As crews continue to try to contain the Little Bear wildfire, businesses in the town of Ruidoso say they are fighting misinformation and missing their usual customers.

Business in the area tell KFOX14 that while the forest fire hasn't really effected the downtown village of Ruidoso, it has managed to scare away the visitors they depend on in the tourist town.

"Ruidoso is open and all the businesses are open. But they're still afraid," said Linda Schuler, manager of Casey's Cabins in the heart of Ruidoso.

Schuler said she's receiving 2-3 calls a day of travelers canceling their reservations.

"It's affected us quite a bit. Usually we're not, you know, 100 percent full, maybe 80 percent full this time of year, and right now I'm probably 40 percent," said Schuler.

Schuler said the village hasn't really felt the physical effects of the fire.

"People ask how the fire is impacting Ruidoso and I tell them the smoke is not a problem in this area. In other areas it is," said Schuler.

But the fire has delivered a blow to the town's tourism.

Schuler said her business is down more than 50 percent, local restaurants aren't at their typical capacity and the town is noticeably less busy.

But Schuler said the town is hopeful visitors will return soon.

"Please come to Ruidoso. We miss you. We love you."

http://www.ruidoso.net/forestconditions/fires.html