The Big Bear Lake Resort Association hosted their Fishin’ for 50K Trout Derby over the weekend, and though no one reeled in the trout worth $50,000, the RA says the event was a win for local lodges. Over 700 anglers participated in the trout derby and, per the RA, this resulted in a 233% increase in lodging reservation arrivals compared to last year, same weekend, on reservation arrivals. Lodging sales arrivals were also up, a big 269%, compared to the statistics for the same weekend in 2008. In furthering their efforts to promote tourism in the Big Bear Valley, the RA has launched a major cable television campaign aimed at upper-middle class families in L.A.’s San Gabriel Valley. The media campaign will, from June 15 through August 16, promote Big Bear as an affordable, close-by, and exciting summer vacation alternative, specifically for those in the areas along the recently completed 210 Freeway between Claremont and Glendale. Per the RA’s new CEO Rick Shoup, “All the industry research indicates families are still planning to vacation this summer. However, they are planning to take several shorter trips, rather than their typical weeklong vacations. They are also planning to stay closer to home. We think these trends make Big Bear a great vacation alternative for the affluent San Gabriel Valley communities.” As an added incentive for potential visitors, the RA is offering a $100 Visa card to those who stay at a participating lodge.