The inner-Alpine outlet center Eben i.P. in Salzburgerland is growing in 2023 thanks to a strong winter and summer season with double-digit sales growth. For the duration of the ski season - from January to April - the center already recorded sales growth of +35% compared to the previous year. Accumulated sales will grow by +25% in 2023.
Province of Salzburg - Fourth best winter season everDer Großteil, mehr als 11,4 Millionen Nächtigungen, entfiel auf nur zwei Bezirke Salzburgs – den Pinzgau und den Pongau. Dahinter kommt mit deutlichem Abstand die Stadt Salzburg. In den zum Outlet Center Eben im Pongau benachbarten Skizentren wie jene von Flachau, Schladming, Altenmarkt/Zauchensee, Filzmoos oder in etwa Grossarl uvm verzeichneten die Hoteliers und Gastwirte in den 4 Monaten der Wintersaison Nächtigungszahlen iHv 5,2 Millionen.
The 2023 summer season - which runs from May to October - got off to a successful start in Salzburg. Around 200,000 overnight stays above the previous record from 2019 were recorded.
The province of Salzburg is also increasingly developing into a year-round destination. According to state statistics, summer tourism accounted for 43 percent of the total in 2001/2002. By contrast, in 2021/2022, 54% of guests came between May and October. This also includes up to 60,000 day-transit travelers on the Tauernautobahn A10, many of them on their way to the Mediterranean regions, who use the overnight accommodation options in Salzburgerland for a stopover.
Der Salzburger Bezirk Pongau rund um das Outlet Center Eben liegt in der angelaufenen Sommersaison 2023 mit einem Anteil von 25,6 Prozent an Nächtigungen im Bundesland Salzburg direkt hinter dem benachbarten Pinzgau auf Platz 2 und deutlich vor der Stadt Salzburg.
Almost 45 percent of overnight stays are attributable to guests from Germany. This is followed by domestic tourists (27.4 percent) and holidaymakers from the Netherlands (3.6 percent).
"With the opening of the s.Oliver fashion brand and a strategic upgrade of the tourism and online marketing activities, we were able to increase the center's performance enormously and attract even more tourists and local customers to the center. And the potential is still huge! The number of visitors to the center who travel south along the north-south axis of the A10 Tauern freeway and make a stopover at the Outlet Center Eben already accounts for up to 50% of the total number of visitors. As the end of the summer season approaches, sales growth is up 25% on the previous year with an upward trend. Although the extraordinary heatwave in August has slowed down the growth of stationary retail overall, we are very satisfied with the development over the year and are pleased that our customers continue to accept the wide range of fashion, sports and outdoor brands at reduced prices and top quality all year round," says Michael Lungkofler, center manager and co-owner, with great satisfaction.
The Outlet Center Eben i.P. is located in the heart of Pongau, in Eben im Pongau, approx. 45 minutes' drive south of the Mozart city of Salzburg, conveniently located directly on the A10 Tauernautobahn. On a total area of almost 5,000 square meters, over 30 national and international sports and lifestyle brands are currently presented in 7 stores in their own stores or in so-called multi-brand stores. Last year's collections and sample collections are on offer all year round at 30 to 70 percent less than the manufacturer's recommended retail prices.
With the gastronomy on offer at the adjacent service station and in the neighboring tourist destinations, the Outlet Center Eben stands for a very special shopping experience in the middle of one of Austria's largest tourist strongholds.
Thanks to close cooperation with the local tourism association, hotels and other leisure facilities, it is a perfect excursion destination in one of Europe's leading skiing and hiking regions.
The project was developed by R&B Immobilienverwaltungsgesellschaft mbH. The center management partner is the experienced operator FOC Retail Service GmbH.
Der Bau und die Vermietung für Phase 2 mit weiteren 1.000 m2 Mietfläche steht in den Starlöchern. Freie Flächen sind noch verfügbar. Mehr auf www.outletcentereben.com und www.foc-retail.com
With the relaunch of the brand, the image of the Eben Outlet Center, formerly Tauern Outlet, is being renewed from the ground up. This has already generated a lot of attention and PR.
With new lettering, a modern colour scheme and a new name, the Outlet Center Eben comes up trumps with a dewy image and integrates itself wonderfully into the surrounding tourism region. The rebranding of the Outlet Center Eben brand and the change of some brand partners will address new target groups, and the new marketing strategy will also generate much more media attention.
Many voices from the region are extremely positive about the effect of the rebranding.
Herbert Farmer, mayor of the municipality of Eben i.P., is as enthusiastic as many and pleased about the progress at the outlet centre: "I think the new advertising façade of the centre is very well done. It will certainly draw the attention of even more customers who see the Outlet Center when passing through on the A10 or when stopping at the rest stop to the wide range of brands on offer.
Our community Eben and our tourism businesses also benefit from the outlet centre. Co-operations between our local hotel businesses or the Erlebnisbadesee and the centre management are already underway. For the local labour market, the centre is a positive story, and for the municipality of Eben it is a real stroke of luck".
Michael Lungkofler, Managing Director of Outlet Center Eben, is also looking forward to the coming period: "We are pleased that our brand partners are benefiting from the centre's strategically important location. Through a well thought-out leasing strategy and as a result of the adjustments to the product range and attractive shopping events, we have succeeded in developing the centre into an attractive shopping destination for our discerning customers from the surrounding area of Salzburg.
Tourism and the economy also benefit from the location: through individual cooperations with our tourism partners, the overall offer of the region is now even more attractive for hotel guests. In addition, the centre management supports regional associations and clubs and promotes selected projects, such as those of the Salzburg Landjugend."
The brand operators of the outlet centre also see the development in the outlet business as generally very positive and benefit from the high purchasing power in the region.
Julian Bochsbichler, Shop Manager of the Luhta Outlet Store, sums up the development in the region and in the outlet centre:
"My family runs a guesthouse in the Ennstal near Schladming and we are increasingly noticing that summer tourism in the Ennstal region in July and August is no longer as strong as in previous years.
I am therefore all the more pleased that our Luhta Outlet Store attracts many visitors despite the crisis in tourism and that the sales trend is extremely positive. No wonder, the prices of our product ranges are very attractive and the products are of very good quality."
Even more visibility on the A10 - the outlet as a beacon for the region
Together with the gastronomy offer at the adjacent rest stop and in the neighbouring tourist destinations, the Outlet Center Eben stands for a very special shopping experience in the middle of one of Austria's largest tourist strongholds. Thanks to the increased visibility on the A10 Tauern motorway, even more travellers are now stopping through and taking advantage of the extended range of gastronomy and outlet shopping.
The very successful cooperation between the Outlet Centre and the numerous hotels in the province of Salzburg is creating a good mood among hoteliers and hotel guests. Outlet shopping is a welcome bad-weather programme and shopping is much more fun at greatly reduced prices.
Herbert Bittersam from Hotel Urbisgut in Altenmarkt also thinks that the Outlet Center has long since become a beacon in the region: "The Outlet Center Eben is a real enrichment for the tourist region. Our guests like to combine their hiking and activity holidays in our hotel with a shopping visit to the Outlet Center. Especially when the weather is bad, the outlet offers a very welcome change. As a cooperation partner of the outlet centre, we can offer all guests special arrangements and discount cards for shopping."
Christian Kleewein, head of the Flachau motorway maintenance department, sees the increase in traffic at the outlet centre as positive and is aware of the advantages for the adjacent service station: "Since the strategic orientation of the outlet centre has changed, we have noticed that the number of cars in the centre car park and the number of visitors at the adjacent Landzeit Süd service station have increased. More and more people passing through are taking advantage of the combined offer of shopping and gastronomy at the service station. The new advertising façade has once again significantly enhanced the appearance of the centre."
About our Outlet Center
Das Outlet Center Eben liegt im Herzen Pongaus, ca. 45 Fahrminuten südlich der Mozartstadt Salzburg, verkehrsgünstig direkt an der A10 Tauernautobahn. Auf einer Gesamtfläche von ca. 4.500 Quadratmetern präsentieren sich in aktuell 7 Stores über 30 nationale und internationale Sport- und Lifestyle-Marken in eigenen Shops oder in sogenannten Multibrand Stores. Es werden Vorjahres- und Musterkollektionen ganzjährig 30 bis 70 Prozent günstiger gegenüber den unverbindlichen Preisempfehlungen des Herstellers angeboten.
Übrigens! Ein Besuch im neuen Outlet Center Eben lohnt sich jetzt mehr denn je, und das nicht nur wegen des atemberaubenden Panoramas: Im HOT SALE geben wir bis zu -70% Rabatt auf viele unserer Sport- und Lifestyle-Marken. Ob für einen Tagesausflug für Touristen in der Nähe oder als Reiseziel aus dem Salzburger Land – wir freuen uns auf Ihren Besuch!
Slowly but surely, everyday life is returning to us - we at the Outlet Center Eben are happy to finally be able to open our shop doors for you again at the original opening hours!
Ab Samstag, dem 06. Juni, sind wir mit unseren neuen “alten” Öffnungszeiten wieder an sechs Tagen in der Woche für Sie da. Montags bis freitags von 9 bis 19 Uhr und samstags von 9 bis 18 Uhr stehen unsere Stores jedem Shoppingbegeisterten offen. Selbstverständlich hat Ihr Wohlergehen für uns oberste Priorität und wir halten sämtliche Hygienevorschriften ein. Für mehr Informationen hierzu und zu besonderen Angeboten können Sie sich auf unserer Website (outletcentereben.com) umschauen.
Martina Lechthaler, Area Manager of R1 Sport Outlet, is happy about the increasing number of visitors and notices that they are enjoying shopping again: "I can literally feel that our customers are having fun shopping again. Hiking and outdoor clothing is very much in demand at the moment. No wonder, because the summer season has long since begun and bikers and hikers are on the move in the mountains again. A visit to the Outlet Center Eben is therefore always worthwhile, as you can find high-quality sports and outdoor clothing at greatly reduced outlet prices."
Those responsible at the Outlet Center Eben are also eagerly awaiting the revival of the region through tourism.
"Despite the difficulties in making concrete forecasts, we are optimistic that we will be able to welcome more visitors to our region again from the lifting of the entry ban on 15 June at the latest; also because we have received more and more enquiries for day trips and holidays from Austrian guests in recent weeks. Summer 2020 will be different - differently exciting, differently varied and differently unique. Even away from events, the seven holiday resorts of the Salzburg Sport World offer countless activities to experience and enjoy. In any case, we are very much looking forward to once again welcoming guests from Austria and soon also from neighbouring countries to our beautiful region," says Barbara Habersatter from the Eben Tourist Association.
We are looking forward with confidence and are very happy to be open for you again on a regular basis. "We are very keen to continue offering our visitors a great service and to keep adapting our range to the customers' wishes in the future. Come and visit us and experience a unique day in our centre," says Michael Lungkofler from Outlet Center Eben.
Martina Lechthaler (right), Area Manager of R1 Sport Outlet, with Deputy Store Manager Kristina Bagaric. (Archive photo)
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