From time to time, it happens that someone notices the Hirschen. A beautiful thing, considering we come from a corner that I love to refer to as a "forever insider tip".

Many a visitor assures us with reliable frequency of our "imminent breakthrough". Should there be one, it seems hesitant to me. I am not complaining. Slow growth may be unbearable to my impatient soul, but it has led us to think deeply about things here. I would almost venture to say: they have gained more substance than they otherwise would have.

A few weeks ago, in any case, I was allowed to present the Hirschen in a place that possesses significantly more reputation, tourism intensity, and matte-finished Mercedes G-Classes than could be found in these parts. In such places, you have to offer "the guest!" something. The "guest!" wants escalators, alpine romance, Kaiserschmarren. Old hat, Austria has marketed itself to the top of the world in that regard. What is more interesting is the volatile part: the seasonal excesses.

Currently hip: "Cocooning", "Longevity", "Gen-Z-Fit", "AI". Name a place where you can get through the day without one of these terms. Two years ago, it was "Big Data", "Agile Organization", "Workation".

That's how it goes. An important company writes a trend report, spreads it firmly in the market, and then the email arrives: Are you fit for longevity? 123% of all guests do not want to die early! What are you doing about it?! Well. And then you look around at home and think, up until yesterday, everyone was happy with how things were. Now we probably have to drink the Cos d'Estournel ourselves and replace it with cucumber juice. So it's the cucumbers that get chopped, while the grapes in Bordeaux suddenly experience longevity because nobody wants to sip them anymore. At most, you can use them for grape seed cosmetics now.

This is where country living comes into play. It acts a bit like a filter. I may have become a country bumpkin after almost 9 years, or simply an old boomer — but you perceive all of this in a pleasantly muffled way. And don't get me wrong, I could geek out over Claude for half the day. It just brings out one of my most valued traits: calmness.

I appreciate this not only in people but also in organizations. There are such wonderfully quiet things that are simply good. And work. How beautiful is that, actually?

You go on vacation for relaxation or entertainment. Always have. Usually a mix of both. So whether you cocoon, workate, or chat with AI — it fits wonderfully. Or just have a beer on the bench. Feels so good, it can't be wrong.

In any case: at the Hirschen, you will in all probability experience a calm summer. Just like autumns, springs, and winters (singular = plural, obviously). This doesn't mean we aren't constantly working to make everything here as pretty and agile as possible. Perhaps we will see you soon in the land of calmness.

See you soon, all the best
Peter Fetz

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