REBRANDING MATTERS: Val Thorens United

"If you're not clear about where you want to position yourselves, 

others will do it for you"

Gregory Guzzot, Director of Val Thorens tourist office

Val Thorens has been thinking carefully about what it is all about, and where it wants to be.  The results is an ambitious rebrand.  Out with the old:

And in with the new: Val Thorens United:

Launched for the 2012/13 season

Gregory Guzzo sets out the thinking in this Skipedia interview, pointing out (i) that the ski industry is reaching maturity and (ii) that it is losing market share to other activities, as the world travel market develops.  

In thinking through what Val Tho was all about, they decided to move away from focusing on being "the biggest" or (in their case) the highest.  Their review included a survey of 5,000 recent visitors:

We didn’t want to define our resort in terms of one group over another.  

The survey showed that Val Thorens combines the best of skiing with the best atmosphere, and that gave us our message.

We are a melting pot of activities, emotions, lifestyles, pulled together by a team spirit.  

We are a unifying, united resort – Val Thorens United. 

Gregory Guzzo (Source: Skipedia)

You can read more about the background in this action plan (in French).  But the Slideshare presentation, given a couple of months ago at a tourism conference, is more accessible.  It's in French too, but in a sort of franglais-management-speak.  Val Thorens United is now a registered trade mark.

As www.valthorensguide.co.uk points out, some things can be lost in translation.   The la neige en couleurs slogan has been translated by the tourist office as "multi-coloured snow".  Ahem.

And the resort's marketing busy-ness does not stop here.  This season, @Val_Tho is laying claim to the #wanttoski hashtag.  It even has a series of YouTube videos to go with the campaign:



The excellent Skipedia site tells the full story.

***

More about Val Thorens:

Here's how to drive there, via Nick Trend in the Telegraph.

Summer skiing on the Peclet ended in 2002.

Its Premier League partner is Newcastle United.

In December 2011, it was the site of the "Nazi Salute" stag party, attended by Tory MP Aiden Burley.

It is hardly a cycling mecca, but did feature as a Tour de France stage finish in 1994:

SUMMER SKIING

Val d'Isere, Tignes and Les 2 Alpes are the three main remaining sites for summer skiing in France - details of opening times etc here.  Deux Alpes seems to have the slight edge over Tignes, boasting an 800m vertical drop.

It may be a poor third, but the short summer skiing season in Val d'Isere is already underway - more details on Henry's Avalanche Talk.

After the middle of July, the two remaining choices will be Tignes and Les 2 Alpes. www.summerski.co.uk is a loyal companion.

There used to be a rather greater choice of venues...

La Plagne gave up in 2005.  The Chiaupe glacier used to be a nice, quiet, mellow place to go in summer, according to Frogblog.  It sounds like skiing up here could have continued, but it was simply not economical any more.

Alpe d'Huez used to open regularly, but no more - although it was "exceptionally" open for a week in June 2012.

Apparently there used to be summer skiing on the Grands Montets in Chamonix until the 1980s.

And Val Thorens used to attract serious skiers to the steep Peclet slopes, but global warming made things more and more difficult through the 1990s, before they gave up altogether in 2002.

Back in Les Arcs, the focus in recent years has been more on protecting the Varet glacier from retreating any further, for example in spending €30,000 on a protective sheet to keep the snow away from the sun between May and September.  I haven't researched it extensively, but there seems to be some discussion as to whether there used to be a draglift on the glacier during the 1980s.  It seems that summer skiing was certainly on the summer lift map at that time, but a guide rather than via a ski lift.

Further east, there is more summer skiing to be in Switzerland (Engleberg & Saas Fee, but no longer in Verbier or St Moritz).  Austria has a number of sites: Kaprun, Stubai, Hintertux (where lots of ski teams train) and Solden (one of the few areas for Autumn skiing) - more here.  The excellent www.weathertoski.co.uk site gives the title of "best summer ski area" in Europe to Hintertux.

THE HARLEM SHAKE

Presumably this will be a one season wonder, but the Harlem Shake has duly made an appearance in the mountains.  

The ESF liked it so much, they set up a competition.  Type "ESF Harlem Shake Community" into Youtube if you are keen.  Here are the moniteurs of Arc 2000.

First among equals are the ESF at Risoul, whose efforts are notable for actually including some skiing:

More below:

1. The "skipass girls" at Arc 2000:



2. Over at Plagne Centre:



3. ESF Praz sur Arly:



4. ESF at Val Thorens:



5. ESF Isola 2000:



6. ESF Les Gets:

THE TOP 50: According to L'Equipe

L'Equipe magazine published its league table of the Top 50 resorts in France on 24 November.  Scroll through the pictures of the Top 25 resorts to see the full classement.

In a way it's not that controversial, as it covers just about all the resorts, although a number of the smaller ones, like Géradmer in the Vosges, have found it useful for their PR efforts.

Ste-Foy (in the background) doesn't make the Top 50
Villaroger (foreground) is part of 9th-placed Les Arcs

Once the scores on quite a wide range of criteria are added up, the winner is.....
La Plagne.  

It only seems to fall down on two things: cross-country skiing and fancy restaurants.

And it beats local rival Les Arcs for having a halfpipe, facilities for families, sports facilities and having "villages de charme".

The other resorts in the top ten are Val d'Isere, Chamonix, Les Menuires, Megeve, Méribel, Tignes, Val Thorens and Les Arcs.

So, no surprises there, but it seems slightly odd to see Flaine at No 26, La Rosiere at No 30 and Valmorel at No 44.

Of course these league tables are most certainly an art rather than a science.  For example, Alpes magazine places Serre Chevalier as No 1 in its "well-being and relaxation" league table and Alpe d'Huez as No 1 for "Le Grand Ski" and "Extreme Glisse".

FRENCH SKI RESORTS: THE PREMIERSHIP (REVISITED)

28 July 2013: for a 2013/14 update click here.

Here's an update on the 2011/12 French Ski Resorts: The Premiership league table.  The sad and geeky question is: if your favourite resort were a top-tier football team, which would it be?

The big headache for me is Manchester City.  Last time it was twinned with Tignes:

Man City = Tignes

Lots of investment; lifts now arguably superior to those of its neighbour across the mountain.  Clearly on the up.  Still lacks that je ne sais quoi.

In many ways this description still stands.  But...it's just that Tignes, like the Man City of old, has character, even though it may look a bit shabby around the edges.  It's where the real skiers go, rather than those show-offs over in Val d'Isere.  Etc.  But now that Man City can have whatever they want, whenever they want, the comparison feels slightly less appropriate.  I'm going to give them the benefit of the doubt, but if it carries on like this, they will be twinned with Gstaad.....

Wolves (2 Alpes), Blackburn (Avoriaz) and Bolton (Valmorel) were all relegated. I think each of these resorts still deserve their place, so they have been replaced with Southampton, West Ham and  Reading.

Kassam Stadium, Oxford.
Set to join the Premier League in 2015/16,
once all the necessary pieces are in place....

Man City = Tignes

Lots of investment; lifts now arguably superior to those of its neighbour across the mountain.  Clearly on the up.  Losing its character?

Man Utd = Val d’Isere
A classic resort; famous around the world, consistently performs at a high level.  Popular with rich people from The South.

Arsenal = Meribel

Strong Anglo-French links, not as good as thinks it is but is still very good indeed.  Will never go out of fashion.

Tottenham = Les Arcs

Has had its ups and downs over the years, but a steady transformation over last decade - with slow lifts/players now largely a thing of the past.  By no means perfect, but can mix with big league.

Newcastle = Val Thorens

Big stadium, with great atmosphere and famous nightlife.   Improving in recent years, and can give the others a run for their money 7 days out of 10.  When the sun shines it’s great, but on a cold day...

Chelsea = Courchevel

Money talks; the domain of well-heeled Russians.  Oddly characterless.  Less affluent folk are scattered in distant suburbs away from the centre.

Everton = La Plagne

Was one of the "Big Five" in the 1980s, but no longer.  Shrewd management has papered over the cracks (slow lifts, short runs).  Had a good season last year.

Liverpool = Chamonix.

Fancies itself as the home of mountaineering.  Which in a way it is.  Has a tradition, character, real sense of place that everyone respects - fans all want to visit at least once...

Fulham = Megeve

Location and proximity to nice restaurants is just as important as the skiing.

West Brom = La Clusaz

Quietly goes about its business with little attention from abroad.  Unlikely to rise any further.

Swansea = Isola 2000

Somewhat remote geographically from rest of the league.  Was briefly in the top flight during the 1980s.  Surprisingly good when you see it in action.

Norwich = Serre Chevalier

Bit of a yo-yo resort between Prem and Championship.  Another remote location.  But has strong support, good foundations and real character.  And the food...

Sunderland = Alpe d'Huez

Great stadium, all the way to 3,300m; a World Cup venue.  It’s south-facing, though and therefore can lose interest towards the end of the season.

Stoke City = Les Sybelles

Has no discernible centre; a modest kind of a place.  Has made its mark on the Premiership without anyone really noticing how far they've come.  Top lifts often shut due to wind.

Wigan Ath = Areches/Beaufort

Few people go there, but those who do enjoy the welcome (and the cheese pies).

Aston Villa = Flaine

Has lots of support; good all-rounder and the infrastructure to mix it with the big league.  Could pack more of a punch if they ever get their act together.

QPR = Les Gets

Not the biggest but there's money there.  Struggles to last a full season, but in 2011/12 stayed open (just about) well into the Spring.

Reading = Valmorel

Not a "natural" in terms of the Premiership, but steady investment in recent years and new Russian investments means they could well hold their own.

Southampton = Les 2 Alpes

The Beautiful South.  Lots going for it, but lacks strength in depth (narrow ski area).

West Ham Utd = Avoriaz

Both really should be in the Premiership given their location, fan base, history etc.  They both lack consistency, but let's see....

AND MORE IMPORTANTLY….

Oxford United = Chamrousse

On the Grenoble Road, big university town boasting great ski area.  Was briefly in the top flight; Jean-Claude Killy once skied there.  Has strong following from the locals - on one rainy day in 2010, their numbers reached 33,000....

Barnet = Ste Foy

Where the ski instructors (aka Arsenal and Spurs fans) go on their day off.  Only a few lifts but packs in lots of action.  Noteworthy gradients.  Local authority resisting its bid to expand.

FRENCH SKI RESORT LEAGUE TABLES (1): "Le Grand Ski"

A couple of seasons ago, Alpes magazine ran a special issue called "La Palmares des Stations".   This ranked the different resorts under a series of categories.

The first is "Le Grand Ski" - ie an Ofsted-style league table aimed at those for whom the skiing is everything.

The magazine devised a complex scoring system which included:

- Height of top lift
- Vertical descent
- Range of pistes (see below)
- No of pistes
- Access to big ski area
- Events, competitions, etc
- Price of lift pass
- Price of accommodation

Perhaps the most interesting stat is the one on range of pistes.  They calculated the % of reds and blacks as a % of all pistes.  The higher the %, the greater the score - I've set this in brackets below.

Anyway, the winner is.....Alpe d'Huez, which got maximum scores on both height of top lift, vertical drop and number of pistes, as well as on price of accommodation (Serre Chevalier, Le Corbier, Chamrousse and Villard-de-Lans all did well here, too.  Courchevel, and indeed the Trois Vallees generally, did not.

Here is the full ranking (% red/black pistes):

1.  Alpe d'Huez (44)
2.  Les Arcs (48)
3.  La Plagne (33)
4.  Val Thorens (52)
5.  Vars (45)
6.  Chamonix (49)
7.  Serre-Che (50)
8.  Val d'Isere (44)*
9.  Tignes (47)
10. Les Menuires (51)
11. Meribel (43)
12. La Clusaz (37)
13. Chamrousse (48)
14. Avoriaz (43)
15. Courchevel (36)
16. Montgenevre (58)
17. Le Corbier (25)
18. Allos 1800 (51)
19. Villard-de-Lans (51)
20. Chatel (45)
21. Isola 2000 (26)

* Clearly, this assumes that all piste gradings are the same, which of course they aren't - cf the savage "blue runs" around Val d'Isere....

FRENCH SKI RESORTS: The Premiership

With both turnstiles and ski lifts closed, the important issues of the day can now be discussed.  Namely: if your favourite French ski resort were a Premiership side, which would it be?  Here’s a starter for 10: 


(1 June 2012: Follow this link for the 2012/13 version)

Man Utd = Val d’Isere

A classic resort; famous around the world, consistently performs at a high level.  Popular with rich people from The South.

Chelsea = Courchevel

Money talks; the domain of well-heeled Russians.  Oddly characterless.  Less affluent folk are scattered in distant suburbs away from the centre.

Man City = Tignes

Lots of investment; lifts now arguably superior to those of its neighbour across the mountain.  Clearly on the up.  Still lacks that je ne sais quoi.

Arsenal = Meribel

Strong Anglo-French links, not as good as thinks it is but is still very good indeed.  Will never go out of fashion.

Tottenham = Les Arcs

Has had its ups and downs over the years, but a steady transformation over last decade - by no means perfect but can mix with big league.

Liverpool = Chamonix.

Fancies itself as the home of mountaineering.  Which in a way it is.  Has a tradition, character, real sense of place that everyone respects - fans all want to visit at least once...

Everton = La Plagne

Was one of the "Big Five" in the 1980s, but no longer.  Shrewd management has papered over the cracks (slow lifts, short runs).

Fulham = Megeve

Location and proximity to nice restaurants is just as important as the skiing.

Aston Villa = Flaine

Has lots of support; good all-rounder and the infrastructure to mix it with the big league.  Could win a trophy under new management.

Sunderland = Alpe d'Huez

Great stadium, all the way to 3,300m; a World Cup venue.  It’s south-facing, though and therefore can lose its best assets towards the end of the season.

West Brom = La Clusaz

Quietly goes about its business with little attention from abroad.  If you look at it in more closely, you’ll find it has a lot going for it…

Newcastle = Val Thorens

Again, a big stadium, with great atmosphere and famous nightlife.   When the sun shines it’s great, but on a cold day...

Stoke City = Les Sybelles

Has no discernible centre; a modest kind of a place.  Has made its mark on the Premiership without anyone really noticing how far they've come.  Top lifts often shut due to wind.

Bolton = Valmorel

In the shadow of its neighbours but well-run and doesn’t get intimidated.

Blackburn = Avoriaz

Has been in Premiership for many years; respected but not really among anyone's favourites.  Are owners putting enough money in?

Wigan = Areches/Beaufort

Few people go there, but those who do enjoy the welcome (and the cheese pies).

Wolves = Les 2 Alpes

One of the oldest in the league - nightlife like the Wild West.  Summer glacier can't hide lack of strength in depth (narrow ski area).

QPR = Les Gets

Not the biggest but there's money there.  Unlikely to be so good late season?

Norwich = Serre Chevalier

Bit of a yo-yo resort between Prem and Championship.  Remote location.  But has strong support, and real character.  And good food...

Swansea = Isola 2000

Also somewhat remote geographically from rest of the league.  Was briefly in the top flight during the 1980s.  More investment has gone in recently; will it be enough to survive…

AND MORE IMPORTANTLY….

Oxford United = Chamrousse

On the Grenoble Road, big university town boasting great ski area.  Was briefly in the top flight; Jean-Claude Killy once skied there.  Has strong following from the locals; could surprise a few people.

Barnet = Ste Foy

Where the ski instructors go on their day off.  Only a few lifts but packs more of a punch than this implies.  Noteworthy gradients.  Local authority resisting its bid to expand.