As a first mover in the tourism and leisure industry, the Weisse Arena Gruppe keeps on demonstrating pioneering spirit and driving forward new projects. Read here more about the most important milestones in the history of the Weisse Arena Gruppe.
In the restaurant of the Riders Hotel, LAAX now declares war on food waste with the Kitro Start Up (food waste management). At the same time the Riders Hotel has made another radical decision: It offers the first purely vegetarian restaurant in the destination LAAX.
When employees become roommates and guests become friends – then you are in the LAAX ski resort, or more precisely in the new Ella restaurant. On 01 December 2018, the “WG” opened its doors for the first time in STENNA Flims. Ella is not an ordinary restaurant: the restaurant is designed as an urban apartment and boasts a cosy shared flat character and trendy food combinations.
World premiere: Sunrise puts the first standardized 5G network in a ski resort worldwide into operation in LAAX on the Crap Sogn Gion (2252m above sea level).
The reconstruction phase of the Riders Palace, which started in autumn 2016, has been completed. On 04 December 2017 the Riders Hotel was put into operation under the new concept and name. Reduced to the minimum, the hotel offers maximum experience: The lobby becomes the meeting point to let the day end and to ring in the evening and night. The new concept includes everything from live concerts, sports and yoga, art exhibitions and open offices, which can also be used as a studio, to the club, everything the guest’s heart desires.
The mountain station Crap Sogn Gion at 2228 m.a.s.l. – The hub of the Flims Laax Falera ski area is given a facelift. The building on the Crap Sogn Gion, often perceived as a spaceship, goes galactic under the motto “GALAAXY”. For the coming 2017/18 winter season, parts of the building, which is more than 50 years old, will be significantly redesigned and the gastronomic offer will be further improved.
More than 55,000 downloads of the INSIDE LAAX App since November 2016 show the relevance of a digital service offered from a ski resort. Contrary to conventional winter destination apps, “INSIDE LAAX” is not only an information platform, but also focuses on user engagement and ease of use. Since December 2016 the app has approximately 31,000 active user monthly and generated over 2.7 million CHF net sales for the Weisse Arena Group. In addition, the app allows the company to learn more about sports and holiday behavior of their guests and adjust offerings accordingly. In April 2017 INSIDE LAAX was ranked second at “Best of Swiss Web Award” in category “Marketing”. The company is targeting a global market with its technology-driven approach. From a long-term perspective this digital service is to be seen as a foundation for a basic platform from which other ski destinations can benefit as well whilst getting to know their digitally active client’s needs and adapt their offers respectively.
On July 1st the Urban Skatewave was introduced in rocksresort.
The third construction phase of the rocksresort was started in Laax Murschetg. This includes three additional houses, whereas a first step is to build house K. In winter 2018/2019 residents shall be able to move in. Plans show 21 new apartments with six beds each as well as one four bed apartment meaning 130 new beds overall. The exterior appearance and interior furnishings will correspond to the existing houses. All in all, the third stage of construction comprises three buildings with 300 beds.
The festival „Der Berg bebt!“ on July 15th 2017 took place for the first time in our destination Flims Laax Falera.
In August 2016 the Greenstyle Foundation was founded. Although a Greenstyle environmental energy concept exists since 2010. Entrepreneurship should always be consistent with natural resources and their sustainable use. The foundation serves as an opportunity to foster those goals as well outside of the Weisse Arena Gruppe in the whole destination.
The third version of the INSIDE LAAX App was released including a loyalty program and a focus on user engagement through gamification and user centrification.
Commissioning of the new 10-person gondola lift from Alp Sogn Martin to La Siala. The new gondola lift replaces the 3-seater chairlift of the same name, built in 1982, with a displacement of more than one kilometer. Cabins constructed by the cab manufacturer Sigma with an extraordinary design from Pininfarina (Ferrari) have maximum freedom of movement and a comfortable high-quality seat upholstery with heated seat , Excellent winter protection and panoramic views. The energy for the heated seating is provided by photovoltaics on the façade of the Sogn Martin valley station
Europe’s leading freestyle destination LAAX starts with an absolute highlight in the winter season: the opening of the world’s largest and permanently operated halfpipe. The superpipe at the Crap Sogn Gion in the middle of the snow-sure ski resort sets a new standard and Olympic standards with a total length of 200 meters and a height of 6.90 meters. By expanding the halfpipe, LAAX is now the national training base for the Freeskier and Snowboard freestylers. A special feature is that training can also be completed in the evening with floodlight. The international competition offers Freestyle Pur for riders and spectators. A unique feature of the Halfpipe is the fact that it can be used by all freestyle fans not only by professionals as a training facility at the Olympic level, but also by all freestyle fans.
Completion of the new Kicker Pro-Line in Snowpark NoName at the Crap Sogn Gion. During the summer the earth was shifted in the Snowpark, creating the basis for 4 new jumps in the Kicker Pro-Line. These earth shifts have the effect of artificially snowing and the kickers can be built early in the early winter season. Thus, a large amount of water and ski-machine hours are saved, which has a direct effect on the carbon footprint. In addition to this ecological approach, an early start-up can also be used very well in terms of marketing technology.
Second phase of the revolution on the mountain, commissioning two new 6-seat chairlifts: Treis Palas-Crap Masegn and Lavadinas-Fuorcla Sura (designed by Porsche Design Studios). The new 6-seater chairlift from Lavadinas to Fuorcla Sura is not only distinguished by its design, it is also the world’s first chairlift, which turns 45 degrees when leaving the valley station, giving guests a magnificent view of the mountains.
First phase of the revolution on the mountain – commencement of construction work for the Alp Dado – Crest la Siala 6-seater chairlift.
Signing of the DMO contract – from the start of financial year 2011/2012, Weisse Arena Gruppe assumes responsibility for year-round marketing of the Flims Laax Falera tourist destination. This constellation is innovative and unique within the Alpine region.
Opening of the Freestyle Academy, Europe’s first indoor freestyle arena. An attractive leisure facility all the year round, regardless of the weather, for strategically important target groups – families and young freestylers.
Completion of the eighth rocksresort building – the holiday resort now has a total of 122 apartments with 587 beds.
Modernisation of the Laax-Crap Sogn Gion aerial cableway and increasing of the capacity by 20%. The capacity of the Arena Express cable car from Flims is also increased.
In addition to the airport shuttles from the Zurich-Kloten and Friedrichshafen airports, a shuttle is also laid on from Memmingen airport to LAAX.
Official opening of the seven-building rocksresort, and all shops, restaurants and bars.
LAAX becomes the first winter resort to become a partner of Miles & More, Europe’s largest frequent flier programme.
The first three rocksresort buildings stand ready at the valley station in Laax to welcome holiday guests.
LAAX is the first Swiss winter resort to be granted a licence for a regular transport service to Zurich-Kloten airport. Together with the existing airport shuttle service to Friedrichshafen, this enables LAAX to cement its international standing.
Commencement of building work for the rocksresort.
Expansion of the artificial snow cannon infrastructure. Including the new Nagens-Flims piste (with snow cannons), LAAX is able to offer four downhill runs guaranteed to have snow.
Development of a new marketing concept for Flims Laax Falera together with Flims Laax Falera Tourismus AG. The dual-brand strategy throughout the year positions the winter and summer programmes under brands LAAX and Flims respectively.
The first heatable 6-seater chairlift in Switzerland enters operation on the Scansinas to Mutta Rodunda route.
The Riders Palace, the first “designer hotel” in the Alps, is opened. The Riders Palace (2nd version), with modern design and sustainable construction technique, the latest multimedia technology in guest rooms and a huge concert area (for about 1000 people) in the basement, is targeted at a freestyle-loving audience.
The Alpenarena Club (now SkiDirect) is the first bonus programme offered by a Swiss holiday destination. Guests collect bonus points in Flims Laax Falera that they are able to exchange for attractive rewards.
Alpenarena.ch AG (to become Flims Laax Falera Tourismus AG) assumes the functions of the defunct Flims Laax Falera tourist association. A key step in formation of the destination.
For the first time, winter holidays can be booked online directly from innovative Internet site www.laax.com, thereby enabling Weisse Arena Gruppe to set a trend within the industry.
The Arena Express cable car (Flims-Plaun-Nagens), one of the largest investment projects in Graubünden, enters operation.
Amalgamation of the tourist offices in regions Flims, Laax and Falera into one tourism organisation, the foundation for forming a single destination.
Weisse Arena Gruppe is formed from the amalgamation of the Crap Sogn Gion and Flims cable cars. This is the beginnings of the development from a cable car company into a successfully integrated provider of Alpine winter experiences.
Opening of the first three New Technology Centres (NTC). Winter holidays made easy with the opportunity to rent, buy or test the latest winter sports equipment. Today, the rental stations of F*** (Free) and Boarderworld offer a comprehensive range of all-mountain, freestyle and freeride skis and snowboards.