As the winter season opened on 12 December, ROBINSON ALPENROSE ZÜRS embarked on its anniversary year. A quarter-century of alpine hospitality calls for celebration – and this winter delivers. Every Friday, guests experience a thoughtfully crafted celebration that honours the club's heritage and unique spirit.

Zürs is considered the cradle of alpine skiing: in 1906, the world's first ski course took place here, and from Arlberg, the success story of skiing began. Today, ROBINSON ALPENROSE ZÜRS combines this historic significance with modern lifestyle, a strong culinary identity, and innovative entertainment formats.

“Robinson Alpenrose Zürs has long been one of our most characterful clubs, defined by alpine charm, outstanding quality and a unique atmosphere,” says Bernd Mäser, Managing Director of ROBINSON and TUI MAGIC LIFE. “This anniversary shows how successfully tradition and contemporary club culture come together here.”

The festive Fridays are themed around an elegant black-and-gold concept, reflected in the room design, signature cocktails, lighting displays, and stylish details. Guests can expect special culinary moments, including a sparkling wine breakfast and an afternoon treat featuring freshly prepared regional delicacies such as Kaiserschmarrn. A stylishly staged aperitif with DJ or live music then leads into the celebratory ROBcarpet evening.

Another highlight is the festive buffet, featuring two dishes by Michelin-starred chef Otto Koch: his "Seafood Weißwurst" and the "False Prinzregententorte", both paying homage to his eight-year tenure at the gourmet restaurant "KochArt". On 26 December, Otto Koch will personally visit the club to prepare these dishes for guests. This festive visit is a culinary highlight during the Christmas period. Each Friday concludes with a specially choreographed show featuring multimedia elements in the bar area.

“For 25 years, Alpenrose Zürs has stood for warm hospitality, deep regional roots and a distinctive club culture,” adds Club Director Thomas Fahl. “Our anniversary Fridays bring these values to life and create moments guests will remember long after their stay.”