1. Defining the variables
The ski resort wants to base their experience on two family types : groups of friends and families. These are their main customers, and they know that Swewerlab studio will allow to add more family types later.
The main outdoor activity is skiing, although the resort wants to show more diversity by adding sledge and huskies.
The additional activity variable will also help them showcasing different aspects of the resort : relaxing in the spa, showing the variety of food and shops.