Scan Magazine | Special Theme | Our Big Swedish Winter Wonderland Guide
Skiing made easy – with smooth sailing both to and down the slopes With modern accommodation options and everything laid out to suit families with children, Kungsberget is a small and safe ski resort just two hours from Stockholm. Forget endless driving, freezing children and clothes that never dry – Branäsgruppen has thought of everything to make skiing easy. By Linnea Dunne | Photos: Kungsberget
“Everything’s close. You never have to drive on the resort; all accommodation is close to the pistes, you just have to walk out the door and you can start skiing,” says Mikael Elford, head of sales and marketing at Branäsgruppen, the group that owns and runs Kungsberget. “Moreover, everything’s modern, everything’s easy. There’s Wi-Fi pretty much everywhere, all accommodation has drying cabinets, kiddie beds and highchairs. There should never be any fuss or hassle – everything should just be smooth sailing.” 40 | Issue 95 | December 2016
Kungsberget’s positioning is crystal clear: it is all about skiing the easy, uncomplicated way. Located just two hours from Stockholm, the resort was previously a daytime facility but has been developed to boast modern, comfortable accommodation with around 850 beds. There are quality restaurants and plenty of places to warm up and rest. With all slopes meeting in just two locations, handy is an understatement. “There’s so much that should fit into that idea of spare time these days: golf,
running, football training… everyone’s stressed all the time, so why would you spend six hours in a car to go skiing?” Elford says. “You can just spin up after work on a Thursday, do a bit of work on the laptop on the Friday, then ski and relax all weekend. It’s not something you have to spend half a year planning.” Elford spent his early career in the entertainment industry and eventually moved to Canada. One day he got a call from his former boss, who asked whether he wanted to join the ski industry. “In the past almost everyone in the field started out as a skiing instructor and moved up from there, which meant that everyone was really into extreme skiing and niche stuff like that. But Branäsgruppen is very much about family entertainment – which is exactly what it is, when you think
Promoting Brand Scandinavia. Featuring interview with Swedish skiing ace Charlotte Kalla.