Product-Experience Concept Introduction Situated in Canadian Rocky Mountains, near the summit of Tod Mountain, Sun Peaks Resort one of the significant tourist attractions in the region. The resort itself is a destination located in about 30 minutes drive from Kamloops. It is commonly described as “a family-friendly and affordable year-round resort surrounded by three mountains” ( Sun Peaks Resort: Destination BC , 2016). Naturally, apart from the beautiful sights and opportunities for winter and summer sports, the facilities of the resorts have a number of various attractions for the tourists of different groups throughout a year. It is also important to point out that Sun Peaks Resort is, in many ways, oriented to Canadian tourists (Sperling, 2016). That is the reason why any new product that is developed for it should consider the specific needs of the Canadian tourism industry in general and profiles of travelers, in particular. Sun Peaks Resort with its mountain views, various opportunities for skiing, sledding and engaging in other winter sports, alongside the availability of sports school, private lessons, festivals, and events create a unique appeal to diverse groups of tourists, but especially it is intended to attract those who relate to the Free Spirit profile ( Sports School in Sun Peaks Resort, 2016). Also, Sun Peaks Resort “caters to foodies with a great selection of restaurants, and annual food and wine festivals” ( Sun Peaks Resort: Destination BC , 2016). However, in terms of developing new product experience for Sun Peaks Resort, it is paramount to note that some seasonal experiences should be taken into consideration. In winter, the variety of activities for tourists is much wider and more specifically oriented to Free Spirit tourists. On the other hand, during the summer period, it would be better to extend a number of activities that would be popular among those tourists who correspond to the profile of Free Spirits because Sun Peaks Resort has a great potential to look into that direction. In particular, one of the most popular areas of tourists’ activities that attract this segment of travelers is active participation. Unlike Non-Hassle travelers, Free Spirits would be more willing to take risks and try sporting activities. They also like to socialize and share their traveling experiences both in real life and on social media. For that reason, the new product experience that would attract more tourists from this market segment is to organize small competition events in various winter and summer sports. In particular, the organized sporting competition for those who stay at Sun Peaks Resort will include both adults and children. Given the fact that it should be more dynamic, the particular sporting activities of the competition will include skiing in winter and tennis and bike riding in summer. Overall, “striking a delicate balance between the natural setting and convenient amenities, Sun Peaks Resort offers incredible access to cross-country skiing, downhill skiing and snowboarding in winter, and hiking, golfing and mountain biking in summer” ( Sun Peaks Resort: Destination BC , 2016). Sun Peaks Resort is a home for professional sporting competitions, which would only make it more appealing to target customers who look for hi