Schladming Ski Opening With Robbie Williams Generated Millions In Added Value
The brilliant Ski Opening Schladming-Dachstein with two appearances by world star Robbie Williams at the start of this year's winter on December 7th and 8th was an overwhelming success not only in terms of tourism, but also economically .
- Mega concerts in the Planai target stadium generated a demand impulse of 17.5 million euros and added value of 10.3 million euros throughout Austria
- In addition to numerous overnight stays generated a high international advertising value
According to an analysis by the Vienna Economixs Institute, this can now also be measured in concrete numbers: The two concerts with a total of around 25,000 fans in the target stadium of Schladminger Planai resulted in added value of 10.3 million euros and a demand impulse of 17.5 million euros for the economy throughout Austria. Enormous international advertising value The Schladming-Dachstein Tourism Association recorded a total of around 36,600 overnight stays in the Styrian holiday region for the concert weekend alone. “For us, with one of the strongest December 8ths to date, it was an absolutely fantastic start to the winter of 2023/24,” emphasizes Mathias Schattleitner, Managing Director at TVB Schladming-Dachstein. “The two appearances also gave our region sensational international media exposure. According to an analysis by the company United Synergies, the ski opening with Robbie Williams achieved an advertising value of almost four million euros.” “Decision was spot on” TVB chairman Andreas Keinprecht is also extremely satisfied: “The decision to start the Ski Opening again in a big way after a three-year break in collaboration with the Schladminger 4-Berge-Skischaukel and the Leutgeb Entertainment Group turned out to be a good one spot on. In total, direct impulses and the various economic cycles starting from the Ski Opening in Styria alone generated value creation of around 7.9 million euros and a direct impulse of 11 million euros for our regional companies.”
“Styria has a long tradition of hosting major international events. These events are an important pillar for our domestic tourism. They not only bring us invaluable advertising at home and abroad, but also create enormous added value. The ski opening with the two unforgettable concerts by Robbie Williams was a huge success in this respect, as the figures from the study impressively demonstrate,” said State Councilor for Economic Affairs and Tourism Barbara Eibinger-Miedl.
The public sector also benefits, many jobs were created.
The increased production level resulting from the Ski Opening Schladming-Dachstein has also led to significant additional income for the local authorities. The analysis by the Economixs Institute calculates a total of around 2.2 million euros in taxes and fees paid from tourist activities in the region around the ski opening. Equally gratifying: In addition to the around 150 jobs in areas such as stage technology, security and event organization that were awarded directly for the implementation of the event, an additional 116 jobs (full-time equivalents) were also created on an annual basis throughout Austria. www.schladming-dachstein.at
Klaus Hofstätter (Hauser Kaibling Bergbahnen): "It's great that we achieved our goals with the joint ski opening: We were able to attract many guests to the Schladming-Dachstein region for the start of the winter and gain both national and international attention thanks to the appearance of a world star ", says Hauser Kaibling Managing Director Klaus Hofstätter.
Georg Bliem (Planai-Hochwurzen-Bahnen): “Music, snow and skiing are the ideal ingredients for a successful ski opening. The two concerts with world star Robbie Williams at the beginning of December 2023 as part of the Ski Opening of the Schladming-Dachstein region enchanted a total of 25,000 fans in the stadium. This study now makes it clear that such major events not only provide entertainment, but also generate economic benefits for the region and beyond.”
Daniel Berchthaller (Reiteralm Bergbahnen): “Starting the winter with superstar Robbie Williams was an outstanding, unique and emotional experience and offer for our guests. We can now look back on a very successful Ski Opening, confirmed by the value creation study - the positive effects of this major event will be felt for a long time. We are looking forward to further future highlights in the Schladming-Dachstein region with great anticipation and commitment.”
