French Alpine ski resorts are multiplying festive events, such as free concerts or themed festivals, to liven up off-peak periods and attract new audiences. Beyond the fun aspect, these events have become strategic marketing tools, with budgets up to 30% of tourism offices. Examples like Ben Harper's concert in Vars illustrate this trend.
French ski resorts are redoubling their imagination to counter snow uncertainties and retain vacationers. In Vars, in the Hautes-Alpes, international star Ben Harper and his group The Innocent Criminals performed a free concert at the foot of the slopes on December 13, kicking off the season with 20,000 spectators. This 17th edition symbolizes the station's intergenerational positioning.
Other events mark the calendars: La Grande Première in Val Thorens sold 23,000 passes at the end of November, combining concerts and ski tests. The Rise Festival in Les 2 Alpes, Rock on Snow in Avoriaz, or Tous en pistes in Val Cenis animate the season starts. “The right event is not the one that fills the station, but the one that achieves its goal,” explains Éric Chevalier, director of the Arcs tourism office.
Event management, representing 1 to 30% of tourism office budgets, corrects images, prepares transitions, or supports upscale shifts. In Alpe d'Huez, Tomorrowland Winter draws 30,000 visitors, including 60% foreigners and 38% non-skiers, with stays sold out in 24 hours. Sébastien Mérignargues, its head, notes: “Event management is a strong lever, provided it aligns with the place's identity.”
Niches like Gay Weeks or the “glisse des fiertés” in Queyras, organized for four years, target high-spending international audiences. Alexia Grossan from the Queyras tourism office states: “We want to show that a rural area can also be open, welcoming, and inclusive.” The European Film Festival in Les Arcs, never canceled in fifteen years, shines beyond skiing. In Val Thorens, the Chefs' Challenge highlights gastronomy.
These free events fill off-peak periods but pose challenges like usage conflicts. “Events allow increasing a station's offer palette,” summarizes Mérignargues, likening it to a varied restaurant menu.
