Located in the Taillefer massif, l’Alpe du Grand Serre is a discreet but charming ski resort, nestled at an altitude of 1368 meters and renowned for its unspoilt landscapes and slopes suitable for all levels. Recently threatened with closure, the resort has found a new lease of life thanks to the takeover by the SATA AEON group, a key player in the operation of ski areas, well known for its management of major resorts such as Alpe d’Huez, Les 2 Alpes and La Grave.
Faced with a complex financial situation and an initial unfavorable decision by the community council on October 9, 2024, SATA Group AEON mobilized alongside local stakeholders to guarantee the resort’s future. This mobilization enabled us to seal an agreement with the Communauté de Communes de la Matheysine for the opening of a season as early as December 21, 2024. With this new season, L’Alpe du Grand Serre aims to attract a renewed clientele, thanks in particular to the innovations promised by SATA Group AEON and an approach geared towards sustainable tourism.
L’Alpe du Grand Serre: a resort of preserved authenticity
With 55 kilometers of varied slopes for all levels, Alpe du Grand Serre stands out for its accessibility and stunning natural scenery. Although modest in size compared to its neighbors, it offers spectacular panoramic views and a warm atmosphere, popular with lovers of tranquillity and nature. With 38 runs, including 9 green, 10 blue, 14 red and 5 black, the resort attracts families and intermediate skiers, while offering an environment conducive to freeride and learning to ski. The resort also offers a variety of off-piste activities, including snowshoeing, cross-country skiing and even paragliding for the more adventurous.
SATA Group AEON plans to exploit all this potential by turning Alpe du Grand Serre into a laboratory for innovation in sustainable tourism. “The Alpe du Grand Serre will be, within our group, a real laboratory where we can test new activities, attract a diversified clientele, and create a lively mountain destination all year round “ stresses Fabrice Boutet, Managing Director of SATA Group AEON. “We are honored by the trust placed in us by the Communauté de Communes de la Matheysine and its elected representatives to manage this resort. Our expertise, combined with our vision of responsible mountain tourism, will enable us to develop the full potential of this destination, while preserving its authenticity and exceptional environment.“
Despite an initial unfavorable vote at the community council meeting on October 9, 2024, SATA Group AEON mobilized alongside local stakeholders, as well as the entire industry – the ESF, ANMSM, various support associations and the French government – in a show of solidarity. A new consultation resulted in an agreement to reopen the resort for 1 year, with the aim of relaunching a public service contract committing the area to the long term. The takeover project was unanimously approved by the Matheysine community council, minus one abstention.
SATA Group AEON believes in the opportunity to create a new economic model for the future of the mountains through the Alpe du Grand Serre. With this vision, l’Alpe du Grand Serre could become an example for medium-sized resorts in the French Alps seeking to strike a balance between tourist appeal and respect for the environment.
Towards sustainable tourism and resort revitalization
SATA Group AEON’s takeover of Alpe du Grand Serre has prompted mixed reactions from mountain enthusiasts and local players. Some see it as a temporary reprieve for a struggling resort, highlighting the long-term challenges of ensuring the economic viability of small resorts in the face of climate change and changing tourism practices. For others, however, this project represents an unprecedented opportunity to move the mountains towards an alternative model, more respectful of ecosystems and better anchored in the local economy.
This new impetus, driven by a sustainable vision and a willingness to innovate, could well transform the Alpe du Grand Serre into an example for other smaller resorts to follow, demonstrating that it is possible to reconcile tourist appeal with the preservation of mountain territories. This commitment, embodied in the AEON label, resonates in every resort managed by the Group.
A community commitment
The importance of the resort for the inhabitants of the Matheysine and surrounding communities is obvious. It generates essential economic activity for many families, whether in the catering, accommodation or winter sports-related services sectors. SATA Group AEON’s commitment therefore extends to creating opportunities for local players, and providing season-long support for summer and winter activities. This dynamic creates a viable, mutually supportive economic model, adapted to the modern challenges faced by small ski resorts in France.
Alpe du Grand Serre: opening scheduled for December 2024
The Alpe du Grand Serre is scheduled to open on December 21, 2024, a symbolic date marking a new beginning for this resort with unique potential. Visitors will be able to explore freshly prepared slopes and discover new facilities, all in a warm and authentic atmosphere.
Through this season, SATA Group AEON intends not only to revive the resort’s activity, but also to demonstrate the viability of its sustainable mountain tourism model. This vision could inspire other resorts of similar size across the French Alps, facing the same economic and environmental challenges.
