Name: Dougie
Age: 37
Location: Suburban Montana
Household: Engaged, with two members in the household
Background:
Dougie is a 37-year-old male who has earned a bachelor’s degree and runs his own business. With a medium income level, he leads a balanced life, carefully dividing time between his professional responsibilities and personal passions. Dougie has a deep appreciation for outdoor activities, particularly skiing, and adventurous sports, reflecting his desire to stay active and connected to nature. He values wellness and is committed to maintaining a healthy lifestyle while embracing the serenity and excitement that outdoor experiences offer.
Motivations:
- Staying active and healthy through outdoor pursuits
- Creating meaningful, memorable experiences in nature
- Balancing work life with leisure and family time
Challenges:
- Time constraints between running his business and enjoying leisure activities
- Managing the costs associated with vacations and gear
- Seasonal availability of certain activities like skiing
- Concerns about unpredictable winter weather and safety on the slopes
Buying Behavior:
Dougie has a moderate buying behavior but values quality, especially when it comes to experiences and gear. He often relies on online reviews and recommendations from trusted sources before making purchasing decisions. He’s willing to invest in high-quality equipment to enhance his outdoor experiences and is a regular visitor to ski resorts, making use of their amenities and accommodations.
Digital Habits:
An active social media user, Dougie frequently browses Facebook and Instagram to find deals on ski gear and to read reviews on resorts. Before embarking on a trip, he thoroughly researches ski destinations, comparing amenities, safety standards, and inclusivity for different skill levels.
Goals:
Dougie’s primary goal is to fully enjoy his outdoor experiences—remaining active while also finding moments to unwind and recharge. In the long term, he aims to create lasting memories through these adventures while continuously seeking new destinations that offer unique and enriching skiing experiences.
Concerns:
- Managing the costs of travel, accommodation, and gear
- The impact of harsh winter weather on travel and ski conditions
- Ensuring that resorts are inclusive for various skill levels and prioritize safety
Quote:
“This isn’t actually the top of the world. It just feels like it.”
references:
based on personal experience & some external resources
https://nsaa.org/webdocs/Media_Public/IndustryStats/Skier_Demographics_2023.pdf
https://datausa.io/profile/geo/big-sky-mt
https://bigskyresort.com/#:~:text=This%20isn’t%20actually%20the,It%20just%20feels%20like%20it.
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