As a first mover in the tourism and leisure industry, the Weisse Arena Gruppe continuously demonstrates its pioneering spirit and drives innovative projects forward. An overview of the most important milestones in the history of the Weisse Arena Gruppe can be found below.
The mobile ordering feature of the INSIDE LAAX app is extended by the delivery service. In response to the lockdown, food from selected restaurants can now be ordered via the app and will be delivered home.
The new Nagens Trail is open for mountainbikers. It is the first trail worldwide to be built 100% with renewable energy in cooperation with Velosolutions.
For the first time the LAAX OPEN halfpipe finals take place at night in the floodlit superpipe.
The Freestyle Academy receives a make-over. With the upgrade it offers its visitors a new parkour, two fivesquare trampolines, several skate ramps and a vert ramp.
The new brand strategy is established. Until now, the destination Flims Laax Falera has been marketed under Flims in summer and LAAX in winter. Now all offers and products of the destination will be assigned to the two brands and marketed all year round.
The GALAAXY Park on Crap Sogn Gion is opened. At 2,252 metres above sea level, visitors can now experience freestyle in summer as well thanks to various action elements such as a pump track, a skate park and much more.
The INSIDE LAAX app is relaunched and appears in a new look with additional features.
At Riders Restaurant, LAAX fights food waste with the Kitro food waste management tool. At the same time the restaurant has made another radical decision and becomes the first purely vegetarian restaurant in LAAX.
Weisse Arena Gastro AG has a new member: On December 1, 2018 the restaurant “ella” opens at STENNA Flims.
World premiere: Sunrise puts the first standardized 5G network in a winter resort worldwide into operation. The antenna is located on Crap Sogn Gion at an altitude of 2,252 metres.
The reconstruction phase of the Riders Palace, which started in autumn 2016, has been completed. On December 4, 2017 the Riders Hotel opens under a new concept and name. The former party hotel now focuses on stylish minimalism and sustainability across all areas of hotel operation.
The mountain station Crap Sogn Gion at 2,252 m.a.s.l. receives a make-over. For the winter season 2017/18, parts of the over 50-year-old building are significantly redesigned and the gastronomic offer is realigned. The building on Crap Sogn Gion, which is often perceived as a spaceship, is now breaking new, galactic ground under the motto “GALAAXY”.
The INSIDE LAAX app reaches 55,000 downloads since November 2016 and has generated 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 meet the needs of their digitally active guests.
The third construction phase of the rocksresort starts. The third phase comprises a total of three houses with 300 new beds. In the first stage, House K is built, which will be ready for occupancy at the beginning of the 2018/2019 winter season.
In August 2016 the Greenstyle Foundation is founded. In 2010 the environmental and energy concept “Greenstyle” was launched by the Weisse Arena Gruppe. With the additional foundation, the possibility is created to implement the aspirations and goals of Greenstyle regionally outside of the Weisse Arena Gruppe. It suggests that entrepreneurial action should always be in harmony with natural resources and their sustainable use.
The third version of the INSIDE LAAX App is launched and offers new features such as the “My Story” loyalty program which helps build user engagement through gamification and user centrification.
The new 10-person gondola lift from Alp Sogn Martin to La Siala is put into operation. The new gondola replaces the 3-seater chairlift of the same name built in 1982 and is about one kilometer longer.
The largest permanently operated halfpipe in the world is opened in LAAX. The so-called superpipe on Crap Sogn Gion sets a new standard with a total length of 200 meters and a height of 6.90 meters, thus exceeding the Olympic norm. With the expansion of the halfpipe, LAAX is now the national training base of the Swiss-Ski Association for freeskiers and snowboard freestylers.
The new pro-kicker-line in the NoName snowpark on Crap Sogn Gion is finished. During the summer, earth displacements were carried out in the snowpark, thus creating the basis for four new jumps in the pro-kicker-line. The result of these earth displacements is that artificial snow is already being made early in the winter season and the kickers can be built. This saves a large amount of water and hours in snow grooming, which has a direct effect on the CO2 balance of the winter resort.
50 years ago, the St. John’s Stone, the 2,252 metre high Crap Sogn Gion, was opened up with the first mountain ropeway in the Flims Laax Falera region. Since then it has been the central starting point and a popular destination for winter sports enthusiasts and summer guests alike. To mark this occasion, the Weisse Arena Gruppe celebrates its 50th anniversary with its guests, partners and friends on 15 December 2012.
On the occasion of “50 Years of Crap Sogn Gion” the Weisse Arena Gruppe publishes the anniversary book “Der Berg ruft. Wir auch.”. In cooperation with more than 20 authors, the anniversary book reflects the economic and technical history of the conquest of the mountain and focuses primarily on life on and around the mountain, which is accompanied by impressive pictures.
Two new 6-seater chairlifts will be 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 rotate 45 degrees when leaving the bottom station, thus offering guests a magnificent view of the surrounding mountains.
The construction of the 6-seater chairlift Alp Dado – Crest la Siala starts during the first phase of the “Revolution on the Mountain”.
The DMO contract is signed, according to which the Weisse Arena Gruppe is responsible for the year-round marketing of the destination Flims Laax Falera from the beginning of the 2011/12 financial year. This constellation is innovative and unique in the Alpine region.
The Freestyle Academy, Europe’s first indoor freestyle hall, is opened. An attractive, all-year-round and weather-independent leisure offer for the strategically important target groups families and young freestylers.
The eighth cube of the rocksresort is completed. The resort at the valley station in Laax Murschetg now comprises 122 apartments with a total of 587 beds.
The Laax – Crap Sogn Gion cable car is modernized and the transport capacity is increased by 20%. The Arena Express gondola lift from Flims is also experiencing an increase in capacity.
The rocksresort at the valley station in Laax Murschetg is officially opened. The resort consists of seven cubes, which, in addition to 4-, 6- and 8-bed apartments, house various stores, 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 cubes of the rocksresort at the valley station in Laax Murschetg are finished and bookable for 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.
The construction of the rocksresort at the valley station in Laax Murschetg starts.
The snowmaking infrastructure of the LAAX winter sports resort is being expanded. The ski run from Nagens to Flims can now be snowed in. This means that LAAX now offers four valley runs with guaranteed snow.
A new marketing concept for the destination Flims Laax Falera is being developed in cooperation with Flims Laax Falera Management AG. With the new two-brand strategy, the winter offer is positioned all year round under the LAAX brand and the summer offer under the Flims brand.
The first heatable 6-seater chairlift in Switzerland enters operation on the Scansinas to Mutta Rodunda route.
The Burton European Open, Europe’s most important snowboard event, is taking place for the first time in LAAX. From 2016, the event takes place under the name “LAAX OPEN”.
The Riders Palace, the first design hotel in the Alps, is opened. The Riders Palace (II. Edition) addresses a young, freestyle enthusiastic audience with 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 in the basement.
The Alpenarena Club (now SkiDirect) is the first bonus programme offered by a Swiss holiday destination. Guests collect bonus points in Flims Laax Falera which they are able to exchange for attractive rewards.
Alpenarena.ch AG (later Flims Laax Falera Management AG) takes over the tasks of the disbanded Flims Laax Falera tourist office – an important step in the formation of the destination.
For the first time winter holidays can be booked directly inline on laax.com. With this innovative Internet presence, the Weisse Arena Gruppe is setting a trend in the tourism industry.
The Arena Express cable car (Flims – Plaun – Nagens), one of the largest investment projects in the Swiss canton of Graubünden, enters operation.
The tourist boards of the communities of Flims, Laax and Falera are merged into one tourism organization. This is considered the basis for the formation of a single destination.
The Weisse Arena Gruppe is the result of the merger of the Crap Sogn Gion ropeways with the Flims ropeways. This is the beginning of the development from a mountain ropeway company to a successful, integrated provider of alpine experiences.
The first three New Technology Centers (NTC) are opened. The possibility of renting, buying or testing winter sports equipment on site simplifies the holiday experience. Today, the rental stations LAAX Rental, Burton Store and OutdoorBox offer an extensive range of ski, snowboard and mountainbike equipment.