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Visit Big Bear is the destination marketing organization for Big Bear Lake and manages the Big Bear Lake Visitor Center, the Big Bear Lake Visitor Guide, the BigBear.com website, and the Care For Big Bear campaign for a sustainable and litter free valley.

Visit Big Bear has proudly sponsored events like Spartan Race, the Fox US Open of Mountain Biking, Tour de Big Bear, the July 4th Fireworks Spectacular, and more. See what Annual Events are coming.

Visit Big Bear is funded through community partnership and the Tourism Business Improvement District (TBID). See below for TBID information.

Mission Statement:

Together we elevate Big Bear Lake by promoting responsible visitation through tourism, taking an active role in environmental longevity, and fostering an inclusive, positive community. As the hub for community information, recreation and events, we empower visitors through education and involvement. With the sentiment of a quiet mountain town, we work to bring awareness to the natural environment we call home. With four-seasons of limitless recreation, we encourage and support all who want to join in the fun. Big Bear is your mountain lake escape, and we are here to show you around.

Strategic Vision:

Our vision is to weave a personal sense of ownership and pride in each visitor of Big Bear Lake. In encouraging responsible visitation, we balance the natural environment with the needs of the community, businesses, and visitors. Through balance, we seek to continually revitalize and grow Big Bear Lake, enhancing our story and honoring our mountain-town heritage.

Our Board

Our Board:

Loren Hafen - President

Nick Lanza - First Vice President

Clayton Shoemaker – Second Vice President

Jo Ann Cecil - Treasurer

Christie Brewster - Secretary

Danielle Goldsmith – Director

Robert Manning – Director

Our Staff

Our Staff:
Michael Perry - CEO

Monique Rangel - Director of Operations, Marketing

Will Weisfeld - Director of Events

Olga Ruiz - Comptroller

Matt McCabe - Visitor Center Manager

Sara Schacht - Social Media & Website Content Coordinator

Stephanie Castillo - Member Relations & Senior VC Specialist

What Is A TBID?

The Big Bear Lake Tourism Business Improvement District (TBID) supports overnight tourism through marketing, advertising, events and promotion to benefit our community businesses.

What is TBID?

TBID stands for Tourism Business Improvement District.

Developed by Visit Big Bear, the Big Bear Lake Tourism Business Improvement District (BBLTBID) is a tax based program designed to provide specific benefits to payors, by funding marketing efforts for those assessed (taxed) businesses.

The current district (City of Big Bear Lake) places the assessment on lodging sales and tickets sales of Big Bear Mountain Resort. Revenue is managed by Visit Big Bear - a 501c6 non-profit destination marketing entity - who reports directly to an advisory board.

Visit Big Bear's goal is to increase overnight visitation midweek and off-season to support businesses and year-round employment. Once per year, there is a 30-day period in which lodging and resorts paying more than fifty percent (50%) of the assessment may protest and initiate a City Council hearing on district termination.

Unlike other forms of funding (like TOT), TBID funds cannot be diverted into government programs.

Want to learn more? Check out our TBID FAQ Sheet.

Why is a TBID Needed?

The landscape for destination marketing is very competitive, and history has shown that if a destination can no longer compete for top-of-mind awareness, the economy of that destination will suffer.

72% of TBIDs are formed due to a loss of city/county funding or insufficient existing funding to compete with other destinations for visitors.

The TBID funding approach has been used successfully in other destination areas throughout the country to provide the benefit of additional room night sales directly to payors.

Visit Big Bear's goal is to increase overnight visitation midweek and off-season to support businesses and year-round employment.

How Are Funds Collected and Used?

The City is responsible for collecting the assessment on a monthly or quarterly basis (including any delinquencies, penalties and interest) from each lodging and ski resort business located in the boundaries of the BBLTBID. The City shall take all reasonable efforts to collect the assessments from each lodging and ski resort business.

Visit Big Bear spends the bulk of it’s marketing investment during the shoulder seasons of spring and fall. A variety of channels are used to inspire visitation at the right time to the right audience.

These funds are stable, dedicated funds for destination marketing that allow local businesses to have a greater direct impact on how marketing dollars are being used to promote the destination.

Unlike other forms of funding (like TOT), TBID money cannot be used by government programs.

What Are TBID Benefits?

The BBLTBID immediate goal is to increase overnight bookings midweek and off-season to support businesses and year-round employment.

Marketing programs implemented and managed by Visit Big Bear are designed to increase overnight stays and promote assessed businesses as destinations for tourism, events, and commerce.

Who Manages TBID Funds?

Revenue is managed by Visit Big Bear - a 501c6 non-profit destination marketing entity - who reports directly to an advisory board.

Visit Big Bear serves as the BBLTBID’s Owners’ Association. The Owners’ Association is charged with managing funds and implementing programs in accordance with the Plan, and must provide annual reports to the City Council.

Unlike other forms of funding (like TOT), TBID money cannot be used by government programs.

Who Is Assessed?

Lodging Payors: The annual assessment rate for lodging businesses is three percent (3%) of gross short-term (stays less than 31 days) room rental revenue. Based on the benefit received, assessments will not be collected on stays of more than thirty (30) consecutive days. Assessments pursuant to the BBLTBID shall not include room rental revenue resulting from stays pursuant to contracts executed prior to April 1, 2016.

Ski Resorts:
The annual assessment rate for ski resort businesses is two percent (2%) of lift ticket and annual pass revenue. Lift tickets and annual passes that are valid at multiple ski resorts will be assessed for that portion of the sales price of the lift ticket or annual pass that is attributable to the ski resort(s) within the BBLTBID boundary.

Are you an Assessed Property?
Get your TBID assessed property on BigBear.com here.