Sundance tells the story of two festivals. There are movies and parties. And then there’s Tao.
A pop-up version of Hollywood’s beloved nightclub has been ruling Sundance after dark for more than 20 years. While wealthy locals enjoy drunken nights on the ski slopes and movie buffs flock to dive bars on Main Street, Mr. Tao offers coastal industry players a place to call home after endless hours of movie promotion.
Leonardo DiCaprio, Tobey Maguire, Paris Hilton, Jon Hamm, Jason Momoa, Ryan Gosling, executives from WME and CAA, and countless others danced at that table and raised their hands to performs from Jennifer Lopez, 50 Cent, Diplo, and more.
Officially opened in 2005, Tao Sundance attracts thousands of stars, agents, publicists, and media each year. As a private event with many alcoholic beverage sponsors, there will be free and unlimited alcoholic beverages starting early in the morning. Currently taking place at Utah Film Studios in Park City, this cavernous space creates the feel of a downtown warehouse decked out with après-ski accents. This pop-up is the epitome of Sundance itself. What started out as an unremarkable jewel box quickly turned into a major commercial endeavor involving great artists and influential players.
“Our premise was to do something really great for our town and brand, and to strengthen our relationships with key people who support and frequent our locations year-round,” said Noah Tepperberg, co-CEO of Tao Hospitality Group, reflecting on 25 years of operation as the festival leaves Park City for good this year as it heads to Colorado.
Tepperberg recalled the first-ever Tao Sundance, which began at 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 García Bernal and Pablo Cruz, all of whom were up-and-coming producers at the time. The last night was a part in Half Nelson, directed by Ryan Gosling. It was a big production and a big one for us,” he said.
Jennifer Lopez and DJ Chase B perform at TAO Park City in 2025.
Getty Images of Casamigos
When I started attending Sundance a few years ago as a young reporter covering celebrities and events, Tao was the most important invitee. Both in the past and today, high culture and low culture coexist. Where a Hungarian cinematographer on a war documentary could drink tequila while Lil Jon sang his hit song “Shots!”
It was also the site of occasional nefarious acts. In 2015, actor Emile Hirsch was charged with aggravated assault and intoxication after attacking a female Paramount Pictures executive. He was subsequently sentenced to 15 days in jail and community service, and has since looked back on this moment as the worst moment of his life (defined by a pattern of binge drinking).
Over the years, Tao has grown in size and received more sponsorships from corporate brands and production labels. This year, Park City’s final year, will feature seven partners including Casamigos, Evian, Moët Hennessy, Jack Daniels, Hendrix, Red Bull and Q Mixers.
“We’ve been able to create a nightclub in the mountains of Park City and host late-night parties in parking lots and movie studios that people and brands want to attend. But our events have always aimed to provide the same level of hospitality that our guests are accustomed to at our venues around the world,” said Gabby Fernando, vice president of special projects at Tao. “This approach has allowed Tao Park City to grow with Sundance and remain one of the festival’s most popular events year after year and for years to come.”
On Saturday, what organizers called the “Last Dance,” pop star Benson Boone, wearing skin-tight jeans, kicked off the party with a backflip and a performance of his song “Beautiful Things.” Patrick Schwarzenegger and Maud Apatow cheered him on as the cast of The Real Housewives of Salt Lake City and The Secret Lives of Mormon Wives circulated. Revelers, chugging cocktails and Whispering Angel rosés, also became emotional as hundreds streamed out around 3:30 a.m.
But the dance continues. Tepperberg said he and his team will fly to Colorado next week to scout potential sites for Tao Boulder.
“Boulder is a college town with a different energy and a different culture, so it’s going to be a different experience,” Tepperberg said. “But for some reason, every year we have big celebrities and year-round guests.”
Let’s meet again.
