The business model of Weisse Arena Gruppe is unique in the alpine region

Mountain Bike Mood Bild Weiße Arena Gruppe Investment Partner

The business model of the Weisse Arena Gruppe with its five wholly owned subsidiary companies and numerous brands is unique in the Alpine region. Simplicity and service quality for 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.

1

snowboarding, ski and bike school

2

halfpipes

5

snow parks

6

accommodations

7

sports and rental shops

28

lifts

32

bars and restaurants

224

kilometres of pistes

250

kilometres of hiking trails

330

kilometres of bike trails

400

employees in summer

1100

employees in winter

Subsidiary companies

Weisse Arena Bergbahnen AG

With around 250 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 224 kilometres of pistes, in four snow parks 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 sports: around 400 instructors at the LAAX School, 350 of them in winter and 50 in summer, 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 offers a exciting playground on 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.

Brand strategy

The Weisse Arena Gruppe markets the tourist offer of the destination Flims Laax Falera all 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.