The reindeer as Avoriaz mascots were short lived when it was realized that they couldn’t find good sustenance and climate in Avoriaz, in fact a few ran away and had to be wrestled back from nearby Switerland. At the same time, as the resort grew in popularity, a switch has to be made to horse-drawn sleigh from the valley with their owner-conductors.
That explain why the reindeer logo was dropped, even though the visual could have been switch to stylized silhouettes of skiers, snowboarders, mountain climbers, mountain bike riders, etc, as they exist Olympic-style.
In addition, the local ski school caved in from the French ski instructor syndicate to adopt their national uniform, the town of Morzine forced also the issue of merging its name with Avoriaz creating a new logo and jettisoned all the previous Avoriaz specific branding.
The “Festival du Film Fantastique” (Sci-Fi film festival) was also a flimsy attempt to attract the French celebrities to the resort and lost it reason of being as the lodging grew but not in terms of quality and amenities that well-to-do skiers were looking for.
In the process, Avoriaz became the perfect product tour operators were looking for, sacrificing the more ritzy type of clientele targeted initially, thus accelerating the stagnation of its lodging quality that was quickly no longer in line with a more affluent clientele’s expectation.
It’s also that Avoriaz found itself diluted with the giant interconnect “Portes de Soleil” that also blurred its unique image. The “British invasion” spurred by Easy Jet creating a hub in Geneva over the ashes of Swissair didn’t help either, bringing herds of loud and young kids to the mountain.
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