The brands of Weisse Arena Gruppe are synonymous with unforgettable holiday experiences and a special feel-good factor. Under the auspices of brands LAAX and Flims are an array of gastronomy and sport & entertainment brands offering guests everything for enjoyable holiday experiences in Flims Laax Falera.
Dual-brand strategy for the destination Flims Laax Falera
Weisse Arena Gruppe is using a dual-brand strategy to market the range of tourist facilities in Flims Laax Falera. Throughout the year, we are positioning the entire winter programme under brand LAAX, whilst brand Flims is synonymous with the summer programme of Flims Laax Falera. This strategy takes into account the tradition and history of the destination and uses authentic brand names having an association with the region.
The Flims Laax Falera destination originally evolved from summer tourism, with Flims and Caumasee at the heart. It was not until later that the region developed into a top winter destination with Laax and the Crap Sogn Gion forming the hub. It must also be borne in mind that there are two different types of visitors to Flims Laax Falera in summer and winter. Surveys have shown that there is only a 3% overlap of summer and winter guests.
The dual-brand strategy applies at this point because the destination has two strengths – summer and winter. These are two different products with two different target groups with individual expectations and needs. The dual-brand strategy enables these needs to be met and two strong brands to be built up with one clear-cut profile.
Weisse Arena Gruppe is positioning the winter programme of the Flims Laax Falera destination under the brand LAAX. LAAX is synonymous with a young, dynamic spirit and has developed into a strong brand for the winter resort. LAAX offers skiers, snowboarders and freestylers unforgettable experiences. Simplicity and quality of service for the guest play a central role for the service brand.
The Flims brand is synonymous with the summer programme of the Flims Laax Falera destination. Recent years have seen Flims develop consistently into a biking destination. With 330 km of signposted mountain bike routes (including freeride trails) as well as family tours, Flims is winning over admiration with its diversity.
Rocksresort is synonymous with a new, Alpine lifestyle. With its modern architecture of Domenig Architects and an innovative concept, it satisfies both aesthetic & ecological as well as economic demands. An authentic atmosphere and a comprehensive range of services including shops, restaurants, bars and everything guests need for their holiday make it easier for them to relax. Thanks to the Ski-in/Ski-out storage facility, winter enjoyment for guests starts right on their door step. But it is also the perfect starting point for activity holidays in the mountain world of Graubünden.
The Signinahotel belongs to the Rocksresort. The design is modern and reduced to the essential. The use of natural materials and warm colours creates a pleasant atmosphere. The 4-star hotel provides service of the highest quality and also a multifunctional spa and health area.
Opened in December 2001, the Riders Palace was the first hotel in the Alps to recognise the needs of young freestylers. From basic shared rooms to the Multimedia Suite, it offers the right facilities and ambiance for every price category. With its modern design (ingenious, functional and ecological at the same time), it has quickly made a name for itself as “the” hotel for snowboarders and freeskiers in the Alpine region. The Riders Palace is also renowned far beyond the borders of Switzerland as an event location. Top internationals acts and promising newcomers appear on stage every season in the “Club”.
The Freestyle Academy is Europe’s first indoor freestyle arena. Over an area of 1000m², Weisse Arena Gruppe has created an attractive year-round facility for snowboarders, freeskiers, skaters and bikers. Families (with their junior freestyle acrobats) and professionals alike get their money’s worth here.
The Mountain Hostel is located on the Crap Sogn Gion at 2226 m above sea level. M. The guest starts directly from the breakfast table on the ski slope. The mountain hotel has 132 double- and 4-bed rooms and is ideal for families or groups. The house also includes the Capalari restaurant, known for Pizokel, Capuns and Gerstensuppe.
The Berghaus Nagens is located in the middle of the ski area on the Alp Nagens, with the ski slope directly in front of the front door. The comfortable double-, four-bed and multi-bed rooms can be booked with half-board. The Berghaus Nagens also includes a restaurant with a bar, as well as an organic or Finnish sauna.
Unforgettable experiences in the mountains are guaranteed by the ski school. The instructors do not just provide tuition out of passion – with them you are able to get to know the expanse of the LAAX winter resort at first hand. Every instructor lesson brings a sense of achievement thanks to the tailored courses on offer for every age group and ability level.
Core competence – snowboarding. The snowboarding school was the first one of its kind in the Alps. Anyone learning to snowboard here quickly finds out that snowboarding is more than a sport – it is a way of life. The snowboarding school has grown with the snowboard scene and has continually developed its range of services for the needs of guests.
The Burtonstore is the snowboard shop of riders for riders, right at the valley station in Flims and in Laax. In the Burtonstore, you don’t only buy a snowboard, here you will be thoroughly advised and immerse yourself in the fascinating world of snowboarding. Their offer combines hardware, fashion and lifestyle. In the summer, the team Burtonstore specializes in everything related to bikes.
Free stands for freestyle. It guarantees more fun in the mountains and offers its guest increased levels of service and convenience. The shop offers everything free skier hearts could desire. Thanks to Europe’s largest selection of all-mountain and freestyle skis (2500 pairs) and 700 snowboards, there is the right rental equipment to suit everyone. Rental equipment can be exchanged free of charge at all depots on the mountain and down in the valley, and a total of 2132 seasonal depots are available at the Flims, Laax und Falera valley stations.
Various gastronomy establishments in the valley around the base stations of Flims and Laax are part of WAG. For example, the Piazza – cafedeli. The restaurant is located in the rocksresort and was renovated in 2015. The focus is on freshness, enjoyment, sustainability and good coffee. The food is homemade and seasonal, besides, many of the delicacies are vegetarian or vegan.
The Weisse Arena Group includes numerous restaurants on the mountain. The offer ranges from regional to refined cuisine, from snack to gourmet. Like in the Elephant. The restaurant with its unusual name is located at 2477 meters above sea level on Crap Masegn. Creative, fresh cuisine, such as the legendary penne from the Parmesan loaf, fish specialties and other culinary delights are served here.
You can learn to ski wherever there is snow. But it is only in LAAX that you can learn to ski with “Ami Sabi im Schneewunderland”. The ski school has developed a new concept for children’s tuition in conjunction with songwriter and children’s book author Linard Bardill from Graubünden. The children, with their instructors, dive into a magical world in which fun, the experience in snow and the enjoyment of exercise are at the heart. The children learn skiing by playing alone, as if by magic.
A summer full of adventure. After the success in the winter, the Ami Sabi summer wonderland is now available. Authentic experiences, the discovery of the mountain world and its fauna and flora are the focus of the children’s program.
The brand LAAX OPEN stands for the biggest and most important freestyle snowboarding event in Europe. The LAAX OPEN guarantees snowboarding at its best, including competitions in slopestyle and halfpipe for both, women and men. Music, parties and and maybe also pow complete the program to witness the lifestyle of LAAX in January. For more than two decades, LAAX has been hosting world-class freestyle events and has a huge knowledge of background, expertise and passion for the sport and its riders.