Monday, May 4, 2009

Kylie Minogue's concert in Ischgl

Despite the weather, the Kylie Minogue's concert in the Austrian ski resort of Ischgl was a complete success. Concerts like this are primarily a marketing ploy for the ski resorts, and they appear to be successful although getting performers like Kylie Minogue is a expensive bet. It has really put the resort on the map and brought an increasing number of skiers in. It sets you apart and broadens your image. Choice of holiday destination is a significant lifestyle indicator for today’s tourists and that kind of events guide consumers in the election process.
Thirteen years ago, Ischgl decided to put its entire advertising and marketing budget into staging two massive concerts a year to open and close the winter season, and the ploy appears to be paying off. Elton John was the first star to feature in the Tirolean resort's now famous Top of the Mountain Concerts, back in 1995. Since then the resort has hosted Rod Stewart, Bob Dylan, Sting, Tina Turner, Diana Ross, Bon Jovi, Enrique Iglesias, Atomic Kitten, Peter Gabriel, The Corrs, Alanis Morissette, Lionel Richie, Pink, the Scissor Sisters, the Pussycat Dolls, Rihanna and Leona Lewis. That kind of events is also part of a strategy for resorts to offer more than just skiing to attract a wider client base and enhancing visitor experience. For the 20,000 skiers at the afternoon concert held in a natural bowl near the top station of the main Silvrettabahn gondola, Kylie Minogue was a bonus to the spring skiing. And thousands of fans put their skis on and went to hit the slopes, making the last few runs before Ischgl closed for the winter on Sunday.

In Ischgl you can find an ultramodern lift and cable-car system (3 cable cars, 2 aerial cableways, 23 chairlifts and 12 draglifts) with a transport capacity of 78,500 persons per hour ensure skiing without queues (€120 million have been invested over the last five years). The lifts managed by the Silvretta Seilbahn AG Company offer a high level of comfort and countless extras, such as heated seats in the new Fimbabahn cable car. The 235 kilometres and 506 hectares of slopes are all located on north-facing slopes assuring a reliable snow cover. Ischgl is renowned for its apres-ski. You will experience a nightlife that you usually only find in a large city. If you must make a comparison, then it could be described at best as the "Ibiza of the Alps".


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