The theme song for Sundance could possibly be the one on the radio from Echo Smith- the chorus goes “I wish that I could be like the cool kids; cuz all the cool kids they seem to get in.” Oh, how true it is – many times a day- during the Sundance Film Festival.

We all wish we could be like the cool kids weaving in and out of the special sponsor lounges and suites peppering Main Street carrying paper bags filled with odd gadgets and beanies.

One of the cool kids

Bloggers are apparently the cool kids this year at Sundance. The hottest YouTube and Vine sensations are getting in on the networking here. I’m told that kids nowadays could care less about TV and film actors. They’re all about those three-minute wonders dishing on fashion, style, food or just themselves. (I couldn’t name a single one but I’m not under 13).

Companies staking tables inside Sundance lounges are responding like dogs to salami when you mention you blog. I tested it myself at the Talent Resources Suites inside the Blue Iguana Cafe. The reaction between saying “I’m a writer” versus “I’m a blogger” was mindboggling. The gal from Moose Knuckles outerwear couldn’t stop shaking my hand. I got all warm and fuzzy. I’d love to try out one of their coats.

We’ve already talked about the parties and the VIP party list, now let’s talk schmoozing. The gifting machine has changed quite a bit this year as advertising agencies try to figure out Park City’s latest batch of rules surrounding the operation of businesses as ‘pop ups’. A company (usually a branding agency) swoops in and rents a retail space on Main. Then they invite retail companies like Motorola or Sorel or Ex Officio to take a corner for meet and greets, gifting and photo opps.

Breaking Bad’s RJ Mitte chatting up Westrock Coffee

Every year at Sundance, licensing for sponsors and sponsor booths gets more complicated and this year is no exception. “For some reason no matter how buttoned up or how experienced we are there is nothing easy about it,” said Talent Resources CEO Mike Heller about his company’s TR Suites. “The festival doesn’t love the pop up gifting suites so they make it extra hard to execute.” Heller says they work closely with the town to make sure they follow complete protocol. “Each year new rules and regulations are created that we have to make sure we update and adhere to.” TRS has been hosting brands for seven years.

The basic gist of the latest rule change is that every single business within a rented space that wants to gift has to get its own business license. The parent company who runs the space can purchase an umbrella license and save the other companies the hassle but there’s a deadline and there are stipulations. Then if you want to serve alcohol or food or be open late at night you’ve got even more rules to contend with. So it’s no surprise that there was less gifting and more massaging. “Gifting’s out. The trend is about creating a unique experience,” said Kate Elfatah. She started as a designer of the cutest kids dresses and she was hooked after her first experience showcasing at Sundance. Three years later, she’s running her own

Bang & Olufsen Lounge where film guests, VIPs and media can come for the pampering. There are massages, hair stylists, makeup artists, even eyelash extension appointments.

BeforeAfter

The space is also used for panel discussions and private parties. She did bring in clients for a tiny bit of exclusive gifting, however, and I doubt anyone’s complaining (or not taking).

Jaybird is featuring their new Reign fitness bracelet and app and the wonderful Urban Decay make-up gal reminded me why I love their Naked Foundation.

The Eddie Bauer Adventure House basically offered a place for a drink, cup of coffee with Califia Almond Milk, chat with an athlete and a chairlift photo while you’re sprinkled with fake snow made of bubbles. At night they had parties.

At Lipton Lounge you taste their new canned lemonade, you jump into a box of plastic balls, get a massage and have your nails done.

[youtube http://www.youtube.com/watch?v=HKNgv10F28E&w=560&h=315]

The EcoLuxe Lounge had a mixture of both experience and gifting. Plus, hosting at Cisero’s, they had the best food! I’d take pizza and spaghetti over a jar of lotion any day. They offered seated chair massages, open bar, makeup applications (with a gift of J. Andre natural cosmetic sponges)

and you could slide your feet into a cozy pair of Pakems you customize yourself while you lounged.

The TR Suites offered the more original gifting experience and celebs like Walking Dead’s Laurie Holden and Jane The Virgin’s Gina Rodriguez were clamoring for the swag.

Gifting is still the ideal way to get your products in the hands of influencers. It’s one thing to look at something it’s another to be able to take it home and play with it.

I loved being able to give the evil eye to those companies who don’t get that. Alex and Ani were showing off their new collection and it was fun to see them there.

Speaking of seeing, Vuarnet is back! The undeniably French brand that covered every skier’s eyes in the 80s fell off the map but with new owners and US distributors, the company is using Sundance to launch and rebrand themselves. The frames with glass lenses retail from $180-$500 and the company will position themselves as a luxury brand. I can’t remember how I could afford the Cateyes back then as a highschooler and now I really can’t imagine buying a pair. Fortunately, I was gifted my very own pair of with Polarlynx lenses.

CAT footwear was back and celebs were scooping up the boots. Nothing was left in my size but I’m still wearing a pair that look as great now as they did when CAT gave them to me.

UK brand Superdry has been at Sundance before but this time they partnered with TR to gift jackets.

TR Suites also had food like the very yummy Mellow Mushroom Pizza (now located in Sugarhouse!), Jackson’s Honest Potato Chips one of the only chips made with healthier coconut oil instead of polyunsaturated vegetable oils, Yellow Tail Wine and Westrock Coffee (bringing beans from Rwanda and paying locals a fair wage.)

To be honest, as much as I loooovvvee free stuff I’m kind of glad there wasn’t more gifting. I’d be stuck at home writing instead of out mingling. Off to the races!

The energy in the room was electric; so many people in black with the most exclusive Sundance ticket packages gathering up at the Stein Eriksen Lodge to kick off the Sundance Film Festival 2015.

“Are you local?” I asked the family standing nearby as we moved toward the shuttles that would carry us to the premiere screening. They nodded yes. I said enthusiastically, “Really? Where do you live?” The parents live in New York and their daughter in Los Angeles. I chuckled. During Sundance, being from LA or New York is local. The filmmakers and patrons own this little ski town for 10 days in January and on this first night of the Fest- at An Artist At The Table- we’re all family.

Attending the documentary What Happened, Miss Simone? about the legendary jazz artist Nina Simone was ancillary to the evening but it highlighted the fact that without the Sundance Institute there might not be this kind of voice in film.

The ‘artist’ at our table excitedly described his next film, a documentary about the woman who singlehandedly crushed the ERA from passing. Sundance Directing Award Winner Ben Cotner was back after last year’s Case Against Eight documentary to share his passion for Sundance.

He vouched for the sentiment that without the Sundance Institute that nurtures them there would be no Sundance Film Festival and possibly no true independent film voice.

An Artist At The Table was an evening of education, connections, introductions and awe. Norman Lear was at the table in front of me discussing the Memoir he’s writing, Christine Lahti was at the table to my right, Sundance alumni and the director of the Oscar-nominated Selma Ava DuVernay stood to applause at yet another table.

Unlike your everyday world, rubbing elbows with some inspirational filmmakers is commonplace at the Sundance Film Festival. The AATT facilitates this ten fold. Everyone around me had some sort of professional connection. They weren’t just coming to see movies. They were actors, producers, lawyers, ad execs, directors, writers and they all have a story to tell.

Morgan Neville sat next to me on the bus. The Oscar-winning documentary producer (20 Feet From Stardom) has yet another film in Sundance – Best of Enemies, a humorous look at the 1968 televised debates between conservative strategist William F. Buckley, Jr. and liberal writer Gore Vidal.  Neville’s Sundance royalty but still an all-around good guy.

Last night was an opportunity to hear from the artists who have grown up through the Sundance Institute. The organization has been nurturing visionaries through their labs and workshops since 1981.

The AATT last night honored the programs and people that helped build their film career whether it was a screenwriters, filmmakers, directors or Catalyst event at Sundance Resort.And the rest of the week gives us all a chance to recognize both partners’ contributions.

This year, we say goodbye to L’Oreal (and MorningStar Farms veggie burgers). but that doesn’t mean there isn’t a whole lot of other things to do and see in Park City during the Sundance Film Festival when you’re not skiing. Wait a minute. L’Oreal’s not coming back?! That was the latest news from Sundance and I gotta say it was more than a little disappointing. The pop-up shop on Park City’s Main Street offered quick hair and makeup makeovers for anyone who strolled in and the friendly girls handed you a nail polish, shampoo samples and a mascara on the way out. There was no better way to end a ski day than to pop off the mountain and have someone else make you look pretty again. My daughter loved the pampered afternoon. Not here this year? Say it isn’t so. Ah, but it is.

For six years the beauty industry giant partnered with the Sundance Institute but alas no more. L’Oreal apparently felt they couldn’t compete with the unofficial Sundance piggybackers like Dove and MAC who paid less to be up the street and featured products and makeovers in exclusive VIP lounges. What L’Oreal didn’t realize is that there was no competition. Those unofficial brands aren’t open to the public and they don’t see nearly the traffic. Sure, a few celebs posed for product placement pics with Dove Hair Therapy bottles and media made mentions but L’Oreal was getting the same plus they were like goodwill ambassadors. They offered a unique experience and gave the average Park City guest a spot inside instead of on the curb. They gave skiers, tourists and Utahns a reason to plan a day in PC in January.

Ok, L’Oreal may be missing but just look at everything else Sundance has to offer this week. Steel yourself against traffic and parking woes and then get out and enjoy the diversity, fashion, aura and activity that enshrouds this Utah mining town courtesy of brands that support independent filmmaking.

The Festival Co-op (201 Heber Ave.) will house a group of 2015 Festival sponsors who have all sorts of activations planned. Acura will host a race-themed augmented reality photo opp. Recharge and refuel over a free cup of Intelligentsia coffee, enjoy KCRW-hosted music, and grab a Stella Artois during those signature Acura Hours events from 3 p.m.–5 p.m. on Saturday, Sunday and Monday of the first weekend. You can even pose for your close-up with the all-new 2015 TLX.

Use Premiere Clip and share a video telling Adobe the moment you wanted to be a filmmaker. Use #SundanceMoments and Adobe will feature you in their Festival Co-op screens. Try on Blundstone boots, play some festival trivia and possibly win a free pair. In addition, snap a photo of Blundstones out and about at the Festival and upload it to Instagram with #blundstone and #sundance for another chance to win a pair.

Hungry? Do the Taste of Park City at the Chase Sapphire Lounge (573 Main St.) while you pose for costumed photos or have a Smart Chat with film talent. There will also be cooking demos from celebrity chefs. All
from 11 a.m.–5 p.m.
Get some free coffee, Chobani yogurt and LUNA bars in the Chobani Café at SundanceTV HQ (268 Main St.), Friday, January 23–Saturday, January 31, 10 a.m.–6 p.m.

Sit in on lively panel discussions at the Filmmaker Lodge (Elks bldg, 550 Main St., 2nd Floor), daily, Friday, January 23 – Sunday, January 31.

The New Frontier exhibit has a new home at 573 Main Street where the general public can participate in a social and creative space that showcases media installations, multimedia performances, transmedia experiences, panel discussions, and more. you don’t even have to wait in line. Sign up and check-in for same-day only Virtual Reality (VR) experiences and the hosts will buzz you when it’s your time to come back.

Listen to talented live bands, sip hot cocoa and chill at the HP Live Lounge/Sundance house (tent) at the corner of Heber and Main. They’re planning interactive displays, thought-provoking panels and workshops, immersive experiences with HP products, film and technology discussions, as well as a spot to escape the cold.
(Filmmaker speaker series daily from 11 a.m.–noon)

SundanceTV HQ moves back into their location at the tippy top of Main (268 Main St.) where you can warm up, enjoy a snack, listen to afternoon panel conversations with writers, actors, directors, and industry experts, or just meet up before your next screening— the lounge is particularly friendly from 4:00 p.m. to 6:00 p.m with live music but you’ll have to watch their twitter feed @sundanceTV to get an invite.

The Utah Film Commission
is in the house with The Living Room (528 Main St.). The hub will have free WiFi, warm coffee, food, daily giveaways, and information about filming in Utah. Open till 4 p. Friday-Thursday.

Many of the public panel discussions are full by now but you never know. Either way, grab a free cup of coffee and warm up at the AirBnB Haus (591 Main St.) daily.

The Blue Jeans Network Lounge (580 Main St.) will also have free coffee, a charging station, and a game or two to fuel the fun.

Finally, there’s a slick new installation that’s not an official Sundance sponsor but it is open to the public. The Merrell TrailScape (625 Main Ave.) brings a 4D virtual reality experience through an interactive Oculus Rift project. It’s the first ever, commercial use of “walk around” VR designed by Oscar award-winning Framestore. Don the goggles and hike to a basecamp in the Dolomites, scramble along treacherous rock ledges and navigate a wood suspension bridge. “We chose Sundance to launch our new Capra hiking boot because the philosophy of the Fest is in line with Merrell’s brand philosophy- adventure, independent thinking and empowering to create your own journey. It’s about encouraging self discovery,” said Jamie Mandor, Merrell’s head of Global Marketing. “As a brand we chose a launch time and place where there was a large group of people from all crossroads of life.”
The adventure does require a little time so sign up on Merrell’s iPad app and they’ll text you when your turn is up.

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Many people get the impression that showing up to Sundance without an invitation means you’ll be standing out in the cold. Obviously, that’s just not the case.

If your exclusive goal is to meet filmmakers it’s entirely possible even if you never see a film or get on a VIP party list. For example, you can stand in line for a movie and then hop out when they start entering the theater. You’ll be surprised at whom you get to chat with; ride the shuttle, get a drink at Butchers, Flanagans, O’Shucks, No Name, or Wasatch Brew Pub. I’ve been told that many filmmakers who come to Sundance can’t get into events themselves so they’re taking meetings in public places or hooking up to go skiing. Go ahead; get to know the town, get to know the people, walk Main Street, stop in to the venues and take advantage of the sponsor opportunities. You never know what stories you’ll wind up creating.