A New Direction on Lake Zurich: Soner Avci reflects on his first 114 days as CEO

Soner, you’ve been CEO at ENTRA for about four months now—honestly, what has surprised you the most?

I’d heard quite a bit about ENTRA and how comprehensively the venue is equipped, but I’d never had the chance to see it for myself before.
During my first visit last fall, my eyes literally lit up as I walked up the stairs to the foyer, saw the hall with its furnishings, and then got to check out the control room. This event venue was deliberately planned and built to be beautiful, modern, versatile, multifunctional, and equipped with extensive technical capabilities for events. This level of quality is not a given for event venues.

Furthermore, the ENTRA team really surprised me… Their commitment to the venue is unparalleled. They embody “ENTRA” in an authentic, approachable way, and the client, the artists, and, not least, the guests can feel that. It is a privilege for me to lead such a team with such drive.

I would also like to emphasize here that I was welcomed in Rapperswil with great warmth and open arms. So many important figures from politics, business, as well as tourism, hospitality, service industries, and networking partners attended my “Welcome Sony & Get Together” event in February. I have never experienced such a reception or such interest in my professional career to date.

If you had to describe your first few weeks in three words—what would they be?

Joy, motivation, energy

From the Bernese Oberland to Lake Zurich: How did the move from Thun to Rapperswil feel for you?

Thun is a gorgeous region, and KKThun was an important place where I was able to work for six years. Even though Rapperswil, with the ENTRA, is right on Lake Zurich, has many mountains surrounding the lake, and features an old town crowned by a castle, I was initially rather hesitant and thought to myself that no city could hold a candle to Thun…
I was wrong!

I’ve been living in Rapperswil since the end of December 2025, and I’ve fallen head over heels in love…
The charming and picturesque old town with all its little boutiques, the castle with its amazing view, the open-hearted and down-to-earth people, and the way of life here immediately captivated me.

For anyone who doesn’t know ENTRA yet: What makes this place special to you?

It’s the whole package. The region, the location, the accessibility, the design, the possibilities, and last but not least, the team that gives ENTRA its soul.
We’re all very committed, authentic, down-to-earth, and able to live out our passion here. Whether it’s a simple workshop or a high-end, staged event.

What sets ENTRA apart from other event venues in Switzerland?

With its facilities and installations, ENTRA is a high-end venue that has established its place in the MICE sector in German-speaking Switzerland.
Here, too, it is the comprehensive package mentioned at the beginning that sets each venue apart from the others. Ultimately, it is the DNA, the philosophy, and the culture that make the difference.

When do you consider an event at ENTRA to be a complete success?

When we, as the host’s host, exceed the expectations of the client and the guests. When we can create unforgettable “ENTRA moments.”

Acting professionally as a unified team with the client, the agencies, and our key service partners, working together, and each giving our best.
When we can offer the client solutions and make their work easier, so they can focus on their core tasks.

Speaking of cuisine: What role does it play for you in the overall experience—and how important are strong partnerships like the one with dine&shine as ENTRA’s Preferred Catering Partner?

No matter how well you plan and stage an event, it’s often the culinary experience that guests remember. For me, it’s not just about the quality, but rather the presentation—how the event is captured and interpreted in the menu design, the execution, the finishing touches, and the surprising elements in the presentation…
But what also plays a major role here is the competence and friendliness of the catering team. A warm smile brightens every guest’s day and leaves a lasting impression.

dine&shine meets all these important criteria while remaining authentic at all times. This is also why dine&shine is a Preferred Partner of ENTRA.
We want to pass this added value on to our customers and present ourselves to the outside world as a cohesive unit and an extended seal of quality for ENTRA.

Where do you want to take ENTRA in the coming years?

ENTRA has been in operation since 2022 and has already undergone significant development and gained valuable insights in just a few years.
Building on this foundation, I want to further develop ENTRA, continue to professionalize it, and establish it as a major player in the MICE sector, commensurate with its size.
Deepening existing partnerships, forging new and necessary partnerships, and advancing the team. Creativity is literally bubbling up and just waiting to be unleashed.

Is there a format or event idea that you would definitely like to see (even more) at ENTRA?

With its current setup, ENTRA is ideally suited to expand into multimedia events and TV formats. This also includes live performances and live experience formats that feature a high degree of production (event design).
We also see ourselves as a valuable and worthy innovation hub, for example, in collaboration with external partners such as the University of Applied Sciences of Eastern Switzerland – OST, Impulsort, M01N Start-up Camp, etc.

With the development of the “ENTRA moments” brand, we also aim to dedicate ourselves to our own events, where we will showcase our expertise and create new formats independently.

What were your most important takeaways from the first four months?

That the ENTRA team and the building have much more potential than has been realized so far!

Was there a moment when you thought, “Okay, now I’ve really arrived”?

That unforgettable and truly heartwarming moment at the “Welcome Sony” event.
For me, it was the ultimate honor to be so warmly welcomed, and the best part was that each guest at the event had come up with a special surprise just for me. These ranged from walks together, a coffee tasting at a roastery, a swim ring for Lake Zurich, a Spotify playlist curated just for me, and more.

Simply indescribably wonderful!

What has really impressed you most recently at an event?

When you put thought into it and can surprise the participants, connect with them, and create emotions… and it doesn’t even have to be expensive, exclusive, or perfect… sometimes all it takes is wit, charm, and authenticity.

If you could design an evening at ENTRA completely from scratch—what would it look like?

That’s such a difficult question because I have so many ideas…
I really enjoy sharing beautiful moments and experiences, and I would probably create something to give back to the people, the city, our partners, and so on.
To show gratitude and pride that, with ENTRA, we are able to be an important and enriching institution for Rapperswil-Jona and the entire region.

Rapperswil in one sentence: What makes this place special to you?

Rapperswil-Jona sees itself as a hub for innovation, business, and education, and it is precisely this innovative, can-do mindset that has absolutely inspired me and motivates me to also contribute to the region through ENTRA.

Thank you for the interview, Soner.

We’re excited about everything to come—and look forward to continuing to create special moments together with ENTRA as their Preferred Catering Partner