Tourism, Hidden Gems & Finding Your Own Sierra Story – A Conversation with Carl Ribaudo
The Sierra Nevada has always been a place of adventure, but in recent years, the way we experience it has shifted. Since COVID, the mountains have seen a surge in visitors—some looking for solitude, others seeking outdoor escapes. But with more people discovering the region, new challenges arise: how do we balance access and sustainability? How can travelers find deeper, more personal connections to the places they visit?
This week on Sierra Rec Now, I sat down with Carl Ribaudo, a leading tourism strategist and longtime observer of how destinations evolve. Our conversation explored everything from the changing post-COVID tourism landscape to the hidden gems that make the Sierra a place worth discovering over and over again.
A Post-COVID Sierra: More People, New Challenges
We kicked things off with a big-picture discussion about what’s happened in the Sierra since COVID. Carl noted the dramatic increase in visitors and how destinations are now feeling a greater responsibility to manage tourism rather than just promote it.
“Once people discovered the Sierra as a getaway,” Carl explained, “they kept coming back. But now, places like Lake Tahoe, Mammoth, and Reno-Tahoe are shifting focus. It’s not just about attracting visitors—it’s about stewardship, making sure these places remain special for the long term.”
That shift from promotion to management is something I’ve noticed too. For years, Sierra Rec has encouraged travelers to look beyond the hotspots, to discover the lesser-known trails, lakes, and experiences that offer the same beauty—without the crowds. Carl agreed:
“If we think about it, we’re all wired to enjoy a place more when we feel connected to it.”
That idea—finding your own Sierra story—became a theme of our conversation.
The Unique Vibes of Sierra Destinations
At around the 5:30 mark, we started talking about something really interesting: the “vibe” of different Sierra regions. Carl pointed out that every destination naturally creates a certain atmosphere, and recognizing that can help visitors shape their experiences.
He broke it down like this:
- Reno – An urban, college-town energy
- Virginia City – A historic, Wild West vibe
- South Lake Tahoe – A mix of recreation and entertainment
- North Lake Tahoe – A more relaxed, family-oriented feel
- Carson Valley & Carson City – Open spaces, Basque food, and farm culture
- Mammoth – “LA in the mountains”
This really resonated with me. Each of these places has its own unique rhythm, and sometimes, the best way to experience them is to lean into those natural vibes rather than forcing an expectation.
The Power of Looking Beyond the Obvious
Around the 6:30 mark, we turned the conversation toward creativity in tourism. Carl explained how marketing shapes our perception of destinations—sometimes for better, sometimes in a way that narrows our view.
“There’s always a dominant message,” he said. “South Lake Tahoe is all about the lake and casinos, but what if you went in winter and explored the quiet backcountry? What if you skipped the beach rush in summer and hit the trails at sunrise instead?”
That idea—going against the crowd—became a key theme as we started listing some of our favorite hidden gems.
Carl’s Favorite Sierra Hidden Gems
At 11:10, Carl dove into some of his personal favorite places. One that surprised me? Death Valley.
“For motorcycle trips, it’s unbeatable,” he said. “Wide-open roads, no crowds, just pure landscape.”
He also shared a recent discovery: Black Rock Desert—a vast, remote expanse that feels like another world.
We then talked about Plumas County (13:00 mark) and how its slower pace offers something totally different from the high-energy Tahoe or Mammoth experience. “It’s a place where you feel the pace slow down,” Carl said. “Not every visitor is looking for that, but when you are, it’s magic.”
The Shift from Promotion to Management
At 13:30, we tackled the reality that some Sierra destinations are now in a stage of tourism management. You can’t stop people from coming—but you can guide them to experience a place responsibly.
This is where we, as travelers, have a role to play. Carl and I talked about ways visitors can be stewards—whether it’s volunteering, supporting local businesses, or simply respecting the landscapes we love.
“Instead of just landing where everyone else is,” Carl pointed out, “people need to give a place the attention it needs and deserves.”
Where to Find the Sierra’s Hidden Gems
At 17:30, we started listing some of our personal go-to spots:
- June Lake midweek – Fewer crowds, the same stunning views
- Burgers along Highway 395 – You haven’t really road-tripped the Eastern Sierra until you’ve stopped for one
- Milkshakes at Walker Burger – A classic, worth the detour
- Regan Beach at sunset – One of the quietest, most peaceful spots in South Lake Tahoe
- Blue Lakes (Alpine County) – A remote oasis for those who know where to look
For me, Blue Lakes is a personal escape—one of those places where I can truly unwind with my dog, away from the crowds.
Carl wrapped up this section with a simple but powerful takeaway:
“The best experiences often come when you go counter to the crowd.”
How to Create Your Own Sierra Story
As we closed the episode, we talked about something Carl believes is key to truly experiencing a destination: local newspapers.
“If you really want to understand a place, read the local news,” he said. “That’s where you find out what’s happening, what people care about, and where the real culture lives.”
I loved this insight. It’s a reminder that travel isn’t just about landscapes—it’s about people, history, and the stories we discover along the way.
So, as you plan your next trip to the Sierra, I encourage you to think about your own Sierra story. Seek out new places, explore off-peak times, and most importantly—give each destination the attention it deserves.
🎧 Listen to the full conversation on Spotify, YouTube, or your favorite podcast app!
