The Weisse Arena Gruppe was formed in 1996 by the merger of the Crap Sogn Gion lift company in Laax and the Flims lift company in Flims. Learn more about the company’s history and milestones.
Commissioning of the FlemXpress Section 1 and 2
The new FlemXpress gondola lift starts operating in December 2023 with the opening of the first two sections. The cable car, which features globally unique technology, transports guests from Flims to Foppa and on to Startgels. The other three sections are already under construction and will go into operation in winter 2024/25 and summer 2025. More info
Greenstyle Book
WAG publishes the “Greenstyle Book”. The tenth anniversary was the impetus for the book and the decision to share experiences and visions with staff, residents and second homes, guests and all interested parties. The book summarises projects, goals and visions on the topic of sustainability for the first time and is intended to serve as a guide for more sustainability. More info
KIDS Freestyle Academy
In January 2023, the new KIDS Freestyle Academy will open at the STENNA Flims. On around 1,000 square metres, the new hall features trampolines, airbags, slides and wooden waves in an imaginative, child-friendly ambience. All this and more is offered by the unique indoor playground for children from 0 – 8 years. More info
Free60 Natural Snowpark
The winter sports resort LAAX opens a new, fifth snowpark; the “Free60” Natural Snowpark. The special feature of the park, located between Crap Sogn Gion and Plaun, is that the elements are located in unprepared terrain, made of wood and covered with snow. The initiators were inspired by the “Natural Selection Tour” by US snowboarder Travis Rice.
Freestyle Academy Circus Tent
After almost 12 successful years, the legendary Freestyle Academy in Laax Murschetg will close its doors, be demolished and completely rebuilt by spring 2024. As a temporary solution, the freestyle hall will be set up in a huge tent from Circus Knie at Prau la Selva sports center in Flims.
Expansion of the rocksresort
The tenth and eleventh cube of the rocksresort are completed. In addition, a new underground car park with around 179 parking spaces spread over three floors is opened.
From self service to semi service
LAAX is switching from self-service to semi-service in its three largest self-service restaurants – Nagens, Vorab and GALAAXY. Guests can now order online and get their food served to their table. There is no need to stand in lines at buffets and cash registers anymore. Digital tools, such as the destination’s own INSIDE LAAX app, make the new process possible. LAAX is also pleased to be able to widely reduce disposable tableware and to offer guests reusable solutions from the Swiss company “reCIRCLE”.
Launch of the Autumn in the Mountains Campaign
After the successful “Spring in the Mountains” initiative, the Weisse Arena Gruppe and the destination Flims Laax Falera also say goodbye to the second shoulder season and launch the initiative “Autumn in the Mountain”. For the first time, a continuous tourist offer including lift service enables a seamless transition from summer to winter.
Opening of the treetop walk
The world’s longest treetop walkway “Senda dil Dragun” opens om July 11, 2021. Over a length of 1.56 kilometres and at a height of between two and 28 metres, the treetop walkway offers a unique nature experience for the whole family. With on-demand augmented reality, both young and old visitors will be accompanied by images and stories about the trail starting in fall 2022.
Launch of the Spring in the Mountains campagin
The Weisse Arena Gruppe and the destination Flims Laax Falera say goodbye to the shoulder season and start into the first “Spring in the Mountains”. The destination offers its guests directly after the winter season activities and deals during the time of the year when mountain tourism is traditionally interrupted.
LAAX Delivery
LAAX now has its own delivery service called “Ghost Kitchen”. Pizza, Burger, Specialties of Graubünden and crispy chicken are delivered directly at home. It’s available on the INSIDE LAAX App.
Last Day Pass
LAAX is developing the “Last Day Pass” in collaboration with the agency “Serviceplan”: a keycard made of wood, which is produced by the company ENLAIN in Laax. The proceeds from the sale of each wooden pass allow a certified compensation of 1’000 kg CO2 and thus the postponement of the last day on the glacier by ten minutes. In addition, the Greenstyle Foundation uses the proceeds to plant trees at Crap Sogn Gion. The pass itself has a purely symbolic e-meaning and does not count as a lift ticket. However, an additional lift ticket can be purchased and loaded onto the wooden pass. More info
Mobile Ordering
The mobile ordering function of the INSIDE LAAX app is extended by a delivery service. In response to the lockdown, food from selected restaurants can now be ordered to your home.
Opening of the GALAAXY Park
The GALAAXY Park on Crap Sogn Gion is opened. At 2,252 m above sea level, visitors can now also experience freestyle in summer thanks to various action elements such as a pump track, a skate park and much more. More info
Opening of the Nagens Trail
The new Nagens Trail is opened for mountain bikers. It is the first trail in the world to be built with 100% renewable energy in cooperation with Velosolutions. More info
LAAX OPEN Halfpipe Finals held at night for the first time
The Halfpipe Finals of the LAAX OPEN will take place for the first time in the evening in the illuminated superpipe.
News Flims/ LAAX brand strategie
The new year-round brand strategy is established. Until now, the destination Flims Laax Falera was marketed under Flims in summer and LAAX in winter. Now all offers and products of the destination are assigned to the two brands and marketed all year round.
Relaunch of the INSIDE LAAX App
After the relaunch, the INSIDE LAAX app appears in a new look and receives additional functions.
Reconstruction of the Freestyle Academy
The Freestyle Academy gets a make-over. The upgrade offers visitors a new parkour, two fivesquare trampolines, several skate ramps and a vert ramp. More info
Introduction of food waste management tool "Kitro" at the Riders Hotel
In the restaurant of the Riders Hotel, LAAX is fighting food waste with the foodwaste management tool “Kitro”. At the same time, the Riders Hotel is making another radical decision and is the only restaurant in the destination to offer only purely vegetarian dishes.
Opening of the new restaurant “ella”
Weisse Arena Gastro AG is growing: Restaurant Ella opens at STENNA Flims on 1 December 2018.
First 5G network in a ski resort
World premiere: Sunrise launches the world’s first standardised 5G network in a winter sports resort in LAAX on Crap Sogn Gion at 2,252 m above sea level.
Milestone for the INSIDE LAAX app
The INSIDE LAAX app reaches 100,000 downloads since November 2016 and generates over CHF 2.7 million in net sales for the Weisse Arena Gruppe up to this point. In the long term, this digital service is intended to provide a basic platform from which other destinations can also benefit in order to respond to the needs of their digitally active guests.
Make-over of the mountain station Crap Sogn Gion
The Crap Sogn Gion mountain station at 2,252 m above sea level is getting a makeover. The 50-year-old cable car station is getting an urban styling and expanding the gastronomic offer. In addition, the urban open workspace called “The Bridge” opens its doors on the upper floor of GALAAXY.
Start of the third consturction stage of rocksresort
The third construction stage of the rocksresort starts. This comprises a total of three houses with around 300 new beds. The first step will be the construction of House K, which will be ready for occupancy at the beginning of the 2018/19 winter season.
Riders Palace becomes Riders Hotel
The former Riders Palace, now Riders Hotel, opens under a new concept after a renovation phase of almost 1 year. The former party hotel now focuses on stylish minimalism and sustainability in all areas of the hotel. The concept is rounded off with a new, purely vegetarian-vegan restaurant. More info
Establishment of the Greenstyle Foundation
The Greenstyle Foundation is a non-profit organisation of the Weisse Arena Group and committed companies and people in the Flims Laax Falera region and institutionalises the Greenstyle concept, which was launched in 2010. The aim is to preserve and protect the region’s unique environment.
Relaunch of the INSIDE LAAX App
Relaunch of the INSIDE LAAX app. The third version of the destination’s own app is launched and offers new functions such as “My Story”, with which kilometres on the slopes can be compared with other skiers and subsequently rewarded with bonuses.
Burton European Open becomes LAAX OPEN
The legendary snowboard contest format will be held under the new name LAAX OPEN. LAAX is now the event organiser of this major event.
Commissioning of the La Siala gondola lift
The new 10-seater gondola lift from Alp Sogn Martin to La Siala goes into operation. It replaces the 3-seater chairlift of the same name from 1982 and is around one kilometre longer. The Weisse Arena Gruppe sells the old chairs and donates the proceeds to “Energy without Borders”, an aid project for earthquake victims in Nepal. More info
World's biggest halfpipe
Opening of the largest halfpipe in the world. With the opening of the new “superpipe”, LAAX now has the largest halfpipe in permanent operation. The superpipe, which has been extended by 60 metres to 200 metres, exceeds the Olympic standard by 50 metres. With its height of 6.90 metres, it is unique worldwide and sets a new standard. The superpipe is shaped with the new “Pipemonster22ft+” designed by LAAX in collaboration with Zaugg. More info
Launch of the "INSIDE LAAX" web app
Launch of the web app “INSIDE LAAX”. INSIDE LAAX” is a web app that combines many useful advantages. Among other things, it offers guests unlimited WLAN access throughout the entire ski area, provides information on daily frequencies, includes a PowderAlert on current amounts of new snow, and reveals information on open lifts, slopes and the weather.
Partnership with the Chinese ski resort “Genting Resort Secret Garden”
As a partner of the still young ski resort, LAAX passes on its many years of successful know-how. The exchange gives LAAX the chance to get to know and understand the Chinese market, its customers and needs.
Premiere of “LAAX the Movie”
The first self-produced snowboard film reaches over 70,000 clicks on YouTube alone within the first year.
New Pro Kicker Line at Snowpark LAAX
The new Pro Kicker Line in the Curnius Snowpark on Crap Sogn Gion is completed. In the summer, terrain optimizations were carried out in the snow park, thus creating the basis for four new jumps in the Pro Kicker Line. These optimizations mean that technical snow can be produced early in the winter season and the kickers can be built. This saves a large amount of water and piste machine hours, which has a direct impact on the winter resort’s carbon footprint. More info
Revolution on the mountain continues
Two new 6-seater chairlifts are put into operation in the second phase of the “Revolution on the Mountain”: Treis Palas – Crap Masegn and Lavadinas – Fuorcla Sura (designed by Porsche Design Studios). The new 6-seater chairlift from Lavadinas to Fuorcla Sura is the first chairlift in the world that can turn 45 degrees when leaving the valley station, giving guests a magnificent view of the mountain world. More info
Launch of LAAX+ as the predecessor of today’s INSIDE LAAX app
Dynamic lift ticket prices are introduced with the launch. The prices are constantly updated according to criteria such as demand, time period or weather. At plus.laax.com guests always get the best offer for day lift tickets.
50 years of Crap Sogn Gion
50 years ago, the “Stone of St. John”, the 2,252 metre-high Crap Sogn Gion, was opened up with the first mountain railway in the Flims Laax Falera region. Since then, it has been the central starting point and a popular excursion destination for winter sports enthusiasts as well as summer visitors. To mark the occasion, the Weisse Arena Gruppe is celebrating its 50th anniversary with its guests, partners and friends on 15 December 2012.
Publication of the book “Echos aus dem Randgebiet”
To mark “50 years of Crap Sogn Gion”, the Weisse Arena Gruppe is publishing the anniversary book “Echos aus dem Randgebiet” (Echoes from the periphery). In collaboration with over 20 authors, the anniversary book reflects the economic and technical history of the conquest of the mountain, focussing above all on life on and around the mountain, which is accompanied by impressive images.
Destination Management Organisation (DMO) contract for WAG
The DMO contract is signed, according to which the Weisse Arena Gruppe will be responsible for the year-round marketing of the destination Flims Laax Falera from the start of the 2011/12 financial year. This constellation is innovative and unique in the Alpine region.
Revolution on the mountain: first phase
Construction work on the 6-seater chairlift Alp Dado – Crest la Siala begins as part of the first phase of the “Revolution on the Mountain”.
Modernisation of the Laax - Crap Sogn Gion aerial cableway
The Laax – Crap Sogn Gion cable car is modernised and the transport capacity is increased by 20%. The Arena Express gondola lift from Flims also undergoes a capacity expansion.
Development and implementation of the Greenstyle concept
The environmental guideline “Greenstyle” implements the sustainable use of natural resources in the corporate principles of the Weisse Arena Group. The aim: to protect nature, animals and the climate. More information
Opening of the Freestyle Academy LAAX
The Freestyle Academy LAAX, the first indoor freestyle centre in Europe, is opened. This creates an attractive, year-round and weather-independent leisure centre for the strategically important target groups of families and freestylers.
Opening of the rocksresort
The rocksresort at the valley station in Laax Murschetg is officially opened. The resort comprises seven cubes which, in addition to 4-, 6- and 8-bed flats, house various shops, restaurants and bars. More info
Partnership with "Miles & More"
LAAX is the first winter resort to become a partner of Miles & More, the largest frequent flyer programme in Europe.
Completion of the first rocksresort cubes
The first three cubes of the rocksresort at the valley station in Laax Murschetg are completed and can be booked by guests.
Launch of LAAX Airport Shuttle
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 to Friedrichshafen, this consolidates LAAX’s international importance.
Start of construction of the rocksresort
Construction of the rocksresort at the valley station in Laax Murschetg begins, making it one of the Weisse Arena Gruppe’s largest construction projects to date. Eight cubes will be built by 2009. In addition to modern 4-, 6- and 8-bed flats, they will also house various shops and restaurants. As a member of Design Hotels™, the rocksresort impresses with timeless architecture, unique living culture, regional materials and a special lighting concept.
Expansion of snowmaking infrastructure
The snowmaking infrastructure of the LAAX winter sports region is being expanded. The piste from Nagens to Flims can now be covered with snow. LAAX now offers four valley runs with guaranteed snow.
Two-brand strategy for Flims Laax Falera
A new marketing concept for the destination Flims Laax Falera is being developed in collaboration with Flims Laax Falera Management AG. With the two-brand strategy, the winter offer is now positioned all year round under the LAAX brand and the summer offer under the Flims brand.
Commissioning of the Mutta Rodunda chairlift
Switzerland’s first heated 6-seater chairlift goes into operation on the route from Scansinas to Mutta Rodunda.
Burton European Open
The Burton European Open, Europe’s most important snowboarding event, take place in LAAX for the first time.
Opening of the Riders Palace
The Riders Palace, the first design hotel in the Alps, opens. With its modern design and sustainable construction, as well as the latest multimedia technology in the rooms and a huge concert location with a capacity of up to 1000 people in the basement, the Riders Palace (II. Edition) is aimed at a young, freestyle-loving audience.
Creation of Alpenarena.ch AG
Alpenarena.ch AG (later Flims Laax Falera Management AG) takes over the tasks of the dissolved Flims Laax Falera Tourist Association – an important step in the creation of the destination.
First guest bonus programme in Flims Laax Falera
The Alpenarena Club is the first bonus programme in a Swiss holiday destination. Guests collect bonus points in Flims Laax Falera, which they can exchange for attractive rewards.
Launch of laax.com
For the first time, winter holidays can be booked directly online on laax.com. With this innovative internet presence, the Weisse Arena Gruppe is setting a trend in the tourism industry.
Merger of tourist organisations
The tourist associations of the municipalities of Flims, Laax and Falera are merged to form a tourism organisation. This is considered the basis for the formation of a single destination.
Commissioning of the Arena Express
The Arena Express gondola lift (Flims – Plaun – Nagens), one of the largest investment projects in Graubünden, goes into operation.
Merger of the Crap Sogn Gion lift company and the Flims lift company
The Weisse Arena Gruppe is formed by the merger of the Crap Sogn Gion lift company in Laax and the Flims lift company in Flims. Three years later, Weisse Arena Gastro AG is formed from the restaurants of both mountain railway companies. Weisse Arena Leisure AG, which operates rental and sales stations in the winter sports area, was founded and the mountain railways were transferred to a wholly-owned subsidiary. In the 2006/07 business year, the consistent implementation of the integrated service chain was continued with the integration of Mountain Adventures AG into the group of companies. The construction company rocksresort, in which Weisse Arena Bergbahnen AG holds a 61.6 % stake, is responsible for the construction and operation of the rocksresort at the Laax valley station. LAAX Homes AG offers many years of experience and expertise in holiday home rentals combined with property construction and maintenance. Weisse Arena AG holds a 70% stake in the AG.
Opening of three New Technology Centres (NTC)
The NTCs offer the opportunity to hire, buy or test winter sports equipment on site. This makes guests’ holidays much easier. The NTCs offer a comprehensive range of state-of-the-art ski and snowboard equipment.
