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 />
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