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AMAgazine #3

What keeps us busy and where we want to go in the future. Take a look behind the scenes of AMA Stay, find insider tips about the Dolomites and inspiration for everything you love in the AMAgazine, published once a season.

What keeps us busy and where we want to go in the future. Take a look behind the scenes of AMA Stay, find insider tips about the Dolomites and inspiration for everything you love in the AMAgazine, published once a season.

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AMAGAZINE<br />

WINTER HIGHLIGHTS<br />

PLAN DE CORONES<br />

IN THE SPOTLIGHT<br />

FROM WORLD-CLASS SKI RACES<br />

TO CULTURAL TREASURES<br />

Over the past decades our beloved Plan de Corones has evolved from a hidden gem into a<br />

world-famous ski resort. Known for its diverse and well-prepared slopes, modern ski lifts and<br />

breathtaking landscape, it has retained its traditional and rustic South Tyrolean charm despite<br />

its international renown. Thanks to its state-of-the-art ski infrastructure and impressive 360-<br />

degree panoramic view, it attracts guests from all over the world. The Skirama Plan de Corones<br />

consortium, which today unites eleven companies under one roof, has played a significant role<br />

in this development. Following the construction of prominent cultural attractions such as the<br />

Lumen Museum and the Messner Mountain Museum Corones, this umbrella organisation has<br />

made a significant contribution towards further strengthening the overall image of the area.<br />

The upcoming 2024 Ski World Championships in January further highlight Plan de Corones’<br />

position as a top-class winter sports destination.<br />

THOMAS REITER<br />

DIRECTOR SKIRAMA KRONPLATZ I PLAN<br />

DE CORONES<br />

Thomas Reiter grew up here and has<br />

known Plan de Corones since an early<br />

age. He has played a significant part in<br />

the development of Plan de Corones since<br />

January 2021 in his role as director of<br />

Skirama Plan de Corones.<br />

Can you briefly explain Skirama Plan<br />

de Corones’ mission and what role the<br />

consortium plays in the development of<br />

Plan de Corones?<br />

The Skirama Plan de Corones consortium<br />

was founded 50 years ago with the<br />

aim of standardising the ticketing and<br />

pricing of Brunico, Valdoara and San<br />

Vigilio cable car companies making it<br />

simpler for guests whilst not taking away<br />

from their impressive mountain experience.<br />

Today, our umbrella organisation<br />

is also responsible for the marketing and<br />

communication for Plan de Corones. This<br />

area has grown significantly in the last<br />

10 years. Our job is to convey the legendary<br />

image of Plan de Corones to the<br />

world using a common voice. Our main<br />

way of achieving this is through the many<br />

international sports, music and gourmet<br />

events we organise here every year. We<br />

are proud to be organising the Audi FIS<br />

Ski World Cup for the sixth time on 30th<br />

January 2024 and have already received<br />

confirmation for 2025 and 2026. It goes<br />

without saying that such an event has a<br />

notable external impact.<br />

Another important pillar of our success<br />

story is our link to the world’s largest ski<br />

destination, Dolomiti Superski, which<br />

combines 12 ski areas in the Dolomites<br />

UNESCO World Heritage Site and offers<br />

endless skiing fun.<br />

How do you prepare for a World Cup?<br />

Skirama Plan de Corones is very well<br />

positioned in terms of marketing. We are<br />

able to cover many areas in-house from<br />

event marketing to social media as well<br />

as graphics & design and video production.<br />

Our organisational committee,<br />

which I am also a member of, has become<br />

very experienced in the World Cup and<br />

is always open to new ideas. After every<br />

race we carry out a potential analysis.<br />

From this we are able to determine how<br />

we can improve or where there are still<br />

development opportunities to be had.<br />

As soon as the FIS announces the race<br />

calendar, the organisation can begin! The<br />

stage construction is a very complex process<br />

and we start this at the beginning of<br />

December, followed by the lengthy piste<br />

preparation. Naturally, we have to guarantee<br />

the athletes the best conditions.<br />

What winter highlights do we have to<br />

look forward to besides the World Cup?<br />

What can you recommend to us?<br />

• 2 nd and 3 rd December 2023:<br />

Sportler Test Days with the latest<br />

winter sports fashion, equipment<br />

and accessories<br />

• 30 th January 2024: AUDI FIS Ski<br />

World Cup - women’s giant slalom<br />

on the Erta piste plus great entertainment<br />

programme<br />

• Mid-January to the end of March<br />

2024: Speck & Wine Emotion, tour<br />

with ski instructor including delicious<br />

tastings at 3 mountain huts<br />

• 18 th to 24 th March 2024: Plan de<br />

Corones Ski & Music Festival with<br />

hip street musicians, young talents<br />

and well-known bands from all over<br />

Europe as well as numerous live concerts<br />

in mountain huts, ski lifts and<br />

on the slopes<br />

• 11 th to 13 th April 2024: Italian Snow<br />

Volleyball Championship at the<br />

summit<br />

Im Rampenlicht. Der Kronplatz<br />

hat sich im Laufe<br />

der Jahrzehnte von einem<br />

versteckten Juwel zu einem<br />

weltbekannten Skigebiet<br />

entwickelt. Das Konsortium<br />

Skirama Kronplatz vereint unter<br />

anderem die drei Seilbahngesellschaften<br />

von Bruneck,<br />

Olang und St. Vigil unter einem<br />

Dach und trägt maßgeblich zur<br />

Entwicklung und zum Image<br />

des Skigebietes Kronplatz bei:<br />

durch eine moderne Skiinfrastruktur<br />

ebenso wie durch<br />

die Errichtung markanter<br />

kultureller Attraktionen wie<br />

dem Museum Lumen und dem<br />

Messner Mountain Museum<br />

Corones. Der Anschluss an die<br />

weltweit größte Skidestination<br />

Dolomiti Superski hat ebenso<br />

viel Strahlkraft wie der Audi<br />

FIS Ski World Cup. Die Vorbereitung<br />

auf den Ski-Weltcup<br />

beinhaltet detaillierte Planung,<br />

komplexe Organisation und<br />

perfekte Pistenpräparierung<br />

für die Athlet:innen. Neben dem<br />

Weltcup erwarten uns Winterhighlights<br />

wie die Sportler Test<br />

Days, Speck & Wine Emotion,<br />

Kronplatz Ski & Music Festival<br />

und die Italienmeisterschaft<br />

im Snow Volleyball. Thomas<br />

Reiter, Direktor des Skirama<br />

Kronplatz, unterstreicht die<br />

Bedeutung des gemeinsamen<br />

Marketings und internationaler<br />

Events, um den Kronplatz in die<br />

Welt zu tragen.<br />

DE<br />

Sotto i riflettori. Nel corso<br />

dei decenni Plan de Corones<br />

si è trasformato da gioiello<br />

nascosto a skiarea di fama<br />

mondiale. Il consorzio Skirama<br />

Plan de Corones unisce sotto<br />

lo stesso marchio, tra le altre,<br />

le tre società impiantistiche<br />

di Brunico, Valdaora e San<br />

Vigilio, contribuendo massicciamente<br />

allo sviluppo e all’image<br />

dell’intera area: con moderne<br />

infrastrutture sciistiche ma<br />

anche attraverso importanti<br />

attrazioni culturali, come il<br />

museo fotografico Lumen e il<br />

Messner Mountain Museum<br />

Corones. Oltre a far parte del<br />

Dolomiti Superski, il più grande<br />

carosello sciistico del mondo,<br />

Plan de Corones vanta un’altra<br />

cicca: l’Audi FIS Ski World Cup.<br />

Ospitare una gara di Coppa<br />

del Mondo di Sci è una sfida<br />

complessa che richiede una<br />

pianificazione puntigliosa e una<br />

preparazione a regola d’arte<br />

delle piste su cui si gareggerà.<br />

Alla world cup si aggiungono<br />

diversi eventi imperdibili: gli<br />

Sportler Test Days, Speck &<br />

Wine Emotion, il Kronplatz Ski<br />

& Music Festival e i campionati<br />

italiani di snow volley. Thomas<br />

Reiter, direttore di Skirama Plan<br />

de Corones, sottolinea l’importanza<br />

di un marketing congiunto<br />

e di eventi internazionali<br />

che portino Plan de Corones<br />

all’attenzione del mondo.<br />

IT<br />

See more event highlights<br />

11

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