Sundance Film Festival

People attending the 2010 Sundance Film Festival will notice one of Park City's familiar guideposts will be different this year.

Officials for Utah-based Associated Food Stores announced Monday the new name of the state's 34 Albertsons supermarkets the company recently bought: Fresh Market. (This is not to be confused with The Fresh Market, a chain operating in the South, Midwest and Mid-Atlantic states.)

The new name went into effect Monday, though Associated officials said it won't be until January that new Fresh Market signage will be installed at the stores.

The new signs will go up early, though, in Park City — to take advantage of ski season.

The Park City Albertsons, though, a familiar stop for Sundance Film Festival visitors — the most visible place to get groceries and beer. The Albertsons' parking lot is infamous during the festival for its tow trucks waiting to pounce, vulture-like, on drivers who stay too long.

The bus stop outside the Park City Albertsons is also a central transfer point for the festival's shuttle-bus service — a pickup/drop-off spot for the Holiday Village and the Yarrow, and often used for those going to the Eccles, the Racquet Club or the Temple Theatres.

Sundance regulars will have to reorient themselves to find the bus stop without the big "A" to guide them.