Alpine attraction
Dangling the Gurgl Carat for meetings with altitude
RAMY JAMES SALAMEH VISITS EUROPE ’ S HIGHEST CONGRESS CENTRE , NESTLED IN THE AUSTRIAN ALPS
A s I headed towards Europe ’ s highest congress centre at 1,900m above sea level , nestled in the Austrian Alps in the village of Obergurgl , a question rolled in my mind : ‘ Why build a congress centre at this altitude , within a village of only 400 year-round inhabitants ?’ The answer is of course multilayered , but the common denominator is the unique mountainous landscape offering a different style of ‘ meeting and event ’ detox , alongside innumerable incentive options . The motto of Gurgl Carat is ‘ Alpine space for inspiration ’ and maybe this is what event planners are buying into .
Various studies suggest that highalpine environments can create a sense of ‘ awe ’ and ‘ euphoria ’ which can translate into creative stimuli . A social experimental study by US professor Melanie Rudd , measured the ‘ creativity ’ of participants in a normal environment and others in a ‘ high-awe ’ setting , namely atop a vista-filled mountain landscape . The results were stark , with those ‘ inspired ’ by their high-altitude setting opening a cognitive-door to increased creativity , learning , emotions and activations .
Event planner Michelle O ’ Connell , director , Jagged Horizons said : “ We try to ensure that our events are unique and ‘ elevate the thoughts ’ of delegates . This is undoubtedly true at nearly 2,000m altitude . It takes delegates completely outside of their everyday environment – perfect for a stimulating work setting ”.
All food-for-thought when I visited the venue during a major event and met with its managing director , Felix Kupfer , during the Men & Women ’ s ‘ 2024 Audi FIS Ski World Cup Slalom ’ ski races .
Gurgl Carat hosted sponsors , brands and VIP guests for a gala dinner in the largest hall – Schalfkogel ( capacity for 500 guests ).
The venue opened in January 2020 , before promptly closing for Covid , but was already making profits in 2024 , especially from corporate events , with
Right : Gurgl Carat – image by Werner
Elmerr
Left : Gurgl Skifahren – image by Roman Huber the likes of Lilly Pharmaceuticals , Trivago , Head and Decathlon hiring event spaces . The sports and automotive industries have obvious synergies here . The latter especially relevant with the ‘ Timmelsjoch High Alpine Road ’ nearby and ‘ Top Mountain Motorcycle Museum ( 2,174m )’ all major draws for high-end car and bike brands and enthusiasts .
Kupfer has an embarrassment of riches when it comes to local partners and incentives ; with 21 four-star hotels in walking distance from Gurgl Carat , access to fine local produce and a crucible of pinnacles reaching 3,030m , laying the groundwork for some of Europe ’ s best mountain-based incentives on his doorstep .
“ The mountains offer inspired ways to continue conferencing , by using the nearby gondola as a mobile networking or break-out pod for really novel moments ,” said O ’ Connell .
The building is cutting-edge in every sense , from its architectural diamond design to its state-of-the-art tech , centred around its 100sqm front screen and full-HD projectors . The congress heating comes from an eco-friendly district power plant and two-thirds of its turnover goes back into the community .
Kupfer concedes there are still some issues to be ironed out , such as car-lift access to the ‘ Schalfkogel hall ’, but noted the building is cooled using fresh water from the Ötztaler Ache mountain river .
“ Our aim is to be a top three congress centre in the Alps and our high-level facilities makes this achievable ,” Kupfer added . n
ISSUE 134 / CONFERENCE & MEETINGS WORLD / 19