Thousands of skiers converge on Tarentaise to hit the first slopes this weekend. Decorated streets, DJ sets, equipment tests, sporting events… The stations take care of this event that sets the tone for the season.
Crepes, mulled wine or raclette? In the mountains in winter, the satisfaction index is often indexed on calories, and on this Saturday of the “Grande Première”, in Val Thorens, and the “Opening”, in Tignes, the two Savoyard resorts inaugurate in a festive spirit ski season which will end at the beginning of May, focusing on events and multiple activities. Without forgetting the prices considered very affordable at these altitudes above 2000 metres.
“We are opening about 50% of the ski area in good conditions and under the sun,” presents Vincent Lalanne, director of the tourist office of Val Thorens hit last week by a accident cable car which injured eight people, two of them seriously, but without consequences for the opening. The highest station of 3-Valleys which stands at 2,300 metres, has been bringing together socio-professional operators for months to guarantee thousands of weekend or three-day holidaymakers the possibility of finding hotels and spas, restaurants, bars and shops or equipment rental companies open. A few days ago, 40 to 80 cm of fresh snow fell just in time to guarantee skiing and offer holidaymakers the expected scenery of the meringue peaks.
«Image question»
The Savoyard spot has sold more than 8,000 packs designed specifically for the opening and marketed since mid-September. “We want to offer attractive pricesclaims Vincent Lalanne, we find stays starting from €178 per person for two nights including accommodation, ski pass and free equipment test ». Particularly competitive prices compared to price of packages in high season for example, which have increased on average by more than 4% in the French regions this year.
«The opening of the station is also a question of image, it is important to give confidence, to launch the dynamics of the season, to demonstrate that it is happening with us and to communicate our news »claims the manager, who also bets on the “Club Val Tho” loyalty program which brings together 48,000 members offering them advantages. Or on its powerful social networks, capable of mobilizing followers to repeat success in the competition best resort in the world. Last year, the Belleville Valley resort welcomed more than 3,000 skiers to the slopes a day on Saturday, and the same number on Sunday.
French and local customers
The “test village” in Val Thorens, this Saturday. Around fifty brands of equipment offer tests, activities, etc. free.
Florent Maillet/Le Figaro
“The challenge is above all to launch the season, refine the teams, set up the events”reports Frédéric Porte, general manager of Tignes Développement, which manages the activity of the nearby Tarentaise station. For three years, due to climate change, Tignes has no longer opened the slopes of its glacier on All Saints’ Day. The opening is immediately scheduled for November and here too the prices are particularly accessible, at 30 euros for a daily pass for around fifteen slopes and facilities open around the lake (2100 m). A festive atmosphere, parties and DJs cheer up the weekend, while an unlikely and fun race on snowy slopes called “Yeti Race” cheers up Sunday. Every day, 2,000 to 3,000 people are expected.
What is the profile of these first snow holidaymakers? In Val Thorens, 80% of customers are French, only 20% foreign, a percentage that is usually the opposite. Instead of the English, it is the Rhône-Alpes that we meet while zigzagging on the slopes or strolling through the colorful streets of the town. “I usually ski in La Clusaz, I came to try the equipment of the snowboard brand I like for free”confides Aurélien, 37 years old, Haute-Savoyard, crossed in the village of Marca located not far from the snow front. Ski enthusiasts are largely the majority, but these festive openings widen the circle a bit.
“It makes you want to”
« I have a lesson for 3 beginners this Saturday afternoon »observes Nicolas Sogne, ESF instructor at the station. For Wiam (25 years old) and César (22 years old), in civilian clothes, no skiing this weekend. César wants to introduce the atmosphere of the snow-capped mountains to his partner, who grew up in Le Mans and has never worn spatulas. “It’s a great atmosphere, very family friendly, makes you want to do it”the young woman is enthusiastic, convinced by her partner to come on holiday to “ValTho” this winter.
If the booking forecasts are so far quite positive for the French areas (+5% of bookings in December, a historic January expected according to the association of mountain mayors) especially in the high altitude areas, the success will not be measured only by the number of open slopes. “Events have become very important to attract people, like these open days”analyzes Julie Heraud, subject matter specialist at FTC Consulting. “All localities are aware of this, and not just the medium-altitude areas which, more than large localities, can also count on a rich heritage and a village dimension..
According to her “The decline in skiers must be compensated by meetings and activities that bring other populations, even in winter. Hosting large snow sports competitions is necessary, this guarantees the brand image of the resorts and skiing finances the development of the mountain. But in a family of 4, if 2 ski, you have to keep the others busy.”
Music and cinema
The main localities are accelerating this transformation to highlight their religious heritage, museums, concerts or the multiple activities in the immense sports centers during the winter opening and, now, throughout the year. But the turning point takes a long time, recalls François Badjily, director of the Tourism Office Alpe d’Huez which will open its slopes next weekend. “Beyond sport, we have managed to position Alpe d’Huez on an axis of culture and humor that offers something else to customers”contextualizes the coach, who this winter passes the baton to Sébastien Mérignargues, from Avoriaz. “People are skiing for less time, even expert skiers, it’s also this other thing that will make a difference.”
In addition to the vast ice rink, a sports center offering 17 activities or a history and archeology museum, the Isère resort has established itself in the cinema scene, with the comedy film festival which attracts stars and protagonists and will celebrate the its 28th editionAnd edition next January. Electronic music festival Tomorrowland will once again host an off-peak period for skiing from March 15-22, 2025.