Solutions for your competitive world.

We are a South Lake Tahoe, CA boutique marketing consulting firm that that provides a range of marketing and strategic planning services for the tourism, recreation, and hospitality industries.

Join Our Mailing List

SMG President presenting on travel marketing measurement at ESTO conference

One of the biggest challenges for destination marketing organizations (DMOs) is the issue of measurement. The most significant problem is how to go beyond individual program measurements, like the number of opens per email newsletter, to assess a DMO’s overall effectiveness through the number of room nights generated, the amount of revenue generated, and the return on the invested capital.…

Finding New Niches

What makes a destination appealing? That’s a loaded question, as the answer varies with everyone you ask. Certainly there are universals – scenic beauty, attractions, arts & culture, recreation, shopping, special events. In my case, I found myself traveling to Ely last month for a unique mountain biking event, the 9th annual Fears, Tears and Beers Enduro Race, organized by…

Planning Your DMO’s Content Marketing Strategy

Keeping your destination’s name on the minds of visitors is a key objective. One way to help achieve this is for your digital marketing content to be as relevant and valuable to your followers and visitors as possible. To boost your destination’s content appeal and engagement, consider using a thoughtful content development strategy that combines visitor personas with visitor journey…

Timeless tourist attractions

Let’s take a moment to recognize the oldest theme park in California. The Santa Cruz boardwalk has been around since 1907! I still ride the roller coaster every time I am down there. It’s amazing that this tourist attraction is over 100 years old and still going strong. What are the key elements that keep this place vital after all…

Harnessing the power of the selfie

Every morning on my way to work, I drive past a sign that welcomes visitors to South Lake Tahoe. Depending on the time of day, it’s not unusual to see a few cars parked by it, as visitors snap selfies with the sign in the background.  It may not be as stunning a backdrop as Lake Tahoe, but it does…

Does Your Destination Speak with One Voice?

Posted by Chris Ribaudo I sometimes wonder why destinations and properties use one brand voice on the company website and content marketing and another on their social media pages. It could be a lack of oversight. Historically, C-level leader’s embrace of social media marketing has been slow. So, a difference between their brand’s voice on their website or their content…

The Saudade of Travel

Last weekend I listened to an interesting radio piece on Saudade, also spelled Saldaje.  It’s a Portuguese word that has no real translation in any other language. It’s also one that’s a bit hard to define (though Wikipedia has attempted to do so). It’s considered primarily to be a feeling of longing, though it can have both happy and melancholic…

Content Marketing Production Tips for the Hospitality Industry

Posted by Chris Ribaudo In his post on 2014 hospitality trends, Robert Rauch suggests content marketing will replace advertising. Whether this actually happens in 2014–or ever–remains to be seen. But what is certain is that content marketing has and will continue to have the lion’s share of destination promotion. What does this mean for you? You need to produce relevant…

5 Key Trends for DMO Competitiveness in 2014

Posted by Chris Ribaudo What are you doing differently this year?  Below are 5 major trends destination marketing organizations (DMOs) will want to look out for in 2014. Data Driven Marketing If you haven’t already, this is the year to make the commitment to strategic marketing planning by customer data. Gathering, sorting, prioritizing and leveraging customer data for more effective…