A beloved getaway high in the mountains of Utah, Sundance Mountain Resort was once purchased—and popularized—by Robert Redford, who sought to permanently conserve the vast majority of resort property and create an artful haven for outdoor lovers with the rest. Several decades later, he hand-selected new owners to carry the torch for the resort, and a thoughtful marketing campaign around this transition was necessary. We titled this fresh new era in the Sundance story “Act II,” a nod to Redford’s stage roots, and let that theme guide the marketing efforts that followed.