Is your company resting on its laurels while Planica plans for 270-meter flights?

I still clearly remember the first time I watched the ski flying in Planica. I was just a child. Back then, the world seemed immeasurably larger, especially when standing beneath the "Planiška Velikanka" (the Giant Hill). Yet even then, I could feel that special atmosphere in the air—the kind that the valley beneath the Ponce mountains conjures up time and time again. I remember that experience today as if it happened yesterday.

Exoticism in the Snow and Matti’s Bold Promise

I am convinced this isn't just because I've reached the age where I remember past events better than what I need to buy at the store this afternoon. In 1985, nothing was left to chance. I remember the many police officers standing in a long cordon along the entire path to Planica. The reason was a high-profile visit: Julius Nyerere, the then-president of Tanzania. I still vividly recall his clothing—he wore traditional attire in the middle of a Gorenjska winter. As a child, I found it both fascinating and terrifying; I was convinced he must be freezing. Today, I suspect he was likely hiding a set of proper thermal fleece under that exotic fabric. Regardless, the impression he left was unforgettable.

At the heart of the sporting action was Matti Nykänen. The "Flying Finn" was then at the peak of his power and audacity. I remember stories of him promising the organizers: "If you let me go from the highest starting point, I'll jump 200 meters!" They didn't allow it, of course. The engineers knew what Matti, in his adrenalin-fueled zeal, refused to hear—the flying hill physically didn't allow for such a feat at the time. In such a case, the legendary jumper would have landed practically on flat ground, which wouldn't have ended in an immortal record, but in a catastrophe.

My next major Planica milestone was Primož Peterka's victory and the famous Crystal Globe, which sent all of Slovenia into a state of collective ecstasy. Today, that story is continued by the Prevc family. This year, Nika and Domen thrilled even those who weren't yet born when Matti and Primož were celebrating their victories under the Ponce mountains.

David Coulthard on the Perfect Backdrop

Given what I've written, it's clear I'm not a regular visitor to ski flying matches, but I have experienced enough in Planica to deeply appreciate its exceptional sporting backdrop. Having spent years closely following the Formula 1 circus, it was interesting to meet David Coulthard in Planica. "DC" was visiting for the third time, this time as part of the Mastercard Talks event. Although, as a former top racer and later a Red Bull ambassador, he is accustomed to the most glamorous venues in the world, our valley and its mighty jumping hills impressed him.

Behind the scenes, he admitted to me that it is a truly impressive sporting setting. When a former F1 ace—who was also a regular guest at the elite Kitzbühel downhills—says that, those words carry weight. Planica, with its natural amphitheater shape and energy, is something that cannot be built with money alone. Over the years, we've witnessed jumpers setting new sporting milestones here. Even the television broadcast team has set a gold standard in Planica that other venues strive to emulate. The RTV SLO team has been setting the pace in this field for decades with innovative camera angles and technology that captures the full beauty of this extraordinary sport for the viewer.

Planica as a Case Study for CLV

Planica is not just a sporting spectacle; it is an excellent textbook for CLV (Customer Lifetime Value). Why do generations keep coming back? Because in the valley under the Ponce mountains, they don't just sell ski flying matches—they sell an experience tailored to the individual. This is a prime example of high-level segmentation in practice:

Closed Circles for Businesses: Opportunities for meetings, conferences, and corporate events where partners can build new opportunities in a uniquely relaxed ambiance.

Experiences for Entertainment Seekers: A sporting program of superlatives and records accompanied by a comprehensive entertainment lineup featuring the rhythms of Siddharta, Vlado Kreslin, the Sašo Avsenik Ensemble, and others.

Nurturing Future Heroes: Zavarovalnica Triglav, together with the hosts, enabled thousands of children to watch the match—a long-term investment in future generations of athletes and fans.

It is no surprise that entire families have been coming to Planica for years. Under the Giant Hill, everyone finds something for themselves—from entertainment in the middle of beautiful nature to social gatherings and adrenaline-fueled cheering. This is a lesson in how to care for your "customers" throughout their entire lifecycle (CLV): purposefully, and in accordance with their tastes and expectations.

Drama, Technology, and the Gaze Toward a Magical 270 Meters

This year's matches did not spare us some extra drama. Weather and wind tested the hosts' patience on Thursday and Friday, but that is the charm of outdoor sports. The highlights were undoubtedly the historic first-ever women's ski flying and Nika Prevc's record, which solidified Planica's role as a place where we constantly witness new milestones of progress. None of this is surprising, as the organizers of this jumping spectacle have never rested on their laurels. They are already looking toward a new, ambitious project: enlarging the flying hill. The goal? Flights longer than 270 meters. This is proof of visionary thinking.

The true business approach lies exactly in this: in constantly pushing boundaries. Planica tells us: respect the past, but remain focused on the future. Even though the valley under the Ponce mountains is the world capital of ski flying, the hosts move forward fearlessly—toward new records that will inspire many new generations.