Carl Ribaudo

BMW motorcycleCarl Ribaudo

Carl is a strategic thinker, thought leader, and innovator in the tourism industry. As the founder and president of SMG Consulting, Carl provides a wide range of services including marketing research, marketing strategy and planning, tourism economic analysis, and measurement. He is a trusted adviser to a number of CEOs and senior executives throughout the industry, and was recently appointed to Visit California’s Measurement and ROI Committee.

Carl has served the marketing strategy needs of clients ranging from ski resorts to casinos…from lodging properties to Destination Marketing Organizations (DMOs)…from advertising agencies to retail stores. In each case, he and his team design solutions unique to each client’s needs.

In addition to his work with businesses and government, Carl has served as an adjunct faculty member at Sierra Nevada College, Lake Tahoe, where he taught courses in marketing and advertising. He has also taught a seminar on tourism marketing at the University of Nevada, Reno, and has written white papers on subjects that include Marketing Strategies for Mature Destinations, Company Branding, Game Theory and Your Marketing Efforts, Marketing Niches as a Strategic Tool, and Using a Business Model for Your Destination. His latest whitepaper, Reno-Tahoe Tourism Trends: Navigating Change, is now available.

An active participant in the community both professionally and personally, Carl is the former Chairman of the Lake Tahoe South Shore Chamber of Commerce, where he supervised the merger of two area chambers. Carl also served as a member of the Tahoe Regional Planning Agency Pathway Forum Board charged with shaping the 20 year environmental plan for Lake Tahoe. He received the South Shore Entrepreneur of the Year award in 2011 and he currently serves as Board Chairman of the Tahoe Resource Conservation District.

Carl is also a writer and speaker. He authors a monthly op-ed page for the local newspaper, has published a number of marketing strategy, tourism and motorcycle touring related articles, and is a familiar face at industry conferences, where he regularly serves as a guest speaker and panelist.

Carl obtained a Bachelor of Science degree from California State University at Northridge. He received his Master’s degree in Business Administration (MBA) from San Francisco State University Graduate School of Business. He recently completed a certificate program at Cornell University in Organizational Change Leadership.

In his spare time Carl enjoys riding his BMW motorcycle on two lane roads throughout the west and anything to do with his childhood favorite baseball team, the New York Yankees.

Phone: (530) 541-2462 x101