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.
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.
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.
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”.
After the successful “Spring in the Mountains” initiative, the destination Flims Laax Falera also says goodbye to the second shoulder season and launches 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.
The world’s longest treetop walkway “Senda dil Dragun” opens om July 11, 2022. 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.
The destination Flims Laax Falera says goodbye to the shoulder season and starts 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 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.
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.
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.
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.
The Halfpipe Finals of the LAAX OPEN will take place for the first time in the evening in the illuminated superpipe.
The Freestyle Academy gets a make-over. The upgrade offers visitors a new parkour, two fivesquare trampolines, several skate ramps and a vert ramp.
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.
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.
After the relaunch, the INSIDE LAAX app appears in a new look and receives additional functions.
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.
Weisse Arena Gastro AG is growing: Restaurant Ella opens at STENNA Flims on 1 December 2018.
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.
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 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.
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.
The third construction phase 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.
Establishment of the Greenstyle Foundation. The foundation is a non-profit organisation of the Weissen Arena Gruppe as well as committed companies and people of the Flims Laax Falera region and institutionalises the Greenstyle concept launched in 2010. The aim is to preserve and protect the unique environment in the region.
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.
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.
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.
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.
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 theMovie “The first self-produced snowboard film reaches over 70,000 clicks on YouTube alone within the first year.
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.
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 ago, the `”Stone of St. John`”, the 2,252-metre-high Crap Sogn Gion, was made accessible by the first cable car 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 guests. To mark this occasion, the Weisse Arena Guppe will be celebrating its 50th anniversary with its guests, partners and friends on 15 December 2012.
To mark “50 years of Crap Sogn Gion”, the Weisse Arena Gruppe is publishing the anniversary book “Der Berg ruft. So do we”. In collaboration with over 20 authors, the anniversary book reflects the economic and technical history of the conquest of the mountain and focuses above all on life on and around the mountain, which is accompanied by impressive pictures.
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”.
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 beginning of the 2011/12 business year. This constellation is innovative and unique in the Alpine region.
The Freestyle Academy, Europe’s first indoor freestyle hall, opens. An attractive, year-round and weather-independent leisure offer for the strategically important target groups of families and young freestylers.
The eighth cube of the rocksresort is completed. The resort at the valley station in Laax Murschetg now comprises 122 flats with a total of 587 beds.
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.
The Greenstyle sustainability concept is created. The environmental guideline implements the sustainable use of natural resources in the company’s principles. The aim: to protect nature, animals and the climate.
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.
LAAX is the first winter resort to become a partner of Miles & More, the largest frequent flyer programme in Europe.
The first three cubes of the rocksresort at the valley station in Laax Murschetg are completed and bookable for guests.
LAAX is the first Swiss winter resort to receive a concession for a regular transport service to Zurich-Kloten Airport. Combined with the already existing airport shuttle to Friedrichshafen, LAAX thus consolidates its international importance.
A new marketing concept for the destination Flims Laax Falera is being developed in cooperation with Flims Laax Falera Management AG. With the two-brand strategy, the winter offer will now be positioned all year round under the LAAX brand and the summer offer under the Flims brand.
Switzerland’s first heatable 6-seater chairlift goes into operation on the route from Scansinas to Mutta Rodunda.
The Burton European Open, Europe’s most important snowboarding event, will take place in LAAX for the first time. From 2016, the event will take place under the name “LAAX OPEN”.
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.
The Alpenarena Club, now SkiDirect, 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.
Alpenarena.ch AG (later Flims Laax Falera Management AG) takes over the tasks of the dissolved Flims Laax Falera Tourist Office – an important step for the destination formation.
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.
The Arena Express gondola lift (Flims – Plaun – Nagens), one of the largest investment projects in Graubünden, goes into operation.
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.
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.
The first three New Technology Centers (NTC) are opened. The ability to rent, buy or test winter sports equipment on site simplifies the holiday experience. Today, the LAAX Rental, Burton Store and OutdoorBox rental stations offer a comprehensive range of ski, snowboard and mountain bike equipment.