Bike Kingdom Lenzerheide opened its gates for the first time at the start of the 2020 summer season – and they did it with a bang: “The Legend of Tommy G” led the way in a spectacular, albeit not too serious fashion. A kingdom for mountain bike riders was to arise in the Swiss Alps. Not even mixed-up 2020 could stop it. The late bike opening was compensated by a corona-induced bike boom. Looking back, the rulers of the Bike Kingdom are more than happy with its debut season. The Bike Kingdom App proved itself not only as the digital extension of the trails, but also helped to spread the riders more equally across the kingdom and to reduce conflict with hikers – an issue that still shows room for improvement.
The announcement of the Bike Kingdom was a complete success. The YouTube clip “The Legend of Tommy G”, produced by Anthill Films, reached one million views across all Bike Kingdom channels within just two weeks. Of course, Lenzerheide’s repositioning includes new trails, such as the Top Fops singletrail, which connects the June Hütte with the Alp Fops or the “Urdenfürggli Twister,” which is riddled with tight switchbacks and takes riders to the Mottahütte, are just a few of the new offerings. There is also a new skill center at the Rothorn station, new drops in the bike park and the Bike Kingdom App of course. These efforts weren’t in vain: the Lenzerheide holiday region had the biggest increase in overnight stays compared with previous years across Graubünden and third-biggest across Switzerland. The cable-car companies speak of a record summer. Furthermore the “Bike Kingdom” project has been nominated for a Milestone, the official Swiss Tourist Award.
Bike Kingdom testRIDE / photo: Lukas Imhof Bike Kingdom testRIDE / photo: Lukas Imhof Bike Kingdom testRIDE / photo: Lukas Imhof
With the creation of the Bike Kingdom, the holiday region gave a new form of identification to old and new bike fans. Our aim, this very repositioning, that creates a USP in the market while satisfying all the rider’s wishes went very well. With the Bike Kingdom, we reinforced the topic ‘bike’ at the right time, thus Corona, and we started on the road to a successful development in future.
– Marc Schlüssel, Head of Marketing Lenzerheide
Besides the standard app functions, the Bike Kingdom App sets its focus on gamification and gratification; the analogue bike playground on the trails will be extended with a virtual dimension, including challenges spread across the whole Bike Kingdom, completion of which is rewarded royally. The app has been downloaded over 43,000 times with an average usage of 1,000 riders per day. In total, over 38,000 trail rides have been registered up to now – pointing out the app is actively used. Furthermore, the Bike Kingdom App helps to separate mountain bike riders and hikers throughout the Bike Kingdom as well as to spread the riders more equally across the trails. With the monitored GPS data, hotspots are easily identified, and alternative routes are automatically presented.
Thomas Genon / photo: Sterling Lorence Thomas Genon / photo: Sterling Lorence
However, using the app to actively separate bikers and hikers is – like the new trails that have been built – just a first step. The 2020 summer season pointed out the weaknesses of the concept which still demand action. Further measures to demerge the groups will be finalized for the coming season.
The testRIDE event, which saw 2,000 people attend during three days, as well as the Bike Kingdom Feast, with special guest Tommy G, were a huge success. Both events had to take place on a smaller scale as originally planned but proved that the prevention concepts work.
All bike enthusiasts who are planning to make the most of this season, can still enjoy the Bike Kingdom until the 25 October. The X-Calibur Quest is a final highlight before the season ends: Ride number 3,000 down the Motta Express – one of the Bike Kingdom’s new trails – will be awarded with a Rocky Mountain Instinct BC Edition full-suspension bike.
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About Bike Kingdom Lenzerheide
Welcome to the Bike Kingdom the land of the eternal trails, the brave, the fearless, who defend the valleys of bike dominance on their carbon and aluminum steeds. We, who hover silently over roots, gravel and jumps. With flow and sweat we fight for what we believe in. That the bike heaven on earth really exists. That is why we created the promised land: Bike Kingdom. Join us and become a knight of our army.
Official website: bikekingdom.ch
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