Big Bear, Ca, July 5, 2011, 12:00pm - This past 4th of July weekend saw an increase in reservations through the Big Bear Lake Resort Association. These numbers reflect the Resort Association’s central reservations only, and do not reflect the rest of the lodging community in Big Bear. According to Rebecca Hrabia, the Director of Visitor Information Services the revenue through the Resort Association is up 35% from last year. Visitors also booked their stay longer on an average from 1.95 nights last year to 2.11 this year. The average daily rate increased by 11% and the average reservation increased by 21%. Hrabia told KBHR that the Resort Association is selling more add on items to itineraries which include various activities throughout the valley including: pontoon boat rentals, kayaks, massages, nature walks, bowling, and more. For more information about the Resort Association or to book your next stay go to www.BigBear.com.