Lounging Around at Sundance
Power and Industry visionary Danny Thompson says that this year is going to be a big one for the Lounge.
“The Sundance Institute actually called us this year, “ says Thompson. “Anyone who has been with a festival or a lounge is always kind of paranoid when they get a phone from the actual people putting on the festival, because your first thought is ‘what did I do?’ But they were super cordial.”
The Indie Lounge, as it is more commonly known, has a track record of being one of the most successful lounges at the festival. “We’re very popular with celebrities, and the institute knows that. ” Thompson says with a smile.
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[/one_fourth][three_fourth_last]One of the reasons for the popularity is Gift Suites. Considered to be one of the most effective methods of launching a whole new brand or perhaps a new product, Gift Suites get products into the hands of celebrities and other powerful people.
Thompson explains that gifting is a major focus at the Indie Lounge this year: just some of the gifts include a week’s stay at an Island Villa, luxury luggage from Olympia, and even a private jet company is participating in giveaways.
Thompson explains that companies gain a lot through gifting because of what he calls “implied endorsement.” Once a celebrity comes into the gifting suite, photographers have carte blanche to take photos of the celebrities with products.
“People assume that it’s an implied endorsement, that the celebrity uses it whether they do or not” Thompson explains. “It’s a great opportunity for a vendor.”
In addition to the gift element, entertainment is a major part of the Lounge, and one of this year’s big attractions is “An Evening With Donny Most.” Best remembered as Ralph Malph on “Happy Days,” Most was a jazz musician before he became an actor, and he performs a jazz tribute to singers such as Frank Sinatra and Bobby Darin and Dean Martin.
“The guy is spectacular,” Thompson says. “He’ll go out into the crowd and have someone sing a lyric to Frank Sinatra and pick on whatever lyric they’re saying and continue the performance that way. It’s really a cool, interactive show.”
Plans for next year are already underway, and Thompson hopes the Lounge will become an approved Sundance venue and part of the Institute itself, and to move into a larger venue. One thing is certain: big things are in store for this beloved festival mainstay.
