernando, Tao’s vice preident of special projects. “That approach allowed Tao Park City to grow alongside Sundance and continue to be one of the most sought after events of the festival every year, and years to come.”
On Saturday — or “the last dance,” as organizers have been calling it — snug-jeans-wearing pop star Benson Boone set off the party with a backflip and a performance of his song “Beautiful Things.” Patrick Schwarzenegger and Maude Apatow cheered him on, as cast members of “The Real Housewives of Salt Lake City” and “The Secret Lives of Mormon Wives” circulated. Even revelers chugging cocktails and Whispering Angel rosé got sentimental as hundreds streamed out around 3:30 a.m.
But the dance will go on. Tepperberg said he and his team will jet to Colorado next week to scout potential venues for Tao Boulder.
“It’ll be a different experience because Boulder’s a college town with different energy and a different culture,” said Tepperberg. “But somehow, every year, we get the biggest names and our year-round guests to show up.”
See you there.