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[Grand Prize] Hakuba Iwatake Mountain Resort
HappinessShinshuGrand Prize in category
"Hakuba Iwadake Mountain Resort"
2022 Theme: "Products and Services that Contribute to Regional Revitalization and Revitalization"
Unearthing the charm of the region
A world-class mountain resort
Hakuba Iwatake Mountain Resort (Hakuba Village)
Wada Hiroshi, CEO of Iwatake Resort Co., Ltd.
Hakuba Village overlooks the majestic Northern Alps, including Hakuba Sanzan. Hakuba Iwatake Mountain Resort has created an all-season mountain resort, starting with the cafe and terrace "HAKUBA MOUNTAIN HARBOR" that offers a stunning view, and has created attractive facilities that utilize local resources, such as the refreshing feeling of patting towards the Northern Alps and the large swing that is outstanding in photos, as well as a variety of green seasonal initiatives that can only be experienced here, establishing the "All-season mountain resort." In 2022, despite the COVID-19 pandemic, we achieved the highest number of customers ever, and are now a leader in the revitalization of the region by using ingenuity and ingenuity.Shinshu' category won the grand prize.
The key to this major change was Wada Hiroshi, president of Iwatake Resort Co., Ltd. Born and raised in Tokyo, he worked for the Ministry of Agriculture, Forestry and Fisheries and a foreign consulting company, and in 2014 he went to Hakuba Village, where he had been familiar with mountain climbing and skiing since his childhood.
What awaited me there was one of Japan's best snow resorts, but at its peak in the 1990s, the number of skiers that had visited by 3 million people had fallen to a third. As a result, we face the harsh reality that in addition to equipment such as lifts and gondolas, most accommodation facilities, even after more than 30 years of construction, we are unable to renew due to a lack of funds. Furthermore, as a result of the season when snowfall was low due to global warming, establishing a new business model was an urgent issue.
"If things continue like this, the local economy, which has been dependent on ski resorts, will both collapse, and the entire Hakuba will no longer be able to stand there. By taking advantage of this wonderful environment, we must strengthen the appeal of the green season, which is longer than the winter season, and aim to become a "world-class mountain resort" that can easily enjoy a relaxed, extraordinary feel all year round, rather than just a ski resort."
With this in mind, Wada shared a sense of crisis and future vision with local tourism associations and administrative territories in preparation for rebranding Hakuba. We aim to survive as a local community and promote the departure from management that relies on skiers in the winter.
The first thing we started was to rethink the value of living in our community. When I asked locals what I found particularly wonderful in Hakuba, everyone agreed to the view from the summit area of Iwatake.
Even among Hakuba, Iwatakeyama, which has a low altitude and low snowfall, was at a disadvantage as a ski resort in the village, but as it is slightly away from the mountains of the Northern Alps, it was a great spot where you can see Mt. Hakuba from the side.
Furthermore, the Iwatake area is the first ski resort in Hakuba to introduce a gate system for automatic lift ticket gates. There was also a foundation that allowed us to be flexible in accepting new initiatives.
Until then, only a few log benches called observation decks had been placed in the summit area, so Wada will consider making effective use of this place, which can be reached with just one gondola lift, and will be commercializing the product with the added value of "delicious" added, focusing on enjoying the spectacular view.
"However, going up to the top and looking at the mountains is not a special experience. What kind of value should we add as a resort? We considered our internal team, inspected all the observation facilities in other regions, and thought out differentiated the idea, but we were able to enjoy a slightly special meal while enjoying the overwhelming scenery."
Therefore, we asked Fonse Co., Ltd., a store that Wada had previously loved to visit in Karuizawa, Japan's leading resort, to help us out, and we decided to use THE CITY BAKERY, a popular bakery from New York. Nagano The first stall in the prefecture has been opened.
The design of the building that fits the scenery was entrusted to a Hokkaido company that had worked with several villas in Hakuba Village. Original designs were created, including terraces that seemed to make the Northern Alps jump into your eyes.
When he opened "HAKUBA MOUNTAIN HARBOR" in October 2018, it became a hot topic in the media and social media. In just one month, the number of customers has attracted over 30,000 people per year during the green season so far.
Additionally, staying in the summit areaTimesIn order to increase the number of facilities, facilities and initiatives are being introduced one after another. In 2019, we opened "Iwatake Green Park," which utilizes the slopes used as ski slopes in winter. With the cooperation of the outdoor brand Snow Peak, we have created a resort space where you can sit and relax while looking at the scenery of Hakuba Village below you.
In 2020, we have established a new big swing called "Yaho! Swing" that allows you to enjoy the feeling of jumping into the Northern Alps. Although it is a paid facility that costs 500 yen per session, it is a popular attraction that can wait up to 5 hours, and is a catalyst for an even greater increase in customer traffic.
"It was a difficult period after the COVID-19 pandemic, and sometimes forced tactics were necessary, and I thought that if we created solid content, our customers would recognize their efforts and hard work."
Thus, in 2021, Hakuba tourism, which had been dependent on winter, has undergone a major transformation, to the point where visitors during the green season exceed the winter season.
In addition, in order to turn it into a resort area that you will never get bored of, you will also be opening in April 2022, Hakuba Hitotoki no Mori, where you can enjoy the countryside of Hakuba Village, forest bathing, art experiences, tea time and more.
Now, it is one of Hakuba's most popular spots, visited by 200,000 people throughout the season, and is widely known both domestically and internationally.
In addition, events have been devised to attract a wide range of customers. We also planned a music festival called "Alpen Outdoors Presents "HAKUBAYAH! FESTIVAL"" to promote more of the charm of Hakuba in May, which has fewer visitors, and to bring music fans, including locals, into the summit area. We also provide thorough infection control measures, and have been a huge success since the first event in 2020, and are scheduled to hold the event for the third time in May 2023.
At the same time, efforts are made to realize sustainable regions. We are also taking measures to enhance the appeal of the entire area, such as discontinuing the sale of plastic bottles in the summit area, providing menus based on the concept of local production and consumption, and using scrap materials for parts of the interior, as well as providing new accommodation facilities through the development of the cityscape at the foot of the mountain and renovation of guesthouses.
"By having them stay for a long time, you can enjoy the true benefits of Hakuba at your leisure. On the other hand, traditional guesthouses are not designed for long-term stays, and there was also the challenge of a lack of successors due to the aging of managers. Therefore, we are working on a new business scheme that matches the needs of both parties."
Specifically, six guesthouses have been renovated and an accommodation system has been introduced that allows one operator to efficiently rotate. As a region, we are strengthening our hostel to accept tourists.
"Unless it moves, there is no success, and we still haven't fully developed the charm of the area. Even in Japan, there is a chance that it will become a resort that is quite unique. I hope that by helping to unearth that, we can become a leading force for the entire region."
Wada says this. We have also started focusing on investing in aging infrastructure, and a new gondola is scheduled to be completed in 2024. Not only in the Hakuba region, Nagano There is a growing expectation for its success in leading the prefecture and Japan's tourism.
HappinessShinshu Category: Category Award
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