'That won't be tolerated': New Mexico AG warns businesses about price gouging amidst Ruidoso area fires

RUIDOSO — New Mexico Attorney General Raúl Torrez has a message for business operators who have or are thinking about raising prices on people affected by the South Fork and Salt fires: “That won’t be tolerated.”

The state Department of Justice will investigate possible price gouging instead of local law enforcement agencies, which would allow the agencies to focus on the recovery efforts, Torrez told a news conference Wednesday inside the Lincoln County Planning Department conference room.

He said he came to the Ruidoso area to “send a strong” message.

Torrez said his agency has already received reports “from Roswell, Alamogordo and surrounding areas of price increases in hotel rooms.” Some of the reported increases are as far away as Albuquerque, he said.

His office will be initiating “active civil investigations” of several hotels in the Roswell area by week’s end, he added.

Lincoln County Manager Randall Camp thanked Torrez for taking on the responsibility. “This is a welcome relief for us,” he told Torrez.

Torrez has been responding to recent concerns about potential price gouging and fraudulent activities during the South Fork and Salt fires.

“Anyone who takes advantage of our people during a crisis like this should expect to face the full force of the New Mexico Department of Justice,” he said, emphasizing that “price gouging by hotels, contractors and retailers will be met with swift legal action, and anyone engaged in fraud will be criminally prosecuted.”

Village of Ruidoso Mayor Lynn Crawford said in a statement, “It is so upsetting to hear that some people took advantage of our citizens when they were vulnerable and in need of shelter.”

State Department of Justice spokeswoman Lauren Rodriguez said people can report potential price gouging or fraudulent behavior by going to www.nmjoj.gov/get-help and completing an online complaint form, and calling 505-490-4060 and pressing 3.

When reporting suspicious behavior, she said people should provide as much information as possible, such as:

• The name and location of the business.
• Description of the suspected price gouging or fraudulent activity.
• Date and time of the incident.
• Any supporting documentation, such as receipts, ads or photos.