Guest report at TMC Bruneck
Consolidation of ski arenas – a model for the future?
On November 7th 2016 the Tourism Management Club (TMC) of the Free University of Bozen has organised a well frequented podium regarding merger activities of ski arenas to even bigger ski worlds. Roland Zegg acted as a guest lecturer at the Raiffeisen Forum Bruneck and disclosed facts and issues regarding this topic.
With the consolidation within the ski arena of Zermatt in 2002, Roland Zegg showed the long term effects of such mergers. After the consolidation of the mountain railways under the new brand “Zermatt Bergbahnen” a lot of positive changes were reported. Not only the renewal of the infrastructure took place but also the amount of overnight stays in Zermatt significantly increased in summer as well as in winter. In contrast, the most alpine destinations in Switzerland had decreasing amounts of overnight stays during this time.
Roland Zegg set an interesting counterpoint to the topic of the night with his statement „size is not everything“. With impressive examples of Kals-Matrei, Kühtai and Mutterer Alm (all Austria) or Brunnibahn (Switzerland) he verified his statement. Because these destinations operate in strictly defined segments, they were able to generate high rates of growth and increasing amounts of overnight stays.
In the eyes of Roland Zegg the merger of ski arenas is a possible solution with good future prospects. As a matter of fact, the success itself depends always on the parameters of strategy, financing and particularly the guest potential.