The Weisse Arena Group was formed in 1996 through the merger of the Crap Sogn Gion mountain railways in Laax and the Flims mountain railways in Flims. Learn more about the history and milestones of the company.
Rocksresort: Two new buildings in operation
In 2025, the fourth construction phase of the rocksresort will be completed. With the new buildings M and L, the resort will grow to a total of 13 buildings with 248 apartments. The modern accommodations fit seamlessly into the existing design concept and expand the range of options for families, groups, and long-stayguests. More info
LAAX app reaches new milestone
The LAAX app (formerly INSIDE LAAX App) is the central digital companion for guests. With over 602,000 downloads by 2025, the app has proven its high relevance in the areas of ticketing, navigation, events, gastronomy, and sustainability.
FlemXpress: Commissioning of sections 3 and 4
In December 2024, two more sections of the FlemXpress will go into operation. With the globally unique ropetaxitechnology, guests can now comfortably reach Segnes and on to Nagens Sura. This simplifies access tothe UNESCO World Heritage Site Tectonic Arena Sardona.
Opening of the new Freestyle Academy in Laax Murschetg
After 12 years of operation, the original hall will be completely demolished and rebuilt: opening in Laax in August 2024 Murschetg will open in Laax, covering an area of around 2,000 square meters. The new hall will offer modern training facilities for freestyleathletes of all levels and continues LAAX's pioneering role in indoor sports. More info
Commissioning of the first two sections of the FlemXpress
The new FlemXpress gondola lift will start operating in December 2023 with the opening of the first two sections. The lift, which features technology that is unique worldwide, will transport guests from Flims to Foppa and on to Startgels. The three additional 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 provided the impetus for the book and the decision to share experiences and visions with employees, residents, guests, and anyone else who is interested. The book summarizes projects, goals, and visions on the topic of sustainability for the first time and is intended to serve as a guide for greater sustainability. More info
KIDS Freestyle Academy
The new KIDS Freestyle Academy will open at STENNA Flims in January 2023. Covering around 1,000 square meters, the new hall will feature trampolines, airbags, slides, and wooden waves in an imaginative, child-friendly environment. The unique indoor playground for children aged 0–8 offers all this and more. More info
Free60 Natural Snow Park
The LAAX winter sports resort is opening a new, fifth snow park: the "Free60" Natural Snow Park. The special feature of the park, located between Crap Sogn Gion and Plaun, is that the elements are located on unprepared terrain, made of wood, and covered with snow. The initiators were inspired by the "Natural Selection Tour" of American snowboarder Travis Rice. More info
Freestyle Academy Circus Tent
After almost 12 successful years, the legendary Freestyle Academy in Laax Murschetg is closing its doors, being demolished, and completely rebuilt by spring 2024. As a temporary measure, the freestyle hall at the Prau la Selva sports center in Flims will be set up in a huge tent belonging to the Knie Circus. More info
Expansion of the rocksresort
The tenth and eleventh cubes of the rocksresort are being completed. In addition, a new underground car park with around 179 parking spaces spread over three floors is being inaugurated.
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 will now order online and have their food served at their table. There will be no more queuing at buffets and cash registers. Digital tools, such as the destination's own INSIDE LAAX app, make the new process possible. LAAX is also delighted to be significantly reducing single-use tableware with immediate effect and offering guests reusable solutions from the Swiss company "reCIRCLE."
Launch of the Mountain Autumn Festival
Following a successful spring season, the Weisse Arena Group and the Flims Laax Falera destination are bidding farewell to the second off-season and embarking on their first autumn season. A continuous range of tourist services, including rail operations, will enable a seamless transition from summer to winter for the first time. More info
Opening of the treetop walk
The "Senda dil Dragun," the longest treetop walkway in the world, will open on July 11, 2021. Stretching 1.56 kilometers and reaching heights of between two and 28 meters, it offers a unique nature experience for the whole family. From fall 2022, augmented reality will be used to accompany visitors of all ages along the trail with images and stories. More info
Launch of the Mountain Spring Festival
The Weisse Arena Group and the Flims Laax Falera destination are bidding farewell to the mid-season and welcoming the first mountain spring. Immediately after the winter season, the destination offers its guests special deals and activities during the time of year when mountain tourism is traditionally interrupted. More info
Introduction of "LAAX Delivery"
LAAX now delivers food directly to your home with the "Gost Kitchen" delivery service, available via the INSIDE LAAX app. From pizza and burgers to Graubünden specialties and crispy chicken, everything is included.
The Last Day Pass
LAAX is working with the agency "Serviceplan" to develop the "Last Day Pass": a wooden keycard manufactured by ENLAIN in Laax. The proceeds from the sale of each wooden pass enable certified compensation of 1,000 kg of CO2, thereby pushing back the last day on the glacier by ten minutes. In addition, the Greenstyle Foundation is using the proceeds to plant trees on Crap Sogn Gion. The pass itself has purely symbolic significance and does not count as a lift ticket. However, a lift ticket can be purchased separately and loaded onto the wooden pass. More info
Mobile ordering
The mobile ordering function of the INSIDE LAAX app has been expanded to include a delivery service. In response to the lockdown, food from selected restaurants can now be ordered for home delivery.
Opening of GALAAXY Park
GALAAXY Park on Crap Sogn Gion is now open. At 2,252 meters above sea level, visitors can now enjoy freestyle activities 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 opening for mountain bikers. It is the first trail in the world to be built using 100% renewable energy in collaboration with Velosolutions. From excavators to chainsaws, all equipment was powered by electricity. More info
LAAX OPEN Halfpipe Finals held at night for the first time
For the first time, the LAAX OPEN halfpipe finals will take place in the evening in the illuminated superpipe.
New Flims/LAAX brand strategy
The new year-round brand strategy is being established. Until now, the Flims Laax Falera destination has been marketed under Flims in summer and under LAAX in winter. From now on, all of the destination's offers and products will be assigned to both brands and marketed year-round.
Relaunch of the INSIDE LAAX app
Following its relaunch, the INSIDE LAAX app has a new look and additional features.
Freestyle Academy makeover
The Freestyle Academy is getting a makeover. The upgrade will offer visitors a new parkour course, two Fivesquare trampolines, several skate ramps, and a vert ramp. More info
Introduction of the "Kitro" food waste management tool at the Riders Hotel
In the restaurant of the Riders Hotel, LAAX is declaring war on food waste with the food waste 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 exclusively vegetarian dishes.
Opening of the new restaurant "ella"
Weisse Arena Gastro AG is expanding: on December 1, 2018, the Ella restaurant will open in STENNA Flims.
First 5G network in a ski resort
World premiere: Sunrise launches the world's first standardized 5G network in a winter sports resort in LAAX on Crap Sogn Gion at 2,252 meters above sea level.
Milestone for the INSIDE LAAX app
The INSIDE LAAX app has been downloaded 100,000 times since November 2016 and has generated over CHF 2.7 million in net sales for the Weisse Arena Group to date. In the long term, this digital service is intended to provide a basic platform that other destinations can also use to meet the needs of their digitally active guests.
Makeover of the Crap Sogn Gion mountain station
The Crap Sogn Gion mountain station at 2,252 meters above sea level is getting a makeover. The 50-year-old mountain railway station is being given an urban style and expanding its range of dining options. In addition, the urban open workspace called "The Bridge" is opening its doors on the upper floor of GALAAXY.
Start of the third construction phase of the rocksresort
The third construction phase of the rocksresort is beginning. This comprises a total of three buildings with around 300 new beds. The first step is the construction of Building K, which will be ready for occupancy at the start of the 2018/19 winter season.
Riders Palace becomes Riders Hotel
The former Riders Palace, now Riders Hotel, is reopening after almost a year of renovation work with a new concept. The former party hotel is now focusing on stylish minimalism and sustainability across all areas of hotel operations. 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 organization run by the Weisse Arena Group and committed companies and individuals from the Flims Laax Falera region. It institutionalizes the Greenstyle concept, which was launched in 2010. Its aim is to preserve and protect the region's unique environment.
Relaunch of the INSIDE LAAX app
The third version of the destination's own app is being launched and offers new features such as "My Story," which allows users to compare the number of kilometers they have skied with other skiers and receive rewards for their efforts.
Burton European Open becomes LAAX OPEN
The legendary snowboard contest format is now known as LAAX OPEN. LAAX is now the event organizer for this major event.
Commissioning of the La Siala gondola lift
The new 10-seater gondola lift from Alp Sogn Martin to La Siala is being put into operation. It replaces the 3-seater chairlift of the same name from 1982 and is around one kilometer longer. The Weisse Arena Group is selling the old chairs and donating the proceeds to "Energy without Borders," an aid project for earthquake victims in Nepal. More info
The world's largest halfpipe
Opening of the world's largest halfpipe. With the opening of the new superpipe, LAAX now has the largest halfpipe in permanent operation. Extended by 60 meters to a current length of 200 meters, the halfpipe exceeds the Olympic standard by 50 meters. With a height of 6.90 meters, 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
INSIDE LAAX is a web app that combines many useful features. Among other things, it offers guests unlimited Wi-Fi access throughout the ski area, provides information on daily visitor numbers, includes a PowderAlert for current snowfall amounts, and provides information on open facilities, slopes, and the weather.
Partnership with the Chinese ski resort "Genting Resort Secret Garden"
As a partner of the fledgling ski resort, LAAX is passing on its many years of successful expertise. In return, LAAX has the opportunity to get to know and understand the Chinese market, its customers, and their needs.
Premiere of "LAAX the Movie"
The first self-produced snowboard film achieved over 70,000 clicks on YouTube alone within the first year.
New Pro Kicker Line in the Snow Park
The new Pro Kicker Line in the Curnius Snow Park on Crap Sogn Gion is being completed. During the summer, earthworks were carried out in the snow park, creating the basis for four new jumps in the Pro Kicker Line. These earthworks mean that artificial snow can be produced early in the winter season and the kickers can be built. This saves a large amount of water and snow groomer hours, which has a direct impact on the winter resort's carbon footprint. More info
The revolution on the mountain continues
Two new six-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 valley station, giving guests a magnificent view of the mountains. More info
Launch of LAAX+ as the predecessor to today's INSIDE LAAX app
With the launch, dynamic lift ticket prices will be introduced. Prices will be continuously updated based on criteria such as demand, time period, and weather. At plus.laax.com, guests will always find the best deals on day lift tickets.
50 years of Crap Sogn Gion
Fifty years ago, the "Stone of St. John," the 2,252-meter-high Crap Sogn Gion, was made accessible by the first mountain railway in the Flims Laax Falera region. Since then, it has been the central starting point and a popular destination for winter sports enthusiasts as well as summer visitors. To mark the occasion, the Weisse Arena Group will celebrate its 50th anniversary with its guests, partners, and friends on December 15, 2012.
Publication of the book "Echos aus dem Randgebiet" (Echoes from the Periphery)
To mark the 50th anniversary of Crap Sogn Gion, the Weisse Arena Group is publishing an anniversary book entitled "Echos aus dem Randgebiet" (Echoes from the Periphery). Written in collaboration with over 20 authors, the anniversary book reflects on the economic and technological history of conquering the mountain, focusing in particular on life on and around the mountain, accompanied by impressive photographs.
Destination Management Organization (DMO) contract for WAG
The DMO agreement is signed, according to which the Weisse Arena Group will be responsible for the year-round marketing of the Flims Laax Falera destination 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 Alp Dado – Crest la Siala 6-seater chairlift will begin as part of the first phase of the "mountain revolution."
Modernization of the Laax–Crap Sogn Gion aerial tramway
The Laax–Crap Sogn Gion aerial cableway is being modernized and its transport capacity increased by 20%. The Arena Express gondola lift from Flims is also undergoing a capacity expansion.
The eighth cube of the rocksresort is being completed. The resort at the valley station in Laax Murschetg now comprises 122 apartments with a total of 587 beds.
Development and implementation of the Greenstyle concept
The "Greenstyle" environmental guidelines implement the sustainable use of natural resources in the corporate principles of the Weisse Arena Group. The goal: to protect nature, animals, and the climate. More information
Opening of the Freestyle Academy LAAX
The Freestyle Academy LAAX, Europe's first indoor freestyle hall, is opening. This creates an attractive, year-round, weather-independent leisure offering 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 opening. The resort comprises seven cubes, which house 4-, 6-, and 8-bed apartments as well as various shops, restaurants, and bars. More info
Partnership with "Miles & More"
LAAX is the first winter resort to become a partner of Miles & More, Europe's largest frequent flyer program.
Completion of first rocksresort cubes
The first three cubes of the rocksresort at the valley station in Laax Murschetg have been completed and are now available for guests to book.
Launch of LAAX Airport Shuttle
LAAX is the first Swiss winter resort to receive a license for a regular transport service to Zurich-Kloten Airport. Together with the existing airport shuttle to Friedrichshafen, LAAX is thus consolidating its international significance.
Start of construction at rocksresort
Construction begins on the rocksresort at the valley station in Laax Murschetg, one of the Weisse Arena Group's largest construction projects to date. Eight cubes will be built by 2009. They will house modern 4-, 6-, and 8-bed apartments as well as various shops and restaurants. As a member of DesignHotels™, the rocksresort impresses with its timeless architecture, unique interior design, regional materials, and a special lighting concept.
Expansion of snowmaking infrastructure
The snowmaking infrastructure of the LAAX winter sports area is being expanded. The slope from Nagens to Flims can now be covered with artificial snow. LAAX now offers four valley runs with guaranteed snow.
Two-brand strategy for Flims Laax Falera
A new marketing concept for the Flims Laax Falera destination is being developed in collaboration with Flims Laax Falera Management AG. With the two-brand strategy, the winter offering will now be positioned under the LAAX brand all year round, and the summer offering 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 snowboard event, will take place in LAAX for the first time.
Opening of the Riders Palace
The Riders Palace, the first design hotel in the Alps, is opening. With its modern design, sustainable construction, state-of-the-art multimedia technology in the rooms, and a huge concert venue with a capacity of up to 1,000 people in the basement, the Riders Palace (II. Edition) is aimed at a young, freestyle-loving audience.
Establishment of Alpenarena.ch AG
Alpenarena.ch AG (later Flims Laax Falera Management AG) takes over the responsibilities of the dissolved Flims Laax Falera tourist office—an important step in destination development.
First guest bonus program in Flims Laax Falera
The Alpenarena Club is the first bonus program offered by 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 vacations can be booked entirely online at laax.com. With its innovative website, the Weisse Arena Group is setting a trend in the tourism industry.
Merger of tourist associations
The tourist offices of the municipalities of Flims, Laax, and Falera are merging to form a single tourism organization. This will serve as the basis for the creation of a single destination.
Commissioning of the Arena Express
The Arena Express gondola lift (Flims – Plaun – Nagens), one of Graubünden's largest investment projects, goes into operation.
Merger of mountain railways
The Weisse Arena Group was formed from the merger of the Crap Sogn Gion mountain railways in Laax and the Flims mountain railways. Three years later, Weisse Arena Gastro AG was formed from the restaurant operations 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 financial year, the consistent implementation of the integrated service chain 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 apartment rentals, combined with the construction and maintenance of real estate. Weisse Arena AG holds a 70% stake in the AG.
Opening of three New Technology Centers (NTC)
The NTCs offer the opportunity to rent, buy, or test winter sports equipment on site. This makes guests' vacations much easier. The NTCs offer a wide range of state-of-the-art ski and snowboard equipment.
