 Price gouging is when businesses dramatically raise rates to take advantage of people who need their services. His office has already gotten a report of hotel rate hikes in Roswell, which is where they're focusing their investigations first. Kenneth Kirtley, NewsRadio KKOB. Some local businesses around Ruidoso are able to pick up where they left off after the two fires. Others might be gone forever. KOET's Alyssa Munoz has the story. Anaheim Jack's is a local restaurant in Ruidoso. The general manager says this fire hit close to home.