Arosa / Lenzerheide: Second Successful Season For The Bike Kingdom
The second official bike season in the Bike Kingdom ended on October 2021. The hotel industry in the Lenzerheide holiday region is once again talking about a peak summer - in some cases the numbers are even higher than in the corona-related record summer 2020. Despite the rainy summer, Bergbahnen Arosa Lenzerheide only recorded a slight decrease of 8 percent compared to the record summer of the previous year. In addition, there are satisfied bike shops with high sales as well as bike schools that are expanding their range from year to year due to the high demand. The Bike Kingdom is a success story.
What was still attributed to the corona-related bike boom and closed Swiss national borders in the first season in summer 2020 was repeated in summer 2021: the success story of Bike Kingdom. Despite mostly open borders and alternative offers to mountain biking, the Bike Kingdom was again a popular holiday destination - especially for sporty couples and families with children. With the UCI Mountain Bike World Cup as the event highlight of the season, there was also a lot going on from an event point of view, plus various smaller events such as the Bike Kingdom Kids Cup, the Bike Kingdom Feast or the testRIDE. The Bike Kingdom was also recently the scene of “Neverresting”, an e-bike race between Nino Schurter and Claudio Caluori, where money was raised for Pump for Peace as part of a fundraising campaign.
First season with the new Bike Kingdom Ambassador Nino Schurter
Nino Schurter - Olympic champion, world champion and overall world cup winner - and the Bike Kingdom teamed up in the 2021 bike season: As a new ambassador, Nino Schurter presented the Bike Kingdom from its best side and encouraged not only a professional, but also father and son to mountain biking in the kingdom. Together with the presenting partner ÖKK, four videos - the “Ninos Kingdom Class by ÖKK” - were shot in which Nino Schurter explores the Bike Kingdom alone, with his daughter or with his father and at the same time offers tips and tricks for delivers the viewer. The videos had been viewed over 100,000 times by the end of the season and also inspired people far away from the bike community.
Goodies for hard-working bikers: thanks to the Bike Kingdom app
Almost a thousand bikers who registered on the Bike Kingdom app have accumulated more than eight million meters of descent in the past few months. In 17 tasks, so-called quests, prizes worth more than CHF 10,000 could be found. The lucky winner was able to pick up the main prize, a new mountain bike from Mondraker, on the last day of the season in Lenzerheide. She has only been on the bike since 2020, making the 666th ride on the new “The Great White” trail, thus securing the main trip.
Marketing Excellence Award 21: Bike Kingdom wins "Marketing Oscar"
The Marketing Excellence Award is presented by the Swiss Marketing Forum (SMF) as part of the Marketing Day, the most important event in the Swiss marketing industry. The award recognizes exceptional achievements in marketing, whereby a high degree of innovation, consistent implementation and the best results are required. The Bike Kingdom secured the award in the category of small and medium-sized enterprises and thus sets a milestone on a national level.
Biking continues within the framework of the November high - as far as possible
As long as the trails and tours in the Bike Kingdom are snow-free, it is still possible to ride them. The Bike Kingdom Park and the transport facilities on the Rothorn in Lenzerhiede and on the Weisshorn in Arosa will also remain open on weekends during the November high. The Alpenbikepark Chur will start its last operating weekend from October 30th to November 1st, 2021.
Outlook for the bike season 2022
In summer 2022, the Bike Kingdom Park in Lenzerheide will celebrate its 10th anniversary. For this reason, in the high season from July 2 to August 14, 2022, daily evening operations will take place until 9 p.m. and additional musical events will take place in the park. In order to also meet the continuously high demand in the Bike Kingdom Park and to reduce waiting times for pedestrians and bikers on peak days, Lenzerheide Bergbahnen AG will invest over CHF 0.5 million for the summer of 2022 to increase the capacity of the Rothorn 1 gondola to Scharmoin to increase by 20 percent.
Unbundling in "Bear Mountains" in Arosa: In order to give bikers and hikers around the existing bottleneck at Schwellisee more air, the hiking trail and the bike trail were completely unbundled this summer. This structural measure has advantages for both route users. In the future, bikers will be able to ride from the Parpaner Rothorn via the trails “The Dark Side of the Moon” and the “Älplisee Trail” to the “Hörnli Trail” on a completely unbundled route.
