The business model of the Weisse Arena Gruppe, with six wholly owned subsidiary companies and numerous brands, is unique in the Alpine region. Simplicity and service quality for our guests are always at the heart of everything we do. That is why we offer them everything they need for their holidays from a single source.
The six subsidiary companies
Weisse Arena Bergbahnen AG
With up to 270 employees, Weisse Arena Bergbahnen AG ensures an unforgettable day on the mountain. They operate 28 lifts, which transport over 20,000 guests on peak days. The piste preparation ensures the best conditions on 214 kilometres of pistes, in five snowparks and two halfpipes. Furthermore, the departments of snowmaking, piste rescue, lift ticket sales and infrastructure are part of the Weisse Arena Bergbahnen AG.
Weisse Arena Hospitality AG
In a total of 32 restaurants and bars, 340 employees take care of the well-being of our guests with the highest quality of service and a great deal of commitment. A wide selection of restaurants, bars and cafés can be found both on the mountain and in the valley. Swiss specialities, crispy pizzas, Asian delicacies or Gault Millau award-winning creations cater to every taste.
Six accommodations of the Weisse Arena Hospitality AG combine design, sustainability, simplicity and proximity to the lifts. These include the rocksresort, the signinahotel, the Riders Hotel and the mountain hostels Crap Sogn Gion, Nagens and the Segneshütte. Around 160 employees make every stay an unforgettable experience. Whether it is a trendy lifestyle hotel or a cosy family flat: the individuality of the respective accommodations makes all guests feel welcome.
Weisse Arena Leisure AG
With comprehensive service and expert advice, up to 40 employees enable pure snow pleasure for everyone at peak times. In a total of seven sports and rental shops – five in the valley and two on the mountain – snowboarders, skiers and bikers can test, rent and buy the latest equipment from top brands. The shops include the LAAX Rental Flims, Laax and Falera, the Burton Store and the OutdoorBox in Laax as well as the two test centres in Plaun and on Crap Sogn Gion.
Mountain Adventures AG
The employees of Mountain Adventures AG have a lot of experience, but above all they are passionate about outdoor sports: up to 500 instructors at the LAAX School make a day on the mountain a special experience – whether on snowboards, skis or mountainbikes. And if the weather does not play along, the Freestyle Academy and KIDS Freestyle Academy offer an exciting playground, each on over 1,200 square metres. In numerous courses and camps, budding freestylers learn tricks and stunts in a safe environment before heading off to the snow or skate parks. The youngest guests get to explore nature in the Ami Sabi Wonderland and learn about the local flora and fauna with the wizard of the forest Ami Sabi.
Mountain Vision AG
As a management company, Mountain Vision AG provides services for all operating companies of the Weisse Arena Gruppe and, in part, also for external companies. With 65 employees, it covers the departments of marketing and communication, events, revenue and reservations, sales and MICE, guest care, HR management, accounting and controlling, environmental management (Greenstyle) and administration.
Startgels AG
Startgels AG owns the two restaurants Grandis in Laax-Murschetg and Restaurant Startgels in Startgels in Flims with up to 30 employees in total. The Grandis restaurant is run by the host Milan Pampetrics and his team. In addition to an exclusive vinotheque with a generous selection of wines from all over the world, it offers 50 indoor and 20 outdoor seats. The Startgels restaurant is run by the host Christian Kaiser and his team. It offers 70 indoor and 80 outdoor seats. There are also two rooms available for overnight stays.
Brands
Brand strategy
The Weisse Arena Gruppe markets the tourist offer of the destination Flims Laax Falera year-round under the two brands Flims and LAAX. The Flims brand stands for hiking, culture and nature and is perceived as “quiet”. LAAX, on the other hand, stands for action, adventure and community and is associated with “loud”. This strategy reflects the tradition and history of the multifaceted destination Flims Laax Falera and uses authentic brand names that relate to the region.
The destination Flims Laax Falera originally emerged from summer tourism, with the focus on Flims and Lake Cauma. Later, the region developed into a top winter destination, with LAAX and the Crap Sogn Gion forming the centre. With regard to the increasing year-round tourism, the destination offers a variety of offers to different target groups – whether in winter or summer. In this way, the destination’s potential is fully exploited.
This is where the new brand strategy, which was implemented in spring 2019, comes in. It uses the strengths of the two brands Flims and LAAX throughout the year. Different types of guests will find season-independent products and offers in the destination of Flims Laax Falera that meet their individual expectations and needs. With the help of the new brand strategy, it is possible to meet these needs and build two strong brands with a clear profile.