05/29/2026
Dear Big Bear Valley Community,
Over the years, I have spent a great deal of time thinking about what makes our valley special and what will ensure its success for generations to come. As the owner of Big Bear Television, I have the privilege of speaking with residents, business owners, visitors, nonprofit leaders, artists, educators, and second homeowners who all share one thing in common: a love for Big Bear Valley.
Recently, I have been reflecting on how we invest our tourism dollars and whether we are maximizing their impact on our local economy.
Let me begin by saying something that may surprise some people: this is not an argument against tourism. Tourism is essential to Big Bear Valley. Our hotels, restaurants, attractions, retailers, and many local jobs depend on visitors. We should continue welcoming tourists and promoting our mountain community.
However, I believe we have become too focused on what I call Tier 3 visitors: the people who come for a day, a weekend, or a short vacation.
In my view, there are two other groups that deserve far more attention.
Tier 1 is our local community. These are the people who live here year-round. They volunteer, serve on boards, support local businesses, organize events, coach youth sports, create local media, and help shape the culture that makes Big Bear unique.
Tier 2 is our second homeowners. These individuals and families have already made a significant investment in Big Bear Valley. They own homes here, pay property taxes here, hire contractors here, shop here, dine here, attend local events here, and invite their friends and family to experience our community. Many spend tens of thousands of dollars annually in our local economy.
I believe we often underestimate the economic value of these two groups.
A second homeowner who visits multiple times a year, renovates a property, supports local businesses, and participates in community events may contribute more to our economy than many short-term visitors. Likewise, an engaged local resident can help create events, businesses, and organizations that strengthen our valley for decades.
Consider people like Tara Antongiorgi, a second homeowner who chose not only to invest in property here but also to invest in our community by creating Plein Air Art Competition that brings people together and contributes to our local economy. She is not alone. Throughout Big Bear Valley there are residents and second homeowners with ideas, talents, resources, and passion that could help shape the future of our community.
This is why I believe some portion of our tourism funding should be directed toward strengthening Tier 1 and Tier 2 participation.
Imagine tourism dollars helping local organizations create new events. Imagine programs that connect second homeowners with community projects. Imagine training residents and businesses to become ambassadors for Big Bear Valley through social media, storytelling, and community engagement. Imagine investing in the people who already love this place and have chosen to make it part of their lives.
My concern is not that we spend money attracting visitors. My concern is that we may be overlooking the tremendous economic and community-building power that already exists within our own valley.
The strongest communities are not built solely by attracting outsiders. They are built by empowering the people who are already invested in their success.
I believe Big Bear Valley’s future depends on recognizing that our residents and second homeowners are not separate from our tourism economy. They are among its most important assets.
If we strengthen Tier 1 and Tier 2, we strengthen Big Bear Valley itself.
Respectfully,
Theodore Trentman
Owner, Big Bear Television
