The grounds and atmosphere at Lilienberg are truly exceptional. What is the image that the Entrepreneurs’ Forum projects?

Susanne Grüner: We want people to feel welcome and at home here. Our goal is to create an atmosphere that feels safe, where you really feel like you can switch off. And we do whatever it takes to create it. We feel it’s important that Lilienberg is not seen as an exclusive or inaccessible place. Of course, we appreciate the wonderful location and the special aura – a lot of people call it a “jewel.” But unlike a jewel, we offer much more than just something beautiful to look at.

Christian Graf: For my part, I can only concur. The warm welcome we always receive here is unique. You immediately feel that special Lilienberg atmosphere – it is a place where you can clear your head and leave the hustle and bustle of the city behind you. Throughout the complex, you are struck by the cleanliness and attention to detail everywhere.

MAS Business Administration sessions have been held at Lilienberg for 25 years. What does the hotel mean for your program?

Christian Graf: For us at ZHAW, Lilienberg is an integral part of our Master of Advanced Studies in Business Administration and the Master of Business Administration. Lilienberg is hard-wired into the program. It provides a unique environment that helps participants get to know each other and fosters personal growth. Unlike digital formats that have been on the increase since the pandemic, students experience a holistic learning process here.

Susanne Grüner: Collaboration with ZHAW is special because the Lilienberg Entrepreneurs’ Forum is more than just a seminar hotel. It gives us the ability to combine the didactics of the programs directly with the infrastructure. For example, many communication training sessions take place in the park, not in a classroom. This flexibility and Lilienberg’s integration into its surroundings make it a unique location.

What exactly sets the Lilienberg Entrepreneurs’ Forum apart from other seminar venues?

Susanne Grüner: Originally, Lilienberg was founded as a think tank for entrepreneurs, a place to create networks and develop new concepts in business. And that’s still running through our veins today. For us, it’s about offering people interested in entrepreneurship a place to come together and exchange ideas. At the same time, the Lilienberg mindset plays into everything. The team here thinks with you and understands the needs of our guests and partners, which gives rise to a personal working relationship based on trust.

Christian Graf: One story from two years ago illustrates this. At breakfast, a service employee gave me feedback on one of the classes she had supervised. It was honest and accurate feedback that described the class as a group in great detail. That feeling the staff bring out impresses me so much and shows how they engage with the people here.

Can you describe how the seminars changed over the course of the pandemic? Was it possible to pivot to digital or hybrid forms?

Christian Graf: Yes, during the pandemic, we had to hold online seminars, which was a big change. It also became clear very quickly that we were losing the human element. Getting to know each other through a screen is impersonal; there’s no body language, and you never get any real group dynamics. However, direct contact is vital, especially in a two-year, part-time degree program like the MAS BA. Participants get to know each other intensively in the first semester, which becomes the foundation for working together. The goal is not only to impart knowledge but also to grow personally and professionally. This kind of sustainable growth on the human level works better at a place like Lilienberg than in an online seminar.

Susanne Grüner: That’s been our experience, too. Many schools have an on-campus learning center, but Lilienberg offers complete separation from everyday life, giving participants a place to concentrate fully on the essentials. It also allows them to get to know their classmates in a different environment and grow together as a group through the intensive work they do together. Of course, that was a lot harder to do during the COVID-19 restrictions. Online seminars have their advantages, but they are no substitute for the on-site experience that is so important for personal and professional development.

What does the future hold for the Lilienberg Entrepreneurs’ Forum? Are there any plans to develop the location further?

Susanne Grüner: There are always plans. We’ve made a lot of changes recently, and there are more in the pipeline. The Board of Trustees, some of whom are American, brings new ideas and perspectives that will shape the future of Lilienberg. One major topic is the expansion of the swimming pool and wellness area, but other construction projects are planned. But while all that’s happening, we still want to stay one step ahead and always offer everything today’s guest needs.

Christian Graf: For us, Lilienberg is and will always remain an important place as an antidote to the digital world. It’s a place to slow down, kick-start your creativity, and concentrate on the individual. The calmness and focus are invaluable in a world where everything seems to keep moving faster and faster.