The Big Bear Valley demands a lot from builders and businesses in related industries. Life here trudges on with a rustic charm haunted by the persistent threat of catastrophic fire.

Rugged terrain and alpine habitat stress even the sturdiest materials. And these hearty mountain folk love their nature, too, so no short shrift for the environment.

"New building codes and same old area -- it's a challenge," said Travis Hodges, a building inspector for the city of Big Bear Lake. Within this unique milieu about 20 regional entities -- from public agencies to entrepreneurial startups -- descended on the town's Civic Center May 9 for the 11th annual Building and Safety Open House. More than ever before, organizers said, the dual themes of environmental consciousness and fire resistance are taking center stage among both vendors and potential customers.

"Now you have so many more products dealing directly with the fire dangers," said James Miller, the city's director of building and planning. "And the green movement and all the exciting products are really a reflection of the mood today nationwide."

The vendors on hand mixed with residents who dropped by and compared notes with one another. About 30 area contractors were also on hand, lured in part by a city-organized workshop reviewing the new building codes. A handful of representatives were new additions to the event. One major draw was TimberSIL Distribution California, an area-based distributor of a glass-infused lumber product reputed to be resistant to fire, rot and insects and 50 percent stronger than traditional wood or composites.

Dozens of residents and fellow vendors seemed awed by the representatives' claims, which included a recent Environmental Protection Agency seal of approval.

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Photo By Robert Rogers

Attendees check out TimberSIL Distribution California's reputedly fire-resistant building lumber at Big Bear Lake's 11th annual Building and Safety Open House.

"We're here because this is the highest fire-hazard area in California," said Gary Chopic, the company's president. "Our product is cost-effective and has superior performance on every front when compared to any other wood or composite materials out there, and it emits zero carbons."

Another small business, United Pumping Service Inc., boasted low-cost hazardous-waste removal. Representative Anthony Hernandez said his firm cleaned a diesel spill in nearby Big Bear Lake last year, an operation that saved the fragile area from any damage.

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Photo By Robert Rogers

Big Bear Chamber official Pam Scannell visits with TimberSIL Distribution California representatives Gary Chopic and Matt Forsythe about their fire-resistant construction wood.

"The city invited us out here for good reason," Hernandez said. "We keep wastes of all kind from spoiling the environment."

One company predicting explosive growth in the coming years was Big Bear Lake-based Bill Wisdom Inc., a heating and general contractor who specializes in radiant heating. The process, owner Bill Wisdom said, involves installing solar panels on a roof that transfer heat via fluids into tubes installed in the floor, reducing energy consumption by about 40 percent. "This heating system is the future," Wisdom said. "And it's economical because your investment can be recouped in as little as three years."

The collection of vendors and agencies focused on fire resistance and green solutions is part of a broader trend. An estimated 6 percent of commercial developments are certified as "sustainable," according to the United States Green Building Council. That number could rise to as high as 10 percent by 2010, according to estimates, while many commercial buildings and residential properties are being outfitted with energy-efficient technology.

In terms of fire resistance, major strides continue to be made, spurred both by private initiative and government building code revisions. David Yegge, a fuel technician for the Big Bear Lake Fire Department, estimated that the area was up to 30 percent more fire resistant than it was as recently as the 1980s. He credited new ordinances and innovative technologies for the gains.

"We see as much as an 85 percent per-house improvement in terms of fire resistance," Yegge said. "That's making progress."

Representatives for TimberSIL, the high-tech wood distributor, are confident that their product will take off when fire-wary residents and builders learn they can virtually fire-proof structures with traditional wood, infused with retardant glass."We are the clean, green solution to threats from fire, rot and bugs," said company representative Matt Forsythe. "Now that we're here, building with us is the only sensible choice."