Our Story & Our Staff
At SMG, we thrive on solving your problems regardless of size. We find solutions to your marketing strategy challenges and we love it.
Strategy. Marketing. Change. We recognize how changes in the market will impact your destination. We seek to help your organization adapt its marketing strategies and structure to best take advantage of the opportunities that will result in improved competitiveness.
Collaboration is key. We engage you in the process as we believe that through challenging viewpoints and sharing ideas, together, we can create the best marketing solutions unique to your organization.
Essentially, we are passionate about the role tourism plays in your destination. We strive to improve the experience for both your guests and local residents. We understand how visiting a destination refreshes the spirit of those who visit and appreciate the importance for local residents who benefit through jobs and taxes that provide vital local services.
We are dedicated to providing you with the best possible marketing solutions to the challenges you face in this competitive world.
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.
Learn More About Carl
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.
Valerie Lomeli is a city girl turned mountain girl and all things Lake Tahoe. Retreating to Lake Tahoe for over 25 years, Tahoe has always played a special role in her life adventures. She grew up in Southern California, educated in the medical, gaming, and engineering industries.
Valerie took her skills and relocated to San Francisco where she worked with top producing Real Estate agents, assisting in creating efficient and organic websites. There she developed her strategic thinking, trend analysis and long-term goal setting.
After San Francisco, Valerie brought her talents to the North Lake Tahoe | Chamber | CVB | Resort Association where she promoted the North Shore of the lake and learned the vital role tourism plays in destination economies. Valerie has always been a team player, strategist, a multitasker, positive and all about getting the job done!
Now she can call SMG Consulting home as she just recently joined the team as Account Manager. She is excited to market Lake Tahoe as a destination and work much more closely in the Tourism Industry.
In her free time, Valerie is out mountain biking, paddle boarding, skiing or relaxing at the lake. Truly a work hard play hard individual!
As Senior Hospitality Industry Consultant of the Strategic Marketing Group, Roger brings an expansive background in marketing and related sales management, providing an extensive scope of strategic and tactical solutions to clients within the tourism driven hospitality sectors. Roger has over 30 years of direct management experience in the travel and tourism industries involving recreational attractions, commercial and resort properties, and public sector tourism organizations at local, regional and state levels. With a significant background in resort accommodations management and having functioned in multiple high profile destinations, Roger brings a broad scope of strategic vision and practical competitive decision making to clients. Roger has served as a director of multiple public and private sector destination marketing organizations, providing strategy and analysis expertise in the formulation of marketing and sales initiatives.
Roger obtained a Bachelor of Science degree from California State University, Chico. While initially entering law school at the University of Arizona, his decision to focus on the marketing discipline of tourism came in 1970. During off hours Roger operates a small wine grape vineyard management concern in the California North Coast and enjoys alpine skiing and golf.
Senior Research Analyst
Karen Cupaiuolo has over 10 years of experience in market research and technical writing and editing for the tourism, snowsports and housing industries. She is skilled in both quantitative and qualitative research projects, from developing nationwide surveys to conducting in-depth interviews with key decision makers. Karen is a trained focus group moderator, and has conducted well over 200 traditional and online focus groups with a variety of audiences, from consumers to CEOs. She is an experienced research analyst and writer and specializes in presenting important results in a clear, succinct format that is easy to navigate for a variety of audiences.
Before moving to South Lake Tahoe five years ago, Karen lived in San Francisco and Washington, D.C. She enjoys painting, cooking, hiking and exploring in her spare time and is a volunteer with Lake Tahoe Wildlife Care.
Senior SEO Analyst
Kathleen (“Kat”) has an extensive background in SEO and SEM (Search Engine Marketing). For over 10 years, Kathleen has managed to keep up with Google’s crazy, ever-changing algorithms and has kept her clients on page one. Kathleen is also a part of the Lake Tahoe Tactical Team a government funded program provided by the City of South Lake Tahoe to help with the starting, running and growing of local business.
She is consistently involved in technologies that maximize usability and accessibility when optimizing/developing large web sites as well as identifying problems and solutions that result in major cost saving strategies as well as increasing the ROI of a project.
Kathleen lives in South Lake Tahoe, CA where she raises two awesome boys who enjoy all the mountain sports, summer and winter. Kat also keeps busy with martial arts and is currently training for her black belt.