Bergbahnen Sorenberg: Project "New Horizon" For A Successful Future
With the "New Horizon" project, Bergbahnen Sörenberg AG is starting its strategic realignment for a successful future. The last two unsatisfactory winters were the trigger for starting the concentration process and the associated realignment under the motto "Joining forces" from the coming winter season.
Bergbahnen Sörenberg AG (BBS) is one of the three leading ski areas in central Switzerland and is considered the most important ski area in the canton of Lucerne and the driving force for the entire Entlebuch region. The high dependence on snow sports and the two unsatisfactory winter seasons due to global warming, the development of energy prices and the significant increase in interest rates present BBS with financial challenges. In addition, the successfully implemented major project "Rothorn Retrofit" with an investment of more than CHF 22 million is exacerbating the tense situation.
With the "New Horizon" project, the Board of Directors and Management developed a strategy adjustment under the motto "Joining forces" after intensive analysis. The focus is on a concentration process with a simultaneous forward strategy and strengthening of core elements and potential. In the short term, this means focusing winter operations on the Sörenberg Dorf, Schwand and Brienzer Rothorn ski areas. In addition, we have made targeted concept changes in our five own catering establishments in order to respond even better to the current and future guest structure. The Board of Directors has also decided to return to the fixed price system. The very warm winter combined with the low altitude made the advance sale of day tickets very difficult, as the offer could not always be guaranteed. The sale of annual tickets at attractive prices will start in summer 2024.
The new summit restaurant, including the "Top of Biosphere" production, was successfully opened on July 6, 2024. The new lighthouse on the Rothorn is intended to appeal to existing and new guests. The gastronomic focus is on local products and Swissness. New event formats and the retention of high-demand events are expected to increase visitor numbers and thus strengthen the summer.
The Brienzer Rothorn, the "Top of the Biosphere" and the highest mountain in Lucerne, offers a magnificent nature experience of international quality. The Rossweid hub with the well-known Mooraculum adventure park allows children and families to get closer to nature in a playful way. In winter, a skiing experience with excellent slopes, a manageable size and personal catering is offered, an ideal excursion destination for young and old. The summer-winter ratio is being gradually improved and the cooperation with the Brienz Rothorn Bahn is to be further strengthened in order to make the best possible use of shared synergies and make round trips more attractive. Immediate compensation for winter business with strong summer business at the push of a button is unrealistic.
According to the 10-point vision program of the tourism industry, the municipality of Flühli and the UNESCO Biosphere Entlebuch, the promotion of hotel investments is a top priority. Three strong investors have recognized this need and have already implemented projects.
The Board of Directors is convinced that the new strategic direction will take the right steps to ensure a successful turnaround of the company in the long term. The discussions so far with our financial partners and other stakeholders have been very positive.
